Simon Parkin & Maura Dyer on recruiting in a competitive market, at HRPA 2016

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Recruiting in a Competitive Market
hrpa.ca/AC2016
#HRPA2016

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MAURA DYER Senior Director of Talent Acquisition, Rogers
15YEARS
Facilitating the recruitment, engagement,
and development of top talent at leading
Canadian organizations across various
industries
Online
@mauradyer
ca.linkedin.com/in/mauradyer/

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SIMON PARKIN
Practice Leader
Recruitment & Talent Advisory
The Talent Company
20YEARS
Former Global Leader of Talent
Acquisition at Fortune 100 company –
past 8 years as a Recruitment Advisor to
organizations around the globe
Online
@SimonParkin1
www.thetalent.co

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AGENDA
i
ii The Labour Market Today…& Tomorrow
iii Talent Acquisition Trends
iv The Top 5 Things You Can Do
Introduction

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i Introduction

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Your Business Leaders Recognize
Recruitment is now a Priority
What are the biggest HR/people challenges facing your organization?
Response Chart Percentage
Retention of staff 21%
Attrition and retirement of skilled
employees
14%
Succession planning 49%
Ability to recruit new,
skilled employees
47%
Obsolete/dysfunctional HR systems 19%
HR staff not skilled enough to
support the needs of the business
18%
Other, specify: 18%
Source: The Talent Company’s HR Pulse Study

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Your Business Leaders Recognize
Recruitment is now a Priority
A recent study by PWC found that:
• 63% of CEOs worry that the availability of key skills will undermine
their strategies and plans for growth.
• 93% of CEOs recognize the need to change their strategy for
attracting and retaining talent.

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What are Your Organization’s
Top Recruiting Challenges?

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What’s Keeping Talent Acquisition Leaders
Awake at Night?
Lack of Hiring
Manager Engagement
Limited
Understanding
of Labour
Market
Recruiter
Capabilities
Qualitative
Hiring Data
Ineffective
Technology & ATS
Ineffective
Candidate
Assessments
Inability to
Source Talent
Globally
Limited Capacity
of Function
Increasing
Competition for
Talent
Organization Salary
Levels Don’t Match
Candidates
Expectations
Mobile
Optimization
*From The Talent Company’s
2015 Talent Acquisition Study
Lack of
Candidate
Pipelines

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1-1050+
40-50
30-39 20-29 11-19
34%
20%
14%
20%
6% 6%
The Average Volume of Requisitions per Recruiter
*From The Talent Company’s 2015 Talent Acquisition Study

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Recruitment Today
Unfortunately Recruitment
within many organizations:
• Not appropriately funded based on expectations.
• Inadequately championed at the Executive level.
• Treated as a transactional admin process.

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ii The Labour Market Today…& Tomorrow

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The Ever Changing Labour Pools in Canada

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Our Labour Market
Canada is a tough market to use one approach to
recruit in nationally……..each region, industry & skill
set is unique from a talent perspective and each
talent segment uses different mediums to find
opportunities

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Our Ever Changing Labour Market
– the many influencers….

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Top Talent will always be in Demand….
…….including your Top Talent!
The Right

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Candidates are now in the Driver’s Seat!

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The Candidates’ Perspective:
I have options!
Why should I
work for you?

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Expect More Candidates to have Multiple and/or
Counter Offers
Is your organization
equipped to deal with them?

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Timeliness of your Hiring Decisions
How many of your top candidates will still be
available when you finally make the decision?
According to
Glassdoor, the
average interview
process takes about
25+ days

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Time to Sharpen Your Pencils when it comes to
Candidate Offers
• Make your best offer
• Know what’s important
to the candidate
• Be transparent
• Don’t play games

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Hiring will continue to increase in difficulty in 2016

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Your Approach to Recruitment Must Change

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iii Talent Acquisition Trends

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The “Uberization” of Recruiting
• More Hiring Managers doing it
themselves now
• Self-serve recruiting has
increased with increasing
volumes and demands on
Recruiters

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Volume to Value
• Shifting focus from number of
applicants to quality, fit and
success
• Sourcing talent everywhere is
less effective than focusing on
a select few great sources
– invest in what works!

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Optimizing Mobile Recruiting
• According to a 2015 study:
– Only 39% of orgs have an
optimized career site for
mobile users
– Only 36% of orgs have
optimized their application
process for mobile

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Talent Research & Mapping
• Talent market intelligence
– Educate the business
– Enable better informed
talent strategies & decisions
– Utilize to build proactive
talent pipelines for key roles
• Outsourced approach

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More Aggressive Talent “Poaching”
• Hiring great talent is always a
competition
• Your competitors are targeting
your talent – don’t be shy to
target their key talent
• The War for Talent is still strong
and “all’s fair in love & war”

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Personalized Talent Onboarding Programs
• Every new hire is different and has varying needs
• How long does it take for a new hire to be productive
within your organization? 6 months? 1 year?
– Over 50% of organizations’ Onboarding programs last one
week or less. Only 15% of organizations have an
Onboarding program that lasts more than 3 months.

