RUNNING HEAD: APPLE CASE STUDY

Apple Case Study
Jennifer Burton
Davenport University
MGMT 321 – Organizational Behaviour
Dr. Phil L. Beukema
May 8, 2011

Apple Case Study Apple has stepped out of the box and implemented a new procedure in order to seek out candidates to fill possible employment positions. Looking for true believers in the Apple line of products is the major goal of hiring personal. Apple can supply the knowledge needed to teach, sell, and share to customers. However, the new procedure they have been using has included hiring personal handing out black cards in other organizations. These cards tell the employee that they are from Apple, they thought they had done a great job selling, and that if they’re interested this is how you apply to work for Apple. This new procedure has brought to light many questions starting with is it ethical? I don’t believe that Apple’s “black card strategy” is unethical, but is actually really good business. Creative recruitment techniques are needed in this fast paced and competitive world we are living in. “These days companies are dreaming up new perks and incentives as the industry wages its fiercest war for talent in more than a decade” (Miller & Wortham, 2011). Some perks that companies are offering include: free meals, shuttle passes, stock options, free haircuts, iPads, can bring your dog to work, office views, and so much more. Apple is simply acknowledging another employees outstanding selling strategy. They aren’t pushing them or talking to them about the job. They do this discreetly, and are just letting the employee know that if they’re not happy and looking for a new opportunity they are interested. I can see where the other businesses may feel that what Apple is doing is unethical, but I believe that is mostly anger. Apple isn’t stealing employee’s from there jobs, but simply acknowledging their talent and offering them an alternative if they aren’t happy. If an employee has an affective commitment to their present job they won’t leave, because they are happy and want to be there. If they have a continuance or normative commitment they will most likely look into what Apple has to offer, and then decide from that. The type of a commitment that an employee has to their job is a direct result of the company itself. An employee that is hired through the “black card strategy” should be given all the training and knowledge that other hired employees have received. Even if you’re excellent at selling a product doesn’t mean that learning new techniques or brushing up on selling methods wouldn’t be beneficial. All employees should receive the product knowledge and understand what Apple is expecting from them. Training is universal and all employees no matter how or why they were hired should receive all the same information from Apple. Employees hired through the “black card strategy” may expect more from Apple. They may feel that they are exceptional and deserve more, because of the recruiting technique used. In addition, they will be comparing Apple to the job they left. An employee hired through traditional methods came to Apple seeking employment, as opposed to Apple coming to them seeking an employee which is what the “black card strategy” is doing. On the other hand Apple is creating a unique experience for an employee hired through the “black card strategy”, and this alone will always stand out to the employee. “Google can create such a unique experience for every employee and can provide an opportunity for professionals to focus on what they do best, turnover is less than 5%” (Sullivan, 2007). Therefore, it most likely that job satisfaction will differ greatly between the two types of employees hired. Apple employees differ greatly from Best Buy employees selling an Apple product. This is simply because an Apple employee is a believer in the Apple product. There is brand loyalty from the employees. A Best Buy employee doesn’t care what the product is just as long as they are selling something, and doing their job in order to be paid. Apple is already heading in the right direction by placing individual Apple stores inside some of the Best Buy stores. This allows Apple employees to sell Apple products. However, it would be beneficial for Apple to go into other electronic stores such as Best Buy and teach them to sell Apple products. Additional knowledge and selling techniques could help these stores move more Apple products off the shelves. In addition, it would make their products stand out to these other employees. Apple is headed in the right direction and working hard to find exceptional employees and making them want to be part of the Apple team. Stepping out of the box is keeping Apple competitive and making them stand out amongst many of there competitors. They are accomplishing what many companies wish they could.

References:
Coloquitt, J. A., Lepine, J. A., & Wesson, M. J. (2009). An Integrative Model of OB: Individual Mechanism, Group Mechanism. In Organizational Behavior: Improving Performance and Commitment in the workplace. New York: McGraw-Hill Irwin.
Miller, C. & Wortham, J. Creative Recruitment Techniques. March 25, 2011. Retrieved May 8, 2011 from: http://agentetech.com/news/creative-recruitment-techniques/
Sullivan, J. Google Continues to Innovate in Recruiting and Candidate Assessment. January 8, 2007/ Retrieved May 8, 2011 from: http://www.ere.net/2007/01/08/google-continues-to-innovate-in-recruiting-and-candidate-assessment/