Recruitment Matters April 2013 by Redactive Media Group

Recruitment Matters Issue 14 April 2013

Trade Association of the Year

What’s inside 2 The Intelligence

Roger Tweedy on how clients choose agencies and Chris Ansell on fee earner productivity

3 REC Talk

Alistair Willoughby and Mia Claydon learnt new skills on their apprenticeship at Tom Kerridge’s Michelin-starred pub The Hand and Flowers in Marlow.

Apprenticeships are the best way to set up skills What does the British workforce really need? This is the question we explore throughout this issue, which this month focuses on specialisms and their growing importance to recruiters. It is also a question asked by employers recently when considering the significance of apprenticeships on the workforce. Firms across the country pledged to recruit over 13,600 new apprentices during National Apprenticeship Week last month. There were 520,600 apprenticeships in the UK in 2012, up 13.9% from the previous year, and from youth digital broadcaster SB.TV taking on their first apprentice to Premier Inn confirming 500 apprentice jobs, businesses are increasingly offering young people the chance to earn while they learn. Mia Claydon, 17, and Alistair Willoughby, 20, pictured above, were two apprentices welcomed by chef Tom Kerridge for training at his two Michelin-starred pub, The Hand and Flowers, in Marlow. Tom Kerridge said:

“Both have enormous potential and it’s wonderful to see new talent emerging from an apprenticeship scheme. Earning qualiﬁcations whilst learning valuable skills on the job is a great opportunity for young people.” There are now Advanced and Higher Level Apprenticeships in Recruitment in England and Wales being developed by the REC in partnership with the Skills CFA. Not only do apprenticeships and work experience feed valuable skills back into the newcomer workforce, they also allow workers to experience different types of employment – an important part of the delicate balance between broad experience and niche focus that recruiters say is now so important. What is important to the British workforce? Skills. And they have to start somewhere. To register your interest in the new recruitment apprenticeships scheme, go to the Institute of Recruitment Professionals website: www.rec-irp. uk.com/career-development/apprenticeships

Tom Hadley on what the Budget means for recruitment and Anita Holbrow on how specialist recruitment became the norm

Wide, 4-5Inch Mile Deep Specialisms have become more and more common in recruitment – but what does this mean for the future?

Business Matters

Specialisms – the legal lowdown and throughMobile’s recruitment apps

Institute of Recruitment 7 Professionals Steve Bentham-Bates, winner of the Eileen Simpson Award at the IRP Awards, plus tips from Reggie Patel, managing director of Kennedy Recruitment

Best Events and Training 8 The Pension auto-enrolment, Regional Spotlights plus REC Audited

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REC Research

the intelligence Fig 1: Turnover per fee earner

From cliché to niche Choosing agencies Our monthly JobsOutlook survey of employers identiﬁes the factors used by clients to select agencies and how these have changed over the past year. It is noticeable that it is criteria such as ‘Management Information’, ‘Trade Association Membership’ and ‘Quality of Service’ that have increased most in the past 12 months. These are all areas that involve adding specialist value and insight. In January, after REC research became free to all corporate members, there was a 300% increase in visits to our online research bookshop and in February over 3,000 corporate members downloaded their free copy of JobsOutlook. This type of research is a key source of specialist sector level insight and knowledge, and agencies are clearly now using this free resource to differentiate their offering and add value to clients. Recruitment is going to get harder and more demanding over the next decade. The ones who survive and are successful will be those who identify and understand these trends early and become expert providers of talent within their particular niche sectors. • You can follow Roger on Twitter www.twitter.com/Tweedy_REC

Reasons to chooose an agency 100 90

■ February 2012 ■ February 2013

80 66

70 60 50

40 20

10 0 Agency brand

Agency scale

Management Trade association information membership

Price/Cost of workers

Quality of service

Feb Apr Jun Aug Oct Dec Feb Apr Jun Aug Oct Dec Jan 11 12 13

Fig 2: NDR per fee earner 170 150 130 £,000

Most early high street recruiters were generalists. As competition grew, more specialist agencies appeared with niche offerings that focused on a particular industry segment. This new breed of agency often attracted higher skilled candidates and could add value to clients by providing detailed sector information and definition around market trends. The onset of the current economic downturn was a catalyst that gave this trend towards specialist support powerful new impetus. As weak GDP growth has become ‘the new normal’ recruiters can no longer rely on a strong performance in the wider economy as they have done in the past. The OBR now forecasts overall UK output to grow at just 1.8% in 2014 and 2.3% in 2015. Recruiters are now faced with some clear strategic choices. Larger firms can use economies of scale and new technology platforms to compete effectively on volume. Smaller players can either adapt their businesses to support the managed services model or specialise and become a niche player. Mid-sized firms probably have the hardest task, being too small to compete effectively on scale and too big to position themselves as a niche recruiter.

