We spend our lives speaking to people who are looking to leave a role, find a new role, or more often, those people who aren’t looking for a new role but have been proactively approached by us for a position we are recruiting.
This gives us unique insight into what candidates are interested in and what must happen in a recruitment process if you are to secure the right person.
So, what’s the deal?
Of course, salary is important, especially in this economy, but that’s obvious, isn’t it? The most recent KPMG and REC report on UK jobs shows only a slight drop in pressure on salaries and this is due to a continued fall in candidate supply.
The deal. The deal, or Employee Value Proposition, needs to be broad to cater to a larger variety of candidates. People’s desires and wants differ and what is of most value to one person may not be the same for another. What candidates want and what companies need is changing… pension, flexibility, good salary, life insurance, healthcare, holidays etc.
Companies are more so realising that the power dynamic is shifting, and candidates are being much more selective about where they work, and are being more vocal about what their expectations are from a role. Offering a whole host of incentives and employee benefits only goes so far and no longer makes you an innovative company with a unique offer. So, what do candidates want and how can we secure them?
In the current market, we have low levels of unemployment and people are hesitant about leaving their current employer. Here’s what we think really matters, over and above the obvious.
What’s the story?
Candidates are inquisitive and will research in depth the values, ethos and workforce of a prospective company. This helps them to decide if it is right for them. However, as a business, CEO, or head of people, do you know how to communicate your workplace culture? Can you detail your full benefits package? Why are you recruiting for this role and what is the context? What structure will they be part of? What will they need to do to succeed? What plans can you put in place to ensure future growth? What are your plans and where are you heading? Most of all, do you have a compelling reason why someone should join you? – What is your purpose and what will theirs be? How can you facilitate their aims and ambitions and make sure this is aligned with where your business is heading?
Culture is the key
People will buy into workplace culture. Do you know how to describe your culture? Do your leaders role model that culture? Just because someone has the right skills for your role doesn’t mean they will love your culture – this really matters.
An employer brand that portrays a positive culture is instrumental in attracting top talent, however organisational culture and values are just scratching the surface as to what job applicants expect during their job search. People want to develop their abilities, demonstrate energy, commit themselves to high performance and thrive in a demanding work environment. Failing to provide a clear indication in your job advert about what it is really like to work for your company makes it harder for candidates to gauge if they are suitable for the job role, therefore may lead to questions or hesitation.
Trust, trust, trust, trust!
Trust can be overlooked, but this is invaluable in every successful hire. As an HR recruiter, one of the things we hear most often is that people trusted us to represent them and to talk to them about roles that were genuinely right for them and their skillset. If you don’t show you can be trusted as an organisation during the recruitment process, it doesn’t matter how much money you offer, the chances are your candidate wont accept the role or will be counter-offered.
Time and time again, we hear of people wanting to leave jobs or turning down job offers due to a lack of trust – either they don’t trust the company or feel the company doesn’t have a culture of trust towards colleagues.
The world has changed!
Candidates expect a level of flexible working/hybrid working if the job supports it. When we are speaking to people, the most attractive employers are those that have a culture of trust and empower colleagues to make decisions about when and where they work. Work should enable a happy life – these things really matter, more so now than ever.
What can you do as an organisation to have the best chance of attracting, and recruiting, the right people?
- Have everything in place before starting the process – role profile, company info, benefits, package information etc
- Write an engaging advert that tells people why they want to work with you
- Have great supporting information that accurately promotes your culture and colleague experience
- Respond to all applications – it demonstrates that you care about their experience
- Do what you promise – call when you say you will, feedback within agreed timelines – it shows you can be trusted
- Don’t oversell. People won’t like it and it will negatively impact your employer brand if people don’t experience what you say they will during the process or when they join
- Don’t be surprised when people ask about flexibility and working from home
- Prepare for interview!
- Start with a less formal 1st stage process so people can engage with you before taking them through anything too formal
- Listen! Understand what clients are looking for and make sure you can offer that
- Be open, honest and transparent throughout the process
- Make the offer process positive – don’t try to secure a candidate for less than they want or are worth, people need to feel valued