A trend reversal is evident in human resources: In addition to tools and apps, it is increasingly being used via the People discussed - this is shown by the 16th Recruiting Trends Study by CHRIS and Monster with keywords such as Employees-Recommendations, Transparency or Candidate Experience. What is the current state of affairs in German companies? An overview with best practice examples.

Best of HR – Berufebilder.de®

HR - human in the center?

For a long time, one thing in particular bothered me in the human resources industry: The topic was discussed far too technically. It was about tools, click rates, Curriculum vitae-Databases and talent management platforms. This may also be important in times when Google is entering the job market with all its data power and may stir things up here.

But: what really matters, the person and the employee, falls in the whole discussion fast back down. How much is actually shown in the somewhat contemptible Term Human Resource – the human being as a resource. HR should then be better connected with human relations.

Companies are looking for more employees than ever before

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The tide is gradually turning: the study shows that companies are more willing to needs of their employees – eg what factors how salary and working conditions. In this scenario, the HRIndustry a new role with considerable social relevance: as a companion and pilot in the changing world of work. Good that this role is gradually being discussed.

The study by CHRIS and Monster shows: Despite all discussions about automation, companies are currently looking for more new employees than ever before in the last 15 years. On average, top 1.000 companies go from 120 vacancies to the end of 2018, and 300's top 215 companies even have XNUMX vacancies.

Trend or hype?

Whether this trend will continue when the economy slows down may be doubted. Also, I still do not like to believe in a nationwide shortage of skilled workers in Germany - the topic became yes on Best of HR – Berufebilder.de® discussed again and again and taken up by the ARD, But, as the present study also makes clear: many companies are desperately looking for specialists in certain areas, especially in IT. And are glad if they even find a specialist.

For 16 years now the study Recruiting-Trends of the Center of Human Resources Information Systems (CHRIS) of the Universities of Bamberg and Erlangen-Nuremberg in cooperation with the career portal Monster and thus offers a very good indicator of what longer-lasting trends or just short-term hypes are.

Who or what was actually examined there exactly?

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For the current edition of the Recruiting Trends 2018 study series, the top 1.000 companies (response rate 11,7%) and the 300 largest companies from the IT industry (response rate 13,0 percent) from Germany were surveyed and the results with the results of usage behavior and the assessments of over 2.800 Candidates compared.

The distribution of the samples of the respective study participants is according to the current Bisnode database register with regard to the characteristics Turnover, number of employees and industry affiliation are representative in relation to the corresponding population. Details on how the study was conducted and a description of the study participants are available online at http://www.uni-bamberg.de/isdl/recruitingtrends2018 available.

Applicants are more innovative than companies think

The survey does too clear: Companies that their recruiting successfully for the Future want to field must listen to the candidates and adapt to their pace. Because in some areas they are much more innovative than the companies think. And gossip, I've experienced that myself with young IT professionals, behind closed doors Hand not little about the thumb shining HR.

But also Candidate other industries are extremely tech-savvy. For example, when it comes to using new Technology such as job recommenders or recruiting apps. Companies that are more responsive to candidates can stand out more from their competitors here.

Employee referral programs on the rise

In this context, I find it exciting that attitudes through employee referrals are on the rise in many companies. In recent years, this recruiting channel has been viewed with considerable skepticism, both by companies and employees. But for companies in particular, recommendations are fast and efficient and often bring more suitable and loyal employees into the company.

The study in 2018 therefore shows: 8 out of 10 companies surveyed actively encourage their employees to recruit friends and former colleagues. And 4 out of 10 companies even have their own referral programs, which, if hired successfully, are product Offer bonus payments or other gratifications.

Companies have to reduce their fears

For new hires, employee referrals are now the third most important recruiting channel. However, such incentive systems can also be rather critical because they invalidate the positive idea of ​​the recommendation.

It should also not be forgotten that many employees are rather skeptical about this recruiting method: 60 percent fear being held responsible for bad recommendations, 24 percent do not want their private friends and acquaintances to be around professionally and 23 percent do Anxiety, to feel the frustration of the applicant if the applicant is not hired. It is primarily up to companies to reduce fears and set the right incentives.

Social recruiting and active sourcing overestimated?

A current trend, despite the General Data Protection Regulation: active sourcing. For the fact that the topic is so hyped, the yield seems to me to be quite meager: only every tenth position is occupied about it. The remaining new hires are made via classic recruiting channels such as your own website and Internet-Job Boards.

Jobseekers use the same channels to a large extent, albeit with a different weighting. Their most used channel since the beginning of the investigations are Internet job exchanges. The company pages, long in second place, have been overtaken in recent years by the careers networks and are now ranked third with the search engines.

The majority of applicants would like to be addressed

But the study also promises: Active sourcing is becoming increasingly important, because: 59,1 percent of candidates want to be approached instead of applying themselves, which corresponds to one increase of 20 percentage points since 2012. In the IT companies that are traditionally more advanced here, every fifth position is already filled through active sourcing.

Social media is now an essential element in recruiting and active sourcing. Three quarters of the top 1.000 companies rate the use positively, seven years ago, when the trend was still new, only half saw it that way. And companies will be in the Implementation more professional. Half of the top 1.000 companies align social media with other recruiting activities. Almost a quarter have also established success controls, an increase of 8,1 percentage points compared to 2013.

