Best Practices in attracting talented applicants.

Company Name: LG Electronics Inc.

LG Electronics Inc. (Korean: LG) is a South Korean multinational electronics company

headquartered in Yeouido-dong, Seoul, South Korea, and is part of the LG Group. With 2014
global sales of USD 55.91 billion (KRW 59.04 trillion), LG comprises four business units: Home
Entertainment, Mobile Communications, Home Appliance & Air Solution, and Vehicle
Components with Starion India,as its main production vendor for refrigeration and washing
machines in Indian sub-continent.

Position: Marketing executive

- Aim to maximize profits through developing sales strategies that match customer requirements and
by promoting products, services or ideas.

Sponsorships
20012003, LG sponsored the snooker Grand Prix. During these years the tournament was known as
the LG Cup. In 2008 LG became sponsors of the Extreme Sport 'FSO4 Freeze' festival.[39] LG sponsored
the LG Mobile World Cup texting competition.
LG sponsors two Korean professional golf players
- Ja-young Kim
- Bomi Lee.
2009 to 2013, LG Electronics sponsored Formula One for 5 years as a Global Partner and Technology
Partner of Formula One. until 2013.
LG was also an official supplier to Virgin Racing and Lotus Racing team, plus engine manufacturer
Cosworth from 2010-2012.
LG Electronics sponsored the English football club Weyside Rovers (Guildford) from 2000 until 2002
and the English football club Fulham F.C until July 2010. LG sponsored the Brazilian football club Sao
Paulo FC from 2001 to 2009, during which time the club were the winners of the 2005 FIFA Club World
Championship. LG currently sponsor the Australian Football League team Fremantle Football Club, the
Costa Rican football club Liga Deportiva Alajuelense, the Australian National Rugby
League team Cronulla Sharks(now discontinued), and the Argentinian club Boca Juniors. LG also
sponsors London Fashion Week and the LG Arena in Birmingham.

LG Sponsors the German Soccer Team Leverkusen.

August 2013, it was announced that LG Electronics would sponsor German Bundesliga club Bayer 04
Leverkusen for the next three years with an option to extend for one more year.
In the U.S., LG Electronics' brand and product advertisements can be seen in Dodger Stadium of the Los
Angeles Dodgers and Great American Ball Park of the Cincinnati Reds. LG sponsors the International
Cricket Council, the world governing body for cricket, and also sponsors ICC Awards.

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 Strategy of the Company

Marketing mix
LG electronics is a multinational company of South Korea that deals in electronic goods. This Global Company has
spread its network all over the world with its headquarters in Seoul. It was founded in the year 1958 with the aim of
rebuilding its nation with domestic consumer goods. From a national company to an international company it has
come a long way. Currently LG electronics has become the second largest manufacturer of television in the world.

Product
Television - DVD Players

- 55-inch OLED TV Computer products like monitors

- 65-inch and 77-inch OLED TV
- LG Smart TV - Home appliances
- Plasma TV - Refrigerators
- Dishwashers
Smart Devices and mobile phones A varied range - Microwave Ovens
of tablet devices and smartphones like - Vacuum Cleaners
- Washing machines
- G3, - Water Purifiers
- G Flex - Air conditioners
- G2
LG gives tough competition to Samsung and other
A smart watch that is based on Android wear top brand companies due to its ability to have a
complete chain of products. If you look at the product
Home Entertainment range of LG, it is second to none. Thus, in the
marketing mix of LG, you will find that product is
the topmost advantage of the brand.
- Music Systems
- Home Theatre Systems
- BLU Ray Players

Place

LG electronics serves a worldwide market with five business units in nearly a hundred and ten locations. Its aim is rapid and
fast growth and as it can only be achieved through globalization. It started its overseas operation with USA. In order to sell its
products LG has tied up with a number of distributors who are given the responsibility of distributing the products efficiently
and timely with minimum of fuss. In India, the company realized that it had to be innovative in order to capture the market.
Therefore, it sent vans with company logos to every part of the country, sometimes covering a distance of 5000km in a
month, in order to increase the awareness about its brand.

Next, it opened its own manufacturing units in places like Noida, Bhopal etc. The company tied up with retailers for the
direct sales of its products and distributors for the channel sales. LG has 46 branch offices that work directly with every field
of distribution. A policy of regional distribution is maintained and they follow the policy of stock rotation. LG products are
available very easily at all the malls and supermarkets. The company has its own well-maintained showrooms to provide
every service to its customers. Online shopping for LG products is also possible at every shopping site. The LG exclusive

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showrooms are known to be the most profitable for retailers because of the product depth that LG has. Excellent distributors
and the companies focus on supply chain are the two reasons for the success of the place element in the marketing mix of LG.
Price

The pricing policy of LG consists of cost plus fixed markup. It means that the policy for pricing consists of cost
of the product and a reasonable profit.A special team has been appointed to research the market in a detailed
manner. Here the prices of its competitors are collected along with the consumers thoughts through extensive
research. Every factor is thoroughly analyzed and after evaluating its own costing and the market research the
actual price of a product is determined. When the company launched its products in India for the first time, they
were all of high range but later as the company opened its own manufacturing units; it has been able to lower the
prices of the products.

