Candidates

Et katalog med en artikel der beskriver at gentofte har løst rekuteringsproblemet

Gentofte Municipality succeded in colaborating with LinkedIn

Gentofte Municipality succeded in colaborating with LinkedIn 1200 628 HR-ON

Gentofte Municipality invested in digital solutions and fixed their recruitment problem.

When the municipality of Gentofte was responsible for recruiting a new principal for the new preparatory basic education FGU Copenhagen North, they faced a great challenge. Recruitment was to be done across five municipalities, and one week before the application deadline, only a handful of applications had been received.

– It was clearly a difficult position to occupy, and while in the process we found that there were only few applicants, says HR Process Manager Mikael Bierbaum from Gentofte Municipality. Originally, he had expected about 10 qualified applicants, and he could see that that wasn’t going to happen.

– We decided to try a more proactive and targeted method that also reaches people who were not seemingly in the market. And then something happened. It was clearly beyond any expectations, he says.

Targeted campaign

HR-ON’s direct integration with Linkedin delivered the solution in the form of a targeted Linkedin Premium campaign combined with a short extension of the application deadline. This meant that the number of impressions as well as applications increased more than fivefold. Mikael Bierbaum emphasizes that there were almost exclusively relevant applications:

– I wouldn’t call it a success if the quality hadn’t been within what we were looking for. Apart from one, all applications were within our expectations. There were serious applicants and we had a wider selection than anyone had expected.

Found the job on LinkedIn

The outcome of the process was that FGU Copenhagen North got the right candidate for the job. The new principal Tina Jensen first discovered the job when she saw the advertisement on LinkedIn.

Billede af Tina

Tina Jensen Newly appointed Principal , FGU Copenhagen North

– LinkedIn is one of the first things I open in the morning when I sit and drink my morning coffee, she says.

As head of a local production school, she was already aware that the position would appear, and she had long been watching for the job ads. When she saw the advertisement on LinkedIn, she chose to apply for the principal job. Something both she and Mikael Bierbaum are happy for today.

Finding the right applicant

Mikael Bierbaum will use in the future LinkedIn Premium via the HR-ON platform for positions that he knows in advance will be a challenge to acquire qualified candidates for. He will also try to fill other positions where the candidates may not be LinkedIn’s core users, but where LinkedIn’s wide reach may nonetheless provide the right candidates. He also believes that it speaks to the advantage of the solution that it is much cheaper than the alternatives:

– The price is important when working in the municipal sector, where the recruitment budget is sometimes down to a few thousand danish krones. It is a huge asset that we have access to this technology, and we are very confident about what we can use it for.Mikael Bierbaum HR-Process Manager, Gentofte Municipality
Medarbejder af gentofte kommune

First Danish partner agreement

LinkedIn Premium is part of the official partner agreement that HR-ON as the first system supplier in Denmark has signed with LinkedIn. The agreement will ensure a more effective match between companies and their future employees.

Mikela Hedenros Ringart Enterprise Sales Leader, LinkedIn

Recruitment is changing. Previously, companies have sent traditional job advertisements with the expectation that the candidates themselves would discover them. In the future, the ads will instead target the candidates, says LinkedIn’s responsible for Nordic partner agreements, Mikaela Hedenros Ringart.

Medarbejder af hr-on

The agreement makes it possible for HR-ON’s customers to place their vacancies directly on LinkedIn in the same workflow as the other recruitment. On LinkedIn, job vacancies are controlled by LinkedIn’s algorithms and shown for selected candidates. For companies that rank up, the collaboration means that they will be able to target their positions to an unprecedented level. And that is what Gentofte Municipality has benefited from, explains HR-ON’s Director Ali E. Cevik.

Effective recruitment channel

Through HR-ON, Ali E. Cevik has a deep insight into how it is advertised and, most importantly, what works. It all comes from the recruitment system’s statistics, which users also have access to, says Ali E. Cevik.

Forskellige computer enheder

Hacking the candidate journey

Hacking the candidate journey 1200 628 HR-ON

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, and on the opposite side, candidates have challenges in finding the right fit for their career.

On the flip side, 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 touchpoints the candidate comes in contact with and make sure you respond with consistency in all of them.

