HR Corner The right tools to build a talented workforce by Thomas Chan Recruitment initiative starts with creating management framework Anyone who has undertaken a home improvement project will know that its success depends on finding the right materials and using appropriate tools to achieve the desired results. Help is now at hand with the news that B&Q, Europe's number one home improvement retailer, is to open a first store in Hong Kong in Spring next year. Recruitment began in June with the hiring of the store management team including trade managers and staff for a decoration centre. A local support team of functional experts in HR, marketing and buying has also been taken on. "We plan to recruit 160 staff in total and are now looking for department managers and supervisors to start in December and frontline staff to be on board by next February," says Johanna Cheung, the human resources manager for B&Q Asia. The critical factor is to find individuals who are mature, believe in providing quality service, and put the customer first. The company also places a lot of emphasis on personal attributes such as honesty, integrity and respect for customers, colleagues and managers. "As the retail sector is quite competitive, high-quality staff with good potential are not easy to find," says Ms Cheung. Prospective department managers, for example, should have retail experience, be ready to accept significant responsibility, and have a thorough understanding of merchandising and product layout. The company's approach is to place interesting and lively advertisements in targeted media both to attract candidates and to build the brand in Hong Kong. We expect staff to be very knowledgeable about everything they are selling Special skills As B&Q stocks over 30,000 products, ranging from paint and tiles to bathroom and kitchen fittings, comprehensive training ensures that staff have the necessary product knowledge to offer practical advice to customers. "We are here to provide solutions, so we expect staff to be very knowledgeable about everything they are selling," Ms Cheung explains. Going a step further, the company will also hire trade experts with extensive hands-on experience in home decoration. "They may be painters or electricians who can share their knowledge with our customers and also help in coaching sales staff about the features and benefits of different products," says Ms Cheung. To find people with the required skills, the company plans to work with the Labour Department as part of their recruitment strategy. "We hope to help the community by creating jobs and, at the same time, meet our own operational needs," Ms Cheung says. Employer brand Although widely known in Europe, B&Q is making additional effort to establish an employer brand in Hong Kong and familiarise the public with the nature of the business. "We want people to know that we are a one-stop shop for creating a comfortable living environment at an affordable price," notes Ms Cheung. "For this reason, we will also be recruiting interior designers and decoration specialists who will offer consultancy services on home design or even complete refurbishment projects." The company has a down to earth and open culture which creates a happy working environment where staff are valued and respected. "We encourage everyone to express their point of view and share ideas," Ms Cheung adds. Already a market leader with 52 mainland stores and 21 in Taiwan, the corporate philosophy recognises that recruiting the right people and then giving them the training and development to reach their full potential is a vital part of the business process. So far, the choice of recruitment channels has worked well and the company believes it has got its message across. "The response has been very encouraging," Ms Cheung concludes. Taken from Career Times 22 September 2006, p. A20 Your comments are welcome at [email protected]