5 recruiting trends for 2020

August 3, 2022

Modern recruiting requires more creativity and bigger investment than before. Although digital channels have made it easier to share job advertisements, organisations get more applications than they have time to look into properly. Workforce turnover is higher than ever and competition for the best employees is fierce.

Organisation that manages to create a good employer brand and uses new technology in recruitment, both in utilizing data and speeding up the process, collects the most potential employees and succeeds the best in global competition.

How to differentiate yourself from other employers and build a great employer brand? How to speed up the recruitment process? How to avoid unnecessary interviews and wrong hires?

The future of recruiting has been a burning subject at Mazhr with the development discussions of our new Mazhr Recruiting -service. We want to share our thoughts about the trends that will continue in the heart of recruiting next year.

1. Changing workforce – millennials and Gen-Z in worklife

75% of the workforce will be millennials by 2025. Many organisations need to change the way they operate, as millennials are digital, mobile, global and flexible. The values of work life emphasize purpose, meaning, continuous learning and development, and the work-life balance. Millennials want to work for organisations that represent their values and their views.

Millennials use more social networks to find work. Many organisations have for example employee referral programs where the referral that leads to recruitment gets a reward. In the future, different ways of working, such as remote work (distributed work), freelancing and project work, will become more common. Organisations will also move from corporate hierarchical structures to networks of teams.

How do you take into account the changing workforce in recruitment and ensure an attractive value proposition?

2. Recruitment marketing and good communication in the digital world

Recruitment marketing uses many marketing techniques to find and attract the best employees. Because the competition for the best talent has intensified, it is important to know what channels the target audience actively use and engage with them there. This way you also reach people that are not actively searching for a job, but are willing to hear about new opportunities. With recruitment marketing you can for example improve your employer brand, reach the potential employees in social media channels and engage with them and get them to apply for open positions.

Do you know what channels your potential employees are actively using?

3. Good employer brand and candidate experience

97% of talent acquisition professionals believe that employer brand has a big or some impact on the success of recruitment.

Employer brand is based on the organisations activities, employer benefits, communication, values and candidate experience. Employees usually commit to a good employer brand and this has a direct link to the turnover. The importance of employer brand is emphasized with millennials, who want to do meaningful work where they feel important and valued.

All the companies have an employer brand in the eyes of the employees and potential candidates. How do you make sure it’s an appealing one? How can you develop the employer brand and communicate it successfully?

4. Hire potential, not just experience

Work life and business are changing, and with this the future jobs and job descriptions. It is important for the organisation to prepare for the future and acknowledge changing needs and business models. By taking potential and soft skills into consideration in the recruitment it is possible to hire a person who can succeed in the job even when things are changing around them. If you want to read more about the subject you can read the blog post “Hire potential, not just xperience” from Anja Kahri.

Soft skills to look out for in 2020: emotional intelligence, learning and adaptability, innovativeness, creativity, communication, teamwork, analytical thinking. The World Economic Forum also made its own list of top 2020 skills:

Top 10 skills in 2020

5. Data, new technology and Artificial Intelligence

When we talk about the personal data of employees and applicants, it is important to mention data security that will surely become more important in the future.

Data-driven decision-making in recruitment enhances reliability and objectivity. The impact of prejudices is also minimized. Organisation can base its recruitment on data and improve its employer brand with as little discrimination as possible in the process. And it is known that diversity enhances employee satisfaction, productivity and commitment, as well as a positive employer image.

More than half of the talent acquisition professionals say their biggest challenge is to cost and time efficiently filter applications from a vast applicant pool and only 25% recruiting professionals experience that their recruiting technologies match their current recruiting needs. The use of artificial intelligence might not be in the level that we thought few years back, but the future is bright.

In addition to creating new jobs and professions (for example in the sectors of shared economy, product development, education/mentoring and research), artificial intelligence also brings efficiency, accuracy and speed to recruitment. New technology can speed up and enhance the recruitment process and help in the decision-making.

In the future, for example, recognition of facial expressions may be used to assess how an applicant responds to different situations in the recruitment and whether they are truthful. Does the episode sound like a Black Mirror episode? This may already be our reality in 2020.

Venla Tulppala
Marketing and communication

More about the subject:

  • IBM
  • World Economic Forum
  • Monster: Työnantajamielikuva 2018 -research
  • Ideal

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