LG electronics has decided to follow a policy of price competitiveness for the rural areas. In order to reach out to
the rural base in every nook and corner it has decided to reduce the prices as increase in volume will result in huge
revenues and profits.

Promotion

LG electronics has always believed in the concept of promotional advertisement. It feels that a direct
communication with the consumer is necessary to sell its products and hence its advertisements can be seen
throughout the year in televisions, magazines, newspapers and internet. The brand also gives special discounts to
retailers and distributors who advertise regularly and who open exclusive shops for LG. The advertisement is the
maximum for newly introduced products and for products which give high turnover like panels and refrigerators.

In order to maintain its brand name the company is accustomed to invite famous personalities from the field of
entertainment and sports. For example, In China Kim Tae-Hee, a famous actor is its brand ambassador, whereas
in India, Akshay Kumar, the famous Bollywood actor has acted in the LG commercials. LG became the first
brand to sponsor the 1999 and 2003 world cup of cricket. LG has also sponsored the ICC Awards and the
Formula-One for five years from 2009-2013.

Marketing

LG Electronics' marketing division is responsible for domestic and overseas marketing and sales,

marketing planning, product planning, customer service, and other jobs related to product sales and

services. It has secured LG Electronics' market leadership through differentiated sales and customer

service strategies. It continually strives to bolster LG Electronics' market presence, both domestic and

overseas.

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 1. Identify Need

Employment details:

- LG Electronics has 4 business units.

Home Entertainment
Mobile Communications
Home Appliances & Air Solutions
Vehicle Components
- 128 operations worldwide, employing 83,000 people.

Income statement:

Year on year LG Electronics Inc.s revenue fell -4.29% from 59.04 to 56.51tn. This Along with an increase in
the cost of goods sold expense has contributed to a reduction in net income from 399.35bn to 124.39bn, a-
68.85% decrease.

2. Develop Job Description

Position: Marketing executive

Competencies:

- Aim to maximize profits through developing sales strategies that match customer requirements and by
promoting products, services or ideas.

Expertise:

Marketing executives work together with other employees and is responsible on advertising, market research,
production, sales and distribution staff.

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They are responsible for analysing and investigating price, demand and competition, devising and presenting
ideas and strategies, promotional activities, compiling and distributing financial and statistical information,
writing reports, organising events and product exhibitions, monitoring performance and managing campaigns on
social media.

3. Develop recruitment plan

Listed below are LGs recruitment systems as they enumerate their desired skills and values for
their employees.

HR SYSTEM

This is our HR values. We believe the source of all values is found in an individual's creativity and
autonomy. From this value we derived four sub-values with an emphasis on competency, performance
based rewards, equal opportunities, and a long-term perspective.
These total five values are the basis of LG's main HR System organization, recruitment, development,
appraisal, and compensation. The end result of this is the establishment of Human Resource systems that
directly realize our management philosophy and business strategy.
We hold the following to be our guidelines for managing human resources.

CREATIVITY & AUTONOMY

An individuals creativity is the source of creating value. We respect diversity and autonomy so that each
can exercise his/her own creativity to the full extent.

EMPHASIS ON COMPETENCE
We have adopted competence as the most important criterion for making personnel decisions.

PERFORMANCE BASED REWARDS

Rewards based on performance are essential for human motivation. Performance results will be fairly
evaluated and rewarded accordingly.

EQUAL OPPORTUNITY
Equal opportunity builds trust between people. We ensure everyone an equal opportunity regardless of
gender, race, age, religion or nationality.

LONG-TERM PERSPECTIVE
Maintaining a long-term perspective is the foundation of our human resource policies. Human resource
programs should be designed with a long-term perspective and implemented with dedication and
persistence.

