Tapal (Term Report)

TAPAL MAKES TEATIME TERRIFIC
RECRUITMENT AND
SELECTION
TERM REPORT
TAPAL TEA PVT LTD
Submitted To:
Mr.Ather Qureshi
Submitted
By:
1
Kashan
Pirzada
2004-1-1-
4294
2
LETTER OF ACKNOWLEDGEMENT
Jan 1st 2009
Mr.Ather Qureshi
Course Instructor
Recruitment and Selection
IoBM
Karachi
Dear Readers:
Great ideas fuse into one another to give birth to one Great Idea.
Similarly, behind every success lies another successful hand.
First of all I would like to thank Almighty God, for helping me out and
guiding me in the honest tracks of my findings.
I thank Mr.Arshad Husain who imparted us the necessary knowledge.

This report has enabled me to apply all that I studied in class and gave
me the chance to enhance my knowledge.
My parents too, for their constant support throughout the report and
the numerous cups of coffee that they made for me during the nights
that I spent working on the report.
Kashan Pirzada
2004-1-1-4294
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LETTER OF TRANSMITTAL
Jan 1st 2009
Mr.Ather Qureshi
Course Instructor
Recruitment and Selection
IoBM
Karachi
To Whom It May Concern:
This report on the MAJOR PROBLEMS AND FUTURE TRENDS IN

RECRUITMENT AND SELECTION FACING AN ORGANIZATION IN
PAKISTAN, has been prepared according to your guidelines
and requirements.
I have tried my best to utilize as many resources as possible in

preparing this report. I hope that you will find this report complete and
interesting. I will be more than glad to respond to any queries that you
might have regarding my report.
Sincerely yours,
Kashan Pirzada
2004-1-1-4294
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TABLE OF CONTENTS
MISSION STATEMENT...............................................................................................................................7
OBJECTIVE...................................................................................................................................................7
INTRODUCTION..........................................................................................................................................8
PORTFOLIO ANALYSIS (BRANDS).......................................................................................................11
INTERNAL ANALYSIS..............................................................................................................................13
SWOT ANALYSIS.......................................................................................................................................15
RECRUITMENT & SELECTION.............................................................................................................19
RECRUITMENT AND SELECTION PROCESS....................................................................................21
SOURCES OF RECRUITMENT AND SELECTION.............................................................................23
FACTORS AFFECTING RECRUITMENT.............................................................................................26
RECRUITMENT POLICY OF A COMPANY.........................................................................................29
RECRUITMENT AND SELECTION POLICY OF TAPAL PVT LTD................................................32
RECRUITMENT AND SELECTION METHODS USED AT TAPAL..................................................33
RECRUITMENT VS SELECTION...........................................................................................................34
MAJOR CHALLENGES FACED BY ORGANIZATIONS IN RECRUITMENT AND SELECTION
........................................................................................................................................................................35
MAJOR PROBLEMS FACED BY TAPAL IN RECRUITMENT AND SELECTION ......................36
FUTURE TRENDS IN RECRUITMENT..................................................................................................38
AND SELECTION.......................................................................................................................................38
TAPAL’ S FUTURE TRENDS IN RECRUITMENT AND SELECTION.............................................43
RECOMMENDATIONS.............................................................................................................................44
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MISSION STATEMENT
To provide a value added service to our
customers with quality, reliable, and world-
class service. Customer satisfaction is our
number one priority.
OBJECTIVE
1.To transform our competencies into the
best advantage for our clients.
2.To offer quality services with integrity,

expertise and professionalism to enhances
our client's operation.
3.To offer personalized services according to

the clients need.
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INTRODUCTION
Tea is one of the most popular drinks in the entire world and the most
widely consumed beverage in South Asia. The demand for tea in
Pakistan is very high. With such a high consumer base, the competition
is also very intense. Brands such as Tapal, Lipton, Brooke Bond and
Supreme, being the leading tea makers not only compete with one
another but also face intense competition from loose tea.
ABOUT TAPAL
Tapal is a well known name in Pakistan. In 1947, it started business as

a Tea leader and so celebrated its 55th anniversary in 2002.
The journey of Tapal's remarkable success is the combined efforts of

three generations. Adam Ali Tapal was the founder of the Tapal
company. The saga of Tapal started with his formulation of a unique
tea blend, which was later named family mixture, that led to the Tapal
brand becoming a hot favorite, and eventually the largest selling
brand.
Taking a step forward from this humble foundation, Tapal moved up

the ladder of success by innovating and introducing different tea
brands to suit every taste and pocket, which were sold from its retail
outlet in Karachi’s Jodia Bazaar.
People from all parts of the city flocked to the outlet to purchase Tapal
tea, and soon, the quality of Tapal teas became legendary. The
company continued to thrive and grow under the management of the
founders son, Fazullah A. Tapal, who initiated tea distribution to retail
outlets around the city for the convenience of the people.
Currently it is managed by the founder’s grandson, Aftab F. Tapal who

