SUMMER INTERNSHIP PROJECT REPORT ON END TO END RECRUITMENT FOR ADVERTISING AGENCIES

UNDER THE GUIDANCE OF (Prof. KAPIL BHOPATKAR) IN PART COMPLETION FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT DEGREE TO GURUNANAK INSTITUTE OF MANAGEMENT STUDIES(GNIMS)

Submitted By: RACHANA PATEL ROLL NO: 24 PGDM (2011-2013)

SUMMER PROJECT UNDERTAKEN DURING MAY -JULY 2012

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ACKNOWLEDGEMENT

Its my utmost pleasure to extend my sincere gratitude to TALENT CORNER HR SERVICES PVT.LTD for offering me an opportunity to undergo summer internship program in this esteemed organization.

I offer earnest regards to Mr. Rashesh Doshi and Mrs. Deepika Ganesh my corporate guide for their scholarly guidance & kind cooperation. Their keen interest and encouraging words at every step were a source of inspiration that enabled me to broaden my sphere of domain knowledge.

I am equally grateful to my mentor Prof. Kapil Bhopatkar. He gave me moral support and guided me in different matters regarding the topic. He had been very kind and patient while suggesting me the outlines of this project and correcting my doubts.

Thanking you.

DECLARATION

I Ms. Rachana Patel a student of PGDM second year (III semester) at Guru Nanak Institute of Management Studies, hereby declare that I have completed my summer internship project entitled END TO END RECRUITMENT FOR ADVERTISING AGENCY as partial fulfillment of the course curriculum for the academic year 2012-2013 under the guidance of Prof. Kapil Bhopatkar. The data collected and work done by me is truly authentic and is not borrowed or copied from any dissertation report. The project contains true and complete information. Whenever references have been made to previous work of others, it has been clearly predicted as such and included in the Bibliography.

Certified by Signature of guide Sign of a candidate

Place: MUMBAI Date:

INDEX
SR. NO PARTICULARS INTRODUCITON TO THE COMPANY ABSTRACT OVERVIEW OF RECRUITMENT JOB PART LITERATURE REVIEW Rationale of study HR CHALLENGES OBJECTIVES OF STUDY RESEARCH METHODOLOGY HYPOTHESIS ADVERTISING SECTOR CHALLENGES IN ADVERTISING SECTOR EMERGING ISSUES CONCLUSION RECOMMENDATIONS BIBILIOGRAPHY PG. NO

1. 2. 3 4 5 6 7 8 9 10 11 12 13 14 15 16

5-6 7 8-17 18-26 27-29 30 31-32 33 34 35 36-39 40-41 42-43 44 45 46

COMPANY PROFILE:

Talent Corner H.R. Services Pvt. Ltd. a professional human resources

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organization providing innovative recruitments and training platforms for the corporate world. Incorporated in 2002, with a modest set-up of just three people, Talent Corner has now grown into one of Indias leading HR management consultants with over 100 employees in 11 offices across the country; serving over 100 clients in diverse industries. Headquartered in Mumbai, we have investments in Ahmadabad, Bhubaneswar, Delhi, Hyderabad, Kolkata, Meerut, Mumbai, Nagpur and in Pune. Incorporated in 2002 Director: Mr. Bankim Doshi 100 employees in 11 offices across the country (Above Mentioned)

Talent Corner H.R. Services Pvt. Ltd. brings to you a unique business opportunity An opportunity that helps you achieve financial freedoman opportunity that lets you work alongside your present jobAn opportunity that lets You call the shotsAn opportunity to own your very own business If you are looking to escape the confines of your boring cubicle, there's something definitely appealing about buying a "business in a box" that takes the mystery (and at least some of the risk) out of starting your own business. Talent Corner understands this and hence we invite you to be our business partner and to reap rewards with us. Talent Corner is a professional human resource organization providing innovative recruitment and training platforms for the corporate world. Incorporated in 2002, with a modest set-up of just three people, Talent Corner has now grown into one of Indias leading HR management consultants with over 100 employees in 16 offices across the country; serving over 500 clients in diverse industries. Headquartered in Mumbai, we have branches in Andheri,Seawood,Kolkata, Hyderabad, Delhi, Pune, Ahemdabad,Meerut, Bhuwaneshwar and Nagpur.

ABSTRACT
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This deals with recruitment process by the consultancy for the particular industry, company/ organization. The recruitment is the process towards creating the competitive strength and the strategic advantages for the organizations. The motive behind this project is to find out the process of recruitment which is done by consultancy for the particular company, industry. This is all about how recruitment starts and how it ends with getting good candidate for the vacant position. Recruitment processes have seldom been studied as key business processes. Performance measurement, process efficiency, effectiveness and continuous improvements have been rarely been associated with talent acquisition. Within general discussions about skills, education, training and their relationship with the labour market, recruitment and selection is often either wholly absent as a topic or is regarded as being of relatively marginal importance.

