HRM Project: recruiting people to organization in telecommunication

Acknowledgement Our project has been successfully completed, thanks to the support staff of many friends & colleagues with gratitude. We wish to acknowledge all of them. However, we wish to make special mention of the following.

First of all we are thankful of our project guide Ms. Leshika Samaraweera under whose guideline we were able to complete our project. We are wholeheartedly thankful to her for giving us valuable time & attention & providing us a systematic way for completing our project in time. We are also very thankful to our parents who gave us help to present this project.

Group Members

Table of Contents

Description

Page Number

Introduction about Company

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Recruitment o What is Recruitment? o Type of external recruitment methods used by company o Importance of External Recruitment

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Advantages and Disadvantages for Organization

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Effectiveness Of External Recruitment in Dialog PLC

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Suggestions for improvement

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Introduction
Dialog Telecom PLC Dialog Axiata PLC is Sri Lankas flagship telecommunications service provider, which operates Dialog Mobile the countrys largest mobile network. A subsidiary of the Axiata Group Berhad Higher Diploma in Business Management
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(formerly TM International), Dialog is one of the largest listed companies on the Colombo Stock Exchange in terms of market capitalisation, valued at Rs. 116.05 billion (as at 15 September 2008). Dialog holds the distinction of being the first company in Sri Lanka to achieve a market capitalization of USD 1 billion. In addition to its core business of mobile telephony, Dialog operates a wide portfolio of multisensory connectivity services. This includes Dialog TV, a direct-to-home satellite television service, and Dialog Global which operates a wide portfolio of international telecommunication services. In addition, Dialog Broadband offers fixed-line services and broadband internet, whilst Dialog Tele-Infrastructure is the companys National telco infrastructure arm. Dialog holds leadership position in almost all its business spheres, with innovation, superior technology solutions and world-class customer service serving as catalysts for growth

Dialog Mobile Since the late 90s Dialog Higher Diploma in Business Management
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Mobile spearheaded the exponential growth of the countrys mobile telecommunication sector, propelling it to a status on par with the developed world. Dialog operates on 2.5G, 3 and 3.5G communications network that support the very latest in multimedia and mobile internet, coupled with the distinction of being the first to launch commercial 3G operations in South Asia. With a customer base of over 6 million, Dialog provides the best in mobile coverage, with over 1,200 base stations spanning all provinces. In addition, customers are linked to over 200 global destinations via international roaming, including 3G services. Dialog Television Dialog Television (Private) Limited (DTV) operates Dialog Satellite TV, a direct-to-home satellite entertainment service. Bringing the best of international content, DTVs offering includes CNN, BBC, HBO, Cinemax, AXN, ESPN, Discovery, MTV (Music Television) and Cartoon Network, amply demonstrating the diversity of its entertainment. This is in addition to a wide portfolio of Sri Lankan channels such as Citi Hitz, Channel C and The Buddhist. Currently, Dialog Television has a subscriber base of 100,000 island wide. Dialog Broadband Networks Dialog Broadband Networks (Private) Limited (DBN) is a key player in the provision of broadband internet, fixed-telephony, data networks and converged solutions in Sri Lanka.Dialog CDMA combines affordability and connectivity, offering subscribers the best spectrum and a network free of congestion. Dialog CDMA also provides subscribers with a host of other benefits such as call holding/waiting, SMS, CLI, call transfer, call forward, voice mail, fax, three-way calling and call conferencing facilities. DBN also provides broadband internet, powered by 4G WiMAX technology. Featuring prepackaged high-speed internet solutions, together with unlimited usage for a fixed monthly subscription, DBN has positioned itself as the best value for money service provider. Dialog Global

