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Google plans to use AI to conquer the job market

Google plans to use AI to conquer the job market 1000 700 HR-ON

The future of recruitment and job searches lies with artificial intelligence and machine learning. And Google has already got the ball rolling.

Last month, the search engine giant launched ‘Google for Jobs’. This uses Google’s huge amounts of data to ensure an even better match between candidate and employer.

For now, Google re-posts jobs from other websites. Therefore, Google has not officially started their own self-sufficient job market. However, the long-term plan is that ‘Google for Jobs’ will have complete management itself. For the time being, ‘Google for Jobs’ is only available for US users.

The service was developed in collaboration with companies which have a large recruitment intake, like FedEx and Johnson & Johnson. According to Google, companies have had an 18% increase in the number of applications received, with Google’s help compared to their previous methods.

The ‘brain’ of the system

The brain in the system – if you can use that term about Artificial Intelligence (AI) – is Google’s Cloud Job API, which was launched last year. The Cloud Job API is the machine learning core of ‘Google for Jobs’. The Cloud Job API operates in three layers. The upper layer is made up of 30 different categories, the middle layer 1100 categories, and the lower one a quarter of a million different categories. In addition, it works with 50,000 different soft and hard criteria as well as different models of relations. 

According to Google’s data, 46% of American employers face challenges with their recruitment and find it difficult to fill their positions with the right candidates.

Google’s large amount of data

With ‘Google for Jobs’, users can search loosely for “nearby jobs” or “teaching jobs” or similar. It will also be possible to enter a wide range of criteria that the jobseeker’s future job must meet. It could differentiate things such as specific working hours. Next, Google draws on the data the search engine has access to. Which is virtually the entire publicly available internet – and runs it through the Cloud Job API to come up with relevant results.

According to Google, for many jobs there will also be reliable reviews and assessments of the workplace, as well as information on the commute to the office. The latter is particularly relevant in the United States. There it is quite common to have a long commute to work every day.

Another feature of ‘Google for Jobs’ is a search engine, which keeps the candidate informed about new jobs that might interest them.

Google takes the job posts from many partners, including LinkedIn, Monster, WayUp, CareerBuilder, Glassdoor and Facebook. As well as the job posts from partners, Google also searches the rest of the internet for job ads. The service then passes these job ads on to job seekers, as soon as they go online.

Google is currently implementing this service throughout the entire American market.

LinkedIn seminar med HR-ON om at rekruttere de rette medarbejdere

Seminar with LinkedIn: Give the Passive Candidates a Nudge

Seminar with LinkedIn: Give the Passive Candidates a Nudge 1200 628 HR-ON

More than 80 percent of LinkedIn’s users are not actively looking for a new job. In other words they are passive candidates. This was one among many facts that Benjamin Runggaldier, LinkedIn’s Enterprise Relationship Manager, presented to the numerous attendees at HR-ON’s seminar on Wednesday. 

In Denmark, more than 2.5 million people have a profile on LinkedIn. Benjamin Runggaldier emphasized that despite the high proportion of passive candidates, 90% of Danes are open to the “right” job opportunity.

Inspiring example

With this information in mind, companies must be creative in order to ensure their job postings on LinkedIn catch the attention of potential candidates – both passive and active.

There are several methods of getting through to candidates, one of which was presented in the form of a case study of Gentofte Municipality. Gentofte Municipality was handling a challenging recruitment process last year. Mikael Bierbaum, former Chief of HR at Gentofte Municipality presented this example.

With an extra boost and with the help of LinkedIn Premium Jobs, they succeeded in attracting the attention of some strong candidates. One candidate was Tine Jensen, who got the job. The campaign resulted in 33 applications for the leadership position. Up until that point Gentofte Municipality had only received seven applications of varying quality. Read more here.

Gentofte Kommune brugte LinkedIn Premium med et ekstra boost for at rekruttere en kandidat til en lederstilling
Tina Jensen, rektor for FGU Storkøbenhavn Nord, så den ledige stilling som rektor igen og igen på LinkedIn pga. jobannoncen var lagt på som Premium Job og boostet, hvilket gjorde udfaldet til, at hun søgte jobbet.

Tried and tested first hand

The Gentofte Municipality case was an eye-opener for many of the seminar attendees (roughly 80 people). HR-ON also presented the new function in their HR-system HR-ON Staff at the seminar. During the presentation, the attendees were asked to take out their phones and participate in a live quiz.

