Goodbye Dubai, hello Qatar and Saudi?
December 30, 2010
You may have mentally deleted Dubai from your export wish list, but not so fast… Other Gulf States are making massive investments and will soon be crying out for cleaning services and products to meet demand. The shrewd exporter might do well to revisit the Middle East with a fresh pair of eyes and consider if he can take advantage of the opportunities out there . Ceris Burns, speaks with Mick Dalton past chairman of BIFM and managing director of Saudi based Musanadah Facilities Management about the outlook for British companies to export cleaning products and services to the Middle East.
Dubai in demise
Let’s face it, who really thought Dubai could carry on the way it was going? Isn’t it the norm that burgeoning resorts hit financial trouble at some point along the way? Boom is usually followed by bust. Dubai just did too much too quickly and developments have a habit of outpacing demand as developers become overoptimistic.
Despite this I would wager that the situation isn’t quite as bad as it seems and some exporters already out there positioning themselves as early entrants, would appear to agree. Dubai will be back, it’s just a matter of time, meanwhile the other Gulf Cooperation Council (GCC) states are forging ahead as Mick Dalton confirms.
I have had numerous conversations with British exporters who tell me that the Middle East is off their radar for the time being. What is the reality of the market opportunity out there?
The FM market in the wider GCC is currently worth US$ 4.2bn and is forecast to reach a value of US$ 9.75bn by 2014. The biggest pockets of growth are in Abu Dhabi, Qatar and Saudi Arabia followed by Egypt, Kuwait, Oman and Jordan. Dubai is quiet but it will be back so it would be prudent for companies to get a foothold in the wider GCC now.
Which countries offer the best opportunities?
Qatar and Saudi Arabia are at the top of the league with Egypt and Jordan closely behind. Dubai was the first off the block in development terms but other Middle Eastern countries can offer the same level of opportunity, they have just been taking their time.
Qatar is number two in the world of gas supply and as a result has no shortage of government funds to fuel growth. Wealth in Saudi Arabia has come from the oil industry and again significant funds are available. To give you an idea of the scale of current developments, in Saudi, US$ 330bn has been invested into new construction contracts over the last 3 months alone.
I believe that there are massive opportunities out here for cleaning and FM companies. Within the next three years these new construction projects will come to fruition and with just three international FM companies here at the moment, who will supply the demand for cleaning and FM? UK companies should be making a move now or they will miss the boat just as they did with Dubai. The big UK companies came out to Dubai when it was too late. The Arabs had already spotted the opportunity – they set up FM companies and flooded the market. In reality however the Arab companies do not provide a high quality cleaning service.
Which countries are easiest to trade with?
On a scale of 1-10 where 10 is the easiest, Dubai would score 10, Qatar 6 and Saudi 4. In both Saudi and Qatar employment is not without its challenges. You can’t employ staff until they have signed a contract and it is impossible for them to get a VISA without having a contract in place. Both countries also require a company to employ a certain number of locals. For this reason I would advise that the easiest way to set up over here is to do a joint venture. In this way your partner already has this point covered.
I understand that it can take ages to receive payment?
In Dubai and Abu Dhabi payment can take from between 6 months and a year. This doesn’t mean that you will then receive the full amount – after this period customers will negotiate what proportion of the payment to release and when to pay this to you. This approach is typical in the real estate market. Qatar is not quite so protracted with respect to payment whereas in Saudi it varies – property developers are typically bad payers while the government is pretty good.
Which cleaning products and services are in most demand?
There is certainly a requirement for professional cleaning and FM companies to move in. With respect to products, innovations taken for granted in Europe are desperately needed here. Robots for window cleaning, long range telescopic cleaning tools, the latest vacuum cleaners, ride on cleaning machines, specialist enzyme based cleaning products and chemicals, marble and metal cleaning products, colour coded products, micro fibre mops and more.
What are the biggest differences between the cleaning industry in the Middle East and the UK?
Salaries are much lower. In the UK there is a minimum wage whereas in the Middle East I can employ a cleaner for 1,000 AED Dirham per month (£170). Culturally it is very different, staff don’t understand the Western culture and many don’t understand English. Productivity is slower and poorer. Customers also expect a greater level of service but they are not prepared to pay more for this. Looking at the positives, cleaning is king just as it was in the UK back in the 70’s. The most important thing to most customers is that their building looks spotlessly clean.
What tips would you give to British companies considering setting up in the Middle East?
Firstly you should look for a good JV local partner. Set up camp, bring in staff but don’t just look locally – consider looking further afield, Thailand for example. Use your local connections to make it work and don’t expect to achieve a return on your investment in the first 18 months. There is a good support network available out here for cleaning and FM companies. The International Facilities Management Association (IFMA) is active in the Middle East and there is also an FM group on Linked in which is doing pretty well. In addition you will find MEFMA the Middle East Facility Management Association.