The recruitment cycle consist of start to end recruitment which mainly consists. Understanding requirements then identifying proper candidates (Job Description). Source the proper candidates, if the candidates are suitable as per our requirement. schedule theinterview with the client. Short list the candidates, selection of one candidate at the vacant place.

Finally, take the feedback from the candidate about the environment and the working condition, if the candidate is satisfied or not. From my research I can say that, recruitment is a cycle, One candidate is finalized or a closer is done then search for the next candidate for the same of different position. In case of consultancy they recruit the candidates for their clients.

OVERVIEW OF RECRUITMENT
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There is no doubt that the world of work is rapidly changing. As part of an organization then, HRM must be equipped to deal with the effects of the changing world of work. For them this means understanding the implications of globalization, technology changes, workforce diversity. Recruitment is a process to discover the sources of man power to meet the requirement of the staffing schedule. It helps to employ effective measured for attracting manpower in adequate number to facilitate selection of effective personnel. Changing skill requirements, continuous improvement initiatives contingent workforce, decentralized work sites and employee involvement are the issue for deal with. Now it is a big challenge for the HRM to support the organization by providing the best personnel for the suitable position in shortest possible time. Starting with recognizing the vacancies and planning for them is a big task. Moreover selecting attracting the suitable candidates and selecting the best person in time is a challenge. The cost of the recruitment is significant. So, proper planning and formulate those plan is the task that require more focus and improvement. Equal opportunity and sourcing is also a vital part. Realizing this need we tried to find the difference and similarities between theoretical aspects from the books with the practical steps taken by the company and the employees. When company need the person for the particular position. They have following sources: Sources of Recruitment Internal Sources Promotion Internal Ads Retirees Transfers External Sources Consultants Advertisements Recommendations Campus Recruitment

Many organizations have an internal human resources function that deals with many of the operational aspects of the resourcing process. However, some organisations do not have a dedicated function and managers often have to devote precious time overseeing recruitment themselves. At that time when they need a man power they use the external resource which is consultants, In which consultant/ recruiter find the right mach as per the companies requirement.

Factors taken into consideration while recruiting people/ employees

Recruitment and selection, as defined here, can play a pivotally important role in shaping an organizations effectiveness and performance, if work organisations are able to acquire workers who already possess relevant knowledge, skills and aptitudes and are also able to make an accurate prediction regarding their future abilities. If organizations accept this premise and selecting staff in an effective manner, unavoidable cost can be avoided- for example, those associated with high staff turnover, poor performance and dissatisfied customers.

STAGES OF RECRUITMENT
Job Analysis

Job Description 10 Person Filtering the Specification The Interview application/Selecti Process

Advertising internally or externally

Application forms

Other selection methods

1. Job Analysis - this is the initial phase of recruitment and selection. Is their a job that actually exists? Think about what happened when the PTs of English and Modern Languages left the school. They were not replaced individually but by a new role: Faculty Head of Communications, which absorbed the managerial side of the PT posts. Obviously the teaching side was absorbed into the departments, as the new FH is an English specialist, so Modern Languages teachers had to take on new classes. 2. Job Description - this is when a document is written up by HR that contains the job title, the duties, roles and responsibilities of the job. 3. Person Specification - again another document that is created as part of the application pack sent out to potential candidates. It contains information of the characteristics and skills required of the ideal candidate. It includes essential and desirable features. ie in the new Faculty of ICT
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new Teachers HAVE to teach either Computing or Business, but ideally they can be dual qualified like Mr Arthur (I'm only at the probation stage for Computing, but I wonder if I'll ever get it done! I'm far too busy!) as this gives timetable flexibility to the school. 4. Advertising the post Internally or Externally. For this you need to think about the costs involved and also the benefits/costs of hiring people who work already within the business or getting new ideas and experiences from outside. Think about the impact of either on existing staff morale (career development, promotion etc) 5. Application Forms and CV/Cover Letters - these are sent out to candidates by post or email and they have to complete and send in by a closing date. 6. Filtering the applications (shortlist) - the panel go through the applications and seperate the wheat from the chaff. Remember the Phones 4 U video. The HR Manager went through 2,500 CVs only allocating 10 seconds per CV. The lucky 6 or so candidates are invited to attend interview. 7. The interview process - a series of questions are asked by a panel of interviewers. They take notes on the candidates and compare at the end. I will publish a separate article on interviewing tips later. 8. Other Selection Methods - This stage may also happen whereby IQ, Aptitude and personality tests are involved or Assessment Centres are used to select the top candidates. (Remember Assessment Centers are expensive and normally only used for high flying jobs and not for low paid positions). 9. The Job Offer - normally the candidate who has got the job is offered the job BEFORE the unsuccessful candidates are told they didn't get it. This is so if the successful candidate rejects the job they have others to fall back on.

