corporate recruitment redefined - 2016 hr trends

CORPORATE RECRUITMENT REDEFINED

Trend and Innovation Thought Leadership

December 2015

© Copyright Lacuna Radar Ltd 2015

CORPORATE RECRUITMENT: TREND RELEVANCE MAP Highlighting the most relevant HR trends linked to strategic themes

1. RECRUITMENT CHANNEL TRENDS

Human BrandsRefers to brands that embody a transparent, empathetic approach to consumer engagement. They are characterised by products and services that are designed around the needs of their consumers, and communications that resonate with issues that consumers are concerned about. Human Brands successfully boost brand loyalty by proactively addressing issues consumers are concerned about.

User Generated ContentRefers to people creating free content for companies on their websites and social media channels as part of social media campaigns which capitalizes on the greater trust placed in the opinion of peers, family and friends than a company spokesperson.

GamificationRefers to the application of game-design and gaming mechanics to better engage users or audiences with problem-solving, goal-achievement or tasks with social elements. Gamification is a popular technique applied to, for example, creative engagement models, user-experience design of mobile and web apps, retail rewards, health-tracking and personal financial management.


HUMAN BRANDS

Fiat Chrysler gives free college tuition to employees’ children and spousesFiat Chrysler Automobiles is covering college tuition to Strayer University for the spouses and children of workers at all of its 118,000 Chrysler, Jeep, Dodge, Ram Truck, and FIAT dealerships nationwide. The educational drive is targeted to retain current employees and attract new ones. The turnover rate at some Fiat Chrysler Automobiles dealerships has been 35% at least once every 12 months and turnover in showrooms alone was between 45% and 60%.

Starbucks developed a College Achievement Plan for its employeesIn June 2014, Starbucks launched its College Achievement Plan, a partnership with Arizona State University covering tuition fees for its employees (or “partners”) to complete their bachelor’s degrees. Since the start of the College Achievement Plan, Starbucks has substantially increased its recruiting and retention with 63% of new hires at Starbucks expressing interest in taking advantage of the tuition benefit.


HUMAN BRANDS

Lunchcruit Offers Free Lunch with Interesting Startups

Lunchcruit helps candidates build a wider network with sit-down meals. Just like Ok Cupid or Tinder, the website lets job-seekers browse through companies (mostly startups) and pick one that they’d love to know more over a meal. To book an appointment, they have to provide their field of expertise (software engineer, designer, etc) and city. Lunchcruit then searches its database for companies related for their field of interest. After taking their pick, a representative from the company will decide if they are interested in this candidate. If so, they will set up with a free lunch.

L'Oréal Uses Emojis and Selfies to Transform Its Hiring ProcessLooking to capitalize off on the Selfie trend, L'Oréal had its own idea: Have their recruiters take selfies with the hires that stood out to them. After collecting more than a dozen, L'Oréal put them all on a webpage, where visitors were encouraged to follow the company on LinkedIn for more content like it. Along with generating more followers, the move humanized the company’s recruiting team, and made L'Oréal feel like a place where people really care about each other.


USER GENERATED CONTENT

L’Oreal asks employees to share advice they would give their younger selves and more

L'Oréal decided to ask their own employees what advice they’d give to their younger selves. The campaign proved successful, as thousands of people viewing the content, with many of them either following L'Oréal on LinkedIn or applying for a job at the company. Overall, the content above drew an average of 50,000 unique visits a month to L'Oréal's recruiting pages and fuelled the growth of the company’s LinkedIn following, which now stands over 700,000 people. Additionally, it showcased L'Oréal as a cutting-edge, creative company, which precisely matches their employee value proposition (EVP).


GAMIFICATION

Ogilvy One launched the world’s greatest sales person campaign

To add quality talent to their sales team advertising agency OgilvyOne launched a clever recruitment campaign to find 'The World's Greatest Salesperson'. Using a dedicated YouTube channel and targeted social media campaign they invited applicants to sell them a brick! Top contestants were given a chance to pitch at the Cannes Lions International Advertising Festival and the winner received a 3 month paid fellowship with the agency.

Mastercard Canada - internship social media challengeUsing the hashtag #internswanted, Mastercard Canada gave college students the chance to compete for an internship on social media. Applicants each submitted an idea for a product, app, or technique to help the company move towards creating a cashless future. Contestants were judged on the amount of 'likes' and 'retweets' their ideas got. They received 532 qualified candidates, and expanded their program to hire an additional intern due to the talent quality.

2. TRENDS IN TALENT EXPECTATIONS

Conscious ConsumerRefers to that consumer who actively seeks out authentic and sustainable goods and services. They are willing to pay premium prices for what they perceive to be ethical brands as a way of expressing support, or investing in, a particular cause. The Conscious Consumer may also boycott brands believed to be harmful to society.