What are the most effective ways of marketing in the Middle East?
Don’t go knocking on doors as it doesn’t work out here. The Arabs use the word ‘Wasta’ which means network. Networking is key to marketing in the Middle East. It is very much about making use of local relationships and networks and helping each other. PR can also be effective – being seen at conferences, gaining valuable editorial coverage, winning awards etcetera.
To discuss how your company could take advantage of opportunities in the Middle East email Ceris at ceris@cbimarketing.com
ENDS
As published in C&M magazine November 2010.
How not to: Knit yourself a scarf in China
December 30, 2010
We all use the Web regularly and are aware of its importance on a worldwide scale. It’s a fantastic tool for lead generation, brand building, PR and more, but are company websites set up to effectively reach overseas prospects? Ceris Burns, international marketing specialist for the cleaning industry looks at using multilingual search engine optimisation to tap into overseas market potential.
More than translation
Have you had your website translated in an attempt to generate more overseas business? That’s a good start but translation alone is not enough. To quote an amusing example, in Chinese the phrase ‘to Tweet’ translates to ‘to knit yourself a scarf’. Unsurprisingly Twitter hasn’t taken off in China. It’s crystal clear that if you don’t want to be the laughing stock and you do want your online presence to be REALLY effective overseas, localised research is a must.
To do the job well, you’ll probably need a Multilingual Search Engine Optimisation (SEO) specialist to work with you. SEO is ‘the process of using various techniques to improve a website’s ranking with search engines in the hope of attracting targeted visitors.’ Translation plays a key part in multilingual SEO but research needs to be carried out into the complexities of search behaviours, such as popular key words and phrases for each key market you wish to target.
Research and apply exact key terms
An SEO specialist will employ native speakers of the language(s) relevant to your target country. They will dig deep and understand exactly which terms internet users are typing in to find the products or services you wish to sell. A direct translation of scrubber drier for example, won’t drive traffic to you if 80% of the local market uses an abbreviated category name instead. Regional language differences need to be taken into account too. If your target customers are based in Bavaria for example, you’ll need to build Bavarian key terms into your programme as opposed to just sticking to German language. In some countries including Russia, searchers often use plural phrases when searching i.e ‘scrubber driers’ rather than ‘scrubber drier’. This sort of valuable insight must be built into your SEO programme if it is to succeed.
Not just Google
Your web agency may understand Google, but outside of the UK, local search engines are often more popular. Find out which are the top search engines in your target countries and task your agency to help you climb the rankings. In Russia the search engine Yandex has over 60% market share. It is the fastest growing search engine in the world and has its own keyword tool called Wordstat which can be helpful to provide an insight into Russian search behaviour. It is also important to note that like many local search engines, Yandex prefers websites hosted in Russia or at least with a .ru Russian domain name. If you are serious about this market, as a minimum you should make sure you buy a Russian domain name.
China largest internet market
With 400 million internet users now (and a projection of 800 million users by 2013), China is the largest internet market in the world. If China is the top of your list, a well thought out online marketing strategy is essential. Even before Google squabbled with the Chinese government and moved to Hong Kong, Baidu ranked as China’s top search engine. Still in the top slot, of late it has modified its ranking strategy closer to that of Google in that it no longer automatically ranks above others, websites with high keyword density.
Think local
While Baidu leads in China, it is hardly present in Hong Kong so companies need to take a local approach when optimising their websites. To complicate things just a little more, there are two main Chinese languages; Mandarin and Cantonese. Another important point to bear in mind is that social networking sites are extremely popular in China. Top sites are QQ and RenRen and companies would do well to build some element of social networking into their online strategies towards these sites as opposed to those popular in the Western World.
A localised approach and an understanding of online search are essential to the success of websites in other countries. By modifying your website to improve SEO, you can open your business up to new opportunities around the globe.
To discuss your international online strategy email Ceris at ceris@cbimarketing.com
ENDS
As published in C&M magazine October 2010.
Market entry – Which method for you?
December 30, 2010
In our practical series about international marketing, Ceris Burns, international marketing specialist for the cleaning industry considers the different market entry methods and how to select the one that best suits your business.
For a company about to trade internationally, market entry is often seen as the first critical step not only for financial reasons but also because it will set a structure for future international activity. It will determine sales to be had and provide a source of valuable market insight. There are at least 15 different market entry methods used commonly in international business today, so how do you fathom out which is best suited to your company? Let’s take a look at some of the methods and reasons for using them.
