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From Benched to Brilliant: What Football Teaches Us About Culture-First Hiring

 
Manchester United’s recent departures show just how much environment and culture impact performance.  
 
Players like Marcus Rashford and Scott McTominay have found new life at clubs that see them differently. Rashford, who struggled for form at United, is thriving at Aston Villa, while McTominay, once pigeonholed as a no-nonsense holding midfielder, has flourished at Napoli, playing a more expansive role and elevating the team’s performance.  
 
The same principles apply to hiring in business, culture isn’t just about the skills on paper; it’s about creating an environment where people can perform at their best. If you get it wrong, you risk losing top talent. If you get it right, you unlock their full potential. 

 

Culture Fit vs. Culture Add 

A major misconception is that culture fit means hiring people who are the same. In reality, strong cultures embrace diversity. The best teams align on values but benefit from different perspectives that drive innovation. 

Look at McTominay’s move to Napoli. At United, he was boxed in as a defensive midfielder. At Napoli, with a new system and fresh ideas, he’s thriving. His ability didn’t change, his environment allowed him to contribute differently. Businesses that focus on genuine culture fit, rather than hiring clones, unlock their teams full potential. 
 
 
Employer Brand – Recruitment Shapes Perception 

Your hiring process is a direct reflection of your company. If it’s slow, disorganised and overly complex, it sends a message that your company operates the same way. Long interview processes, delayed feedback, and poor communication deter top talent. Just like a player left on the bench , candidates will lose interest if they’re left waiting with no clarity on their future. 

To ensure a successful hiring process: 

  • Define and integrate core values into job descriptions. 
  • Assess candidates for cultural alignment, not just skills. 
  • Have a well-thought out & structure interview process from the start  

 

And most importantly, have a thorough briefing call with your recruiter.  
 
 
Briefing Calls – Setting Candidates Up for Success 
 
A well-structured briefing call between hiring managers and recruiters is crucial. It should outline: 
 
    – What successful hires have looked like in the past  
    – The current team culture 
    – What they are looking to add to the culture  
    – What qualities will help someone excel.  
 
Without this, recruiters are forced to focus solely on experience rather than potential. 

At Man United this has happened countless times; Rashford, Mctominay, Antony, Wan-Bissaka, there was no clear plan for any of these players – where they fit, how they could contribute, or how to maximise their strengths.  
 
They have all gone on to excel at the clubs they have moved too, they have had a strategy, an understanding of their abilities, and a team structure that allowed them to succeed. This is exactly what a thorough briefing call should achieve in hiring. 
 

Final Thoughts 

Man United’s transfer exits prove that culture is everything. When people are in the right environment, they thrive. Businesses that prioritise culture-first hiring build teams that perform, retain talent, and create workplaces where people want to be. Get the culture right, and success follows. 

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When the Going Gets Tough… Roll on 2025!

Last year, we compared 2023 to Ronan Keating’s ‘Life is a Rollercoaster’.

For 2024, Billy Ocean’s ‘When the Going Gets Tough (The Tough Get Going)’ perfectly captures the spirit of the year. Against a backdrop of global socio-economic challenges—elections, high inflation, and political conflicts—the recruitment market has felt like David Bowie’s ‘Changes’ on repeat.

As we turn the page to 2025, let’s explore what lies ahead for our key markets: FMCG, Agencies, and SaaS.

FMCG’s Changing Tide

The FMCG space has seen its workforce adopt a cautious stance these past couple of years. With inflation, price increases, and retailer pressure looming large, many chose job security over career moves—proving Journey’s ‘Don’t Stop Believin’’ remains an anthem for career resilience. However, the latter part of 2024 saw an uptick in passive job seekers, combined with employer NI changes, creating a prime opportunity for businesses ready to hire in Q1 2025.

Market dynamics have evolved significantly. Three days in the office is now standard amongst most blue-chip businesses, with some pushing towards four. While DEI remains important, it rarely features explicitly in briefs. Interestingly, there’s greater acceptance of shorter tenures and industry returners—these candidates have truly embodied our theme song’s spirit, putting their dreams in motion and letting nothing stand in their way… I know, I know.

A shift is coming in FMCG. Major players are reviving graduate programmes, acknowledging the sector’s recent drought in entry-level hiring post-COVID, which has led to a dearth of talent with 2–5 years of industry exposure under their belt. While international talent remains limited, the migrating Australian and New Zealand talent pool continues to provide an interesting alternative. Despite Q4 2024’s reduced demand in job numbers, we didn’t see a drop-off in actual roles hired (those who had roles were desperate to fill them!), and my view is there’s cautious optimism for the first half of 2025, backed by significant merger and acquisition activity and renewed budgets. Companies will show renewed interest in innovation, new channels, and diversifying their media spend.

Agencies & Consulting: The Talent Battleground

In the retail media, data/insight, performance marketing, and marketplace agency space, growth aspirations and a lack of client-side knowledge continue to drive hiring needs, albeit margins are being constantly squeezed.

Brand-side hiring challenges often create opportunities in agencies. However, top talent rarely reaches the open market—they’re either headhunted or quickly snapped up when available, hiring managers find new meaning to Queen’s “Under Pressure” as they race to secure top candidates. This competition will intensify in 2025, making quick decision-making and flexible benefits crucial for securing the best candidates.

The market remains predominantly entrepreneurial, with agile mindsets prevailing. Hiring success in 2025 won’t just be about reading career history—it’s about identifying the right behaviours and investing in learning and development.

While diverse recruitment options like offshore talent, AI, and fractional employment exist, each comes with trade-offs. Agencies need to buy that one-way ticket and commit to their chosen strategy.

SaaS: Signs of Recovery

Like Gloria Gaynor’s “I Will Survive,” the SaaS sector has shown remarkable resilience. Few sectors have had to be as tough in recent years, but a glimmer of hope is emerging. Surviving 2025 has been an achievement, with many companies looking very different from their post-COVID boom days.

In the AdTech/MarTech space, companies have been playing the long game and extending runways while keeping their eyes on the prize. Previous challenges have left their mark: reduced graduate hiring, C-level downsizing, and increased workloads for remaining staff. Those who’ve weathered the storm are battle-worn, with resilience becoming the most valuable trait to have in your employees’ locker.