has continued giving further strength to the foundations of quality laid
by his family.
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Making a modest beginning over half a century back, today Tapal has
become the largest, 100% Pakistani owned Tea Company in the
country. It has modern tea blending and packaging factories,
warehouses equipped with state-of-the-art equipment and a team of
highly dynamic professionals headed by Aftab Tapal himself. He was
the first to introduce soft packs in the country. He developed an
entirely new brand and category- Tapal’s Family Mixture (the mixture
of tea & dust). Mr. Aftab Tapal was the first to invent the highly
successful brand Danedar Leaf Blend. In December 1997, Tapal Tea
became the first Pakistani Tea Company to earn the ISO-9001
certification: a symbol of the highest international quality standards.
Again in December 2000, Tapal acquired the ISO-9001: 2000
certification, making it one of the first few companies in the world to
achieve this milestone. In addition to the standard requirements, the
ISO-9001: 2000 certification system includes requirements for
environment improvement, concepts of TQM (continuous
improvement) with major emphasis on consumer requirements and
satisfaction.
Tapal’s success has left many astounded. No magic formula however,

lies behind its growth other than hard work, dedication and of course
unique blends and better quality.
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PORTFOLIO ANALYSIS (BRANDS)
TAPAL DANEDAR:
Pioneer of the Danedar category in Pakistan, Tapal Danedar remains a
favorite around the country with its grape-nutty appearance, rich
golden color and strong refreshing taste. In fact its popularity is such
that other companies have launched their own versions of this blend,
but Tapal's remains the original and ultimate Danedar because of its
unique color, aroma and taste. Today, Tapal Danedar enjoys the
position of the "No.1 Tea Brand" in Pakistan.
TAPAL FAMILY MIXTURE:

A unique combination of high-grown Kenya leaf and dust tea, Tapal
Family Mixture is the pride of Tapal. Developed in 1947, it created a
completely new category in the tea market. It gives a refreshing aroma
of leaf and the strong taste of dust- together in one cup. It is the blend
that started the Tapal success story and many other companies
followed Tapal in introducing similar blends.
TAPAL SAFARI CHAI:

Tapal Safari is made from the finest Kenya leaf teas and provides extra
cuppage of great tasting tea to the consumer. Tapal Safari chai, with a
safari theme, is aimed at adventurous people.
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MEZBAN PREMIER DUST:

A full-flavored dust that delivers high quality at a very economical
price, Mezban Premier Dust is the blend for consumers who prefer tea
with a strong flavor & taste. Originally developed for tea shops
(dhabas), Mezban has become a favorite amongst household
consumers as well. It is the most popular brand of tea in Sindh. The
name of the brand itself is a characterization of the typical hospitality
that is inherent to and a matter of pride for the people of Sindh.
CHENAK DUST:
Highly popular in Sindh, Chenak is known for its extra strong flavor,
color and taste. As a result of these features and high quality of tea it
is No.1 in its category
TAPAL SPECIAL TEABAGS:

The unique flavor of high grown leaves especially selected from the
finest tea gardens in the world make Tapal Special Teabags a treat at
any time. The combination of an extra strong blend with the
convenience of environmental friendly metal-free tea bags has made
Tapal Special an instant hit with consumers
TAPAL JASMINE GREEN TEA:

Tapal Jasmine Green Tea is the most recent addition to Tapal Brands.
Tapal Jasmine Green Tea is blended to perfection using the finest tea
leaves and specially selected Jasmine to give a refreshing experience
of light taste and soothing aroma. It is available in metal-free tea bags
specially enveloped for extra freshness
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INTERNAL ANALYSIS
LOCATION OF FACTORY:
Tapal has its two factories located in two main cities of Pakistan
• Karachi
• Lahore
The location of both the Tapal factories has been strategically planned.
The distribution set up is divided in between two regions- North and
South. The north region includes Punjab and N.W.F.P, and the factory
in Lahore caters to this regions needs. While the Karachi factory caters
to the South region consisting of Sindh and Baluchistan. Mezban is
distributed in the south while Danedar and safari are distributed
countrywide.
SUPPLIERS:
Tapal relies on both local and foreign suppliers. As mentioned earlier,
Tapal imports from different countries in different seasons in order to
account for the climatic changes. The suppliers send samples to the
Tapal factory where the tea tasters taste them. The product quality is
approved by the Tea manager who is also a very skilled tea taster.
Once the quality is approved, the company bids for it and finally buys it
at the decided price. The filter paper and tags for Tapal are imported
from UK while the outer cartons are made in Pakistan.
Companies must also communicate with current and prospective
customers, and what they communicate should not be left to chance.
For most companies, the question is not whether to communicate but
how much to spend on communication and in what ways.
Companies must inform the consumers about the benefits of the

product and carefully position products in consumers’ minds. To do
this, they must skillfully use the mass promotion tools of advertising,
sales promotion and public relations. Moreover, the companies should
also make use of personal selling to increase its sales.
Tapal places great emphasis on the promotional activities of its various

