In a rapidly changing recruiting landscape, where a disconnected recruiting environment undermines and interferes with the efficiency of organizational recruitment efforts, finding and attracting top talent has never been more challenging. On top of this, there is more scrutiny than ever before from senior leadership on the value and effectiveness of talent acquisition. With knowledge of this complex recruiting environment, Talemetry wanted to understand how enterprise organizations are responding to challenges in the existing landscape, and identify trends and strategies to empower organizations in optimizing their recruitment marketing function as we move toward the next decade.
Examining Recruiting Trends, Strategies, and Technology for 2019 and Beyond
The Talemetry 2020 Vision Survey asked over 100 talent acquisition professionals across enterprise organizations with more than 1,000 employees about their current recruitment marketing challenges, the resources they use to meet those challenges, and the technologies they plan to implement in 2019 and well into the next decade. Here we will take a look at four of the top initial findings based on these latest survey results.
#1: Current Talent Landscape and Budgetary Constraints Make It Difficult to Win the War for Talent
Finding and attracting top talent continues to remain a major challenge for enterprise organizations today. According to 50 percent of respondents from the 2020 Vision Survey, the lack of enough qualified applicants is the single biggest issue recruiting organizations face today, followed by fierce competition for talent at 47.9 percent. The third most pressing challenge identified was the lack of budget to drive needed recruitment results, with 42.7 percent of respondents selecting it as a major roadblock to their organization.
Respondents were also asked to identify top recruitment marketing technology challenges their organization faces today. Their answers are not surprising, but they are disheartening. Budgeting and resource allocation was again noted as problematic in their function. Specifically, 45.6 percent of respondents indicated that they have difficulty evaluating and monitoring job advertising activities and budgets. Beyond resources, more than 43 percent of participants indicated their organization is slow to incorporate emerging technologies like SMS/text or AI for recruiting, while 40.5 percent responded that their application process is not easy or modern. And finally, 31.7 percent of participants said their career site is not personalized or modern either. These results indicate that enterprise organizations overall continue to face an upward climb in talent acquisition and have multiple areas for improvement in optimizing their recruitment marketing technology stack.
#2: Leveraging Top Sources Effectively Expands the Reach for Talent
When asked to select the most effective sources of hire for their organization, 29.4 percent of survey respondents indicated that employee referrals were their top source for finding high quality talent, and more than 82.3 percent said it was in their top three sources. Internal employees were another top source for talent at 21.9 percent of participants ranking it as their top choice. Corporate career site was also ranked by 21.9 percent of respondents as a top source for candidates.
With both employee referrals and internal employees identified as go-to sources for talent, it’s interesting to note that leveraging these sources requires less investment and input in candidate management than do traditional outbound recruitment marketing activities. They also present a much smaller pool of candidates to tap into than more mature recruiting organizations have access to, and limit the reach of recruiting organizations to find new sources of talent.
Another surprising finding is that when asked about free job boards like Google for Jobs or Indeed organic search, nearly 27 percent of respondents said it was their top source of finding talent. However, when the 2020 Vision Survey also asked follow-up items on leveraging Google and Indeed, participants were less certain. Specifically, when responding to how Google for Jobs will impact recruitment marketing strategies in 2019, an incredible 58.8 percent of respondents said they are still trying to learn more about Google for Jobs, while 15 percent indicated they have no plans to make changes to their recruitment marketing strategies in 2019 related to Google for Jobs. Similarly, when asked how they currently incorporate Indeed into their recruiting efforts and application process, 67.1 percent of respondents either do not optimize Indeed or use it at all. Without expanding and maximizing the reach for talent, recruiting organizations will be less able to attract more of the best talent and stay competitive with organizations who consistently, purposefully and strategically nurture and harness the latest sources of talent available.
#3: Recruitment Marketing Maturity Impacts Recruiting Performance
To determine the level of recruitment marketing maturity for each enterprise organization represented in the study, the 2020 Vision survey asked participants how they would describe the current level of their recruitment marketing activities. Below are brief definitions for each of the four levels of recruitment marketing maturity:
- Level 1: Ad Hoc Recruitment Marketing—Recruitment marketing activities are occurring, but they are not planned or consistent.
- Level 2: Developing, But Disconnected Recruitment Marketing—Recruitment marketing activities are more intentional and aligned, but are disparate.
- Level 3: Integrated and Efficient Recruitment Marketing—Recruitment marketing activities are more automated, aligned and targeted.
- Level 4: Advanced Recruitment Marketing—Recruitment marketing activities are fully integrated, automated, targeted and personalized.
According to the survey, 36.4 percent of respondents indicate that they are at Level 1, while 45 percent of participants indicated they are at Level 2. Only 14.3 percent identify themselves as Level 3, and even fewer, 3.9 percent of participants, say their organizations are Level 4 Advanced in their recruitment marketing activities. These findings are consistent with research by analysts in the industry, including a recent report by George LaRocque of HRWins, and indicate that there is much work to be done to advance the level of maturity and effectiveness for recruiting organizations today.
#4: Short-term Results Outweighed Optimized Recruitment Marketing for the Long-Term
The 2020 Vision Survey also asked respondents to weigh in on their greatest priority in recruitment marketing for 2019 and beyond. Overall, 38.8 percent of participants indicated that filling jobs was their top priority. And this offers no surprise. As the primary metric for recruiting performance, filling jobs is the obvious way recruiting organizations are evaluated on their effectiveness. This focus on short-term results appears to have more priority and emphasis than optimizing recruitment marketing for the longer term. Specifically, respondents were less focused on mechanisms to improve their candidate experience and optimize their recruitment marketing function.
Only 20 percent said they would emphasize expanded reach and automating recruitment marketing activities, just 18.8 percent said they would focus on increasing and enhancing communication with candidates, 13.8 percent said they would focus on personalizing content and micro-targeting, only 7.5 percent would try to bring together disparate recruiting technologies, and just 1.3 percent would look to manage recruiting events with recruitment marketing activities. While filling jobs is the essential backbone of a solid recruiting function, being able to do so effectively is empowered by optimizing areas that inform and impact the overall talent journey, and bring together disparate technologies to make your recruitment process more efficient.
Get More Insights and Stay Tuned
These insights offer just four of the preliminary findings from the Talemetry 2020 Vision Survey. If you’d like to learn more about optimizing recruitment marketing and achieving a 2020 Vision for the next decade, then stay tuned for our upcoming full report released at the end of January. This capstone report not only provides more findings, insights and trends from the 2020 Vision Survey, it also gives practical application, analyst perspectives and predictions associated with each key finding.
In the meantime, we invite you to join our upcoming webinar on January 23, featuring Madeline Laurano, Co-Founder and Chief Research Officer, Aptitude Research Partners, and Pete Sanidas, VP, Revenue, and leader of the Talemetry Research Team. During this insightful webinar, these featured presenters will discuss how to move beyond the old world of recruiting into a new interconnected world that enables you to more effectively recruit top talent for the coming decade.