Growth prospects vary significantly by business and sector. The investment will likely be more selective and strategic. Experienced talent may be easier to find, provided hiring managers don’t narrow their pool with too many “must-haves.” In this market, prolonged decision-making could mean missing out on key talent.

Looking Ahead

2025 promises increased hiring activity, which will intensify talent competition. Businesses need to plan their approach and partner with specialists who understand their market’s nuances. Whether working with in-house teams or agencies, success will come from finding partners with deep expertise in specific skill sets, not just those ranking highest on Google.

As we step into 2025, remember: when the going gets tough, the tough get going. Here’s to a year of growth and success!

 

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Employee Rights: Navigating New Flexible Working Laws

 The wheels of change are turning as the new flexible working laws have finally come into effect, marking a significant step forward in aligning legislation with the evolving world of flexible working.

What has changed and what does it mean for you?

  1. Flexibility from Day One: One of the most exciting changes is that flexible working will now be a day-one right for employees. You won’t have to wait around for 26 weeks before you can request flexible arrangements (which was the previous law). Whether you’re a night owl or a morning person, the power to shape your work schedule is in your hands from the get-go.
  2. Two’s Company: You can now make two flexible working requests every 12 months. So, if you find that your initial request doesn’t quite hit the mark, don’t worry—you’ve got another shot at agreeing a policy that works for you.
  3. Fast-track Responses: Employers now have a tighter two-month window to respond to your flexible working requests. The Act reduced the time limit for employers to deal with flexible working requests from three to two months, although this can be extended if the employee agrees.
  4. Let’s Talk About It: Communication is key. Before an employer responds to your request, they’re now required to speak with you to explain their position. On the other hand, employees don’t need to justify or explain the impact of their proposed changes anymore. It’s all about mutual understanding and finding a solution that works for everyone.

So, how can you make the most of these changes as a job seeker? Here are a few tips:

  • Know Your Worth: Don’t be afraid to advocate for yourself and your needs during the job search process. If flexibility is important to you, make sure to communicate that to potential employers from the get-go.
  • Stay Informed: Keep up-to-date with the latest developments in flexible working laws and regulations. The more you know, the better equipped you’ll be to navigate the ever-changing job market.
  • Be Flexible (Pun Intended): Remember, flexibility works both ways. Be open to compromise and creative solutions that meet both your needs and the needs of your employer.

Fexible working isn’t just a trend—it’s the way of the future. So, embrace it, take ownership and watch as your work life balance flourishes like never before.

Hiring within FMCG – a review of Q3 and predictions for Q4

As the owner of a recruitment consultancy that specialises in the FMCG and related consumer goods markets, I wanted to share some of the recent trends we are seeking in these sectors, thoughts and reflections on the quarter that’s passed, and what businesses can expect going into Q4.

It’s worth mentioning that our view is based on our core areas of Supply Chain & Procurement, eCommerce & Digital and Sales & Marketing, so the commentary here is broadly reflective of those skill sets.

Bouncing back & adapting

April was a month none of us in the recruitment industry want to experience again, but by the time we got to June, the market was showing signs of genuine recovery. By that point we were coming towards the end of lockdown in the UK and businesses had transitioned to fully remote working models. It was recognised that hiring needed to continue to augment momentum gained as the market started to normalise following the early lockdown days of panic buying.

‘Zooming’ replaced F2F meetings and larger, more established businesses seemed to be the quickest to adapt. In truth, our blue chip clients were those who remained most resilient to adapting to the new virtual working model. Some SMEs acted borderline bullish during this period when it came to hiring, but as we entered Q3 we saw more SMEs starting to strategically hire and look for opportunities to fill pre-existing gaps; essentially hiring as a bi-product of greater confidence.

A space in which hiring demand dramatically increased was our consultancy client base that works closely with Amazon (Seller) and other key marketplaces. The need for Amazon skilled candidates has never been higher.

The holiday within the holiday

The result of June’s re-emergence continuing into July meant that the first half of the quarter was positive. Whilst volumes of roles were still c.50% down on early March at Vertical Advantage, the engagement and commitment from the market was resolute (as nerves subsided we saw far less clients changing their mind on signing off requirements than in Q2).

The end of the full time furlough period on July 31st was a potential concern and whilst the run up to this had seen some high profile administrations for businesses, particularly aligned to hospitality (e.g. Adelie Foods / Café Rouge), companies that were aligned to grocery powered on with their hiring.

The early part of August was more buoyant than normal for that time of year, however, as the month progressed, the traditional Summer holiday slowdown took grip. This resulted in many processes slowing down or grinding to a halt during this period, as the UK seemed to copy our European counterparts in taking extended mid-summer breaks (fully deserved might I add!).

Super September

Coming out of the August bank holiday weekend, vacancy volumes were lower than they had been for the previous 3 months, which gave some cause for concern. However, the market has taken a significant turn for the better in September with live vacancies jumping c.70% and confidence is a lot higher and more resilient to changes in macro socio-economic policies.

What we are seeing now is that challenge is creeping back into the market, as a result of greater buoyancy – competition is ramping up. There is no longer an abundance of candidates that clients can have their pick from, and they are no longer alone in making offers. Approximately 40% of our candidates that were offered roles in September have had more than one offer on the table.

Overall, candidates are seemingly more financially motivated post-lockdown than previously, which is understandable if they may have been through a few months of financial hardship.

In addition, we have seen more people leave their new jobs within the first few months than we normally would. The reasons for this vary from having taken a role in desperation, struggling with a combination of work and mental health challenges when starting a new role, or poor remote on-boarding resulting in low levels of engagement. If your business intends to remain working remotely going into 2021, this needs to be a serious consideration and a priority for businesses.

“Approximately 40% of our candidates that were offered roles in September have had more than one offer on the table.”

 

Less than 90 days to Christmas

So, what’s coming next?

The Christmas countdown will certainly benefit trading in the broader FMCG space, but similarly to the August holiday period, it’s tough to predict the consumer outlook and as a consequence predicting the trends of the hiring market will not be easy (I will try to get off the fence shortly…).