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Dialog Global, the international arm of Dialog provides a rich portfolio of international services with access to major submarine cable systems, satellite earth stations and state-of-the-art gateway facilities. Networked globally through its parent company, Axiata, and its partnership with Tier-1 international carriers, plus, the domestic support of Dialog Broadband Networks, Dialog Global is positioned to play an integral part in meeting the demands of retail and wholesale international voice and data services. Dialog Tele-Infrastructure Dialog Tele-Infrastructures (DTI) is Sri Lankas leading provider of telecommunications infrastructure, providing state-of-the-art transmission and co-location facilities to licensed operators. DTIs vision is to develop and maintain an advanced, universal infrastructure for operators of all kinds. Service of the Future Delivering world-class customer service to 6 million subscribers, Dialogs state-of-the-art Customer Contact Centre is the countrys largest and most modern Contact Management Facility. Powered by a dedicated staff of over 1,000 service professionals, Dialogs service agents are available round the clock via person-to-person interaction, web-based chat or email to support the growing customer base. Dialogs service team continuously evolves to maximise potential in terms of knowledge, technology know-how, efficient customer contact and transaction processing. This dedication to frontline service has resulted in a host of accolades and international recognition for world-class service. Dialog was the first South Asian company to receive Customer Service Quality Standard (CSQS) certification by the Asia Pacific Customer Service Consortium (APCSC), in recognition of its achievements and high level of compliance to CSQS Level III standards in Contact Management. Dialog received the Service Centre of The Year 2006 award and was recognized as Best in Class for Proactive Service Management at the Customer Relationship Excellence Awards, held in Hong Kong 2007. The Company was also honored at the annual GCCRM Customer Management Awards 2007, held in China, with awards for Customer Management

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Strategy Award Asia Pacific, Customer Management Technology Award Asia Pacific and the Retail Customer Experience Award Asia Pacific. Dialog Enterprise Contact Management (ECM) is the Business Process Outsourcing (BPO) venture of Dialog, offering clients the best in customer service contact technology and processes; channeling Dialogs expertise in customer service into enhancing client performance. ECMs indepth knowledge of end-to-end customer requirement is founded on the customer centricity that has made Dialog the leading communications service provider in Sri Lanka.

The Future Today Dialog prides itself in its commitment to, and achievement trail in research, development and technology-innovation. Dialog Mobile has the distinction of placing Sri Lanka as the first in the region and among the first 40 countries in the world to support High Speed Packet-Based Mobile Data Services with the launch of GPRS (General Packet Radio Service) in 2001. GPRS is a key element of 2.5G and 3G technology, offering higher data speeds, packet based data communications and end-to-end IP (Internet Protocol) based connectivity. Dialog Mobile extended its regional leadership in mobile technology with the introduction of Multi-Media Messaging (MMS) in 2002 placing itself among the first 35 networks in the world to support this break. In addition, the company was instrumental in extending the scope of mobile telephony to mobile data and a host of value-added applications within the first few years of operation. Dialog was the first operator to offer SMS, MMS, Mobile-commerce, mobile email, information on demand services well ahead of regional networks. The Company has also added many other Value Added Services such as Colour SMS, MMS Morphing, Songcatcher, Background Music, Phone Backup, Dialog Messenger, News Alerts and a host of 3G services including Video Calls, IDD Video Calls, Video Conferencing, 3G Roaming, Mobile Surveillance and 3G portal.

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Dialog unveiled eZ Pay, South Asias first mCommerce (Mobile Commerce) initiative in August 2007. eZpay is a revolutionary service that allows consumers to purchase goods, pay bills, transfer money and perform banking transactions via their mobile phones. Dialog Broadband Networks became the first operator in Sri Lanka to introduce WiMAX based Broadband Wireless Access services in November 2007.

We are looking for

Talented and enthusiastic persons who would like to grow with us and share our success. Individuals who can recognize our Vision and execute our every Mission with commitment and passion
Our Corporate Values envelop everything we do

At Dialog, we provide employees the opportunity to explore their ability, while engaging in challenging and interesting functions. We believe in exercising freedom of thought, creativity, integrity, accountability and above all teamwork.

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Recruitment What is Recruitment? It can be defined as a process of finding and attracting capable applicants for employment. The process begins when new recruits are sought and ends when their applications are submitted. The result is a pool of applications from which new employees are selected. Recruitment of candidates is the function preceding the selection, which helps create a pool of prospective employees for the organization so that the management can select the right candidate for the right job from this pool. Recruitment is a continuous process whereby the firm attempts to develop a pool of qualified applicants for the future human resources needs even though specific vacancies do not exist. Usually, the recruitment process starts when a manger initiates an employee requisition for a specific vacancy or an anticipated vacancy.

