CEOs and HR leaders see talent as a major challenge to growth, so where should your focus be in 2014? Deloitte has just launched the results of a survey of 2500+ leaders in 90+ countries which reveals 12 critical trends shaping the worldwide human capital agenda, which they have grouped into three categories: Lead and Develop, Attract and Engage and lastly, Transform and Reinvent. Here ResourceBank focus on the four key trends we believe you should consider during 2014.
Recruiting will look more and more like marketing
Deep down, most of us know we should be proactively managing employer branding— but it all so often falls into the “important but not urgent” category. In a recent meeting with a client, we asked them what their priorities were, and their response was “to hire a new customer service team of 18.” This is a very clear target – when they accomplish it, there will be pats on the back and objectives ticked off. However, focusing on short-term hiring goals won’t make their jobs easier in the long run: they will have just as much work to do when they need to hire the next new team in the future.
2014 is the year that HR will make a strong move from recruitment to attraction. This could pose a challenge for some organisations, since it requires a different skillset and a new approach to recruiting. Rather than simply filling roles each year, companies will need to devote more resources to such items as defining messages and communication strategies that will generate potential candidates’ interest. They will also need to learn to separate their employer brand from their employer value proposition. Lets be clear, these are different – the employer brand is a translation of the EVP into a message that resonates with the designated target group. It may even have different iterations depending on the target audience. How will organisations know what engages theses audiences? That brings us on to the second trend emerging.
It’s all about data
As aspects of marketing become the norm within the recruitment space, there will be an increased focus on understanding the talent market or the “target audience.” In marketing, companies invest in data to help them understand their segments: what will get an 18-25 year old woman to buy a new product over one they have already tried and tested? What does this group focus on – is it money, brand association or maybe functionality? Market research data is analysed and focus groups are launched to discover differentiators that will make someone go from considering a product to actually buying it. The more data available, the better to ensure that the message will generate the desired results.
Many organisations are now hiring data analysts into their HR departments. When equipped with data, as well as the tools and training to make data simple to understand and actionable, HR will be able to make the kinds of decisions that will allow them to develop an employer brand that ensures long-term success for future recruitment campaigns.
A personal touch will make all the difference
Today, nearly everyone is embracing technology to help them do their jobs better, especially as we all try to do more with less. For most people, though, this has created a lot of noise — specifically, very high levels of email! To cut through this noise and allow your organisation to stand out, you need to offer the same personal touch that candidates have always needed. This is especially true for Generation Y as, despite their reputation for being a tech-obsessed generation, they are still choosing career fairs as one of their top communication channels for learning about employers!
However, if your strategy does not include attending these, there are plenty of other ways to achieve scale while also delivering the personal touch to potential new recruits. Consider how technology can help facilitate, rather than replace, a personal interaction. Technologies like virtual career fairs and information sessions are efficient ways to reach a large number of candidates, while also making them feel as though they are interacting on a personal level.
Go mobile to find the best candidates
Top candidates have lots of options, so they aren’t going to spend a lot of time trying to decipher your career website. You need to make it as easy as possible for them to learn more about your organisation and apply — and this means giving them easy access to your information via a mobile device. People do so much of their web browsing, research, and job-hunting on their phone or tablet, and you are guaranteed to lose the best candidates if your site is not mobile optimised.
The same goes for your application process. Which seems more likely: a passive candidate taking the time to complete a long application through an ATS, or a passive candidate applying with one click using their LinkedIn profile? Organisations that don’t anticipate the needs and behaviours of their candidates and make the process as easy as possible will miss out on some potentially great hires.
In summary, by investing in data, prioritising employer branding and using the right technologies to communicate it, your company can keep up with the emerging trends and ensure by doing you are set up for successful recruitment in 2014.