Marketing Needs And Challenges Of Small Businesses Marketing Essay

Advertising Needs And Challenges Of Small Businesses Marketing Essay Presentation This paper manages the advertising needs and difficulties of private ventures, with specific respect to the distinctions in these zones among little and huge firms. Independent companies are consistently expanding their commitment to the economies of the created countries. Little and medium ventures (SMEs) as of now give work to over 33% of the UK work power and record for pretty much under half of the countrys complete private segment business turnover (Longenecker, et al, 2005). The little area is for every single reasonable reason driven by the vitality, inspiration, and drive of pioneering proprietors, as opposed to by the capacities and abilities of suitably taught and prepared proficient directors (Odaka Sawai, 1999). Entrepreneurs are headed to build up their associations by reasons like enterprising energy, the longing for autonomy in working and dynamic, desiring for riches, and the need to abuse unique and inventive thoughts and ideas for items and administrations (Odaka Sawai, 1999). Such business visionaries assume indispensable jobs in the economies of their countries, accept different operational and monetary dangers, and face trou blesome business challenges as they continued looking for business achievement (Odaka Sawai, 1999). One of their most significant difficulties lies in the territory of showcasing. All organizations need to effectively offer their items and administrations to clients so as to make business progress and upper hand, and private ventures are no exemption to this standard (Pelham Clayson, 1998). While showcasing achievement is basic for the operational and monetary achievement and development of little and enterprising firms, such associations face various unpredictable and troublesome difficulties in the quest for such goal (Pelham Clayson, 1998). The advertising situations and difficulties of little firms are fundamentally not quite the same as those of bigger associations. Such contrasts emerge because of different reasons like item extend, geological dissemination, valuing contemplations, client division, and accessibility of assets (Pelham Clayson, 1998). A significant part of the accomplishment of the proprietors of little ventures comes from their capacity to perceive and beat su ch difficulties and figure fitting and successful showcasing plans and techniques for their items and administrations (Pelham Clayson, 1998). This article looks at the significant contrasts between the showcasing difficulties and alternatives of little and enormous firms, the different components of the advertising conditions of little firms and the different difficulties they are probably going to experience over the span of their business. The examination likewise researches the available resources that can be utilized by little associations to adequately advertise their items and administrations, and endeavors to suggest the most ideal available resources for little business visionaries and entrepreneurs to improve the viability of their showcasing endeavors and upgrade their upper hand. The Importance of Marketing for Small Businesses The foundation and development of independent ventures is driven by the energy and excitement of individual business people (Odaka Sawai, 1999). These people wish to create and assemble free undertakings and regularly feel that they have item or administration with extraordinary and explicit credits that will speak to clients (Odaka Sawai, 1999). Such business visionaries are portrayed by their idealism, eagerness and conviction and conviction in their thoughts, as likewise by their trust in their capacity to accomplish their destinations. They anyway work with various requirements that originate from factors like shortage of physical and money related assets, restricted workforce, nonappearance of experienced and pro officials, and absence of built up business sectors (Casson, et al, 2006). Barely any of these business people build up new associations with firm and prepared clients. In any event, working private companies work in comparatively troublesome and tested conditions (Cass on, et al, 2006). While it is without a doubt refreshing by all entrepreneurs that a definitive operational and budgetary triumphs of their undertakings, as likewise the upkeep and upgrade of upper hand, is essentially needy upon their showcasing deals execution, not many of such agents can successfully find, center upon, and misuse advertise openings through the plan and execution of fitting promoting procedures (Sadler-Smith, et al, 2003). The expectations and plans of little business visionaries and entrepreneurs to upgrade their promoting adequacy and deals execution are compelled by various difficulties and hindrances, some of which happen in view of inside shortcomings and others because of ecological conditions (Sadler-Smith, et al, 2003). Little and enormous organizations vary from numerous points of view. Huge organizations, regardless of whether they are as of late settled, are bolstered with solid money related assets from singular investors and monetary foundations (Voss, et al, 2002). Other built up and more seasoned huge organizations besides have various hierarchical