Best Practice: Strategy makes twice as successful

Companies with explicit social mediaStrategy are almost twice as successful in active sourcing. The top performers are characterized by the fact that their employees are better trained, the target groups are better defined and the Write to are more individual.

In addition, they have the follow-up of candidates who have already been approached and the contact for an initial one Conversation Are defined. It is precisely this systematic approach that makes it so successful.

Digitization of recruitment: standards of the future

The digitization of recruitment is accepted. Three quarters of the top 1.000 companies and eight out of ten IT companies consider them to be good, and the candidates also see their advantages. Partial automation makes recruiting easier, faster and more non-discriminatory.

In the implementation, however, the companies remain a bit hesitant, although the candidates are open to it. For example, 45,4 percent already use job-recommender systems that suggest suitable companies and vacancies based on their profile.

With ChatBots to more humanity?

Only every tenth company uses it, but one fifth plans to use it – four times as many as in 2015. There is also a trend towards chatbots, which automate the candidate Ask about careers, vacancies or companies.

Six out of ten companies believe their efforts will increase and half of the candidates would use them at the Job Search also like to use them, especially Generation Y. However, only 2,8 percent of the top 1.000 companies and about every tenth IT company offer ChatBots.

Best Practice: More service for applicants

Successful companies rely on more service for the candidates and relief for theirs Recruiter and gain an advantage over other companies by offering job and talent recommenders.

And they are working in time with the possibilities that other digitalization tools like ChatBots offer them. Even though talking to ChatBots seems, at first glance, not so service-oriented, half of the candidates surveyed explicitly want ChatBots because they want quicker answers to the company and career options. Sticking point here is that the bots correspond well with data fed.

Employer branding and personnel marketing - companies see significant need for improvement

As already written above: Competition on the job market is thus further aggravated and makes employer branding a central topic in recruitment. A topic where many companies still see room for improvement. The average rating companies give for their services in this area is 4 +. The self-assessment often coincides with the assessment of candidates in employer rankings.

When it comes to the attractiveness of companies, however, the assessments differ. For two of the three top attractiveness features named by the candidates, the remuneration (salary, benefits in kind, etc.) and the working conditions (working atmosphere, recognition etc.), the candidates see room for improvement. For 70,5 percent, the employer should improve salaries and 64,4 percent consider the working atmosphere to be in need of improvement. The companies also consider both characteristics to be important, but believe that they have already fulfilled them.

Employer: Courage asked for authenticity

In times of employer rankings and employer rating platforms, however, an important aspect is credibility: 64% of companies – 77% in IT – agree with the statement that it is important not only to report positive things about yourself more authentic too act. But only 18% – in IT: 38% – also implement this. A good 75% of candidates are more likely to believe a company and are more likely to apply. And how good the promises were can often already be seen in the application process, keyword candidate experience.

This shows how large the discrepancy still is and should also be viewed very critically with regard to the success of the application. Because if employer branding promises are not kept, the following happens to candidates: 18% talk badly about Company, 26% give bad ratings on the internet, 57% reject job offers (esp. FundE, Marketing) and 68% do not apply at all (above all architecture, journalism). But employees also react to false promises: 83% look around for other jobs − 80% verlieren Motivation to work − 63% work less/worsely − 42% quit − 37% speak badly about employers

Best Practice: Success from 20.000 Euro

More successful are those who put strategy and budget behind their efforts. Above all, companies that are responsible for employer branding assess themselves as “good” or “very good”.Measures a budget of over 20.000 euros invest.

The absolute top performers among companies also think about establishing measures to measure success - but that doesn't even make every third company from the group of “good guys”.

Mobile Recruiting: Only 55 percent with mobile job ads

The candidates are getting ready for mobile recruiting. 55,3 percent have all for one Application necessary data on the end device, which corresponds to an increase of 15 percentage points compared to the previous year. And more than 90 percent of companies think that mobile recruiting is becoming increasingly important. However, the challenges are also great, high technical effort, additional Costs as well as different standards complicate the use of mobile recruiting.

This means: Of the top 1.000 companies, 55,2 percent now provide their information and 57,6 percent theirs Jobs Mobile optimized available. In 2018, when it's been a few years since Google's mobile-first call, that seems damn little to me.

Best Practice: Apps and Push Messages

And even fewer, namely 46,3 percent, also offer the possibility of mobile applications and thus cover the basic services. The potential that apps offer is still unused by most companies, although more than half of the candidates think it is good when companies and Internet job boards provide apps for mobile devices. One Companyapp for publishing job advertisements is only offered by 4,5 percent of the top 1.000 companies.

The successful companies provide candidates with apps for finding job advertisements or tracking application status, as well as additional mobile-optimized services such as push-message job marketing or checking their application status via their own website.

Conclusion: to put the person in the center

Overall, the study shows that even in 2018 not all companies are using, let alone fully exploiting, their digital potential, which would actually be technically possible. In the areas of active sourcing, mobile recruiting, digitization, employee recommendations and, surprisingly, employer branding, there is still considerable potential for many companies.

Overall, the study makes it clear that, above all, companies are successful in responding to their applicants and putting people and employees at the center of their efforts. Because they have recognized: Only the companies with the best minds will be successful in the market in the future. And that includes communicating corporate values ​​and promises credibly and transparently.


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