kelly Global workforce index ENGAGING ACTIVE AND PASSIVE JOB SEEKERS: natural resources
The Kelly Global Workforce Index 2014 contents The Kelly Global Workforce Index (KGWI) is an annual global survey A total of 31 countries participated in the survey, utilizing 20 different languages. It also identifies one of the challenges faced by employers in seeking to 3 Confronting employee disengagement revealing opinions about work and the workplace. Almost 230,000 people Results span workplace generations, as well as key industries and occupations. identify outstanding talent at a time when many employees may not be 6 Connecting employees in conversation across the Americas, EMEA and APAC regions responded to the 2014 survey. The topics covered in the 2014 KGWI survey include: Engaging active and passive job seekers Career development The candidate experience from hiring to onboarding This first installment, on the topic, Engaging Active and Passive Job Seekers, examines the nature of the contemporary job search process from a candidate s perspective across the Natural Resources sector. It looks at the state of employee engagement with work following a period where many have actively pursuing a change of job. These hidden candidates represent a considerable reservoir of talent. While once they would have remained in the shadows for recruitment purposes, in the online world, they are engaging in a range of conversations that can be of great interest to potential employers. 8 Opening the door to new talent 12 Social media and career networking 15 Online job boards lead the way 17 The employee preference in online job boards 19 Conclusion: Casting a wider net Worker preferences and been unsettled by industry workplace agility restructuring and job cutbacks. 2
Confronting employee disengagement One of the features of the contemporary workplace in the aftermath of the global economic slowdown is a sense of disengagement experienced by some employees who may have been buffeted by business restructuring, cutbacks or layoffs. 3
Employee engagement Like many workers, those in the Natural Resources industries are displaying signs of this fatigue. How committed or engaged do you feel with your current employer? (% Totally committed by Country) 60% Globally, less than a third (32%) of those in Natural Resources say they are totally committed to their current employers. This clearly has implications 50% NORWAY for workplace morale and productivity. The level of engagement in APAC (30%) is slightly higher than in EMEA (27%). Looking across countries in EMEA and APAC, the highest levels of engagement are in Norway (52%), India (43%), Italy and Indonesia (both 39%), and Russia (37%). The lowest are in Hungary (12%) and Singapore (20%). 40% 30% 20% 10% INDIA ITALY INDONESIA RUSSIA MALAYSIA POLAND SWITZERLAND FRANCE GERMANY PORTUGAL UNITED KINGDOM AUSTRALIA CHINA SINGAPORE HUNGARY GLOBAL 32% APAC 30% EMEA 27% 0% 4
Employee perception of value to employer Closely tied to the notion of employee engagement is the issue of how valued employees feel. To what degree do you feel that you are valued by your current employer? (% Highly valued and Valued by Country) 70% An employee s perception about value, or worth, impacts on a host of workplace performance outcomes. Globally, 42% of Natural Resources employees say they feel valued at work, but with a significantly higher rate in APAC (50%) than in EMEA (37%). The highest rates are in Russia (64%), and India and Indonesia (both 56%). The lowest are in Italy (20%), Portugal (29%) and France (30%). 60% 50% 40% 30% 20% RUSSIA INDIA INDONESIA NORWAY MALAYSIA CHINA SINGAPORE POLAND SWITZERLAND GERMANY UNITED KINGDOM AUSTRALIA HUNGARY FRANCE PORTUGAL ITALY APAC 50% GLOBAL 42% EMEA 37% 10% 0% 5
Connecting employees in conversation Many employees like to keep their employment options open and, therefore, need to have communication links with potential employers. The survey results show that targeting prospects with regular, personalized communications can be an effective technique to building a relationship. 6
Preferred method of engagement When candidates in the Natural Resources sector are asked about their preferred means of engagement, the strongly favored method is periodic contact through phone calls, emails and messages from employers about relevant work opportunities. This method is greatly preferred in EMEA (63%) ahead of APAC (47%). Which of the following best describes how you would like to be engaged by a prospective employer? (% by Region) 80% 60% EMEA APAC Global Participation in a firm s talent community and its social media network is becoming more important, particularly in APAC where almost a quarter (22%) have embraced the idea of talent communities, well ahead of employees in EMEA (7%). 40% 20% 0% Receive periodic contact regarding work that fits my skill set and interests Participate in the company's talent community/networking with others in online talent community pool Participate in the company's social media network Participate in social events/networking opportunities with company employees Receive updates on company's financial performance Other 7