Collaborative ConsumptionAlso known as the sharing economy, it refers to the fundamental shift from ownership to access. Driven by the economic downturn, the rise of Web 2.0 and an emphasis on community by Millennials, Collaborative Consumption is an emerging movement that sees industries being disrupted by entrepreneurs who seek to generate value through communities of shared, under-utilised assets.

On-the-go ConsumerRefers to the rise of consumers who are time-constrained and always on the move. These consumers are unlikely to walk into a store or sit down at a restaurant, and would rather opt for products, services and technologies that have been specifically designed to facilitate life on-the-go.


CONSCIOUS CONSUMER

H&M Highlights Values in US Recruitment

The recruitment campaign features 50 employees telling their personal success stories and talking about H&M’s benefits and commitment to diversity and sustainability. The campaign, which emphasizes what is possible at H&M, will also include outdoor billboards, in-store displays and a college tour in an H&M Airstream. While H&M pays more than the $12.03 national average for full-time sales associates, the recruitment campaign’s focus is on flexibility, social responsibility and personal fulfilment over straight salary.

Millennials’ quest for meaning is changing the recruitment landscape

A research by MaRS Discovery District and career platform Bmeaningful, revealed that 83% of Millennial students are willing to take a 15% pay cut for a company that matches their ideals, and are having interest in careers that blend a good salary and a good cause. It also highlights the importance of a retention strategy to keep top Millennial talent engaged with social initiatives authentic to the company, beyond just cheque book philanthropy.


COLLABORATIVE CONSUMPTION

Attitudes to employment and loyalty are changing A survey of US Millennials in the workplace was conducted by Elance-oDesk and Millennial Branding. It explains that freelancing remains an extremely attractive option for Millennials, citing flexible working times and locations, and the ability to choose work that is interesting to them as the main reasons for not signing a permanent contract at any one organisation. By retaining a degree of flexibility and changing jobs more often, Millennials believe they are more able to ascertain the variety of skills and experiences necessary to start their own businesses. More than three-quarters (79%) said they would like to be their own boss.

Elance/oDesk started the Gig EconomyElance - oDesk is an online staffing platform based in Mountain View, California operated by Upwork. A merger with oDesk, another online staffing platform, was confirmed in December 2013. The deal was finalized in April 2014 and the two companies will create a resource that consists of 8 million freelancers and 2 million businesses.


ON-THE-GO CONSUMER

Work anywhere- SpareChair is a co-working app for the Airbnb generation.SpareChair is a micro-co-working service that enables people to rent their desk space to strangers in return for a small fee and some company. Seats range from a spot at a dining table or a desk in a traditional co-working space to a professional creative studio or a corporate meeting room. SpareChair hosts can advertise as many or as few spaces as they like and benefit from being able to control their working environment better than, say, a wifi-enabled café, where finding a space and dealing with noise can be disruptive.

Global Go-Getters

Jobbatical, a neologism made from ‘job’ and ‘sabbatical’, is a platform connecting employers in far-flung corners of the globe with travel-hungry Millennials who want to start saving for life’s big purchases. The jobs board features short-term job offers for teams from 39 countries, including opportunities such as a computer vision and graphics designer for a posting in Bangalore and a Ruby on Rails expert in Vietnam. The service is tailored towards programmers and designers as domain expertise is in great demand in developing countries.

3. TRENDS IN RECRUITMENT TECHNIQUES

PersonalisationRefers to methods brands use to customize products and services to suit consumers' specifications. It generates more sustained customer engagement by catering to growing consumer desires to express their individuality as well as the status acquired by tailoring a brand to their needs.

Social RecruitmentRefers to companies using social networking sites to review job applicants’ profiles and candidates actively using their social media channels like Facebook, Twitter, Xing and LinkedIn to search for opportunities.

Crowdsourced CommunitiesRefers to the growth of social networks and peer-to-peer groups that connect individuals around the world to solve problems, generate ideas or exchange knowledge on similar topics, collectively. They include special-interest groups on Facebook, Reddit and LinkedIn. Predictive PersonalisationPredictive Personalisation is the result of successful data-mining and analysis, where brands are able to deliver targeted offerings to individual consumers. This has applications beyond retail.


PERSONALISATION

Red 5 Studios offered personalised iPod to dream candidates.

Competing with larger software companies for the same pool of talented candidates, Red 5 had to think outside the box. They selected 100 'dream' candidates (all employed elsewhere), used social media to research them extensively and sent each a personalized iPod complete with a message recorded from CEO Mark Kerr covering the candidate's previous work and inviting them to apply. 90 out of 100 recipients responded and 3 left their jobs to join the Red 5 team. A big win.

