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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.

Værdien af diversitet

The business value of diversity and integration

The business value of diversity and integration 1200 628 HR-ON

What is all the hype around diversity and inclusion? Is there an increase in focus on fewer opportunities for some, or equal opportunities for everyone?

What exactly is the meaning of diversity in the workplace?

Does it pay off from a business perspective to focus on diversity and integration?

These are some questions that might be on your mind when talking about diversity. Let’s break it down into smaller pieces.

 

Diversity

The employees have their own set of skills which are attained through studies and experience, as well as through their personal and professional background, all of which will affect their work perspective in certain ways.

On a personal level we are talking amongst others about ethnicity, country of origin, gender, age, sexual orientation, religious beliefs or disabilities. The second level is the professional diversity that includes amongst others academic background, career path, industry background, personality type and thinking style.

All of these traits and experiences are accumulated over time and give candidates unique perspectives and skills that come in handy when the company wishes to increase creativity and develop innovative solutions. That being said, employers are not defined by their background, but rather enriched by it.

 

Integration

Integration can be designed as an ongoing process in which all the qualified bidders are taken in consideration and where the focus lies on giving everyone a fair, unbiased chance and not concentrating on excluding some or stop hiring and promoting the typical profile.

Inclusion is shifting attention towards bringing people in as a substitute for keeping people out.

A workplace that focuses on a culture that is accepting of diverse profiles and that includes everyone is on their way of designing the job environment for the future workforce.

This is done by designing a workplace where employers can all have lunch together, make company activities so people interact with each other beyond work tasks and be aware of the employers work-life balance.

Look beyond culture fit when hiring for new positions. By looking for someone who will compliment your work culture you end up having a fresh mindset that will improve and bring new insights to your team. Teams created by like minded employers with a similar cultural heritage and educational background tend to become homogeneous thus making growth and development a slow process.

 

It all starts with the leadership

Include training in cultural awareness, diversity and inclusion. Set guidelines that will ensure the implementation of processes that support and embrace diversity in the workplace.

Measure the progress of the inclusion efforts with the help of analytics. There are relatively easy options to help eliminate bias from inclusion and diversity processes. Analytics help identify and minimise unconscious prejudice throughout the HR departments.

The first step in combating bias is to be aware of it. Once recruiters become aware of this, they will be more likely to screen for a broader candidate base.

Optimize the hiring process so it is based solely on merit and not cultural heritage, race or simply a name that sounds foreign, and continue with the career advancement processes in promotions and leadership development. Focus on these issues and give a fair chance to all candidates and therefore enhance employee involvement and give them a memorable employee experience.

 

Business value in diversity

There is revenue to be gained by D&I. The benefits are numerous, starting with increased creativity and innovation. A recent BCG study shows that companies with a diverse leadership have 19% higher revenue. This is the result of a diverse team that will inspire each other and come up with more diverse solutions to the company’s problems.

Creativity is broken loose, more innovative solutions come on the table, you get a competitive advantage and the employees are engaged and motivated to do their job knowing that their actions are acknowledged and they have a fair chance of advancement. As a result you get a positive reputation which enhances your talent pool.

–for those curious minds a talent pool is a database where hr managers keep all their top job candidates.–

The only offset is that it takes time and engagement to change the way things have been working out so far, and naturally the beginning might be rocky, so keep at it if you want to see results.

 

Future predictions

We are facing a accelerating globalisation and advancement in technology and access to education. Therefore the future of the talent pool is expected to grow in the future, in fact, according to The Organisation for Economic Co-operation and Development (OECD)

“the number of young people aged 25-34 with a tertiary qualification increased by nearly 45% between 2005 and 2013 in OECD and G20 countries and is expected to keep increasing in the coming decade”.

Though migration may make a difference in where the future workforce will come from, the OECD predicts that the individuals with a higher education in the working age population from the EU countries is likely to increase from 26% in 2015 to 34% .”

By 2030 more than 60% of science, technology, engineering and mathematics(STEM) educated young people will come from non OECD countries mainly India and China.

Björgvin Gudjónsson

Meet the team: Björgvin Gudjónsson

Meet the team: Björgvin Gudjónsson 1200 628 HR-ON

Meet HR-ON’s awesome Creative Director, Björgvin Gudjónsson! He hails from the mighty country of Iceland, and joined the HR-ON team in January 2018. With over a year under his belt at HR-ON, and 15+ years of industry experience, Björgvin shares his thoughts on life at HR-ON and gives us an inside look at what it’s like inside the mind of an creative professional.

What do you enjoy most about your job?

