The top 6 recruitment trends for 2020
With 2019 coming to an end, it’s time to take a look at the biggest recruitment trends for 2020. The first thing that comes to mind is that the whole recruitment industry is changing. There is a shift going on to a recruitment world in which there is more focus on the candidate experience, technology and automation.
Sourcing Automation Tools – changing the role of recruiters
Ask a recruiter how their day looks like, and they will likely tell you that they spend quite some time on sourcing new candidates. Research from Entelo (2018) has shown that recruiters spent anywhere between 30% to 50% of their time on sourcing candidates. It’s work that is perfectly suitable for automation. As most recruiters search for candidates by specific skillsets or backgrounds, it is not hard to automate those tasks.
In my article about the best sourcing tools for recruiters, I already highlighted a few tools and plugins that help recruiters in reducing time spent sourcing new candidates. However, it is important to highlight that in the coming years not the entire sourcing process will be automated. Likely, it will focus primarily on the selection of candidates based on certain rules and/or keywords. Artificial Intelligence is not developed enough yet to be able to reliably match candidates with company culture and success indicators in jobs. Therefore, recruiters will still have to be the one making matches between candidates and the vacancy. Recruiters will remain the decision-maker at the beginning of the process. However, my expectation for 2020 is that thanks to an automated pre-selection, recruiters will have more time to spend on the candidate journey and experience.
Google announced in 2017 that they were working on Google Jobs, a platform where Google brings together job postings and job seekers. It uses its leading position in the search engine market to enter the estimated 200 billion large recruitment market as well. It is a logical step for the multinational technology company. Google has experience with entering and disrupting new markets. They have done it before with Google Shopping and Youtube.
As a recruiter, you simply cannot ignore Google. With its capability to reach an enormous amount of job seekers, it would be unwise not to make use of the platform. At the same time, it is a huge competitor and threat to traditional job boards. Google will use the technology of its search engine to power the backend of the job platform as well. Besides that, there is also a link with other Google services such as Maps. When you are looking at jobs it will automatically show the commute time to the selected company.
Google Jobs is already released in about 100+ countries worldwide. I expect Google Jobs to disrupt the current status quo of job boards and take the throne within a few years. Of course, this is also dependent on whether or not Google can get ground in Europe as well. There have already been some concerns regarding the platform. For recruiters it will be crucial to utilize the platform to their advantage. This means early adaptation and solid integration with current Applicant Tracking Systems (ATS).
Social media and the rise of employer branding
The current job market can be defined as a candidate’s market. There is a lot of competition and candidates have the luxury of being picky. Forecasts are not showing any signs of economic slowdown yet, most recruiters therefore expect the labor market to become even more competitive in the future. LinkedIn is still the most used recruitment platform. However, at the same time the use of other social media as a recruitment channel has also seen a significant rise. Facebook is used by 63% of recruiters and Instagram has seen an increase in usage of 25% (Jobvite). Instagram is especially popular among startups and technology companies.
The use of social media channels for recruitment is one of the results of an increased focus on employer branding. An employer brand can be defined as an organization’s reputation in the job market. In some way it is about telling your company story to attract talent. Employer brand encompasses every interaction candidates have with your organization. So, it is not just about money and other benefits. What makes your organization unique? What will job seekers find when they search for your company? Company culture and values are becoming more and more important for job seekers. According to research from LinkedIn, a great employer brand will lead to 50% more qualified professionals and 50% cost-per-hire reduction. An attractive employer brand is a great way to attract candidates before they even get in the
With LinkedIn saturated, employers turn to other social media channels to build their employer brand. According to research from GWI (2018), internet users are spending an average of 142 minutes on social media. This average is even higher when you look at young graduates. It is not surprising that companies are now also active on relatively new social media channels like TikTok and Snapchat to build their employer brand.
Candidate experience is the new hype in recruitment land
In a job market where competition is fierce, companies will need to stand out in order to attract the right talent. A proven method of bringing in positive results is a solid and unique candidate experience. The candidate experience refers to the complete recruitment journey of candidates. So, from the moment they apply or get approached until they either get rejected or join the company. The entire process is what we define as the candidate experience. Thinking about every step in this journey and creating an overall strategy that is aligned with the company culture and values, will help in creating a successful recruitment journey.
According to research from IBM candidates that are satisfied with the candidate experience are 38% more likely to accept a job offer. Besides increasing the chance that candidates accept your job offer, it is also a great instrument for employer branding. A solid candidate experience is therefore critical for your organization. There are three important components in creating a successful candidate experience.
- Your companies’ candidate experience should go hand-in-hand with your organization’s employer brand.
- The candidate experience should be in line with your companies’ culture and values.
- Make the candidate experience personal and candidate-specific. This means a journey custom-tailored to the candidates’ experience, expertise and contract.
If you haven’t started working on this yet, 2020 will be the year to do so.
Video recruitment is changing the way job interviews are conducted
Video interviews are one of the technological trends that are rapidly emerging. For recruiters, they are a way to quickly conduct a first interview, save on travel costs and start the selection process a lot faster versus the traditional way of planning and organizing personal interviews. Video recruiting e-mails go one step further: videos are sent via e-mail to communicate with candidates. I expect that videos will be widely adopted and used for approaching candidates on platforms like LinkedIn.
Personal branding for recruiters
More and more recruiters are being active on LinkedIn and similar platforms. They are working on building a personal brand and are at the same time busy forming recruitment communities. The recruiter 2.0, as I like to call them, has a personal brand that is not connected with the company they are working at. Instead, they have a strong base of followers that are inspired by their knowledge, network and personal touch. Video recruitment is playing a big part in the interaction with their followers. The traditional recruiter that is passively waiting for candidates to apply themselves will have a hard time competing with 2.0 recruiters. In 2020 I expect a lot of recruiters to make the transition to the 2.0 recruiter.