£,000

Roger Tweedy considers the impact of specialist focuses on the way clients choose agencies.

750 700 650 600 550 500 450 400 350 300 250 200 150

110 90 70 50 Feb Apr Jun Aug Oct Dec Feb Apr Jun Aug Oct Dec 11 12 13

Watching the Pennies . . . In previous editions of Recruitment Matters I have commented on how recruiters were improving their profit margin by keeping their overheads under control. This month I want to look at fee earner productivity. Figure 1 shows turnover per fee earner. Unfortunately, median turnover per fee earner was 2% lower in January 2013 than a year previously, putting pressure on top line growth. The most notable feature is the wide spread in the figures, with the most productive quarter of recruiters seeing their fee earners bring in three times as much revenue as the least productive quarter. But not all revenue streams are equally profitable – revenue from a permanent placement drops straight down to net disposable revenue (NDR), but temp revenue has to pay the temporary employees, with only a proportion feeding down to NDR. Figure 2 shows NDR per fee earner, and that the variation between the most and least productive recruiters is much narrower with the most productive quarter of recruiters earning 56% more NDR per fee earner than the least productive quarter. Unfortunately, as we saw with revenue per fee earner, NDR per fee earner also fell in January 2013 compared with a year ago, down 1.6%. We would recommend to all recruiters that they compare themselves against their peers on a range of metrics to ensure that in challenging economic times they are performing as well as possible. • Chris Ansell is chief financial officer at Recruitment Industry Benchmarking (RIB). The RIB Index provides bespoke confidential reports on industry trends. See www.ribindex.com; info@ribindex. com: 020 8544 9807. The RIB is a strategic partner of the REC.

Scores indicate the percentage responses stating the factor is quite or very important

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Leading the Industry

Good Budget for jobs, great news for recruiters who play by the e rules

Getty Images

Tom Hadley, the REC’s director of policy and professional services, takes a look at Budget 2013 and the impact that it will have on the he e recruitment industry. The Chancellor had to deliver on jobs and growth, and with measures that cut the cost of hiring, reward workers with more take-home pay and reduce the corporate tax burden on businesses, George Osborne has made some steps in the right direction. These measures are very welcome and emphasise that work pays and Britain is open for business. Investment in infrastructure to kick start construction and drive growth is good news as was the promise to deliver on Lord Heseltine’s ideas for helping SMEs through increased regional funding and an extension of the Funding for Lending scheme. Sadly, there was no sign that the government plans to do anything to help small businesses access public sector contracts. The real question is whether we have sufficient skilled workers to complete new infrastructure projects and the potential vacancies they will generate. Recruiters are already reporting candidate shortages in engineering and IT. The Chancellor did not have any new announcements to make about training and apprenticeships and could find his growth plans in creative, low-carbon and technology sectors thwarted by a lack of skilled workers. An investment in those who currently don’t have the right skills for available jobs, be they young or old, needs urgent action not just lip service. It was good to see that there was heartening news for recruiters as the government has responded to our calls to shine a light on bad practice. For too long recruiters who abide by the rules have been disadvantaged by less scrupulous businesses who skirt round the law. We applaud the announcement of a crackdown on tax avoidance by offshore intermediaries and will work shoulder to shoulder with the government to level the playing field and support those in our industry who do the right thing. We will also continue to work with the government to ensure amendments to IR35 are as clear as possible. • Follow Tom Hadley on Twitter www.twitter.com/ HadleysComment