The market entry method you choose could be indirect (piggybacking), direct (agent/distributors), a cooperation (joint venture/strategic alliance) or a direct investment (subsidiary or acquisition) and each of these groups will require a varying level of international involvement from you. So your choice of method should be based upon the level of involvement and marketing control your company wishes to have, against the financial and marketing risks.
Domestic purchasing for example (indirect) where the company makes product available for others to export but does nothing to market internationally itself, requires a minimal level of international involvement whereas a company that chooses to operate wholly owned subsidiaries must be prepared to give total involvement. The level of involvement also tends to have serious control and risk implications where higher levels of involvement can bring greater potential for country marketing control and also higher risk due to increased costs. Joint ventures and strategic alliances tend to be popular as they can offer higher levels of control at lower risk and cost provided that the companies cooperate and their objectives are compatible.
If you are reading this I guess that you are most likely considering long term involvement. Unless you already have direct investments in other countries or have identified major potential in your next export market, a direct exporting method could be a good mid level solution for you. This would mean working with overseas agents or distributors, setting up a franchise, management contract or doing direct marketing to the country in question. All of these methods can help you to secure a long term presence in a given market for a low investment and without having significant effects on existing operations. You would be able to exert more influence over marketing activity and to gain a detailed knowledge of the market. The down side would be that your involvement with respect to administration, distribution and marketing would be much higher than indirect methods so you would need to consider market opportunity in order to justify the investment.
Agents i.e individuals or companies which are contracted to obtain orders on behalf of exporters, are the most common method of low cost direct exporting. From my own experience however, finding the right agent and getting them to perform consistently is not always that simple.
A cleaning products manufacturer I know appointed an agent in Dubai and in the early stages it appeared to be a match made in heaven. After the first year however several disagreements were had about points not covered by the memorandum signed. The manufacturer had appointed an agent in Turkey and as a result the agent in Dubai felt betrayed as he had understood that Turkey was within his Middle Eastern territory. Similarly the commission structure for higher volume sales was questioned and a misunderstanding about the reimbursement of marketing costs came to the fore. The agent lost interest and shifted his focus to other brands. Unable to put things right the relationship quickly came to an end.
The motto of the story is…, if selecting an agent or distributor take time in the early stages to clarify expectations and to formalise the relationship in a detailed written contract. To get the most from a partner you must recruit them in a professional manner just as you would if recruiting a member of staff. Assess their suitability alongside predetermined essential criteria such as company financial strength, contact with potential customers, complementary products, location and premises, sales resources and check where your products will sit in the pecking order. Once appointed, achieve a long term satisfactory relationship by motivating the agent, providing adequate ongoing support and ensuring two-way communication.
For further advice on agents/distributors or other market entry methods email ceris@cbimarketing.com
ENDS
As published in C&M magazine March 2010.
Low risk international market selection
December 30, 2010
In the second of a new practical series about international marketing, Ceris Burns, international marketing specialist for the cleaning industry considers how to select overseas markets to maximise your chances of success and minimise risk.
With your international business audit complete you should now have a clear picture of your company’s ability to manage international business. Before moving on to the market selection process, take a moment to clarify your motives. This is crucial because you will of course choose the country or countries best suited to help you achieve your goals. Maybe it comes down to profit and growth? Do you have a personal urge to export or do you want to achieve economies of scale not possible at home? Perhaps unsolicited enquiries from abroad have awakened your interest?
With your motive crystal clear, it’s time to work through the market selection process. This involves undertaking detailed market analysis – scanning multiple markets, building a robust profile of the shortlisted country/countries and finally conducting field research there. International business is complex as it involves managing different attitudes and values whilst requiring flexibility to cope with new found culture, politics and competitors. You must make it your aim to KNOW YOUR OVERSEAS MARKETS as well as you know your home territory. It’s a fact that 80% of export failures are due to cultural differences. A high proportion of these could be avoided if only effective market research was undertaken at the outset. Market research will maximise your chances of success and minimise risk.
Market scanning enables you to identify potential by comparing the attractiveness of multiple countries with company compatibility. On completion you should have an understanding of market accessibility, profitability, size and risk and be in a position to decide which countries hold enough potential to progress to the next stage. Many country data sources are available. Try World Fact Book www.cia.gov/cia/publications/factbook, UK Chambers of Commerce www.britishchambers.org.uk and Business Week www.businessweek.com. International business specialists both private and government based can also provide expertise and contacts. The British Embassy commercial section in particular can be hugely helpful by enabling access to local market knowledge and sector experts, although the quality of service can vary from country to country.
Market profiling is usually based upon secondary information gathered from existing reports. It enables you to build an additional layer of information and understanding. A straightforward and practical way of analysing a country profile is to gather all the data you can and focus on its implications for the marketing mix rather than building a description. This might for example throw up uncontrollable issues dictated by the market, packaging may need to be adapted or advertising may not even be legal in your chosen country.
