The global human resources market keeps up with other industries, changing and reorganizing fast enough. Personnel search strategies are continually updated, whereas the HR instruments used increasingly overlap with some other industries, effectively adopting their major features. It is no longer enough just to post an attractive job description and wait for applicants lining up for it. Not only the employer increasingly chooses an applicant from a variety of options but an applicant, in turn, is picking a job in this manner. It is obvious that a company, which promotes its own HR brand in the best way possible, gets the best employees.
The human resource management market promises to show a bunch of new trends in 2020. Some of these trends will have become things of the past, whereas others will become key trends of the future. But the staff search and recruit process will definitely become even more complicated.
Employees are the Company’s Main Asset
Creativity, experience, skills, and individual knowledge of people along with contracts, clients, and other useful links are becoming the greatest asset at the disposal of managing staff. Already, this can be commonly seen in the case of a variety of companies and industries.
This trend clearly had an impact on the changes in corporate values and culture of the company. Whereas previously only large businesses were more likely to show off their HR brand and prestige in front of job applicants, so today the aforementioned values have been transformed into a vital necessity to maintain a successful work process.
The influence of individual employees on the whole business, the importance of their skills and experience alongside the transparency of the vacancies have become significant for every business owner. Moreover, the business itself has developed a correlation model, which includes interaction between some financial indicators on one side, and the opportunity to recruit the talented applicants, a decent level of motivation, a higher sense of corporate culture on the other.
The world has become more dynamic. The employees cease to be fully dedicated to their employers at the same time. Alternatively, they are often monitoring the HR market is seeking better vacancies, even having a good job. This is because they want to get better job conditions, even if not to change a current job or up to have a safety school in case of dismissal, layoff, or worsening of working conditions.
The same can be said about business owners. An ongoing business regularly reviews the labor market, aiming to find potential good candidates, even if there are no open vacancies. The motivation remains still the same – at least to have a reserve of potential employees in case of resigning of staff members or at most to get better potential staff members than already hired employees.
The whole search process has been also amended. The vast majority of surveys show us that about 80% of applicants are starting to search for a new job with the help of Google. Thus, the company’s image and brand recognition began to play a key role a lot more. Such an incoming flow of job candidates has a great advantage for a brand with a high level of awareness since it is no longer need to spend extra funds to find new employees, who are about to find the company by themselves. And this channel is the most widespread among white collars, who are much more selective when it comes to employment.
That is what LinkedIn research indicates on this topic:
- 84% of companies believe that a strong and recognizable brand is a determining factor in making decisions and choosing a new place of employment amongst applicants;
- 84% of job seekers are thinking about to change a workplace in favor of a more identifiable company at that moment;
- 64% of applicants refuse to work for a company with a bad name, even if they are still unemployed.
HR marketing has become a self-sustained and confident trend. Interest, information search, and awareness – three factors help a company to develop the right positioning model on the market, aiming to encourage the best employees. The route that is progressed by the applicants has become much longer, but the results are usually more pleasant for both sides: the business owner creates his dream team, and the applicant gets an excellent job that really meets his criteria and requirements.
Let’s take a look at an ordinary applicant’s funnel:
- I’ve never heard of your business.
- I have heard about it, but I’m not really interested.
- Got to know you and got a little interested.
- He’s willing to examine the offer.
- Actively compares the offer with others.
- Becomes an employee of your company.
The level of marketing penetration into recruiting has reached its peak nowadays. The brand credibility and loyalty level have become more essential than the size of the company and its capitalization.
Referral Staff Members
This trend appeared in the IT industry and quickly became popular, and extremely effective, as it was in some other industries as well. Usually, people tend to trust the like-minded individuals or brands, so the same we can say about the staff members from other organizations. Therefore, management often asks their employees to recommend the company as a reliable employer, in return, motivating and rewarding them in any way. What’s great about a referral method:
- the quality of hired staff is increasing – most of the job seekers often experienced a sense of responsibility towards colleagues, who have invited them and also make positive decisions, as well as to show better work performance and stay in the company rather longer;
- not only HR managers are responsible for the search of new candidates, which generally increases the quality and level of recruitment (by the way, this technique was successfully implemented by Steve Jobs in due time);
- current employees are able to involve new potential (the most relevant) candidates to enter a company, knowing full well about the company’s culture, values, and the specific nature of work.
Modern technologies are increasingly interwoven into every industry by automating and improving their performance, so the HR market is not an exception anymore. A special role is given to artificial intelligence. In 2019, MIT Sloan Management Review together with Glassdoor had developed an interactive intellectual tool that can compare corporate cultures of more than 500 companies! The comparison is carried out based on key indicators, including a client-oriented approach, diversity, respect, cooperation, level of innovation, etc.
Probably, the artificial intelligence will be able to incredibly automate the HR departments so far, as well as significantly increase the quality of selection and depth of coverage of job seekers. The company’s managing staff will only have to closely follow the news and innovations, implementing the updated tools in time, rather than let their competitors do it before them.
Deletion of the Notion “Ex-candidate”
There’s no such notion at all, and there surely won’t be. The vast majority of candidates are starting to “move around” different companies at present. It often happens that the employee leaves his current job and goes somewhere else, but continues to work with the previous employer, and sometimes comes back to him. Companies have started to hold reserves from groups of applicants, needed to close some hot vacancies.
The phrase “We have kept your contacts and will contact you if necessary” is no longer a formal rejection. More often, both candidates and employers keep in touch and will surely return to each other in the future.
Using mobile applications to find a job is more frequent than ever. Today, about 80% of users spend more time with their smartphones than on a desktop or notebook. World Advertising Research Center is confident that by 2025, 72.6% of people on earth will have access to the Internet only via a smartphone. The company risked losing a huge cohort of candidates on the labor market if a business does not pay due attention to the search for employees through mobile platforms.
It should be noted that companies get a wealth of advantages utilizing mobile applications, including e-learning, cross-sections of social data, selection of applicants according to special algorithms, initiation into corporate culture, and strengthening the feedback with the audience. For what worth social recruitment, which has become one of the most effective HR tools of recent years. Indeed, users spend most of their spare time on social networks utilizing smartphones.
Predicting trends looking ahead is not as difficult as it seems, especially if you have been working in the same industry for a long time. But it is much harder to draw the right conclusions and to put them into practice in order to reap the benefits.