#FIRMday Manchester 22nd September 2016 - Totaljobs: 'What Top Talent Wants'
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Totaljobs conducted in-depth research into ‘What Top Talent Wants’. Raj Lal, Sales Manager, totaljobs delivered key insight on: • Understanding jobseeker behaviour • Top tips to attract sought after talent • Practical takeaways you can implement for recruitment success
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#FIRMday Manchester 22nd September 2016 - Totaljobs: 'What Top Talent Wants'
- 1. What top talent wants Raj Lal Sales Manager Totaljobs nextnext
- 2. What top talent wants BREXIT! • It’s out there. Now let’s move on! • UK economy remains strong…so far • ONS Labour Market Statistics (September) show 4.9% UK unemployment • Lowest unemployment rate since 2005 – 1.63 million • Of which, 621,000 are aged 16-25 nextnext
- 3. What top talent wants Skills gap? Research tells us… •Employers struggle to attract, recruit and retain talent •Yet jobseekers find it hard to get noticed •A case of mismatched supply and demand? •Or can employers do more to understand talent? nextnext
- 4. What top talent wants A world of potential • Is this gap impossible to close? Or is it partly a misunderstanding between two groups who should really get to know each other better? • 4.9% unemployed. That’s 1.63m potential hires, right there. • Of which, 621,000 are aged 16-25. That means 14% of young people are unemployed nextnext
- 5. What top talent wants So how can employers give the top talent what they want …and hire them? Adopting a candidate-led approach nextnext Long term benefits: • Better engagement • Productivity • Retention rates • Enhanced employer brand status
- 6. What top talent wants Offer work experience that’s worth doing nextnext • Entry-level candidates not “work ready”? • Chicken and egg - If you want candidates who have experienced the work place, then offer them quality work placements! • Work experience – “try before you buy”
- 7. What top talent wants Provide more apprenticeships nextnext • Big increase in apprenticeships in recent years • Changes to come with Apprenticeship Levy in early 2017 • Still remains an excellent way to attract and access entry level talent
- 8. What top talent wants Showcase your benefits and career development offering nextnext • Candidates want a role that fits their lifestyle • Work/life balance, progression • Show potential hires that they will be valued and invested in – this is a huge draw for millennials in particular • Development
- 9. What top talent wants Let candidates see who you are • Candidates like to know who they are working for – will the fit be right? • It’s never been more important to retain clear focus on employer brand positioning across multiple channels to attract the right talent • Speak to candidates as individuals • Company culture and working environment nextnext
- 10. What top talent wants Enhanced employer brand – Pret A Manger nextnext Thanks! That’s great service You’re very welcome – Please let us know if we can be of any further help Now watch me fish, then watch me cray cray. Fish, Fish then I craycray I’ve got 99 problems but the fish ain’t one Coyyyyyy….fix up look carp I can’t feel my place when I’m with you Prawn to be wiiiiiild Cause the players gonna, play play play and the haters gonna hate, hate, hate ,hate Baby, I’m just gonna hake, hake, hake, hake
- 11. What top talent wants Enhanced employer brand – Pret A Manger nextnext I’m all about that plaice, ‘bout that place, no pebble I never haddock dream come true, until the day that I found you… Halibut from the other siiiiiiiiiiiiide… I must have cod a thousand times….. Uh oh uh oh uh oh – oh no no Looking so soi-zy on love’s. Got me looking, got me looking so koi-zy in love. We’ve enjoyed this but we’ve got to swish, jellyfish. So long!
- 12. What top talent wants Simplify the application process nextnext • In today’s job market, speed is as important as accuracy • Keep application and interview process quick and clear with all stages mobile optimised, simplifying the process for jobseekers • With outdated processes you risk candidates being snapped up by competitors
- 13. What top talent wants Be flexible on qualifications nextnext • Qualifications don’t give the whole picture • Restrictive recruitment practices could be your downfall • Take a look at your current employees • Identify different qualifications that might equally appeal to you • Reflect your approach to qualifications in your job advertising
- 14. What top talent wants Recruit for cultural fit nextnext • Hire candidates that match your brand culture • Look at your most successful hires – what are their characteristics and attributes? • Look beyond the CV and the person in front of you
- 15. What top talent wants Provide constructive feedback – and build employer brand nextnext • Constructive feedback is great for employer brand and a useful way to attract talent! • The rise of online employer reviews – boost your score • Good practice and a worthwhile investment
- 16. What top talent wants Deliver on your promises nextnext • Now the real work begins! • Pay attention to your new hire • Your on-boarding programme is crucial • Its vital towards: • Retention rates • Productivity • Employer Brand enhancement
- 17. What top talent wants And finally… nextnext Begin by asking yourself…what would you want?