Opening the door to new talent Online talent communities are still a relatively new technique in talent pool management, but they hold appeal in certain markets and are gaining traction. An online talent community is an interactive forum where individuals engage with company representatives and other community members. They will be informed about the business as well as hear about potential job opportunities. This study focused on employer/company-specific talent pools. 8
Experience in online talent communities Globally in Natural Resources, 17% of workers say they have participated in employers online talent communities. Have you had any experience participating in an employer s online talent community? (% Yes by Country) 50% The average across APAC is 28%, considerably higher than in EMEA (9%). 40% INDONESIA Across APAC, there are very high rates of engagement through talent communities in countries including Indonesia (45%), India and Malaysia (both 25%), and China (23%). In EMEA, the UK (28%) stands out for its high level engagement. 30% 20% 10% UNITED KINGDOM INDIA MALAYSIA CHINA SINGAPORE POLAND HUNGARY AUSTRALIA RUSSIA PORTUGAL GERMANY ITALY NORWAY SWITZERLAND FRANCE APAC 28% GLOBAL 17% EMEA 9% 0% 9
Advantages of online talent communities The advantages of online talent communities among those who have participated (17% globally) largely centre on access to jobs, cited by more than two-thirds (68%), but more important in EMEA (63%) than APAC (58%). If Yes to the previous question*, what do you like most about participating in an online talent community? (% Globally, multiple responses allowed) 80% EMEA APAC Global There is also an attraction to the idea of learning more about a company, cited by 41% globally. 60% A total of 37% say they like learning what it is like working for a company from current and former employees. This is much more of an attraction in APAC (41%) than in EMEA (31%). 40% 20% 0% Access to job opportunities Learning more about a given company Learning what it is like to work for a given company, from current and former employees Access to relevant skill development information Access to trusted career information/tips Access to trusted industry information Other * Have you had any experience participating in an employer s online talent community? 10
20 Level of interest in online talent communities 10 The idea of participating in these online talent communities holds a certain amount of appeal for many employees, offering a glimpse 0 If no experience with online talent communities, how interested would you be in participating? (% Very Interested and Interested by Country) 70% Poland Indonesia Portugal China Malaysia Singapore Hungary Italy Australia Switzerland Russia Norway UK France Germany - EMEA APAC GLOBA inside a potential workplace. Globally, among the 83% who have no experience of online talent communities, 41% say they are either very interested or interested in becoming involved. However, there is considerably higher interest in APAC (51%) compared with EMEA (35%). 60% 50% 40% 30% 20% POLAND INDONESIA PORTUGAL CHINA MALAYSIA SINGAPORE HUNGARY ITALY AUSTRALIA SWITZERLAND RUSSIA NORWAY UNITED KINGDOM FRANCE GERMANY APAC 51% GLOBAL 41% EMEA 35% 10% 0% 11
Social media and career networking One of the more common means of communication with potential candidates is through social media, which has become an important conduit in the employment decision-making process for many employees. 12
Use of social media networks in employment decisions Approximately one-third (35%) of Natural Resources respondents globally rely on social media in Do you use your social media network when making career/employment decisions? (% Yes by Country) their job and career decisions. However, the APAC region is well above the global average at 56%, while EMEA is below, at 32%. The most prolific users of social media in career and/or employment decisions are China (69%), India (64%), Malaysia (56%), Indonesia (54%) and Singapore (52%). The biggest users in EMEA are Poland (49%), and Hungary and 70% 60% 50% 40% 30% 20% CHINA INDIA MALAYSIA INDONESIA SINGAPORE POLAND HUNGARY SWITZERLAND NORWAY AUSTRALIA GERMANY ITALY UNITED KINGDOM PORTUGAL RUSSIA FRANCE APAC 56% GLOBAL 35% EMEA 32% Switzerland (both 41%). 10% 0% 13
