Natural Resources: Engaging Active and Passive Jobseekers in Europe and Asia
kelly Global workforce index™
2Kelly Global Workforce Index™
3 Confronting employee
6 Connecting employees
8 Opening the door
to new talent
12 Social media and
15 Online job boards
lead the way
17 The employee preference
in online job boards
19 Conclusion: Casting
a wider net
The Kelly Global Workforce Index
(KGWI) is an annual global survey
revealing opinions about work and the
workplace. Almost 230,000 people
across the Americas, EMEA and APAC
regions responded to the 2014 survey.
The topics covered in the 2014
KGWI survey include:
• Engaging active and
passive job seekers
• Career development
• The candidate experience
from hiring to onboarding
• Worker preferences and
A total of 31 countries participated in the
survey, utilizing 20 different languages.
Results span workplace generations, as
well as key industries and occupations.
This first installment, on the topic,
Engaging Active and Passive Job
Seekers, examines the nature of the
contemporary job search process
from a candidate’s perspective across
the Natural Resources sector.
It looks at the state of employee
engagement with work following
a period where many have
been unsettled by industry
restructuring and job cutbacks.
It also identifies one of the challenges
faced by employers in seeking to
identify outstanding talent at a time
when many employees may not be
actively pursuing a change of job.
These hidden candidates represent
a considerable reservoir of talent.
While once they would have remained in
the shadows for recruitment purposes,
in the online world, they are engaging
in a range of conversations that can be
of great interest to potential employers.
The Kelly Global
Workforce Index 2014
3Kelly Global Workforce Index™
One of the features of the contemporary workplace in the
aftermath of the global economic slowdown is a sense of
‘disengagement’ experienced by some employees who may have
been buffeted by business restructuring, cutbacks or layoffs.
4Kelly Global Workforce Index™
Like many workers, those in the
Natural Resources industries are
displaying signs of this fatigue.
Globally, less than a third (32%) of
those in Natural Resources say they
are ‘totally committed’ to their current
employers. This clearly has implications
for workplace morale and productivity.
The level of engagement in APAC (30%)
is slightly higher than in EMEA (27%).
Looking across countries in EMEA
and APAC, the highest levels of
engagement are in Norway (52%), India
(43%), Italy and Indonesia (both 39%),
and Russia (37%). The lowest are in
Hungary (12%) and Singapore (20%).
How ‘committed’ or ‘engaged’ do you feel with your current employer?
(% ‘Totally committed’ by Country)
5Kelly Global Workforce Index™
Closely tied to the notion of
employee engagement is the
issue of how ‘valued ‘employees feel.
An employee’s perception about
value, or worth, impacts on a host of
workplace performance outcomes.
Globally, 42% of Natural Resources
employees say they feel valued at work,
but with a significantly higher rate in
APAC (50%) than in EMEA (37%).
The highest rates are in Russia
(64%), and India and Indonesia (both
56%). The lowest are in Italy (20%),
Portugal (29%) and France (30%).
To what degree do you feel that you are valued by your current employer?
(% ‘Highly valued’ and ‘Valued’ by Country)
of value to
6Kelly Global Workforce Index™
Many employees like to keep their employment options
open and, therefore, need to have communication links with
potential employers. The survey results show that targeting
prospects with regular, personalized communications can
be an effective technique to building a relationship.
7Kelly Global Workforce Index™
When candidates in the Natural
Resources sector are asked about
their preferred means of engagement,
the strongly favored method is
periodic contact through phone calls,
emails and messages from employers
about relevant work opportunities.
This method is greatly preferred in
EMEA (63%) ahead of APAC (47%).
Participation in a firm’s talent
community and its social media
network is becoming more important,
particularly in APAC where almost
a quarter (22%) have embraced the
idea of talent communities, well
ahead of employees in EMEA (7%).
Which of the following best describes how you would like to be engaged by a prospective employer?
(% by Region)
OtherReceive updates on
Participate in social
Participate in the
Participate in the
with others in online
talent community pool
work that ﬁts my
skill set and interests
8Kelly Global Workforce Index™
Opening the door
to new talent
Online talent communities are still a relatively new technique in
talent pool management, but they hold appeal in certain markets
and are gaining traction. An online talent community is an interactive
forum where individuals engage with company representatives
and other community members. They will be informed about the
business as well as hear about potential job opportunities. This
study focused on employer/company-specific talent pools.
9Kelly Global Workforce Index™
Globally in Natural Resources,
17% of workers say they
have participated in employers’
online talent communities.
The average across APAC is 28%,
considerably higher than in EMEA (9%).
Across APAC, there are very high
rates of engagement through talent
communities in countries including
Indonesia (45%), India and Malaysia
(both 25%), and China (23%). In
EMEA, the UK (28%) stands out
for its high level engagement.
Have you had any experience participating in an employer’s online talent community?
(% ‘Yes’ by Country)
10Kelly Global Workforce Index™
The advantages of online talent
communities among those who have
participated (17% globally) largely centre
on access to jobs, cited by more than
two-thirds (68%), but more important
in EMEA (63%) than APAC (58%).
There is also an attraction to the
idea of learning more about a
company, cited by 41% globally.
