2014 Digital Recruitment Trends

Transcription

1 2014 Digital Recruitment Trends

2 Where are you at? Understanding how recruiting is rapidly evolving and the viable solutions available are crucial in defining the right strategy specific to the organization s employment objectives. Everything has shifted and is constantly changing! The onus is now on the employer to continually adapt in order to connect with the job seekers that they want to attract. The current and upcoming trends place you, as the employer, at the center of the seeker s research. Candidates are looking into your company long before they apply. They want to know who you are, your culture, your values, the lifestyle you offer, how you feel about your business and your customers; not just the positions available at your firm. You are a BRAND that they are looking to buy into. Making the relevant information that Digital Recruitment Trends

3 is specific to job seekers readily available is thus a priority. Furthermore, as an employer, you must consider a multitude of channels (website, social media, print, etc.) to reach the job seekers and how the content must be adapted to that medium. Monster has been monitoring the recruitment landscape as part of its overall mandate since it was first established in Through polls, research studies and expert panels, we have amassed an enviable depth of knowledge of both job seekers and employers. This expertise combined with the savviness of our many subject matter experts allows us to deliver recruiting solutions that help you save time, reach more candidates, and position your employer brand effectively amongst job seekers. The following paper was produced by Monster Digital, Monster.ca s Digital Agency. Our mission is to shape and leverage your Employer Brand and tell your story through inviting images, enticing digital destinations, engaging social media conversations, captivating videos and creative campaigns. This will make you stand out from the crowd, attract and become top of mind with the people that can contribute to your business success Digital Recruitment Trends 3

4 Employer Brand Digital Recruitment Trends Why do we always go back to Employer Brand? Because it is the foundation and comprises a long-term strategy. As your brand evolves over time, it needs to stay top of mind. In 2014, one of the main trends will be for employers to rethink their approach and view their future employees as customers. Creating a positive customer experience will attract the right talent to your team. It is not only about having a trendy employer site; it is about touch points and connections, about reputation and perception. Companies should create a candidate experience and recruitment process that makes job seekers feel as though they are your valued customers. Invite them to feel and live your culture, so even though they do not buy anything today, they will think of you in the future. If you ask the job seekers who are the employers in your field of expertise, would they mention your company? No? Can they name your competitors? Yes? Can they describe your company? The customer experience, defined and shaped through the employer brand, differentiates your company by leveraging your strengths. The strategy behind the employer marketing has gotten smarter and smarter. The use of multimedia channels, the differentiation in content, the messaging itself, moving from a job seeker to a consumer approach; all this is moving towards the same goal - understanding your company and selling yourself to the right audience. The employer brand will have an impact early on in the job hunting process. Similar to the purchasing behaviour, the job seeker will do some research to familiarize themselves with your company. They will then compare you with others, whereby both direct and indirect competitors can be evaluated. The next step involves validating the information through independent sources, friends, etc. If they have a positive customer experience throughout, they will have a logical and emotional inclination towards your company. They then declare their intention by applying for the position. A strong and clear employer brand also provides the additional benefit of reducing turnover as employees know your brand, understand your company, culture and values. They will know that this is the place they want to be.

5 Best Practices Treat Your Future Employees as Customers Invest in Internal Research Be Authentic 2014 Digital Recruitment Trends 5

6 Candidate Experience More Screens: More moments that matter Online sessions have become online lives, as people are constantly connected to the many web devices: mobile, tablets, PCs and more. Peoples needs change as they move from screen to screen, presenting both challenges and opportunities to employers. What distinguishes great employer brands is their unwavering focus on people on their needs, behaviours, intentions, wants. With constant connectivity comes critical new behaviours. People now signal the moments that matter to them, grabbing the device most convenient or functional at that instant. They also move seamlessly between devices sequentially, simultaneously, and interchangeably. Ultimately, in a world where screens are woven into our lives, there are more consumer-initiated touch points more moments that matter than ever before. As people persons, your job as recruiters is to win those moments. Based on Potential park s annual Online Talent Communication (OTaC) Study 2013, surveying 26, 876 individuals: Today s graduates are miles ahead of the employers in using career websites, social and professional networks as well as in their open mindset for smartphone usage. There is now an expectation that employers will be out there to communicate with job seekers and this, through multiple channels. How are you accomplishing this today? Offer a consistent journey to your candidates These days, the candidate journey has grown more complex. Before applying online, a candidate may engage with your employer brand through many different media channels over several days and weeks. Offering them a consistent navigation, an easy access to your corporate information, your social media conversations and of course, an efficient apply process is the best way to engage them with your employer brand. Engaged seekers stay more involved with the companies that respond in kind, i.e. adapting the message to the conversation in that media. Yet it's very challenging to meet their demands for engagement without fundamentally changing the rules of how most companies currently connect with seekers. Interestingly, there are growing indications that digital approaches such as location-aware apps can actually help unify the disparate channels, e.g. offline in-store presence which guides a seeker to the mobile career site or application Digital Recruitment Trends