Ad Agency Channels James Bond To Poach Talent

In order to attract creatives from the country’s top companies and also demonstrate what a “fun agency they are to work for,” Dubai ad agency FP7 placed mobile phones inside fake ad industry books and mailed them to creative professionals that they wanted to poach. Each “Poaching Phone” was placed inside fake industry self-help books that were custom-designed to match the target recruit’s interests. The phones were also programmed with a single number, the number of FP7’s executive creative director.


SOCIAL RECRUITMENT

Recruitment In China Goes SocialThe Chinese big three ChinaHR, 51Job and ZhaoPin have dominated the Internet recruitment market for nearly ten years, but things are now moving towards Sina Weibo, Renren and other social tools. Symantec China leverages social to recruit their talent. Their micro-blog account has 5000+ followers, receives 10 messages per week that translate to 3-5 candidate interviews each month. Finally, Symantec hires 1-2 candidates per quarter leveraging Chinese social networks.


CROWDSOURCED COMMUNITIES

Renren Headhunting

Renren, a Chinese Facebook clone, targets at a younger generation of users, and has built up a successful campus recruitment app. Many companies popular among students have cooperated with Renren, such as Baidu, Tencent, Lenovo and Volkswagen. Users, employees, company recruiters, or even members of the public, are encouraged to post jobs and partake in recruiting process with rewards . Once your referral gets hired, you can get the reward, and sometimes the amount could be very big.

Get Paid for Job Referrals With This New Crowdsourced Recruiting App

ReferralMob seeks to capitalize on the positive impact that referrals can have—and moreover, make them easier to facilitate by leveraging the power of crowdsourcing. Best of all, ReferralMob makes sure that people get paid for referring successful hires. After you refer a colleague, friend or acquaintance to a job, you can split up the check once they land the position. The average reward is $6,000. And even if their referrals aren’t hired, active app users can still score points and win prizes.


PREDICTIVE PERSONALISATION

JobandTalent: Matchmaker & online headhunter

jobandtalent is the leading job matching platform. It was founded in 2009 by Juan Urdiales and Felipe Navio with the purpose of making the job hunting process easier for all types of professionals. jobandtalent's algorithm acts like a virtual recruitment consultant that analyses hundreds of thousands of jobs and suggests suitable vacancies taking into consideration their candidates’ preferences and professional profiles.


BIG SOCIAL DATA

Jobvite - the firm that helps Twitter and LinkedIn recruit tech talent Jobvite lets companies post job openings and then disseminate and monitor how those job vacancy alerts perform across other sites and recruitment services. It sends ads not just to more predictable forums like monster.com, but also social networks and Glassdoor and LinkedIn, and then monitor how well those ads do, so that companies can either modify their approach or cut out certain channels altogether.

Connectifier, The AI Powered Startup By Ex-Googlers

Connectifier helps recruiters find, qualify, and contact exceptional job candidates by leveraging a constantly growing database of more than 300 million candidates. Connectifier Sidebar is a web browser plug-in that pops up whenever a user views a profile on a social site like LinkedIn or GitHub to provide additional information like email addresses and phone numbers. Connectifier Search allows users to search Connectifier's candidate database directly.


CONNECTING THE DOTSLacuna uses a 6-Step methodology to convert trends into Front End Innovation (FEI)

1.Trends 2. Scenarios 3. Opportunity Spaces

4. Customer Insights 5. Unmet Needs 6. Idea

Generation

Lacuna Radar: Tailored technology platformLacuna Radar is a comprehensive, cloud-based solution to sustainably identify, organise and manage cross-industry trends, technologies and competitor related information within a single platform that manages the Front-End Innovation (FEI) pipeline. See www.lacunaradar.com

Lacuna’s unique 6-step methodology incorporates the use of this intuitive technology platform to convert trends into FEI. Lacuna Radar contains up-to-date, curated trend content plans to provide brands with an innovative advantage, supported by.

•Lacuna Radar Quarterly Reports on the latest trends, insights, inspirations and technologies •7 Trend Labs with specialist insight into 160 leading trends •A database of over 3000 inspirations •Trend Content Plans are available by sector e.g. food and beverage, financial services, packaging etc. with geographic filters by region e.g. Europe, Africa and Asia

Each Lacuna Radar is custom-designed and tailored to enhance our clients’ innovation portfolio. It is used by some of the world’s leading luxury brands, across varying industries and diverse markets with tried and trusted results.

http://www.lacunaradar.com/

For further information contact

Merle O’BrienPhD.c MPhil Future Studies BA FPRISA

Head: Foresight, Trends & Innovation Thought Leadership

[email protected]@lacuna-innovate | @merleobrien

corporate recruitment redefined - 2016 hr trends

Recruiting & HR