The Comprend Career Report 2015

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1 The Comprend Career Report 2015 Talent and HR specialist Tommie Cau, Comprend Finding the right job candidate is a diicult process and there s no perfect potion to success. We at Comprend want to help companies demystify the range of tools at our digital disposal in order to better meet the needs of jobseekers - and in turn, help you recruit the right individuals. We have surveyed a range of employees, students and senior staff members to learn about what sources they use to ind job vacancies, career information and what content companies should provide in order to compete in a competitive labour market. In this report, we explore the indings of the Career Survey to help organisations better communicate with jobseekers and future employees % 49% Respondents Countries Female Male The Career Report We asked students and employees how they use social media and corporate websites when looking for a job, as well as what type of content they are interested in. 120 people aged from 20 countries across the world participated in the Career Survey. We have broken down the survey results and compiled tips on how you can create engaging online career content. 1

2 Meet the candidates The labour market consists of several different groups with varying ways of obtaining career information. With each group having different information needs, it is important that a company knows how and where to communicate with the right candidates. Below you will ind information about each candidate group, based on career experience. The young professional Young professionals consist of individuals that are currently studying or have less than 5 years of work experience. LinkedIn Career days Newspapers 29% 20% 8% 29% of young professionals say they use LinkedIn as a source for information about new jobs. 20% of young professionals say career days are an important source for career info. Young professionals are the least likely to use newspapers to ind a new job - only 8% use this channel. Although these individuals are potentially the most comfortable with social media, they are the least likely to use LinkedIn. This is likely because they are in the beginning phases of building their professional network - making the channel less useful to them. It shouldn t come as a surprise that students and young professionals were the most likely to utilise career days as a source for inding a new job. This gives them a chance to meet face-to-face without the formality of an interview. Likewise, young professional are digital and tech savvy, so they were not likely to look for jobs in the newspaper. If you re looking to recruit new graduates or young professionals, skip the newspaper and go digital. 2

3 The mid-career employee Mid-career employees consist of individuals have 5-10 years work experience. LinkedIn Key Executives 49% 74% These individuals are the most likely to use LinkedIn for career information - 49% stated this was an important information source for them. 74% of mid-career employees want the key executives to be visible on the corporate website. The senior employee Senior employees consist of individuals that have more than 11 years work experience. Personal network Corporate websites LinkedIn 46% 41% 56% Senior employees have the most developed personal networks - 46% found their latest job through personal contacts. Senior employees had the least amount of trust in the corporate website providing accurate career information. 41% said rated it low on the scale of trustworthiness. Senior employees were the most likely to state that they wanted to apply for a position with their LinkedIn proile. 56% stated they wanted this function.

4 The constantly connected jobseeker 2/3... want to learn about career information on more than one channel Now, more than ever, companies need to accurately engage potential candidates across multiple platforms. Jobseekers in 2015 are constantly connected and adapting to new channels faster than many organisations. To hire the best talent, recruiters must highlight the company s employer brand in a way that is mobile, digital and multi-channel. That said, 66% of employees and jobseekers want to use multiple channels when assessing if a company is right for them. The corporate website is still the most important source for information when individuals are searching for a job, followed by LinkedIn, HR websites and social media. Taking a multi-channel approach means better meeting the needs of jobseekers, but also increases the likelihood of reaching the right candidate. Most important sources when looking for a new job in 2015 Percentage of respondents that use each channel for information about new job opportunities 66% Corporate website 60% Friends & contacts 58% LinkedIn company page 38% HR websites 31% Glassdoor, Facebook, Twitter 4

5 Key Takeaways Personal connections are one of the most trusted and eicient sources when looking for a new job, according to respondents. Make the most of your current employees by encouraging them to promote vacancies via their own social channels. Take a more holistic approach to multichannel recruitment. It shouldn t be considered a means to an end, but rather a way to build the company s reputation as a great place to work. When engaging with social media for recruiting, leverage the power of the hashtag and target niche skill groups. For instance, if you are looking to hire developers, post vacancies on LinkedIn groups tailored to those with the skill sets you require. Inspiration SCA SCA is a company that utilises a truly multi-channel approach to social media and recruitment. Each channel they employ not only adds value through utility, but also reinforces their employer brand and offering. Facebook SCA s Career Facebook page integrates a vacancy feed, highlights employees and takes advantage of cross-channel referrals. LinkedIn SCA s employees on LinkedIn act as brand ambassadors promoting the brand to wider audiences. Likewise, the company also engages with interactive elements like video. Corporate site Everything from employee interviews to direct HR contacts to social media integration, candidates are bound to ind the information they need on SCA s corporate site. Comprend experts weigh in People trust other people irst and foremost, and employee advocacy is an important part of building an employer brand. You want to get your current coworkers involved in promoting vacancies and acting as brand ambassadors, both online and oline. Sara Hernandez, Client Director and Social Media Expert, Comprend 5

6 The rise of transparency 18%... are using Glassdoor for career information For better or worse, we live in an era where individuals can share their opinions and experiences about anything and everything. This social proof means individuals can gain access to insider reviews before making a purchase. This is starting to apply to prospective employees who, via Glassdoor, can read reviews written by your own employees about what it is like to work at your organisation. The rise of Glassdoor and similar sites are increasing transparency and encouraging companies to take a more proactive approach to their employer brand. After all, what others say about you is sometimes more important than what you say about yourself. Most important sources for career information in 2015 Percentage of respondents that use each channel for career information. LinkedIn Twitter Corporate website Facebook Glassdoor 12% 23% 18% 38% 70% 6

