HR Corner Recruiting strategy that breaks the mould by Charles Mak Trailblazing advertising and promotional exercise paves way for exciting event In line with plans to launch a new range of TV channels, local pay TV pioneer Cable TV is planning a blockbuster recruitment day later in April. "We will be pulling out all the stops because we plan to add around 100 frontline and supporting staff to our family very soon," says Tsui Siu-ming, executive director, i-CABLE Entertainment Limited. To ensure that its recruitment day is a crowd-puller, Cable TV is trying to attract not only potential candidates but also the public by orchestrating a series of advertising and promotional activities, using existing vehicles such as TV channels and its online platform plus its subscriber magazines and newsletters — two of its most powerful integrated marketing communication channels. "This is a strategic move that will make an impact on the way the entertainment industry recruits in future," Mr Tsui says. "At the end of the day, we want to break the norm and end the misperceptions about the entertainment industry by building trust and confidence, particularly among those thinking of developing a professional career in the field." He believes both channels can be equally effective in terms of their advertising value besides helping to create an exciting recruitment platform. "We can't follow strict rules and regulations. We must think out of the box instead of doing everything by the book," he remarks. Daring non-conformists The event will be a cameo of the novelty and everyday challenge that is part of the industry's nature, showing daring, non-conformist young people that the entertainment industry can give them enormous scope to build up their own characters. "They can find success in this industry," Mr Tsui says. Another focused promotional activity is a series of campus talks at selected universities, the breeding ground of aspiring youngsters. "Each year the academia produces a handful of quality graduates in journalism and media studies. A campus tour can help promote the industry and introduce in greater detail the many career options in entertainment, boost candidates' confidence and eventually get us the people we want," Mr Tsui explains. Today, all of Cable TV's entertainment news anchors are holders of university degrees or PhDs. "Entertainment news is not all gossip," he adds. "Our anchors are presentable professionals who care for the society, know about the industry, and through hard work broaden viewers' horizons." "Besides assessing the applicants for certain positions, we may offer them alternatives" Challenge to candidates Extensive publicity doesn't only entails advertising success for the recruitment day, Mr Tsui notes. It also serves as a challenge to candidates who look to taking part in the recruitment day on 22 April. "They should realise that the whole of Hong Kong is watching and paying attention to the event," he says. "The press will be there too. Being involved in such an intense and exciting environment is a good opportunity for them to get a taste of what it would be like working in the field." According to Mr Tsui, one must also understand about creating, adapting and responding to the unfamiliar showbiz-type atmosphere, and feel comfortable in it. "Those who are able to overcome this initial challenge will then face a second one - a panel of interviewers from different functions who will expect quick answers to untypical questions," he says. Candidates who successfully hurdle these two barriers will then undergo the next phase of assessment, facing a range of activities designed to evaluate candidates' attitude and personality. They will also be asked to give a presentation. Besides the standard criteria as in technical skills, as part of the assessment process candidates will be given the freedom to display their own strengths. For example, aspiring actors or anchors can choose to demonstrate their language or presentation skills. "Some may give us a song, a dance or a speech," Mr Tsui says. Right attitude Drawing on the recruitment experience when Cable TV started up its entertainment news channels three years ago, Mr Tsui looks for skills and knowledge, and mulls over candidates' attitude as a vital factor too. "People who apply for frontline jobs might take up a supporting role as well, depending on their academic qualifications, acumen, mentality and work experience," he says. "Besides assessing the applicants for certain positions, we may offer them alternatives. If they are interested in what we have to offer and demonstrate good attitudes and abilities, they will get another interview." For many aspiring individuals, this helps to open doors and create an instantaneous horizontal career development for them. "All our news anchors are able to carry out research, conduct the interviews, handle the camera work, edit the news clips, write the scripts and face the camera. These people are invaluable," says Mr Tsui. The company's pre-recruitment day publicity has generated a strong response, attracting over 1,000 applicants, half of whom will make it to the initial interview. Still more walk-in candidates are expected on the recruitment day. Salient points - Attract both potential candidates and the public via advertising and promotional activities - Break the norm and misperceptions about the entertainment industry by building trust and confidence - Promote the industry and introduce career options in entertainment via campus talks Taken from Career Times 16 March 2007, p. B22 Your comments are welcome at [email protected]