Recruitment in the digital age: Technology's impact

Recruitment in the digital age: Technology's impact

The seemingly unstoppable rise of technology in the digital age has led to many changes and developments in the modern workforce. For those involved in workplace resourcing and talent acquisition, the influence of technology is becoming increasingly difficult to ignore.

Our recent survey in partnership with Changeboard has identified that making better, more consistent use of the increasing variety of recruitment methods should be a priority for those working in a recruitment capacity. And with just 31% of respondents believing they have the right skills in their recruitment function to respond to future challenges, it is apparent that more training and research into the efficacy of technology in recruitment is required.

Social media

Social media has been used for recruitment for almost as long as it's been around, with methods and approaches used by recruitment professionals growing increasingly sophisticated over time. Indeed, 92% of recruiters use social media as part of their process, according to Jobvite's Recruiter Nation survey. However, just because many people in the resourcing function use social media, doesn't mean they use it well.

Our research shows a lack of confidence among respondents when using social media for recruitment. While 19% of people say they use social media job postings and search in an effective way, the same number believe they don't use such technology effectively. Just 8% of those we surveyed said they don't use social media postings or search for their resourcing strategy, which shows just how dominant this digital fixture has become for employers. With the use of social sites such as LinkedIn, Facebook and Glassdoor for recruitment unlikely to die down any time soon, it's important that your resourcing team feels comfortable with using social media as part of their process.

The Jobvite research shows that of the resourcing professionals using social media for candidate sourcing, a whopping 87% are utilising LinkedIn, with 55% turning to Facebook and 47% opting for Twitter. Glassdoor is used by 38% of recruiters. Meanwhile, jobseekers themselves are most likely to use Facebook for job seeking, with Twitter and LinkedIn next in line. This discrepancy suggests that resourcing teams must align their candidate attraction strategies with the social media platforms their audiences prefer.

Job boards

Job boards and job aggregators can be incredibly useful for both job seekers and employers alike, however incorrect or poor use of them can do more harm than good. For our survey respondents, more people feel they are using job boards ineffectively than effectively, at 20% vs 17% respectively. As for job aggregators such as Indeed, 10% of those surveyed believe they use them effectively, while 14% think they use them ineffectively.

Part of the problem could be that recruitment professionals don't maximise the benefits of job boards. According to the Job Board Doctor & TA Tech 2016 Global Job Board Trends Survey, 42% of recruiters admit to not putting much effort into writing and optimising job post content. This presents a clear opportunity for organisations to focus on overhauling their job ads, ensuring descriptions are candidate-focused and optimised for search engines.

The case for digital

Organisations that fail to utilise popular technologies and tools can risk losing out on valuable candidate attraction. This is particularly true when sourcing tech-savvy millennials. 90% of millennials believe that technology – and the internet – gives them better access to the kinds of jobs they're suited to.

This is a generation that will make up 50% of the global workforce by 2020, and their digital nativity ensures that they enter the workforce with a better grasp of key business tools than more senior workers. The modern worker expects instant access to information, with computers, smart phones, social media and constant connectivity demanded in the workplace. Their affinity with technology means organisations must incorporate key digital tools into their recruitment strategies in order to attract them.

Why the personal touch always matters

While it's true that technology has opened up a plethora of opportunities for both candidates and recruitment professionals, over-reliance on digital methods of attraction and retention can prove costly. While 41% of millennials say they'd rather prefer to communicate electronically at work than face-to-face, according to PricewaterhouseCoopers, this can lead to intergenerational conflict in the workplace. Indeed, the changing workforce demographic is tipped to be the second-biggest disruptor for how resourcing professionals recruit talent over the next three years, according to our research.

The importance of human interaction when recruiting cannot be overstated. Technology has created efficiencies that can help the process, but without the human force interacting with job seekers at every step, candidates will look elsewhere for the personal touch. After all, according to nearly two-thirds of candidates believe that communication with company employees is the best way to gain insight on what it's like to work at a company – something that can't be replaced by a machine. If high-touch and high-tech recruitment can join forces in your organisation, your resourcing function may well be unstoppable.

For more information on identifying and attracting top candidates and how we can help you, contact your local Kelly branch here and to find out more on how the latest technology can be used to support your recruitment efforts contact Kelly Project Resourcing today.

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