Over the years I feel recruitment has been gradually relegated from a skill to a process at many Indian companies. Job openings are identified reactively, multiple job boards often hosting the same resumes are consulted as a matter of habit and companies hope the right talent will be available when they need it. Worse yet, this process-as-usual mindset has come to mean that just any data is often mistakenly equated with data-driven insights.
Let me bring this to life with a simple example. As you see this picture tell me what you see…just shout it out. OK by a show of hands how many see an old woman (see that’s her eye and this is her nose)?? And how many saw a young woman (here’s her face and this is her ear)?? So clearly two very rational people can look at the same data and come to very different conclusions and that’s because inherently each of us comes to the table with our own inherent biases which color the way we look at things. Hence we must start thinking of data strategically vs. process-driven and begin by defining for our teams what is the correct outcome that we must drive towards and help them get past the initial discomfort that will naturally come as you try to change the game.
Quantity≠Quality… Efficient recruiting has to do with quality, not quantity. I’d like you to think about what you can do in your team and organization to focus on quality and abandon the comfort zone of quantity. So instead of tracking the number of applicants to a position (quantity metric), we really should ask for the number of qualified candidates identified (quality metric).
How can we do things differently? Well, that’s where SMAC comes in . Let’s go through a couple ideas although I have to tell you that the exciting part is that these just scratch the surface and there’s so much more power at your fingertips
65% of India’s workforce is under 30yrs of age. And one big diff b/w millennials and the generations that came before them is that they are looking for meaning and purpose in their work. Combine that with social that has given us all a voice and that makes for a pretty powerful ATTRACTIVE experience where candidates & companies self-select themselves into each others’ consideration set by focusing on common interests and values. This is very different than the quantity driven experience with classifieds & job boards which is not attractive but rather INTRUSIVE because the focus is around screening out and rejecting.
Employer brands are a great way of doing this. This is an example of an innovative HCL campaigns that did rounds on the internet wherein they actually did job interviews through Q&A on Twitter. Then they showcased it on LinkedIn and used different aspects of their career page to highlight attributes they valued (like this concept of an ideapreneur) and they vary it depending on who is visiting (so for an engineer they may push the hacker-in-chief narrative). Such tactics result not only in a diff way to look at a large company but also garner a phenomenal response.
I’ve also added another example on the other end of the spectrum. TaxiForSure is a small company that is leveraging the fact that social as a democratizing force where despite having smaller budgets, they can go toe to toe with large companies to attract their ideal talent. They went with an employer brand that is interactive and authentic in order to stand out – through videos & testimonials on their career page, they talk about their journey and what they value, showcases the fun side of work & has employees sharing stories on why they made the jump from established companies to embrace TaxiForSure.
And the part I find most exciting is that the journey to develop these employer brands can in themself do wonders to rejuvantate your existing employee morale & loyalty as they fondly remember why they chose you over others OR who get a chance to provide their valued inputs to help you prioritize which values should be the ones to showcase.
You can read about it here http://www.coolestinterviewever.com/what.html
I’m not sure how many of you have woken up to this fact but India is already expected to be the second largest smartphone market in the world by mid-2014. Clearly that is showing up in the numbers as several sites hit their “mobile moment” which means that a majority of traffic is coming from mobile….Facebook is already at >75% of traffic coming through mobile and even at LinkedIn we’re just hitting the tipping point. So clearly that’s where the candidates are. The qs is are you?
These stats from our global recruiting trends survey provide a pretty good wake up call. I wont go into every stat but safe to say that we have a lot of catching up to do if only 20% of career sites have been optimized for tablets & phones. This is really important since the vast majority of professionals are already exploring and even applying to jobs via mobile device. In fact we’ve seen that almost 50% of candidates who apply on-the-go do so only on mobile not desktop
The good news is that “there’s an app for that”. With recruiter mobile your recruiters must be ready to instantly engage those prospects on any device, anytime. Or since Seema is here I wanted to share a good example from McDonalds where the TA team partnered with the business to get a Careers tab front and center as the company app opens. Now that said, I do want to caution that I want us to think about mobile as a mindset not a channel…it’s about simplifying and doing fewer things better. For several of you people may just be browsing for information on mobile but not applying so focus your energy and attention where it matters most.
No indian case study on mobile yet- global video case study http://www.youtube-nocookie.com/embed/MUTW8HDcMnk?rel=0&autoplay=1
In the age of big-data, think you all get how important it is to leverage data to uncover insights and gain competitive advantage. So here I figured I’d just show you examples of what is possible to do right now, and btw in many cases for free.
You can get a talent flow report to get a better sense of where you are losing employees to & correspondingly where you are hiring talent from. This can be a huge eye-opener for senior management….I know I look at this pretty regularly with my TA team and use it to think about how we are doing & help refine how we position ourselves vs other companies
Or here’s another example of being able to map talent pools across the country or the world using the underlying professional graph. In this case for a given skillset (for this example it was in the construction industry) it tells us where the talent is and helps you plan about where you’d like to play and what your strategy should be. It can also help you identify key trends over time such as what are the latest keywords that you should be considering.
Finally, consider the fact that more learning opportunities & better fit to skills are 2 of the top things candidates consider when looking for a job. Compare that with this stat from global recruiting trends research that visibility into internal mobility options are very limited and typically our career sites don’t even cover that use-case. Well I say that’s a missed opportunity that could be a win-win – better for the company to retain talent it has invested in (rather than losing him) AND better for the candidate since they can deliver impact in the new role faster since they have a good understanding of the culture and organizational dynamics. So here’s an example of Google partnering with us to test out how they can showcase interesting roles to their own employees and hence minimize controllable attrition.
Ok now finally to the cloud which has fundamentally changed the ease of access and affordability with which our teams can collaborate and plan proactively for minimizing overlap in effort & maximizing impact.
Human Capital Mgmt tools like Workday allow leaders to have easy visibility into your existing talent and using frameworks like the 9-box can enable better succession planning, talent retention strategies etc. Or ATS providers like Taleo have integrated into the social networks like LinkedIn to ensure fresher data in their system and enable more efficient tracking of all important referral programs etc. And the great news it that even if you’re not one of the organizations that have invested into an ATS or HCM tools, you can still leverage lighter-weight tools like Talent Pipeline that can help you more proactively pipeline and nurture candidates (eg. setting reminders for your next outreach, collaborating on projects across multiple recruiters etc) so that you have a ready pool of warm candidates to activate as soon as a new rec is opened. And it also provides some great reports and tracking which can help you be smarter as a next-gen HR leader.
I’ll end by saying that boardrooms are generally preparing for the future, not investigating the past….which means that the skills most valued in that room are 1. Helping identify the issues to prioritize– that’s done by focusing on quality not quantity 2. Thinking strategically about the outcomes you want to achieve (rather than get caught up in process & ops) & using data to help the room make more informed decisions 3. Being proactive…leverage SMAC and since the multitude of tools that I showed you are readily available, the time to act is NOW!
Given the higher degree of comfort we as Indians have around math & analytics (as was shown in our self-evaluation on the previous slide), I really believe that we in the Indian HR community can take the charge and be the poster child that shows the world how to recruit & manage our talent more efficiently and reap higher productivity & savings along the way!
NASSCOM HR Summit 2014: The Next Gen HR Professionals in the SMAC world. Psst, its about digital, analytics and stuff, Nishant Rao, LinkedIn