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The View I did wha what’s known as an ‘unconference’ recently. You pick a subject, a few people come and sit round in a circle circle, and you informally debate a topic you’ve researched. We were talking the future of recruitment, research and one of the major things that cropped up was how specialist firms are completely changing the way that specialis recruiters target both the client and the candidate. recruiter We have ha really had to rethink our value proposition in the las last few years because the recession didn’t just affect ou our business. It affected every consumer, which meant that clients were thinking less about hiring and also more about how to spend less. But what has happened has been fascinating. We’ve now started to see specialisms emerge as the new USP. Because companies now have new ways such as LinkedIn where people can compete to find talent, being really unique and capable of finding specialist talent in recruitment has become one of the major ways to define yourself. In fact, even though we have recovered about £6bn worth of the losses incurred during the last few years of economic turmoil, there has still been an 11% decline in the number of recruitment businesses and that is because larger companies have been acquiring the smaller specialist ones, as they have realised their value. Another thing that has grown is the popularity of online e-forums that attract the right sort of talent, for example in the engineering field. Recruiters may provide these things for free but it’s how they ey establish credibility as a source of specialist knowledge, wledge, both with the client and candidate which ch is how their businesses nesses will prosper. he recession If anything the has forced recruiters ruiters to morph and adapt to betterr suit heir the needs of their clients. This is the industry at its very best. • You can follow Anita Holbrow, Directorr of Member Services, s, on Twitter www.twitter. itter. com/AnitaHolbrowREC rowREC

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The Big Talking Point

RM editor Francesca Steele speaks to experts from the industry about how specialisms will play a key role in the future of recruitment

t is often said that recession breeds innovation. One of the most interesting conclusions of the REC’s Back to the Future Report in November was the observation that recruitment ﬁrms have had to narrow their focus in order to survive economic turmoil. Although the recruitment industry grew by 4.3% in the ﬁnancial year 2011 to 2012 (and is predicted to surpass its pre-recession peak of £27bn by the end of 2013/14), the number of recruitment

businesses actually fell by 11% between 2010 and 2011, an indication of larger firms absorbing smaller firms with a specialist focus. Rosalind Milton, account manager at the REC, says that instead of trying to cover all bases, more and more companies are shifting to this “inch wide, mile deep” mentality. “With the ever-changing market place it has become more and more important to find a USP that sets you apart from your competitors. Clients are demanding

Client thoughts Mark Reed, general manager at Pro-Lab Diagnostics, which provides kits and reagents to hospitals and laboratories Our customers are very technical people, so the people we employ need science backgrounds but also negotiating skills. You wouldn’t believe how many recruiters call us up offering candidates who are completely unsuitable. When you find a recruiter that knows exactly what you need – for us that’s delta consultants – you hold on to them. It’s all about relationships at the end of the day. Even though recruiters need to be increasingly specialist, the candidates they find need to have a broad range of skills and be well trained in all of them. Our customer base is under severe pressure. There’s just a lot less money to buy our product and so the people that we employ to sell them that product have to be highly trained salespeople as well as scientists.

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Getty Images

Inch wide, mile deep: specialism in recruitment more for their money on customer service across all industries. It makes sense: if you have a problem with your Rolex you’ll take it to a watch specialist. If your Ferrari needs a new tyre, you aren’t going to just nip to Kwik Fit.” As our case study below shows, employers quickly dismiss recruiters who approach them claiming to have specialist knowledge of the sector, if they quickly demonstrate that they do not. Going forward, specialisms will become even more important than before. With

Want an oil rig expert who speaks Dutch and Japanese who can also do electrics? We aim to connect specialist recruiters working from home to the clients who really need them. Catherine Marshall, manager of Seriously Connected, a start-up that helps selfemployed recruiters

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The childcare sector is not like mainstream recruitment and people working in this industry have to understand the sector, the needs of their clients and their requirements. Especially when you are dealing with parents, you need to have a different manner and show lots of empathy and understanding. In childcare we are dealing with people’s most prized possessions. Judith Wayne, director of Learn Plus Us, a childcare trainer and recruiter slow GDP growth and the risk of a triple dip recession becoming ever more real, it is important for recruiters to increase their value proposition and learn how to differentiate themselves. As Anita Holbrow, director of member services at the REC, observes in her column on page 3, it will be increasingly important to develop facilities such as e-forums to attract specialist skills from as wide and global a talent pool as possible. Karen Browne, president of Advantage xPO, part of the Advantage Resourcing group, which is among the 10 largest stafﬁng ﬁrms in the world, says: “A local talent pool will often not be enough. Companies need to have employee propositions that appeal to potential candidates from all over. IT, engineering and healthcare all do this really well, in part because they have so many niche subsets that require specialist knowledge. It’s important to keep moving forward too. It’s been said that four out of every 10 IT jobs we will need in 10 years don’t even exist yet.” Indeed, an end-of-year jobs review by Adzuna, the jobs search site, showed that there were 1.1m advertised IT vacancies