  • The furlough scheme ending could bring a new wave of redundancies – My suspicion is that the complete end of the furlough scheme will result in some more redundancies in isolated pockets and sadly, there will be more retail / hospitality led businesses suffering hardship. Undoubtedly the result will bring more candidates onto the market, however with many other businesses now getting hiring into full swing, I expect to see this talent being snapped up quicker than we saw in Q3.
  • Increased competition – Businesses that have been using direct channels to hire (advertising / referrals / talent pipelining) will find the market more competitive and speed is going to be one of the most important factors when looking to deliver on time to hire. This is particularly true with more fixed term contract roles in the market than normal, as businesses look to try before they buy.
  • Changing candidate expectations – Candidate expectations on work have evolved and they will very much be looking at a potential employers for positive work / life balance in 2021 and beyond, so nebulous answers around this topic will not be enough when it comes to decision time.
  • Niche skills are now being snapped up – Experts on customs / export around Brexit are very much in demand as the year is coming to an end. As are digital skills related to various marketplaces and for anyone that can navigate the complexities of Amazon from a supplier perspective, can command a premium in this market…….. There’s no sign that this will change in 2021.

…and that’s all from me! Finally I’d like to wish you all a healthy and prosperous final quarter. As always, if you feel Vertical Advantage can help at all, please don’t hesitate to get in touch.

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10 hidden costs of an empty seat

Are you familiar with the butterfly effect; a concept highlighting the possibility that small causes can have momentous effects? Bringing this theory into recruitment, this article outlines the many effects and hidden costs an empty seat can have on your business.

There is no magic formula for calculating the actual cost of an empty vacancy because the factors to consider are largely dependent on the position, industry and other circumstances. But there are hidden costs to consider:

1. The upscale time of a new hire is often forgotten about. The timeline from someone’s first day to them becoming valuable and working independently is generally speaking 3 months. This is obviously dependent on many other variables, but from our own experience that’s when everything seems to just click. As a result, the longer you wait to replace someone, the longer it will take before they start to add value.

2. For the remaining team members, taking over someone else’s responsibilities can impose stress, frustration, demotivation and burnout. You might think it’s sustainable for a short period of time, but ‘short-term’ tends to become ‘medium-term’ and before you know it, another employee has handed in their notice.

3. By not hiring a replacement before someone leaves, there is no time for a handover. For a new starter to only have written documents to refer to is far from ideal – and that is if everything was even written down in the first place! Not being able to ask questions or have a good induction can set someone back weeks, if not months.

4. The quality of work and productivity are likely to drop when a person is taking on responsibilities they are unfamiliar with. Not only do they need to take on someone’s workload, they have a lot less time to execute their own.The decrease in productivity even starts before an individual actually leaves the business. They are typically less invested, take their foot off the gas and might produce a poor handover.

5. Disruption in one department can have a cascading negative impact across other areas of your business. Missed deadlines and targets will ultimately impact the bottom line.

6. If a management role is vacant the team loses guidance and leadership which impacts productivity further. Replacing a key team member is also a much bigger challenge than the average employee.

7. When an employee leaves there are some things that go with them; experience and skills gets lost. Investments in training can’t be transferred, neither can business familiarity.

8. Opportunities are lost each day you have a vacant position, as that could have been someone contributing with new ideas, driving initiatives, or solving problems.

9. If you temporarily fill a gap with an interim or freelance employee, you will end up training someone twice for the same position. There is also a risk that their error rate is higher and productivity lower than for the average employee.

10. Not replacing someone due to hiring freezes or budget cuts can negatively impact team morale and job satisfaction of the rest of the team if they are understaffed and overworked. The team loses hope of things improving and motivation might be lost.

If you are tempted to cut your hiring budget or think a recruiting fee seems too steep, please take these hidden costs into account. It’s not as easy as ‘by not paying this salary for X months I’m saving X’. Not all costs are tangible and there is so much more to consider than the monetary value of someone’s salary.

Are you hiring and keen to avoid these costs? Feel free to contact us or reach me personally on jo@vertical-advantage.com to find out more about our expertise, services and how we can help.

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Helping the FMCG community throughout COVID-19

‘Business as usual’ has been replaced by ‘adapt and support’ since the outbreak of COVID-19. We are in a rare situation that has affected every country, industry and individual to some extent, so one thing we have felt strongly about at Vertical Advantage is to help people where we can.

Here’s what we’ve done so far to adapt and why we’ve done it.

 

Proactively helping people who are out of work

Evidently a large chunk of the workforce has been made redundant or found themselves without a job for other reasons linked to the pandemic. Nearly two million people in the UK have applied for universal credit benefits since the beginning of lockdown – that’s six times the normal claimant rate(!).

Having a vast network of FMCG candidates and businesses during a crisis like this, we knew we had to utilise it to do our bit. Not for the sake of additional revenue or expecting something in return, but because it was simply the right thing to do.

Consequently, we have offered to add active job seekers within ecommerce & digital and sales & marketing to open source spreadsheets. These have been shared directly with relevant clients and on LinkedIn.

Click here to access the ecommerce & digital list.

…and here to access the sales & marketing list.

We have also offered candidates the chance to book in time directly into our calendars for them to ask questions, get advice on their job search, or just to have an informal chat about the current job market.

Helpful insights

New working conditions and a shook FMCG and consumer goods market has surfaced questions by candidates and businesses alike, which is why we have posted regular updates on our website and social channels to provide our expertise to share information and provide support.

We’ve taken the pulse on the sector by speaking with clients regularly and outlined what hiring and onboarding has looked like during the pandemic, but also shared articles like how to identify company culture via video call, how to stay engaged with your team and our best bits of advice for current job seekers.

In addition, many businesses in the consumer goods sector have shared interesting market insights with us, which we have proactively shared with our key clients. If you are interested in finding out what these are, please email me on david@vertical-advantage.com.

When we say live jobs, we mean LIVE jobs

Since the early stages of lockdown we have noticed a lot of frustration coming from candidates as they were applying to vacancies online that they came to realise didn’t exist or were in fact put on indefinite hold – something that provided false hope and was a huge time waster. This was and is a big issue and something we didn’t want to contribute to, so the first thing we did when the job market took a downturn was to audit thew jobs we advertised.

You will also see that jobs on our website are advertised differently:

1.  Some of our clients are pipelining for hires they want to make in the medium term. These ads include ‘Talent Pipeline’ in their titles for clarity.

2.  All other ads are for LIVE jobs that we are currently recruiting for.

What next?

