Recruitment Advertising Landscape Will Be More Data-Driven, Tech-Enabled, And Candidate-Centric

Exclusive interview with Alisa Lagovska, Recruitment Team Leader, Jooble

Excerpts from the interview:

Q: What do candidates seek from employers today?

Alisa: In 2022, we saw the gradual return of companies to work after the pandemic, as well as a series of layoffs at many technology companies

Consequently, job seekers are reassessing their preferences and expectations from potential employers while searching for new job opportunities in 2023.

Here are the main criteria that candidates seek from employers today:

1. Stability: The massive layoffs among tech companies in recent months have made job seekers prioritize stability and security. Many employees would consider leaving their current job if they sense an impending layoff. Organizations prioritizing job security and promoting stability are more likely to attract and retain talented employees. Such employees are likely to speak positively about their employers, potentially making recruiting top talent through referrals easier.

2. Payment: Candidates in today's job market prioritize knowing the salary information before applying for a job. Various data sources from 2022 show that increased pay is the top priority for job seekers. With the cost of living crisis, candidates leave their jobs for better-paying positions. Therefore, it is crucial to include a clear salary in job advertisements to attract strong candidates.

3. Flexibility: With the rise of remote work and flexible schedules, candidates may increasingly seek employers who offer more flexibility in their work arrangements. This can include the ability to work from home, flexible hours, and other accommodations that allow for a better work-life balance.

4. Purpose and Meaning: As younger generations enter the workforce, they may seek employers aligned with their values and provide opportunities for purposeful work. Candidates may be drawn to companies that have a vital mission and make a positive impact in the world.

5. Professional Development: In an era of rapid technological change, candidates may seek employers, who provide continuous learning and development opportunities. Employers that invest in training, mentorship, and upskilling opportunities will likely be more attractive to candidates.

Q: What are the factors that play a key role in making a company an 'employer of choice'? Please elaborate.

Alisa: 

1. Company culture: A positive company culture that promotes collaboration, inclusivity, and employee satisfaction can significantly draw job seekers. Companies that foster a sense of belonging and invest in their employees' well-being are more likely to attract and retain top talent.

2. Career growth and development opportunities: Employees want to know that there are opportunities for advancement and that their employers are invested in their professional growth. Companies that provide training, mentorship, and career development opportunities will likely be more attractive to job seekers.

3. Compensation and benefits: Competitive pay and benefits packages are essential for attracting and retaining employees. Employers that offer flexible work arrangements, generous paid time off, and comprehensive health insurance are likely to be more attractive to candidates.

4. Purpose and impact: Employees want to feel that their work has meaning and contributes to a greater purpose. Companies that prioritize social responsibility, sustainability, and positively impacting society are more likely to attract job seekers motivated by a sense of purpose.

5. Reputation and brand image: A company's reputation and brand image can significantly attract top talent. Companies with a positive public image and a strong reputation for excellence will likely be more attractive to candidates.

6. Work-life balance: Employees value work-life balance in today's fast-paced and demanding work environment. Companies that offer flexible schedules, remote work options, and other accommodations for better work-life balance will likely be more attractive to appliers.

Q: What are the advertising strategies you adopt to build a steady pipeline of talent? Which is the most effective mode and why?

Alisa: 

1. Recruitment marketing. The ongoing year, 2023, is expected to change recruitment processes significantly. It will be imperative for talent teams to shift away from traditional human resources (HR) practices to stay competitive. To attract and retain top talent, successful recruitment teams have started using marketing strategies to engage with potential applicants actively. 

Recruitment marketing involves conveying an appropriate message to the appropriate audience at the right time and place, while ensuring consistency in presenting your employer brand across all channels. Although it significantly differs from traditional hiring techniques, it is proven effective.

2. Social media. Social media platforms like LinkedIn, Facebook, and Twitter can help reach a wider audience. These platforms can help target specific demographics and industries to attract the right talent. LinkedIn revealed that around half of all professionals follow other social media companies to stay up-to-date with employment possibilities.