qualities that come from broad and created creation offices, top notch authoritative ability, innovative work capacities and skill, access to master counsels and experts, broad item go, set up working procedures for upkeep and improvement of value, economies of scale, more prominent market reach, activities in various geographic areas, set up advertise name and picture, and notable brands (Voss, et al, 2002). While every enormous association may not have every one of these qualities and properties, it is hard to consider a large number of them would have accomplished huge development in size and scale and still keep on being without a significant number of these highlights (Welsch, 2003). Such qualities and credits join to give enormous associations outstanding advertising favorable circumstances regarding existing client base, solid client connections, more prominent scope of items and administrations, great item quality, alluring estimating, land reach, and brand review (Welsch, 2003). Private ventures are equivalently hindered on numerous fronts (Weinrauch, et al, 1991). The vast majority of them have limited item goes and while their operational expenses are lower than those of bigger organizations, they can't get to economies of scale and support costs that are really serious and appealing (Weinrauch, et al, 1991). Such organizations additionally experience the ill effects of absence of uniform and fittingly planned working procedures and quality control techniques, which frequently bring about the age of items and administrations of variable and every so often dicey quality (Weinrauch, et al, 1991). The nonappearance of gifted administration ability propels the proprietors of such organizations to by and by oversee various and changed activities and makes it hard for them to really concentrate on promoting necessities, systems and plans (Weinrauch, et al, 1991). This frequently brings about specially appointed or improperly defined and actualized advertising ac tivities (Welsch, 2003). The absence of monetary assets then again compels such organizations from participating in costly promoting and brand building procedures (Welsch, 2003). Such imperatives, independently and mutually, make it incredibly trying for little firms to contend successfully in the commercial center, with bigger contenders, yet additionally with the numerous little firms that messiness most business divisions that don't request considerable venture of capital, innovation or different assets (Welsch, 2003). While independent ventures, when contrasted with enormous organizations, do experience the ill effects of various inward and outside weaknesses, which thusly challenge their showcasing and deals endeavors, they likewise have certain characteristics that can, if viably utilized, help them in the commercial center (Casson, et al, 2006). With independent companies to a great extent being proprietor driven and having short levels of leadership, their dynamic procedures are regularly fundamentally quicker than those of enormous organizations (Casson, et al, 2006). This empowers them to be substantially more deft in the commercial center and empowers them to react quickly to promoting and client needs (Casson, et al, 2006). The significant quality of private companies radiate from their proprietor chiefs, most of whom are innovative in nature and have various characteristics that can help their associations in different manners in the commercial center. Douglas Griest, (2010), found throug hout an audit of 23 examinations on correlations of enormous association administrators with little organization business visionaries that such business visionaries were bound to be inventive, imaginative, and open to new thoughts than chiefs of bigger associations (Griest, 2010). Griest likewise saw that business people were normal as increasingly sure, extreme, requesting, driven by requirements for accomplishment and acknowledgment, and forceful in the commercial center. Business visionaries are additionally bound to take part in natural checking for area of chances, create procedures for the misuse of chances and adjust to change, work with level administration structures and utilize casual systems than huge organization directors (Griest, 2010). A considerable lot of them likewise have inventive personalities and can grow genuinely creative and need satisfying items and administrations (Griest, 2010). It is clear from the first conversation that the promoting difficulties and situations of little firms are essentially not quite the same as those of huge firms. While the market intensity of little firms is genuinely influenced by the absence of various kinds of authoritative assets, aptitudes and qualities, they have the benefits of low operational costs, quick dynamic capacities and the tendencies and propensities to move with nimbleness in the commercial center in light of client needs. Sugge

Writing SOL Prompt 3 Essay Essays - Attitude Change, Belief