Although the consumer space hasn’t been as hit badly as many others, we recognise that some businesses simply don’t have the budget to use a recruitment agency at the moment. And that’s ok.

We want to continue to help all clients in the industry where we can, whether this means helping you find talent for a particular vacancy, providing advice on the current market, or benchmarking your strategy against others.

Feel free to drop me an email on david@vertical-advantage.com or call me on 07792 544887 if there is anything you’d like to discuss. I’d be delighted to hear from you.

 

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Your Career and Covid-19

 

We seem to all be certainly operating differently in these uncertain times.

But the key point that we all felt strongly about: We want to help people!

With this in mind, ​here are some lives tips, predictions, advice and trend spotting to make your life easier when you’re looking for a new job during the Covid-19 crisis.

 

What’s the best bit of advice you’ve given a candidate over this covid-19 period?

Sagar:

“Don’t panic. Use this time to reflect on what it is that is important for you in your next role, understand your priorities. Identify your key strengths and areas of expertise and align your job search with that. Take this time to revamp your CV, LinkedIn profile and use your network to open conversations – you never know when opportunity will knock, so be ready!”

Rhys:

“The marketing is changing every day and we’re finding that new jobs are still coming up especially within Supply Chain, so make sure your CV / LinkedIn is updated to the best it can be and try to be as active as you can with them! Be patient with applications as recruitment will a take a little longer than usual but stay positive as there are still a lot of companies recruiting!”

Andy:

“Think about how you can pivot and use the skills you have in a different area/context – people often default to searching for the job they’ve done before but now more than ever, that job might not exist. There are opportunities all over the place, but you may have to rethink how and where you use your skillset.”

Tom:

“Be proactive, stay positive and remember it will go back to normal at some point – in the meantime, connect to and reach out to as many people as possible so you’ll be at the forefront of their minds when things pop up.”

David:

“Take a wide-ranging approach – nail your Linkedin profile, monitor all job boards/agency websites daily, have your CV on databases, make direct approaches – you’ll get ignored or ghosted loads, it’s not personal but keep at it. In this climate, job searching is a 9 – 5 job in itself – treat it that way.”

Alex:

“Stay positive, the market isn’t completely dead and companies are still recruiting and finding ways to on-board people remotely. Keep applying and take the extra time on your hand to really prepare before an interview.”

 

What’s the best bit of advice you’ve given a client over this covid-19 period?

Sagar:

“Take a step back and have a look at your team and operation. How has it reacted to the current climate, where were the chinks in the armour, where are the strengths. Use this to think about a strategy to future-proof your team. Understand that the workplace will most likely look very different with employers seeing first-hand that remote working works! If you do need to hire in the current climate, make sure you have a plan for onboarding, training and new starter engagement – this is crucial to ensure your new joiner feels confident with their choice.”

Rhys:

“If you’re recruiting and hiring remotely, try and include team members within interviews. This will allow the candidates to meet who they will be potentially working closely with and get a better feel for the culture/how the business operates. Also, as we are in lockdown for a while now sharing videos/photos of the office environment is a good idea for the candidates to see what it is really like.”

Andy:

“If you are comfortable hiring and onboarding remotely then don’t put a process on hold – you’re in a less competitive market for talent and through no fault of their own there are some brilliant people available.”

David:

“Plot out their average hiring process in terms of timeline and then work out likely scenarios for returning to the office & the pros and cons of remotely onboarding if they had to vs. the requirement to hire. This gave them 2 or 3 clear paths they could down to make the most important hires they have in this next 3 month period.”

Alex:

“Even if you are pausing recruitment, still meet with potential candidates for roles you think you will be needing when things come back to normal.”

 

What trend have you seen in your industry over this covid-19 period?

Sagar:

“After the initial panic, it’s been amazing to see how Supply Chain teams have stepped up to keep businesses moving. The Supply Chain is no longer seen as a cost-cutter” more so the foundation of a business. Teams have gone above and beyond to change sourcing strategies, maximise their supplier relationships and forecast as accurately as possible to maintain control.”

Rhys:

“Supply Chain teams within the food industry has definitely been under a lot of strain, due to panic / overbuying in supermarkets. A lot of candidates who I have spoken to have had a really full-on experience and have been working extremely hard. However, things are slowly getting back to the norm for those Supply Chain teams and are adjusting to the WFH life.   One candidate told me that it was like the Christmas period but only have two hours to plan for it instead of 11 months.”

Andy:

“Agencies picking up the slack when it comes to eCommerce – brands leaning on service providers to help them through the increase in online sales.”

David:

“This has evolved – Panic and fear of the unknown initially, quickly followed by unbreakable resolve & incredibly hard work and now its structured planning and common sense prevailing.”

Alex:

“People are more available to speak on the phone and actually welcome speaking to someone they don’t know. It feels easier to build relationships with clients and candidates.

I saw a lot of PR candidates who have been made redundant uniting to help small business struggling with their coms. It’s all pro-bono work but they love their job so much that they are happy to work without being paid. All that remotely!”

 

What good has come out of this massive shift in the market?

Siobhan:

“Some employers have done great things – RB giving away their advertising space, Molson Coors giving vulnerable staff full pay pre government advice. Employers who traditionally have been office-based are talking about relaxing the rules around this once we get back to ‘normal’ as they have realised people are efficient and it helps work-life balance.”

Sagar:

“Aside from the many questionable haircuts, the destruction of friendships over cheating quiz masters, people becoming online poker pros and all the fake 5k times?

People working from home have proven that the workforce can be trusted and productive. My hope is that businesses acknowledge this and become more accepting of flexibility. Trust goes a long way

Speaking from personal experience, working from home has brought colleagues closer and I for one have a real appreciation for the awesome people I work with – I’m sure many others will have the same feeling.”

Rhys:

“Personally, it’s great to see how quickly people adapt to this crazy situation and continue to work hard! Also, for those companies who aren’t flexible on WFH or strict core work times this will be a great eye-opener and could potentially see more businesses being open to this.”

