Introduction
Netflix is one of the leading companies in internet streaming industry with extremely aggressive growth strategy in its domestic and international market. Singapore is one of the strategic locations for the organization, which allows access not only to the large and technologically advanced market in the country but also to North Korea and other regions within the East and South East Asian Market (Netflix, 2015). Singapore growth strategy is based on competitive pricing and aggressive differentiation strategy, where Netflix offers own original content and plans to expand production on Singapore local market (Peng, 2015).
Job Analysis
The purpose of this study is to provide a job analysis and outline the design of a specific position of Business Development Manager for Singapore and South Korea within the Netflix company, open for external candidates (Parker and Wall, 1998).
Job Description
Netflix has a global growth story and strong expansion ambitions in Singapore and South Korea. The Business Development Team is responsible for leading the major partnerships in the region to enhance Netflix service and offer better opportunities for our customers in these countries to sign up for Netflix service through different screens and services.
Who we are looking for?
We are looking for a Business Development Director, responsible for both, Singapore domestic market and the development of South Korea business. The role will focus on partnerships with Consumer Electronic companies and ISPs and MNOs in Singapore and South Korea.
Job Location
The position is initially opened in Singapore, but the company is relatively flexible with regards to the location of the candidate, which means that the suitable candidate can also work from South Korea.
Reporting Structure
Reporting to the CEO of the organization in Singapore, the Business Development Director will lead a team of 16 professionals, controlling over the region of South Korea, Singapore, and Malaysia.
Job Specification
Duties and Responsibilities
Develop relationships with all stakeholders, including MNOs, ISPs and PayTv operators in the region;
Manage these partnerships;
Explore new markets in the regions and report on potential growth opportunities in Malaysia;
Manage the relationships and contracts with CE manufacturers across Singapore and South Korea to ensure the maximization of viewing experience for the Netflix clients in the region;
Manage the relationships with public sector professionals to optimize the content permissions in the region.
Essential Qualities and Experience
Minimum 8 years industry experience;
Extensive experience as a Business Development manager in digital business and internet streaming sectors;
Technical and content background qualification is strongly desirable;
Masters in Business Administration or IT;
Understanding of the commercial sector and ability to work closely with marketing and product development sectors;
Certification in MVPD or ISP is a demand.
English proficiency, Korean is desirable.
The ideal candidate:
Will demonstrate strong fit with Netflix Culture;
Has an international background;
Strong cross-cultural management skills;
Self-driven individual, able to work and lead a diverse team;
Good understanding of Korean and Singapore cultures.
Job Design
The position is designed in a way to give the certain level of flexibility to determine the tactical and operational level objectives and delegate the tasks to direct report and ensure the outreach and proper utilization of resources.
The full-time position is based on a 8 hours working day with incentive-base compensation scheme, fitting entirely into the existing Performance Management System and Key Performance Indicator (KPIs) aligned with other departments to ensure the cooperative approach to internal and cross-departmental relationships (Sims, 2007). Given the hierarchy of the position the tasks of the position will be outlined on a general level, allowing for individual milestone development and distribution internally (Swanson and Elwood, 2009; Rao,2004).
Job structure
The above task allows allocating resouces to fit the strategic organizational goals. Controlling mechanism, using KPIs and Performance Management System will integrate the function into the overall organizational structure, offering training and motivation strategy opportunity (Reardon et al., 2008). Additionally, the job is designed, based on the assumption that the ideal personality profile self-starter with intrinsic motivation coming from achieving personal goals and innovating the function. With that in mind, the position allows complete flexibility in terms of methods and approach to reaching the outlined goals (Sadler, 2003).
Recruitment Strategies and Their Implementation
The recruitment for the position is based on the needs and capabilities, identified in the process of job analysis and preparation of job description and design. There is a variety of creative recruitment strategies and the organization will tap into traditional recruitment plan process as well as utilize the innovative approach through social and new media (Kotey and Sheridan, 2004). The strategy for recruitment for the position of Business Development Director for the given region will include internal bulletins and personal recommendations, along with the posting of the vacancy on the Netflix intranet. Additionally, the company will work with two recruitment agencies, Hays and Michael Page, to address the need externally. These organizations provide international support to Netflix in recruitment and selection processes. Finally, Netflix will utilize social media to outreach to the professionals with the needed skills, expertise, and profile (Dyck and Neubert, 2007).
