Episode 163
How the Real World Meets the Digital World in TA with Salma Rashad
Siemens hires 40,000 people annually across vastly different markets and skill sets. Salma Rashad shares how decentralized teams, strength-based assessments, and strategic advisory—not rigid process—drive quality at scale.
Episode Key Takeaways
Most hiring managers are not repeat buyers. Analysis of 40,000 annual hires revealed that a tiny percentage hire frequently; the majority hire once every two to three years. This fragmentation means TA must shift from transactional support to active advisory, coaching managers through unfamiliar processes and emerging skills strategies they’ve never encountered before.
Strength-based assessment flips the interview dynamic from screening-out to screening-in. Rather than starting with CV keywords and hunting for gaps, candidates complete a strengths assessment that becomes a gift—a development report they keep regardless of hiring outcome. NPS scores improved measurably, drop-off rates fell for competitive talent segments, and hiring managers began asking different, more constructive questions.
Salma advocates for segmentation over standardization. A global organization with diverse business units, geographies, and skill markets cannot execute one hiring model. Instead, unite teams around a shared North Star—exceptional candidate experience, quality, speed—then let execution vary by market need. Pilot, test, learn, and scale what works globally.
Authenticity in employer value proposition is now table stakes. Transparency, social media, and candidate activism around climate, sustainability, and corporate values mean companies can no longer promise and underdeliver. Only a strong, lived culture attracts and retains talent in this environment.
The advisory role requires upskilling TA teams and enabling hiring managers in parallel. Partner with L&D to map critical moments—like recruitment—and deliver learning bites and process nudges that guide managers toward Siemens standards without rigid prescription. This is how you embed consistency across decentralized operations.
Frequently
Asked
Questions
How do you scale hiring across different markets and business units without losing consistency?
Define a shared North Star—exceptional candidate experience, quality, speed—then allow execution to vary by market and business need. Use pilots and data (NPS, drop-off rates) to identify what works globally and roll it out as a standard. Decentralization brings advantages if united by philosophy rather than rigid structure.
What is strength-based assessment and how does it improve hiring?
Candidates complete an optional assessment revealing their top strengths. Hiring managers use this to frame interviews around what candidates bring, not what they lack—shifting from screening-out to screening-in. The assessment report becomes a gift candidates keep, improving NPS and reducing drop-off in competitive talent markets.
Why is TA advisory more important than ever?
Most hiring managers are infrequent buyers—many hire once every two to three years. They lack experience with emerging skills, technologies, and strategies. Without TA advisory on hand, organizations miss critical hires. TA must upskill teams and enable managers through learning partnerships and coaching, not just process automation.
How does employer value proposition affect talent attraction in 2025?
Candidates now have transparency into company culture, values, and stance on sustainability and social issues via social media and review platforms. Authenticity is non-negotiable; companies cannot promise and underdeliver. Only a strong, lived culture attracts and retains talent in this environment.
What role does AI play in future TA strategy?
AI is shifting from a productivity supercharger to a tool for innovation. The narrative has moved from ‘AI will take my job’ to ‘How can AI help me do my job better?’ AI is not a one-stop solution, but when paired with human advisory and strategic TA capability, it frees teams to focus on candidate experience and differentiated partnership with the business.