7 Best Practices Responsive Design Diversity of Channels Consistency of Seeker Flow 2014 Digital Recruitment Trends 7

8 Social Media Channel Synergy with Differentiated Content The decision is no longer simply whether or not to be present on Facebook, Twitter, LinkedIn or other social networks. It is more important to understand how to properly leverage the synergy from these different channels to engage job seekers. Employers are now selecting their specific target groups and addressing them with different information, content, and in varying tones dependent on the social network. Differentiation will be even more important in order to provide a sustainable message that can adapt to a particular audience. The Rise of Visual Content Lately, websites like Instagram and Pinterest have rapidly increased in popularity. What do these sites have in common? Images. How does this relate to employer branding? When it comes to communicating messages about office culture and colleagues, work tasks, and the joys and challenges of working in the industry pictures and moving images are stronger than words. Employers are already adept at using videos across multiple channels, and videos are becoming viable options for applications, CVs and interviews. Social Networks: Your New Talent Pool In the traditional form of recruiting, companies would look to fill a given position at a certain time with a specific individual. Today, employers need to be proactive and build a talent pool of top resources from which they can hire when the time comes. Managers and recruitment teams must create, build and maintain strong relationships with potential candidates. This is best achieved by leveraging the numerous social networks that people flock to. By staying connected with the seekers, your hiring process becomes much faster and more efficient Digital Recruitment Trends

9 Best Practices Content Strategy Visual Content Talent Pool 2014 Digital Recruitment Trends 9

10 Mobile Job seekers are on mobile are you? The use of mobile has exploded and it shows no signs of slowing down. In 2012, mobile data traffic was nearly twelve times the size of the entire global Internet in 2000! Another startling stat is that by the end of this year, the number of mobileconnected devices will exceed the number of people on earth! Employers need an effective mobile presence to connect and communicate with job seekers today especially as 85% already use or would like to use mobile recruiting tools. Consider that 20% of all recruitment searches are now being made using a mobile device today. Employers are missing out on all of these potential interactions if they don t already have a mobile-enabled careers site. People are relying more and more on their mobile devices throughout the day. Most people cannot go a day without their cell phone it has become an appendage. People are turning to their mobile devices to search and apply for jobs. They also want to receive job alerts, track their application, get advice, hear what friends and employees have to say about the company, visit the full company website, etc. Companies need to capitalize on this trend by providing a positive job seeker experience in a mobile-friendly environment. This will encourage top talent to apply as opposed to driving them away. Furthermore, a mobile-enabled careers section enriches the employer s brand and reputation so that it can become top of mind with both active and passive seekers. Game on! Job seekers are using their mobile devices to quickly scan what interests them. How can you connect with potential employees and increase your brand awareness? HR professionals are turning to gaming to engage job seekers, especially in their efforts to attract more Millennials (18 to 27 years old). Why? Gamification increases website engagement by 29%, website commenting by 13%, and social media sharing to Facebook, Twitter and other networks by 22%. Companies are gamifying the recruitment process by creating fun, interactive, social games. These games not only serve to attract job seekers but also screen potential candidates as well as build a relationship Digital Recruitment Trends

11 Best Practices Mobile Site Offline to Online - QR Codes HR Gaming 2014 Digital Recruitment Trends 11

12 Your re not alone... New Technologies + New Communication Channels With the advent of all these cutting-edge technologies and tools, the number of communication channels has multiplied. This has not only increased the number of ways we need to engage with job seekers, but also how we communicate with them and the different types of content they expect. This applies across the board across all industries, all departments, including the Human Resources/ Recruiting group. Although the complexity has increased, so has the opportunity to connect with job seekers to fill positions and build a talent pool while promoting your employer brand. The current trends are clear and have been highlighted in this white paper. The challenge is in being aware of the solutions available and what options best suit your organization considering your recruitment needs, brand strategy, candidate behavior and communication channels (career sites, mobile, social networks, etc.). And how do you do this both effectively and efficiently in terms of costs and time? It s a lot to consider Digital Recruitment Trends

13 What should I do first? What mobile-enabled solution should I launch? What should the career site contain? How do I manage my digital presence across all the social networks? How do I produce a fun but professional video that will get traction? What type of campaigns will work best for the seekers I want to reach? How do I get my brand in front of the candidates? Hence the necessity for HR professionals to work with teams that have the digital expertise, experience, finesse and flair to develop a complete and coherent recruiting strategy to put you in front of the right talent. Future Trends We have already identified a few trends that will impact the recruiting world in an important way in the near future. Images remain very important. Employers should continue to deliver visual content that appeals to the candidates they are targeting while leveraging the technology platform and communication channels. Telling your story through images will keep you ahead of the curve. Companies should also look into leveraging the crowd trend through contests, collaborative communities, complementors and crowd labor markets Digital Recruitment Trends 13

14 The Foundry Monster.ca brought together a team of digital strategists and solution experts to create The Foundry. Our focus is to help recruiters and HR professionals across Canada tell their story, build and promote their brand, reach and engage with their ideal candidates while leveraging the digital solutions and trends to achieve measurable results. Our in-depth knowledge and years of experience help companies like yours develop a strong employment brand that reflects who you are as an organisation. This becomes the core of the targeted messaging that is created to engage the right candidates across the recommended media channels to create and build relationships with great talent Digital Recruitment Trends

15 Sources: The Foundry gathered data from a multitude of expert resources, research papers, statistical analyses, polls, and panels. For more information on the identified trends or to learn about our solutions, please contact us at MonExpert@monster.ca or Monster.ca Monster Canada (monster.ca) is Canada s leading online career resources portal - a bilingual, user-friendly site that is improving the employment and recruitment experience in today s competitive job market. Headquartered in Montreal, Monster Canada is part of Monster Worldwide, the leading global careers and recruitment resource online. With a local presence in key markets in North America, Europe, and Asia, Monster s expansive global footprint connects you to seekers in over 60 countries Digital Recruitment Trends 15

16 Monster.ca 2014 Digital Recruitment Trends