Issue link: https://www.e-digitaleditions.com/i/73199
Recruitment Report Get With The Programme Attracting the next generation of talent isn't as easy as you think. By D. Zachary Misko Many companies and people have been impacted by economic strife during the last several years. Companies have been making workers redundant or announcing layoffs, shut-downs, and closings; therefore, for many, hiring has not been top of mind. In response to the reduction in active recruitment, job seekers began to more aggressively pursue openings on their own, filling online job boards and sites with resumes to compete for those jobs that were available. And, of course, technology and lifestyles have continued to evolve and change over time. How have you changed in the last two years? Has your company, recruitment strategy, and tools evolved to keep up? People today expect a different experience when applying or looking for jobs. They expect a much higher level of collaboration with potential employers (i.e., What is the process? What comes next? How can I check on my status throughout the process?). No longer is a candidate satisfied with posting and praying that they'll hear back. They expect it. An open and transparent process is important to candidates and goes hand-in-hand with the impact and attention social media has been given. People are much more comfortable with the internet and telling their story. Of course, one thing that no one has found more of is time. Candidates today are on the go and looking for ways to be more efficient, faster, smarter. The wireless world has profoundly changed how we recruit candidates. Technology continues to evolve faster than some of us can keep up. With new software applications, websites, and tools being launched daily, keeping up with what is new and what is considered "old hat" can be a fulltime job. Just think, five years ago people were excited to buy a navigation system to plug into their car and help them get from one destination to another. Today, that's standard. Who remembers the large server/computer rooms present in companies 30-plus years ago? Who remembers printers the size of small cars? Even desktop computers are seen less, with laptops, smartphones, and Blackberries taking over as the communication tool of choice. The supercomputers of today are in the palms of most people's hands. They expect to conduct business, connect with friends and family, and, yes, even apply for and learn about jobs on the go—on their hand held devices. Is your recruiting strategy built for this? Many people claim to be using all of the latest technology tools effectively. However, a closer look tells a different story. Today, only 47 of the Fortune 500 companies are using mobile marketing to attract candidates. [46] HRO TODAY GLOBAL | SPRING 2012 The evolution of social media has created a level of transparency that seemed taboo only five years ago. No longer does fear of placing information on the web predominate, as we see in comments and information people are willing to share in social media tools today. This has set the expectation for similar personal experiences on company websites. Candidates go there when applying for jobs to learn about culture, positions, and what employees currently working there have to say. Do people have a personal and fulfilling experience when they apply for a position with you? All of these things have really leveled the playing field. That applies to those with media and brand power, and also to individuals who simply have something to share in blogs about themselves, their skills, interests. That applies to those companies with large advertising budgets at their disposal, and also to people with $25 who purchase a webcam to brand themselves on the internet. The web has certainly opened new doors for people and contributes to how we live and manage our day. How can recruiters keep up with this ever-changing world? It's not easy, and technology alone isn't the answer to a successful recruiting strategy. A toolbox that contains the tools and techniques to effectively use a diverse number of resources is imperative. This includes technology, websites, job boards, social media, print, and networking, to name just a few. Having the capacity to be aware of and understand all of these tools can be overwhelming. It can be difficult to understand when to deploy which solutions based on the industry, location, and type of position. (I am surprised to find that so many people are still recruiting like it is 1980.) So the five-million-dollar question is this: Where is everybody? With more than 180 billion places to look, your guess might be as good as mine. The point is, we live in an attention economy, with so many people talking on the web, the phone, in the office, at events, on webinars, in blogs, on podcasts, etc. Are they listening to you? Does your recruiting strategy engage people to want to learn more? Are you building relationships with candidates for today and tomorrow? If not, it might be time to stop and understand what you need to do (or change) to ensure that you are attracting people's interest—and that you're able to locate the best talent yourself. D. Zachary Misko is vice president of workforce strategy for KellyOCG.