Over the last decade, internet has become ubiquitous in recruitment across the globe. Employers and potential employees alike use the internet to meet one another directly or through an agency. In either case, the candidate and the company make a choice based on their individual perception and judgement of how well they fit the requirements of the other. Traditionally employers and candidates meet one another and conclude if there is a fitment. However, in today’s time, candidates rely on information available publicly as well as what they gather through their contacts and the social media. Candidates have access to a lot of information other than what they learn during an interview. How does this impact talent acquisition?
We see experts in Communication and Advertising specialise in the domain of employer branding. They advise companies how to stand out in the crowd of HR Leaders seeking talent and communicate their value proposition to the potential employee.
Crafting a communication is a skill of high order. Done well, this helps a company tremendously in building an image that creates curiosity in the minds of potential candidates. We have seen it at play for several IT and Outsourcing companies in the last couple of decades. However, such communication becomes a hyperbole if the attendant parts in the organization cannot deliver the experience that the candidates expect. This is easier said than done. The moment of truth for a candidate starts right from the time he or she comes across a recruitment advertisement. Then starts several action steps such as applying for a job, receiving feedback, various communication through various stages of the selection process, the visits and contacts during the entire process till the person successfully comes on board.
At each of these stages, different stakeholders interact with the candidate. The moot challenge before the HR leaders is to ensure that all stakeholders in the process are aligned to what is being promised in the value proposition and deliver the experience consistently. It is a massive transformation program for the organization!
Ex-employees and current employees of the organization express their views about working in a firm. Candidates who attend interviews with a potential employer talk about their experience. The social media and the search engines have made things easy for broadcasting these moments of truth all over. Companies do invest huge energies to communicate who they are, what kind of talent they are looking for and build an image that describes them as an employer.
One cannot escape from the fact that there are grapevines within an organization, a lone wolf who is an internal adversary, some unintentional cases of negligence that spoil the party and some disgruntled souls who are out there. The team has to be alert and proactive in warding off the evil eye. And at the same time, one needs to be fast enough to attend to the mistakes and failures; recover the lost ground. There should be no let up in one’s efforts to spread the positive news that takes place in different parts of the organization.
Today’s well-informed candidates form their opinions looking at various such intimations, undertones and nuances. So, the employer organization has to be fast enough and hitting the bull’s eye consistently.
Life is fast today : decisions are being taken faster than ever before; thinking through is often understood as procrastination and viewed with despise. Organizations have to keep pace with the likes of their target audience. The cycle times are coming down in every aspect of our life. So, it is natural that candidates expect a quick answer, the interviewers need more choice and the jobseekers have access to several opportunities at the same time. This trinity makes the task for the HR folks exciting and challenging.
Leaders have to organize a good set of candidates at one go and make a quick decision. They need to decide when to keep looking for the illusive ideal candidate and when to be happy with the best available candidate. Long cycle times aren’t going down well – organizations have to be agile.
Expectations are mutual and dynamic in a relationship between the employer brand and the talent pool. Hence, it is important that a winning organization keeps a tab on the trends in the talent market and makes adjustments in its actions on a regular basis.
The rise of well-informed candidates has made life simple for the Talent acquisition specialists and HR leaders in many ways. They get an enviable advantage if they tune in to the signals in the market with respect to their employer brand and make course-corrections. This calls for agility and rigorous execution!
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