How to Revolutionize Exports? The Case of Estonia

1. How to Revolutionize Exports? The Case of Estonia Anu-Mall Naarits General Manager Marketingi Instituut

2. Estonia • Re-independent since 1991 • 45,227km2 (similar in size to Denmark or the Netherlands) • 1.34million (68% Estonians, 25 % Russians) • Capital Tallinn (403,000) • Estonian • Currency Euro (2011) • Member of EU and NATO (2004) • Member of Schengen zone (2007) • http://www.investinestonia.com/?internalUrl=whyInvestInEstonia

3. Key sectors • ICT and electronics • Transport and logistics services • Business and financial services • Industrial machinery and metalworking

4. Main economic indicators, 2010

5. GDP growth and inflation,2002-2010 Source: Statistics Estonia

6. A NEW training program to be launched

7. Goals for the new program • Increase export • Help companies to find new export sales managers • Decrease unemployment among graduates

8. The program • Recruit 25 new export sales managers to 25 companies • 12 month export training • Personal mentor • Study visits abroad

9. Requirements 25 export sales managers 25 export companies Min 640 000 euros export sales 20 - 250 employees Production or services Targets a new market Employs a new export sales manager for 12 months Or appoints a person from other position • Graduates • 1st or 2nd job • Fluent English, Estonian + 1 foreign language • Experience from abroad • Motivated to start sales career

10. Challenge to recruit 25 export sales managers 25 export companies …during 2 months or the program would not start

11. Strategy • Nationwide intensive media communication to maximize the amount of applicants • Group selections to speed the process up • Communicate clear course of actions to partners, get them committed

13. Challenge 1: Get enough applications

14. Media campaign • Intriguing name: Export revolution • Press conference • 80 articles • Advertising in central media • Mailing lists and networks • Social media • Telemarketing for companies

16. Results Export sales managers Export companies 67 applicants 35 qualified • 511 applicants • 189 qualified • 120 passed the language test

17. Challenge 2: Matching companies and candidates

18. Challenges • High risk decision for both parties • Candidates with no previous experience • How to know the sales potential of 120 candidates with almost no time?

19. Work fair

20. Schedule • 5 days pre fair access to CV-s / to companies’ information • 30 min pre-briefing • 1 hour 120 candidates meet the 27 companies • 30 min select up to 10 best candidates • 1 hour schedule interviews • up to 10 interviews 25+5 minutes • Selection narrowed to 4-6 candidates

21. Final selection • Managed by companies • Meetings in companies • Tests • Personal assignments • Group works • First 25 got into the program

22. Challenge 3: match companies and coaches

23. Matching with coaches • 10 coaches • 25 companies + 25 new export sales managers • Speed date 5 minutes meetings • combination based on their preferences

24. lessons learned

25. Key success factors • Media support created an image of VIP (Very Important Program). Meaningful name and “mission impossible” were well understood! • Extreme speed of recruitment sorted out the most motivated from both sides • Sense of competition increased speed of decision making • Daily internal communication with all participants • Passionate participants: companies, candidates, mentors, Marketingi Instituut, ITM Worldwide and Enterprise Estonia

26. Key learning points • Motivation, motivation, motivation! • Graduates’ the CV-s do not show their potential • Program was not for unemployed • Innovative recruitment strategy sets extremely high expectations to innovative training methods

27. 6 months later • 1 company quitted, 1 export manager quitted, 1 change of coach • All the others are very happy! • Export is increasingly popular among small and micro companies!

28. Thank you! Questions?

29. Top 6 export and import countries

31. Industrial Production