2018 has been a groundbreaking year for HR-ON, in many ways. The company has, since its beginning in April 2012, built a still growing foundation. In 2018 the acceleration of growth has been particularly noticeable. The number of customers using the system doubled and the staff increased by 12. At the same time, the company has reached a number of important milestones.
Three things in particular have characterised everyday life in the company; the introduction of GDPR, the start of a groundbreaking collaboration with LinkedIn and the launch of the new HR system, HR-ON staff.
“2018 has been a fantastic year. Everything we have been doing since the beginning, has really begun to fall into place. We are a truly unique team of employees, and the success is all thanks to the team” ,says HR-ON’s director, Ali Cevik.
The many years of continuous growth were also reflected in a Gazelle prize from ‘Børsen’ (Denmark’s leading business magazine).
2018 was the year of GDPR
The EU General Data Protection Regulation, GDPR, came into force on May 25, 2018. This had a huge impact on how companies can process the personal information that appears in people’s applications. HR-ON needed to adapt, so that customers could feel assured that they would not risk violating the rules.
“A survey we conducted showed that many companies were not ready for the new GDPR rules. Of course, we cannot get into every nook and cranny of your business, but it is important to us that our customers know that when it comes to recruiting and personnel management, they are in the clear,” Ali Cevik says.
The new GDPR rules have been a major challenge for many companies. But, with HR-ON, companies can be sure they stay within the lines when it comes to applications. The old-fashioned methods of sending emails across offices and printing documents left, right and centre, are simply not legal anymore.
First LinkedIn Partner in Denmark
In 2018, HR-ON was also the first Danish company to enter into an official partnership with LinkedIn.
The agreement with LinkedIn allows HR-ON’s customers to put their vacancies directly on LinkedIn. This way, the positions can be targeted to an unprecedented degree towards LinkedIn’s more than two million Danish users.
“There is, of course, a reason why LinkedIn chooses to collaborate with us, and so we are proud of the partnership. However, the most important thing is of course the benefit it brings to our customers,” says Ali Cevik.
Manage staff from the cloud
Since the beginning, HR-ON has been a recruitment system. However, it has long been clear that the next natural development step was to expand to a broader, complete HR system.
“Several customers were asking for an HR system that is as easy to use as our recruiting solution, and they made themselves available to develop it with us. This is why together we have made HR-ON Staff, which handles the staff administration from the first day of work, all the way until the employee leaves the company again,” says Ali Cevik.
HR-ON Staff provides a complete overview of from master data and on- / off-boarding, to anything else which falls under staff administration. On top of that, HR-ON Staff is also GDPR-secured for businesses.
“We are now looking forward to new exciting challenges in 2019. Major plans for next year include; getting HR-ON Staff out on the market and sharing the benefits of our LinkedIn partnership with even more customers. And of course we plan to help even more new customers to get a handle on GDPR in relation to their recruitment, by introducing and installing our recruitment system,” Ali Cevik concludes.
Redefine your recruitment strategy and take an omnichannel recruitment approach in order to create a memorable candidate journey.
The process of filling in a new job opening can be costly in terms of time and money. Recruiters have the challenge to find a candidate that masters the required skills, while fitting in the company culture. On the opposite side, candidates have challenges in finding the right fit for their career.
However, there is nothing more gratifying than the moment the process ends with a good match for both, recruiter and candidate.
The candidate journey
The candidate journey describes the road taken by a candidate that applies for a job.
As a recruiter you want to take into consideration all the touch points the candidate comes in contact with, and make sure you respond with consistency in all of them.
Step 1 – Awareness
It starts with the process of making the candidate aware of your company and your job openings. This stage is tricky to define. Because the active candidates might take the action to apply the moment they come in contact with your brand. For other candidates, it might take a lot of time and research before they make the decision to apply.
As a company, you are not in control as to which touch point the candidate first comes in contact with. But you can optimise you channels, so they are interconnected and your brand is omnipresent.
