What does hiring with purpose mean? Can purpose actually affect business success and your bottom line? Why does hiring the right people seem so much more challenging today?
We set out to answer these questions for talent acquisition leaders everywhere – with help from our partners Entelo, HireVue and Cornerstone OnDemand – in a one-day virtual event: Talent of Tomorrow. (Get the recordings of the 5 stellar sessions here!)
Not gonna lie, the entire conference could have been live tweeted in 140-character snippets (and nearly was, see the Storify here). But if I had to choose the most powerful takeaways, these are the insights you should take note of – and keep coming back to:
Talent acquisition is changing because PEOPLE are changing. Their expectation of work is different. @lorimsylvia
Unemployment is low. The gig economy is growing. Baby Boomer are retiring in droves. There is a shortage of skilled labor. But the difficulty in hiring and retaining top talent goes deeper than just economic trends. It’s an attitudinal change, what SmashFly’s been calling, Generation Why. Across demographics, generations and industries, people expect more from work, more from their employer and more from the career search experience. As Adrienne Sullivan said in her session, “Talent acquisition is changing because people deserve the best experience possible.”
“Talent acquisition is changing because people deserve the best experience possible.”Click to tweet
And this takes effort from both organizations and people. A company doesn’t drive purpose – it fuels it and facilitates it. Purpose comes from within, from each person. Adding a better salary, a promotion, more vacation, a better health care plan doesn’t equal purpose. We have to rethink what work means for both the employer and the employee.
For every marketer and recruitment marketer and person in general who is over “engagement,” you’ve found your new goal. Engagement means participation. Inspiration means the compelling urge to act. Once you’re inspired, it’s hard to let that go.
Purpose-oriented organizations are 202% more likely to report revenue growth. @Aaron_Hurst
This stat is staggering, but believable, simply because when people are inspired in their work, they are 125% more productive. Productivity impacts customer service, creativity and efficiency, which drives more fulfilled employees and more satisfied customers. When you have happy employees and happy customers, your business wins – and grows.
Do you answer these questions in your employer branding? Do you speak to relationships, impact and growth? Do you talk about your company in your job descriptions, or the opportunity for the candidate? If you frame most of your messaging and content around these three things, your employer brand will soar.
If you look at the mission statements of a lot of big organizations, they’ll likely all sound the same. They sound like what people want to hear. There’s nothing more exciting in recruiting today than organizations starting to boldly stand out and tell their truths. There’s nothing more authentic than an employee’s true perspective of the company they work for. Take a note from Thermo Fisher Scientific.
If companies are slow to change, the talent acquisition function within companies is extremely slow to change. We need to adapt quicker. Mike Hennessy added to Jason’s perspective, saying that the biggest challenge in recruiting today is in changing the mindset of how and why to attract and hire talent. Change isn’t an easy step, but it’s the first step.
The CEO panel of Talent of Tomorrow focused on how the right technology stack can help organizations transform how they recruit today. In essence, the right technology stack fuels the right message to the right audience at the right time – then tracks those interactions for better insight into the candidate journey. Crafting the right message to influence the right person can be harder than simply finding that person.
Crafting the right message to influence the right person can be harder than simply finding that person.Click to tweet
This.was.epic. Interestingly enough, it puts talent acquisition back in control if they can shift from reactive to proactive, job-led to brand-led and transaction-based to relationship-based. The best people are employed. They’re waiting for a better opportunity to find them. How will you reach them?
The war for talent ISN’T over. The talent would tell you they HAVEN’T won. So what next? We focus on the fight for fit. Your best hires are the ones with aligned values, a shared purpose and the desire to optimize themselves at work to optimize your business. It’s the epitome of fit. And fit takes time: it doesn’t happen instantaneously when a new req opens. It takes multiple touch points, multiple interactions and an authentic understanding of the brand.
Jobs don’t win talent, brands do! For most candidates, the job description is one of the last touch points they really consider before applying. They might come across a job ad through search initially, but I’ll bet money they also look on Glassdoor, head to your career site, look on LinkedIn and Google your company before they’re clicking apply. Organizations need to build relationships with people before the need to hire. And people need to seek the right organizations before they need a job. Leading with brand and purpose helps you build those relationships earlier and consistently.
Hire With Purpose
Hiring isn't about some abstract notion of better talent. It's not about hiring everyone you can, either. It's about connecting with people who fit. So how will you find those people?Watch the Video