Memorandum: Recruitment of Marketing Director at Kerry Foods - Report

This memorandum, prepared by a trainee at TeamPower, a Dublin-based HR consulting firm, addresses the recruitment of a Marketing Director for Kerry Foods. The report begins with an overview of Kerry Foods, a global food company, and the crucial role of the Marketing Director in developing and executing marketing strategies. The memo outlines the objectives of the position, including creating effective marketing plans, expanding into foreign markets, and managing social media presence. It details the required skills and attributes of the ideal candidate, emphasizing strategic thinking, leadership, communication, market analysis, and technological knowledge. A detailed recruitment plan is presented, including awareness, interest generation, consideration, intent, evaluation, and hiring phases. The plan leverages various communication channels, such as direct mail, newspapers, and social media, to attract potential candidates. The evaluation process includes assessing knowledge, skills, attributes, and behavioral tests. The memo concludes with a plan to conduct a recruitment drive and select a candidate who meets Kerry Foods' growth and development expectations.

Memorandum
To: [Anna (Head of C-Suite Recruitment)]
From: [Student Name and/or Trainee in HRM department issuing the memo]
Date: [25/2/2019]
Subject: [Recruitment of marketing director at Kerry Foods]
[Opening – Kerry foods is actually a company which is in the business of offering high-quality
food products to their consumers with the help of their hi-tech technology. It is located in the
south west of Ireland and has is successful in capturing the global food market. This company is
around 40 years old with having revenue of € 6.6 billion. Company is in great need of marketing
director which acts as the backbone of all marketing strategies. Marketing director explores the
marketing trend of the industry in order to create a competitive marketing strategy which cannot
be easily copied.]
[Outline description –
Objective: - To create an effective marketing plan which will help the company in expanding its
routes in the foreign country in terms of image creation and form a huge customer base.
Marketing director will help in creating an annual marketing plan. It will be the duty of the
marketing director to form a marketing calendar which will include related events and campaigns
along with a complete analysis of future growth and possible competition in the existing market.
It will be the duty of the marketing director to provide proper guidance to the departmental
managers related to day to day activities along with marketing budget. It will be the most
important duty for the marketing manager to create a unique image of the company in the
business market by ensuring proper availability of resources to the team which is working on this
strategic marketing platform (Carreiginiter, 2019). At present management of Kerry foods
company is well aware of the influence of social media on the business market. Hence, it will be
the role of the marketing director to ensure the effective use of all social media tools like
Facebook, Instagram, and YouTube. This will help the company in refining their social media
presence in the business market. Kerry foods have faced many up and down in their business life
which has sometimes impacted the productivity of the employees by forming a negative work
environment around them. Hence, in this particular situation marketing director will act as
mentor/motivator by removing this negative work environment with the help of encouragement
and appreciations (Campaign, 2016). This will help the management in achieving effective and
efficient business operation which will benefit the company in terms of profit and gaining huge

marketing share. Due to globalization, many players have jumped in Food industries which are
limiting the portion of market share. This is actually presenting a threat to Kerry foods for their
sustainability and therefore, marketing director will act as a game changer by offering new
opportunities to this company with the help of their market experience (Felix, Rauschnabel &
Hinsch, 2017). It will be the role of marketing director to decide whether they should go for a
new product or must create a new market for their product line in order to minimize the overall
competition in this food industry. In addition, it will be the role of marketing director to develop
an efficient KPI for their employee by ensuring that every single employee will be clear about
their role and responsibilities so that a confused work pattern can be avoided which can hamper
the efficacy of the business operation (Osmani et al., 2015).
As this post consists of numerous numbers of role and responsibilities, so it is very important for
the management to explore the knowledge, skill and attributes belonging to that person because
these aspects decide the rate of success of that person which directly impacts the overall strategy
of the organization, especially when it is related to food (Kwiatkowski, 2003). In order to prove
this organization a competitive hand it is very important that the person who is going to acquire
the post of marketing director post must have very unique strategic thinking so that an exclusive
strategic direction can be offered to all marketing activities which are linked with like Kerry
Foods Company. One of the most important skills which the applicant must possess is their
leadership skill because the people sitting on this position have to manage a long vertical line
which consists of middle managers, front line managers and employees (Moorman and Day,
2016). It is this leadership which has the capability of motivating the employee in such a
situation where employees have give-up. In addition the person must be able to communicate
their ideas in a very progressive manner so that the audience must be able to formulate their role
and responsibilities related to their task without any kind of confusing.
When it comes to knowledgeable part the person must possess great experience related to market
analysis especially up and downs in food business sector so that a clear understanding can be
developed related to new innovation and creativity going on in this sector in order to compete. In
addition the person must have possessed through knowledge related to the latest technologies
which are linked to food industry so that a technical edge can be created in the business market
(Robertson and Smith, 2001). Person must possess knowledge related to implementing change
strategy in the business operation because implement change is not easy thing and it needs a lot
of practice to implement in the right direction.
When it comes to attributing part, the person must be capable of taking high quality analytical
decision associated with the business because this attribute is very important in selecting media
for promoting and related activities which are associated with the food business. In addition the
person must possess interpersonal attribute in order to work with all the type of personalities
associated with the organization (McArth et al., 2017). Person must have time management
attribute so that times spend on some activity can be organized according to their importance
because a person sitting on such a high post is always surrounded by a lot of responsibilities.

