Mark Peterson, Asia-Pacific CEO of media behemoth GroupM considers himself a salesman. He had an early exposure to the science of selling in the mid-80s working in the UK for what is now Clear Channel – an outdoor company selling billboards and bus shelter campaigns to media planners and buying departments. He believes that every business is fundamentally about sales. In GroupM, they are persuading clients to do things differently and that requires selling skills. He remembers David Ogilvy’s dictum; ‘ We sell-or else…’He feels creative agencies live and breathe the sales mantra but the media agencies have moved away from it.In essence, both are selling, in different ways.They sell creative works while we sell media plans

This was an important step in the selection process. The FMCG major Hindustan Unilever still resort to this selection tool to save time. Some companies have entirely eliminated GDs. It is believed GDs are not the best tool to agrees the character and values in a person. Besides, GDS are a high cost exercise. GDs are certainly useful when choosing candidates where oral communication is important. Instead, candidates can be asked to write a note on either a customer, technical or business situation they have faced. GDs have worked in the past allowing recruiters to observe a larger pool of applicants within a short duration. The better alternatives now available are simulated games, role plays and even the theatre. They offer better opportunity to judge group interaction; initiative, creativity and problem solving skills.

Group discussions work well when organisations are hiring in volume. GDS are not the best option when the hiring is for niche skills. Some candidates take longer to open up. Some have limited ability to stand out in a crowd. That does not rule out their knowledge or skills. The organisation might lose a potential candidate with great subject matter expertise.

GDs may turn out to be impersonal if not managed sensitively. They may keep away potential candidates from applying in future.

GDs are good for junior level selection with a large number of applications. As you go up to more mid-levels and beyond, GDs are not employed.