brands. Its experienced marketing team has contributed over the years
to the phenomenal growth of the brands and the company. In recent
years, memorable advertising campaigns on the electronic media
using TV and film celebrities have made Tapal a house hold name.
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In keeping with its progressive outlook, Tapal has already launched a

new, contemporary corporate logo, in addition to updating the
packaging of all its brands. A new corporate slogan “Tapal-Makes
teatime terrific” has also been adopted and many other projects, as
the development of new brands, are already in the pipeline.
Over the years, Tapal’s advertising has been very much in line with the
down to earth quality conscious approach of Tapal itself. One plus
factor for Tapal’s advertising is its total conformity with its marketing
objectives and market realities. Tapal’s advertising has been
specifically targeted towards its buying segments. A hard sell, bold,
non-glamorous approach invited raised eyebrows from various
professional quarters. But as long as it kept producing unprecedented
results, no one raised any objections. To make ads devoid of glamour
and gimmicks of the computerized fad fashion in advertising was a
bold and courageous step which paid dividends in the relish with which
the consumer accepted the credible claims made for Tapal in soft,
unexaggerated, simple everyday language.
The successful mix of quality products, intelligent marketing, effective

distribution, and promotional activities resulted in an initial outburst of
a multiplication of sales in the mid 80’s which settled to a satisfactory
average annual growth of about 60%.
Tapal had initially taken the tea market by storm in 1987 when it
launched Tapal Danedar. This move was hailed as a breakthrough in
marketing itself, as Tapal managed to create an entirely new category.
Tapal’s promotion again rose to high levels as the company took the
decision to re-launch Tapal Danedar. The decision was a result of the
fact that the market became saturated as other companies followed
suit and Tapal Danedar came in the decline stage of the product life
cycle. A fresh perspective was required. Tapal’s marketing team
realized the importance of influencers and the new campaign now
targets them instead.
As Tapal decided to change its image, it targeted the younger market

segment. They felt the brand wasn’t flashy enough as its green and
yellow colors had faded with time. Therefore, to revive the brand, they
changed the color to bright red. The new image was communicated to
the consumers through a wide variety of media. This strategy did
wonders for their brand image as Danedar jumped from number 3 or 4
brand to number 1 in the minds of their young target market.
In order to augment this change, Tapal needed to do something
radical. So their agency Avenue Concepts came up with the idea of
associating Danedar with a Valentines Day promotion complimented
by their new red color. The theme was a huge hit, and along with the
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catchy new video by pop-star Najam “Jaisay chaho jiyo”, the

combination of these two associations became essential elements to
make this re-launch one of the most successful ever in the history of
Pakistan. This is quite an achievement considering the number of
Multinationals around.
MARKET:
Tapal’s market consists of people with needs, their purchasing power
and buying behavior. Different brands of Tapal cater to different
markets. For example, Mezban caters to interior Sindh while Safari has
been launched and is distributed at the national level.
COMPETITION:
Tapal faces two types of competition:

• Brand competition: Tapal faces intense competition from
Lipton, Supreme, Brooke Bond and ‘loose tea’. Among these the
greatest threat to Tapal is that of loose tea.
• Substitute Products: The substitutes of Tapal that fulfills
similar needs of the consumer are coffee, caffeinated drinks and
other hot beverages. Apart from these, Tapal also faces
competition from soft drinks such as Coke and Pepsi, especially
in the teenage market.
SWOT ANALYSIS
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STRENGTHS
The main strengths of Tapal are:
• It delivers Quality
• It is a very strong tea, which is why it is especially popular in the
interior.
INNOVATION:
There are many firsts associated with Tapal. It was the first tea
company to:
• Market Kenya tea in Pakistan which is said to be the best tea in
the world.
• Develop an entirely new blend and category-Tapal’s Family
Mixture (the mixture of leaf & dust).
• Introduce Danedar tea in Pakistan.
• Pakistani Company to get ISO 9002 certified.
• The first tea company to use a third party distribution network.
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INNOVATIVE PACKAGING:
Tapal is the first tea company to introduce soft packaging in Pakistan.
This soft packing technology keeps tea fresh and packing costs
economical.
EXCELLENT SACHETS:
Even though the product is fairly new in the market, yet Tapal special
teabags have captured much of the market share. The reason for its
popularity is its seal proof packing that keeps the tea fresh.
WEAKNESSES
PACKAGING:
Although Tapal is an innovator of soft packaging yet this has caused a
few problems for the company. Tapal faces a lot of problems with its
retailers regarding the placement of these packs as it is not possible to
stack these soft packs one on top of the other. They also require a lot
more shelf space. Another problem that Tapal faces is the reduced
amount of promotion as compared to its competitors; Lipton, Supreme
and Brooke Bond.
OPPORTUNITIES
PRODUCT LINE EXPANSION:

Tapal can increase its market share and gain a competitive edge by
expanding its product line. It can do this by either introducing various
flavored teas or other similar products such as ready made beverages.
PRODUCT MIX EXPANSION:

