Candidate journey and employer branding are phenomena from marketing and HR that are increasingly entering the temporary employment world. During the corona crisis, temp-agencies try to perfect their back-office even further, but the trend towards smart recruitment technology cannot be stopped; better use of data to reach the right candidate via the right channel at the right time.
The lesson we can draw from the financial crisis (2008-2015) is that after such a period, a leap in automation takes place. Even after this corona crisis, temporary employment agencies will take further steps in this regard. Automation will develop rapidly in the field of recruitment where they have been talking about artificial intelligence (AI) for a while, making use of the predictive value in matching. Video recruitment – which has been on the rise in recent years – will also take off enormously.
The customer journey has long been an established concept in marketing and HR is also fully engaged in the employee journey and experience. That phenomenon is now increasingly entering recruitment, where it is called the candidate journey. How do you reach the right candidate, how do you withdraw it into your database, how do you guide it through the recruitment process and how do you get the most value out of it in the long term?
For that, you first need to know where your target audience is. Most of the candidates your expert is looking for are online somewhere, but where exactly? If you want to fill a vacancy you need to know where to advertise. Where should your specific online advertisements go? For example, for a vacancy for a logistics employee you should not be on LinkedIn but perhaps focus on Facebook and Instagram. If you place your vacancy or other forms of content there, you will get more clicks and applications.
This may speak for itself, but thanks to smart recruitment tools you can make much better use of available data and thus find out much better via which search engines, publishers, job boards, social networks and apps you can reach the right person.
The use of data and ‘marketing automation’ is in full development in recruitment. Often it is still a matter of trying it out and no one yet knows exactly which steps to take to be as successful as possible. What is clear is that tools that measure data (such as channel effectiveness and the chance that a candidate in your database is back on the market for a new job) are essential for a successful candidate journey and thus successfully filling your vacancies. It is not without reason that we at MySolution have partnered with OnRecruit, which provides tooling that gives insights of this kind for recruitment companies and teams. Linking this data provides a fully integrated solution, which provides in-depth insights and thus makes it possible to carry out smart actions.
The underlying reason for the growing interest in recruitment automation is, of course, the staff shortage, combined with the growing expectations of the candidate when it comes to how he or she experiences the process. It is difficult to find the right candidates in a tight labour market and so temporary workers are also more willing to invest in this. It is difficult to estimate what the effect of the corona crisis will be. If unemployment increases enormously, the focus on marketing automation may decrease somewhat in the short term. However, due to long-term scarcity, recruitment software is expected to develop further at an accelerated pace.
Perfecting back office
What you also see happening as a result of the corona crisis is that large employment agencies are now investing even more in automating their business processes. Temporary employment agencies are trying to perfect their back office to reduce costs and achieve maximum efficiency. Of course, there is always a limit, a trade-off that must be made between the investment (time/money) and the output (efficiency) that it yields. That is why it is now mainly the large temp-agencies who invest in extensive automation; because they work with large numbers, investments yield relatively a lot for them. Examples in the Netherlands are various top-10 players in the temporary employment market that have implemented MySolution in all locations in recent years.
Another theme that has spread from HR to the temporary employment sector is employer branding, or putting your company on the market as an attractive brand for (potential) employees/candidates. An example of an employment agency that excels in this is Timing. Their proposition is ‘specialists in executive work’ and they focus on a specific target group of ‘people who like to roll up their sleeves’. They appeal directly to them, not only with their slogans but also with the look & feel of their website. They manage to really load their brand with their online presence. With most other large temp-agencies this visibility and appearance of the own-brand are much less extensive, but fortunately, there are already some nice examples of this in practice.
This article was created and written in collaboration with MySolution and Flexmarkt. Recently published on Flexmarkt.nl