Detail Plan
As filling marketing director post is very important for Kerry foods organization in order to
maintain their hold in the Ireland Food market. Hence, a detailed plan will be formulated in order
to ensure that only brilliant minds can become part of this organization.
Awareness
In this step the HRM department will make use of all integrated marketing communication
strategy to increase its market reach. For this department will make use of direct mails, personal
mobile message and mostly importantly use of social media (Hassan, Nadzim and Shiratuddin,
2015). The department will spend 20% of efforts on direct mails and personal mobile message to
make people aware of the opening of marketing director in the organization. In addition the
department will spend 30% of their effort on Ireland newspaper so that it can cover around 40%
population of Ireland. The department will spend almost 50% of their effort on social media
because the organization is well aware that around more than half population of the world is
connected with social media. Social media will provide two types of advantage to the
organization, one is their extensive reach and other is their cost efficiency in terms of promotion
(Barreda et al., 2015).
Newspaper- weekly four post for 1 month, Directly mailing- one post in one week and social
media- (Facebook, Instagram) – One post in three days.
Interest
In this step the department will provide complete description related to the post of marketing
director in which all the role, responsibilities and authority will be explained in details in such a

way that it can generate a large pool of applicant from Ireland population. Generating pool is
always better for the organization because it offers the company an option to choose brilliant
mind which can offer their great service in expanding this organization.
Newspaper- weekly four post for 1 month, Directly mailing- one post in one week and social
media- (Facebook, Instagram) – One post in three days.
Consideration
In this step HR department of organization will form a team which will include experienced HR
personalities to explore the number of applications which has been generating from this strategy
in order to consider which personality should be considered for this post.
Intent
In this step HR department of this Kerry foods organization will then try to match the list of
requirement for marketing director post with a number of applicants generated for this post. The
best applicant will be extracting from this pool of applicants and then will be informed for the
evaluation round (Nadda, Rafiq and Tyagi, 2017).
Evaluation
In this step, each selected applicant will be evaluated on the setup criteria of the organization for
this marketing director post in terms of knowledge, skill and attribute. In addition the department
will also conduct a behavioural test in order to ensure that person fulfills the vacant post of
marketing director (Gambrel and Piercy, 2015).
Recruitment drive event will be conducted at the end of the third month after to ensure that only
brilliant minds of Ireland will get selected (Mode of communication- Newspaper and Social
media).
Hire
In this step HR department of Kerry foods will finally select the person which has to meet all the
criteria associated with the post of marketing director and is capable enough to provide the
growth and development which the management of Kerry foods is expecting from their
marketing director.

Attachments:
Barreda, A.A., Bilgihan, A., Nusair, K. and Okumus, F. (2015) Generating brand awareness in
online social networks. Computers in human behavior, 50, pp.600-609.
Campaign. (2016). Job description: Marketing director [online]. Retrieved from:
https://www.campaignlive.co.uk/article/job-description-marketing-director/1381762
Carreiginiter. (2019). What does a marketing director do [online]. Retrieved from:
https://www.careerigniter.com/questions/what-does-a-marketing-director-do/
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017). Elements of strategic social media
marketing: A holistic framework. Journal of Business Research, 70, 118-126.
Gambrel, L.E. and Piercy, F.P. (2015) Mindfulness‐based relationship education for couples
expecting their first child—Part 1: a randomized mixed‐methods program evaluation. Journal of
marital and family therapy, 41(1), pp.5-24.
Hassan, S., Nadzim, S.Z.A. and Shiratuddin, N. (2015) Strategic use of social media for small
business based on the AIDA model. Procedia-Social and Behavioral Sciences, 172, pp.262-269.
Kwiatkowski, R. (2003). Trends in organizations and selection: an introduction, Journal of
Managerial Psychology, 18(5), pp. 382-394.
McArthur, E., Kubacki, K., Pang, B. and Alcaraz, C. (2017) The employers’ view of “work-
ready” graduates: A study of advertisements for marketing jobs in Australia. Journal of
Marketing Education, 39(2), pp.82-93.
Moorman, C. and Day, G.S. (2016) Organizing for marketing excellence. Journal of
Marketing, 80(6), pp.6-35.
Nadda, V., Rafiq, Z. and Tyagi, P. (2017) Effectiveness and Challenges of Recruitment process
outsourcing (RPO) in the Indian Hotel Sector. International Journal of Academic Research in
Business and Social Sciences, 7(2), pp.218-236.
Osmani, M., Weerakkody, V., Hindi, N.M., Al‐Esmail, R., Eldabi, T., Kapoor, K. and Irani, Z.
(2015) Identifying the trends and impact of graduate attributes on employability: a literature
review. Tertiary Education and Management, 21(4), pp.367-379.
Robertson, I.T. and Smith, M. (2001). Personnel Selection, Journal of Occupational and
Organizational Psychology, 74, pp. 441-472.