Getting "In" With Job Seekers: New Survey Results Offer Insights

By: Todd McCormick
Date: 5/1/2008

Recent job loss reported this year has signified a deceleration in recruitment in the U.S. as the nation's economy took a tumble. While companies are proceeding with caution in terms of their hiring pace, they are still facing a shortage of skilled workers and are looking to resources that can quickly connect them with a diverse pool of relevant talent. According to a recent CareerBuilder.com survey of more than 3,000 hiring managers and HR professionals, nearly 40 percent of employers report they currently have open positions for which they can't find qualified candidates.

Employers need access to a steady flow of new talent and recruiters and staffing firms are an important part of the solution. However, the delivery of that candidate flow may be easier said than done. CareerBuilder. com's latest survey of more than 6,800 workers shows that that one-in-five plan to change jobs this year. While one in four workers who plan to change jobs within a year plan to use a recruiting or staffing firm to help in their search, the majority, 70 percent, do not foresee using one.

"Many job seekers lack awareness of the staffing industry in general as a 'level one' or 'primary' job or career option, especially amongst the Generation Y population," said Michael Morrow, Senior Vice President of Marketing of Kelly Services.

Morrow goes on to explain that the industry has experienced some challenges in promoting their employee brands to potential candidates and strengthening their brand experience with current candidates. "Staffing companies have difficulty creating and reinforcing distinct and powerful employment brands for themselves," Morrow said. "As job seekers and employers continue to choose more 'nontraditional' free agency, it is critical that we continue to recalibrate the image of our industry. We can do this by continuing to raise awareness that we meet the needs of the majority of job seeker segments - whether it's Gen Y 'job hopping' to build their career, Gen X seeking the next stage of their developing career with a highly desired corporation, or the baby boomer who seeks a new challenge, continue to work, or a way to give back.

So, what can you do to make sure your firm keeps attracting the right talent for clients in a market plagued? While high standards of professional service will continue to drive industry growth, using innovative technology and increased personal attention to connect with job seeker and employer audience segments is critical in maintaining a competitive edge.

1) Harness the power of the Internet.
According to the survey, taking your brand online can be a valuable method to elevate your presence and brand identity: 20 percent of job seekers head to online job board postings to find recruiters and staffing firms, while 29 percent use Internet search to seek them out. An Internet presence also provides recruiting and staffing firms of all sizes with the opportunity to spotlight their value proposition to job seekers where they already exist online. For instance, social networking is often free of charge, so recruiting and staffing firms can penetrate the job seekers in that market with little expense. Other online capabilities, such as targeted email campaigns based on location, category and/or keywords and branding through videos also help level the playing field and engage the job seeker.

Kelly Services has taken advantage of some of these tactics by investing heavily in search engine marketing and optimization, leveraging social networking and online communities such as Facebook, MySpace, LinkedIn and SecondLife; launching viral components and sharing online testimonials from satisfied employees.

2) Encourage referrals.
In addition to branding online, word of mouth is an important part of the recruiting and staffing process, as your clientele's opinion of your business contributes to your image and identity. Fifty-six percent of workers who have used a recruiting or staffing firm said they would recommend the firm they worked with to a friend or colleague; another 44 percent said they would not.

According to these workers, whether they would refer someone can come down to recruiting and staffing firms effectively connecting with them in a relevant way throughout the hiring process. Inability to find certain positions, irrelevant opportunities or opportunities outside of one's range of experience and inadequate follow up or relationship building were all cited as challenges they have faced when working with recruiters or staffing firms. On the flip side, access to more opportunities, insightful coaching before and after interviews and valuable introductions to hiring managers were also reported as unique advantages in working with staffing and recruiting firms.

3) Personalize the experience.
When asked what staffing firms and recruiters could do to increase their likelihood of using them in a job search, 22 percent of workers surveyed pointed to good advice on their job search or career path. Another 22 percent cited continued contact with them during the job search, while 16 percent cited access to training. Twelve percent stated that continued contact from a recruiter or staffing firm in their current position would influence them to use one in the future.

Todd McCormick is the President of CareerBuilder. com's Recruiter Business Unit and Canadian Operations. He can be contacted at 312-698-0830 or by email at todd.mccormick@careerbuilder.com