The diversity and innovation in the different projects that I work on. Getting the freedom to explore my creativity and try new and exciting things, and of course having good colleagues.

How would you describe your job to a child?

I work with design and use my creativity to make things like advertisements, apps and computer programs. I draw and design all kinds of things on my computer and then they either get printed or my colleagues program my design so they function correctly and then they become apps and programs that people can use.

If given a chance, who would you like to be for a day?

Either Ole Gunnar Solskjaer so I could manage my favourite football team, or Stefan Sagmeister and then I would have the freedom to explore my creativity with some exciting clients and have the total freedom to do what I want.

Björgvin Gudjónsson with Darth Vader in his right hand and lazer in his left hand

What are the top 5 most-used apps on your phone? 

Facebook, LinkedIn, Slack, Instagram, Pokemon Go.

What do you do for fun in your free time?

I spend time with my family, watch football,play football, see my sons play football and if have the time, do some designs not related to work.

What is your favorite food?

Saltkjöt og baunir, which is salted lamb meat with yellow beans soup.
Icelandic tradition!

What does success mean to you?

Being happy doing what you do in life and work.

What is on your bucket list?

Going to a football match with my father and watching Manchester United vs Arsenal. Traveling to Japan and explore their culture and design first hand.

If you could learn to do anything, what would that be?

Play the guitar because I love music and it’s always handy to know how to play guitar at a party.

If you could be any fictional character, who would you be?

Ford Prefect, an experienced galactic hitch-hiker and an alien journalist, a field researcher for the Guide itself (The Hitchhiker’s Guide to the Galaxy)

 

If you enjoyed learning more about Björgvin, follow HR-ON below on our social channels as we feature a new team member each month and share lots of great information about working in HR tech.

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Why reward is the key to your employee’s happiness and loyalty

Why reward is the key to your employee’s happiness and loyalty 1200 628 HR-ON

Money doesn’t buy happiness, they say. Even if this may sound strange to some people, this is also the case for employee happiness. We know that happiness has an essential role in shaping the company’s productivity, performance, and job market outcome. Likewise, employee loyalty is necessary as well, and it is easy to lose. Therefore, underestimating the power of both could be counterproductive for your company.

Why is reward so important?

First, we need to consider how much the fact of being employed (or self-employed) is important for everybody. In fact, employment has a huge impact on our entire lives. Even if we tend to divide work and private life, being employed (and thus, not unemployed) affects our social status, our interpersonal relationships, our life-goals and our daily structure. The type of employment does not matter, in this case.

 

BEING REWARDED IS THE KEY TO HAPPINESS AND LOYALTY IN THE WORKPLACE

Since employment is so essential in our lives, we cannot deny that it has an important impact on our happiness, as well. And the best way to be happy about the job and about the company itself is to be rewarded.

The reward that an employer can give to the employees can usually be assigned to four different areas: benefits, compensation, recognition, and appreciation. The first two are the most common and “easy”, because they are based on a material reward, such as a promotion, a commission or a raise.

But recognition and appreciation are much more relevant for the happiness and loyalty factors.

They are, in fact, low-cost but they can give an high-return in the long-term performance of both the employee and the company.

 

RECOGNITION AND APPRECIATION MATTER

Recognition consists in the acknowledgment of the accomplishments achieved by the person. So, for example, when the employee reaches the sales-target, and they get their commissions, it is essential to recognize their effort and dedication as well. This can be done in a million ways, depending on your company. If you have a newsletter, you can use it to underline the success of the employee, or you can reward them with a day off to spend with their families or to relax. The reward can be something specific to the person, according to their interests and hobbies.
Appreciation, instead, means simply the expression of gratitude.

Words matter so much, and a “thank you” is much more effective than anything else.

It is important to make the employee feel appreciated for believing in the company and for dedicating their talent. In this way, they will be loyal to the company and to its culture.

 

CULTURE, NOT MONEY

Several studies report that, with higher salaries employees tend to take more notice and put more importance to company culture and values. Priorities change together with the salary, and this must be considered.

When the corporate culture is clear to every employee, and when every business decision is acknowledged by taking the values in consideration, then it is easier to gain the trust of the employees and to have them loyal to the company.

Culture simply makes people feel like they are part of a family, of a real and bigger project.

It can be the motivation to coordinate their efforts and behavior towards a proper vision, which will be beneficial for your company. Having a strong, unifying corporate culture can make the difference for employees’ happiness and productivity.

At every stage, nurturing the company culture and values is always profitable. The happier the employees feel the more loyal to the company they are. Consider this huge advantage and make your employees happy, you won’t regret it!

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