Let’s face it. Hiring isn’t getting easier. Best practices that were considered cutting-edge five years ago are now passe and this fluctuation has many employers frustrated. Is your boss looking to you for answers? If you feel like you’re overwhelmed by the war for talent, consider adjusting your strategies by making sure you’re not making the same mistakes as many of your peers.
To help, we recently hosted a webinar with Kyle Lagunas, Research Manager, Emerging Trends in Talent Acquisition & Staffing at IDC and Lisa Holden, Employer Communications Manager at Glassdoor. Lagunas shared new IDC research from the survey report, Trends in Job Advertising and Distribution (doc #US41869716, October 2016) and Holden offered insights on three common recruiting mistakes, and how you can avoid making them.
Mistake #1: Your heart is still set on job boards
The IDC survey identified that 59% of employers are posting their open jobs to five or more job boards, yet effectiveness is waning. Lagunas explained, “The post and pray model is still very much alive. This is legacy behavior and the level of change to pivot from it is not insubstantial. Talent acquisition performance metrics are still very much volume measured. It’s always what’s been done, but is inefficient. Recruiters are drowning in applicants and it’s not a sustainable model anymore. Today’s candidates want more than just the job postings. They have more questions than ever because we are in the information age.”
The way out of this problem is to take a fresh look at budget allocation. Take a look at where you’re utilizing various marketing advertising channels, and then assess how well they are working today, vs. in years past. You can use this analysis to make smarter recommendations about re-allocating resources. Getting the right messages in front of the right people can save your company money, lowering cost per hire. It can also save you time, by reducing resume count in favor of resume quality.
Mistake #2: Not investing where the talent is
The way people search for jobs has changed. They read reviews and look at social media at each stage of the job process. They want to find information on the culture of the company before applying, and they look for social validation. While job boards will likely yield a lot of applicants, the applicants won’t be as qualified because they don’t know as much about you. Research allows candidates to self-select, choosing to apply to your opening over the competition.
Lagunas says this is why sites like Glassdoor are gaining popularity as a destination for job seekers. In fact, Lagunas’ research shows that Glassdoor is one of the most effective channels for job advertisement along with LinkedIn. Unlike traditional job boards, Glassdoor features the latest job listings paired with millions of workplace reviews and ratings from current and former employees.
“This is significant because Glassdoor is a different model,” said Lagunas. “Candidates are able to get the bigger picture about what it’s actually like to work at a company, and those looking beyond traditional job boards are the highest quality candidates. The answer is to go where the talent is,” said Lagunas. “By doing so, you’re not just saving money, you’re utilizing the right channels and increasing effectiveness – This is critical.”
Further research substantiates this claim. A leading third party recruiting firm recently looked at 30M applications from various sources and compared for cost per hire and apps per hire. Glassdoor returned great results for cost as well as quality. It takes half as many resumes to find a hire through Glassdoor, than the leading jobs aggregator and considerably more than other sources. That’s no surprise to Glassdoor. We have long known anecdotally that the rich data we provide helps weed out people who might not be right fits for companies — and helps get the right fits in the top of the funnel.
Mistake #3: Misusing social for hiring
The IDC research also finds that social media channels are better leveraged as source of influence, rather than source of hire.
“Social media has been a huge catalyst for change in the world of talent attraction. Unfortunately, we’re still misusing social – not effectively utilizing it,” said Lagunas. “All recruiting should be powered by social media, but usage does not equal effectiveness. It’s important to shift how you’re using social. Use it as a place to connect with and leverage your existing employees, and a place to extend the reach of your employer brand, rather than relying on it strictly as a recruiting tool. Social media is better as a channel for nurturing potential candidates.”
Source of influence is a way of understanding the candidate journey from attraction to application. To evaluate your social approach, look at the channels you’re using and how consistently you’ve invested in engaging with each channel. Consider viewing social as a source of influence, and remember that social is one of the best ways to show your employer brand in action.