RECRUITMENT NEEDS ARE OF THREE TYPES PLANNED The needs arising from changes in organization and retirement policy ANTICIPATED Anticipated needs are those movements in personnel, which an organization can predict by studying trends in internal and external environment. UNEXPECTED Resignation, deaths, accidents, illness give rise to unexpected needs. Higher Diploma in Business Management
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Human Resource Management theories focus on methods of recruitment and selection and highlight the advantages of interviews, general assessment and psychometric testing as employee selection processes. The recruitment process could be internal or external or could also be online and involves the stages of recruitment policies, advertising, job description, job application process, interviews, assessment, decision making, legislation selection and training Examples of recruitment policies within healthcare sector and business or industrial sectors could provide insights on how recruitment policies are set and managerial objectives are defined. Successful recruitment methods include a thorough analysis of the job and the labor market conditions and interviews as well as psychometric tests to determine the potentialities of applicants. Small and medium sized enterprises (SMEs) also focus on interviews and assessment with emphasis on job analysis, emotional intelligence in new or inexperienced applicants and corporate social responsibility (CSR). Other techniques of selection that have been described include various types of interviews, in tray exercise, role play, group activity, etc.

Recruitment is almost central to any management process and failure in recruitment can create difficulties for any company including an adverse effect on its profitability and inappropriate levels of staffing or skills. Inadequate recruitment can lead to labor shortages, or problems in management decision making and the recruitment process could itself be improved by following management theories. The recruitment process could be improved in sophistication with Rodgers seven point plan, Munro-Frasers five-fold grading system, psychological tests, personal interviews, etc. Recommendations for specific and differentiated selection systems for different professions and specializations have been given. A new national selection system for psychiatrists, anesthetists and dental surgeons has been proposed within the UK health sector.

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Recruitment is however not just a simple selection process and requires management decision making and extensive planning to employ the most suitable manpower. Competition among business organizations for recruiting the best potential has increased focus on innovation, and management decision making and the selectors aim to recruit only the best candidates who would suit the corporate culture, ethics and climate specific to the organization. This would mean that the management would specifically look for potential candidates capable of team work as being a team player would be crucial in any junior management position. Human Management resource approaches within any business organization are focused on meeting corporate objectives and realization of strategic plans through training of personnel to ultimately improve company performance and profits The process of recruitment does not however end with application and selection of the right people but involves maintaining and retaining the employees chosen. Despite a well drawn plan on recruitment and selection and involvement of qualified management team, recruitment processes followed by companies can face significant obstacles in implementation. Theories of HRM may provide insights on the best approaches to recruitment although companies will have to use their in house management skills to apply generic theories within specific organizational contexts.

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Methods of external recruitment use by DIALOG What is external recruitment? External recruitment is when organizations looks to fill the vacancy from any suitable applicant outside organizations. Advertisements Advertisements are the most common form of external recruitment. They can be found in many places (local and national newspapers, notice boards, recruitment fairs) and should include some important information relating to the job (job title, pay package, location, job description, how to apply-either by CV or application form). Where a business chooses to advertise will depend on the cost of advertising and the coverage needed (i.e. how far away people will consider applying for the job. Advertising may do at several ways 1. TV commercials A television advertisement or television commercial, often just commercial, advert, ad, or adfilm is a span of television programming produced and paid for by an organization that conveys a message. Advertisement revenue provides a significant portion of the funding for most privately owned television networks. The vast majority of television advertisements today consist of brief advertising spots, ranging in length from a few seconds to several minutes (as well as programlength infomercials). Advertisements of this sort have been used to promote a wide variety of goods, services and ideas since the dawn of television. The effect of commercial advertisements upon the viewing public has been successful and pervasive. In many countries,

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2. MobileAdvertising Yes, as annoying as it might be for you to receive advertisements on your cell phone, it is now a fact that mobile advertising or cell phone advertising is one of the most effective ways of advertising. Most of the times, advertisers have a data of mobile numbers of their existing customer base as well as a list of phone numbers of people who might be potential customers. A message on the mobile phone rarely goes unnoticed and hence, qualifies as an effective marketing or advertising tool! 3. Web Banner Advertising If billboard advertising is used on roads, then a similar type called banner advertising is used on the web! Have you noticed the horizontal advertisement strips that are seen at the top of the web page? Web banners are usually constructed using images, or JavaScript, or any other multimedia objects and animations. Web banners are usually link to web pages that are related to the content on the existing website.