Tapal can also enter into altogether different line of products like
biscuits or milk which are compliments of tea.
THREATS
COMPETITORS:
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The biggest threat any company faces are its competitors. The same
applies to Tapal, which faces heavy competition from the leading
brands, Supreme, Lipton and Brooke Bond. Competition is not
restricted to capturing the market through the products only but also
through promotional gimmicks.
GOVERNMENT:
The instability in the political scenario is a major problem for the

company. Secondly, heavy taxes such as the General sales tax
imposed by the government are another major threat to the company.
WEATHER:
Since tea is grown naturally, weather plays a major role in its

production. A bad weather could result in low production of tea.
Therefore a lot of contingency planning is required in the production
department. They have to maintain a certain level of inventory
throughout the year so that they could meet the emergency
requirements.
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RECRUITMENT & SELECTION
MEANING OF RECRUITMENT
According to Edwin B. Flippo, “Recruitment is the process of searching
the candidates for employment and stimulating them to apply for jobs
in the organization”. Recruitment is the activity that links the
employers and the job seekers. A few definitions of recruitment are:
• 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.
• It is the process to discover sources of manpower to meet the

requirement of staffing schedule and to employ effective
measures for attracting that manpower in adequate numbers to
facilitate effective selection of an efficient working force.
• 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. The main objective of
the recruitment process is to expedite the selection process.
• 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
I.e. the needs arising from changes in organization and retirement

policy.
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• 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.
PURPOSE & IMPORTANCE OF RECRUITMENT
• Attract and encourage more and more candidates to apply in the

organization.
• Create a talent pool of candidates to enable the selection of best

candidates for the organization.
• Determine present and future requirements of the organization in

conjunction with its personnel planning and job analysis activities.
• Recruitment is the process which links the employers with the

employees.
• Increase the pool of job candidates at minimum cost.
• Help increase the success rate of selection process by decreasing

number of visibly under qualified or overqualified job applicants.
• Help reduce the probability that job applicants once recruited and
selected will leave the organization only after a short period of time.
• Meet the organizations legal and social obligations regarding the

composition of its workforce.
• Begin identifying and preparing potential job applicants who will be

appropriate candidates.
• Increase organization and individual effectiveness of various

recruiting techniques and sources for all types of job applicants
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RECRUITMENT AND SELECTION

PROCESS
The recruitment and selection is the major function of the human
resource department and recruitment process is the first step towards
creating the competitive strength and the strategic advantage for the
organizations. Recruitment process involves a systematic procedure
from sourcing the candidates to arranging and conducting the
interviews and requires many resources and time. A general
recruitment process is as follows:
• Identifying the vacancy:
The recruitment process begins with the human resource department

receiving requisitions for recruitment from any department of the
company. These contain:
• Preparing the job description and person specification.
• Locating and developing the sources of required number and

type of employees (Advertising etc).
• Short-listing and identifying the prospective employee with

required characteristics.
• Arranging the interviews with the selected candidates.
• Conducting the interview and decision making
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1. Identify vacancy
2. Prepare job description and person specification
3. Advertising the vacancy
4. Managing the response
5. Short-listing
6. Arrange interviews
7. Conducting interview and decision making
The recruitment process is immediately followed by the selection

process i.e. the final interviews and the decision making, conveying the
decision and the appointment formalities.
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SOURCES OF RECRUITMENT AND

SELECTION
Every organization has the option of choosing the candidates for its
recruitment processes from two kinds of sources: internal and external
sources. The sources within the organization itself (like transfer of
employees from one department to other, promotions) to fill a position
are known as the internal sources of recruitment. Recruitment
candidates from all the other sources (like outsourcing agencies etc.)
are known as the external sources of recruitment.
SOURCES OF RECRUITMENT
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INTERNAL SOURCES OF RECRUITMENT
1. TRANSFERS
The employees are transferred from one department to another

according to their efficiency and experience.
2. PROMOTIONS
The employees are promoted from one department to another with

more benefits and greater responsibility based on efficiency and
experience.
3. Others are UPGRADING AND DEMOTION of present employees

according to their performance.
4. RETIRED AND RETRENCHED EMPLOYEES may also be recruited

once again in case of shortage of qualified personnel or increase in
load of work. Recruitment such people save time and costs of the
organizations as the people are already aware of the organizational
culture and the policies and procedures.
5. The dependents and relatives of DECEASED EMPLOYEES AND

DISABLED EMPLOYEES are also done by many companies so that the
members of the family do not become dependent on the mercy of
others.
EXTERNAL SOURCES OF RECRUITMENT
1. PRESS ADVERTISEMENTS
Advertisements of the vacancy in newspapers and journals are a

widely used source of recruitment. The main advantage of this method
is that it has a wide reach.
2. EDUCATIONAL INSTITUTES
Various management institutes, engineering colleges, medical Colleges

etc. are a good source of recruiting well qualified executives,
engineers, medical staff etc. They provide facilities for campus
interviews and placements. This source is known as Campus
Recruitment.
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3. PLACEMENT AGENCIES
Several private consultancy firms perform recruitment functions on