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, and for other candidates, typically passive 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 touchpoint 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 giving them a good and smooth candidate experience from the get go will let 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, so the bad experiences are not only influencing the candidates in the present moment, but are also influencing their future consumer behavior.

Now that we are looking at how bad experiences affect the candidates, 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.

The second phase in the candidate journey is the consideration / interest phase where the candidates get 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, but 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 information they have available. You want to meet them prepared and let your Employer Branding strategy charm them into taking the action of applying.

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 touchpoints 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 touchpoint the candidate comes in contact with, their experience continues, rather than start over.

Think of it as of watching a movie on Netflix from your tv and then when you open the app on your phone, you get the same experience 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 is 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 touchpoints 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.

 

Et citat der siger: "Harnes the power of social recruitment"

Harnessing the power of social recruiting

Harnessing the power of social recruiting 1200 628 HR-ON

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.

Going mobile

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.

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.

 

Online reputation

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.

A person who is recording a concert on a mobile phone

Recruit the best talent through video

Recruit the best talent through video 1200 628 HR-ON

The recruitment process is growing more complex as our thirst for development increases in tact with technological progression. It is no surprise that we are focusing more and more on video content seeing as studies show that in 2019, 80% of the world’s internet traffic will be driven by video. We are consuming more video material than ever before, making it only a matter of time before it becomes an increasingly popular way of recruitment.

Big companies like Microsoft, Apple and Deloitte have been using video in their recruitment processes for years now with great results, both in terms of building brand awareness and candidate attraction, and now it’s time for smaller companies to get on board or get left behind.

Start out with employer branding

Before you post a new job, you can work on your employer branding by marketing your company as a attractive workplace.

Define and write down the areas you want to show your uniqueness in and then build up your employer branding and recruitment marketing in pursuance of showcasing your values and culture. Determine the future candidates profiles and make a touchpoint analysis for the candidates journey.

Having a clear message in mind and a focus on the specific touchpoint interactions  when starting this process will help you be more specific and precise in your employer branding efforts. It’s a trial and error process, highly adjustable and helpful in pinpointing the marketing efforts that have a positive effect on your employer brand and those that may harm your brands image.

The employees are a great asset and when they are satisfied with their workplace, have great employer experiences and believe in your values, they are willing to go the extra mile both in their daily tasks as well as in showing the whole world that they are happy about being part of the company.

You can encourage your employees to be active brand ambassadors by having a open policy where the individual is involved and informed about the happenings and direction the company is heading to, organizing company events, as well as instigating the employees to come up with new ideas and be a part of content creation.

Design your employer branding strategy to also accommodate the future generation of candidates–>millennials.

Direct your marketing efforts towards appealing to the younger generations and with a big focus on millennials. Being the generation that is taking over the workforce the job recruiting of the future need to accommodate the needs of the new generation. The visibility and branding efforts that you are planning now will have a impact on the perception the candidates will have about you and on which level you will appeal to them.

The type of content you want to share with the public is content that will be relevant and interesting for the candidates, in form of text, pictures and of course video.

Your social media channels, job postings and your career page are a great place to exhibit your work environment and attract candidates that will fit and flourish in you company.

Offer video applications

You can take the usage of video to another level by including it throughout the candidate application process.

One simple example is having a team member describe the job posting in person rather than a standard text posting. This gives candidates a sneak peak at what the job requires, who they would be working with, and what they can expect in such as role. This is far more engaging and a far more effective way of engaging with the millenial job seeker, especially if you are using social media as a distribution channel, as 75% of millennials watch video on social media daily.

Another example, and a long-standing feature of HR-ON, is allowing candidates to submit a video as the entirety of their application or in response to specific application questions. The majority of job seekers now days are browsing for jobs on their phones, with some even looking specifically for positions that allow for easy mobile submission without the need to deal with submitting via desktop. Give these individuals the option to record a quick video and you are more likely to have them consider the role rather than pass it right by.

While these are two simple examples of using video in the application process, there are sure to be others out there. Get creative! The objective here is to think like the candidate and make the process fun and engaging. In doing so, you will be on the right track to recruiting the best talent, building great teams, and telling the full story of what your organization is all about.

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