Marketing Marketing: A Study of Hiring Institutions and Job Candidates Michael D. Basil Debra Z. Basil

Overview There is a shortage of faculty in the field of marketing. Basil & Basil (JBR, 2006) found that both undersupply and mismatch appear to be responsible for the shortage. How can we reduce mismatches?

PURPOSE This paper will present a summary of studies on academic hiring comparing the views of –Hiring institutions –Job candidates To compare what hiring institutions and job candidates were looking for. How can we reduce the mismatch? Study of Hiring Institutions

METHOD Survey of institutions that advertised a job Sample was drawn from about 180 hiring institutions –(US and international). 99 responses (55% rate). 9 reported that they did not have a position –(the position was cut). Study of Hiring Institutions

RESULTS Rank –28 (31%) were looking for assistants, –10 (11%) for an associate, –7 (8%) for full professors, –6 (7%) reported that the rank was open. Restricting to the tenure track: –55% assistant, –20% associate, –14% full, and –12% open Study of Hiring Institutions

SEARCH Average of: –13.5 AMA interviews –4 candidates to campus –2 offers Only 28 of 90 (31%) reported a successful hire. –11 (12%) were still in process. –Most of the remaining institutions (51) did not hire. 7 institutions were not able to hire the candidate of their choice. 6 couldn’t find an acceptable candidate. Study of Hiring Institutions

Most important factor in selecting a candidate? –Teaching ability 36 schools M = 2.8 (1-10 scale, 1 = very important). –Research ability 34 schools. M = 2.7 (1-10 scale, 1 = very important). –Fit with job (31 schools, M = 3.4), with colleagues (35 schools, M = 4.3) Study of Hiring Institutions

Candidate’s “mistakes” in applying –Not targeting (lack of match, too many schools) –Not enough research on the school (reading the job ad, finding out about the school, etc.). Mistakes that candidates made in interviewing –Not enough focus on the needs of the hiring institution –Lack of homework –Inadequate preparation/research presentation –Seeming arrogant or overpromising.

PURPOSE To learn what candidates were looking for in a school. To examine their perceptions of the job search process (interviews and offers). To determine how their choice compared to their ideal. Study of Job Candidates

METHOD A survey of academic job candidates –93 respondents US and international institutions Study of Job Candidates

RESULTS Job search –Average of 13.7 AMA interviews [0-33]. (Matched the # interviews reported by schools) –Average 5 on-campus invitations [0–17] –3.7 campus visits [range 0-7] –2.3 job offers [range 0-7]. –80 (86%) report accepting an offer

Study of Job Candidates Teaching areas –Consumer behavior (50, 54%) –Marketing research (41, 44%) –Marketing management and strategy (34, 37%) –E-commerce (30, 32%) –Marketing theory/principles (25, 27%) –International (25, 27%) –Global marketing (20, 22%) [multiple responses possible]

Research areas: –Consumer behavior (49, 53%), –E-commerce (33, 35%) –Advertising (23, 25%) –“Other” (22, 24%) –International marketing (21, 23%) –Marketing management and strategy (20, 22%) [multiple responses possible]. Study of Job Candidates

Colleagues (M = 5.3) Research support (M = 5.5) Research expectations (M = 5.9) Number of classes taught (M = 5.9) Salary (M = 6.0) Location of the school (M = 6.2) Atmosphere (M = 6.4) School reputation (M = 7.7) Spousal consideration (M = 8.3) Conference/travel support (8.9) Cost of living (9.1) Benefits (9.7) What were candidates looking for in a job? (Rank ordering from 1 to 14) Study of Job Candidates

How did schools compare? Respondents rated their school on a 1-to-5 scale. Results showed little variance – –range between 3.6 (cost of living) and 4.4 (colleagues). Candidates identified things schools did well or poorly during the hiring process. –Frequent communication was a key strength (when it occurred) and weakness (when they weren’t kept informed). –A number of candidates were bothered by unprofessional conduct by the interviewer (such as appearing drunk). Study of Job Candidates

Schools want candidates to: –match the job –do their homework –examine needs of hiring institution Candidates want: –good colleagues –research support –reasonable research expectations –reasonable teaching expectations Conclusions

SO… Attracting candidates –Colleagues and research support Main interest in colleagues Followed closely by research support –Consider building “areas” of interest Collaboration and mentorship –Show professionalism in recruitment Communication and other intangibles

Conclusions Reducing mismatches… Flexibility! Find ways to flex –Examples: Hire in CB, –Move existing faculty to needs Hire from outside business –Psych, Econ, Comm –AQ versus PQ