Andy:

“People questioning ‘the way things have always been done’. There are still a surprising number of businesses who are reluctant to let people work from home and this will accelerate change in that respect, but I would hope that mindset will also infiltrate into other areas (a big bugbear of mine is unnecessary meetings…..). I would hope also a realisation that so much travel is either unnecessary or luxury so we all do a bit less (flying in particular) but the cynic in me thinks that might not last long…… Other things – the Eminem bleach blonde look suits me to a tee (I can hear my colleagues chuckling), the level of quizzing ability across the world has increased substantially, people are great, I’m a bit better at guitar, bread machines are going to be really cheap on eBay later in the year.”

Tom:

“Not recruitment related but it’s restored my faith in humanity. People have nothing better to do but exercise and fast food restaurants are closed, should lead to healthier lifestyles and less of a strain on national services albeit tiny. I’m not a tree hugger but the planet seems to be recovering slightly from the break. It’s acceptable to play Xbox for 12 hours a day on weekends when you’re not under the age of 16. Finally, I’ve never realised how much time I have without having to commute.”

David:

“Loads of stuff:

1) People care more

2) Know their colleagues better not worse

3) Video calls are normal

4) So are terrible haircuts (which levels the playing field for me)

5) Working from home will be more accepted by leadership – people don’t just watch Netflix when they work from home, they actually double down to prove they can get sh*t done

6) World leaders will plan far better for pandemics in the future just as they have shown a fair better response to economically as a result of learnings from the Global Financial Crisis (2008-09)

7) You see peoples true colours at all levels – Captain Tom, Mike Ashley, Floyd the Cat (VA sudo mascot), family, friends and most importantly those in the health services / on the front line across the world.”

Alex:

“My faith in humanity has been restored a bit, seeing people being so happy to help a stranger or a neighbour is nice and refreshing. Seeing how people get a lot more creative when they can’t go to the pub and drink!

Market wise, I can see that people who were commuting every day to work are now thinking that WFH is actually the way to go. We also see clients being more flexible and offering remote working after lockdown. This will allow great talent to join their dream employer without needing to relocate to some random suburb!

It has also been very refreshing to see how people adapt really quickly to the new normal, which should show to employers that everything is possible if you really want it. They may now stop hiring like for like and start giving the wild card in the stack of applications a chance to thrive!”

 

What’s your prediction for the market in August 2020?

Sagar:

“How long is a piece of string? (depends what length you bought, I know). My honest opinion is that once there’s more clarity on timelines and the doors open again, there’ll be a period of change. Businesses and staff will need to take the time to bring things back to a level of normality which could take time. For some industries, however (eg. pharmaceutical, FMCG, personal care) who have seen a surge in demand, I imagine there will be a drive o grow and invest in their Supply Chains.”

Rhys:

“Would love to be able to believe that everything would be back to normal by August, but I think will take a little longer for the market to be back to where it was before covid-19.  I can imagine lockdown will be lifted and people will be back in the office and be adapting to new ways of working. Hiring will be different, and I do think more roles will be coming in more frequently in August, as this is usually a quieter time due to the holidays. I think the winter months of this year will hopefully be where the market really picks up again!”

Andy:

“I’ve become increasingly irritated with recruiters talking about ‘the market’ and ending up talking about ‘the economy’, which generally they know nothing about. So I will refrain from making any wild statements other than about the areas I recruit within – eCommerce is on the agenda of senior leaders in a way it has never been, so I could actually envisage a relatively buoyant market and budget that people have previously denied for hiring now being granted. August is usually quiet given summer holidays, but I can see that not being the case whatsoever this year.”

Tom:

“I’m guessing that by the time August comes round we’d have lifted all lockdown restrictions. Meaning the demands for industries will come back (on-trade, travel, events) and even though some businesses may not make it through this period, there’ll be a need to hire into those industries. Wishful thinking but I’m hoping a big boom, we hit our targets, go skiing and have it off.”

David:

“Bloody hell Bella (Senior Marketing Exec) … Let me check my crystal ball…August is usually the quietest month of the year due to holidays from a hiring perspective so it’s very tricky to know in reality where August will end up BUT I would say that September – December should see a real change in dynamic for the recruitment market. Internal hiring teams will have lower headcount, recruitment will have lower headcounts and there will be increased demand so those who get it right will find great opportunities for growth towards the end of this year;

As much as I hope the market will come back to exactly where it was before all this mess, I highly doubt August will be massively different. It will take time for most companies and agencies to get back to where they were before. Most of them will resume recruitment fairly quickly but a lot will also be struggling and will need to potentially scale back. Only time can tell though.”

Siobhan:

“I think for a lot of candidates, their career motivators will drastically change. We have spent more and more time with families/ friends than ever before and it will be a real shock to the system to start spending 2 hours a day commuting and missing out on ‘dinner time /bath time/gym time’ and having to go back to how busy life was before lockdown. This has given people the time to stop and think and take work-life balance to a new level – I think work/life balance will be far higher on people’s motivators to change careers now we have seen what life can be like.” 

What creative ideas have you seen employers doing during this time? 

Sagar:

“I’ve seen candidates and clients, as well as colleagues, make a conscious effort to connect their networks, offering help and exposure to those whose careers have been impacted by COVID 19.

The countless, quizzes, team nights out (inside) and cook-offs have been great morale boosters. Most creative has to be VA’s MTV Cribs idea, this is yet to be topped by any business I’ve spoken to so far!”

Rhys:

“Due to the office environment been missed a lot of people its’ been great to see fun ideas such as the virtual pub’s visits/quizzes to boost morale and also, seen a few book clubs and virtual gym sessions to keep everyone sane! Also, receiving great feedback from new starters during the lockdown and where they are meeting people within the business through video calls and virtual coffees was really nice to hear.”

Andy:

“I’ve really enjoyed seeing the formation of new ‘collectives’ of people who have been furloughed or made redundant coming together to create new agencies (https://www.notfurlongcreative.co.uk/). My sister is a teacher and their department have each set a task every day which has been very entertaining – recreate a famous scene from a film, how many things can you fit in a matchbox, make your own meme etc. The Vertical Advantage / Nurture ‘MTV Cribs’ was pretty good, but will remain within this parish…”

Tom:

“Drinks on a Friday whilst on a video call is very common for my candidates and clients including Fever-Tree and AV. A business Analyst at Asahi has spent her weekends delivering pints from unsold kegs. LG have done CSR programmes where colleagues do an activity for Charity. I’m yet to see MTV Cribs.”

David:

“Could be for team morale, hiring, onboarding etc. 