By now you should be fairly confident about your market choice and in a position to proceed to field research in the country. You may decide to do this yourself or appoint an external agency to work on your behalf. An organised trade mission to the target country could also provide a cost effective way of gaining market insight while providing an opportunity to meet prospective clients. Although we often take it for granted, do also consider that your target country may not actually be safe to go to.
Safety is not the only issue when undertaking research. In some areas, Asia Pacific for example, outside of Japan and Singapore it is extremely difficult to access reliable quality data. Even government statistics may not be accurate. In cases where you cannot visit a country or suitable data is unavailable you will need to take another approach to market assessment. This might entail looking at similar markets, studying the trends there and forming assumptions from this. As long as you can provide answers to questions about basic market suitability, in place of detailed research, a controlled market entry experiment could be the solution.
For a country selection tool email ceris@cbimarketing.com Next month we will look at routes to market.
ENDS
As published in C&M magazine February 2010.
Train to gain
December 30, 2010
When global FM provider Johnson Controls Global WorkPlace Solutions decided to invest in the training of its cleaning service staff some years ago, it turned to the British Institute of Cleaning Science (BICSc) for the standards and qualifications it required. Mike Fletcher, Director of Cleaning, EMEA for Johnson Controls Global WorkPlace Solutions, discusses the benefits of training as a means to reinforce the company’s service offering and gives his view of how the updated BICSc Training Verification will help the Industry.
Mike Comments
“The success of Johnson Controls can be attributed to the commitment and dedication of our 130,000 employees around the world. And this combined with a continued focus on growth means that we are a company where employees can express ideas, make a difference and build their future.”
A key focus of our workplace is to emphasise integrity and ethics. We look to help our employees grow, we believe it’s vital to strengthen their engagement and develop their skills and leadership capabilities. This is done through an environment that welcomes diversity of thought and experience.
Commitment to training
Our genuine commitment to training works for us. It has to add value as far as we are concerned. We’re prepared to do whatever it takes to make sure that our members of staff are fully trained. It’s very important to us.
We are committed to training and Johnson Controls is a people-orientated company. We are fully aware that the facilities management sector is all about its people and ultimately the service and professionalism they provide. We are measured by the service we provide on any given day and as such we cannot afford to make mistakes. With this in mind, we decided to reinforce one of our soft services – Cleaning, by training our own in-house cleaning teams. By doing this we have been able to increase productivity and reduce our costs. However, we are not a Cleaning training specialist and so decided to approach the British Institute of Cleaning Science (BICSc) for their expert knowledge on training standards and qualifications. We did this to be 100% certain that we were receiving the professional level of training our company required to keep competing in an ever more demanding marketplace. We also wanted to be sure that our training needs were accredited to both UK and international standards, and through BICSc’s new accreditation scheme this is possible.
The best way forward
It was an easy choice to approach and work with BICSc as I had previously used the BICSc training system in roles at other companies before. I found that by having trained staff, it gave greater productivity and the ability to provide a better service. When working at Hampshire County Council, I successfully implemented the BICSc COPC training system and I am now repeating this programme at Johnson Controls.
As a Council member of BICSc for over 20 years and a Fellow of the Institute, I believe wholeheartedly in the aims of BICSc, which is essentially raising the bar in standards and education for cleaning to help improve the public’s perception of the industry. It is no longer a secondary, unseen service, but an integral part of the FM offering and its ever-expanding remit of responsibilities.
In-house training method
Here at Johnson Controls, our updated in-house training scheme applies to our own Cleaning staff. There are currently over 600 full time Cleaning Operatives employed by Johnson Controls as well as many more provided by our preferred suppliers. I have the expectation that service providers will measure up to this training standard. Their members of staff are expected to be at least as good as our own.
A BICSc-registered training provider undertook the training of our cleaning managers and support staff. These staff were trained to assessor level and they cascaded the training to our staff. Once this training was completed and accredited by BICSc, we were registered to train our own staff. And from that point onwards we have successfully trained our own staff in-house. The new Regulating System recently introduced by BICSc will further ensure that the delivery of training is to the high standard required. It is an innovative approach and one that will ensure we are always at the top of our game.
In order to meet the demands of BICSc accreditation, I have appointed a lead assessor who is responsible for the company maintaining and achieving the accreditation. She works to make sure that all of our training and assessment is completed to BICSc standards. This also ensures a continuous programme of training is in place and that we as a company, and as individuals, are regulated to make sure all qualifications are correct and up to date.
Throughout this process, we have learnt that trained staff improve productivity. The element of Health and Safety that is covered within the training is also essential in ensuring staff, colleagues and clients are kept safe.