PURPOSE OF RECRUITMENT

Attract and encourage more and more candidates to apply in the

organization.
Create a talent pool of candidates to enable the selection of best candidates

for the organization. Determine present and future requirements of the organization in conjunction with its personnel planning and job analysis activities.
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 Recruitment is the process which links the employers with the employees. Increase the pool of job candidates at minimum cost. Help increase the success rate of selection process by decreasing number of visibly under qualified or overqualified job applicants. Help reduce the probability that job applicants once recruited and selected will leave the organization only after a short period of time. Meet the organizations legal and social obligations regarding the composition of its workforce. Begin identifying and preparing potential job applicants who will be appropriate candidates. Increase organization and individual effectiveness of various recruiting techniques and sources for all types of job applicants

SOURCES OF RECRUITMENT

SOURCES OF RECRUITMENT

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INTERNAL

EXTERNAL

Internal Sources Of Recruitment

1. PROMOTIONS:

Promotions means to give higher position, status, salary and responsibility to the employee. So the vacancy can be filled by promoting a suitable candidate from the same organization. the position, status, salary and responsibility of the employee. So, the vacancy can be filled by transferring a suitable candidate from the same organization.

2. Transfers: Transfer means a change in place of employment without any change in

3. Internal Advertisement: Here, the vacancy is advertised within the organization.

The existing employee are asked to apply for the vacancy. So, recruitment is done within the organization.
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Retired Managers: Sometimes, retired managers may be recalled for a short period. This is done when the organization cannot find a suitable candidate. Recall from Long Leave : The organization may recall a manager who has gone on a long leave. This is done when the organization faces a problem which can only be solved by that particular manager. After he solves the problem, his leave is extended.

Merits of Internal Sources The benefits / advantages / merits of using internal sources of recruitment:1. It is time saving, economical, simple and reliable. 2. There is no need of induction training because the candidate already knows everything about the organization, the work, the employee, the rules and regulations, etc. 3. It motivates the employees of work hard in order to get higher jobs in the same organization. 4. It increases the morale of the employees and it improves the relations in the organization. 5. It reduce executive turnover.
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The Job Offer

6. It develops loyalty and a sense of responsibility.

Demerits of Internal Sources The limitations / demerits of using internal sources of recruitment:1. It prevents new blood from entering the organization. New blood brings innovative ideas,

fresh thinking and dynamism into the organisation. 2. It has limited scope because it is not possible to fill up all types of vacancies from within the organisation. 3. The position of the person who is promoted or transferred will be vacant. 4. There may be bias or partiality in promoting or transferring persons from within the organisation. 5. Those who are not promoted will be unhappy. 6. The right person may be promoted or transferred only if proper confidential reports of all employees are maintained. This involves a lot of time, money and energy.

External Sources of Recruitment

The external sources of recruitment are:1. Management Consultants : Management consultants are used for selecting higher-level

staff. They act as a representative of the employer. They make all the necessary arrangements for recruitment and selection. In return for their services, they take a service charge or commission.

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2. Public Advertisements : The Personnel department of a company advertises the vacancy

in newspapers, the internet, etc. This advertisement gives information about the company, the job and the required qualities of the candidate. It invites applications from suitable candidates. This source is the most popular source of recruitment. This is because it gives a very wide choice. However, it is very costly and time consuming.

3. Campus Recruitment : The organisation conducts interviews in the campuses of

Management institutes and Engineering Colleges. Final year students, who're soon to get graduate, are interviewed. Suitable candidates are selected by the organisation based on their academic record, communication skills, intelligence, etc. This source is used for recruiting qualified, trained but inexperienced candidates.

4. Recommendations : The organisation may also recruit candidates based on the

recommendations received from existing managers or from sister companies.

5. Deputation Personnel : The organisation may also recruit candidates who are sent on

deputation by the Government or Financial institutions or by holding or subsidiary companies.

Advantages of External Sources The benefits / merits / advantages of using external sources of recruitment:1. It encourages young blood with new ideas to enter the organisation. 2. It offers wide scope for selection. This is because a large number of suitable candidates will come for the selection process. 3. There are less chances of bias or partiality. 4. Here there is no need to maintain confidential records.
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Limitations of External Sources The demerits / limitations of using external sources of recruitment:1. It is very costly. This is because advertisements, test, medical examination etc., has to be conducted. 2. It is very time consuming. This is because the selection process is very lengthy. 3. It may not develop loyalty among the existing managers. 4. The existing managers may leave the organisation if outsiders are given higher post.

JOB PART

RECRUITMENT PROCESS

Preparation of Job Description

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Schedule Interview TelephonicInterview

Searching the Right Candidate Co-ordination with Co-ordination with IS NOT Pitch the Candidate IF CANDIDATEClient Schedule Interview Candidate Telephonic Interview Negotiation Head Hunting
SOURCED

IF CANDIDATE IS SOURCED

Co-ordination with Client

Co-ordination with Candidate Negotiation

JOB PART

The core responsibility was to provide with the support work which plays an important role in recruitment. Like: searching the right candidate from job portals, pitch the candidate,
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schedule the interview, head- hunting, telephonic interviews and co-ordination with candidate after interview.

