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n What do we need to do to build a pool of internal talent?
n How do we keep talented and capable people committed while they

await opportunities for advancement?
n Where should we advertise?
n Why is that the best publication?
n What others have we tried?
n What is our ideal candidate likely to read?
n What is the evidence that advertising in that publication delivers

the best results?
n What should our advertisement say?
n How will we catch our ideal candidates’ attention with the header?
n What “offer” will attract the best candidates?
n What evidence do we have that we can deliver what we promise?
n What action do we want the best people to take on seeing our

advertisement?
n If you haven’t already thought through the answers to these

questions what do we need to do to ensure that you will be in a
position to answer them readily next time?

Should we use recruitment specialists?

n Are there companies that specialize in our business?
n Do we have clear evidence that they deliver superior candidates

rather than over-charging to save our HR department a little work
and a deal of thought?
n What evidence do they supply to back up their claims of expertise
in our business?
n If I were thinking of looking for a change of employment would I
trust them to find my ideal job?
n Would you?
n Would we do better to offer our employees a cash incentive to find
good applicants from among their friends?

The best use of the best people 41