HR Corner Direct recruiting a key strategy by Anna Tong Do-it-yourself company proves best at own recruiting too Not every new company setting up in Hong Kong can fill its staffing needs through the services of recruitment agencies, no matter how hard the agencies try. Businesses with a bold new merchandising concept involving specialist HR needs sometimes find it better to go it alone through direct recruitment. This was the experience of an Australian-based do-it-yourself company being launched here to provide products and services to home-lovers and handymen. Chris Moore, general manager of Spotlight Ltd, explains that for its opening in June the company was looking for a wealth of sales staff, plus managers for the different departments. "What we were looking for is what we call 'Spotlight' staff — dedicated people with a passion for the job who can immediately bond with customers, making helpful suggestions about a range of home improvements," says Mr Moore. Newcomers should recognise that they are working for a good company and "do the right and honourable thing at all times", showing the company in the right light, he stresses. "A local store should be managed by locals" Local knowledge To drive home the special qualities of the company, and its business concepts, the best candidates were each given a copy of a DVD specially produced to provide them with detailed background on its style of operation. The first result of the direct recruiting drive was the selection of a group of key recruits with the experience to be considered likely supervisors. All are now under training at sister stores in Singapore. In seeking to recruit locals, Spotlight's philosophy is that whatever country is involved, adapting to and understanding the difference in culture is paramount to engaging the target audience and drawing them into the business. Thus it firmly believes in a local store being managed and staffed by locals. "Locals understand both the market and the people best, so a local store should be managed by locals," says Mr Moore. Hong Kong candidates are highly retail-orientated and very articulate, he finds. Those candidates now being trained in Singapore should be able to quickly apply and integrate such training into the Hong Kong retail arena because of the similarities between the two countries. Flat hierarchy In preparation for the launch of its first store at the Megabox Plaza in Kowloon Bay, Spotlight has received sound advice from various longstanding business partners in Hong Kong such as HTL International. Mr Moore, who was transferred from New Zealand to get the new store up and running in Hong Kong, points out that for several years the company has been getting supplies from China via Hong Kong. Originally it just planned to set up a buying office in Hong Kong, but its partner suggested that the Spotlight concept would work here since there is no similar store in the region. So the new store here will also include the local buying office. Spotlight is owned by two brothers, Ruben and Morry Fried, and began in Melbourne in 1973. It has grown into a DIY conglomerate with over 100 stores in three countries — Australia, New Zealand and Singapore. Though many family members work in the business, Spotlight has a culture where there is no favouritism so everyone starts at the bottom and works their way up the ladder. It operates on an open and flat-line management policy, meaning that communication between different levels is welcome, and worthwhile new initiatives from the bottom can immediately be considered and implemented. "This freedom of communication, and the open attitude of senior staff, is one of the reasons behind our success," Mr Moore adds. Anyone entering into a career with Spotlight can expect a gainful career path, specially new staff recruited here in Hong Kong, who will get the opportunity to grow with the company into senior roles as it expands. As Mr Moore points out, "Our aim is that local recruits will not only handle the store but also more of the business as we move forward." Salient points Specially produced DVD detailing company background and operation style provided to short-listed candidates to highlight special qualities of the company Company philosophy emphasises adapting to and understanding the difference in culture Firm belief in local stores managed and staffed by locals No favouritism Open and flat-line management policy welcomes communication between different levels of staff Taken from Career Times 4 May 2007, p. A16 Your comments are welcome at [email protected]