- Aug 01
- 4 min read
You’ve been advertising on Snapchat recently, because you read somewhere that it was a good place to find millennials. Then someone said you should be using Youtube to spread a general awareness campaign among a larger audience. Now, however, you need to cut budget and figured one of these has to go. Which will it be?
Over the past 55 years, Auchan has spread its chain of supermarkets and hypermarkets to 17 countries across three continents (Europe, Africa, and Asia). They have 10,000 employees spread across 50 stores in Romania alone, and their hiring needs are as robust as you would expect for a company of its size and scope. Though Auchan has a long history of success as an organization, it still has to face the same challenges that other employers in the retail space regularly encounter: high hiring volumes, high turnover, and high competition for the best candidates.
Yes, you read that right: the turnover rate in retail right now is a little over 60%, more than quadruple the United States average across all industries. Even the turnover rate for CEOs in retail is high right now (23%), albeit probably for different reasons.
An employer brand is a terrible thing to waste. After all, it takes a lot of time and effort to craft a narrative that positions your business as an employment destination, and then roll out a series of ads and posts on social media and other web platforms in order to make sure that your ideal applicants are actually encountering this narrative. So, how do you know if your employer brand is going to waste? Easy, measure it. How do you measure? Well, that one’s a little more complicated.
Whether you’re a well-established business or a burgeoning startup, your talent pipeline is one of your most valuable assets. If you have an existing flow of interested, qualified applicants into your hiring process at all times you can be virtually assured of quicker time to fill, quicker time to hire, and, as a result, lower cost per hire than you would if you had to start your talent search from scratch every time there was a vacancy. Of course, a talent pipeline can be somewhat of a nebulous concept: you might think that yours is fairly robust, but when it comes time to source some candidates you find that it’s still difficult to get the right person.
Like it or not, the image that most people have of BPO jobs is pretty grim: they imagine dingy call centers where workers take on undesirable shifts for poor wages, and they look at the high attrition rates within the industry as proof. Unsurprisingly, this has a tendency to make life difficult for recruiters—especially those who are using traditional methods like job boards and recruiting agencies in order to find qualified talent. Often, you have to settle for whatever talent you can find, and the self-fulfilling prophecy of low quality hires and high turnover rates continues anew.
Without a doubt, video is the rising star of social media content, and the reasons why are pretty clear. Let’s start with the numbers: Facebook users watch 8 billion videos per day, 300 hours of video are uploaded to YouTube every minute, and video content taken as a whole is expected to make up 82% of internet traffic by 2021. If we take things a step further, we can see that video content also plays a major role of boosting engagement levels on virtually all social media platforms thanks to its power to convey a deep, meaningful message to users within seconds.
New and emerging technologies have always played a big part in the way that companies recruit. The introduction of the telephone into wide business use changed the way recruiters found and interacted with talent. The birth of the internet did the same again. If we’re willing to get a little bit wonkier, the introduction of the first ATS into the HR tech market made quite a splash, offering recruiters new tools for tracking applications and developing relationships. At the present moment, technological change is playing just as big a role in recruitment as ever. And possibly the most impactful technology gaining traction on the market right now is RPA, or robotic process automation.
You’ve been working on spreading your employer brand through ongoing recruitment marketing campaigns. You’ve even got your social media presence on message. Now it’s time to work on your employer brand gravity. Yep, gravity.
Recruitment channels. There are just so many of them to choose from, right? How do you know where your candidate personas are hanging out in order to get your employer brand in front of them? Well, a great place to start is by looking at social media statistics for the market you’re in (or expanding into).
Recruitment marketing is still in its infancy when compared to either its older sibling HR recruiting, or its first cousin Marketing. There are plenty of ways you can streamline and improve your recruitment marketing tactics by borrowing from both of these related practices.
For anyone who already knows what RPA (robotic process automation) is, UiPath should require no introduction. They were Romania’s first “unicorn” startup, and they recently announced a new valuation at nearly $7 billion—no mean feat for a company that was operating with just 50 employees as recently as 2015. Today, the company has more than 2,000 workers in offices spread across the world. They’ve helped organizations like NASA, General Electric, Lufthansa, and many others to reimagine their operations by automating processes that once had to be performed by hand—making them one of the most intriguing and innovative software startups in the world.
Or maybe we should say, “where you don’t want your employer brand meeting your ATS?”
The “ATS black hole” is that dark corner of your ATS, the place some applicants go, never to be heard from again. And that’s the last thing your all-important employer brand needs: people you don’t even know out there ready to badmouth your company for something you might not have even been aware of.
As a recruiter, your applicant tracking system (ATS) is one of your most important tools. Without one, it would be exponentially more difficult and time consuming to track all of the applications that are coming in, pull critical information from those applications, and find the right applicant info for review at the right time. In short, your hiring process would be chaos.
It’s a question we’ve asked on this blog before: what is the best venue for promoting your employer brand and spreading your EVP? And while there is, of course, no one-size fits all answer, recruiters and hiring managers do often find themselves tasked with choosing the employer branding venue that will yield the best results in terms of ROI, employer brand gravity generated, and successful talent pipeline growth. How do recruiters make these determinations in a smart, considered way?
At this point, we’ve all heard the statistics: more diverse teams promote internal innovation, improve sales, and develop better products. You don’t necessarily need a reason to strive for inclusiveness in the workplace, but there are plenty of them to choose from. In spite of this fact, many or even most businesses are still struggling to create diverse workforces. This can be attributed to a whole host of factors, from work environment to historical factors, but on some level your ability to field a diverse team comes down to your ability to hire a diverse team.
Let’s say you’re a scrappy young startup. You’ve got an innovative product and a dedicated team. While you’re certainly not working out of your friend’s garage anymore, you’re still in a pretty small, bare-bones office space without too many frills—which is just as well, because there aren’t too many people around to appreciate those frills. This is all well and good for now, but you know that it’s not going to be this way forever. Heck, maybe it’s not even going to be this way by the end of the year. If your business is really firing on all cylinders, there’s a good chance that in the near future you’ll need more people, more space, more resources: in a word, growth.
The automotive industry will evolve more in the next 5 years than it has in the last 50. Automakers across the world are working to create electric and autonomous vehicles as the industry changes rapidly around them.
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