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These Are the 3 Biggest Trends in Workforce Innovation

Keeping up with the changing world requires constant innovation — and this includes hiring. Evolving technology, the shifting generational makeup of the workforce, and a candidate-centric market[...]

February 18, 2020

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Rise Of The Millennials And Social Recruiting

Rise of the Millennials

The workplace is changing in ways not due entirely to the introduction of new technologies or new philosophies of management. The workforce itself is changing. The rise of the millennial generation brings workers who are more introspective, more connected to the world and their communities, and less willing to align themselves to the needs of employers. At 77 million strong, Millennials represent 24 percent of the total U.S. population.

Many Millennials have no firm attachment to the idea of career. They instead see working in diverse areas as opportunities to learn. Experts agree that traditional acquisition and retention techniques will no longer succeed in this business climate. The once vaunted “career ladder” has lost much of its reach with organizations becoming flatter. In the absence of vertical mobility, employees need lateral experiences that promise challenge and growth. This means providing opportunities across divisions, business units, geographies and even professions.

Instead of attempting to change business direction to accommodate this emerging workforce, many companies are finding the answers they seek in the use of contingent labor. Temporary workers and skilled independent contractors, with the agility and adaptability they bring, have already helped businesses hone productivity and curb operating costs by striking a strategic balance between versatile and permanent positions. And new technologies are making the management of project-based work leaner and more efficient through automation, presenting an attractive alternative to creating or sustaining in-house project development teams.

Millennials themselves see additional advantages in these arrangements. Contingent work allows people to try out a prospective employer, choose a field, pick an industry, experiment with career paths and keep highly flexible schedules that are more conducive to work-life balance, continuing education, family matters and more. Because the ease of changing jobs has increased, working as a contingent laborer has become more appealing.

Social Media and Networking

Millennials are the social generation. They are the pioneers of the social media movement, and they remain connected to friends, family and colleagues online 24/7. Because they’re coming of age in the direst economic climate since the Great Depression, they place a heightened emphasis on family, community and connectivity to their world through social networks.

To remain competitive in today’s evolving labor market, forward-thinking staffing companies are investing in new sourcing tools and techniques to recruit this emerging generation of workers. Many organizations have found that traditional recruitment methods take too long, cost too much and produce too few qualified candidates.

When the first web-based job boards were introduced to the market, recruiters touted the sites as the Holy Grails of sourcing and hiring. Today there are over 50,000 career portals in operation on the Internet. The proliferation of these job boards has created confusion, frustration and dilution among job seekers, along with diminishing returns for employers. As a result, employers find themselves squandering valuable resources at a time when their staffing needs are most imperative. In order to embrace the paradigm shift, innovative staffing companies are helping these employers adopt the popularity and demonstrative success of social networks.

The highlights of CareerXroads 10th annual Source of Hire study stressed the growing importance of social media in sourcing programs. Over 57 percent of the survey’s respondents attested that social media played an influential role in their hiring initiatives. Through social networks, these procurement professionals researched and engaged candidates, with the greatest positive impacts on direct sourcing, college hiring and even recruiting from job boards.

Trend chasing and random leaps into social media alone will not yield results. Committing to strategic social media participation – the alignment of social media activities with recruiting objectives and target demographics – will bring significant value. If conducted methodically, the benefits of social media include improved search results, recruitment, reputation management and measurable outcomes.

The most recent survey performed by Jobvite found that social recruiting usage has increased exponentially over the past six years. Over 94 percent of employers already use or plan to use social networks as recruiting tools, a 73-percent increase in investment as of 2013 data. More interestingly, staffing professionals discovered that the job seekers they recruited via social media were more likely to be hired. They also noted enhancements in the way candidates were sourced and vetted, with improvements in the following key metrics. 

  • Time to hire: 33-percent increase
  • Candidate quality: 49-percent increase               
  • Candidate quantity: 43-percent increase
  • Employee referral quantity and quality: 32-percent increase

Companies Using Social Networks for Recruiting

Social networks are useful tools for all companies. And to stay competitive, outsourcing and global business services have found them mission critical. With over 1.23 billion monthly users on Facebook alone, the potential candidate pool is vast and growing daily. Social media is also one of the most economical alternatives available to recruiters for candidate mining and advertising. According to media analysts, some of the largest employers nationally and worldwide utilize social networking tools more than traditional career portals to find employees. These industry leaders include Citibank, Accenture, Intel, Oracle, L’Oréal, Microsoft, GAP, Deloitte, Hard Rock Cafe, KPMG, PwC and P&G. Within each organization, you will find hiring managers and recruiters utilizing a mix of media: LinkedIn, YouTube videos, microblogs, Facebook, Google +, Twitter and others.

Eight Simple Rules for Using Social Media

Start Early: Leading staffing agencies do more than post open job links to social networks. While this approach can capture the interest of viable candidates, adroit recruiters reach your target audience by cultivating your company’s online personality early on. 

Create an Online Presence that Reflects Who You Are: Having a slick avatar, concise bio and current contact information will encourage prospects to connect with you. Now drive that interest to the next level. Staffing leaders can help you organize your social media profiles to provide potential candidates with a fully formed idea of who you are, giving them a compelling reason to communicate actively and form a relationship.

Know the Audience: These days, it’s rare to find social media holdouts – people who’ve avoided creating Facebook profiles or Twitter accounts – and yet the sites you use must be chosen carefully. Social networks such as Twitter generally have a younger audience. These tools can be excellent recruiting sources for interns and seasonal help. However, older professionals may feel uncomfortable posting personal information on Myspace, Pinterest, Instagram or Facebook. To locate talent of this caliber and experience, recruiters find greater success through professional networks such as LinkedIn, Plaxo, Ryze and Networking for Professionals.

Individualize the Approach: A savvy staffing professional uses social media to connect with people who have a genuine interest in the client’s target business and industry.

Be Authentic and Open: Recruiters want to see the “real candidate.” Finding candidates through social channels means asking them to share information via public means. For the process to work, recruiting professionals must be equally willing to share information.

Be Creative: When making the foray into social recruiting, sourcers and recruiters are entering a space in which passive and active job seekers have already shared or collected massive amounts of information on a daily basis. In order to make candidates take note, your company’s message must stand out above the unrelenting traffic. Presenting your job openings in creative ways allows staffing professionals to showcase the personality of your organization, which in turn helps job seekers get a feel for whether your business culture will be a good fit.

Share Interesting Content: Sharing news, tidbits and other items of general interest creates the equivalent of “social media small talk,” which leads to bigger conversations.

Focus on Substance: Many staffing professionals realize that when it comes to recruiting, social media tools are just that – tools. The real value lies in how the tools are handled. Using social media for recruiting initiatives requires a focus on substance, not just resume details. Look at how candidates are connected in the social arena: are they contributing to their professions or just lurking? If they appear engaged online, they will likely be engaged when working for your company.

Sunil Bagai
Sunil Bagai
Sunil is a Silicon Valley entrepreneur, thought leader and influencer who is transforming the way companies think about and acquire talent. Blending vision, technology and business skills honed in the most innovative corporate environments, he has launched a new model for recruitment called Crowdstaffing which is being tapped successfully top global brands. Sunil is passionate about building a company that provides value to the complete staffing ecosystem including clients, candidates and recruiters.
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