Composing SOL Prompt 3 Essay Essays - Attitude Change, Belief Brief: activities talk stronger than words concur or oppose this idea? I bolster the expression activities express stronger than words. Words convey a great deal of weight, from what we state to how we say it, however it is through our activities that really show the truthfulness and bring things into being. By and large, what individuals state dont essentially line up with what they are truly doing or anticipating doing. Its more obvious words than to decipher a people activities. Be that as it may, activities have a more prominent intrigue than words due to the physical component engaged with them For instance, its simple to discuss our fantasies and trusts in future, however it significantly more than vitality to make the strides that lead to carrying our fantasies to the real world. It requires a great deal of difficult work and assurance. On the off chance that all we ever do is discussion about it, we start to lose confidence in ourselves since nothing truly changes. At the point when an understudy says that theyll wind up setting off to an Ivy League school and become an exceptionally acclaimed specialist, they cant simply stay there and sit tight for it to occur. So as to get together with what they stated, they need to really place their words without hesitation and work for it. Things dont come simple and that understudy wont have the option to persuade themselves or others until theyve really cultivated things. Another model is the point at which a political pioneer pursues position; they regularly list a plenty of things they guarantee or plan on doing. They state that theyll help the least fortunate citizenry, stop the strain in the Middle East, help increase simpler access to schools and colleges, and considerably more. Obviously their guarantees sound extraordinary, however activities show the truth. Words are anything but difficult to move of the tongue, theyre simple to figure, and originate from the psyche. In any case, activities genuinely uncover the genuine circumstance and show you that is truly going on. Political pioneers make their guarantees as an approach to pick up help and an approach to draw the residents consideration regarding them. For all we know, they could be misdirecting the residents just to win a political race. We dont know whether what they state is valid until theyve placed their words into activities. Despite the fact that there are numerous models were the expression is bolstered, it is to some degree over-misrepresented and a mistaken clich. It brings down the significant of the intensity of words and their capacity to leave everlasting consequences for an individual and even a whole society. Indeed, even only a couple of words can impact a whole age. The intensity of language is extraordinary. For instance, before the Holocaust really started, Hitler didnt gain his devotees and supporters through physical demonstrations of savagery and influence. He utilized words to beat a whole country and slaughtered a large number of individuals with them. He stood up to swarms and persuaded the German individuals that the Jewish society was a minority and should have been lessened and decimated. Hitler didnt truly power his kin to lash out towards the Jewish individuals and submit murder, he did it through his capacity of words. In any case, despite the fact that this model contends agains t the expression, the quantity of models that do bolster it, overweight it. By and large, I believe that the idiom activities express stronger than words is extremely exact. Somebody can talk a guarantee to you, however until they really accomplish something, theyre just words.

Navajo Nation Mini Documentary Day One

Navajo Nation Mini Documentary Day One Ya’ate’eh! Today marks the first day of my study abroad trip to Kayenta Middle School in Kayenta, Arizona. Kayenta is a town on a Navajo reservation. For one week, I will be student teaching not only for the first time, but as the youngest member on my trip. For the next 10 days, I will be documenting my trip, so feel free to follow along! We just departed from the Illini Union and are heading toward Oakley, Kansas for our first stop. We will spend the night and continue on to Delores, Colorado, where we will make our second overnight stop. With 16 future teachers and 4 vans, we are on the road! Photo from Rachel Hernandez I am both ecstatic and nervous for this experience. As the youngest and least experienced member on the trip, I hope to spend much of my time in Kayenta observing, lesson planning, and working in small groups with the students. The teacher I will be working with, Mr. Placke, seems great! His degree is in middle education, and we will be teaching in a 7th grade social studies classroom. From what Mr. Placke has told me, they are beginning the Revolutionary War unit. Luckily, this is a topic I am familiar with, and I cannot wait to see what the students already know! For some background, many of the students at Kayenta Middle School are from low-income families with parents who don’t speak English as their first language. In the past, the schools have been ranked as low or underachieving. That being said, The students are always eager to learn new material. Running sports like cross country and track and field are very popular on the reservation. That’s all I have for an introduction today. More updates to come! Rachel Class of 2020 I am studying Middle Grades Education with concentrations in Social Sciences and Literacy in the College of Education. Although I now reside in Champaign, I am originally from Vernon Hills, a Northwest suburb of Chicago.

