Leave Your 2016 Baggage at the Door and Start Fresh in the New Year
At last, 2017 has arrived. The new year is an opportunity for optimism and innovation in terms of how to recruit quality talent, whether you are hoping to turn things around, bring a new perspective to your recruitment marketing strategy, or build upon your 2016 success.
The 2017 job market appears robust, but realizing the full potential of that market is as challenging as ever. Consider the thoughts of Andrew Chamberlain, the chief economist at Glassdoor, as told to Staffing Industry Analysts:
“With record numbers of unfilled jobs, historically low unemployment and rising pay, America’s labor market is one of the strongest in decades. In many ways, 2016 was a landmark year for hiring. However, technology and automation are changing the way we work forever, creating both opportunities and challenges for 2017 and beyond. In this environment, the future of jobs, employer branding and recruiting is top of mind for job seekers, employees and employers.”
A fresh perspective on how to recruit is advisable, maybe mandatory, in 2017. Recruitment marketing is rapidly evolving; companies that hesitate to keep up with the changes will find themselves chasing the competition instead of the other way around. Here are some considerations for achieving that fresh perspective in the coming year:
New Tools and Technologies
No discussion about how to recruit in the future can be made without talking about technology. Talent leaders are investigating and adopting new solutions that support and revitalize recruitment marketing practices. Here are three examples of the technology that will be making waves in 2017:
- Culture assessments: Understanding employee needs—and discovering what employees think about their jobs and managers—should contribute to your recruiting strategies. Guessing at the information isn’t enough: Hard data, in the forms of culture assessments and other feedback methods, should be collected.
- Interstitial ads: An interstitial ad is a webpage or popup that appears when you click on a link but before the destination is called up. For recruitment marketing, interstitials’ potential is impressive. Through an employee advocacy solution, workers post third-party content to social media, and when others click on the link, they see an ad reinforcing why your company is a great place to work. Early returns on interstitial ads show an 8.5 percent clickthrough rate—achieved cost-effectively and without creating original content.
- End-to-end solutions: Recruiting departments may implement and maintain multiple solutions from multiple providers—and cross their fingers that all the software plays nice together. Unfortunately, these disparate solutions often do not collaborate as well as hoped; for example, the data generated from your sourcing software may not import into your ATS, or your CRM isn’t compatible with your onboarding solution. Increasingly, providers are addressing this conundrum by offering an end-to-end solution that allows recruiters to seamlessly manage and intertwine every step of the hiring lifecycle.
It's All a Numbers Game
How can you scale your hiring program and develop strategies on how to recruit if you don’t know which of your efforts are successful or stagnating? You simply can’t, which underscores why today’s talent acquisition and recruitment marketing tactics are ultimately a numbers game.
Recruiting departments must gain authority and positioning through careful evaluation of what works and doesn’t work in terms of hiring metrics. Analytics across all your channels will be important in 2017. Let the numbers (which, thanks to the latest technology, are easily attainable yet more advanced than ever) guide your strategies, and be ready to adjust if the data isn’t showing the results you were hoping for.
In 2017, talent acquisition leaders will continue to streamline modern recruitment processes. Again, the goal shouldn’t be just improving your ATS or onboarding, but rather, increasing the effectiveness of the entire candidate lifecycle. Give your team the means to engage candidates and create the best experience possible for the talent you are striving to bring into your company.
Putting candidates first empowers recruitment professionals to interact in ways not possible a decade ago (and, frankly, in ways required in this job market with this workforce). Forget about time to fill and number of applicants, and instead focus on quality of hire and the overall candidate lifecycle.
Technology, analytics, and focus combine for a powerful approach that can propel your recruitment marketing through 2017 and beyond. But this combination will work only if you are proactive in applying and embracing the approaches described in this post. Identify gaps in your candidate lifecycle and take steps to fill those gaps. Listen to what candidates are saying both before and after hire. Don’t discount the importance of your employer brand. Outstanding candidates are out there—they aren’t necessarily difficult to find, but you can’t sit back and wait for them to come to you.
What changes do you see in store for 2017 with how to recruit the best talent?