7 Key Takeaways The corporate website remains the number one channel for perspective employees to ind career information. That said, it s important to keep your site up-to-date with engaging career content. The corporate website is the most obvious place to ind career information, but Glassdoor was a new source this year and already 18% of individuals are using it as a tool to ind career information. Be proactive and transparent about your employer brand. If an employee gives you a poor review on Glassdoor or the like, respond in an open an honest way. Show that you re listening and improving. Comprend experts weigh in... Sites like Glassdoor have fundamentally changed how much information is available to external audiences - thus making reactive approaches to employer branding the kiss of death. Being proactive about transparency and embracing openness shows that your organisation is willing to adapt. When done correctly, transparency helps organisations recruit, retain, and foster innovation. Tommie Cau, Talent and HR Specialist, Comprend 7

8 The modern application process 40%... want to apply using their LinkedIn profile The application process can often be gruelling, especially if a company utilises an impersonal, lengthy online form. Many respondents stated they will navigate away as soon as they encounter said forms. Using these forms can look outdated, especially to those individuals who want to work at a tech savvy, forward-thinking organisation. This may require big changes to some recruitment processes. However, in order to keep up with the changing behaviours of the constantly connected jobseeker, companies must also change their own behaviours and internal processes. Here s what they say Long-winded application forms are too time-consuming. Forms are an easy way to make sure you only receive applications from a certain individual. There's a risk companies miss the opportunity to actually recruit people with a different mind set, who might not it into the famous "box". Filling forms are a waste of time. I want a personal contact who has reviewed my CV or LinkedIn proile. I hate illing in job forms. It is so impersonal. A lot of companies still use very old fashioned ways in their recruitment process; for example "forcing" applicants to use certain forms. I think this is a safe way to make sure you don't attract the best applicants. Stop using forms. Use LinkedIn, Indeed or Jobvite API. 8

9 Fast facts Dislike online forms Apply with LinkedIn Prefer to apply to a named contact 77% 2% 48% 77% of individuals don t want to apply via an online form. According to the 2014 Webranking by Comprend, only 2% of Europe 500 Companies offer the option to apply with a LinkedIn proile. 48% of respondents want to apply by directly ing a named contact their CV. Comprend experts weigh in... People who care about their career also care about their LinkedIn proile. They put a lot of effort in keeping it up to date and connecting with others. Using their proile to apply for a job then becomes a very natural step. Jobseeker behaviours mirror what is happening with the larger societal shift towards user-friendly alternatives, both oline and online. I think the main takeaway here is not LinkedIn in and of itself, but rather that jobseekers are looking for an easy, seamless way to apply for a job. Right now that happens to be LinkedIn. Jaan Orvet, International Head of Creative, Comprend 9

10 Inspiration Here are a couple of Europe 500 companies that offer the ability to apply via Linkedin. Amec Foster Wheeler Amen Foster Wheeler has one of the most comprehensive career sections of all Europe 500 Companies in the Webranking by Comprend. They are one of the few companies that offers the ability create applicant proiles with multiple social media channels. Repsol Repsol scores consistently high in the career section of Webranking by Comprend. They have been quick to adapt to the changing application needs and offer both the ability to upload a CV and apply directly with a LinkedIn proile. 10

11 Recr content... content areas re e e y ee ers Does your career section present your business in a way that makes sense to a job applicant? Does it boast about all the ways you re adding to your employees knowledge? Or what about simply providing information as to where key oices are located? These items are the top three areas that respondents want to know about - not providing this information might make it more diicult to convert job applicants to employees. General company info tailored to jobseekers and geographic locations Competence development opportunities Company culture and values 11

12 The info shows the percentage of respondents that ind the information important, ranking it a 3, 4 or 5 on a scale from 1 5, where 1 is least important and 5 is most important. 7 Gal company info 7 Gaphic locations 72% Competence development 7 Compan va 6 Working envonment H a ormation B ategy 6 Diversity policy 7 A a a ights Ea a!" 5 Promotional oppor # Company stre 54! Ca its 12

13 Areas for impro$ement Working en%&'onment and conditions N()*+,-./01( ('gets 89: 4% 88: Although 68% of respondents want to learn about the working environment and conditions, only 13% of Europe 500 companies provided information about this in Only 4% of Europe 500 Companies provide a named HR contact with and telephone number, despite the fact that 68% of jobseekers ask for this information. CSR, anti-corruption and environmental targets are a growing area of concern to job seekers. That said, only 11% of companies make this data easily available in the career section. Inspiration Now that you know what content jobseekers are looking for, here are a few examples of companies that are doing a great job presenting that information. Wärtsilä does a particularly great job in providing jobseekers a clear introduction to the company from a career perspective. The company seamlessly integrates who they are, why individuals should choose to work there, while also highlighting its corporate culture. Allianz received top points in the 2014 Webranking for providing information about competence development with examples. Allianz provides an entire section devoted to talent promotion, including a comprehensive introduction to the Allianz Management Institute. According to the 2014 Webranking results, Lafarge is one of the best at presenting their corporate culture and values. The corporate culture is presented as core values, where each value is illustrated with case study examples. The company also ticks another box by integrating what the company expects from its employees. Comprend experts weigh in... Content marketing and recruitment are not as dissimilar as one might expect. When done in a genuine way, content can have the same transformative effect on recruitment as it has had on marketing. We can see in the Career Survey results that jobseekers are looking for content that humanises the brand and shows how the individual can develop and grow with the company - which are two topics that it perfectly with the content marketing concept. Leah Schothorst, Content Specialist, Comprend 13

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