Delighting the candidates and give them a good and smooth candidate experience from the get go. This lets you develop relationships with your future candidates long before you will need them to apply for a job.
According to The Future Of Recruiting Study made by CareerArc, 64% of job seekers with a poor candidate experience would be less likely to make a purchase from that company. The bad experiences influence the present, but are also influencing their future consumer behavior.
Bad experiences also affect and influence candidates in other ways. The same study shows that 55% of job seekers that have read a negative review on the company decide to stop applying for the job. Having this information lets you take charge of your reviews, and the way you respond to them.
Step 2 – Consideration/interest
The second phase in the candidate journey is the consideration / interest phase. This is where the candidates gets converted into applying. During this phase the candidates have multiple interactions with your brand and employer brand.
Not all candidates will spend time to check you out and understand you company. However, around 69% of active candidates will take their time to do so. The candidates that are really interested in your company will do their research and try to grasp your culture from the available information. You want to meet them prepared and let your Employer Branding strategy charm them into taking the action of applying.
Step 3 – Application and hiring
The final phases in the candidate journey are application and hiring. The hiring process ends with these two phases. All the efforts taken in the initial phases will pay off when candidates need to take action and apply for the job.
All the previous phases will also determine the way they will apply. If they have a high interest in you, they will put an extra effort in their application, showing you how they are the best fit for your company.
For the candidate journey to be a successful and positive experience for all involved parts, you as a company can put in place a recruiting strategy.
Omnichannel recruiting strategy
Whether we are aware of it or not, omnichannel marketing is all around in our interaction with brands. This terminology is typically used in a marketing or retail sense. But why not be an innovator and apply this to the HR department?
The terminology, omnichannel marketing, means mixing all the touch points a customer goes through. Digital and interpersonal interaction and giving them a continuous experience.
Give the candidates a personalized and memorable experience across channels and devices, that align with your goals and culture in a form of flow of convenient interactions.
In a practical sense, it means that no matter the channel or touch point the candidate comes in contact with, their experience continues, rather than start over.
Think of it as of watching a movie on Netflix. You start on your tv, then when you open the app on your phone or tablet, and you can continue watching where you left off. This is exactly the kind of customer-centric approach you can use so that your company’s candidate journey. Make it as seamless as possible, while allowing companies to deliver a consistent and effective brand message. Thus aligning your recruitment strategy with consumer behaviour.
Consumer behaviour is influenced by a number of factors including marketing strategies, economic conditions, personal preferences and group preferences. Recruiters can tailor the recruitment strategy to optimise the reach of qualified potential employers and create a strong talent pool.
To sum up, think of all the touch points you have with your candidates and design a consistent communication flow, in order to give candidates a great candidate journey.
Your brand consistency represents the pattern of expression that determines the way your company is perceived by the outside world. So putting a extra effort in the way you present yourself will improve the candidates perception.
Social recruiting is extremely powerful for the current and future state of your company! Want to get a clear understanding on how to use social recruiting in your recruitment process in order to reach the best candidates, may they be active or passive?
Then this article is for you!
Online content gets consumed in increasing numbers each year. Actually, multiple social media platforms at once. With that in mind, one of the questions in HR-ON’s “Meet the team” section is, “What are the top 5 most-used apps on your phone?”. You will be able to see in the future posts that most of the people answering will choose them to be mostly social media apps.
Thinking about it, you can likely name 5 social media platforms without difficulty. The permanent usage of social channels has changed the way we interact with each other and has had a profound impact on the way we approach the job search process.
Job searching and recruiting continue to evolve alongside of numerous trends in the HR departments. Technological advancements, results from previous campaigns, competitor’s campaigns and predictions for the future are only few examples of influential factor in HR development. These are the factors that will mold the recruiting systems in the future years.
Progression changes direction and new innovative solutions might replace all the recruitment efforts we are working on today. Now, I am not saying it’s not important to be up to date, relevant and appeal to the different generations, but remember, to take a breath and find your own online voice and be genuine in doing so.