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iv The Top 5 Things You Can Do

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#5 Focus Your Recruitment Strategy

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The Role of Recruitment Continues to Evolve……

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Capacity Effectiveness
…But the Top 2 Recruitment Functional
Challenges Remain the Same

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Define Where You are Going/ Where You Want to Go
Developing the Recruitment
plan for your organization
Business Plan
Workforce Plan
Talent Plan
Recruitment
Strategy

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But don’t try and boil the ocean!

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Deeper Business Relationship
and/or
Stronger Candidate Hunting
The Balancing Act within a Recruitment Model
What’s your
Priority?

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Recruitment must be an organizational
focus – not just an HR focus!
Bottom Line - Invest in Your Recruitment Function

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#4 Target Your Talent Sourcing

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Is your organization still “Posting & Praying”
Your Candidate Sourcing Must Evolve

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…….and yes, posting jobs to LinkedIn is considered
Post & Pray!

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The First Thing to do to Enhance Your Sourcing
Ensure you are getting the most out
of the sourcing tools you are already
paying for!

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Candidate Sourcing
Best-in-class Recruitment teams are integrating
a dedicated candidate research and sourcing
approach into their recruitment practices

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Change the sourcing mindset!
Building Talent Pipelines

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Use Your Top Performers
Build a “How can I recruit
you again” profile

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Build & Develop Your Own

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Boomerang Talent – Your Alumni

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#3 Developing Your Hiring Managers

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Do you recognize this?

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Really!!!!!!!!

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Your Hiring Managers & Their Biases
1. Candidate’s Sense of Humour: 27%
2. Involved in Community: 26%
3. Candidate who is Better Dressed: 22%
4. Candidate with whom the Hiring Manager
has more in common with: 21%
5. Physically Fit: 13%
*survey by Harris Interactive - 2013
Top Influencing Factors in Hiring Candidates*

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Deeper Assessment of Candidates
Assume 50% of candidates misrepresent themselves on
their resume or exaggerate their experience in an interview.
Are your Hiring Managers equipped
to assess which candidates?

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Developing your Hiring Managers
Educate, train and build their confidence
in making hiring decisions

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Developing your Hiring Managers
Today more organizations are investing in
programs to develop their Hiring Leaders’
Recruitment Capabilities:
- Talent Scout (Source Talent from Networks)
- Talent Ambassador (Candidate Experience)
- Talent Assessor (Peer Interviewer)

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Developing your Hiring Managers
Integrating Recruitment & Hiring into their
Leadership Accountabilities

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#2
Social Recruitment &
Candidate Engagement

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Your Organization’s Employee Value Proposition
And how does it translate for candidates?
But the Employer Branding landscape has
changed dramatically…..

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An Inside Look at Your Organization & EVP

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The Social Recruitment Challenge
Do you know where your quality
talent is coming from?
Everyone is using
different social media
platforms for very
different reasons.

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Candidate Flow before
Social Media
Candidate Flow now with
Social Media
Is the Quality getting
lost in the Quantity?
The Other Social Media Recruitment Challenge

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Is the higher volume of candidates straining the
capacity of recruitment to find quality talent?
….and hurting your
reputation with
candidates in the
market?

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Candidate Engagement vs. Experience

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Candidate Engagement
64% of
candidates
never hear
back from a
company 80% will share their poor experiences
with their friends & family…and at
least 20% will share it on Social Media

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#1 Best-in-class Recruiters

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The Top 3 Challenges of a Recruiter Continue to
Remain the Same
1. Finding Good Candidates
2. Filling Positions Quickly
3. Engaging Hiring Managers

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But How Effective are your Recruiters?
32% of candidates say your Recruiters are:
• Not engaging
• Not enthusiastic
• Not knowledgeable
• Not professional

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It all starts with your Recruiters
• Coaching
• Consultative
• Set Expectations
• Understand the Market
• Deliver Tough Messages
Your Recruiters need to be Business Partners

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Your Recruiters need to be more consultative with
Hiring Managers
Managing the business’
expectations with the
Wanted vs. Needed
candidate skills,
experience and salary.

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The Recruiter Profile in 2016 & Beyond
Knowledge Skills Competencies
Organization Specifics – news,
trends, outlook, etc.
Intake & Understanding of
Business Requirements
Coaching
Skill Sets, Industry & Job
Function Expertise
Consultative Approach Candidate Engagement &
Assessment
Employee Value Proposition –
translated for Candidates
Talent Research & Sourcing –
a true Talent Hunter
Compliance
Labour Market Trends &
Conditions
Technology & Social Media Influence, Negotiation & Closing
General Business Acumen Sales, Marketing & Customer
Service Oriented
Relationship Building
Organization & Recruitment
Function Practices
Communication and Follow Up
with Clients & Candidates
Will to Win!

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Ensure your Recruiters are Setup to Succeed
As an HR Leader:
• Train & develop them
• Help them remove the barriers they face……usually
involving difficult Hiring Managers
• Keep an eye on capacity issues potentially hurting their
performance
• Motivate & reward performance

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In Summary
Change the sourcing mindset of your organization
Ensure your Recruiters are setup to succeed
Build confidence in your Hiring Managers
Social Recruitment is about quality not quantity
Understand what you do well…and not so well
Great Recruiters drive great Recruitment outcomes

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Questions & Comments