Social Media And Its Effects On Society - 1447 Words

Looking in the mirror and not liking what you see is extremely common, among teenage girls especially, but where does it stem from? Is it human nature to see oneself in a negative light? Perhaps it comes from something more tangible, such as one’s surroundings. Everyday, people are exposed to models and celebrities on social media living unrealistic and uncommon lifestyles. Why does everyone insist on striving for these absurd standards? Perhaps it’s because people, predominantly millennials, pride themselves on their ability to ‘accept everyone’ disregarding sexuality, gender, and size, yet they are constantly judging others whether it’s subtle or very evident. Although modern society is more accepting of different body types than in the past, there is still too much pressure on girls to have the ‘perfect’ body due to emphasis from media, pressure from peers, and American culture. A recurring theme Americans see via today’s media is beauty. This isn’t necessarily the problem though, what needs to be looked at is how the ‘ideal’ look emphasized by the media is unachievable for most people. Whether it be through magazines, television, or social media, individuals are constantly exposed to some form of media in today’s society. According to an article from USA Today, â€Å"Heavenly Bodies in the Eye of the Beholder†, research has been done in the past that proves â€Å"women who watch TV and read more fashion magazines† are not as happy with their body as women who are not exposed toShow MoreRelatedSocial Media And Its Effects On Society1597 Words   |  7 PagesSociety Crumbles into Smithereens One Post at a Time You are walking out of the new Star Wars movie, posting about how superb it was, when suddenly you are swooped up and thrown in the back of a vehicle. No one would have thought posting about how you were there earlier would provoke such a situation. After all, social networking is â€Å"safe† and â€Å"friendly.† Now, social media is defined as â€Å"A form of electric communication through which users create online communities to share information,† accordingRead MoreSocial Media And Its Effect On Society1711 Words   |  7 Pagesinfluence usually are not the first words you would expect to come to mind when thinking about the term â€Å"social media,† yet with a little digging you will soon realize it could be the perfect description. Social media can be defined as forms of electronic communication through which users create online communities to share information, ideas, personal messages and other content. Most often social media is understood as a p ositive concept because of the ways it has allowed us to attain cheap and easilyRead MoreThe Effects Of Social Media On Society1359 Words   |  6 PagesIn a broad sense, Social media refers to elements such as websites, television, blogs, IM, and other applications that enable users to create and share various forms of content such as messages, pictures, and information, or to be able to participate in social networking. Social media depends on web-based applications, which allow a high level of virtual interaction on various levels such as social, professional, and educational levels. Social media has had various contributions to the developmentRead MoreSocial Media And Its Effects On Society1592 Words   |  7 Pagesdevelopment of vast social media networks has improved our communications and interactions. These networks, such as Facebook and Twitter, are essential to how information is shared and criticized. The Social Media Handbook defines social media as â€Å"networked information services designed to support in-depth interaction, community formation, collaborative opportunities and collaborative work† (Hunsinger, 2014 p.1). Having an account or profile on these sites is more than a social norm; it is a requirementRead MoreSocial Media And Its Effects On Society1359 Words   |  6 PagesPeople may say social media is good for you but is it really? Everyday, everywhere I always see people on social media calling people bad names, not being able to communicate face to face with each other. Social media, social media, social media†¦ oh what is has done to the world, so many students grades have dropped, criminals PROMOTE crimes. Ultimately, what is at stake here is social media will one day take over the world. People’s safety will be in danger, crimes will increase, people will getRead MoreSocial Media And Its Effect On Society1601 Words   |  7 Pagesrecent editorial titled â€Å"Hazards of Social Media† on your LinkedIn page on February 10th, 2016. It was very interesting to read your perspective on social media and its effect on society. Having an undergraduate major in Psychology at the University of Southern California and currently conducting research on social media usage at the Brain and Creativity Institute of USC, I have spent significant time researching the issue of social media.Though I agree that social media can be hazardous if not used effectivelyRead MoreSocial Media And Its Effect On Society998 Words   |  4 Pagesis bound to be a shift in social norms. As the times change, so does societ al views on acceptable values. One such possibility is the standard value accepted by mainstream society in which the way a female body is sexually portrayed in the media. It appears that society has not only accepted this standard, but has increasingly encouraged a more sexualized representation of the female body. Social media is an informational