Cloud services, artificial intelligence, high digitalization. Denmark is ready to take the next step into the digital age.
No other country in the European Union is as far along with the digital revolution as Denmark. According to the latest figures from Eurostat, Danish companies are Europe’s most digitalised. Therefore, it is also predicted that Denmark could become the springboard for the revolution in digital recruitment, says Ali Cevik, director of HR-ON.
“It is becoming more and more clear to people that digitalization is not about making things less human, but rather about being able to look each other in the eye when it makes sense and let the computers take care of routine and administrative tasks,” Ali Cevik says.
In the study, Denmark outperforms the average on all 12 parameters for the degree of digitalization.
Recording routine work
In the field of e-recruitment, the digital revolution assists by automating all tasks as much as possible, so that the manual work is largely limited to writing a job post and taking the job interviews.
Everything from distribution of job postings to portals and social media, invitations to interview and even signature of the digital contract is handled with a click of the mouse and a check-mark.
Denmark is twice as far as the EU
Eurostat figures show that 42 percent of Danish Companies have a high or very high level of digitalization. Denmark is thus in front of both Finland and Norway, which are at 42 and 35 percent respectively.
At the other end of the scale, we have countries like Bulgaria and Romania which are both at 12 percent. Countries like France and the UK are also below average, both around 17 percent, while the EU average is 21. This means that Denmark is twice as far into the digital transformation compared to other countries in the EU.
Social Media becomes the engine of the future
The next step in digital recruitment is the transition from job portals to social media. Just as recruitment has moved on from printed job adverts to digital job portals, advertising is shifting from job portals to social media.
The advantage on social media is that companies no longer rely on candidates to actively search for the ads themselves. On social media, the ads can target suitable candidates, who then receive these ads on their feed. Even if they might not be active jobseekers.
“Social media and especially LinkedIn will play a vital role in the future. In the future, companies no longer need to rely on the candidates to find the ads themselves,” says Ali Cevik.
Almost half use SoMe
Statistics Denmark does not yet have the figures for 2018, but already in 2017, 44 percent of companies had used social media for recruitment. At the same time, 68 percent of companies had an active profile on at least one social media site. This was an increase of 19 percent over the previous three years.
These statistics also show that 61 percent of companies have had difficulties recruiting IT specialists. The year before, the figure was at 51 percent. The problem of recruiting IT specialists is highest in small businesses.
Artificial intelligence begins to play a role
According to Statistics Denmark, 54 percent of companies now use advanced technology, including artificial intelligence, robots, satellite services and the like. In this context, advanced technology is defined by some criteria set by Statistics Denmark. Internet and computers that were once also advanced, but which today are used by almost everyone, are not counted.
Artificial intelligence is particularly relevant to the future of recruitment. Only five percent of companies use artificial intelligence, and that number has not risen from 2017 to 2018. Only in the information and communications industry has Statistics Denmark been able to find an increase from 13 to 18 percent.
Half of Denmark is ready for the cloud
Almost half of all Danish companies are using cloud computing services – an increase of 13 percent over the previous three years.
“There is a wide range of benefits to businesses of using cloud services. They can be accessed anywhere, and companies do not have to maintain servers or anything else. They can simply focus on their core business,” Ali Cevik says.
In the EU, Denmark is surpassed only by Sweden and Finland, which are significantly lower than the EU average of 21 percent, with a full 57 percent of companies benefiting from cloud computing.
The EU is on the verge of change regarding customer rights. It is important that consumers are aware of this – especially after the large data leaks recently reported in the news, says HR-ON.
HR-ON have investigated consumer relations with GDPR.
There was recently a significant case in the news. A company, called Cambridge Analytica, managed to access up to 87 million Facebook users’ private information. This case shows that there is a need for an increased focus on personal data security. However few consumers are aware that the European Union is undergoing a very comprehensive change in regulation that will give them a whole range of new rights. This is shown in a study made by A&B Analysis on behalf of HR-ON. It is contradictory, says HR-ON’s director, Ali Cevik, as a comment on the current situation. The EU’s General Data Protection Regulations comes into force on 25th May this year.
“The rules are designed to hit the big ones such as Google and Facebook, so they cannot just use people’s data in a way that consumers cannot see, and then it’s startling that so few have heard of GDPR,” explains Ali Cevik.
The survey shows that even though seven out of ten Danes have felt insecure about providing information online, only one in three have heard of GDPR. The new rules should make everything clear to consumers. The new GDPR rules will allow them to know what information companies have and also how they use it. At the same time, the rules ensure that companies only store genuinely relevant information and that consumers are able to withdraw their commitment to sharing data as easily as they have given it.’
Everyone should be aware of their rights
“Everyone should know that they have the right to see what companies have registered about them and that they have the right to withdraw commitments again,” says Ali Cevik.
The new rules, and the fines associated with breaking the rules, are targeting companies, not consumers. If companies breach the new rules, they will risk fines of up to 150 million DKK. Previously, the maximum possible fine was 25,000 DKK. The consumers who are familiar with the new GDPR rules have most likely heard about it through their work rather than through public information.
“GDPR will have a major impact on our lives, and it applies to the whole of Europe. Our survey is the first of its kind, and it reveals that the authorities have done far too little to inform consumers about GDPR,” says Ali Cevik.
HR-ON helps customers to be GDPR-compliant
HR-ON works with GDPR in relation to corporate recruitment. Applicants come with a wide range of personal information that needs to be handled properly. In HR-ON’s market, a lack of knowledge could result in people not getting the right job, or companies not getting the best candidates. In general, insecurity and ignorance could mean that the entire digital world runs less smoothly than it could.
“There is no doubt in my mind that insecurity and lack of knowledge about data security are linked. Therefore, consumers should also have been better informed about the rights they have and, above all, the rights they get with GDPR,” concludes Ali Cevik.
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.