COSMETICS BUSINESS LIVE
LAVANDI TALENT
How to attract & retain great talent in your business
Speakers Gary Laverty & Genie Burgees
L
avandi is a beauty and personal care recruitment agency, and one of the things clients talk to us about is the cost of a bad
hire. Forbes says that the Department of Labor estimates that the cost of a bad hire can equal up to 30% of a company’s complete first year earnings in the early stages of a business. The Prestige Recruitment Group did a year-long study, and mishiring a mid-management professional on a salary of around £42,000 can cost the company up to £132,000. This includes the recruitment costs, the training cost of that one individual and also the mismanagement and productivity of that individual.
KNOW YOURSELF One of the things Lavandi finds when speaking to a client is that how they like to see themselves is maybe not how others see them. So it is really important that you speak to your team before you’re prospecting [for new talent] and do an anonymous survey to find out what they like, what they don’t like and what they would like to be changed. When you’re prospecting and looking for people, there’s no point selling your business as some dream. For a lot of managing directors or owners of businesses, it’s their baby and when they’re selling their business they’re going to promise the world. What we find is we place candidates there and then, in three months, we’re replacing
42 December 2022
that job again, because they’ve found something else. So it’s about prospecting the right people and the best way of doing that is by comparing yourself to the competition. It is really important to know what your competitors are doing and what salary you’re offering, because a lot of clients will come to us and say ‘this is what we’re paying, this is what we’ve always paid’ – well, that’s great, but that doesn’t mean you’re going to get the right person for that job. In fact, you’re probably not.
Usually a prospective new client doesn’t look at the candidate as the problem. They want to know why they didn’t stay there, and they feel like it’s a problem with the hire.
THE INTERVIEW PROCESS
A lot of clients do first stage and second stage interviews via
Teams, and we don’t agree with that. People are completely different face-to- face. And, while I think it’s good to do a first stage interview via Teams, because it doesn’t waste time, face-to-face you definitely get a better feel. It’s very important to do two to three stages if necessary, and definitely don’t feel like one stage is enough.
COMPANY CULTURE IS KING A lot of the time, when companies are hiring, they’re leaving managing directors to do the hiring, or sales managers. These people weren’t brought
in to necessarily be recruitment consultants, so it’s not their number one focus. It’s very time consuming and time is being taken away from doing their actual job, which is managing a team. And when you hire the wrong person it can have a big shift in the culture of the business. So if you’ve hired somebody and they’re not the right fit, for example, but they’re already a part of the team, the team can change completely.
Also bringing people in on a higher
salary. If you’re hiring top talent, and you bring them in on a higher salary than the rest of the team who are doing the same job, that can have a really negative effect on the business, as staff talk about things like that and it can cause friction within the group. To add onto that: a key point is location. We are sick of speaking to clients who are based in the middle of nowhere but want people to be in the office. We understand that for certain roles this is required. But there are so many jobs, particularly in marketing, where employees don’t need to be in the office. We find the businesses that we’re working with that we’ve seen grow massively are those brands that are letting people be grown-ups, trusting they’re employing the right people and letting them work from home, or be flexible with their work. A business that isn’t hiring the right people, or only hiring people based on their location is missing out. We fill UK jobs for candidates in America, because they’re the best people for the job. There has been a big shift since Covid-19 when everybody was working from home and people moved out of London, for example, to find cheaper housing. So talent has shifted massively and a lot of companies that are doing really, really well do focus more on hybrid working, or offering better packages.
For 99% of our candidates the number one thing on their agenda is progression within a business and a company culture. Salary has taken a backdrop. We did a LinkedIn poll and ‘number one’ on what people wanted out of a career move was culture; number two was progression; and then number three was salary and the package that the business offered, so that’s a massive change.
If you’re not offering company culture as a business, you’re really missing out on top talent in the industry
cosmeticsbusiness.com
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