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 4. Select search committee

Bianca Lee-Chang

LGEEH, European Marketing Comm. Group

I am a European PR Specialist, working at LG's European Headquarters. I coordinate PR

activities and provide support and strategic operation plans to PR Managers in 14 different
countriesseeing first-hand how LG demonstrates great innovation and growth.
Fabio Gurman

LG Electronics Brazil, HR Team

I feel like I belong to the LG family and its one I'm proud to work for. Secondly, I like
being part of a team that is positively influencing the company's presence in Braziland
what's more, it's great to have the opportunity to use my experience to contribute to the
company's success in other countries.
Jeong Chun-Hee

LGECH, Public Relations Group

I feel like I belong to the LG family and its one I'm proud to work for. Secondly, I like
being part of a team that is positively influencing the company's presence in Braziland
what's more, it's great to have the opportunity to use my experience to contribute to the
company's success in other countries.
Zhang Hui

LGECH, HR Team

I knew from a very young age that I wanted to work for the company. I am very proud to
be an LG employee, and thanks to the support and opportunities offered by the
companyand my own dedication and perseveranceI have been able to progress from
junior employee to PR manager.
LuoBing

LG Electronics China, R&D Center

As one of the top 500 corporations worldwide, LG had always represented an attractive
optionand it has been an honor to work for them. The knowledge, training, and skills I
have gained here have given me a great foundation from which to build to my career.

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Yantao Sun

LGETA, Air-Conditioning Production Team

My job involves researching mobile terminals and coding audio profiles, as well as
project management. LG is an ambitious company that produces many different products and
product lines. I hope to develop my skills further, to become a proficient project leader over
time.
Liyang

LGETA, Vacuum Cleaner Purchasing Department

I am a mechanical- and craft-processing engineer in a paint shop. Since starting work at LGE,
I have really come to appreciate the importance of teamwork. When people work
together, they can achieve big things. I hope to be working for the Quality Department in the
future.
Frdric Christophe

LGEMF, Standard- and Advanced-Technologies Group

My department helps develop new vacuum cleaner models, and decide on pricing. I chose
LG because I knew that they were the kind of company that would give me the
opportunities needed to realize my ambitions. My goal is to lead my team to become one of the
best in the V/C factory.

Marek Sosnowski

LG Electronics Poland, Production Group

I'm a standards and advanced technologies director at LGEMF. I was looking for new
career challenge and became interested in LG because of its success in the mobile phone
market. I felt that LG was one of the few manufacturers that could find the key to
success in this line of business and come to master the industry as a

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 5. Post-position

Advertisements and Job Postings:

http://www.jobstreet.com.ph/en/job-search/jobs-at-lg-electronics-philippines-inc/
http://www.indeed.com/q-Lg-Electronics-jobs.html
https://www.facebook.com/LGEPHCareers/
https://www.linkedin.com/company/lg-electronics/careers

6. Review candidate

CONDUCT THE REVIEW IN STAGES

Conduct the review in stages, with the first stage confined to the construction of a long short list. This should retain all
potentially interesting candidates, and not just those regarded initially as the top candidates.

STAGE 1: Creating the long short list

If you have a large pool of candidates, it may be difficult for all members of the search committee to thoroughly review all
the candidates. In such a situation, consider assigning specific review responsibilities to members of the committee,
consistent with the sizes of the committee and the pool of candidates. To generate the long short list:

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 Ask all the members of the committee to review, even if briefly, all applications as they come in to get a
sense of the possibilities. (Some search committee chairs recommend including a signin sheet in each
candidates file on which search committee members can indicate that they have briefly reviewed the file.
Others also keep a checklist in each file to track receipt of required application materials. Some prefer to
keep a master checklist for all candidates. )
Divide the task of thoroughly evaluating the qualifications of each candidate amongst the search
committee. Try to make sure that each candidate receives a thorough and indepth review from at least two,
and preferably more, members of the committee, and that each committee member is responsible for
thoroughly evaluating the qualifications of a manageable group of candidates.
Warn your committee about how much time reading and evaluating the candidates files will take.
Inexperienced or busy committee members may otherwise put off reading the files until it is too late to do a
thorough evaluation. Most search committee chairs recommend devoting at least 1520 minutes per
applicant. (Some search committee chairs find it helpful to provide a form that committee members can use
to keep track of their evaluations; others prefer to let committee members devise their own methods for
evaluating and comparing candidates.)
Advise your reviewers to concentrate on selecting all potentially strong candidates in their review group
regardless of their personal preferences. In cases of doubt, advise the reviewer to retain a candidate for
review by the entire committee.
At subsequent meetings decide how long the long short list should be and construct the long short list
by having the reviewers present their conclusions.
Evaluate your long short list before finalizing it. Are qualified women and underrepresented minorities
included? If not, consider whether evaluation biases or assumptions have influenced your ratings.
The selection of the short list of candidates for interviews should be conducted at a later meeting,
scheduled to allow committee members sufficient time to thoroughly review the strengths of the candidates
on the longer list.

STAGE 2: Selecting a short list of candidates to interview

This is likely to be the most difficult part of the review process, since committee members will inevitably have different
perspectives or preferences with respect to the open position.

Search committee chairs should think of ways to handle the delicate issues that can arise.

