In search for talented employees, firms are getting creative.
Style your hair with some mousse. Take a color marker and draw a new hair design that would make you stand out in the crowd at a cool rave party. Come home and wash it off with no harm done to your locks.
A team of Ukrainian students came up with this idea to expand the L’Oreal’s professional line for young men. They took part in the company’s “BrandStorm” contest and won. The contest aims to identify future marketing gurus and employ them. It kicked off in November for the first time in Ukraine.
The winners will compete in Paris against teams of students from around the world and are likely to win jobs within the cosmetics giant.
If we want to attract outstanding people, we need to take an outstanding approach and offer them more.
– Irina Pryadkina-Kamiri, human resources director at L’Oreal Ukraine.
As employment is picking up again in Ukraine, a growing number of international companies such as KPMG, Unilever, Henkel and others find that participating in employment fairs and talking to university students is not enough.
They sponsor contests for young and ambitious graduates in hopes of finding the best talent. The students get to be confronted with real business situations as company managers get the chance to evaluate their performance.
“If we want to attract outstanding people, we need to take an outstanding approach and offer them more,” said Irina Pryadkina-Kamiri, human resources director at L’Oreal Ukraine.
For “BrandStorm,” students had to start their projects from scratch. They did market research, created an innovative line of products and invented a publicity campaign. To assist, L’Oreal employed a marketing agency and supplied mentors.
Somewhat similar is Henkel’s Innovation Challenge, which has been in place since 2007 internationally and will start this year in Ukraine. Students will be asked to predict consumer needs in 2050 and develop product ideas for Henkel.
Pryadkina-Kamiri of L’Oreal said that student teams have in the past come up with applicators for cosmetics that have already been added to the beauty company’s line of products.
While the fast-moving consumer goods sector is always in need of fresh and innovative marketing ideas, more conservative businesses have also started applying different approaches to hiring.
A resume only shows the previous achievements of the candidate. A job interview doesn’t always point out personal and profession traits. During the creative competition, participants get a chance to demonstrate their skills and character to the full extent.
– Natalya Butenko, human resources director at KPMG.
Two years ago, KPMG launched the International Case Competition in Ukraine, where participants had to solve a business problem and present it to the jury of the company’s top managers.
This year, participants competed in the semi-finals in Moscow and in Istanbul for the finals. Apart from hands on business experience that all taking part benefitted from, the top 5 percent of participants in Ukraine received jobs with KPMG.
“A resume only shows the previous achievements of the candidate. A job interview doesn’t always point out personal and profession traits. During the creative competition, participants get a chance to demonstrate their skills and character to the full extent,” said Natalya Butenko, human resources director at KPMG.
“People who come to the company through such contests usually show not only professional qualities, but also a strong life position and their support of social initiatives,” she added.
According to many human resources specialists, the drawback of such competitions is usually that they are lengthy, sometimes costly and don’t yield immediate results.
Oksana Chernikova is director of the human resource department in Ukraine for Deloitte, one of the world’s so-called Big Four accounting and auditing firms. Deloitte, she says, applies creative hiring techniques to improve the efficiency of recruitment. It also helps “cut costs,” she added.
After rigorous testing and interviews, Deloitte invites the best candidates to solve business cases, such as analyzing the business side of creating a chain of low-cost hotels or building a Disneyland in Kyiv. That is usually followed by an informal social gathering with the company’s senior personnel.
“Our auditors have to work most of their time outside of the office,” Chernikova said. “When candidates are presented with business cases, we test whether they can stay concentrated and productive in a stressful situation. While candidates can prepare tests and rehearse for job interviews, case solving in front of everyone shows who they really are. Candidates also have a chance to ask our top managers questions and decide whether they really want to work at Deloitte during cocktails.”
Chernikova said that the approach helps increase the odds of hiring success.
L’Oreal: BrandStorm
Started in Ukraine: 2011
Goal: Create a new line of products for L’Oreal
Who can apply: Undergraduate and graduate students with economics and marketing majors who want to try themselves in marketing
When to apply: October-November 2011
How to apply: Find and follow L’Oreal on Facebook
Language: English
Reward: Ukraine winner travels to Paris for a competition, possible internships and job offers
Henkel Innovation Challenge
Started in Ukraine: Tentatively will start in July 2011
Goal: Come up with the ideas for new products at Henkel considering needs of consumers in 2050
Who can apply: Students from any educational background
When to apply: Tentatively July 2011
How to apply: Participants should form a team of 2-3 students, upload the innovation document and each team members’ CVs. All applications are accepted via the Henkel website
Language: English
Reward: Ukraine winner travels to a foreign country for an international competition, extensive mentoring, support from one of Henkel’s top senior managers and possible job offers
KPMG International Case Competition
Started in Ukraine: 2010
Goal: Solve business cases, present the solutions in front of a jury of top managers
Who can apply: 4-5th year students, post-graduates with any background
When to apply: October-November 2011
How to apply: Write an essay, complete application form on www.kpmg.com/ua
Language: English
Reward: Winner in Ukraine goes for a competition to a foreign country; best participants have a chance at employment
Kyiv Post staff writer Katya Grushenko can be reached at [email protected].
* Editor’s Note: The Kyiv Post is launching a new project called Inside Human Resources, a guide to employment and the job market. To contribute articles, contact senior editor Brian Bonner at [email protected].