behalf of client companies by charging a fee. These agencies are
particularly suitable for recruitment of executives and specialists. It is
also known as RPO (Recruitment Process Outsourcing)
4. EMPLOYMENT EXCHANGES
Government establishes public employment exchanges throughout the

country. These exchanges provide job information to job seekers and
help employers in identifying suitable candidates.
4. LABOUR CONTRACTORS
Manual workers can be recruited through contractors who maintain

close contacts with the sources of such workers. This source is used to
recruit labour for construction jobs.
5. UNSOLICITED APPLICANTS
Many job seekers visit the office of well-known companies on their

own. Such callers are considered nuisance to the daily work routine of
the enterprise. But can help in creating the talent pool or the database
of the probable candidates for the organization.
6. EMPLOYEE REFERRALS / RECOMMENDATIONS
Many organizations have structured system where the current

employees of the organization can refer their friends and relatives for
some position in their organization. Also, the office bearers of trade
unions are often aware of the suitability of candidates. Management
can inquire these leaders for suitable jobs. In some organizations these
are formal agreements to give priority in recruitment to the candidates
recommended by the trade union.
7. RECRUITMENT AT FACTORY GATE
Unskilled workers may be recruited at the factory gate these may be

employed whenever a permanent worker is absent. More efficient
among these may be recruited to fill permanent vacancies.
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FACTORS AFFECTING RECRUITMENT

The recruitment function of the organizations is affected and governed
by a mix of various internal and external forces. The internal forces or
factors are the factors that can be controlled by the organization. And
the external factors are those factors which cannot be controlled by
the organization. The internal and external forces affecting recruitment
function of an organization are:
FACTORS AFFECTING RECRUITMENT
INTERNAL FACTORS AFFECTING RECRUITMENT
The internal forces i.e. the factors which can be controlled by the
organization are:
1. RECRUITMENT POLICY
The recruitment policy of an organization specifies the objectives of

recruitment and provides a framework for implementation of
recruitment program. It may involve organizational system to be
developed for implementing recruitment programs and procedures by
filling up vacancies with best qualified people.
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FACTORS AFFECTING RECRUITMENT POLICY
• Organizational objectives
• Personnel policies of the organization and its competitors.
• Government policies on reservations.
• Preferred sources of recruitment.
• Need of the organization.
• Recruitment costs and financial implications.
2. HUMAN RESOURCE PLANNING
Effective human resource planning helps in determining the gaps

present in the existing manpower of the organization. It also helps
in determining the number of employees to be recruited and what
qualification they must possess.
3. SIZE OF THE FIRM
The size of the firm is an important factor in recruitment process. If

the organization is planning to increase its operations and expand
its business, it will think of hiring more personnel, which will handle
its operations.
4. COST
Recruitment incur cost to the employer, therefore, organizations try

to employ that source of recruitment which will bear a lower cost of
recruitment to the organization for each candidate.
5. GROWTH AND EXPANSION
Organization will employ or think of employing more personnel if it

is expanding it’s operations
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EXTERNAL FACTORS AFFECTING RECRUITMENT
The external forces are the forces which cannot be controlled by the
organization. The major external forces are:
1. SUPPLY AND DEMAND
The availability of manpower both within and outside the organization

is an important determinant in the recruitment process. If the company
has a demand for more professionals and there is limited supply in the
market for the professionals demanded by the company, then the
company will have to depend upon internal sources by providing them
special training and development programs.
2. LABOUR MARKET
Employment conditions in the community where the organization is

located will influence the recruiting efforts of the organization. If there
is surplus of manpower at the time of recruitment, even informal
attempts at the time of recruiting like notice boards display of the
requisition or announcement in the meeting etc will attract more than
enough applicants.
3. IMAGE / GOODWILL
Image of the employer can work as a potential constraint for

recruitment. An organization with positive image and goodwill as an
employer finds it easier to attract and retain employees than an
organization with negative image. Image of a company is based on
what organization does and affected by industry. For example finance
was taken up by fresher MBA’s when many finance companies were
coming up.
4. POLITICAL-SOCIAL- LEGAL ENVIRONMENT
Various government regulations prohibiting discrimination in hiring and

employment have direct impact on recruitment practices. For example,
Government of India has introduced legislation for reservation in
employment for scheduled castes, scheduled tribes, physically
handicapped etc. Also, trade unions play important role in recruitment.
This restricts management freedom to select those individuals who it
believes would be the best performers. If the candidate can’t meet
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criteria stipulated by the union but union regulations can restrict

recruitment sources.
5. UNEMPLOYMENT RATE
One of the factors that influence the availability of applicants is the

growth of the economy (whether economy is growing or not and its
rate). When the company is not creating new jobs, there is often
oversupply of qualified labour which in turn leads to unemployment.
6. COMPETITORS
The recruitment policies of the competitors also affect the recruitment

function of the organizations. To face the competition, many a times
the organizations have to change their recruitment policies according
to the policies being followed by the competitors.
RECRUITMENT POLICY OF A COMPANY
In today’s rapidly changing business environment, a well defined

recruitment policy is necessary for organizations to respond to its
human resource requirements in time. Therefore, it is important to
have a clear and concise recruitment policy in place, which can be
executed effectively to recruit the best talent pool for the selection of
the right candidate at the right place quickly. Creating a suitable
recruitment policy is the first step in the efficient hiring process. A
clear and concise recruitment policy helps ensure a sound recruitment
process.
It specifies the objectives of recruitment and provides a framework for

implementation of recruitment program. It may involve organizational
system to be developed for implementing recruitment programs and
procedures by filling up vacancies with best qualified people.
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COMPONENTS OF THE RECRUITMENT AND

