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BEAUTY RECRUITMENT GUIDELINE Beauty Recruitment Guideline | 1


OBJECTIVES & KEY PRINCIPLES The Beauty Recruitment Guideline is: to provide beauty case studies & practical know-how on making an effective interview to explore Beauty sense & non-tolerance in Beauty execution not a Beauty “Bible” with Right or Wrong, simply because“ Beauty is in the eye of the beholder” . This means judgment is irrelevant in all contexts. well-integrated with standard recruitment process of Unilever 2 | Beauty Recruitment Guideline


Content Beauty workplace.............7

Beauty execution.....17 Beauty people.....12 Beauty blogs...48 Beauty Advertising Advertorials, PR & OOH...28

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SCOPE The Beauty Recruitment Guideline is relevant for usage in Unilever Vietnam Beauty business team, including:

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PROFILE OF BEAUTY PROFESSIONALS

APPEARANCE:

+ pleasant looking & dressing

SKILLS/KNOWLEDGE:

+ University graduate

+ Marketing & business skills

+ Beauty knowledge & experience (cosmetics/personal care experience is an advantage)

PERSONALITY/ ATTITUDE

+ Communicative

+ Non-tolerance for poor Beauty execution

+ Interest in beauty areas

+ Love to chat about beauty & share beauty knowledge with others

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INTERROGATION STRATEGY

1 2

. Interviewers provide brief information about a certain case study along with visual illustration prior to the conversation which starts with some initial general questions. . During the conversation where needed, interviewers should direct candidates to beauty related points.

Notes: ■ Suitable expectation should be regulated basing on work levels to keep the conversation comfortable. ■ There is no absolute right or wrong but the difference in people’s sense of beauty.

■ Answers are just for the interviewer to weight the sophistication of candidates’ beauty knowledge.

SCORE SCALE The candidate is to be rated on the scale of 1-5 in which: 1 Answers are very vague and simple, without any details. Even if probing/leading questions are used by interviewers, nothing specific comes out from the interviewee. 3. Detailed descriptions & thoughts on Beauty aspects of visuals (executions, colors, beauty touches, etc.) without any probing required. 5. Very detailed and specific beauty descriptions or insights, and goes beyond the original question which really shows his/her beauty knowledge. The candidate even provides further suggestion and/ or surprises the interviewers.

SCORING HINTS 1st scenario:

Respondents’ answers shows good understanding about beauty segment with good points of

view. They build up the conversations from their knowledge and dig down further based on ideas from detailed questions listed. This person could score between 3 and 5, depending on the level of probing 2nd scenario:

Respondents provide some general answers and show vague knowledge about beauty. In that

case, interviewers use probes as suggestions for interviewee to express their views. However, this person should be scored between 1 to 3 maximum, depending on the probing.

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PURPOSE: Understand how much the interviewee’s can appreciate the beauty of a well executed beauty office and its importance of such an office for a business who wants to lead in Beauty.

STRATEGY: - Start by introduction about Beauty corner: “In Unilever office, there is a uniquely designed working corner for Beauty Marketing team, the so-called Beauty Corner. In a few minutes, we will show you a few pictures of Beauty Corner. We’d like to know What do you think about it? What do you like or dislike?” - Then show them all of the photos and start the conversations Beauty Recruitment Guideline | 7


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OVERVIEW QUESTION: What do u think about this working place? What do you like or dislike? Why do you think it is necessary to work in such a nice office?

PROBING QUESTIONS: 1. Beauty mind:

- What is your first impression on this Beauty Corner?

- What do you think about elements like lightning, colors, arrangements in this Beauty Corner?

2. Beauty creativity:

- If you are to give ONE suggestion to make BC more inspirational, what will the suggestion be?

- What is not beautiful about the design?

SCORE SCALE

1

. Simple answers, without any details. If after pushing for more details, nothing more specific comes out

3

. After digging deeply, the person can be more specific on the beauty details of the BC, highlighting colors, details, lightning, the thought the designer has put in it, etc‌

5

. The candidate is very specific about all the beauty details, can even provide a clarification on why they feel it is important for a Beauty Culture to have such an office, etc‌

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PURPOSE: Understand the interviewee’s personal view and approach/passion to be a visible beauty junkie.

STRATEGY: ■ Interviewers will show photos of FMCG business people to the interviewee and ask the following questions: ■ “These are photos of people working in FMCG business who sells beauty products to the market. Let have a look and tell us what you think about their styles. How would you see yourself in a Beauty FMCG environment?”. ■ Then start conversations. [group question 1] ■ Then ask questions about their own style [group question 2]

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s e l y t s e c ffi O

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S T N E V E L A N

INTER

Couples

Teams

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Individuals Different age group Beauty Recruitment Guideline | 15


GROUP QUESTION 1: ■ OVERVIEW QUESTION: What do you think about these people’s styles knowing that they work in a Beauty – FMCG business? ■ PROBING QUESTIONS: 1. What do you think about dressing up at work? 2. What do you think about a typical “profile” of a person working in Beauty industry?

