With ‘the market’ becoming increasingly talent short, the Macildowie HR team recently ran an event called RECRUIT.RETAIN.GROW. An event which has been born out the of feedback from our customers that attracting and retaining ‘great people’ is more challenging than ever before.
For those of you that couldn’t attend, or weren’t aware of the event, I thought it might be helpful to share the key takeaways from the session. The insights by our three guest speakers are as follows;
Helen Smith – Head of Careers, Employability and Employer Engagement at Loughborough University
Helen set the ‘Talent Short’ scene by explaining that there are more retirees leaving the workforce than there are young people coming into the bottom of the market. We learnt that because of technology driving change there is a continued focus on higher skilled jobs at the expense of lower skilled jobs.
Perhaps unsurprisingly, the top 10 roles being advertised in the job market currently are the most in demand AND most difficult to fill. The change in the nature of the jobs and therefore the nature of the skills that are expected, has seen a complete reversal from the 70s, where 30% of work required people to be educated past the age of 16, today the stat is the complete opposite.
- To be ‘successful’ now and in the future - Millennials and Generation Z should be looking for jobs that favour human capabilities or, they should plan to compete with machines and build them.
- One of the key differences between Generation Y and Generation Z is that Gen Z are likely to be seen as more ‘realistic’ and they will lean towards face to face communication, rather than text/email.
- As an employer, it’s important for you to understand that Health and Wellbeing is something that Generation Z will want to be able to talk about with their Line Manager and that it is critical that they can identify with organisational values and goals….with these being achieved ideally in an ethical way.
- Looking ahead will also be a great way of keeping generation Z engaged. They will want to see future possibilities and they want their employer to help them get there, with continued on going support. Although they want support, they also want to feel that they have self-reliance and independent. The concept of being entrepreneurial is something they are very open to as well and they will have a greater concept of ‘intrepreneurialism.’
- Culturally, they are much more accepting of difference and they will want to see diversity and equality, without this, they will find the organisation ‘odd.’
- They are also very comfortable with multi tasking. For example, it’s not uncommon that they will have 20 apps open at any one time and they are very comfortable with sharing and transparency. For example, we’re starting to see some Coders develop Code and ‘put it out there for the world to use.’
- Helen talked about how universities are shaping the employee of the future and she gave insight into how Loughborough are coaching their students that a linear career is going to be a thing of rarity.
David Taylor – Chief Grower – GROW London
David angled his presentation more from a recruitment marketing perspective. Specifically focusing on how to build an Employer Value Proposition (EVP), the difference between EVP and Employer Brand and how to create a fantastic candidate experience.
My key takeaways were:
- It’s important to decide who you are and what you want to be seen as the next generation want to ‘relate’ to the business they work for. Because of this, 80% of sales are now made by the time people pick up the phone today.
- Be clear on who you want to target and what your messages are; think about the candidate experience and the candidate journey.
- Employees are your best recruiters. You adverts will have 571% more reach when shared by employees. People are x3 more likely to trust employees than senior leadership and 90% trust content from people that they know and combined, employees are likely to have at least x10 more connections (combined) than your company.
- Organisations need to champion their employees. Share stories and great things that they are doing.
- Reflect your values – reflect the views of the company.
- Tap into trending topics….people want to learn more about the company from this.
- Tell you stories – share the journey’s that your employees have been on and the great things that they are doing.
- Become indispensable by understanding what your target audience will be searching for and create content that ensures that your business is found before your competitors.
- Teach and entertain – it’s less about what you’re trying to sell and more about connecting with your audience.
Nick Butcher – Co-Founder of HR Strategy Pro
Nick explained that all of your great recruitment marketing can be un-done by taking on the wrong person, or the right person but treating them wrongly! On-boarding, ongoing development, communication and leadership were all key themes in his presentation.
Again, my key takeaways were;
- Remember that first impressions are vital, including the pre interviews process. Think about the Friday Night Test – you’re talking in a pub with your mates and said business name comes up. What’s the reaction? This right here is your employer brand! It’s the stuff people are saying about you….NOT what you are saying about you!
- Empathise. The interviewee will generally look for a connection… that’s when you get them to start talking about themselves and this builds rapport and trust which leads to a greater information exchange.
- Look for their future – Don’t hire now, hire for people that are going to shape your business further down the line. Recognise that they will therefore be experience short - so hire on attitude, aptitude and culture fit.
Focus on these 3 areas in your business and your people will grow;
- Your leadership – Ensure that you are supporting the team to achieve the business objectives by helping employees achieve the task, build the team and develop the individual people in that team. TO understand this more look at “Action Centred Leadership” by John Adair.
- Communication – Be honest, open and transparent in all interactions. Have empathy and be positive in your approach.
- Culture – Good leadership and good communication techniques bring a great company culture and employee engagement, which drives productivity and profitability.
If you would like further details or you have ideas for what you’d like to see from the HR Academy in the future, please contact me at Dariusm@macildowie.com