SELECTION POLICY
• The general recruitment policies and terms of the organization
• Recruitment services of consultants
• Recruitment of temporary employees
• Unique recruitment situations
• The selection process
• The job descriptions
• The terms and conditions of the employment
A recruitment policy of an organization should be such that:
• It should focus on recruiting the best potential people.
• To ensure that every applicant and employee is treated equally

with dignity and respect.
• Unbiased policy.
• To aid and encourage employees in realizing their full potential.
• Transparent, task oriented and merit based selection.
• Weightage during selection given to factors that suit organization

needs.
• Optimization of manpower at the time of selection process.
• Defining the competent authority to approve each selection.
• Abides by relevant public policy and legislation on hiring and

employment relationship.
• Integrates employee needs with the organizational needs.
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FACTORS AFFECTING RECRUITMENT AND SELECTION

POLICY
• Organizational objectives
• Personnel policies of the organization and its competitors.
• Government policies on reservations.
• Preferred sources of recruitment.
• Need of the organization.
• Recruitment costs and financial implications.
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POLICY OF TAPAL PVT LTD
At TAPAL our policy to always recruit the best person

for the job regardless of their race, sex, marital
status, creed, ethnic origin, religion, colour, sexual
orientation, age or disability.
We treat anyone who applies for a job with us as a

customer. That means we aim to make our
recruitment process fast, efficient and courteous, to
give you the best possible information to help you
decide about a job with us.
We will make sure that the people who are

responsible for recruitment have all the necessary
skills and resources to be able to carry out their job
efficiently, effectively and professionally.
We will use selection methods appropriate to the

vacancy and location and we will objectively assess
candidates against pre-agreed criteria.
These principles apply to all recruitment undertaken

by TAPAL as well as consideration of local
employment legislation when appropriate
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METHODS USED AT TAPAL
• For recruiting managerial/professional candidates, the Internet is

the most popular advertising medium.
• Tapal regularly utilizes it’s internal resources (e.g., internal job

postings and employee referrals) when recruiting both internal and
external candidates
Different kinds of agencies are used to recruit for positions at

different levels.
• Temporary and government agencies are used mainly to recruit

non-management candidates.
• Employment agencies, colleges, and professional organizations

are used more often to recruit managerial/professional
candidates.
• Tapal uses behavior-based interviews to some extent when

selecting employees and plan to use them more frequently in the
future. This type of structured interview can be used to validly
predict future behavior in dimensions (or competencies) critical
to job success.
33
RECRUITMENT VS SELECTION
Both recruitment and selection are the two phases of the employment
process. The differences between the two are:
1. Recruitment is the process of searching the candidates for

employment and stimulating them to apply for jobs in the organization
WHEREAS selection involves the series of steps by which the
candidates are screened for choosing the most suitable persons for
vacant posts.
2. The basic purpose of recruitments is to create a talent pool of

candidates to enable the selection of best candidates for the
organization, by attracting more and more employees to apply in the
organization WHEREAS the basic purpose of selection process is to
choose the right candidate to fill the various positions in the
organization.
3. Recruitment is a positive process i.e. encouraging more and more

employees to apply WHEREAS selection is a negative process as it
involves rejection of the unsuitable candidates.
4. Recruitment is concerned with tapping the sources of human

resources WHEREAS selection is concerned with selecting the most
suitable candidate through various interviews and tests.
5. There is no contract of recruitment established in recruitment

WHEREAS selection results in a contract of service between the
employer and the selected employee
34
MAJOR CHALLENGES FACED BY

ORGANIZATIONS IN RECRUITMENT
AND SELECTION
Recruitment is a function that requires business perspective, expertise,
ability to find and match the best potential candidate for the
organization, diplomacy, marketing skills (as to sell the position to the
candidate) and wisdom to align the recruitment processes for the
benefit of the organization. The HR professionals – handling the
recruitment function of the organization- are constantly facing new
challenges. The biggest challenge for such professionals is to source or
recruit the best people or potential candidate for the organization.
In the last few years, the job market has undergone some fundamental
changes in terms of technologies, sources of recruitment, competition
in the market etc. In an already saturated job market, where the
practices like poaching and raiding are gaining momentum, HR
professionals are constantly facing new challenges in one of their most
important function- recruitment. They have to face and conquer
various challenges to find the best candidates for their organizations.
The major challenges faced by the HR in recruitment are:
• Adaptability to globalization – The HR professionals are expected

and required to keep in tune with the changing times, i.e. the
changes taking place across the globe. HR should maintain the
timeliness of the process
• Lack of motivation – Recruitment is considered to be a thankless

job. Even if the organization is achieving results, HR department
or professionals are not thanked for recruiting the right
employees and performers.
35
• Process analysis – The immediacy and speed of the recruitment

process are the main concerns of the HR in recruitment. The
process should be flexible, adaptive and responsive to the
immediate requirements. The recruitment process should also be
cost effective.
• Strategic prioritization – The emerging new systems are both an

opportunity as well as a challenge for the HR professionals.
Therefore, reviewing staffing needs and prioritizing the tasks to
meet the changes in the market has become a challenge for the
recruitment professionals.
MAJOR PROBLEMS FACED BY TAPAL IN