highway about what is accepted by the larger society and inferred by the individualsRead MoreThe Effects Of Social Media On Society Essay1644 Words   |  7 PagesSocial media has become prominent parts of life for many young people today. Most people engage with social media without stopping to think what the effects are on our lives, whether positive or negative. Are we as a society becoming more concerned with Facebook friends than we are with the people we interact with face-to-face in our daily lives? What will the longterm effects of today s social media use be? There are many positive aspects, but there are equally as many dangers that come withRead MoreSocial Media And Its Effect On Society1151 Words   |  5 PagesSocial Media The Workplaces’ Largest Enemy Being employed means that an individual will in most cases have coworkers and bosses; the environment shared between the employees is known as the workplace. In the time before technology, people being fired from their jobs was not an unheard of situation. The difference now is people are being terminated from their jobs because of something they posted on social media. If this was not the case, it would set a precedent that posting inappropriate or hurtfulRead MoreSocial Media And Its Effects On Society Essay1396 Words   |  6 PagesIn our modern world, the use of social media is overwhelming and second nature due to the availability. Several people all around the world possess some form of an electronic device that is capable of accessing social media, rather it be Facebook, Twitter, Snapchat, Instagram, and many more. â€Å"Technology’s rampant popularization over the past decade in terms of social media has meant that texting, Facebook, and Twitter have inevitable take n over as the most efficient ways of communicating with each

The Smoking Should Be Banned - 860 Words

On August 31, 2008, Maine made the law for no smoking in cars with children under 18. Warnings were given out until 2009 of September 1st; but starting September 2nd of 2009, fines of fifty dollars would be given out if caught by police. The making of this aw, is to limit teenagers with their license to stop smoking in cars. Smoking should be banned in motor vehicles in all states if person is/are over 16 of age. For teens, smoking is a distraction just like talking on the phone or texting while driving. Cars the popular place where teens or adults smoke their cigarettes. It makes the time goes faster when you’re driving. Maine was the first community to make the law for adults over 18 to not smoke in the car with children under 18. Only a few people have been caught and/or warned about the new law of no smoking with children under 18. In my opinion and what other people have states, â€Å"This law should have been made the year smoking became popular, decades ago.† Sec ond hand smoking is states it’s more dangerous than actually smoking the cigarette. Now that you know that Maine’s law of no smoking in cars with children under 18, I’m going to talk about other states. There are 7 other states and communities that have banned smoking in cars with children under a certain age. Arkansas have made the law of smoking with children under 14 effected in 2011 of July 27th. I think that’s a little young for a law of no smoking in the car with children. If I made a law of no smokingShow MoreRelatedShould Smoking Be Banned?895 Words   |  4 PagesPeople smoke all over the world. Smoking has been around for many decades. Controlling the usage of smoking depends on the smoker. Believe it or not, the government has a huge part on this. In some countries, smoking in public or enclosed areas is banned. In the United States, the owner of any public place has the right to put a â€Å"No Smoking Area† sign. Unfortunately even wit h these regulations, the smoker doesn’t realize how smoking can be harmful to them and their surroundings; people are simplyRead MoreShould Smoking Be Banned?845 Words   |  4 PagesThe smoking population in London stands around 1.2 million and with such a significant percentage of this city with the habit, it is unsurprising the ban has caused such wide controversy. Without hesitation, I add my voice to the chorus of non-smokers who think this ban goes too far. However, I am not saying that smoking is in any way good as I am extremely aware of the gruesome health risks and unattractive photos of black lungs and lopsided livers that litter the media. I just ask of you Britain;Read MoreShould Smoking Be Banned?1672 Words   |  7 Pagesthis is not a choice. This creates the problem of second-hand smoke, which is more harmful than people think. What is worse is that people who inhale second-hand smoke are doing so without consent.Therefore smoking in any public place should be banned.Second-hand smoke is just as harmful as smoking and leads to a higher prevalence of cancer and heart disease. Many people smoke for enjoyment. Enjoyment is what an individual experience when they are having a good time. When an individual is enjoyingRead MoreSmoking Should Be Banned1031 Words   |  5 PagesSmoking is an expensive habit. Smokers’ claim that it helps relax them and relieves stress but there are more negative effects of smoking outweigh the positive effects. Smoking is a health hazard not only for smokers but also for non-smokers. Smokers have the right to choose what to do with their own body and wellbeing but they should respect non-smokers choice to not be subjected to the smoke. Many people believe that there are