Training and the resultant productivity and safety awareness ensures that we are commercially in line with other service providers. Whilst our in-house portfolio is only a small part of the total cleaning delivery within Europe, Middle East and Africa, the trained staff set a benchmark for our Cleaning Suppliers to be measured against, and my expectation is that all staff should be trained to that benchmark.
Training specifically structured
BICSc training is specifically structured for cleaning with more than 40 different cleaning tasks in the Cleaning training programme. We choose the suitable tasks required within the individual specification agreed with the Client. And whilst there are always mandatory tasks required such as washroom cleaning, tailored specifications will call for staff training specifically for that location. There are generic tasks such as mopping and others which are specialist such as sealing of floors. It’s about reaching and maintaining standards and BICSc training is the main weapon to achieve these standards and to make sure that these are carried through. Wherever we provide cleaning, standards are maintained.
Specialist areas covered
The majority of cleaning that we undertake is normal office or industrial cleaning. But we do also cover some specialist tasks such as carpet cleaning and the cleaning of high risk and high profile locations such as data centres and other Critical environments. We have to be able to accommodate and supply the training for all these areas.
The advantage of BICSc is that the whole suite of training has been developed, and we can pick the tasks and choose dependant on the location. It is this approach that allows us to cater for the wide variety of clients we have in the UK and globally.
The benefits
There are many benefits to having in-house and trained cleaners. I look to and expect our in-house trained staff to set the standard for our external suppliers.
This can now be recognised through the accreditation of our cleaning and our people. A certificate gives them recognition of further skills and can also lead people on to new challenges. For example, one manager at Johnson Controls started as a cleaning operative and went through BICSc certification. It encouraged her and she realised that she wanted to progress further. Training, for me raises the profile of the cleaning operative and gives them professional recognition, which in turn is a real motivational tool.
The future
For Johnson Controls this is not a one-off project. We will continue to invest in regulated professional training for as long as we provide cleaning as part of our offering.
With our own lead assessor now answerable to BICSc to maintain the required standards, we see this as a step forward in our commitment to the Institute. This will continue and we will work alongside BICSc as long as it is beneficial to all parties.
Finally, the investment we have made in our in-house training really adds value to our services. Cleaning represents a significant part of business. We have 46 service lines and cleaning represents a significant part of our high profile soft service offerings along with security, engineering and catering. Everything needs cleaning!
Following section to be inserted as break-out box.
BICSc setting and regulating standards
BICSc has recently launched new accredited cleaning systems standards for cleaning equipment and systems manufactured by its corporate members. These standards have been designed to provide all areas of the cleaning industry with an assurance of excellence that has been independently tested and verified, and to provide a means of judging the quality and effectiveness of products and systems available in the professional cleaning market.
Established in 1961, BICSc is a leading professional and educational body that exists to promote and advance the knowledge of the science of cleaning, and to raise standards. The Institute has 5,000 individual and corporate members across all areas of the cleaning sector, including local authorities, contract cleaners, manufacturers and suppliers, training organisations and cleaning operatives in the UK and overseas.
Stan Atkins, chief executive officer of the Institute, said:
“With almost four decades experience of improving industry knowledge of cleaning science, BICSc is the natural leader in the education of those in the cleaning industry. Our mission is to sustain and protect the safety of the built environment and to ensure that equipment and systems used for cleaning are safe and effective for the uses and the occupants of the buildings being cleaned.”
“Cleaning is gaining a reputation in the FM sector as not just an add-on service, but an integral element of the total solution. Cleaning standards therefore have to be improved and one way for FM companies to achieve this is by gaining national accreditation. BICSc is proud to work with any company that wants to
provide professionally recognised and accredited staff.”
ends
As published in Premises & Facilities Management magazine.
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
The Power of the CV
December 30, 2010
Morna Metzger of Metzger Search & Selection highlights the importance of having a well written/presented CV and explores how doing it right will potentially open doors to new employment.
It all begins with a CV. A rather obvious proclamation of the recruitment process, some may think, but not according to our team of recruitment specialists at Metzger. As much as it may sound like common sense to the meticulous and well-prepared, poorly presented CVs are stopping candidates getting on in the cleaning and support services industries.
The marketplace has become client driven and if candidates are not presenting themselves professionally at that first stage, then they are doing themselves a disservice. Another potential barrier to interview is that some candidates are failing to tailor their skills on their CV to match the description of the job they’re applying for. It is understandable that cleaners, for example, may have moved up the ranks in their careers with good training at one/two companies, and may not have needed to have presented their CVs over the years. However, if they are looking to move on out of their current positions, it is vital that they give themselves the best chance of being interviewed by representing themselves properly in a well-presented CV. It is the window for them to showcase their skills/background to potential new employers. As one of Metzger’s directors, Lorraine Thomas, has said: “Treat finding a job as a job!”