The major problems faced by tapal in recruitment

and selections of candidates are as follows:
• Shortage of qualified applicants
• Competition for the same applicants
• Difficulty finding and identifying applicants
• non- turning up of candidates at the time of

personal interviews
• Backing up at time of joining
• Wrong references.
36
This not only maintains the vacancy in the

organization but also consumes a lot of time
and money.
37
FUTURE TRENDS IN RECRUITMENT

AND SELECTION
The following trends are being seen in recruitment and selection:
• OUTSOURCING
The HR processes are being outsourced from more than a decade now.
A company may draw required personnel from outsourcing firms. The
outsourcing firms help the organization by the initial screening of the
candidates according to the needs of the organization and creating a
suitable pool of talent for the final selection by the organization.
Outsourcing firms develop their human resource pool by employing
people for them and make available personnel to various companies as
per their needs. In turn, the outsourcing firms or the intermediaries
charge the organizations for their services.
Advantages of outsourcing are:
1. Company need not plan for human resources much in advance.
2. Value creation, operational flexibility and competitive advantage
3. turning the management's focus to strategic level processes of

HRM
4. Company is free from salary negotiations, weeding the

unsuitable resumes/candidates.
5. Company can save a lot of its resources and time
• POACHING/RAIDING
“Buying talent” (rather than developing it) is the latest mantra being
followed by the organizations today. Poaching means employing a
competent and experienced person already working with another
reputed company in the same or different industry; the organization
might be a competitor in the industry. A company can attract talent
from another firm by offering attractive pay packages and other terms
38
and conditions, better than the current employer of the candidate. But
it is seen as an unethical practice and not openly talked about. Indian
software and the retail sector are the sectors facing the most severe
brunt of poaching today. It has become a challenge for human
resource managers to face and tackle poaching, as it weakens the
competitive strength of the firm.
• E-RECRUITMENT
Many big organizations use Internet as a source of recruitment. E-

recruitment is the use of technology to assist the recruitment
process. They advertise job vacancies through worldwide web. The
job seekers send their applications or curriculum vitae i.e. CV
through e mail using the Internet. Alternatively job seekers place
their CV’s in worldwide web, which can be drawn by prospective
employees depending upon their requirements.
Advantages of e-recruitment are:
o Low cost.
o No intermediaries
o Reduction in time for recruitment.
o Recruitment of right type of people.
o Efficiency of recruitment process.
39
E-RECRUITMENT
The buzzword and the latest trends in recruitment is the “E-

Recruitment”. Also known as “Online recruitment”, it is the use of
technology or the web based tools to assist the recruitment process.
The tool can be either a job website like naukri.com, the organization’s
corporate web site or its own intranet. Many big and small
organizations are using Internet as a source of recruitment. They
advertise job vacancies through worldwide web. The job seekers send
their applications or curriculum vitae (CV) through an e-mail using the
Internet. Alternatively job seekers place their CV’s in worldwide web,
which can be drawn by prospective employees depending upon their
requirements.
The internet penetration in India is increasing and has tremendous

potential. According to a study by NASSCOM – “Jobs is among the top
reasons why new users will come on to the internet, besides e-mail.”
There are more than 18 million resume’s floating online across the
world.
The two kinds of e- recruitment that an organization can use is –
• Job portals – i.e. posting the position with the job description and
the job specification on the job portal and also searching for the
suitable resumes posted on the site corresponding to the opening in
the organization.
• Creating a complete online recruitment/application section in the

companies own website. - Companies have added an application
system to its website, where the ‘passive’ job seekers can submit
their resumes into the database of the organization for
consideration in future, as and when the roles become available.
Resume Scanners: Resume scanner is one major benefit provided by

the job portals to the organizations. It enables the employees to screen
and filter the resumes through pre-defined criteria’s and requirements
(skills, qualifications, experience, payroll etc.) of the job.
Job sites provide a 24*7 access to the database of the resumes to the
employees facilitating the just-in-time hiring by the organizations. Also,
the jobs can be posted on the site almost immediately and is also
cheaper than advertising in the employment newspapers. Sometimes
companies can get valuable references through the “passers-by”
40
applicants. Online recruitment helps the organizations to automate the

recruitment process, save their time and costs on recruitments.
ONLINE RECRUITMENT TECHNIQUES
• Giving a detailed job description and job specifications in the job

postings to attract candidates with the right skill sets and
qualifications at the first stage.
• E-recruitment should be incorporated into the overall recruitment

strategy of the organization.
• A well defined and structured applicant tracking system should

be integrated and the system should have a back-end support.
• Along with the back-office support a comprehensive website to

receive and process job applications (through direct or online
advertising) should be developed.
Therefore, to conclude, it can be said that e-recruitment is the

