Recruitment marketing successes of 2011

As we head to the end of the year, Employment Office have decided to take a quick look at some of the highlights and recruitment marketing successes of 2011. Human Capital magazine’s 2011 study of more than 600 Australian owners and decision makers of small to medium businesses found that almost 4 in 10 businesses believe [...]

As we head to the end of the year, Employment Office have decided to take a quick look at some of the highlights and recruitment marketing successes of 2011.

Human Capital magazine’s 2011 study of more than 600 Australian owners and decision makers of small to medium businesses found that almost 4 in 10 businesses believe they are performing better now compared to this time one year ago, with one third stating that they feel more confident about the year than last. Consequently, hiring confidence has returned, but skills shortages have also emerged, with 6 in 10 Australian businesses stating that they are struggling to find appropriately skilled staff.

According to the Australian Government’s Job Survey (2011), for the past five years employment growth has been strongest for: Community and Personal Service Workers (up by 24%), Professionals (up by 19%) and Managers (up by 15%). However, over the year, employment growth has been particularly strong for Sales Workers (up by 9.4%) and Technicians and Trades Workers (up by 6.7%). This is partly due to the recovery from the global recession which has seen a strong demand for trade skills from the Mining sector, as well as businesses now focusing on expanding their customer base and market penetration. In general, it has been found that hiring is gradually improving among companies of all sizes. Thirty percent of large business owners, 27% of medium business owners and 14% of small business owners planned to increase full-time, permanent numbers in 2011.

As a result, in 2011, we have seen an increasing amount of pressure to attract, place and retain the top talent across industry sectors.More and more companies are starting to realise that the conditions of the past few years have created an environment where many of their top producers are now, or will be, looking for new positions. Here, we take a look at some of the innovative and successful ways in which companies have utilised effective recruitment strategies.

Telling a Story – The Rise of Recruitment Videos

In the age of numerous web tools and companies competing for candidates, video is emerging as one of the key mediums in connecting and engaging with talent. According to a study by Adweek and Harris Poll, brands are projected to more than double online video advertising spend over the next three years. This move suggests web behavior is shifting and that your ideal candidates are more likely now than ever to stream video content about career opportunities. More than one-half of job seekers are eager to see the experiences of current employees in the form of professional and candid videos searchable on a careers site, YouTube and on-demand in online advertising campaigns.

As an example, Google’s recruitment channel on YouTube gives viewers a glimpse into the work life of “Googlers,” and features camaraderie between coworkers, the mind-blowing facilities and the creative freedom that real employees cherish. Instead of just telling talent what it’s like to work at Google, these videos show them. However, you must make sure the videos are an integrated part of your recruitment, and not just a nice add-on feature. Place the videos in a context or link them to a recruitment campaign, and make sure the message is realistic and honest. Alex Fraser, a client of Employment Office, along with Flight Centre have both also seen the advantages of recruitment videos, and have recently implemented these successfully in their recruitment campaigns.

Social Media – Creating Instant Networks

Social networking accounts for 1 of every 6 minutes spent online. LinkedIn has over 120 million users, Twitter has over 175 million users, and Facebook more than 750 million. That equals a lot of potential talent for your company. Research conducted by Employment Office has shown that the number of candidates applying for advertised positions from social media sources has risen over the past year by a massive 48%! So it makes sense for an organisation to engage potential candidates via social media, and to invite its employees to use it as a viable recruitment channel.

As a great example, 20% of recent recruits in Australia’s Deloitte Online were identified via Twitter. A single 140 character job posting, taking 30 seconds to create and being distributed for free, can rapidly identify multiple candidates with highly relevant skills and interests. The National Recruitment Team at Deloitte uses social media to increase brand awareness, to source talent pro-actively, to leverage their employees’ existing networks, to present a realistic user-generated impression of Deloitte Australia for prospective candidates and clients, to mobilise all of their employees to act effectively as recruiters AND to engage and collaborate internally. In the past, recruitment agencies would likely have been engaged to fill these roles, at the cost of tens of thousands of dollars and with search timelines spanning multiple months.

e-Recruitment – Building a Database

Last year also saw a rise in the use of e-recruitment software, not only for access to a streamlined and centralised approach to candidate management, but also to allow organisations to build their own database of candidates which they can draw on. E-recruitment systems allow for applicants to answer role specific questions and for employers to look for certain keywords in a candidate’s application to see if he or she will be an asset to the organisation in question, among many other things. This is highly important in a candidate short market where good candidates have many options and expect instant response to their applications. E­recruitment software also allows you to effectively build a talent pool of candidates by retaining speculative and star candidates for the future, and then contacting them when an appropriate vacancy is advertised, thus saving on time and cost per hire.

Incentivising – Increasing Employee Retention

On a different note, more than half of Australian employees are slacking off due to lack of recognition for hard work, according to research from SHL, which found that an astonishing 55% of employees are less likely to put in their full work effort if they feel that they aren’t receiving recognition when deserved. It is widely recognised that in today’s world, reward is about far more than pay, and incentivising the people who make the most difference to your business has been proven to inspire change and drive business performance. This year, with top players being drawn to other roles and retention being more important than ever, businesses have found that they can dramatically increase the performance of their employees simply by showing employees that their work is valued. By acknowledging employee efforts and contributions, businesses have found themselves reaping the rewards with increased employee satisfaction, productivity and retention. Simple gestures like saying ‘thank you’, or giving small gifts such as movie tickets or vouchers, an extra day of annual leave, or even a ‘sleep in’ where the employee gets to come in late on a nominated day can have a drastic effect! Employment Office have implemented a few of these, in addition to finishing half an hour early on a Friday to reward the hard work of our employees, and it really has proven to motivate and satisfy. If your employees are also involved in talent acquisition, rewarding not only good recruiting results, but also good recruiting behavior, can also lead to higher employee engagement with the company.

Recruitment Advertising – A Success Story

Lastly, Australian travel company Flight Centre Ltd this year won the Excellence in Online category at the 2011 CareerOne Advertising Excellence Awards Queensland. The category recognised Queensland based companies that demonstrate successful and innovative online recruitment advertising through “unique conceptualisation, presentation, use of technology, visual impact, image and appeal to the intended audience”. Finding new and inventive ways to attract the right candidates is a key element in keeping the standard of recruitment high, and titled the Novice Health Campaign, Flight Centre’s online strategy was designed to attract candidates to entry level travel consultant positions. The winning campaign and award submission was proudly coordinated by Employment Office.