The main task was negotiation between client and candidate.

Recruitment begins with the human resource recruitment, initiating activities and action to identify the possible source from where they can meet, communicating the information about the jobs, terms and conditions and prospects of the company/ client. The recruitment process is as follows:

Deciding How Many People Company Needed: This is only matters to the client how many people they need for the particular position and what is maximum requirement. As if they need the executive level of employees they might need more in numbers. Otherwise if it is one of the higher position so they need only one person for that specific job.

Searching The Right Candidate: After preparing proper job description we started searching right candidate for the vacant position. In this I search the candidate on job portals which are: monsterjob.com, timesjob.com. I search for the candidate on the portals as per our criteria. We sort the CV of the candidates as per our requirement, and the ability of the candidate then I take my foot forth to next step.

Pitch The Candidate:

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After sorting out the candidate by clients requirement. We have to pitch them or call them if they are searching for the job or not. If candidate is ready so, I took the first telephonic interview which consist of some questions which can little bit information about the candidate.

Questions are as follows: What is the reason to change job? Narrate your current role and responsibilities Confirm education qualification. Whether full time or part time etc. In this interview we examined the candidate, and take the decision whether he is suitable for that job or not.

Head- Hunting: Some times as per the client requirement we would not get the proper candidates on job portals. Sometimes client wanted some particular people from the particular company. That is known as Head- hunting which done as, by any ways finding out the phone number of that particular client.

TBWA is an Advertising Agency so they need the candidate for Main Line client servicing with experience in Advertising The HR person of the company had given me some name of the companies which are: Ogilvy & Mather Mudra Communication Draft FCB
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Telephonic Interview:
After candidates resume is finalised by client we take the telephonic interview which is the first step towards the interview round. The questions which are asked by use to the candidates are: Narrate your current role and responsibilities Achievements at work. What are your goals? What is the time frame you have set to achieve it? Personal Details: Family Background Are you flexible about work timings? Willingness to relocate? What is your Current CTC? What is your Expected CTC? How much youre Notice Period can be?

Schedule Interview:
AS per clients and candidates time availability I schedule the interview. In this period also we are in the touch with client and candidate. Co-Ordination With Client: After the interview is done I took the feedback from the client about candidate. If he like to appoint that candidate or not. If he is ready to take the candidate in the company then the we proceed to next step.

Co-ordination With Candidate: Before going for an interview we are in touch with the candidate and help him if he need. I provide him all information about the company and etc. After the interview is done I took the feedback from the candidate, about how was his/ her interview, what he/ she expect from the interview. How much positive he/ she are feeling after that. When the candidate join the
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company I took feedback from him how is the environment of the company. If he can adjust his/ herself in that.

Negotiation: If the candidate get selected sometimes we have to negotiate between the client and the candidate about the salary and the join date of the candidate. The recruitment does not end hear, after this process for one candidate. The same process repeat for the next candidate. Hence, recruitment in the consultancy is a cyclic process. Then once again new requirement new candidate, new client ant etc. will repeat.

TOP 20 ADVERTISING AGENCY

1. Ogilvy & Mather 2. JWT 3. Mudra Communication 4. FCB ULKA/ Draft FCB ULKA 5. Redifussion Y & R 6. McCann Erickson 7. R K Swamy BBDO 22

8. Grey Worldwide 9. Leo Burnett 10. Contract Advertising 11. Percept D Mark 12. TBWA 13. Euro RSCG 14. Pressman Consulting 15. Trition Communication 16. Publicis 17. Quadrant Communication 18. Fountain Head Communication 19. Saint & Warriors 20. Bates India

Brief introduction about the Client of Talent Corner

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Ogilvy & Mather

In 1948, David Ogilvy founded the agency that would become Ogilvy & Mather. Starting with no clients and a staff of two, he built his company into one of the eight largest advertising networks in the world. Today it has more than 450 offices in 169 cities. David firmly believed that the function of advertising is to sell, and that successful advertising for any product is based on information about its consumer. His copy was written to sell products, and it followed the basic rules of advertising: research and position the product, develop a brand image, and have a big idea

In 1948, he founded the New York-based ad agency Hewitt, Ogilvy, Benson & Mather (which eventually became Ogilvy & Mather Worldwide), with the financial backing of London agency Mather & Crowther In 1965, Ogilvy merged the agency with Mather & Crowther, his London backers, to form a new international company. One year later the company went public - one of the first advertising firms to do so. Soon Ogilvy & Mather had expanded around the world and was firmly in place as one of the top agencies in all regions.

The requirement given by Ogilvy & Mather was as follows:

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Position Group Account Manager( Main Line Client Servicing) Brands Unilever, BFSI, Industrial & Automotive Lubricants Experience 5.5+ years in Advertising CTC 5.5lpa

Position Management Supervisor

Brands Telecom

Experience 7-9 years in Advertising

CTC 9lpa

The requirement given by Draft FCB is as follows:

Position social media manager

The candidate who can handle Social Media + Market Research + Client Servicing + Strategizing.