Placement Goals
The position of Business Development Director is a senior level role within the organization. The placement goals include diversity focus, which means avoidance of gender, race and religion discrimination. The objective of the recruitment team is to focus on hiring according to the following criteria:
Innovation stimulus
Potential for retention;
Advanced skills in business development in service industry;
Strategic fit to the organizational culture;
Hire diversity.
Applicant-related goals include quality CV inflow for analysis and accuracy of candidate profile evaluation to ensure the fit between the organization and the individual in terms of motivators, job function and personal and professional growth potential.
Screening and scheduling Process
Screening of the candidates and applicants will be done through the external recruitment agency when the candidates will go through the phone screening and, in case potential fit, will be sent out an EI and PI test.The results of this assessment will further forward to the Netflix HR department for pre-selection and, consequently, scheduling of the later stages of the selection process. Based on the first stage of the process, unsuccessful candidates will be notified by the external partner.
Recruitment Channels
The position will be internally advertised on the intranet and external job portal and will be available for the discussion directly with the responsible HRM executive. Additionally, the company will create a job posting on Linkedin to ensure utilizing the potential of social media and search for suitable candidates through this website, based o recommendations and strategic fit of experience and skills. Finally, the job description and design will pass over the external recruitment agencies, which will make the filtering and selection of suitable candidate profiles for further selection process in the company.
Offer
The final stage of the recruitment process is to communicate the job proposal and close the final package on the basis of a negotiable offer. This process will be done internally with the selected candidate at the end of the selection process outlined below.
Selection Strategies and Their Implementation
The vacancy of the Business Development Director is a strategic position in the company. The major assumption at the time of job analysis and building the design and description of the position is that the suitable candidate will be found externally. While there are several potential candidates within the organization, it is critical to building on the selection process, which will be able to offer an effective tool to compare internal and external candidates. This means that the organization should apply a variety of assessment tools in order to select the right candidate in terms of personal fit and professional competencies (Schmidt and Hunter, 1998). While there are a variety of selection strategies available, the HR team analyzed compensatory, multistage selection and conjunctive selection strategies. Given the priority of the role, the organization opts for compensatory strategy, which means higher costs, but more effective selection process (Hogan et al, 1996).
Position Period
The minimum posting requirements are set to 15 working days from a date of date posted and starting the next business day. For the purposes of giving an opportunity for internal hire, the position will be posted internally 2 working days prior becoming available to external agencies for recruitment.
Timeline
The recruitment and selection process should be finalized within the 8 weeks period. The pre-evaluation of applicants and candidates should be finished within the 2 weeks after the posting. Shortlisted candidates go through the PI and LI tests and pre-selected for the HR and direct manager interviews within the following 1.5 weeks. The final decision will be communicated individually to each of the shortlisted candidates within the process of selection and by the 8th-week maximum (Hough and Oswald, 2000).
The budget allocation for opening this position in the country is sufficient to apply a conjunctive strategy, which can utilize up to 3 personality and the assessment tools for the position will include the following elements. Notably, for internal candidates, the personality and emotional intelligence tests will only be applicable if the candidate makes a significant jump in his hierarchy or the validity of the test demands so:
While the organization uses differentiated Job Knowledge tests and Assessment center to recruit and select the candidates for other positions in the organization, the level of the position and the degree of freedom with regards to approach and tactics at the workplace, makes this selection process not adequate for the specific position. With that in mind, the above outline of the selection process, based on the assessment of cognitive, emotional intelligence and situation judgment is the best fit for the job design of the Business Development Director (Mayer et al., 2004).
Conclusion
Job analysis is the foundation of recruitment and selection process the company. It can provide companies and managers with the good understanding of the needs and competencies required to close the gap and place the right person in the position. Effectively and accurately build job description, specification and design can optimize the costs and eliminate the challenges related to replacement and retraining of individuals in a short term. While conjunctive selection process and thorough job analysis appear to be a significant cost for the HR organization, and the return of this investment is visible in a medium and the long term for the organization.
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