Changing recruitment: the increasingly strategic importance of modern talent acquisition
Modern recruiting as part of talent management has evolved from a purely reactive approach to a strategic approach. For many companies, recruiting no longer only involves the targeted attraction of talent and the identification of skills and characteristics that fit the corporate culture, but also the integration of employee retention measures. This holistic perspective means that recruiting makes a significant contribution to strengthening the internal talent pool, increasing efficiency and building successful teams in the long term. This development makes it clear that recruiting and talent management are inextricably linked, with a particular focus on attracting and retaining employees.
New technologies and changes in the behaviour of employees and job seekers are placing companies under increasing pressure to rethink and adapt their approach to recruitment. Technological change in recruitment plays a decisive role in this. Methods were previously limited and confined to traditional job advertisements in newspapers. It now extends far beyond this. The introduction of innovative platforms, AI-aided tools and data driven analysis methods have revolutionised recruitment. Businesses are relying increasingly on digital channels, social media and online platforms to actively search for suitable talent and to appeal specifically to them. This process makes it quicker and more efficient to identify highly qualified candidates.
Reorientation in recruitment: current influencing factors
In order to recruit successfully in today's world, with an eye to the future, it is firstly important to understand how the world is changing in the context of recruitment.
- Where people interact with information, and how, is changing. Interaction with information has changed fundamentally in an era in which at least 76% of the workforce are looking for their next job on their mobile phones. This development emphasises the need to shape recruitment strategies that are not only mobile friendly but also offer a seamless and positive user experience. Today's world of work requires innovative recruitment with experience design at its heart. User journeys and the whole application experience are decisive, as skilled labour is not just mobile phone savvy but also used to an easy and appealing application process.
- Candidates are more critical and know more about us: Kununu, Glassdoor, LinkedIn and others let applicants obtain more extensive information than ever before about potential employers' corporate cultures, fringe benefits and salary opportunities. Increased transparency means that companies must instead cover the rising demand for authenticity and meaningful work internally and reflect more on the content of work and CSR.
- Technology is the new foundation stone for job descriptions. Consolidated job portals are gaining in importance and rely on compliance with technical requirements. The majority of candidates start their job search on Google. This highlights the need for a complex interaction between machine-readable design, search optimisation and targeted advertisement placement on the appropriate portals.
- Artificial intelligence is changing all our lives. Although current assessments of AI's influence on HR point to less revolutionary potential compared to other disciplines, AI should not be underestimated.
Specific recommendations
For forward-thinking recruitment, it is essential that the principles of buying and selling plus expertise from the fields of HR, marketing, communications and technology be combined.
- Data collection and generation must improve self-image and improve external perceptions: use tools such as Kununu or Glassdoor to analyse your own strengths and weaknesses compared to the market. Use tools such as Qualtrics to carry out a survey of candidates and existing employees to understand the current picture internally. User experience design and the employer value proposition (EVP) can be continually adapted and improved by continuous market monitoring and analysis of quantifiable key moments.
- Optimise technical marketing and segment candidates: the aim is to reach a greater number of potential candidates through effective SEO and targeted placement on niche job portals. As two-thirds of all job seekers start their search with Google, it is essential that a company's website is optimised for searches. One example of this is a Google search for a software developer job in Bern, which displayed a vacancy on the niche portal swissdevjobs.ch in first place. It is therefore necessary for a company's website to be optimised for searches and for it to use the right job portals to reach the target audience effectively.
- Use recommendations as first-round selection: the proportion of HR Campus employees appointed following recommendations is around 80%. Well-qualified specialists often have a network of equally well-qualified people. Tools such as Radancys "Employees recruit employees programme" make it possible to promote and simplify employee recommendations through gamification. Not only are a company's employees rewarded in the event of a successful permanent appointment, they are also awarded points for sharing jobs or simply making a recommendation. This increases the appeal of taking an active part in such measures.
- Optimise appeal and increase the conversion rate: studies show that the use of inclusive language in job descriptions can lead to an increase of up to 40% in applications from women. AI can help you in this context, with tools like Witty Works (browser plug-in), for example.
- Use your mobile and increase conversion rate: job descriptions that contain videos generate up to 30% more applications. If we consider that up to 60% of the infamous Gen Z is actively on Tik-Tok, it is clear that videos meet with great approval, especially where this generation is concerned. Companies that have successfully accessed precisely this niche are jobshot or PastaHR, for example.
- Demonstrate authenticity and corporate social responsibility through partnerships: authenticity and social engagement are becoming increasingly important to applicants. Down the years, charitable non-profit organisations have developed and maintained authentic and passionate communities that can provide access to highly qualified candidates. One example of this is women++, a charitable organisation that is committed to greater diversity in the Swiss tech industry. Targeted strategic partnerships with such charitable organisations can help to demonstrate not only authenticity and corporate social responsibility but also build a positive image as a socially responsible company. These cooperations make it possible for companies to actively exemplify their values and simultaneously contribute to social concerns, which can in turn attract interest from highly qualified candidates with similar values.
Summary and key messages
Sophisticated talent management that combines recruitment, development, performance management, remuneration and additional services facilitate targeted attraction, development and long-term retention of highly qualified talents. In view of the heightened competition for candidates and increasing technological complexity, greater reliance on the knowledge of other departments, such as communication, marketing, sales and IT, is indispensable for effective positioning with candidates.
At the same time, we can elevate ourselves above competitors through targeted use of new software solutions and values-orientated partnerships to better attract suitable candidates. This presents the opportunity to score in the competition for talents, not only with innovative technologies but also with clear values positioning.
Look forward to the next blog
After successfully concluding the application process, it is essential for onboarding to run smoothly to prevent the candidate immediately wandering off to the competition. In the forthcoming blog about onboarding, we will look closely at how sophisticated onboarding not only contributes to meeting the expectations of new employees but also creates long-term loyalty. We will introduce specific recommendations, from pre-boarding activities that generate a positive expectation to innovative approaches to making the first day an unforgettable experience.
To the blog:
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Sources:
- https://de.statista.com/infografik/12032/mobile-recruiting/
- https://www.talention.de/blog/kennen-sie-diese-zahlen-zum-mobile-recruiting
- https://www.mckinsey.com/~/media/mckinsey/business%20functions/mckinsey%20digital/our%20insights/the%20economic%20potential%20of%20generative%20ai%20the%20next%20productivity%20frontier/the-economic-potential-of-generative-ai-the-next-productivity-frontier-vf.pdf
- https://www.youtube.com/watch?v=bk-nQ7HF6k4
- https://www.icims.com/blog/how-google-begins-and-ends-the-war-for-talent/#:~:text=For%20over%20a%20decade%2C%20more,on%20Google%2C%20according%20to%20CareerBuilder.
- https://www.ziprecruiter.com/blog/removing-gendered-keywords-gets-you-more-applicants/
- https://hiring.careerbuilder.co.uk/hubfs/Resources/Downloads/Whitepaper_-_Peak_posting_performance.pdf
- https://www.insiderintelligence.com/content/tiktok-winning-over-gen-z-searchers
- https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/true-gen-generation-z-and-its-implications-for-companies