Many successful search committee chairs recommend the following:

a. To get the review off to a good start, with the entire committee willing to consider all candidates objectively:

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 Review your objectives, criteria, and procedures.
Emphasize that the committee represents the interests of the department as a whole and, in a broader
context, the interests of the entire university.
Remind the committee that the deans will expect the search committee chair to make a convincing case that
the review was thorough and handled fairly. Some committee members may otherwise want to start with
only their favorite candidates, and to argue against others without considering them objectively.
Remind the committee that increasing the diversity of the faculty is an important criterion to consider in
choosing among otherwise comparable candidates.
b. To make sure that diversity is considered seriously:
Remind the committee of possible inadvertent biases or assumptions before starting. If necessary, review the brochure
Reviewing Applicants: Research on Bias and Assumptions. Require uniform application of standards in retaining or dropping
candidates on the original list.
c. To handle the mechanics of selecting the short list efficiently and systematically:
Have all members of the search committee thoroughly review and evaluate the applications of those
selected for the long short list.
Remind your committee members to devote at least 1520 minutes to the evaluation of each applicant.
Consider evaluating applicants on several different rating scalesone for teaching ability, one for research
potential, one for mentoring potential, etc. Discuss the relative importance of different criteria. There is a
sample form that can be used in the resources section.
Schedule subsequent meetings to allow search committee members sufficient time to conduct thorough
evaluations.
After search committee members present initial evaluations, review the ratings a second time.
Opinions expressed early in the process can change after many candidates are considered and comparisons
become clear.
Consider including the top candidates from various separate rating scales in your short list.
Decide on the short list and possible alternates only after the entire committee has had a chance to review
the longer list in depth.
Do not allow individuals to dominate the process or to push for dropping or retaining candidates without
defending their reasons.
Ask quieter members of the committee for their opinions.
Be sure that standards are being applied uniformly. Be able to defend every decision for rejecting or
retaining a candidate.
Do not allow personal preferences or narrow views of the review to dominate the process.
Evaluate each candidates entire application; dont depend too heavily on only one element such as the
letters of recommendation, or the prestige of the degreegranting institution or postdoctoral program.

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 Evaluate your short list before finalizing it. Are qualified women and underrepresented minorities
included? If not, consider whether evaluation biases or assumptions may be influencing your ratings.
Keep sufficiently detailed notes so that the reasons for decisions will still be clear later.

7. Conduct Interview

Interview Process

Test Group Discussion Technical Interview HR Interview

ROUND 1: TEST

Duration: 75 Minutes

Test Sections

Section 1: Reasoning / Analytical

Section 2: Verbal English

Section 3: Technical

Interview Experience

Psychometric Test: The test was totally on our mental ability to work under stress and depending on
the performance they concluded about our feelings. The test was to check our capacity to work under
pressure.

ROUND 2: GROUP DISCUSSION

Duration: 12 Minutes

Group Discussion Topic: Impact of foreign companies vs. Philippine companies.

ROUND 3: TECHNICAL INTERVIEW

Interview Experience

In technical interview they mainly focus on the way we express our project details and how much
they are useful for their company.

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 Interview Tips
If youre willing to join any organization just like this. Try to do your projects seriously.

ROUND 4: HR INTERVIEW

Interview Questions

Question 1: Tell me about yourself.

Question 2: How can you help the company expand the product line into the US?

Question 3: We will not give you salary will you join?

Question 4: Any idea about the company?

Question 5: Why do you want this job?

8. Select Hire

LG is always seeking out committed and enthusiastic team players. Especially, Exceptional
individuals who possess the necessary skills that can help perform at the highest-level and keen thinkers
who are armed with both professionalism and a desire to take an active role on the global stage.

9. Finalize Recruitment

This is where the chosen applicant is informed about the norms and sanctions in the work area and
upcoming events in the company, this is where salary negotiations will took place.

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LG Electronics Inc.s Recruitment Process
Small variations in the recruiting process may be found depending on local employment conditions, such as the local labour
market (industry, average retirement age, etc.), and local labour laws and regulations relating to recruitment.

In some countries, an additional stage may be added to the recruiting process, such as with the administration of aptitude and
attitude tests.

How is the global recruitment process being conducted?

A.LG Electronics uses the same recruitment process in all its offices around the world. Applicants should first
consult one of our recruitment advertisements or find us on the Web. Follow indicated submission instructions to
ensure your application will be received by our Human Resources Department. Once received, we review all
application materials and decide whether an interview is needed. Depending on the country, an aptitude test or other
form of evaluation may also be part of the application process.

Source:
https://en.wikipedia.org/wiki/LG_Electronics
http://www.forbes.com/sites/shawnoconnor/2013/04/09/step-1-for-a-successful-startup-identifying-a-need-in-your-
community/#381248365958
http://www.marketing91.com/marketing-mix-of-lg/
http://www.lg.com/in/about-lg/career
http://www.bu.edu/apfd/recruitment/fsm/fair_thorough_review/

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