Career encyclop intro & media proposal Dec 2014

Media presentation and

communication proposal

The author

In 1990 hvg (the most prestigious economic weekly, AKA the ‘Hun-garian Economist’) made the first exclusive interview (’Answers the headhunter’) with Pintér. In the late ’80-s and beginning of ’90-s the author also had a lot of appearance in various foreign media (e.g. New Zeeland TV, South-African TV, The Guardian, Dallas News, Journal de Genéve etc.) talking about the political-economic transition in East Europe. He also gave numerous interviews in the Hungarian media as well about the new HRM issues and executive search.

Mr. Zsolt Pintér, Hon. Professor of ’HR and Career Management’ at the Pécs University is already 25 years one of the best-known executive search consultant (‘headhunter’) and career advisor in Hungary. His career advises in the press (‘corres-ponding career-columns’) and the internet, his radio and television programs, films help a mass of people to plan their career and give them practical job-hunting tips.

In 1989 Pintér founded with his wife the

first executive search firm in East Europe

MANAGER CONTACT EXECUTIVE SEARCH LTD.

Antecedents of the book:

1991-96

In 1991 ‘Hungarian Cash-Flow’ asked Mr. Pintér to prepare a one-year long series of jobsearching tips. Between 1992-94 the author led the first career-advising correspondence column in the Hungarian version of Swiss Ringier’s ‘Cash’. Bet-ween 1994-95 the ‘Headhunter’s tips – career advises’ had been continuing in ‘Népszabadság’ (the leading nationwide daily). That time Pintér started his first morning TV program in the MTV called ‘Job, chance, career’. Between 1994-98 Pintér also had been leading a program ‘Call the headhunter’ in the Radio Danubius (the first commercial nationwide radio in Hungary). Since then he remained the career-columnist in 12 county daily newspapers, several commercial radios, TV-s and popular magazines.

In 1995 at a Reader’s Digest

private party Pintér met the MD

of hvg, who requested to sum

up the headhunter’s advises in

a book, which was first publish-

ed in 1996. hvg republished it 3

times between 1996-2000 and

the ad of the book had being

appeared each week in the

journal on 1/1 colour page

during 4 years. That time the

quite high price positioned the

book highly, targeting the

readers of hvg: the then 35-45

years old highly qualified exe-

cutives, the affluent opinion

leaders.

2001: refreshed book + CD

Between 2000-2001 the book was out of stock and has been republished only since June 2001 by

Publishing House together with the interactive, enter-taining, multimedia CD prog-ramme made of the book.

2003: new title –

new editing

Since 2003. the book is being printed in all on matt art-paper, which from the one hand makes B&W text yet well readable (does not glitter!), but allows colour pages appear wonderfully. From the other hand allows binding of the 400 pages book in acceptable thickness (35mm). Dimensions of the book (160mm x 240mm) can be compared realistically with other objects on the right!

Distribution

During 3 years hvg

sold 6,000 copies of the

then far not cheap book

so that it was not

available in shops, but

only could be ordered

by ‘HVG coupon’.

The new publi-shing house follow-ed a quite aggres-sive and dynamic sales and marke-ting strategy: agreed with 100% of book distribu-tors, library supp-liers as well as col-lege text-book dis-tributors and also the university and college student service providers. This strategy en-sured 100% book-store coverage.

Target group

Horton Books also applied wide-range POS marketing

activity which is usual in FMCG, but was uniquely new in the

book industry: transparent plastic cash-handing plate, card-

calendars, leaflets and so called ‘woblers’ (stickers bending

back from the shelves) all with the ad of the book. 10.000-

12.000 fresh graduates of 12 universities and colleges gets the

book each year. Total sale:

10.000-12.000 copies/annum

Compared to the first 3 hvg publications in 1996-2000, the target group has been differentiated during the last 20 publi-cations: primary reading public is the 26-34 years old highly qualified affluent opinion leaders, and decision makers.

the 22-28 years old ambicious, career-

oriented young jobhunters graduating

from various universities/colleges has

been remained as important target group.

Targeted media appearance

530

colour pages

Alternative

’Super Brands

of Hungary’

70 companies

out of ’Figyelő

Top 200’ are in!

75% of

automotive-contract

manufacturing

companies

65% of

pharmaceutical

60% of petro-

chemical firms

40% of FMCG

firms; 45% of

financial and other

services

We provide free of

charge the appearance

of our advertizers in the

English version of the book

serving as basis for the East-

European (Czech, Slovak,

Polish, Russian etc.)

translations expected to

publish in the second

half of 2014.

Communication opportunities

Online

Book

Ads and advertizers of the book automatically, without any further cost, appear on the highly popular among jobhunters website of the book (www.pinter.hu). As regards the popularity on the Net, it is enough to say, that if you write into any ‘search engine’ the words ‘fejvadász’ (headhunter) or ‘karrier’ (career), 9 out of 10 results refer to this site.

4 ’theme-oriented’

blocks with ’corporate image’ ads

www.pinter.hu

’To whom it’s worth to pay

attention’ block with ads supporting HR external PR

’Prominent pages’:

first and last double covers and prominent inner pages

Prominent double cover pages

HONDA Hungary

New Honda CR-V

Last outer double pages SAMSUNG HR image

VODAFONE HR image

SCHIEDEL Chimney

Corp/product. Image

First inner double pages

Last inner double pages

First outer double pages

Prominent inner pages (I.)