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From - dialog web site News Paper Advertising Newspaper advertising is one of the most common ways to advertise in many countries. Often cheaper than broadcast advertising, newspaper advertising usually provides advantages of greater market share in many locations. Also, newspaper advertising does not depend on the target audience having a television or radio on at a certain time in order to receive the message of the advertisement. Newspaper advertising comes in two major division: display or classified. Newspaper ads considered display ads are those that span multiple columns horizontally and often include graphics and borders. Classified newspaper advertising is in-column advertising that follows the natural flow of the column down the page vertically.

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Classified advertising is usually the cheapest option for most people and appeals to those who are after a certain market. For example, those seeking to rent an apartment, find a job, or buy a pet typically may use classified ads to aid in their searching. Although not traditional to classified ads, many publications offer small graphics and borders with classified ads. Classified ads are usually found in a specific section.

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Education Institutes &Schools Co-op programs and job placement programs are a great way to bring in new employees. Contact local colleges or universities to see if there is an opportunity to work together. o School sports team o Best results students o Prefects

Job Banks This is the most expensive route. If the business has limited resources to handle recruitment and hiring this might be a good option. It may also work well for an executive position that requires head hunting on a national or international level. Job centers often specialize in recruitment for specific sectors. They usually provide a shortlist of candidates based on the people registered with the agency. They also supply temporary or interim employees.

Recruitment can be done by using many methods. First make sure recruitment plans are set based on business goals and analyzing of past history. Then select the recruitment method that best meets those goals. Bear in mind the companies budget and the skills, knowledge and abilities required of the applicants. With careful planning recruitment needs can be filled with the least possible expense Provides employers with details of suitable candidates for a vacancy and can sometimes be referred to as head-hunters. They work for a fee and often specialize in particular employment areas e.g. nursing, financial services, teacher recruitment.

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Personal recommendation Often referred to as word of mouth and can be a recommendation from a colleague at work. A full assessment of the candidate is still needed however but potentially it saves on advertising cost.

Importance of External Recruitment The External Recruitment brings new people to the organization Which can be a huge benefit for the organization? The External Recruitment allows the organization to define the right requirements and the organization can select the candidate, which suits the organization best. The external recruitment can be in many situations quicker solutions, mainly in the situation, when the job market is full of potential job candidates

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Increase the popularity of the organization. The external recruitment is expensive and takes a lot of energy from the HRM Function to handle all the job candidates in the selection process. The advantages could be that you can get a wider audience for the job. By Advertising The choice of advertising media (e.g. national newspaper, internet, specialist magazine etc) depends on the requirement for the advert to reach a particular audience and, crucially, the advertising budget. This increases the chance that the business will be able to recruit the skills it needs . The disadvantages could be more training needed means more money.

Increase Organization Effectiveness

Adapting new ideas in to an effective manner would be increasing the innovative thinking power of the decision makers. The persons, who have been recruited from the outside, will add value by generating maximum out put, consuming lesser input. Diversified methods and scientific investment can be taken from the outside the company. In other hand competitive advantage is being increased because the persons who are coming from outside, may have diverse expertise and exposure about the different industries consequently technical knowhow is also being increased. It can be summarized as technical investment of the company which is coming from the outside of the company.

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Advantages and Disadvantages Advantages

Provide the company with new and fresh ideas. Reduce training expenses by hiring an employee experienced with working at your required level. May produce less confusion and be less upsetting to the current organizational hierarchy. Allows for swift growth. Can increase the diversity within a company. Can make the company more popular on the job market, especially in the current economic conditions. It helps you acquire competitive intelligence about other firms. New hires can help you identify other potential candidates to poach from their firm. The new ideas that applicants and new hires bring in stimulate the thinking of others. New hires ask why we do things that way so we are often forced to re-think the way we do things. It keeps our employees on the edge because they know they must compete against outsiders for jobs. Outside hires dont have political alliances already set up. This can help them implement new ideas without the baggage of past political battles. Already trained external hires may give us instant talent for new products, programs, and skills. Some argue that hiring already trained people is cheaper than developing and promoting internal talent. This effect varies depending on the cost of a new hire. It allows other firms to train and weed out the turkeys so we can hire the cream of the crop. As a result it can lower training cost. In a stagnant culture, outsiders might help shake things up and help us evolve our culture. When you hire a great talent from a close competitor, you gain one and as an added benefitthe competitor also loses one.