Preference for social media as a job search tool The uptake of social media means that it is occupying a newfound place as a direct jobsearch tool, particularly at a time Would you be more inclined to search for jobs via social media than traditional methods? (% Yes by Country) 70% when traditional print advertising for jobs is declining in many markets. Globally, more than one-third (40%) say they are now more inclined to search for jobs via social media than through traditional means, such as newspaper advertisements, online job boards or recruitment companies. APAC (54%) is well above the global average in terms of the use of social media for job searches. It is also well ahead of EMEA (40%). 60% 50% 40% 30% 20% INDONESIA MALAYSIA INDIA SINGAPORE CHINA FRANCE POLAND UNITED KINGDOM AUSTRALIA GERMANY ITALY SWITZERLAND HUNGARY PORTUGAL RUSSIA NORWAY APAC 54% GLOBAL 40% EMEA 40% In some of the fast growing 10% economies of APAC, social media plays a prominent part, most notably 0% in Indonesia (64%), Malaysia (61%), India (60%) and Singapore (59%). * Traditional methods includes newspaper advertisements, online job boards or recruitment companies. 14
Online job boards lead the way The way that Natural Resources employees secured their most recent jobs tells much about the changing face of recruitment and the differing trends in global markets. 15
Most common method of securing work Almost a quarter of respondents (24%) globally secured their most recent job via an online job board, a trend that is largely mirrored across EMEA (25%) and APAC (26%). How did you secure your most recent job? (% top four methods by Region ) 30% EMEA APAC Global The use of recruitment/staffing companies and headhunters was the second most frequent method of securing work, at 19%, both globally and in EMEA, but considerably higher in APAC (26%). 20% Direct approaches from employers/ recruiters are consistently 15 16% in all the regions. 10% The use of word-of-mouth as a means of securing work is roughly twice as common in EMEA as it is in APAC. 0% Online job board Recruitment/ staffing company/ head hunter Direct approach from employer/recruiter Word-of-mouth 16
The employee preference in online job boards With the growth in online job boards as recruitment tools, there have emerged a number of differentiated offerings to meet audience s needs. 17
Preferred online job boards The preference among all respondents are general job boards that cater to a broad range of positions and industries. Globally, 77% prefer these, with EMEA (84%) and APAC (80%), both displaying a strong preference for these outlets. Which of the following types of online job boards do you most prefer for searching job opportunities and/or evaluating the marketplace? (% by Region, multiple responses allowed) 100% 80% EMEA APAC Global Company-specific job boards also have a relatively strong following with approximately one-third globally using these, as well as across EMEA and APAC. Aggregator job boards, which gather a host of information and place it on a single site, are preferred by approximately onethird globally, by some 38% in EMEA, but by only 11% in APAC. 60% 40% 20% Niche and/or association-specific job boards are the preferred choice of 0% General job boards Company-specific job boards Aggregator job boards Niche and/or association-specific job boards 21% in EMEA and 25% in APAC. 18
Conclusion Casting a wider net The advent of digital and online communications has opened up a plethora of conversations about work and the workplace. Employers now have a number of avenues both to attract the most compelling talent and to convey information about their businesses as preferred places to work. This has made it possible to identify and engage passive job seekers who may be open to the right job at the right time. Employees have moved en masse to online job boards as the preferred vehicle for hiring. They have also been quick to utilize social media in a variety of career- and job-related discussions. There is also growing recognition of the role of online talent communities as a forum for informed conversations with past and current employees, providing prospective candidates with valued insights into the workplace. With the opening of multiple platforms on which to converse and exchange views, employers have an opportunity to make a contribution, to highlight key values, and to capture a wider array of candidates. 19
About the kelly global workforce index The Kelly Global Workforce Index (KGWI) is an annual global survey revealing opinions about work and the workplace. Approximately 230,000 people across the Americas, EMEA and APAC regions responded to the survey. The survey was conducted online by RDA Group on behalf of Kelly Services. About Kelly Services Kelly Services, Inc. (NASDAQ: KELYA, KELYB) is a leader in providing workforce solutions. Kelly offers a comprehensive array of outsourcing and consulting services as well as world-class staffing on a temporary, temporary-to-hire, and direct-hire basis. Serving clients around the globe, Kelly provided employment to approximately 540,000 employees in 2013. Revenue in 2013 was $5.4 billion. Visit kellyservices.com and connect with us on Facebook, LinkedIn, and Twitter. Download The Talent Project, a free ipad app by Kelly Services. An Equal Opportunity Employer 2014 Kelly Services kellyservices.com EXIT 20