Pages separating passages (4)

1st

passage of jobhunting (page 15)

HÖRMANN

Garage doors

GORENJE

IQook hotplate

2nd

passage

of jobhunting

(page 87)

4th

passage of

jobhunting

(page 291)

3rd

passage of

jobhunting

(page 199)

ACER

notebooks and tablets

MAMMUT

Mall

Prominent inner pages (II.)

Inner covers and separating pages

1st ’inner cover’ (page 5)

HEREND

porcelain

1st

cover of

’Contents’

WINDOWS

Phone

Last cover of

’Contents’

MOL

Oil Corp.

NIKON

Last ’inner cover’

(page 509)

Prominent inner pages (III.)

SONY

PS VITA

Game console

Page before

’Foreword’

TOSHIBA

Portégé Z930

Ultrabook

Page before

’Introduction’

TEVA

Pharma HR

T-COM

HR

T-Mobile

LTE 4G

Prominent page

before ’Acknowledgements’

Prominent inner pages (IV.)

SUZUKI

Swift

Double page

before ’Potential

elements of the...

NINA RICCI

watches

Page before block ’Potential elements

of the compensation package’

Double page

before ’Potential

elements of the...

ELECTROLUX

vacuum cleaner

Double page

in the Centre

of the Book NAUTICA

watches

Other prominent inner pages

BAUMIT

rendering CREATON

tiles HUNGUEST

Hotels SPAR

HR

Theme-oriented blocks

RAIL CARGO

Hungary

I. Education, further education,

business schools, language schools

There is the 1st theme-oriented block with

the most prestigious educational institu-tions after the page 160 of 5

th Chapter

(’What do I have to acquire yet to be more successful?’) comprising economic-busi-ness education, MBA Schools, IT courses language schools, etc.

Microsoft

Office 365 Corvinus

University PTE Pécs

University DE Debre-

cen Univ. Pannon

University

II. We recommend for image-building

There is the 2nd

theme-oriented block after the page 252 of 9

th Chapter (’The job

interview – the first impression: image-building’) comprising prestigious brands in dressing (coats, suits, shoes etc.), accessories (watches, pens, bags, calendars etc.) and cosmetics.

Montblanc Meisterstück

Montblanc parfume

GIUDI Italian leather

ORSAY ladies’ fashion

VOGUE

optical frames

Austrian

Lang. Inst. West-Hung.

University DUF College

Dunaújváros Szeged

University Szent István

University

BRAUN Silképil 7

Luxurious

smartphone cases

CHRONOS calendars

VASS hand-made

shoes

BARNOFF

Haute couture SEIKO

Sportura VOGUE

optical frames

PARKER Ingenuity ARMANI

Essenza

III. Recommended venues for business

lunches/dinners and accessories

BOSCOLO New York Palace

Château TELEKI

GUNDEL Restaurant

There is the 3rd

theme-oriented block after the page 280 of 9

th Chapter (’The job

interview – special interview venues: lobbies and restaurants’) including fashionable and trendy restaurants and accessories (wines, beers, mineral waters, juices. cheeses etc.)

SELECTED, EXCLUSIVE CIRCLE!

FOTEX-

VISION Opticians

There is the 4th

theme-oriented block after the

page 319 of 11th

Chapter (’The job offer and

the salary negotiation’) comprising the ads of

mobile SMARTphones, mobile carriers, cars

and motorcycles, note-/ultrabooks, tablets and

incentive travel services, IT/Internet products

and services.

IV. Potential elements of the compensation package

Château TOKAJ

Radisson Béke

OLIVE’S Restaurant

Château THUMMERER

RIVALDA Restaurant Buda Castle

Château VYLYAN

WATT

Energy Drink

WASABI Sushi & Wok

Restaurant

FUJITSU Lifebook

YAMAHA SONY Xperia Z1

PHILIPS

LED TV

SMARTSHOP GPS, tablet

ASUS Transformer

Book Trio

LEXUS

Buda PHILIPS

Electric Shaver DANUBIUS

Hotels

HTC One

HUNGUEST Hotels

ASUS Memo PAD

HONDA

STE-BA Pécs ALCATEL

Idol S

TENSI

Incentive Travel

VODAFONE Carrier Serv.

’To whom it’s worth to pay attention’

communications supporting HR external PR

At the end of the book is the biggest and the

most ‘theme-oriented’ block. Originally it was

called ‘Job opportunities’, but since most of

the ads has been communicating ‘corporate

image’ instead offering jobs, the title above

seems to be more appropriate serving as an

’Alternative Super Brands of Hungary’.

GE Budapest Bank

Brunswick

Generali Recruitment

Flextronics AXA Recruitment Borsodchem

Continental Eissmann FAG FŐGÁZ

Holcim Horton Int’l.

Search & Selection

Kludi

Novartis

Knorr-Bremse Legrand Manager

Contact

Search & Selection

Metro

NSN

Nokia-Siemens Network

MCI

Selection

Porsche

Hungaria RÁBA Raiffeisen

Bank

Sanmina SCI Sanofi

Hungaria Sió-Eckes

Granini Mercedes Benz

Manufacturing