Storey suggest that there are four areas to monitor in determining
recruitment effectiveness:^12
●the number of initial enquiries which result in a completed application
form
●the number of candidates at various stages in the recruitment and selec-
tion process, especially those shortlisted
●the number of candidates recruited
●the number of candidates retained in the company after six months.
This, however, is only part of the picture. Organizations need to
have a way of determining the quality of the candidates who
applied for the positions. Has the company been swamped by hun-
dreds of applications but only a few of the candidates had the nec-
essary skills? This could possibly point to incorrectly worded
advertisements which don’t provide enough specific information
about the job to be done. The people involved in the recruitment
process are often best qualified to determine the success of the
recruitment process. They can get informal feedback from potential
recruits during the interviewing process and can ask for formal
feedback after the process has been completed.
Once an employee has been recruited into the organization and
the induction training is completed, the next and probably the most
difficult task is how to develop and maintain a customer-oriented
culture, where employees are able to excel in assisting and support-
ing the organization in achieving its goals. The next section will
focus on the internal market domain and review different
approaches to internal marketing.
The internal market domain
The concept of internal marketing has emerged in the literature in
the last two decades as a way of enabling companies to get, moti-
vate and retain customer-conscious employees.^13 The concept was
then described more widely in the services management literature^14
and found to be valuable in industrial marketing.^15 An increasing
number of companies have recognized the need for internal mar-
keting programmes and the implementation of these programmes
has gained momentum in recent years, with perhaps the most
312 Relationship Marketing