I think Andy Davies and our Digital / E-Commerce team have been very good with sharing their ‘Available Candidate’ spreadsheet not only online but then also forwarding it to companies that they see are hiring (all for free / with no recompense if those candidates are hired) – people might look at the spreadsheet cynically but they don’t see the work behind the scenes, in terms of how that team, in particular, is genuinely helping during this time”

Alex:

“I have seen some of my clients organising wellness lunches and breakfast roulette to keep their team connected and sane! I have seen them sharing lists of things they would recommend their friends, family, colleagues to do while on lockdown, whether it’s movies or TV shows, arts and crafts, DIY, sports or meditation.

I don’t think a lot of them are still keeping their night out in the diary though! That’s a VA only thing!”

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How to identify company culture via video call

With the FMCG recruitment market showing no signs of slowing, and most interviews having moved to virtual/video calls, the way candidates assess a new employer needs to evolve to keep up – it is likely you will be making a career choice without having met anyone in person or having been into the office.

Previously meeting the teams, seeing the working environment, getting a ‘feel’ for the culture was all done in person, but with the current climate and video calls dominating processes for the foreseeable:

How do you decide whether or not an employer is ‘right’ for you?

First off, one of the most obvious (but easy) mistakes to make is to directly ask “what is the culture like”. This will likely land you a standard answer about corporate values and EVP.

In-person, when you walk around an office, meet people and chat to employees it is easier for you to get a sense of atmosphere and culture to cut through the ‘company line’ – but how do you do that over video?

The most important thing to do is to ask evidence-based questions. Think about what it is you really want to know and ask a specific question around that topic.

E.g. “what examples can you give me of employees that have progressed through the business?”

This will give you real-life scenarios to help with your decision-making process and is far more useful than the company values being churned out to you as an answer.

1) Ask some ‘non-work’ (but appropriate) questions to gauge personality. We had a candidate recently ask the hiring manager who their dream dinner party guest would be and the answer sparked a really good conversation between both parties – both are keen to progress to the final round and it gave a good insight into how they would interact in the role.

2) Read the Glassdoor reviews (but take them with a pinch of salt!) and be prepared to talk through the feedback with the hiring manager/HR team. If there are negative reviews these don’t need to be a deal-breaker – but they are worth discussing/exploring with the business directly to find out why someone felt that way.

3) Ask for a peer to peer call with someone who works at the level you will be joining at. Understand their journey and, where possible, have an honesty chat. What’s the best thing about working there? What’s the worst thing about working there? What are their frustrations? What do they enjoy the most? There will be loads of insights they will be able to give you to help with your decision making process.

4) Ask your network – think about who you know that has worked there and do some digging – you still need to form your own opinion but it doesn’t hurt to have a few sources on the inside.

5) Ask your recruiter (or Vertical Advantage!). In most cases, we will have worked with clients for years and will know them well. We can give an honest insight into attrition, what their staff say and our experiences with them. There’s a lot of value we can add with this.

Although there is a lot of change in the market currently, there is still a real appetite from clients to hire. I’m incredibly proud of how quickly and calmly our industry has adapted to new technologies and ways of interviewing as it’s important to keep a steady flow of new talent coming.

Please do keep an eye out for our content every couple of days, next up is my colleague  Andy Davies who will be advising on how you can still hire talent and find good people whilst not using recruitment agencies (yes, you read that correctly!)

For access to all our content, please take a look at our blog and / or follow us on LinkedIn.

If you think we can help advise you with your strategy or help you in finding talent during this time, please do reach out to me on siobhan@vertical-advantage.com or give me a call on 07985 541 882.

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Moving jobs? How to prevent feeling pressurised to accept an offer

Let’s face it: No one wants to feel rushed or forced when making any decision so why should this happen when choosing a job that you’ll be committing to for the foreseeable future?!

But unfortunately, you’re probably one of many reading this blog because this happens far too often.

Most recently, I was working with a candidate who was looking for the perfect Senior Category position. Now, she was very transparent throughout the process, telling potential future employers that she was in the process with other organisations. The first had offered her a role, but she was also in the final stages with the other two businesses.

Instead of rewarding her transparency (and let’s be honest, assessing your options properly is critical to any candidate considering a move!) they gave her an ultimatum saying she had till 5 o’clock on Friday to make a decision!

A lot of it comes down to the agency you’re dealing with so, if you want to avoid feeling pressurised to accept an offer, here are my top tips and warning signs to look out for to ensure you make the right decision.


The 3 alarm bells when dealing with a recruiter:

  1. An Ultimatum
    Understandably you can’t take a month to decide whether or not to accept an offer, but if you are being pushed with an unfair deadline with no justifiable reason then this is a clear alarm bell.
  2. The brief changes
    Another warning sign is if suddenly, the message changes e.g. You’ve been told from the beginning that you’re looking after Sainsbury’s then without much explanation your main focus will be Iceland. Things do change within businesses, but it is important to understand why the role of responsibilities has changed.
  3. They don’t know you
    I’m not talking about your favourite colour, I mean your aspirations, motivators and drivers. If they know this, then they’re way more likely to match you to the perfect company.

 

The 6 positive signs:

  1. The recruiter knows the process from the start to finish
    A good recruiter should be able to map out the whole interview process at the first call. e.g. if they know from the beginning that it’s a 3-stage process with a verbal reasoning test in the middle.
  2. They’ve worked with the company previously
    If the recruiter has worked with the hiring manager or the talent acquisition team previously it not only shows that they are trusted but it also shows that they’ve proven that they’ve successfully placed a good candidate in the past that fits with the company culture. This is super important for you because beyond role and pay, you want to know that your recruiter gets you and will align you with a complimentary company culture.
  3. They’re the companies preferred recruiter
    This may be the best sign of them all. It conveys that your recruiter is not only competent and valued but also speaks volumes that the client is willing to cut all cords with any other recruiter.
  4. They won’t budge until they meet you
    Who can truly understand you and your long-term goals in a 5-10-minute phone conversation? I seriously doubt even your parents can! So, if a recruiter endeavours to meet you because they see the value in talking with a clear headspace and looking at your career development holistically then guess what?! They are a keeper!(Related: See what exciting Commercial Strategy / MS&P, Category / Insight & Commercial Sales opportunities we have at Vertical Advantage now)
  5. Presentation preparation
    Now I don’t mean they literally prepare the whole thing; I mean they’re instrumental to your presentation being successful. They guide you; they tell you what to include, they’re honest about the length and help you be as concise as possible.P.S. Here’s a general rule of thumb if you’re wondering:

    • Don’t be too fluffy
    • Be concise
    • Convey what a good outcome looks
    • Always include initial priorities and longer-term goals and smart objectives
    • Encourage you to know your product e.g. store visits, topical insight
    • Makes sure you know what’s relevant in the category and who the competitors are

    In my opinion, the best recruiters are the most knowledgeable. In fact, they’re so well informed they might even sound like they could do that job themselves!