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this past year, boosted by the growth in smartphones, apps, tablets and online shopping Does this mean that broader agencies must acquire smaller ones to stay in the game? Not necessarily, says Browne, who adds that recruiters must stay relevant not only by offering companies

a higher level of recruitment expertise, but by hosting the kinds of environments that both candidates and clients with the appropriate skills sets are already attracted and subscribed to. Browne adds: “E-forums and so on might not make them a recruitment ﬁrm money directly. But the pay-off comes later.”

Recruiter thoughts Richard Wright, chief executive of Acre Resources, a London-based international recruitment firm specialising in the fast growing sustainability sector Before I joined Acre Resources I spent the last 15 years running a financial recruitment company, a 200-person business which I had set up. But I wanted to find a niche market place to tap into that added value that specialist firms can offer. A lot of recruitment companies have had competition from the internet, as things like LinkedIn and referrals have become more prevalent. But those things don’t work in niche market places because there are far fewer appropriate people to fill roles. At Acre, we find people to fill sustainability, environmental and energy management roles. Big corporate businesses have had to examine every aspect of their businesses. For example, a big company such as Marks and Spencer has to consider its energy consumption, how its products are sourced and so on. The people that monitor those things and find solutions for them are hard to find. It’s interesting because even the niche areas change – nine years ago for us and the businesses we worked for it was all about climate change. As a recruiter you have to be flexible and move with the times and the changing needs of the client. In 10 years’ time, who knows, our current business model might not be quite right anymore. Specialist recruitment makes networking all the more important. You can’t just rely on databases to find the most appropriate candidates. You have to get to know people.

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Legal Update

Alamy

Building a new business: the things you need to know Setting up a new strand of the business can be exciting but don’t forget the legal ramifications and requirements Since the economic turmoil began the REC legal helpline has received calls from members seeking to move into sectors where they see new opportunities. While there is value in having a diverse sector offering, recruitment businesses need to be aware of additional regulation, licensing or registration requirements in sectors they consider moving into. Legislation Irrespective of sector, recruitment businesses are required to comply with recruitment specific legislation such as Conduct of Employment Agencies and Employment Businesses Regulations 2003 and the Agency Workers Regulations 2010. Some sectors will have additional legislation to comply with, e.g. the Health and Social Care Act 2008 and related regulations (e.g. domiciliary care or nursing), the Road Transport (Working Time) Regulations 2005 (logistics) or the Medical Profession (Responsible Officers) Regulations 2010 (regarding the revalidation of doctors). Other sectors such as construction, rail or engineering have stringent specific health and safety requirements. Aside from legislation there may also be collective agreements such as the National Agreement for the Engineering

Construction Industry (the ‘NAECI’ or ‘Blue Book’). Therefore, recruitment businesses need to understand what is required of them from a legislative perspective or if there are any relevant collective agreements, before they move into a new sector. Licensing Before 1994, employment agencies and businesses required licences in order to operate. However, licences are no longer required save in certain limited sectors. Examples include the GLA sector (which includes food processing, agriculture, forestry) – all labour providers operating in this sector require a GLA licence before they can start to supply clients. It is an offence to supply without a licence, it is also an offence for a labour user to use an unlicensed labour provider. Once licensed, a labour provider must comply with the Licensing Standards and the Gangmasters (Licensing Conditions) Rules 2009. Similarly, agencies involved in “regulated activity” are required to register with the Care Quality Commission in England. “Regulated activity” includes the provision of domiciliary care or nursing services (as opposed to merely providing domiciliary care workers or nurses to other service providers). Different requirements

are applied by the equivalent bodies in Scotland, Wales and Northern Ireland. So agencies operating in the different regions within the UK need to check specific requirements in that region. Clients and contracts Clearly recruitment businesses entering into new sectors need to consider how and when they will obtain new clients and contracts. For example, within the medical sector a number of framework agreements apply to the NHS which are opened up only periodically. Candidates Recruitment businesses need to be aware of any specific qualifications or authorisations the workers they supply should have. Obvious examples include medical or legal qualifications but professional drivers are also required to hold CPC (the Certificate of Professional Competence). Branding and corporate structures Recruitment businesses that propose working in diverse sectors should consider whether they need different corporate entities and/or brands for those diverse sectors.