HR-ON also gave the attendees an introduction to the tool used to create the quiz. This tool can be used for many things, the sky’s the limit! The main proposed uses include onboarding and EDP-conversations, etc.

Ali Cevik til HR-ONs LinkedIN seminar
HR-ONs LinkedIN seminar
Et katalog med en artikel der beskriver at gentofte har løst rekuteringsproblemet

Gentofte Municipality succeeds in collaborating with LinkedIn

Gentofte Municipality succeeds in collaborating with LinkedIn 1200 628 HR-ON

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

When the municipality of the town of Gentofte in Denmark was set with the task of recruiting a principal for the new preparatory school FGU Copenhagen North, it turned out to be a challenge. Recruitment was done across five municipalities, and one week before the application deadline, only a handful of applications had been received.

– Once we had launched the project we realised it was clearly a difficult position to fill – there were only a few applicants, says Mikael Bierbaum, HR Process Manager at Gentofte Municipality. Originally, he had expected around 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 didn’t seem to be necessarily on the market. And then something started happening. We hadn’t expected such a significant reaction, he says.

Targeted campaign

Thanks to HR-ON’s direct integration with LinkedIn, they were able to deliver the solution in the form of a targeted LinkedIn Premium campaign. Gentofte Municipality decided to push the application deadline back slightly. The number of applications increased more than five fold. Mikael Bierbaum emphasizes that there were almost exclusively relevant applications:

– I wouldn’t have called it a success if the quality hadn’t been what we were looking for. Apart from one, all applications were within our expectations. These were serious applicants and we that meant 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 at FGU Copenhagen North

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

As head of a local school, she was already aware that the position would appear, and she had been keeping an eye out for the job ad. When she saw the it pop up on LinkedIn, she decided to apply for the principal job. And both her and Mikael Bierbaum are very gla d she did.

Finding the right candidate

Mikael Bierbaum has said that in the future he will certainly use LinkedIn Premium via the HR-ON platform for positions that he knows in advance will be a challenge to fill. 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. Another advantage of this solution, according to Mikael, is 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 krone. 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 has signed with LinkedIn. HR-ON are the first system supplier in Denmark to be chosen by LinkedIn for this exclusive partnership. 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 adverts with the expectation that the candidates themselves would discover them. In the future, the ads themselves will target relevant candidates, says LinkedIn’s Manager of Nordic partner agreements, Mikaela Hedenros Ringart.

Medarbejder af hr-on

The agreement makes it possible for HR-ON’s customers to place their job ads directly on LinkedIn in the same workflow as other recruitment. On LinkedIn, algorithms keep track of job ads and automatically highlight them to relevant candidates. For growing companies, this collaboration with LinkedIn means that they will be able to target their jobs to specific people. 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 to best advertise jobs and which methods work well. 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. 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.

 

Key points

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.

 

For more ideas for memorable experience and touch points with the younger generations, consider the following article: Recruit the best talent through video or explore our website here.

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 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 all companies might recruit the best talent through video.

Big companies like Microsoft, Apple and Deloitte have been using video in their recruitment processes for years with great results. Both in terms of building brand awareness and candidate attraction. 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, 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. Build your employer branding and recruitment marketing in pursuance of showcasing your values and culture. Determine the future candidates profiles, and make a touch point analysis for the candidates journey.

Having a clear message in mind and a focused touch point interaction will help you be more specific and precise in your employer branding efforts. It’s a trial and error process. It is highly adjustable and helpful in pinpointing the marketing efforts that have a positive effect on your employer brand. While flushing out those that may harm your brand’s image.

The employees are a great asset. When they are satisfied with their workplace, have great employer experiences and believe in your values, they are willing to go the extra mile. This is seen in their daily tasks and 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 in. For example by organizing company events, as well as instigating the employees to come up with new ideas and be a part of content creation.

Cater to millennials

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

Direct your marketing efforts towards appealing to the younger generations. Focus on millennials, as they are becoming the main workforce. The job recruiting of the future needs 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 needs to 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 a great channel to 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. Try thinking of ways you can recruit the best talent through video.

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 effective way of engaging with the millenial job seeker. Especially if you are using social media as a distribution channel. 75% of millennials watches video on social media on a daily basis.

Another example, and a long-standing feature of HR-ON, is allowing candidates to submit a video. This could be the entirety of their application or in response to specific application questions. Today the majority of job seekers are browsing for jobs on their phones. Some even looking specifically for positions that allow for easy mobile submission. Why not give yourself a chance to recruit the best talent through video? So 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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