Making sure that all the relevant information on your work history is properly presented is crucial, so don’t forget job titles, roles/responsibilities, achievements, qualifications and use of bullet points. Presenting your employment history in a clear and succinct way is paramount to gaining an opportunity to meet with a potential employer at interview level.
There are some companies who will charge anything from £80 – 200 to re-write a CV, but that is a luxury that not everyone can afford, so getting back to basics on the CV is the best place to start. I believe that injecting a little passion into a CV never hurts. While professional history is key, getting a feel for who you are and what makes you tick gives the potential employer a feel for you.
Indeed, my heart is lightened when I read a good CV as you really get the sense that the person has their head screwed on, are focussed, professional and know what it is that they want to do. Once a good CV has been accepted by Metzger, the next stage of the process is that they are interviewed by a consultant, and if successful at that stage they would be referred to the client. Again, at each stage of the recruitment process a candidate should use preparation and planning as a tool to enhance the likelihood of getting the job. Another important thing to remember is that companies will interview people based on the skills outlined in the job spec so paying particular attention to skills outlined is a must.
I would advise those looking for new work to spend time on making sure their CVs are up to scratch and putting a little effort into how it is presented through the font sizing and styles. Ask for a second opinion and seek some help if you need it. A Curriculum Vitae or a Resumé should tell the reader everything they need to know about your work experience, skills and qualifications.
Here are some key CV points to remember:
• Layout – It should look well laid out/easy to read
• Format – fonts should be similarly matched, bold/underlined text uniformed
• Spelling/Grammar – all should be correct
• Length – 2/3 pages maximum
• Employment History restricted to past ten years, include explanations for “gaps”
• Evidence of progression/responsibilities
Once a candidate has done the appropriate amount of research for an interview there are a few basic but important things to remember – appearance must be smart. Candidates should pay attention to hygiene, making sure they’re clean and odour free with clean, ironed clothes and polished shoes. We may be going back to basics here, but you would be surprised!
Employers like to see that potential employees look after themselves, that they are fit and healthy and are up to the job. Candidates should avoid exposure of multiple tattoos and piercings as whether they like it or not, they will be judged by their appearance.
Go into an interview armed with questions. Be aware of the key performance indicators (KPI) of the role and show interest. Ask about the company history but know about the company’s positioning, their competitors etc. Let employers know why they should choose you for the role. Don’t assume that because your CV may show a proven track record in what they are looking for that they will take your word for it – an employer will want you to describe situations where you played a pivotal part in bringing success to the business.
An applicant will often be asked to give examples of where he/she turned a bad situation around or any systems/processes you may have implemented to a company’s advantage. Go armed with plenty of examples.
Employers will look for people who show passion, energy, commitment and an intelligent understanding of their industry. Be aware of your transferrable skills that could apply to the new role you’re applying for. Be able to prove how you’ve bettered yourself – a candidate who has gained qualifications in areas such as H&S or IOSH will stand out above those who haven’t.
Evidence of established networks is another area that companies may be looking for, particularly in a sales candidate. For example, if an employer was looking for a sales person in London, they could be asked to name a number of clients they have worked with in the past year.
In higher level positions, companies will usually want someone who can’t just do the job, but someone who is visionary and can work strategically and proactively. They will look for evidence of career progression in senior role applicants. For those who haven’t been interviewed in a long time it is worth getting some professional tips and to practise role playing.
All in all, remember to apply the appropriate amount of effort into job hunting and don’t forget to get the basics right as first impressions count. Happy hunting!
ends
As published in CHT magazine 2010.
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
Activeion’s ionatorEXP gains HACCP Certificate
December 30, 2010
HACCP International has granted the Activeion ionator EXP its certificate as a tool recommended for use in food facilities as part of a food hygiene programme. The endorsement is aimed at organisations that are required to supply food safe equipment, machinery, supplies and services to the food industry.
HACCP International certifies non-food products intended for use in the food and beverage industry. Its Certificate of Compliance gives assurance as to a product’s suitability for use in processing and handling facilities that are required to meet food safety standards in terms of product selection and application.
“Activeion’s ionator EXP is an excellent product,” says Bill Simos, managing director of HACCP International. “Prior to certification, our food technologists examined its efficacy, design, manufacture, materials, instructions for use, labelling, claims and its contribution to food safety. Used in its intended manner, the Activeion ionatorEXP is food safe, effective and very appropriate for the food industry.”