Business development: Going mobile Much of our lives are now lived on the go, from eating to catching up with the news. In fact, 40% of all internet traffic in the UK now takes place on mobile devices, so it is perhaps no surprise that people are finding their jobs on the move now too. ThroughMobile, which has just launched the iPhone app and mobile version of the REC Members Handbook, where members can find membership offerings and course information (download the app free at the Apple store), specialises in bringing recruiter websites to mobile devices. “We started out working predominantly with estate agents,” says Gareth Di Fante, managing director at throughMobile. “But then we noticed a gap

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in the market for recruitment ﬁrms. You can’t generally job search when you’re in the ofﬁce, so people look for a job on their lunch break, on public transport or before they go to work. And if they’re just pulling up regular recruiter websites that they can’t see properly on their smart phone, they will just switch off really quickly.” ThroughMobile offers particularly competitive prices because it offers a pared down app template that can turn a business website into an app and mobile version within weeks. “It doesn’t replace the website of course,” says Gareth, “but it does allow people to check it wherever they are.”

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Inspiration

Behind the scenes at the Institute of Recruitment Professionals

Marching on This month we speak to Steve BenthamBates, who won the Eileen Simpson Award for Outstanding Contribution at the 2012 IRP Awards Name: Steve Bentham-Bates Agency: Regular Forces Employment Association Specialism: n/a RM: How did you get into recruitment? SB-B: I was an RAF recruiter for two periods, 1979-82 and 1992-96, helping people to find work within the armed forces. Now I help not just the RAF but RN and army people too, to help them find worthwhile careers on their discharge. Before recruitment I worked in HR in the RAF. RM: What do you enjoy about it? SB-B: The bit I enjoy most is helping people to get a successful job placement. Today I’ve taken a day’s leave to look into a drop-in centre that is also trying to help veterans find work. It’s such a worthwhile thing to do. RM: What are the challenges? SB-B: The old days of apprenticeships have mostly gone in this country but the great thing about the army is that it trains you. The people I deal with have some highly specialist skills. The biggest sector is engineering. RM: What’s your most memorable placement? SB-B: I sent a former RAF general engineer out to do some sheet metal work in the Australian outback a few years ago for AUS$2,000 (£1,380) a week. That was the best paying placement I’ve ever got and it felt pretty good. RM: Do you think people have misconceptions of the recruitment industry? SB-B: Some people just think recruiters are in it to make a fast buck but if you’re doing the job properly, you’re finding the right person for the right job and everyone gets something out of the equation.

Things I Know Reggie Patel, managing director of Kennedy Recruitment, talks about his career and offers tips for the industry Training is really important if recruiters are to be seen as qualified professionals in the same way accountants and lawyers are. As recruiters, in charge of sourcing other professionals, we should be setting the standard for the workplace. When I became managing director six years ago, one of the first things I did was insist that everybody working under me got a diploma. It’s not just the execs that can improve things. If your company doesn’t have a training or qualifications process in place, then make a good case as to why it would improve things for them, as well as you, and ask to set one up. It’s good to be flexible and open to opportunities. I was a managing accountant for years. I worked for a plastics company in the north-east and for Diageo. I became managing director of a recruitment company purely by chance when, unhappy in a role I was in, I applied for a role that I thought was something else. Then I realised it was something that really appealed to me. It’s important to be open and honest with your employer, even if you are unhappy in a role. A good employer will help you realise your goals as best you can. Whether you want more responsibility or even if you are thinking of leaving, talking honestly to a boss about your concerns looks professional. It can also show that you’re trying to accommodate them rather than just looking after your own needs. Recruitment has quite a few people who fell into it and who, at least at the beginning, may see it as a short-term stop gap. But don’t allow your CV to look that way. Even if you’re not sure how long you will be in an industry, do some research on the type of work you want to do and look at where your career can go. Read case studies of other recruiters. While it’s good to gain experience in different fields, employers want to see commitment on a CV.

RM: Do you have any tips for people coming in to the industry? SB-B: Use all the available training. The IRP provides all sorts of courses. RM: What would you do if you weren’t doing this job? SB-B: I’d win the lottery and do this job for free!