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 Disadvantages Takes longer and can cost the company more. It can be difficult to tell by the candidate's information whether they will fit in well with the company and its employees. Destroys incentive for current employees to aim for promotion, therefore damaging productivity. Candidate can take time to become familiar with current systems. Current employees may produce conflict over new ideas brought in by the outsider. Outside hires can weaken the corporate culture by bringing in counter culture people. The turnover rate for external hires is almost always higher than internal promotions because the candidates must both adjust to a new environment and they come to us as relative unknowns. External hires often have a longer adjustment period and orientation costs are higher. Customers may feel slighted if they dont get one of the Firms current employees. In a tight job the (potentially) higher starting salaries of outside hires may cause internal equity issues and eventually increase all salaries. In a tight job market there may be little external talent available or the quality of the limited talent may be poor. Firms with strategic alliances may anger their partners by poaching their talent. Hiring talent away from customers and suppliers may harm your business relationships. Legal issues can occur when hiring intact teams, top technical talent with non-compete agreements. In a competitive market you cant hire quality talent without a strong recruiting function. Learning internet recruiting and setting up web pages may be prohibitively expensive or time consuming. The world of external recruiting changes so rapidly and is so competitive that we might end up with lesser talent unless we can afford a strong recruiting function. The likelihood of lawsuits resulting from illegal practices by hard to control managers is high.

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Effectiveness of External recruitment process in Dialog The HRM Function of Dialog PLC has to push its HR managers to deliver clearly defined job profiles of the vacancies and the job profile cannot be changed during the recruitment process. Or, the change of the job profile cancels the search and starts a new one again. The hiring manager has to know the rules. When the job profile changes during the search, it changes the focus of the recruitment agency and brings a lot of job candidates unsuitable for the job position. Dialog PLC is a service oriented company which is then highly depending on the competencies, skills and proficiency of the employees. So recruiting external candidates will enable company to find out the most suitable persons who can add value to the company. Especially in service industry like Dialog Plc, needs employees who have good personality, curiously and dedication for listing customer complaints. Therefore the hiring manager can be a very weak point in the recruitment process. The hiring manager has to agree with the job profile and the hiring manager has to agree to decide quickly about the final job offer for the winning candidate. The hiring manager has to be aware of the danger of being late with inviting the job candidates and the late decision taken. The good contract with the recruitment agencies is a basis for the efficient cooperation. The recruitment agency has to know about the conditions given and the fees given for not meeting them. The recruitment agency has clearly agreed with the KPIs from the contract about the delivery of candidates, expected quality of candidates and basic competencies, which has to be met. The recruitment agency is a tool for the preselecting of the job candidates and it has to be able to meet the basic expectations to reduce the time needed from the HRM employees. The communication during the selection process is very crucial. There must be one point of the contact in the HRM Function and just one point of the contact in the recruitment agency. The resumes have to send to the one single email address in the HRM Function and the organization has to provide the basic feedback very quickly. The recruitment agency has to follow all the resumes sent to the organization as it can provide the candidates with additional information. The most crucial condition for the successful external recruitment process is a clear decision line and the agreement about the final person to decide about the new hire to the organization. The job candidates can lose their interest quickly, when the organization is not able to make a final decision and asks for additional information and time after all the job interviews are finished. It can then be summarized as being a service oriented company; Dialog is seeking the best out of best people to serve its customers.

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Suggestions for improvement There may be employees who can add value to the company by using their expertise which has been gathering for long time. Company should use its internal candidates who belong vast amount of experience, for train its external recruitment. It is recommended to have a process to meet all division heads, conduct a induction training sessions with them, associate all the employees in all department when new recruit is attached. Then he/she has comprehensive understanding about all the process of the company. It can also be recommended to have a comprehensive process to share the ideas of internal employees. Then they do not get de motivated. Give internal employees to share their attitudes and experience with the external recruiters with giving the opportunity to convene the expertise and finally reward the best attitudes which can add values to the external recruiters as well as the Dialog PLC. It then improves the quality of the external recruitment process, motivate internal employees and ultimately companys productivity will increase.

Recruitment process

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