Experience 3-4 years

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CTC 4lpa

The requirement given by TBWA is as follows:

Position Group Account Manager (Financial Client)

Brands Standard Charted , Visa

Experience 5+ years

CTC 8lpa

Position Sr. Account Executive

Brands Nissan, IDFC, Loop, Lavie, Singapore Airline

Experience 2-3years

CTC 4-4.2lpa
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LITERATURE SURVEY

Article 1: Recruitment and Selection are conceived as the processes by which organizations solicit, contact and interest potential appointees, and then establish whether it would be appropriate to appoint any of them (Sisson, 1994). Another research suggest Recruitment as Positive process of generating a pool of candidates by reaching the right audience, suitable to fill the vacancy (Leopold, 2002).

Article 2: Recruiting is the work of human resource management, which identifies sources Of qualified candidates to fill a post and it determines the candidates to apply for employment of new or vacant positions within an organization (Deaconu et al. 2002). Another review on recruitment as traditionally, organizations in the UK recruiting industry found it a lot easier to recruit candidates that from the list of job applicants given that the majority of applicants accepted any form of job offering. (Mohamed, 2008, p. 498).

Article 3:
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The recruitment and selection process follows some defined sequences characterized by distinct and inter-linked stages. These sequences are referred to as the resourcing cycle of the recruitment and selection process. This cycle begins when graduates identify an available vacancy and ends when the selected candidate lives up to the expectation of the case by performing to the required standards. To graduate, the organization is a prospective employer while to the organization the candidate is evaluated to fill the vacancy. (Raybould, and Sheedy, 2005).

Article 4: The first step of the recruitment and selection process entails the announcement of a vacant position within an organization. This move is subject to thorough decision-making by members of the management regarding the strategic impacts within their organization. (Tineke, & Maddy, 2008). Another review as the recruiting cycle that entails short listing the number of candidates to a manageable level whereby it will be easy to make an employment decision: (Tineke & Maddy, 2008). Article 5: The current employees within the organization can act as a rich source of providing linkages to potential recruits. They might be hold vital information about graduates who can match the available position within the organization and such individuals might not be in a position of responding to normal recruitment methods (Shiona, 2010).

Article 6: Recruiting agencies specialize in the provision of job recruitment initiatives whereby they screen job applicants and subject them to tests relative to the positions they have applied based on their skills and qualifications. The costs of utilizing services from the recruiting agency might be high but they offer the best services in terms of selecting the ideal candidates for particular positions (Roberts, 2005).

Article 7: Recruitment is the process of searching the candidates for employment and stimulating them to apply for jobs in the organisation (Edwin B. Flippo). Another research states the recruitment as Recruitment and selection forms the foundation of the core activities and processes underlying human resource management and such activities include the acquisition, training and development, and rewarding performance of workers. (Gilmore, and Williams, 2009)
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Article 8: Recruitment is nothing but the process of searching the candidates for employment and then stimulating them for jobs in the organization. It is the activity that links the employees and the job seekers. It is also defined as the process of finding and attracting capable applicants for employment. It is the pool of applicants from which the new employees are selected. It can also be defined as a process to discover sources of manpower to meet the requirement of the staffing schedule and to employ effective measures for attracting the manpower in adequate numbers in order to facilitate the effective selection of an efficient working force. (Edwin B Flippo)

Article 9: The recruitment needs are of three types which are as follow:
(a) First one is Planned Needs: These are the needs that arise from the changes in the organization and retirement policy creating vacancy for new jobs. (b).Second one is Anticipated Needs: These are those movements in personal which an organization can predict by studying trends both in external as well as internal environment. (c) Last one is Unexpected Needs: These needs arise due to various reasons like deaths, resignations, accidents, illness, relocation etc. (According to David A De Cenzo)

Article 10: This article outlines seven commonly held misconceptions about recruitment and selection practices. Areas discussed include the validity of various Recruitment and selection measures (e.g., interviewing, reference checks), the Conditions necessary to maximize the effectiveness of these practices, and Common mistaken perceptions of the interview process. This article is most useful for readers interested in workforce development theory and research. Taylor, P. (1998).
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RATIONALE OF STUDY
Advertising is a booming sector in India with large number of people getting attracted towards the advertising agencies for their career. These agencies are always in the constant hunt for hiring the right candidates who are talented enough to handle the challenges that is being thrown at them everyday. These agencies with the help of the consultancies search for the right candidates and also help them in filling the vacant position. Talent Corner helps the agencies to find the right candidates for the agencies according to needs and requirements of the agencies. The main aim of conducting this study was to have a broad look at how consultancies help the organizations to find the right candidate for the vacant position.

