Setting the Scene
In today’s tight financial climate, students’ unions face increased pressure from students and universities to deliver value for money and innovative new commercial services that capture the interest and fulfil the needs of an ever-evolving and increasingly diverse student population.
With this challenge comes opportunity. Students’ unions can enhance their standing with the university and develop the overall student experience by bringing in people with new ideas and different experience. With the rise of new trading schemes such as student letting agencies, IT repair centres, nursery services, taxi collection schemes and lucrative retail and food & beverage partnerships, students’ unions increasingly want to hire people who can drive their existing commercial offer forward in new and exciting ways. There are of course some excellent people working for students’ unions, but they are in demand and too few in number.
As recruiters we’ve seen a couple of consistent issues emerge when students’ unions seek to recruit commercial talent.
The first is an over-reliance on seeking candidates from other students’ unions because of the perception that ‘external’ candidates don’t understand the nuances of the sector. The democratic and political elements as well as the complexity of stakeholder relationships take time to understand, but they are not insurmountable challenges and with a little support often they are easily understood.
The second issue is remuneration. Experienced commercial people with the right values, attitudes and skills may be prepared to reduce their package for the benefits of joining a students’ union, but they still want to be realistically remunerated. We must be realistic if we want to attract the best and compete effectively with town centres and high streets.
So how do you attract the best people from elsewhere into your students’ union?
Steps for Success
Define the priorities for the role and pitch it realistically – Before you take a commercial role to market, consider the key factors and salary matrix (below) as a guideline. We generated this material by collating our findings from recruiting to three different commercial roles in three different students’ unions geographically dispersed throughout England.
Widen your talent pool – Actively seek candidates with relevant commercial experience from outside the students’ union sector. Managers with highly commercial and customer focused backgrounds from the retail, hospitality and leisure sectors may bring fresh ideas around commercial management and business development, yet be quite familiar with providing services to students.
Candidates who have already transitioned from a private sector commercial organisation to the not-for-profit sector should be of particular interest. Such individuals often bring political acumen, partnership experience and have softened their hard commercial approach with one that balances a financial return with values and other aims.
Choose a recruitment consultant with an established headhunting track record – Your recruiter should be capable at selling the benefits of the sector and widening your candidate pool to bring in new candidates from outside the sector to benchmark against the best candidates in the sector. This is not simple.
Targeted headhunting is critical to engaging high performing candidates with transferable skills and experience who may not actively be seeking a job move and have likely never considered a students’ union as a future employer.
One of the biggest challenges for ‘external’ candidates is their lack of understanding of what a students’ union is and how it operates. Your recruiter needs to be adept at conveying the commerciality, charitable aims, politics, values and dynamism of the sector alongside specific opportunities presented with each role. Our experience shows that the current socio-economic climate makes opportunities within the students’ union sector highly attractive to candidates, but only once they have become further informed about the operating environment.
If you recruit your leading commercial role at under £40k, headhunting may prove less effective / appropriate however an experienced recruiter will still be best placed to provide you with important candidate attraction support that will thoughtfully and informatively pitch your opportunity to relevant candidates.
Consider your advertising carefully – Unless you have a large creative advertising budget, it is very difficult to convey the complexity and excitment of the students’ union sector through advertising. Common online and affordable routes such as the Guardian and Third Sector often yield a high response rate, but in our experience very few candidates will prove to be strong contenders. We suggest minimising advertising spend by using limited online media, and investing in targeted headhunting as your main source for attracting candidates. The personal approach is critical.
Nurture understanding in candidates – Selling the benefits of working in a students’ union to candidates from different commercial backgrounds is critical. Almost always when we approach an ‘external’ candidate they say that they had never considered working in a students’ union. After a conversation they are almost always intrigued and interested to explore the opportunity. Whether you use a recruiter or not, how much do you educate and help ‘external’ candidates to build knowledge and therefore credibility as they move through the process?
Developing mini case studies that describe the success and complexity of your current commercial offer as well as stories about other senior managers who have effectively transitioned into the sector, can be powerful aids to engagement.