  6. Really honest feedback
    No one is perfect. That’s why the best recruiter will not tell you what you want to hear. Instead, they will give you constructive feedback as well as help you with developmental areas.

 

Being aware of all these points will ensure your recruiter understands your aspirations, motivators and drivers meaning that will get you the perfect job so you aren’t left questioning it all and feel pressured to make that final decision.

However:

If the role is perfect, location is ideal, packages are in line with your expectations and you like the brand or product – why are you still questioning it?!

Ask yourself honestly: why are you hesitating?!

It’s probably because you don’t want the role, it is better to be honest and not leave companies wondering. You never know where you will come across that hiring manager again.

Accepting offers can sometimes be trickier than the interview process, that’s why it’s always so important to meet your recruiter face to face so they understand your needs and create a bespoke plan for you. If you don’t put the time in at the beginning to express your wants and needs, then it’s no surprise that it can likely crumble when you get to the finish line.

I hope this article has helped you navigate better in what can be an uncomfortable situation and helped you feel a little bit more in control. If you want to discuss further career opportunities, some top tricks I’ve learnt along the way or maybe you’re just after some career advise then please drop me an email on dale@vertical-advantage.com, alternatively, you can reach me on 0207 438 1565. I’m all ears.

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In 5 Minutes, I’ll Give You the Truth About Hiring Someone From An Agency Background

There’s an age-old debate in the marketing world, one which has been pro-ed and con-ed to death in recent years. It goes a little like this:

“Should we bring onboard an experienced in-house marketer or try something new and hire someone with an agency background?”

There are obvious advantages and disadvantages to each, of course. The former will be familiar with traditional in-house business model strategies, while the latter may be able to bring a fresh perspective.

Yet for all the potential advantages that hiring someone with an agency background brings, many clients remain reluctant to consider them for in-house positions.

But…why?

As an advocate of hiring marketing execs with an agency background, let me dispel some of the most persistent myths and, while I’m at it, explain why people with agency experience might be exactly what your company and clients need.

They’re often talented multitaskers
One of the biggest misconceptions about former-agency hires is that they’ll shrivel up with boredom after two days on the job in-house.

I mean, why wouldn’t they? Aren’t they used to working on a variety of projects at once?

Of course, they are.

But that doesn’t mean that working on one project will automatically equal boredom.

They might, like most people, just want a change of pace. Or maybe they prefer the idea of focusing on and dedicating themselves to one brand after honing their talents in a fast-paced agency.

Besides, working in-house doesn’t mean your job narrows its focus that much. From experience, you still have to handle lots of things at once, so it’s not like former-agency hires are going from all to nothing by working in-house.

In fact, their fingers-in-many-pies, multi-tasking past will work in your company’s favour, as they’ll likely be highly efficient and capable of tackling all those things at once!

This is especially valuable if your marketing team is on the smaller side, you can only afford to bring onboard one member of marketing staff for the time being, or you’re trying to get a fledgeling company off the ground.

(Just remember that making one marketing person do everything is not a sustainable model in the long run, though!)

They’re adaptable
Many companies think that one-time marketing agency employees won’t be able to adapt to that in-house marketing life.

But, remember, these are people used to dealing with totally different campaigns from two completely contrasting industries. So if you can handle an 8am meeting with P&G and a 2pm conference call with Shell in just one day, you’ll certainly have the flexibility for in-house marketing.

On the other hand, marketers used to working in-house have likely been moulded and shaped in their former roles.

So, hiring someone from a marketing agency background allows you the chance to shape them to your in-house way of doing things, precisely because they’re not another stuck-in-their-ways marketer used to working in-house.

They’re malleable and, as a result, adaptable, meaning they’ll slot into your marketing team in no time.

They have specialised knowledge and skills
Hiring a marketing exec with years of in-house experience is all well and good. What people assume is they’ve probably got used to the way things work (sometimes a little too used to the way things work–see above!) and they likely have deep and specialised knowledge of their particular industry.

On the flip side, people assume exactly the opposite of former-agency marketers. They assume that they don’t have deeply specialised knowledge.

However, if they come from an agency which focused on, for example, SEO or PR or even data, they absolutely do have more in-depth knowledge and insight into that particular industry. Why? Because they’ll have worked with a range of clients to give detailed business strategies backed up by data.

Furthermore, people with agency backgrounds have to find solutions to business problems that don’t necessarily arise all the time in-house.

This talent for working well under pressure can (obviously) be a huge asset to a business because former-agency marketers will probably approach problems in a distinct way and generally just introduce fresh ideas.

They’ll be an asset when you start working with agencies
A good marketing department should eventually aim to have in-house marketers who can outsource some of the more specialised tasks to an agency. It streamlines the whole process and frees up the in-housers to focus on bigger picture stuff.

So, hiring a former agency marketer can pay dividends when your company starts working with agencies. After all, they can help smooth and improve communication, because they know and understand how agencies work.

This is unlike those used to working only in-house, who typically don’t get truly understand the complexity of the challenges that agencies face.

So, having someone with this background can bridge the gap, improve the relationship and ultimately enhance the quality of work with external agencies, providing better transparency and communication. Basically, a former-agency hire can help make the whole process more efficient.

They’ll relish the chance to see projects through to the end
Something that plagues former agency employees in the marketing sphere–specifically those who previously worked at market research agencies–is the assumption that they can’t see a job through.

In short, clients believe that they lack end-to-end ownership.

For example, if you’re working with a data agency they provide lots of information and insight but, ultimately, it’s the company that decides exactly how to run with it. Which is true.

