We see and hear it every day. Every time we google, every time a candidate makes contact, every time we research a product to purchase, every time we visit a client’s site or are briefed on hiring a new leader, every time we catch up with a friend on Facebook. Recruitment has changed forever. And only those organisations who also see it, understand it and do something about it, will deliver their people strategy and thrive through the next period of talent shortages. So, what is it?
Much like most of the rapid changes that are occurring in our world, the single most important thing driving this change is information. The amount of data that is available and that can impact recruitment beneficially or otherwise is significant and growing at an unprecedented level. So how can you capitalize on this and position yourself for greater success?
First, understand what information is useful to your cause and how it can impact. Second, develop systems, tools, processes to influence how this information is gathered/ leveraged/ released. Finally, implement and review. Simple really, but actually it’s not! The challenge comes from the fact that recruitment models and the process of recruiting is a complex and multi-dimensional activity that involves many tangible and intangible variables.
The challenge comes from the fact that recruitment models and the process of recruiting is a complex and multi-dimensional activity that involves many tangible and intangible variables
Consider a candidate’s perspective when they are considering your organisation as their next employer. There are multiple channels that will feed information to the candidate and your hope is that this information is adequate enough and of an appropriate content to result in the development of a connection with this individual. Often, the first source of information is the candidate’s perception of your organisation through either the consumer (or marketing) brand or perhaps the employment brand. It may also be simply from driving past the office and seeing your company name on a sign out the front, or it may be from seeing a delivery truck on the streets. Whatever it is, candidates will generally have a perspective on your organisation (hopefully positive) before they have even considered working for you.
Candidates will also form an impression of an organisation from the position title, from the look of your advertisement, from the method of job application (simple email or well deployed use of technology), from the interview structure, interviewer’s description of the role and company and so on. Your ability to ensure that the right information is delivered to the candidate to ensure a positive perception is critical – and this is a core aspect of a well constructed, strategic recruitment function.
Your ability to ensure that the right information is delivered to the candidate to ensure a positive perception is critical – and this is a core aspect of a well constructed, strategic recruitment function
From here, consider all the information that you gather through your recruitment activities, and how they can assist you to improve your decision making and recruitment function and feed further into your overall talent management strategies: number of applicants, candidate perceptions (good and not so good) of your organisation, applicant drop off numbers & reasons, candidate specific data, internal applicants etc. Social media is a great too that allows access to massively rich sources of information, and so to are all your employees. Technology is also becoming increasingly more sophisticated and useful to assist recruitment – see McKinsey’s article on Big Data for further insight
Data is everywhere and how you use it will determine how effective your recruitment function will be. Embrace it and be rewarded!