3. Referral programs. According to TalentLyft, approximately 50% of companies still highly value employee referrals as their primary means of hiring new employees. These referrals are viewed by 88% of companies as the most effective way to secure top-quality candidates. Additionally, referred positions are filled 55% faster than those filled through other methods. In Jooble, this method is second in terms of the number of closed vacancies in 2023.

Q: What role will technology play in recruitment advertising? Please elaborate.

Alisa: 

1. Artificial Intelligence. The recruitment industry is expected to face a technological disruption in 2023, with the growing utilization of artificial intelligence (AI) and machine learning (ML) in the hiring process being one of the main trends. AI and ML can automate and simplify many of the repetitive and time-consuming tasks related to recruitment, including resume screening and interview scheduling. 

With the increasing use of AI and ML, recruiters can create targeted and personalized job advertisements that match potential candidates' specific skills and experience. This will help reduce the time and resources required to sift through applications and identify the most qualified candidates.

2. Moreover, social media platforms will continue to be essential tools for recruitment advertising. Recruiters can also use these platforms to build relationships with potential candidates by engaging with them and sharing valuable content that positions the company as an employer of choice. 

These platforms can help attract a more diverse pool of candidates and create a more personalized and meaningful interaction with them. Additionally, these platforms can offer helpful information on a candidate's skills, interests, and experiences, simplifying the recruiter's job in identifying the most suitable candidates for a particular job.

3. Besides, chatbots and other automated tools are becoming more popular for engaging with candidates and improving their experience. Such tools can manage various tasks, including answering common queries about the company and job qualifications, booking interviews, and even conducting initial screening interviews. By leveraging technology in this manner, recruiters can reduce time and expenses while offering candidates a more comfortable and practical experience.

Q: How will recruitment advertising evolve in the coming years?

Alisa: Recruitment advertising is expected to continue to evolve in the coming years, with an increasing emphasis on leveraging technology to improve the efficiency and effectiveness of the hiring process. This could include the continued use of AI and ML to automate and streamline recruiting tasks, such as resume screening and candidate matching, as well as social media and other online platforms to reach a broader and more diverse pool of candidates. 

Additionally, there may be a greater focus on personalized and targeted recruitment messaging and using chatbots and other automated tools to provide candidates with a more seamless and engaging experience. Overall, the recruitment advertising landscape will likely become more data-driven, tech-enabled, and candidate-centric in the coming years.

Q: What are the challenges you face with traditional recruitment advertising methods? How do you overcome them?

Alisa: 

1. The biggest recruitment challenge for us is getting a talented candidate’s attention. To solve this problem, we are working on improving the employer brand. We are working on the recognition of our company for technical specialists. We aim to make candidates understand that we are a high-tech company and can offer them exciting tasks and development in this direction.

2. Inefficiency. Traditional recruitment advertising methods can also be ineffective, as recruiters spend much time manually reviewing resumes and scheduling interviews. To overcome this, we use automation tools, such as AI-powered interviews, scheduling and initial assessment automation software. This helps streamline the hiring process and free up recruiters' time to focus on more valuable activities.

Q: What are the new forms of recruitment advertising that will make an impact in the future?

Alisa: 

1. Targeted recruiting advertising. Targeting is a marketing strategy that helps reach more relevant consumers by showing them ads based on their interests and behaviors. This process also applies to recruitment advertising, where targeted ads help job seekers find relevant career opportunities by using keywords, job descriptions, and details. 

2. Video Job Descriptions. Video job descriptions are becoming increasingly popular as they provide a more engaging and interactive way to showcase a company's culture and job requirements. To reach your ideal candidates, you should consider which websites they would spend time on, such as social media platforms for a social media manager or coding and web-design forums for a web developer.

3. Gamification. Gamification is being used to create interactive and engaging recruitment experiences. This involves creating games or simulations that test candidates' skills and abilities, providing them with a more immersive and memorable experience. Gamification is an effective way to attract Gen Z and millennials, who have grown up playing video games. This technique can help companies provide a sense of belonging to candidates and create employer branding opportunities. Using game elements, design, or theory, gamification can engage candidates and help companies stand out in the upcoming global talent shortage.
 

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