GROUP QUESTION 2: 1. When do you think we should dress nicely? 2. How long you spend for a

working day preparation?

3. What is there in yourself 4. What

that makes you think you have that Beauty profile? is your unique style that you’d like us to know?

SCORE SCALE

1

. I don’t think that this is necessary to wear make-up and dress nicely at work. I will feel really uncomfortable doing that.

3

. I’m not used to it but I think that its important. And I think I can adjust and even like it if I can get the job.

5

. I love it. It exactly what I want to be a part of. I think it is very inspiring and it is the must have for a beauty company.

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BE CONSULTANCY PURPOSE: To test interviewee about their “eyes for details” capability towards beauty execution in beauty business

STRATEGY: - Start by introducing about the role of Beauty executives in Unilever sales system: In Unilever, in order to differentiate and increase out sales force capability in selling beauty products especially Skin care product, a group of Beauty Executives have been trained to sell beauty product in General Trade (Wet market & street shop). The video showing right after is the image of a BE selling Skin care product in General Trade shop. - Show them the video an start with conversation - Expectation of acceptable score scale for different WL: WL1(3), WL2+ (4-5)

OVERVIEW QUESTION: Having watched the video clip, what do you think are the good and the “need to improve” points of Pond’s BE in the video?

PROBING QUESTIONS: Why do you think she is beautiful/not beautiful? Which part of her behaviors that you think is suitable/not suitable for selling a beauty product? In your opinion, how important it is to have selling toolkits together with verbal consultancy?

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RESPONSE GUIDELINES GOOD POINTS: Appearance: Professional appearance ( uniform, make up, pleasant look) Consultancy: Beauty knowledge: Appears to have knowledge in beauty skin Story build-up: Quite interactive, thus make the the retailer comfortable to start up a good conversation

“NEED TO IMPROVE” POINTS: - Appearance: Hair style needs to be neater & nails should not be too long Consultancy: Consulting Posture & gesture: Point her finger to retailer when talking & Lean her arms on the counter Selling tools: Has not utilized selling tools (Brochure, Product) Conversation: Just one way communication with less attention and comprehension towards retailer.

SCORE SCALE

1

.The interviewee gives very simple statement on the BE’s appearance without any explanation.

3

. The person clearly identifies the good and “need to improve” points of the BE, mainly focus on her appearance.

5

. The person can point out the lacking of selling tools in this consultancyand can highlight the importance of using those tools when selling beauty product. He or

she can provide suggestions to improve BE execution or consultancy in retailers’ shops.

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BE DAILY ACTIVITIES PURPOSE: To test the interviewee about his/her “eyes for details” capability towards beauty execution as well as understand level of “non-tolerance” for poor execution.

STRATEGY: - Start by introducing about the role of Beauty executives (BEs) in Unilever sales system: “In Unilever, in order to differentiate and increase our sales force capability in selling beauty products especially Skin care product, a group of Beauty Executives have been recruited and trained to sell beauty products in General Trade (Wet market & street shops). We will show you a video clip of a BE and her daily activities.” - Show them the video and start with conversation - Expectation of acceptable score scale for different WL: WL1(3), WL2+ (4-5)

OVERVIEW QUESTION: What do you think about the daily activities of a BE?

PROBING QUESTIONS: ■ Why do you think the BE needs to follow step by step? ■ Which part of her behaviors that you think is suitable or not suitable for selling beauty products? ■ In what way do you think a BE of Unilever can improve further?

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RESPONSE GUIDELINES GOOD ANSWERS (rating 3 and above) Appearance: Professional appearance ( uniform, make up, pleasant look, vehicles & notebook consistent with the BE image or color, etc.) Daily activities: Outline procedure or steps an BE needs to follow in the day, incl. grooming herself; preparing beauty sales toolkit; what to do before, during and after selling activity happens (ie meeting in the company, meeting with customers, consulting, merchandizing, selling consolidation after the day, etc.)

SCORE SCALE

1

. The person gives very simple statement on the BE’s image without any explanation and/or cannot notice the procedure & linkage of a BE’s activities in the day

3

. The interviewee clearly identifies the good and “need to improve” points in the video clip. He/she initially demonstrates his/her “non-tolerance” in beauty

execution but not yet in a structural/systematic approach and may require a bit of probing from the interviewer.

5

. The person can pick up details in a structural way with a capability to express in depth what they

like or dislike about BE image & activities. They can even give suggestions for further improvements and/or why they think non-tolerance in beauty execution is critical if a FMCG/beauty company wants to lead beauty market.