Activeion technology is already being used in many kitchens and food preparation areas around the world, and was recognised at the 2010 US National Restaurant Association (NRA) Restaurant, Hotel-Motel Show® as a winner of that organisation’s prestigious Kitchen Innovations™ award. In addition, Activeion Europe recently finished 2nd in Germany’s Top Hotel Star Award 2010 competition, and took the gold at Ireland’s SHOP 2010 event for the “HoReCa ” (hotel, restaurant, and catering) industry.
Activeion Europe’s general manager, André G. Krell, states, “This certification is extremely helpful to the multiple clients we now have operating in the “HoReCa” sector. End users active in the food industry can feel further confident that the ionator EXP used in their kitchens and food preparation areas conform to high internationally recognised standards. The HACCP certification complements the microbiology efficiency testing conducted earlier in an independent laboratory certified by the US Environmental Protection Agency.”
Activeion’s ionator EXP is a convenient, versatile cleaning device that uses simple, smart, sustainable technology to convert tap water into ionised water — an effective dirt-lifting agent. It is among the only cleaning products worldwide that does not require a chemical-related health warning label. When used as directed, the ionator EXP kills more than 99.9 percent of harmful germs. To see a demonstration of how the ionator EXP, named by Forbes.com earlier this year as one of the 10 best “disruptive technologies that could change the world,” visit www.activeion.co.uk.
ENDS
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
About Activeion (Europe) GmbH:
Activeion (Europe) GmbH, located in Baden, Switzerland, is the European operation of Activeion Cleaning Solutions, LLC, headquartered in Rogers, Minnesota, USA. Activeion is a privately held cleaning technology company. It strives to protect the health and safety of all people, and foster a more sustainable world, by creating revolutionary, chemical-free cleaning and anti-microbial technologies for everyday use. Addressing the ever-growing need for sustainable cleaning, Activeion’s ionised water technology solutions are ideal for offices, hotels, care homes, hospitals, schools and private residences. For more information, visit www.activeion.co.uk.
Be daring with all Truvox’s latest machines at The Cleaning Show
December 30, 2010
- hands-on experience of speed, efficiency and taking tight corners.
Get busy and experience all Truvox’s latest machines with hands-on do-it-yourself demos on Stand C5 at The Cleaning Show 2011, opening 1st March at NEC, Birmingham.
Be amazed by the speed and quietness of the new Truvox cordless burnisher. Drive the amazing compact Orbis battery scrubber drier around the tightest corners on the stand. Clean up with the new range of Truvox vacs – no chance here of getting taken for a sucker. Enjoy the manoeuvrability and sheer efficiency of the ever-popular Multiwash.
Both the cordless burnisher and Orbis battery scrubber are right on the money for the growing trend to daytime cleaning, with no trailing wires – and the Orbis battery scrubber leaves the floor almost dry in one pass, so reduces accident risks.
See one Cleaning & Maintenance reader win a new Truvox Orbis rotary burnisher in exchange for their old one. Get busy on the Truvox stand. But bring your own driving gloves. Standing still is just not an option.
Truvox International Ltd. Tel. +44 23 8070 2200. Email truvox@truvox.com Website www.truvox.com
ENDS
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
Leading German hotel makes IonatorEXP cleaning tool a tourist attraction
December 30, 2010
At the award-winning 4-star Grimmeblick hotel in Winterberg-Elkeringhausen, Germany, hotelier Edouard Leenaert has not only had excellent cleaning results from his Activeion ionatorEXPTM, but has found that it has become a visitor attraction too.
The Grimmeblick is already well known for its country-themed hotel rooms, the high standards of its two restaurants and its wellness center and beauty salon, but, since acquiring an ionator EXP to clean its many fittings and décor, has found that the hotel’s guests are treating the ionator as one of the entertainments in the hotel.
“Besides all the attention the ionator gets from customers intrigued by its futuristic look and coloured lights, we are regularly running product demonstrations” explained Leenaert. “Curious guests are constantly wanting to know more about how the ionator cleans so well and how it can kill bacteria with just ionised water,” he said.
Hotel staff even do demonstrations using olive oil on steel plates to show interested guests how quickly the ionator can break down grease and food residues.
Award-winning
Recently awarded the HACCP International Certificate of Food Safety as a food-safe aid to manufacturing (cleaning and sanitation), the Activeion ionator EXP™ is Europe’s first handheld tap-water ioniser – a completely chemical-free cleaning tool that ionises and converts tap water into ionised water. The ionised water that sprays out when you squeeze the trigger has been proved to kill 99.9% of common bacteria plus the H1N1 Type A 2009 swine ‘flu virus on hard non-porous surfaces. It also lifts all types of soil and makes it easy to wipe away, leaving surfaces in hotel kitchens, restaurants, serving areas and washrooms sparkling clean and safe.