“Evolving face of recruitment.”
ADVANTAGES & DISADVANTAGES OF E-RECRUITMENT
There are many benefits – both to the employers and the job seekers
but the e-recruitment is not free from a few shortcomings. Some of the
advantages and the disadvantages of e- recruitment are as follows:
ADVANTAGES OF E-RECRUITMENT ARE:
• Lower costs to the organization. Also, posting jobs online is

cheaper than advertising in the newspapers.
• No intermediaries.
41
• Reduction in the time for recruitment (over 65 percent of the

hiring time).
42
TAPAL’ S FUTURE TRENDS IN

Tapal is considering the

implementation of the above
mentioned trends as per requirements
and when needed so that it can
enhance its recruitment and selection
process and make it more effective.
43
RECOMMENDATIONS
• Better recruitment and selection strategies result

in improved organizational outcomes. The more
effectively organizations recruit and select
candidates, the more likely they are to hire and
retain satisfied employees
• Tapal should plan to increase their use of

computerized resume screening in the future.
New technology allows organizations to screen
literally thousands of resumes in a fraction of the
time it takes to screen them manually
• Tapal should consider the use of testing or

assessment methods extensively in their
selection process. These structured approaches
to assess skills, abilities, and knowledge can
significantly reduce the candidate pool by
eliminating those who fail to meet the minimum
job qualifications.
• Tapal should consider using the combined

interview approach i.e. a combination of
Biographical, Behavioral and Situational
Interview for its selection process as this is the
ideal approach.
• Organization has to understand what will be the

deliverable of the profile. What is exact job
profile? This is the first issue to be freezed rather
than recruitment. Pay right to the right person
commensurate to his/her experience,
qualification, key skills and track record.
44
45

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TAPAL MAKES TEATIME TERRIFIC

TAPAL TEA PVT LTD

Jan 1st 2009

I thank Mr.Arshad Husain who imparted us the necessary knowledge.

Jan 1st 2009

To Whom It May Concern:

This report on the MAJOR PROBLEMS AND FUTURE TRENDS IN

I have tried my best to utilize as many resources as possible in

2.To offer quality services with integrity,

3.To offer personalized services according to

Tapal is a well known name in Pakistan. In 1947, it started business as

The journey of Tapal's remarkable success is the combined efforts of

Taking a step forward from this humble foundation, Tapal moved up

Currently it is managed by the founder’s grandson, Aftab F. Tapal who

Tapal’s success has left many astounded. No magic formula however,

PORTFOLIO ANALYSIS (BRANDS)

TAPAL FAMILY MIXTURE:

TAPAL SAFARI CHAI:

MEZBAN PREMIER DUST:

TAPAL SPECIAL TEABAGS:

TAPAL JASMINE GREEN TEA:

Companies must inform the consumers about the benefits of the

Tapal places great emphasis on the promotional activities of its various

In keeping with its progressive outlook, Tapal has already launched a

The successful mix of quality products, intelligent marketing, effective

As Tapal decided to change its image, it targeted the younger market

catchy new video by pop-star Najam “Jaisay chaho jiyo”, the

Tapal faces two types of competition:

PRODUCT LINE EXPANSION:

PRODUCT MIX EXPANSION:

The instability in the political scenario is a major problem for the

Since tea is grown naturally, weather plays a major role in its

RECRUITMENT & SELECTION

• A process of finding and attracting capable applicants for

• It is the process to discover sources of manpower to meet the

• Recruitment of candidates is the function preceding the

• Recruitment is a continuous process whereby the firm attempts

RECRUITMENT NEEDS ARE OF THREE TYPES

I.e. the needs arising from changes in organization and retirement

Anticipated needs are those movements in personnel, which an

Resignation, deaths, accidents, illness give rise to unexpected needs.

PURPOSE & IMPORTANCE OF RECRUITMENT

• Attract and encourage more and more candidates to apply in the

• Create a talent pool of candidates to enable the selection of best

• Determine present and future requirements of the organization in

• Recruitment is the process which links the employers with the

• Increase the pool of job candidates at minimum cost.

• Help increase the success rate of selection process by decreasing

• Meet the organizations legal and social obligations regarding the

• Begin identifying and preparing potential job applicants who will be

• Increase organization and individual effectiveness of various

RECRUITMENT AND SELECTION

• Identifying the vacancy:

The recruitment process begins with the human resource department

• Preparing the job description and person specification.

• Locating and developing the sources of required number and

• Short-listing and identifying the prospective employee with

• Arranging the interviews with the selected candidates.

• Conducting the interview and decision making

2. Prepare job description and person specification

3. Advertising the vacancy

4. Managing the response

7. Conducting interview and decision making