This Week's Herman Trend Alert

Leadership in Normal 2.0

  The Herman Trend Alert

June 18, 2003

Job or Career?

In their recruiting, many employers are frustrated by the perceptions of prospective employees. Opportunities are seen as relatively short-term jobs, rather than the first step of long-term careers. Restaurants, hospitality, retail, and service industries are most challenged. To avoid the high cost of replacing departing workers, these employers will seek ways to combat employee turnover. A significant strategic approach will be a major shift in hiring. Leading employers in traditionally high- turnover fields will emphasize career opportunities to attract people looking for more than "just a job."

In the campaign to build workforce stability in typically unstable industries, this intellectual shift will be difficult, but essential. To compete effectively, these businesses must have continuity to deliver consistent service to increasingly demanding customers. Improving consumer confidence means strengthening employee competence, a goal best accomplished by keeping workers for longer periods of employment.

The process of change will begin in the executive suite, flowing quickly to both human resources for improved recruiting and management for more sensitive leadership. Forward-thinking human resource executives and recruiters will change the way they attract, screen, select, and hire employees. Long-term careers will be emphasized, a dramatic difference from tradition. This new attitude will be communicated through internet websites, printed materials, job fairs, and targeted recruiting.

For an example of how this strategy will be executed in the future, visit This inviting website is designed to appeal to the curious, forward-looking applicants sought by Federated Department Stores. The site targets a broad spectrum of career candidates, with an average of openings from 60 departments included each day. Openings range from entry level sales associates to executives through the vice president level. Visitors learn about careers, not just jobs.

Strategic recruiting will use internet resources much more in the future--- for all positions. Recruiters will use intricate websites to promote career paths, emphasize flexibility, showcase their training and development opportunities, and build communities of preferred candidates with the potential to join the employer's community. For more insight into how external and internal communities are built---to identify new hires and employees ready for promotion, see

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