Green success story
Hotel Grimmeblick values environmental sustainability, and is proud of being a climate-neutral establishment. The hotel has received a CO2 footprint certificate from the viabono.de platform, Klima Hotels, a professional organisation known in Germany for its “enjoy natural travelling” theme and nature and climate-control initiatives. Hotel Grimmeblick is currently one of only eight German hotels with this certificate – the only one in its local region.
“Clearly, the ionator makes sense for us. We use it to clean fat from our kitchen surfaces, our ovens, restaurant tables, daily dirt and build-up in guest rooms and washrooms, and around our hotel. We are proud to share the news with our guests that we are cleaning for them, without chemicals,” says Leenaert.
The owner continued with an example of how the ionator has simplified cleaning in the hotel and reduced hotel cleaning costs.
“We used to have to wash all our restaurant dishes several times to get residues from potatoes, flour and other food off both sides of the plates and serving dishes, followed by additional rinsing and cleaning. In fact, many hotels use strong chemical dips to do this effectively. Now, with the ionator, we just spray away the starch build-up, then wash the dishes normally.”
The Hotel Grimmeblick boasts several certificates and awards, from the well-known ServiceQualität Deutschland seal, and Die beliebtesten Hotels Deutschlands (Germany’s favorite hotels) for its third straight year, to WIMAFO recognition for service and guest-friendliness.
The IonatorEXP costs £234 plus VAT and carriage. More information from www.activeion.co.uk.
ENDS
For press enquiries please contact:
Ceris Burns – Ceris Burns International t: +44(0)1825 714329
e: ceris@cbimarketing.com www.clean.cbimarketing.com
Time to set sail for foreign shores
December 29, 2010
What is it with British companies, why don’t they export more? Despite being leaders in product design, patent registration and innovation we continue to import more than we export and have a massive trade deficit to show for it – £3.2bn in October 2009. Over the centuries we’ve been described as an insular folk who prefer to deal with our own. So, maybe its fear or contempt for all that is foreign that’s holding us back?
How do you feel about doing business overseas? Do you relish the challenge or does it fill you with dread? If you have a secret fear of export I bet you’re not the only one.
In answer to my opening question, I would wager that our lack of export activity is down to a combination of three factors; Ignorance of market potential, a fear of the unknown and a lack of know-how. Whatever the reason, it’s now time to bring an end to these restrictive thoughts and set sail for foreign shores. Here’s why.
The weak pound means that British products and services are up to a third cheaper to foreign buyers than they were just a couple of years ago. Combine this with shipping costs which are down by 70% and the situation is positively rosy. Government is keen to promote export to British companies so subsidised support is also likely to make overseas market entry an attractive proposition.
And export isn’t just for the big boys. The web and new media technology have made export accessible to us all. In today’s environment, if your company is online you’re likely to be doing business overseas to some extent, intentional or not. The fact that the internet has become a key method of communication has reduced significantly the cost of marketing to multiple countries. Press releases can be distributed internationally via newswires and some companies (even within the cleaning industry) now use Twitter and Facebook to communicate with a broader audience globally.
So how do you get started overseas?
Start by running an audit across your company to assess your ability to manage export business and to pinpoint the preparation required. Look at finance, sales, marketing and your product or service offer. Consider your strengths and weaknesses.
Which factors will help you succeed overseas and which areas need to be tightened up to pre-empt any problems? Will your product or service be relevant outside of the UK market? Are you prepared to adapt your offer to meet differing market needs? What about your marketing materials? It’s likely that they will need to be tailored or ‘localised’ to appeal to potential clients in other countries. At a superficial level this may mean translating copy and tweaking the design while at the other end of the scale it could mean a fundamental rethink of your messaging.
While running through this process you may also uncover a need for training. Perhaps your admin staff will need to learn about export documentation or your sales managers would benefit from a basic understanding of the local language or culture.
Consider each aspect of the business and note down the key points which arise. Once the audit is complete you will need to apply your findings to country information in order to select the most suitable target market or markets.
Good luck with your audit. Next month we will cover market selection.
For a free international audit template document, email Ceris at ceris@cbimarketing.com www.clean.cbimarketing.com
As featured in C&M magazine January 2010
- See how to 'watch your waste lines' on pages 12 & 13 of this months PFM http://t.co/bd0CA3WZ
- RT @TruvoxInt: Truvox article: "Should cleaning workers' health & safety in hospital cleaning be given greater priority" @TomoCleaning h ...
- RT @ICEcleanltd: A step ahead! http://t.co/OOXvptd6 @TomoCleaning ICEs most innovative new product Robo 40 now being successfully used i ...
- Read our client’s tips on waste reduction in MRW today at http://t.co/7FTxYxD7
- A great example of client coverage gained by CBI in @CHTtoday http://t.co/NJF3iNHU Be wowed by our triple page spreads!
