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HR from the Outside In: Six Competencies for the Future of Human Resources by Wayne Brockbank, David Ulrich, Mike Ulrich, Jon Younger

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CHAPTER 3STRATEGIC POSITIONER

Strategic positioning can make a huge difference in the effectiveness of a company’s HR efforts. Three examples follow.

MOL Group

MOL, an integrated oil and gas company in Eastern Europe (Hungary, Slovakia, and Croatia), faces talent challenges.1 It employs around 34,000 people, but its workforce has been aging over the last 20 years. With negative perceptions about work in this industry widespread among younger people, it was hard to keep up with natural attrition—especially as those willing to consider working for an energy company were rarely qualified to do so.

Members of the HR team wanted to find more effective ways of recruiting young employees. They knew that they had to change the attractiveness of natural ...

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