Information is power. And for years, the information about companies and positions has been highly controlled and purposefully hidden. Candidates had few sources of information about the open positions, the company’s vision and its culture, let alone about the compensation and benefits, employers were willing to offer. The balance of power between the employers and the candidates had been favored towards the employers.
However, with the advent of globalization and the tremendous increase in the real-time streaming of information via different social media platforms, candidates today have more power than ever before because they have more information. Thus, they can now make more informed decisions.
To ensure steady recruitment of such highly-skilled candidates, businesses have to be smarter. They need to share more information about their company’s vision and what it is like to work in their organization. They need to create a powerful and meaningful dialogue with candidates in order to yield better quality hires.
Here’s a closer look at the query of how to recruit employees effectively in the Human Age:
Some companies reject information sharing and transparency based on the fear that they will lose their competitive advantage in the case other companies duplicate them. In today’s market, this is incredibly short-sightedd. This reluctance towards enhanced transparency impedes companies from building their employer brand in the long run and doesn’t allow them to use all the weapons in their arsenal.
The rise of the well-informed candidate suggests that organizations need to think about the way they spend their marketing dollars in a more holistic manner. By targeting candidate messaging, organizations can not only ensure better quality hires but can also reinforce their consumer brand simultaneously.
Today’s candidates are looking for information that resonates with them and with their circumstances. They want to have career conversations where and when they want. Throughout the job search process, they seek information in a variety of areas, which is good news in some cases. But, it also leads them to find information in places that are tough for employers to control. Applying these considerations, organizations can hire the right talent at the right time:
As the competition for candidates intensifies, employers need to build talent communities and increase the frequency of communications with their talent pools. To capture the attention of the right candidates, companies need to push more information towards applicants than ever before. Communications that showcase the company culture, its values and other aspects of the employer brand need to be increased substantially.
Fortune 500 companies are increasingly devoting portions of their career pages to interest specific job categories such as engineers and marketing professionals. This personalized content can be utilized to build stronger relationships with hard-to-find talent by demonstrating an understanding of their unique interests and needs.
Most candidates consider company websites to be the number one source of information about the company’s brand. Employers must recognize the importance of the content on their website and the potential of their HR portals to build their employer brand and increase access to the information that candidates are seeking.
Global Candidate Preferences Survey data reflects that employer review websites (E.g.: glassdoor.com, careerbliss.com) are gaining importance as credible sources of information about an employer’s brand. Thus, given that these websites are here to stay, HR executives need to be aware of what people are saying about their employer brand – both positive and negative. Ideally, engaging with these posts in a positive way can help potential candidates spot posts that are simply false or not reflective of the company’s values.
Companies are keen to employ the best talent which often means recruiting passive candidates. Transparency is key to recruiting such applicants. To meet the information expectations of these candidates, employers need to be more open towards sharing information about their company. Being well-informed reduces the risk factor associated with a job switch and ensures the candidate that they are moving from their current job to something better. Companies need to implement newer methods of conversation such as:
In some markets, compensation information for particular roles has been publically available for years. In countries without such transparency, the anonymity of the Internet has made it a safe place to share company and salary information in ways never before possible. Hence, it is becoming harder to keep employees (and potential employees) in the dark regarding average industry compensation levels.
Millennials are also consistently working to erode pay confidentiality policies. Therefore, it is crucial for companies seeking to attract millennials to develop salary transparency policies as a part of their corporate culture.
It is recommended for companies to engage potential candidates prior to the application submission. Using chat functions to encourage potential applicants to ask questions from current employees is an effective way to do so. And since current employees rank as the number one source of credible information about an employer’s brand, the chat function is a simple and relatively cost-effective way to increase exposure of employee brand ambassadors.
While training and guidelines should be implemented to guide the employees selected to participate in this process, it can be an excellent way to engage with candidates and provide them with accurate, real-time information about a company or the position. Open forum chats on Facebook can also provide a way to impart information in an authentic way.
The bar has been raised for social media content today. Text only posts and stock photos no longer grab a viewer’s attention. The use of dynamic content, such as animation and video ads is becoming commonplace on all social media channels and is more likely to drive engagement than text-only posts.
To gain the attention of in-demand talent, employers must adapt to this landscape. This points towards the need to be more creative in expressing your brand online. Content such as video job descriptions, a 3D company tour, employee testimonials and a dedicated careers YouTube channel, can dramatically influence a candidate’s perception of your company and your brand.
One of the best ways to ensure that candidates understand the employer’s value proposition (and vice versa) is to have them experience it first-hand. In Japan, social recruiting platform Wantedly does just that. Wantedly curates a group of companies that candidates can interact with during office visits, workshops, mentoring groups and even weekend projects to better understand what it is like to work at their organization. Companies in other markets can take a powerful lesson from Wantedly: candidate “test drives” emphasize transparency and build strong talent pools of potential employees – lowering the risk of culture or skills mismatches in the hiring process.
Just as it is essential for employers to reach candidates in the right way with the right information, it is equally important for organizations to understand how they are being talked about and perceived on channels they do not own. Even though the control is limited, there is always an ability to respond and often, educate. Employing these tips, companies can monitor the buzz regarding their organization and transmit their brand in the right format:
The rise of social networks, employer review sites and the proliferation of media outlets in today’s 24/7 news environment means unfiltered information and opinions have the potential to go viral. Employer responses amidst this clutter of unverified information send a strong message about a company’s culture to all potential viewers: candidates, partners and investors.
They also help candidates engage in a more direct dialogue with those steering the business and driving corporate culture. And even though most responses will come from the HR department, it sends a strong message for response posts to come from a company’s senior leaders.
Throughout the recruitment process, reinforce and validate your corporate messages and aim to understand what the candidates have learned about your company through their independent research. Revisiting these messages reinforces the employer value proposition at multiple stages of engagement and assures the candidate that they have the information they need to make a decision.
Engaging in meaningful, face-to-face dialog with candidates can help companies set the tone for building this employer-employee trust. It can also provide HR executives with intelligence regarding the candidate perceptions about their brand.
Utilizing these strategies for re-orienting the recruitment process can help companies interest and engage better quality employees. For a greater insight on how to recruit employees effectively, consult our experts at Manpower today.
You can also refer to our complete report on the rise of the informed candidate to learn its implications for your company better