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HR Challenges In Recruitment
Recruitment is a function that requires business perspective, expertise, ability to find and match the best potential candidate for the organization, diplomacy, marketing skills (as to sell the position to the candidate) and wisdom to align the recruitment processes for the benefit of the organization. The HR professionals handling the recruitment function of the organization- are constantly facing new challenges. The biggest challenge for such professionals is to source or recruit the best people or potential candidate for the organization. In the last few years, the job market has undergone some fundamental changes in terms of technologies, sources of recruitment, competition in the market etc. In an already saturated job market, where the practices like poaching and raiding are gaining momentum, HR professionals are constantly facing new challenges in one of their most important function- recruitment. They have to face and conquer various challenges to find the best candidates for their organizations. The major challenges faced by the HR in recruitment are:

Adaptability to globalization The HR professionals are expected and required to

keep in tune with the changing times, i.e. the changes taking place across the globe. HR should maintain the timeliness of the process

Lack of motivation Recruitment is considered to be a thankless job. Even if the

organization is achieving results, HR department or professionals are not thanked for recruiting the right employees and performers.

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Process analysis The immediacy and speed of the recruitment process are the main
concerns of the HR in recruitment. The process should be flexible, adaptive and responsive to the immediate requirements. The recruitment process should also be cost effective.

Strategic prioritization The emerging new systems are both an opportunity as well
as a challenge for the HR professionals. Therefore, reviewing staffing needs and prioritizing the tasks to meet the changes in the market has become a challenge for the recruitment professionals.

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OBJECTIVE OF STUDY

The study emphasis is on the recruitment process carried by the consultancy. The study aims at understanding the process of recruitment for different level of employees and the requirements at different levels. The study was done only to know various sources to find out right candidate for the particular organization, at different level. Main focus of the research is to understand various processes of recruitment by consultancies To know the effective methods of recruitment in the consultancies.

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RESEARCH METHODOLOGY

The research was carried by observing the candidates who were being interviewed for a particular position for a particular advertising agency. There are basically two types of data that was collected Primary Data Secondary Data

Primary Data
The primary information collected through face to face interview, observation, and by participation in the recruitment and selection process.

Secondary Data
The time period allotted to us to close a particular position. The time allotted to close a position by an agency was 20 days.

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HYPOTHESIS:

Ha: Candidate sourcing processing at Talent Corner is effective. Ho: Candidate sourcing process at Talent Corner is not effective

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ADVERTISING

Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to take some action, usually to purchase or consume a product or service. It is totally driven and focussed on the client and the client's marketing or advertising need for a brand or product. It crosses multiple platforms from broadcast, print, billboard and online. It is a sector which leads the way with cross-platform innovation as campaigns cross boundaries between TV, radio, print, billboard and interactive media. Job roles within advertising are varied and include copywriting, creative, media planning and buying, account management, production and client services.

Most people in advertising fall into five departments:

Account Services - who liaise with clients and maintain their relationship Creative - who generate the ideas and concepts for a campaign. This may be for one platform or across multiple platforms. Production - this team moves the ideas from the creative concept into reality. Some of the larger advertisers may have these services in house, but the majority of agencies will need to have good contacts with production companies and facilities houses. Media - the media planners work with the different elements of the media that advertising crosses. This department organises where the campaign will be seen to create the maximum effect. Other Services - these may include researchers, interns (who may work across several departments) and a traffic department which looks at the flow of the agencies work.

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The Indian advertising industry is talking business today. It has evolved from being a smallscale business to a full-fledged industry. It has emerged as one of the major industries and tertiary sectors and has broadened its horizons be it the creative aspect, the capital employed or the number of personnel involved. Indian advertising industry in very little time has carved a niche for itself and placed itself on the global map. Indian advertising industry with an estimated value of es13, 200-crore has made jaws drop and set eyeballs gazing with some astonishing pieces of work that it has given in the recent past. The creative minds that the Indian advertising industry incorporates have come up with some mindboggling concepts and work that can be termed as masterpieces in the field of advertising. Advertising agencies in the country too have taken a leap. They have come a long way from being small and medium sized industries to becoming well known brands in the business. Mudra, Ogilvy and Mathew (O&M), Mccann Ericsonn, Rediffussion, Leo Burnett are some of the top agencies of the country. Indian economy is on a boom and the market is on a continuous trail of expansion. With the market gaining grounds Indian advertising has every reason to celebrate. Businesses are looking up to advertising as a tool to cash in on lucrative business opportunities. Growth in business has lead to a consecutive boom in the advertising industry as well. The Indian advertising today handles both national and international projects. This is primarily because of the reason that the industry offers a host of functions to its clients that include everything from start to finish that include client servicing, media planning, media buying, creative conceptualization, pre and post campaign analysis, market research, marketing, branding, and public relation services.

HIERARCHY IN ADVERTISING AGENCY

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What are the main skills issues and concerns in the Advertising Sector?
The Institute of Practitioners in Advertising (IPA) has identified the following areas as areas of concern for the sector:

A greater recognition of the value of advertising - as a driver of the creative

and wider economy, and as a showcase of UK creative talent, advertising provides employment and/or income across the spectrum of the creative industries.

