Q5. Please read the following case and answer the questions given at the end. It’s been estimated that there are more than 600,000 unfilled technical jobs (systems engineers, programmers, and so on) in the United States. Therefore, IT companies like Techtonic Group are continually battling for good applicants. For many years, Techtonic outsourced app software development to Armenia; CEO Heather Terenzio flew twice a year to work with the people there. However, programmers’ salaries in Eastern Europe were rising, and the distances involved and the language differences complicated managing the projects. Therefore, the CEO decided there had to be a better way. Since the programmers abroad required more and more detailed instructions, she decided she could hire junior people closer to home. Then with about the same effort and instructions Techtonic could do its programming locally. The problem was, how do you recruit talent when the unemployment rate for tech workers is close to zero? Ms. Terenzio had a novel solution. Rather than looking for college graduates with technical degrees, Techtonic set up a training/apprenticeship program. The aim was to attract people who didn’t necessarily have college degrees but who expressed a strong desire for doing programming. People apply for the five-week program at “Techtonic Academy,” where they learn basic computer coding skills. Some of the graduates than qualify for an eight-month paid apprenticeship at Techtonic, where they learn software development. The program is successful. They usually get about 400 applicants for each of the 15 spots in each five-week Academy program. The city of Boulder helps subsidize the program, and the applicants don’t pay for classes. The company is now expanding its academy/apprenticeship programs to other U.S. cities. Q5b. What other recruitment sources (other than the academy and apprenticeship programs) would you recommend Techtonic use, and why?

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Q5. Please read the following case and answer the questions given at the end. It’s been estimated that there are more than 600,000 unfilled technical jobs (systems engineers, programmers, and so on) in the United States. Therefore, IT companies like Techtonic Group are continually battling for good applicants. For many years, Techtonic outsourced app software development to Armenia; CEO Heather Terenzio flew twice a year to work with the people there. However, programmers’ salaries in Eastern Europe were rising, and the distances involved and the language differences complicated managing the projects. Therefore, the CEO decided there had to be a better way. Since the programmers abroad required more and more detailed instructions, she decided she could hire junior people closer to home. Then with about the same effort and instructions Techtonic could do its programming locally. The problem was, how do you recruit talent when the unemployment rate for tech workers is close to zero? Ms. Terenzio had a novel solution. Rather than looking for college graduates with technical degrees, Techtonic set up a training/apprenticeship program. The aim was to attract people who didn’t necessarily have college degrees but who expressed a strong desire for doing programming. People apply for the five-week program at “Techtonic Academy,” where they learn basic computer coding skills. Some of the graduates than qualify for an eight-month paid apprenticeship at Techtonic, where they learn software development. The program is successful. They usually get about 400 applicants for each of the 15 spots in each five-week Academy program. The city of Boulder helps subsidize the program, and the applicants don’t pay for classes. The company is now expanding its academy/apprenticeship programs to other U.S. cities. Q5b. What other recruitment sources (other than the academy and apprenticeship programs) would you recommend Techtonic use, and why?

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