Relationship Marketing Strategy and implementation

The recruitment market domain

Despite the economic recovery of recent years, redundancy and
downsizing have become a fact of life for British industry. Many
highly skilled and capable people have been forced back into the job
market and it would seem that employers have even greater sources
of potential candidates from which to choose. The reality, however,
is that it is becoming increasingly difficult to find good staff. Skills
shortages in key areas mean that employers are often facing the
dilemma of trying hard to fill vacancies for some jobs, whilst at the
same time being swamped by floods of applications for other jobs.
In the volatile market of the late 1990s, skill and experience are no

304 Relationship Marketing

Supplier/ Internal Markets

Alliance

Markets

Recruitment

Markets

Influence

Markets

Referral

Markets

Customer

Markets

Front line staff

Supervisors

Managers

CEO

Figure 5.2 The internal market domain.