Increased Inward investment programmes - ranging from ambassador

programmes, trade missions and the promotion of London as a global financial centre, all should contain a component relating to the unique offering of London (and regional) advertising agencies on the global stage.

Restrictions and bans - decisions which may impede freedom to advertise, provide a
direct correlation between advertising revenue and the quality of editorial and programme content. This leads to a deterioration in investment levels in that editorial or programme content by the creative industries (television, publishing). For example, children's programming has deteriorated slowly over the last seven to 10 years as major advertisers have gradually withdrawn advertising around children's programmes in a climate of uncertainty about restrictions on advertising to children. Amendments to TUPE legislation - Under TUPE, where agency employees work 'predominantly' on one piece of business, client advertisers are unable to move from one agency to another without the same staff moving with the business. This defeats the very reason, in many cases, for clients choosing to move their business in the first place.

Intellectual Property - although it is not possible, and rightly so, to own copyright in
ideas, agencies do have a legal right to retain copyright in the execution of those ideas. But copyright protection is limited and, in practice, client advertisers normally require that agencies assign to them all copyright ownership at the stage of contract negotiation, thereby making it virtually impossible commercially for agencies to retain rights in their own assets. The agency is then also required to make the same demands with other copyright owners (e.g. illustrators, photographers, composers etc.) in its supply chain.

CHALLENGES IN ADVERTSING SECTOR:

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Entertainment is an effective vehicle, not advertisement objective. Maximizing sales data helps focus & refine targeting the secret to advertising cost effectiveness. -Roy Morgan International

Advertising is a curious and unique service industry that has thrived at cost of its clients.Probably the only industry where companies pay to people for playing & experimenting with their products and marketing interests.It is an important part of Promotional methods of any organisation Profitable or not-for-profit. The term "Madison Avenue" is often used metonymously for advertising, and Madison Avenue became identified with the advertising industry after the explosive growth in this area in the 1920s in USA. Madison avenue is otherwise a posh lane in Manhattan borough of New York near Madison square ( One of US Presidents' name) that also hosted a few advertising companies and related paraphernalia. Today its has several fashionable boutiques, too. Advertising is a curious and unique service industry that has thrived at cost of its clients. Probably the only industry where companies pay to people for playing & experimenting with their products and marketing interests. It is an important part of Promotional methods of any organisation Profitable or not-for-profit. The term "Madison Avenue" is often used metonymously for advertising, and Madison Avenue became identified with the advertising industry after the explosive growth in this area in the 1920s in USA. Madison avenue is otherwise a posh lane in Manhattan borough of New York near Madison square ( One of US Presidents' name) that also hosted a few advertising companies and related paraphernalia. Today its has several fashionable boutiques, too. According to "The Emergence of Advertising in America, by the year 1861 there were twenty advertising agencies in New York City, and in 1911, the New York City Association of Advertising Agencies was founded, predating the establishment of the American Association of Advertising Agencies( covers 80% of US ad business turnover) by several years. Many companies later shifted HQs elsewhere in USA. Hence the word Madison Avenue is synonymous with US ad industry. Many people argue that advertising is sheer wastage of money and products could be cheaper without it. Other side argues that advertising makes products known to larger markets and deeply thus bringing down cost of production and distribution and hence it is important economic activity to save companies and may be nations. It finally helps the customer with a cheaper and better product. No other method can reach so fast and deeper to largest possible customers base geographgically scattered on vast territories. No company can create an alternative personal selling outfit to replace advertising. Even here the advertsing plays back up role to salesmen.
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The amount spent by companies may be 4-5 % of sales revenue but may jolly well reduce final production and distribution costs by 20 to 30 % at least due to deeper penetration and timely information about product in case of seasonal and service oriented products like tourism. Advertising can help achieve economies of scale. The reach of advertising is of course tied to reach and quality of relevant media.

Advertisement can do three things nicely: Make customer aware of a brand or product, narrate its USP or function ( in very brief time-may be maximum 30 seconds or half page of a magazine) that may satisfy a targeted consumer need/want or thirdly stimulate short term sales promotion. I doubt if advertising can do much beyond this. I even doubt it can create any of above well enough. Even if that is achieved it is great performance. It is a fallacy to think that advertising can create brands and cults. It is also fallacy to think that advertisements can create a fresh desire for instant action on part of buyer like in AIDA or AIDCA theories ( it has to be existing there in direct or latent form).It needs lot of field work by sales staff or agents and convincing and follow up. Public relations is rising rapidly as PR is more important than advertising to develop and sustain brands over a long period of time. That is what companies have to bother about. Both corporate and product branding. That only can save them in disastrous market conditions. Most of the time audience appreciates the musical of ad film or layout of print ad or its sexy models and her vital stats and not even remember which product it was meant for. It is well said often, that , good creative advertisement sells the ad company well and not the product. It then remains reduced to nice piece of art for archives and annual awards.