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POS EXECUTION PURPOSE: To test interviewee about their “eyes for details” capability towards beauty execution as well as understand level of “non-tolerance” for poor execution.

STRATEGY: - The interviewer starts by telling the interviewee: “In a few minutes, we will show you a visual of one Point of sale (POS) for beauty products.” - Start to ask question - Give them time to have a look through and then begin the answer

OVERVIEW QUESTION: What do you think about this POS? Anything you like or dislike?

PROBING QUESTIONS: Do you think the brand equity here is strong enough? Why or Why not? Do you think the calls-to actions of this POS strong enough? Why or Why not? What elements in this counter that you think can keep the shoppers not pass by right away and stay longer?

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RESPONSE GUIDELINES V - isibility E - quity C – ounselling & Education T – rial-ability R – etail entertainment

Retail Entertainment

Equity Counseling & Education

Visibility

Trial-ability

1

. The person only gives short statement (eg: it’s beautiful, it’s look bright) even after receiving probing questions from interviewer

3

. The person can analyze the beauty of this counter and start to go deeper in elements that he or she does not mention before after receiving probing questions.

5

. The person can point out and analyze all the elements that make this POS work for selling beauty products. (They do not need to tell all the things in the exact order of VECTR)

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POND’S PACKAGING PURPOSE: To test the interviewee about his/her “eyes for details” capability towards beauty execution as well as understand level of “non-tolerance” for poor execution.

STRATEGY: - The interviewer starts by telling the interviewee: “ In a few minutes, we will show you 2 lines of Ponds’ products on different packaging materials.” - Show them the packaging in real and start to ask questions - Give them more information about product price if necessary

OVERVIEW QUESTION: What do you think about these two packaging of Pond’s? What is your preference and why?

PROBING QUESTIONS: The price for this Flawless White Cream is… and this Pinkish White Cream is… .

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RESPONSE GUIDELINES The packaging materials The color: The level of pink and the combination of color The reasons causing this difference: Mass – Masstige differentiation. Recognition via price

SCORE SCALE

1

. â–  The interviewee only gives short statement (eg: this packaging is nicer or better than the other one) even af-

ter receiving probing questions from interviewer.

3

. The interviewee can analyze the difference between this two packaging in

terms of material, color, etc. and why there is a difference.

5

. The interviewee can analyze and point out the cause of this difference without

any probing. He/she can even give further suggestions to improve the packaging by sharing his/her observations on packaging of other beauty products that he/ she knows.

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D A T PRIN PURPOSE: To test the interviewee about his/her “eyes for details” capability towards beauty execution as well as understand level of “non-tolerance” for poor execution.

STRATEGY: - The interviewer starts by telling the interviewee: “ In a few minutes, we will show you a few print ads of different beauty brands and products.” - Start to ask question - Give them time to have a look through and then begin the answer Then we can grade how deep is their beauty knowledge.

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OVERVIEW QUESTION: What do you think about these print ads? What do you like and dislike and why? (No need to compare)

PROBING QUESTIONS: 1. What are the beauty features in these print ads? [colors, lightning, key visuals, branding] 2. What can be better in these print ads?

SCORE SCALE

1

.The interviewee provides very simple and vague descriptions on why she likes or dislikes

the print. Not well articulated when it comes to Beauty details.

3

. The interviewee can articulate quite well what she likes and dislikes and is able to mention

some key beauty features of the key visual [hair, ice rain, shower].

5

.The interviewee understands & shows his/her understanding of the beauty execution of the

print ad. He/she can describe features on each of the print ads and the way they convey brands’ messages. He/she has a well articulated view on why she likes or dislikes some beauty features.

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ADVERTORIALS

PURPOSE: To test the interviewee about his/her “eyes for details” capability towards beauty execution as well as understand level of “nontolerance” for poor execution.

STRATEGY: - The interviewer starts by telling the interviewee: “ In a few minutes, we will show you a few advertorials of a beauty brand/ product from different magazines.” - Give them time to have a look through and then begin the answer - If they cant tell that this is from one campaign, we will reveal that and start probing.

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OVERVIEW QUESTION: What do you think about these advertorials or advertisement?

PROBING QUESTIONS: Which is the most impressive or favorite to you? Why? What do you think of the intention of having different execution in different magazines for one campaign? If you could, what would you change in these advertorials or advertisements? How do these look differently with Sunsilk in Vietnam?

SCORE SCALE

1

. The interviewee gives very simple description about these but cant tell that they are from the same brands neither why they look differently in magazines.

3

. The interviewee clearly identifies that these ads “are from the same brand/campaign on different magazines”, they can actually tell the differences and explain why.