We also advocate developing a rounded candidate pack and / or recruitment website with your recruiter that can be used to broadly educate candidates about your opportunity. Consider including your students’ union history / governance arrangments, strategic plan, recent financials, organisational chart and details of your institutional relationship.
Key factors to consider when developing the profile & package for commercial leadership
Organisational Context –Where are you located? How well are your current services performing? Do you need someone to make a major step change in performance?
Scope of role – What is the current size / turnover of your students’ union? Does the role oversee trading services as well as marketing and new business development? How many staff will the role manage? Is there room for the appointed candidate to develop?
Management– How effective are the managers? How well does the team function, are there performance issues? Are effective control and reporting mechanisms in place or do they need to be developed?
Strategic Leadership – Do you require strategic leadership experience and somebody who can make an active contribution at the senior leadership team level?
Ambition for Growth – Are you entering a period of significant growth or change? Are you looking for an established and credible commercial innovator? Are you able to reflect your ambition in the package offered?
Package Enhancement
When considering the salary band in which to recruit, bear in mind that additional package enhancement such as a relocation premium or travel subsidy may make a given geographical location or package increasingly attractive to candidates without adding to core salary costs.
Key Factors & Salary Matrix
| Salary |
Factors and Experience
|
| c£35-40k / per annum |
Located outside London or other major city and services operating adequately.
Small to medium sized union with standard remit and oversight of retail, licenced trade and catering services; may use ample franchised/sub-contracted rather than in-house services.
Small staff team that is performing and functioning quite well.
Strategic leadership requirement is limited; candidates will have potential rather than a firm strategic track record. Reasonable financial management experience.
Aim to preserve rather than grow/diversify a small-medium commercial turnover. |
| c£40-45k / per annum |
Located outside London or other major city and services generally operating adequately.
Small to medium sized union with fairly standard remit and oversight of retail, licenced trade and catering services.
Staff performing without major issues and team functioning quite well.
Strategic leadership exposure is limited; candidates will have potential rather than a firm strategic track record. Reasonable financial management experience.
Some ambition for growth. |
| c£45-50k / per annum
|
Possibly located in a major city and services either performing well or needing significant improvement.
Medium sized union with fairly standard remit and oversight of retail, licenced trade and entertainment services.
Staff performing generally well although there may be some performance issues. Candidates have some staff development and performance management experience.
May bring some strategic experience and new / innovative commercial ideas. Proven financial control skills.
Moderate ambition for growth. |
| c£50-55k / per annum
|
Probably located in a major city and services either performing in the top quartile nationally, ripe for commercial growth or in need of drastic turnaround.
Large union and role has an enhanced remit with oversight of associated areas such as new business and marketing teams.
Staff performing to a high level and in need of experienced leader to push them further forward; alternatively staff performing poorly and in need of major performance management. Strong staff development and performance management experience.
Track record of strategic leadership and of developing innovative commercial ideas. Strong financial management experience.
High ambition for growth. |
| c£55k + / per annum
|
Located in a major city and services either performing in the top quartile nationally, or ripe for commercial growth or in need of drastic turnaround.
Large union and role has a highly enhanced and broad strategic remit with oversight of associated areas such as new business and marketing teams.
Staff performing to a very high level and in need of inspirational leadership; alternatively staff have major performance issues and need rapid turnaround / removal from the organisation. Excellent staff development experience and / or a strong track record of successfully and positively turning around poor performing staff teams into high-performing teams.
Proven track record of strategic leadership and of developing and implementing innovative commercial ideas. Excellent financial management experience.
Ambition to be amongst the best and most innovative organisations in the sector. |
Please download our key commercial factors and matrix as a .doc – Commercial Factors & Matrix
For more about how Peridot Partners can collaborate with you on senior staff and commercial recruitment, please contact Tanya Stevens on 0207 866 5455. Peridot Partners is a NUS affiliated preferred supplier for senior staff recruitment.