- 18. What top talent wants nextnext Any questions? Raj Lal Sales Manager Totaljobs
Editor's Notes
- Let me start by saying….BREXIT! There I’ve said it, it’s out there, now let’s move on shall we? Seriously though…even DESPITE the uncertainty around the “B” word…the UK economy remains strong…so far at least! ONS latest Labour Market Statistics released in August show we are at 4.9% unemployment in the UK. By many definitions that’s “full employment” and it’s our lowest unemployment rate since 2005. For certain people, the stats are less positive. 621,000 of young people in the UK aged 16-25 are unemployed. It’s not a crippling figure. Unless of course you are one of the young people that make up that 16%. Or… you’re a parent of one of these young people, and that young person is still living at home syphoning cash from the bank of mum and dad. But enough about me!
- The UK continues to lag behind countries such as Germany, the US and France in terms of productivity. Part of the answer comes down to the fact that there may be mismatches between the skills available in the UK labour force and the needs and expectations of employers. The struggle that UK employers face in attracting, recruiting and retaining the talent they need is very real and well documented, not least via totaljobs research. Top talent is hard to find. I don’t have to tell you that. At the same time however, totaljobs research also shows that Almost half (48%) of jobseekers are more concerned about finding a job now than before the EU referendum. 44% believe there will be more competition for jobs following the EU Referendum, while 27% say that Brexit has already had an impact on their job search. Of those already employed, 34% are worried about their job security as a result of Brexit. On the other hand, 44% of employers said that Brexit would not impact on the number of people they hire. So, there’s an interesting gap there, not just in real supply and demand, but also in our perception of it. The UK economy will struggle to maintain long-term sustainable growth if the mismatch between the supply of jobs and existing jobseeker talent pool is not addressed.
- Is this gap impossible to close? Or is it partly a misunderstanding between two groups who should really get to know each other better? Let’s look at those stats again. 4.9% unemployed. That’s 1.63 million potential hires, right there. Of which, 621,000 are aged 16-25. That means 14% of young people are unemployed. And that’s not even considering the passive hires, sitting in jobs they are dissatisfied with, wanting a new, exciting opportunity, with better pay and benefits (hopefully with you!).
- Employers who adopt a candidate-led approach to recruitment will naturally be more successful in attracting the talent they need, There may be more effort involved initially, and certainly long held recruitment traditions may need to be challenged, but the longer term benefits include better attraction, engagement, productivity and retention rates, plus enhanced employer brand status. At totaljobs, we talk with employers all day, every day. Well, maybe not at weekends or Monday mornings, there are limits. But we do love talking with employers, through our research, events, industry networking and the relationships we have with employers who recruit through our site. So whilst we don’t do your job, we make it our business to really understand the challenges you face, and to hear from wide ranges of employers how they go about tackling those challenges. And that’s the content I am pleased to share with you now – key insights and initiatives from employers in the UK on what they do to give top talent what it wants, and therefore attract, recruit and retain it.
- Offer work experience that’s worth doing Employers often say that entry level candidates are not “work ready” and it’s true that young people leaving education often lack work experience. But employers are ruling out large numbers of candidates because they don’t come equipped to hit the ground running, It’s the chicken and the egg. If you want candidates who have experienced the work place, then offer them quality work placements! Work experience greatly increases a candidate’s job readiness and provides a valuable pipeline of talent in which employers can “try before they buy”. Employers who offer this experience to young people will be adding huge value to them and to their own business too. Yet many employers do not operate a work placement scheme. Do you? Candidates want to be given opportunity to show you what they can do for you. Work experience gives them that chance.
- Provide more apprenticeships There has been a big increase in apprenticeships offered over recent years, along with general awareness of their benefits. In 2014/15, 500,000 people enrolled in apprenticeships. This was a 14% increase on the previous year, the first time that apprenticeship numbers had increased since 2011 Although there are some obvious changes coming with the introduction of the Apprenticeship Levy in early 2017, apprenticeships remain an excellent way for employers to access entry level talent for their business and to help develop employees that best fit their culture, extending employee engagement, retention and productivity. Top candidates want to work, learn and develop. For some, especially those who have not progressed very far into education or want to start a new career, apprenticeships are the perfect solution. For employers, apprenticeships provide a great way of attracting great candidates of any age, and bringing them into your business.
- Use your job ads to showcase your benefits and career development offering Candidates want a role that suits them. By that I don’t just mean a role that suits their skills and abilities, I mean a job that they love and that fits their lifestyle. Increasingly, candidates want a good work life balance, to progress quickly, to learn and develop along the way, and to receive benefits that suit their life stage. Does a 22 year old care about a pension? Or holiday vouchers? Does a 52 year old man care about a good maternity package? Or might he prefer a car scheme? Benefits are no longer a one size fits all package, and increasingly candidates want to pick and choose. Demonstrate that you value you employees and their needs by showcasing your benefits offering in your job advertising. Show potential hires that they will be valued and invested in as individuals. it’s a huge draw for candidates and for millennials in particular.
- Let candidates see who you are Candidates like to know who they are working for. They want to know the fit will be right. Frankly, so do you! It’s never been more important to retain a clear focus on employer brand positioning across multiple channels to attract the right talent. The aim is to speak directly to candidates as individuals, headlining what appeals to them most. This can include company culture, working environment, your approach to work life balance, location and corporate social events. If you are unsure about what your employer brand stands for (as many employers are) begin with the question – what matters to us? Why do we do what we do? Let your employer brand shine out through your recruitment advertising, not just through the branding and images, but through the copy too. It will resonate with the kind of people you want to hire.