good and bad outcomes from smoking. I believe that smoking should beRead MoreShould Smoking Be Banned?1326 Words   |  6 Pagesbreak. Even though people are well equipped with the knowledge of how unhealthy smoking can be and what can it causes to their hearts and lungs, they still choose to smoke. Nowadays smoking becomes a trend like a social media, and especially teenagers, are participating in this as well. Although smoking makes you a person feel relaxed from the stress, it harms the body of the smokers in the long run. We have known that smoking can kill us from past 50-60 years, and according to the World Health OrganizationRead MoreShould Smoking Be Banned?2248 Words   |  9 PagesSmoking was first used for medicinal purposes in the early 1600’s. As time continued tobacco began to be smoked through pipes and eventually became rolled in paper and tobacco leaves. After smoking started becoming mainstream, people began to think of this as a social way to fit in rather than thinking of the effects it can cause to their bodies. Although the harmful side effects of smoking are now public knowledge, people still continue to smoke. Smoking can cause health issues, not only to thoseRead MoreShould Smoking Be Banned Public Smoking?1263 Words   |  6 PagesBanning Public Smoking Do people know that cigarettes are responsible for more causalities each year than from HIV, illegitimate drug use, alcohol related incidents, and automobile calamities combined? It is one of the only permissible products that have been long-established to kill when used as intended. Tobacco usage is the main source of avoidable and premature death and disease worldwide according to the Centers for Disease Control and Prevention. Medical studies have shown that smoking not onlyRead MoreShould Smoking Be Banned?1457 Words   |  6 Pagesis that more and more people smoke now than they have in the past. Smoking causes damage not only in the lungs, but also in the body, lips, or inside the mouth. Even though smoking does harm your body there are some good things that come from smoking. Like it can lower the risk of obesity, and knee replacement surgery. There are different types of lung cancer one for smoking and the other, nonsmoking. Although people are smoking, not only are adul ts getting lung cancer, but kids and teens are gettingRead MoreShould Cigarette Smoking Be Banned?1376 Words   |  6 PagesThe United States Surgeon General’s report stated that cigarette smoking is the major single cause of cancer death in the United States. This statement is so true today. Smoking a cigarette is an acquired behavior and that makes it the most preventable cause of death in our society. Cigarettes contain nicotine, tar, and carbon monoxide, as well as formaldehyde, ammonia, hydrogen cyanide, arsenic, and DDT. The main ingredient in cigarettes is tobacco. The nicotine in cigarettes is very addictiveRead MoreWhy Smoking Should Be Banned884 Words   |  4 PagesParagraph A. Every wonder why people smoke? Is smoking really healthy for them? How much does it cost an individual to smoke? What are the costs to society when people smoke? These are all questions that can easily be taken care of by banning cigarette smoking. It is really a disgusting sight to see a woman with a cigarette hanging out of her mouth. It is equally bad to see children with smoking cigarettes. B. Cigarette smoking should be banned, not only in restaurants but everywhere. When someone

About Myself Free Essays

Nuclear Power is produced when a nucleus absorbs a neutron and splits into two lighter nuclei. This releases enormous amounts of energy which in turn produces heat. In fact the Uranium, which is the most common element used to produce nuclear power today, has an energy content about 3 million times greater than that of fossil fuel. We will write a custom essay sample on About Myself or any similar topic only for you Order Now Consequently 1 gram of Uranium is equivalent to approximately 3 tones of coal. Nuclear reactors harness the heat which is produced from the energy released when the atom splits and convert it into electrical energy. Current Nuclear Power plants require the the use of the rare Uranium isotope U-235 and consequently only use one fifth of the total energy content. Next generation reactors forecast to be available in 2020’s will use all the energy in Uranium or the more abundant Thorium. Nuclear reactors produce vast amounts of radioactive waste including large amounts of very long lived radioactive atoms. These radioactive particles are a product of the splitting of the atom. We are constantly exposed to low-level radioactivity from cosmic rays from outer space and naturally occurring radioactive isotopes which in general do not cause any harm. However at high levels of exposure there are numerous biological effects of radiation. These cause cell death, cancer induction and can cause genetic damage. The waste of nuclear reactors is highly radioactive and long lived, and as a consequence must be isolated from humans for around 100,000 years. The current consensus is that Nuclear Waste should be disposed in secure containers and placed deep underground. Future technology promises to turn the long lived radioactive particles into shorter lived atoms. How to cite About Myself, Papers

Challenges of Recruitment Processes Samples †MyAssignmenthelp.com