EMERGING ISSUES: The rules of game are changing fast for traditional (not below-the-line) advertising which was bread winner or major revenue source for most ad companies, like:
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1. Falling audience of channels and broadcasters 2. Ingress of internet slowly but surely (online sales have several limitations though like credibility, tangibility and goods return and refund) It also concerns with data security on internet like credit card details. 3. Problems of Zipping and Zapping ( in future ,TV recording by customer for leisure viewing/interactive TV, may eliminate advertising totally-Microsoft Vista has some features incorporated already for home theatre and recording convenience) 4. Emergence of Direct Marketing networks led by companies like Amway, Eureka Forbes, Tupperware and so onThe list is growing fast. It is proving better and more effective and cheaper too in some cases. 5. Advertisement cluttering . 6. Rising costs of advertising both in electronic and Print media despite reduced number of exposures and clutter. You can't see your own matrimonial ad in news paper easily. 7. Intense competition between brands and product and suppliers. 8. Need for global advertising strategies thus changing criteria for agency selection. 9. Little margins for advertising clients and limited role of advertising in building brands ( A painful long term process as now realized). 10. Tough customers asking for integrated services from Ad companies and also well defined measureable results ( DAGMAR). 11. Rapid product launches and new technology creating need for perpetual customer information and outdoing competitive models. 12. Tired and confused customers with heavy dose of advertising, may be 250 to 350 exposure per day. 13. Search for strong USP for client and lack of self confidence in Indian advertising Industry, that anyway has just a speck of annual turnover of global trade, being not much more than one month's sales of Microsoft. ISSUES AND CHALLENGES: Issues and challenges

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A well made ad can be lost in crowd of ads and clutter if not timed and positioned well. The cost is to be optimized handling conflicting interest of keeping costs low and need to reach wider and deeper audience at the same time and the right type of audience. Media planning has become more complicated by emergence of powerful regional and vernacular channels of communication like newspapers, magazines and TV channels. Thus the cost of national coverage, if done properly may exceed well over Rs 100 millions for one time campaign say for a product launch. If we believe a recent rumor, Reliance Retail plans to allocate INR 3000 Millions as ad budget for 'RelianceMart' their third format- the Hyperstore. A tough going for small firms, therefore, and they have to look elsewhere for promoting their products; Hence search for belowthe-line and non traditional means of product promotion including direct marketing and promotional schemes using distribution partners. This definitely is giving sleepless nights to small ad agencies in particular. A need for planning a suitable media mix is thus very important and traditional ad agency work has become marketing communication consulting business in which ad happens to be a part, an important part, though. Indian advertising industry has gone through rediscovering and restructuring itself acquiring foreign ownerships and alliances. But the caliber of Indian ad agencies has yet to be established and stabilized in volatile markets and dramatic changes in new brands, products, competition and global coverage. Future is for big agencies that have integrated services to offer to the client and work as marketing partners and advisors with strong research arm or a tie up like that with Nelson.ORG etc. Advertising effectiveness is one area that has been not well researched and understood. Ad cannot pull the products through markets on its own, anymore. Advertising will have to merge with PR strategies for effective solutions particularly for brand building and long term goals like market share and industry leadership image creation. Customers are no longer found and retained by advertising alone. Its role is diminishing for sure and advertising will have to rediscover itself. The advertising tactics have now newer and newer possibilities ranging from traditional advertising to direct marketing, emailing, banner advertising on web, audio and video CDs, sales promotion schemes and public relations (Publicity) exercises. But all this has to fit well into overall marketing strategies of organization; A tall order for the industry.

CONCLUSION

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Recruitment is the important issue of the organization. When the vacant place needs to be fill, which does not mean that should be filling-up early. Recruitment allows the organization to place right person on the right job. The organization should select the person who can carry forwarded the organization in terms of development, values and ethics. Mainly the precious resource for any organization is their knowledge based efficient workers. The organizations should more cautious on this issue to ensure the quality and ethics, which also followed in Talent Corner HR Services. On the basis of research and studies done conclusion is drawn as follows: Major source in advertising industry is through the consultancy. Most of the advertising companies held the presentation round to find out the person with innovative ideas. Most of the companies always need the experienced candidate for the higher level. Sometimes for the middle level candidate company more emphasis on the experienced person. There are some organizations who do not conduct background checks, and reference check.

RECOMMENDATIONS
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 Organization should recruit management students, because they can bring new innovative idea which can help to grow the organization better. Campus Recruitment can be cost effective for the organization. The Job Description should decide by the organization, not by the consultancy. So at the time of searching the candidate recruiter should not interrupted by the HR person of the company for the change of job description.

REFERENCES

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1. About the company: http://www.talentcorner.in/ 2. Company Broachure: http://www.talentcorner.in/online-brochure.php 3. 4.

Companies work environment: http://www.talentcorner.in/our-vision.php K Aswathappa ,Human Resource Management, 6th edition, Mc Graw Hill Publication. http://www.indianmba.com/Faculty_Column/FC628/fc628.html

5.

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