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To keep up to date with everything the Institute of Recruitment Professionals is doing, please visit www.rec-irp.uk.com

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Events and training

Get local Talk to your local MP about your business needs The REC is launching a new series of regional member events, where recruiters can get to know local MPs and MEPs, to ensure that you and your business needs are heard at a local level. The ﬁrst two events, which will take place at the times and dates outlined below, will stage an open discussion on local labour market issues, enabling you to engage with key local stakeholders, talks on industry trends and the changing recruitment market, as well as updates on the latest on Conduct Regulation Review, Pensions Automatic Enrolment and REC campaigns. They will also tell you how to get the most out of your REC membership. Carol Scott, head of corporate membership at the REC, says: “These new events are designed to shine a much-needed spotlight on the important questions facing the industry and businesses, provide opportunities to feedback into the local political debate on policies affecting employers and the recruitment industry and to hear from REC policy experts, local MPs and decision makers on how central and local government action will affect them.” Bristol: 19 April 2013 Derby: 10 May 2013 Both events start at 12:45pm (until 1:15pm for registration and refreshments) and finish at 3.45pm

Pensions automatic enrolment The new government legislation on pension auto-enrolment will affect every business in the UK. But how much do you really know about it? Did you know, for example, that experts are advising up to 18 months to prepare for automatic enrolment, otherwise you could incur statutory penalties? “Recruiters need to understand in particular that they will owe duties to their temporary workers as well as their internal workforce,” says Lorraine Laryea, REC solicitor and commercial advisor. “The REC workshops are aimed at highlighting the additional complexities that go hand in hand with supplying temps and will also include practical guidance on implementing the changes.” Lorraine Laryea, REC solicitor

The content of the workshops includes things such as what you need to do to prepare for automatic enrolment, understanding and knowing your staging date, employer duties and practical steps to achieving compliance. For a full list of workshop content and to an appropriate session go online to www.rec.uk.com/ pensionsworkshops or call 020 7009 2100 01/05/13 14/05/13 21/05/13 04/06/13 05/06/13 26/06/13 03/07/13 10/07/13 24/07/13 11/09/13 24/09/13

Morning Afternoon Afternoon Afternoon Afternoon Morning Afternoon Afternoon Afternoon Afternoon Morning

London Leeds Southampton Glasgow Aberdeen Exeter Manchester Newcastle Birmingham Cardiff London

REC launches improved Audited product The REC Audited scheme is the gold standard in recruitment. REC Audited status conﬁrms your professionalism by demonstrating that your agency is both compliant and adheres to best practice as independently veriﬁed by the REC the professional body for the recruitment industry. REC Audited Education contains an additional optional element for specialist agencies who work in education. It focuses on safeguarding and ensures that you are

undertaking all the relevant checks when recruiting and vetting teachers and nonteaching staff to work with young people. Call us today to ask how your business can get the gold standard in recruitment 020 7009 2100.

To book your place visit www.rec.uk.com/spotlight

Recruitment Matters The official magazine of The Recruitment and Employment Confederation Dorset House, 1st Floor, 27-45 Stamford Street, London SE1 9NT Tel: 020 7009 2100 www.rec.uk.com

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Membership Department: Membership: 020 7009 2144, Customer Services: 020 7009 2148 Publishers: Redactive Publishing Ltd, 17 Britton Street, London EC1M 5TP. Tel: 020 7880 6200. www.redactive.co.uk Publisher: Anne Sadler. anne.sadler@redactive.co.uk Tel: 020 7880 6213 Consulting Editor: Liz Banks liz.banks@rec.uk.com Editorial: Editor: Francesca Steele francesca.steele@redactive.co.uk. Production Editor: Vanessa Townsend Production: Deputy Production Manager: Kieran Tobin. kieran.tobin@redactive.co.uk Tel: 020 7880 6240 Printing: Printed by Southernprint © 2013 Recruitment Matters. Although every effort is made to ensure accuracy, neither REC, Redactive Publishing Ltd nor the authors can accept liability for errors or omissions. Views expressed in the magazine are not necessarily those of the REC or Redactive Publishing Ltd. No responsibility can be accepted for unsolicited manuscripts or transparencies. No reproduction in whole or part without written permission.