5

. The interviewee can understand & appreciate how the same brand campaign is explored differently & smartly in each magazine. He or she even naturally compares with the local SSK campaign (bcs she is into Beauty – she reads a lot). He or she can describe features on each magazines that lead to different designs according to the target groups of different magazines. He or she can make a comment that this is

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not something we get to see in Vietnam.


PURPOSE: To test the interviewee about his/her “eyes for details” capability towards beauty execution as well as understand level of “non-tolerance” for poor execution.

STRATEGY: - The interviewer starts by telling the interviewee: “ In a few minutes, we will show you a OOH visual of a beauty brand/product.” - Start to ask question - Give them time to have a look through and then begin the answer

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OVERVIEW QUESTION: This is a real example of billboard advertising of a beauty brand. The flashing, rotating red light stuck on the girl’s face to represent a pimple. What do you think about this OOH advertisement? What do you like? What you don’t like?

PROBING QUESTIONS: 1. What are the beauty features in the OOH? [colors, lightning, key visuals, branding] 2. What can be better in this OOH? 3. In your opinion, to effectively use OOH promoting beauty products, what are the important criteria you would consider? 4. In current OOH of beauty products in VN, which inspire you the most? Why

SCORE SCALE

1

. The interviewee provides very simple and vague descriptions on why she likes or dislikes the OOH material. Not well articulated when it comes to Beauty details.

3

. The interviewee can articulate quite well what she likes and dislikes and is able to mention some features of the key visual [message, branding, color contrast, product pack shot, aesthetic effect, etc].

5

. The interviewee understands & shows its understanding of the beauty execution of the OOH material. She can describe features and the way they convey brands’ messages. She has a well articulated view

on why she likes or dislikes some beauty features. She can even picks up 1-2 good OOH execution of beauty products in Vietnam

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PURPOSE: To test their beauty view and knowledge in a beauty business context

STRATEGY: - The interviewer starts by telling the interviewee: “ Are you an blog user? In a few minutes, we will show you 2 blogs talking about beauty where we can easily find beauty features and content.� - Start to ask question. - Give them time to have a look through and then begin the answer

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PROBING QUESTIONS: 1. What are the beauty features in these? [colors, lightning, key visuals, branding] 2. What can be better in these?

SCORE SCALE

1

.The person provides very simple and vague descriptions on why she likes or dislikes the key visuals. Not well articulated when it comes to Beauty details.

3

. The person can articulate quite well what she likes and dislikes and is able to mention some key beauty features of the key visual. Moreover, they should be able to pick up background colours and details

and the fact that the blouse was made more premium/beauty.

5

. They can articulate that these little details make a huge impact to how this mix will be perceived as it definitely conveys premium Beauty .

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BEAUTY BLOGS

PURPOSE: To test their beauty view and knowledge in a beauty business context

STRATEGY: Just simply show them an beauty blog and ask for their comments. Then we can grade

how deep is their beauty knowledge

Overall look and feel about 2 blogs

- These 2 blogs both talk about beauty. - We can easily find beauty features.

- Their names reflect female contents

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inside


BELLASUGAR www.bellasugar.com

Bellasugar - The blog looks really professional and clear => high fashion - The animated image of the blog owner, lipstick bring beautiful feelings to readers at the first sight

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TINDOLAMDEP www.tindolamdep.com

Tindolamdep - We can tell this is a beauty blog but its hard to find a clear identity here (maybe we have 4 bloggers) - The code color here is brown, which might bring high fashion feeling but also makes the page look sad. - Beautiful images display on homepage can trigger readers’ interest to follow posts.

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OVERVIEW QUESTION: This are 2 real examples of beauty blogs, one in Vietnam and one in other country. What do you think about these 2 blogs? What do you like? What you don’t like?

PROBING QUESTIONS: 1. What do you think about the overall look and feel of the websites? You like the arrangement? Color? Branding? 2. Pls pick up one feature from these 2 blogs that demonstrate its beauty! Why do you choose this one feature? 3. What do you think about branding in these videos? 4. If you could, what would you like to change in these blogs? 5. Do you think this channel is effective and potential for beauty products/brands? Why do you say so?

SCORE SCALE

1. The interviewee provides very simple and vague descriptions on why she likes or dislikes these beauty blogs. He/she is not well articulated when it comes to Beauty details.

3. The interviewee can spontaneously pick up some details at general level (not in a structured way) & can be able to express them in depth at probing. At another level, they are aware of these websites but have not really thought about this potential channel for beauty products & brands.

5 . The interviewee spontaneously picks up the details in structural way (overall look and feel of the two websites, branding, color contrast, product display, aesthetic effect etc.) with a capability to express in depth detail descriptions of what they like/dislike & why. They can even score higher if they are frequent visitors of such beauty websites and can tell 1-2 beauty tips that they’ve learned and applied through these websites. Beauty Recruitment Guideline | 49



Beauty Recuitment Guidline