- Pret is a trailblazer in employer branding, the high street chain was the talk of the industry earlier when a complaint on social media turned into a rap battle! It show cased their vibrant, playful company culture and employer brand When Twitter user @DoddsHHQ tweeted the sandwich chain to complain about the contents of a crayfish wrap, What did your chef put in the @Pret Chefs Special crayfish and avocado flatbread ? Tastes like my daughters sandpit. — Dodds (@DoddsHHQ) January 6, 2016 Pret responded: “Oh no, that doesn’t sound right. Can you DM us more info?” - and that’s when the fun started. After chatting to Pret about the sandwich, Dodds decided to send them an off the cuff joke relating to a popular rap track - and they responded with another. So Dodds sent one more. But got another reply. Not to be outdone, the intrepid customer became immersed in a three hour ordeal of some witty and some cringey hip hop-related punnery.
- When Twitter user @DoddsHHQ tweeted the sandwich chain to complain about the contents of a crayfish wrap, he didn’t know he was embroiling himself in a lengthy battle of wits that would take up most of his afternoon. - ADVERTISEMENT - What did your chef put in the @Pret Chefs Special crayfish and avocado flatbread ? Tastes like my daughters sandpit. — Dodds (@DoddsHHQ) January 6, 2016 Pret responded: “Oh no, that doesn’t sound right. Can you DM us more info?” - and that’s when the fun started. After chatting to Pret about the sandwich, Dodds decided to send them an off the cuff joke relating to a popular rap track - and they responded with another. So Dodds sent one more. But got another reply. Not to be outdone, the intrepid customer became immersed in a three hour ordeal of some witty and some cringey hip hop-related punnery.
- Simplify the application process Candidates want a job they love with an employer that suits them. But they do want to get there fast! Lengthy application forms and multi-stage interview processes are out of step with today’s job market where speed is as important as accuracy. Making your application process simpler, and as agile as possible, helps you attract and engage talent. Keep your application and interview process quick and clear and ensure all stages are mobile optimised. If you insist upon lengthy processes, you will be less attractive to in-demand candidates. Whilst you are wading through your 10 page application forms and inviting people to the first of a 6 stage interview process…your competitors are on-boarding their new hires. Bring your recruitment processes up to date.
- Be flexible on qualifications Candidates want to be considered as much for who they are and what they stand for, as the marks someone gave them at school. Whilst qualifications are important, and are clearly a good way of sifting candidates, they don’t give you the whole picture. Restrictive recruitment practices (such as insisting that candidates must have a 2:1 degree) will exclude potential employees who may well be perfect for you. Challenge your thinking, and look at your best employees as a guide. Is it their qualifications that really make them stand out? Or is it their attitude and aptitude in the role? Identify different qualifications that might equally appeal to you, or make sure that having relevant work experience has similar weighting in the application process as the candidate’s education. Open the door to applications!
- Recruit for cultural fit This is not about hiring people in your image, but thinking about the kind of candidate that will fit into, reflect and build the brand culture of your business. Some employers refuse to hire someone with tattoos, whilst others positively seek them out. Some employers look for self starters, idea generators, people who want to push the boundaries. Others want individuals who prefer to follow the rules and schedules set out by the business. What works for you? A good place to start is in looking at your most successful hires – who are they? What are their characteristics and attributes? Once you’ve established the kind of people you are looking for, make this part of the interview criteria. Look beyond the CV and at the person in front of you.
- Provide constructive interview feedback – and build employer brand Our research clearly shows that candidates want post-interview feedback. However, if they are unsuccessful in their application, they rarely receive it. Feedback isn’t just good for the candidate, it’s great for employer brand and a useful way to actually attract talent! Constructive feedback is essential for helping candidates understand what employers are looking for. That same candidate might return for another interview, six months later, having taken feedback on board and now fulfilling the criteria needed to be a successful employee. Plus, with the rise of online employer reviews, their positive comments about you will boost your all important score. Providing post-interview feedback takes time, but is worthwhile. It is good practice, common courtesy and projects a positive image of your company and its work culture. In short, it’s worth investing in, and it’s what candidates really want.
- Deliver on your promises So you’ve hired! Great news. Now the real work begins! So many employers pay little attention to what happens when the candidate starts with the business. An employees first days in your business are crucial. Are you delivering on the promises you made them through the interview process? Look at your onboarding plan as a warm up for your new hire. What do they need to get ready for their new role? What support can you give them in getting started as soon as possible? A great onboarding programme is worth its weight in gold, not just in terms of retention rates and productivity, but also in employer brand enhancement. At the end of each day, your new hire will go home, to the gym or to the pub with their friends. What will they tell them about you?
- Finally, when it comes to giving top talent what it wants, the first step is perhaps the most important. Begin by asking yourself…what would you want?