Looking back in time we see examples of influencers that were dead wrong about future trends. In 2007, when Apple was just in the beginning of developing a phone that acted as a computer as well, Steve Ballmer (CEO of Microsoft at the time) said ”There’s no chance that the iPhone is going to get any significant market share. No chance. ”
The time for websites that are not responsive is ending. Small and medium sized companies are getting on board and reaping the value of user centered designs, a trend which seems to increase every year.
Not to mention, a report made at Cisco that predicts that mobile data traffic will increase sevenfold between 2017 and 2022. Besides that, if looking at the accelerated evolution within the past years, the development doesn’t seem to stop at 2022.
According to Statista there will be nearly 2.9 billion users of mobile devices by 2020 so not having a responsive website will end up costing customers in the long run.
Interact with users and participate actively in conversations
People like to form a connection and get in contact with companies through dialogue. LinkedIn, Facebook, blogs and all other social channels serve as a way to peek into the lives of possible collaborators and future candidates for your job openings. Participating actively in meaningful and related conversations gives you access and can awake interest in passive candidates.
Now that we are talking about these specific candidates, what exactly is a passive candidate?
A passive candidate is a person who is not currently looking for a job, but has the potential of being the perfect fit for your company. They represent a big percentage of the workforce, in fact 92% of candidates would consider switching jobs if a company with an excellent reputation offered them a position. That alone should be a incentive to be proactive and start building a good brand reputation!
The passive candidates already have the stability of a job, though, so you will need will need to charm and make them want to join you.
You can do that with your social media marketing strategy and a focus on employer branding.
This is a significant and effective gateway in the pursuit of the passive candidates. A lot of magic comes with this buzzword and there is more to come. The influencer market has become quite saturated, and social media channels are battling fake accounts and people faking their real influence, so employer branding is becoming an increasingly relevant method of establishing a credible and trustworthy brand.
Ideally, your online reputation is flawless, you reach your audience with little effort, prospective clients and candidates can easily find and interact with your company and your best content. Now, the reality is that there is a long way to reach all of that and it is a work in progress.
Quality content that is tailored for your desired audience is a great way to start. Know your audience and optimise their online experience so that there aren’t any inconsistencies and confusing call to action in your digital footprint.
A 2017 study made by DemandGenReport shows that 75% of people said that the online content had a significant impact on their buying decision, so gaining their trust through quality content pays off in the long run.
Make a social media strategy that adjusts to your audiences behaviour so that you talk their language, without losing your brand identity.
Your presence on each social platform can differ, as long as your core values and identity is still represented.
It comes without saying that all the technical aspects need to work as in working landing pages, no errors and responsive design.
Use your employers networks
The chance is that you and your employees are connected through social networks to many potential customers and potential candidates. Tap into that potential and connect with the audience in a more organic way.
This can be included in your employer branding strategy, because your employers are your best asset and their networks may as well be a gold mine.
In order to have employers that are ambassadors of your brand, they need to be happy, satisfied and feel like they matter in your organization for their efforts to be genuine.
Empower them to be active socially, digitally and even encourage them to write about working with you on their blogs and give reviews of your company.
According to a 2018 study done by BrightLocal, 84% of people trust online reviews as much as personal recommendations, so covering both of those fronts gives you best exposure.
Make sure your employers know that you are open to them sharing and helping to fill in job positions and some even make it as an ERP -employer referral program- where there can come bonuses for referring to an excellent candidate that ends up being employed.
Show off your employees and your company culture, including that in your social media marketing strategy and on your website. Make visible the fact that you are proud of your employers and your work environment.
In this previous article we talk about the usage of video in recruiting qualified candidates and is a great opportunity in your employer branding and social recruiting.
Be mindful about utilising the power of social media, your own and your employers networks in order to get the best results in the recruitment process.
There is so much access to broad networks and information, so it is your and your company’s responsibility to use it to its fullest in your recruitment.