Question: Discuss about the Challenges of Recruitment Processes of Google. Answer: Google, an American company with multinational presence and specializing in products and services relating to the internet, was founded by the duo of Larry Page and Sergey Brin in 1998. It is one of the most desired workplaces in the world, and that has been magnified by the production of a recruitment video that seeks to provide prospective applicants with a sneak peek into what it entails to work for the organization. Key messages about Google As an employer One of the key messages from the video about google as an employer is, life at the organization is about more than just work. For example, there are recreational facilities for employees. The fact is, it is not just about productivity, but also, the experience is meant to be pleasant. The other key message is, things happen,' implying that there is fast decision making with regard to whether projects will be approved or not. One of the interviewed engineers stated that ideas are approved at a faster rate i.e. on the order of weeks, months or less in comparison to the institutions that they worked for earlier. Also, there are certain qualities that are rooted for by the company when recruiting. They encompass the following: individuals with ambitious ideas, fast responses to requests, big achievers, passionate about projects, high energy levels, a good understanding of the product base and commitment to clients (Google Inc, 2006). Hence, employees are surrounded by bright and enthusiastic colleagues, working on interesting problems and products that impact a lot of lives e.g. Gmail (Google Inc, 2006). Again, they place huge importance on balancing work and life. To demonstrate, it has a child care center touted as one of Googles most valuable programs. Further, expectant mothers are given time off before and after delivery. Additionally, they have 75% pay for all of the 12 weeks that mothers were expectant. Furthermore, they are afforded flexibility at work such as working fewer hours. As an organization According to Googles engineering director featured in the video, Googles culture, philosophy and personalities drawn from its founders. Organizational culture evident from the video is briefly outlined below. Google has a work environment that fosters flexibility, creativity, and innovation. Specifically, the organization has a 20% rule where engineers have 20% of their time to work on individual projects. Some of the projects highlighted in the video included the below mentioned. One, where an engineer created a rotating globe showing where on the globe Google users were searching from. Two, an added feature on google.com where when a user types in the name of a movie and the zip code, it will return to them a list of theatres around that area, with show time and reviews to that particular movie. Importantly, there is a free exchange of information through different setups. First, there is an impactful mentoring program where both incoming and resident employees are assigned official mentors and could also take up unofficial mentors. Therefore, there is an easy transition for new comers and those stepping up to new positions. Second, to stimulate the mind of its employers, the organization has educational talks called Ted talks in different topics such engineering and the latest theories about the origin of the universe (Google Inc, 2006). Again, the organization has a great startup spirit in that projects take a shorter period to launch. Lastly, it provides impactful products to the general public. Effectiveness of the video in candidate attraction HRM theory The development of the theories began in 1920s amidst the industrial revolution, during which productivity was at the core of businesses (Jerome, 2013). A particular theory that fits well with the Google recruitment video is Maslows Hierarchy of Needs Theory. The theory is built on the premise that the desire of many employees is to be included in an entity that supports their growth and development (Jerome, 2013). Thus, if special attention is a guarantee and there is an encouragement for participation, the view that their work is of significance motivates productivity and high-quality work. Concerning the theory, the video is effective in attracting the right candidates, for the reasons outlined below. The behavior of humans is related to needs. The video comes across as testament that the needs, as outlined by Maslow, will be met. First, ranked at the bottom of Maslows hierarchy, is psychological needs. It entails the basic needs that sustain human life. Such include food, shelter, clothing among others (WahbaBridwell, 1973). The video outlines the provision of all these at Google. Second, the security and safety needs which are connected to the psychological fear of job loss. Expectant mothers, for instance, are guaranteed of keeping their jobs. During the 12 months, they are afforded 75% of their salary and flexibility in terms of working hours (Google Inc, 2006). Third, the need according to the theory is the social need. The need posits that it is the desire of an employee is to be in a group and be accepted. This is made possible by Google by mentorship programs t hat facilitate regular interaction with superiors and other forms of activities that make interactions with other employees easier and possible. Ideally the video advocates for the creation of a sense of community. Fourth, the theory stipulates a self-esteem need that has much to do with recognition (WahbaBridwell, 1973). The importance of this fact has been duly emphasized in the video citing various activities