But, if you were given the chance to see a project you’d put in motion through to the end, in a more hands-on way, wouldn’t you leap at the opportunity?

So would many former market research agency hires.

 

Have you hired a one-time agency marketer?

How did it go?

Or, are you still on the fence about doing so?

Let me know via email at alex@vertical-advantage.com or add me on LinkedIn and we can chat!

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In 5 Minutes, I’ll Give You The Truth About THE 10,000 HOUR RULE

Practice makes perfect.

It’s a phrase we’ve all heard before. I’d go as far as to say it’s a phrase we’ve all said before, whether to ourselves or a frustrated friend in need of a somewhat superficial boost.

However, I doubt that any of us have made quite as much money from the idea as the Canadian writer Malcolm Gladwell.

It was his book, Outliers, which originally helped popularise a snazzier sounding version of ‘practice makes perfect’ back in the dark days of the recession: The 10,000 Hour Rule.

It certainly has a certain buzzword-y ring to it.

The idea behind the ‘10,000 Hour Rule’ is that deliberate, sustained practice in one specific field plays a crucial role in becoming an expert in that discipline. And since the book was published in 2008, it’s been used as a go-to theory on the sacrifice it takes to be successful.

But it’s not quite that simple.

K. Anders Ericsson, the Swedish psychologist behind the original study which coined the ‘10,000 Hour Rule’ believes Gladwell vastly oversimplified the theory, something Gladwell himself now recognises.

Quite simply, practice alone just isn’t enough nor does it exist in a vacuum. (A.k.a. There are other factors at play.)

Ask anyone who spent thousands of hours kicking a football about as a kid, yet failed to become the next Beckham.

Yet Gladwell’s thesis is actually much more nuanced than the fairly broad-strokes ‘10,000 Hour Rule’ implies.

He actually spends a large portion of the book highlighting an array of other factors which play a part in the development of what Liam Neeson might call ‘a very particular set of skills’.

Factors like access, privilege, cultural upbringing, and race, to name but a few.

Cool.

So, if practice doesn’t make perfect…what does?

As recruiters and talent developers, figuring out an answer to that certainly wouldn’t hurt.

Environment might be more important than racking up the hours
Nurturing talent is about much more than simply giving someone a ton of responsibility and letting them crack on. Practice (alone) doesn’t make perfect, nor does it exist in a vacuum, remember?

A lot of the time the first port of call is to tag ‘Digital’ on to someone’s job title and hope that suddenly makes them an expert. Unfortunately, without the relevant budget, training, technology & measurement of performance, the development or true specialists who understand an ever-changing landscape is going to be severely limited.

That’s not to say that giving a new recruit time to get to grips with a role and allowing the natural learning curve to play out is necessarily a bad thing. (Although, do keep in mind that racking up 10,000 hours will take about five working years.) In fact, it’s crucial. But it’s also not the only thing.

Expertise cannot develop without passion
Think back to your maths lessons at school (delete as appropriate, leaving behind the one you hated the most).

You might have put in plenty of hours in those lessons–although maybe not quite 10,000–but do you remember Pythagoras’ Theorem? Shakespeare’s soliloquies? The Spanish for anything beyond ‘dos cervezas, por favor’?

In short, without passion for a topic, no amount of practice time is going to turn you into an expert.

The same logic is equally applicable to employers trying to find talent to be nurtured.

In an ever-changing landscape, previous experience (even 10,000 hours of it) quickly becomes redundant if the desire to continue learning disappeared 8,596 hours ago.

So, when searching for digital & eCommerce talent for FMCG businesses, the intersection of experience between skills and sector is still relatively small, so taking a broader view than square pegs for square holes is crucial.

Without these traits, all that practice may amount to nothing than more than banging your head against a digital brick wall.

Think of it this way: 10,000 hours + passion x environment = someone on their way to success. All you have to do is find them.

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It’s time to bring dirty talk into the office. Here’s why.

Dirty talk needn’t stay between the sheets. It’s also time to bring it into the boardroom.

Although, admittedly, the dirty talk I’m thinking of probably isn’t the type you’re thinking of. (That would be, uh, a recipe for a lawsuit, to say the least.)

No, my dirty talk is all about addressing the elephant in the room.

But first, some context.

In my previous role as MD of a private equity-backed business, I had the pleasure (and pain) of working with an incredibly astute Investment Director.

He knew little about the inner workings of a recruitment business day-to-day but was all over the commercially savvy business decisions.

He had little time for excuses and never held back when it came to cutting right to the core of any perceived issues.

In operational or board meetings (which, luckily, he didn’t attend regularly), he felled those elephants in the room like a ruthless (but perhaps ethically-questionable) poacher.

He would ask the ‘dirty questions’ in meetings. He only dabbled in dirty talk, if you will.

While doing this made him few friends, it always ensured any issues–or even potential issues–were addressed up front.

Unlike the other kind of dirty talk, it wasn’t always fun–no meeting he attended turned into a glorified back slapping exercises–but it was highly effective.

That’s because boardroom ‘dirty talk’ involves asking the questions that others shy away from, the ones they’re afraid to ask.

One example that sticks in my mind from this particular dirty talking Investment Director were discussions around a key commercial metric: payout ratio.

In laywoman’s terms, a payout ratio is the entire staff’s gross salaries divided by the company’s gross profit.

Sounds boring, right? That’s because it is.

But if this metric was ever above 40%, our Investment Director would dissect it forensically and get right to the core of the issue.

Typically, a payout ratio above 40% meant that (broadly-speaking) senior team members were under-performing. The Investment Director had no problem with calculating an individual’s payout ratio, before deducting this from that of the overall business as if to underline his point about their slacking.

But what does this have to do with me?

Well, in recruitment we’re often brilliant at talking up the positives and glossing over the not-so-positives. It’s part of the job, right? It’s part of most people’s jobs, really.

But rarely does glossing over the tough stuff get you anywhere. It’s only when you tackle it head on that progress is made.

And following those meetings with the Investment Director, I always sensed we had made progress.

So, don’t be ashamed to talk dirty. Ask the tricky questions, because your business or team will be all the better for it.

And if you’re the MD (or, generally speaking, hold any higher-up position)? Prepare to field those dirty questions. Ask yourself the dirty questions in preparation. That way, you’ve got a better chance of identifying the solution before the problem truly arises.

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