A total of 37% say they like learning
what it is like working for a company
from current and former employees.
This is much more of an attraction in
APAC (41%) than in EMEA (31%).
If ‘Yes’ to the previous question*, what do you like most about participating in an online talent community?
(% Globally, multiple responses allowed)
* Have you had any experience participating in an employer’s online talent community?
it is like to work for
a given company,
and former employees
Access to job
11Kelly Global Workforce Index™
The idea of participating in these
online talent communities holds
a certain amount of appeal for
many employees, offering a glimpse
inside a potential workplace.
Globally, among the 83% who have no
experience of online talent communities,
41% say they are either ‘very interested’
or ‘interested’ in becoming involved.
However, there is considerably
higher interest in APAC (51%)
compared with EMEA (35%).
If no experience with online talent communities, how interested would you be in participating?
(% ‘Very Interested’ and ‘Interested’ by Country)
12Kelly Global Workforce Index™
Social media and
One of the more common means of communication with potential
candidates is through social media, which has become an important
conduit in the employment decision-making process for many employees.
13Kelly Global Workforce Index™
Approximately one-third (35%) of
Natural Resources respondents
globally rely on social media in
their job and career decisions.
However, the APAC region is well
above the global average at 56%,
while EMEA is below, at 32%.
The most prolific users of social
media in career and/or employment
decisions are China (69%), India
(64%), Malaysia (56%), Indonesia
(54%) and Singapore (52%).
The biggest users in EMEA are
Poland (49%), and Hungary and
Switzerland (both 41%).
Do you use your social media network when making career/employment decisions?
(% ‘Yes’ by Country)
Use of social
14Kelly Global Workforce Index™
The uptake of social media
means that it is occupying a
newfound place as a direct job-
search tool, particularly at a time
when traditional print advertising for
jobs is declining in many markets.
Globally, more than one-third (40%)
say they are now more inclined to
search for jobs via social media than
through traditional means, such as
newspaper advertisements, online job
boards or recruitment companies.
APAC (54%) is well above the global
average in terms of the use of
social media for job searches. It is
also well ahead of EMEA (40%).
In some of the fast growing
economies of APAC, social media
plays a prominent part, most notably
in Indonesia (64%), Malaysia (61%),
India (60%) and Singapore (59%).
Would you be more inclined to search for jobs via social media than traditional methods?
(% ‘Yes’ by Country)
social media as a
job search tool
* ‘Traditional methods’ includes newspaper advertisements, online job boards or recruitment companies.
15Kelly Global Workforce Index™
Online job boards
lead the way
The way that Natural Resources employees secured their
most recent jobs tells much about the changing face of
recruitment and the differing trends in global markets.
16Kelly Global Workforce Index™
Almost a quarter of respondents
(24%) globally secured their most
recent job via an online job board, a
trend that is largely mirrored across
EMEA (25%) and APAC (26%).
The use of recruitment/staffing
companies and headhunters
was the second most frequent
method of securing work, at 19%,
both globally and in EMEA, but
considerably higher in APAC (26%).
Direct approaches from employers/
recruiters are consistently
15–16% in all the regions.
The use of ‘word-of-mouth’ as a means
of securing work is roughly twice as
common in EMEA as it is in APAC.
How did you secure your most recent job?
(% top four methods by Region )
Word-of-mouthDirect approach from
Online job board
17Kelly Global Workforce Index™
The employee preference
in online job boards
With the growth in online job boards as recruitment tools, there have
emerged a number of differentiated offerings to meet audience’s needs.
18Kelly Global Workforce Index™
The preference among all
respondents are general job
boards that cater to a broad range
of positions and industries. Globally,
77% prefer these, with EMEA (84%)
and APAC (80%), both displaying a
strong preference for these outlets.
Company-specific job boards also
have a relatively strong following
with approximately one-third
globally using these, as well as
across EMEA and APAC.
Aggregator job boards, which
gather a host of information
and place it on a single site, are
preferred by approximately one-
third globally, by some 38% in
EMEA, but by only 11% in APAC.
Niche and/or association-specific job
boards are the preferred choice of
21% in EMEA and 25% in APAC.
Which of the following types of online job boards do you most prefer for searching job opportunities and/or evaluating the marketplace?
(% by Region, multiple responses allowed)
association-speciﬁc job boards
Aggregator job boardsCompany-speciﬁc job boardsGeneral job boards
19Kelly Global Workforce Index™
The advent of digital and online
communications has opened
up a plethora of conversations
about work and the workplace.
Employers now have a number of avenues
both to attract the most compelling talent
and to convey information about their
businesses as preferred places to work.
This has made it possible to identify and
engage passive job seekers who may be
open to the right job at the right time.
Employees have moved en masse to
online job boards as the preferred vehicle
for hiring. They have also been quick
to utilize social media in a variety of
career- and job-related discussions.
There is also growing recognition of
the role of online talent communities
as a forum for informed conversations
with past and current employees,
providing prospective candidates with
valued insights into the workplace.
With the opening of multiple platforms on
which to converse and exchange views,
employers have an opportunity to make a
contribution, to highlight key values, and
to capture a wider array of candidates.
Casting a wider net