that enhance self-esteem e.g. the 20% rule. Last, and the highest ranking need according to Maslow, is self-actualization. It entails the desire of an employee to become what they think they are capable of. Google provides for this through the 20% rule, enabling employees to utilize their maximum potential. Literature review Attracting the right kind of candidates for job openings is important to any organization in existence,so as to meet the organizational goals and values (Arachchige Robertson, 2011). According to Maroko Uncles (2008), there are certain characteristics that come into play when a potential employer is seeking to attract the right candidates for a job opening:attractiveness and accuracy. These are some of the factors that the video by Google looked to enhance by a brief documentation of its organizational culture. About attractiveness, the video demonstrates awareness of employee needs, differentiation in the market and relevance to a particular pool of enthusiasts. Further, it accurately portrays accuracy regarding organizational culture, values, employee experience and the employer brand (Maroko Uncles, 2008). A study by Williamson et al. (2010) emphasized the above claim on attractiveness stating that the amount of information given attributing the company and the different positions on offer has an interactive effect on potential applicants. Arachchige Robertson (2011), provides other characteristics of an organization that fresh graduates look for. The most preferred attributes are: will gain experience that is relevant to career, promotes self-esteem, faster decision making, better relationships with colleagues and superiors, fun working environment among others. These are some of the attraction factors put across by the video. Challenges of recruitment processes First, finding a qualified employee in time has become more difficult.Uncontrollable circumstances may lead to someone being laid off, or alternatively, an employee might have left for another opportunity.In these situations, the position needs to be filled promptly (Meister, Willyerd Foss, 2010). As such filling, the position becomes the next order of business. However, in as much as the market is full of applicants who would be interested in the position, there are challenges. A considerable amount of time is spent on sourcing suitable applicants and profile and CV reviews. Thus, there is a need to find ways of getting applicants of good quality into a recruiters short list fast. Second, ascertaining the legitimacy of a resume is an uphill task.Reason being, faking resumes has been a common occurrence in a recruiters bid to find a fit for a position. Included here are fake referrals, education, and certification (Mallory, 2014). Researching an employees resume to establish if every qualification is genuine is time consuming when working under a strict time frame. Third, settling for the right choice is a daunting task. A culmination of the above-mentioned factors that make the recruitment process challenging results in difficulties settling for the right candidate. A recruiter might have lots of talented candidates but with limited positions to accommodate at least the majority, chances are they might let extremely talented individuals leave. According to the survey by PWC and KPMG, the cost of a bad hire is estimated at double the salary he would have been paid to the individual. Last, as per the findings of a study carried out by Cappelli (2008), career decisions are no longer made by managers and executives as it was in the past where individuals were matched with jobs. As such, the most talented of individuals have the freedom to turn down offers if the offer that they expected does not come along. Similarly, there is a general talent problem that has since been burdensome to recruiters in companies of Googles magnitude. They want the ski lls they need at the time of their choosing and in a manner that is desirable to them. Employees on the other hand desire the guarantee of advancement and an autonomous level of control n their careers (Cappelli, 2008). References Arachchige, B. J., Robertson, A. (2011). Business Student Perceptions of a Preferred Employer: A Study Identifying Determinants of Employer Branding. IUP Journal of Brand Management, 8(3). Cappelli, P. (2008). Talent management for the twenty-first century. Harvard business review, 86(3), 74. Google Inc. (2006). Google Recruitment Video. Google: https://www.youtube.com/watch?v=JcXF1YirPrQ. Jerome, N. (2013). Application of the Maslows hierarchy of need theory; impacts and implications on organizational culture, human resource and employees performance. International Journal of Business and Management Invention, 2(3), 39-45. Mallory, M. (2014). A Research Proposal: Negligent Hiring and Fraudulent Resumes. Meister, J. C., Willyerd, K., Foss, E. (2010). The 2020 workplace: How innovative companies attract, develop, and keep tomorrow's employees today (p. 5). New York, NY: Harper Business. Moroko, L., Uncles, M. D. (2008). Characteristics of successful employer brands. Journal of Brand Management, 16(3), 160-175. Wahba, M. A., Bridwell, L. G. (1973). MASLOW RECONSIDERED: A REVIEW OF RESEARCH ON THE NEED HIERARCHY THEORY. In Academy of Management Proceedings (Vol. 1973, No. 1, pp. 514-520). Academy of Management. Williamson, I. O., King, J. E., Lepak, D., Sarma, A. (2010). Firm reputation, recruitment web sites, and attracting applicants. Human Resource Management, 49(4), 669-687.