Recruiting for a Change in Culture

July, 2000
by Joyce Herring

Since 1901, the HEIL name has stood for quality, innovation and customer satisfaction. HEIL Environmental Industries, Ltd. (HEIL), a division of Dover Industries, offers a complete line of refuse collection vehicles that provide durable, productive and cost efficient solutions to meet clients' waste management needs.

HEIL prides itself on dependable service and training programs unmatched in the industry. After all, HEIL was building garbage trucks and dump trucks back in the days when horsepower really meant something. Much has changed since those early days but the company's commitment to service and quality has not.

Traditionally, sales and manufacturing goals have driven the company. However, the president, Glenn Chambers, recognizes that growth to the next level requires a focus on market segmentation, product planning and a strong distribution channel. This has prompted a lengthy search for a marketing executive who can lead this change.

"With this position, we are making a conscious effort to change our corporate culture from a successful sales-driven organization to a company that will focus on its goals from a marketing perspective with support from the top," explained Chambers.

A Partner for the Long Haul

To manage this tough recruiting assignment, HEIL turned to The Dalley Hewitt Company (Dalley Hewitt). In doing so, HEIL acquired a solid partner and change agent. During this search, Dalley Hewitt has contributed much more than qualified candidates. Rather, it has:

Assisted HEIL in defining an ideal candidate. The profile has evolved since the search began.
Helped HEIL come to terms with the need for this position. Change is hard and there has been some resistance to this transition.
Defined what it means to be market driven. It's been an educational process for both companies.
Built a relationship beyond the typical search engagement. This is a partnership requiring patience, endurance and persistence – on both sides.

Most search firms would have given up long before now. That's what makes Dalley Hewitt different. The company values relationships more than closure. Its philosophy is to build a partnership where Dalley Hewitt helps define the position and finds qualified candidates, and you, the client, determine who best fits your culture and specific needs.

"We feel we have a special and respectful relationship with HEIL built upon our honesty and forthright nature that allows us to engage them in the ups and downs inevitable in a long-term relationship," said Rives Hewitt, president of The Dalley Hewitt Company.

Along the way, HEIL has asked Dalley Hewitt to handle other searches. "HEIL now has a recruiting partner to manage multiple opportunities nationwide for a variety of high-level positions using a consistent message," explained Jack Danner, corporate director of human resources for HEIL. "The Dalley Hewitt Company is the only one we feel comfortable recommending to other firms."

Patience Pays Off

The search firm's flexibility and willingness to deal with ambiguity have been key success factors in the relationship according to Hewitt. "HEIL knew where it wanted to go but didn't know how to define the right profile. We helped them understand the real competencies and aptitudes needed. During the process we have gained tremendous admiration for HEIL in their effort to seek the best possible fit for a role so important to the future of the organization."

"It will be an exciting day when the Director of Marketing starts at HEIL but most of all, we have learned a great deal in the process about being patient and listening to our client expectations," concluded Hewitt.

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