As a talent leader, you confront a lot of good news with the bad. Even as your organization posts strong yearly growth, hiring managers around you lament the difficulty of acquiring and retaining the talent needed to sustain that growth. The offer of a good compensation package, comfortable work environment and competitive benefits alone don’t always win over top candidates. And to add to the challenge, hard-to-find skills in key markets are disappearing as people seek better opportunities abroad. With economies around the world improving, the competition for skills will only get more challenging.
So what are you doing to help business leaders navigate a new world of work?
Today’s market is a dynamic convergence of forces, led by shifting worker and employer attitudes, globalization of talent, growing mobility, dynamic technologies and evolving organizational structures. All of these developments are contributing to a new era of talent mobilization, or what I define as the flow and movement of workers. Think of it as the new life cycle of talent management, beginning with a company’s ability to build an attractive and effective employer brand: source and engage with talent across the world, create a memorable candidate journey and deploy talent to wherever they are needed. So if you are serious about giving business leaders the human capital they need, your strategy must consider talent mobilization.
So where do you start?
The first step is understanding what’s happening in the world of work. In today’s hyper-connected market, employers who fail to establish a genuine employer brand will also fail to reach the talent they seek. With easy access to online reviews, candidates can quickly learn from your employees about your company culture, mission, benefits, workplace environment and many other aspects of your business. Companies have never been more transparent than today with Glassdoor, LinkedIn and numerous other sites readily making this kind of information available. Even before prospective candidates enter the recruitment funnel, they may already know as much about your company as you do. That means if employer branding isn’t top of mind today, it needs to be.
According to our Q4 2016 Talent Intelligence Outlook survey of more than 400 human capital leaders around the world, 40% say they plan to increase their investments in employer branding in the next 12 months. A reflection of the challenges associated with winning talent, many of these HR leaders feel they must not only differentiate themselves from direct competitors in their industries but also from new competitors seeking the same skills. To do so, creating a memorable and impressive employer brand for talent must be a priority.
How do you achieve this?
You need to consider that candidate experience is the critical linchpin. As you bring candidates into the recruitment funnel through various channels, their journey should be engaging, informative and transparent. Meeting their needs will be challenging — our survey found that about 70% of human capital leaders say workers today have growing expectations of employers — but this is important to successfully engaging high-quality talent. You must state a clear Employer Value Proposition (EVP), create a vision for advancement in the organization and convey the importance of their individual contribution to the greater good.
Companies that do this well are also excellent talent mobilizers. Some of the best-known corporate brands globally have a well-recognized reputation as employers. Their burden to win the competition for talent is substantially lessened because their employer brand does much of the heavy lifting around attraction and engagement and broadens their reach to wherever the skills are located. After all, these companies transcend geographic boundaries and offer a highly compelling EVP that resonates with any audience around the world. Workers are willing to come to them, aware of the prestige of joining such businesses. Examples are plentiful. Glassdoor’s annual list of best places to work includes Facebook, Google, McKinsey, Johnson & Johnson, BASF and others.
How can you form a strategy that takes advantage of talent mobilization?
Like everything else, begin by familiarizing yourself with all of the cutting-edge developments around talent. This may sound like a challenging task, but we’re providing a shortcut for you. Our 2017 Talent Trends Report identifies the 10 most critical trends to look out for this year, covering issues such as talent mobilization, workforce automation, the freelance economy and HR digitalization. Our report is designed specifically to help you navigate an increasingly complex talent market by simplifying the concepts behind each trend and helping you to see how your organization is affected.
Don’t miss out on an opportunity to break free beyond traditional workforce limits by requesting your copy here.
About the Author
Michel Stokvis is the director of Randstad Sourceright’s Talent Innovation Center. With more than 20 years in the industry, he has deep experience in RPO and MSP solutions, having served on both the client and provider side. His previous roles have spanned across numerous global markets and provided an opportunity for him to work with a variety of companies in many sectors.Follow on Twitter More Content by Michel Stokvis