The media mix becomes more confusing
The good news: There are more and more opportunities for applicants and companies to find each other. The bad news: The media mix is getting bigger and more confusing - and recruiters are increasingly needing help to keep track.
This is because companies are getting more and more applicants in this way, but they also receive more and more unskilled applications, which they first have to sift through and sort out. Therefore, it is important to address the right applicants as accurately as possible through the right channels.
5 bogus application trends
A few laughs with a serious background in advance: The study also has some odd outcomes and trends to offer, such as men and women, home office or training.
- The topic of further education, which is often a necessary evil in German companies, is increasingly becoming an employer branding topic - and perhaps even more important.
- Employees are particularly dissatisfied with the lack of career opportunities in companies and the poor information transfer in companies. Smoothies and table skaters, on the other hand, are only interested in the edge.
- Men see it as advancement if they get more budget responsibility, for women the home office is more important - that shows deeply ...
- It's a myth that GenY's salary is not as important as Home Office: A good salary is the foundation, and factors like home office come on top.
- And something on the subject of women: The expected, rather than men, a response that the Casting arrived, otherwise they quickly get nervous.
Employers and applicants with different ideas
In addition, one thing is especially noteworthy about the results of the study: Employers and applicants still have different ideas - especially with regard to application submissions: 75 percent of the surveyed companies prefer the form application, 23 percent can also use one eMailApplying for advertising and just 1 percent prefers the receipt by mail.
A look at the jobseekers' responses, on the other hand, shows that only 7,6 percent want to fill out a form - for 6,8 percent, that requirement would even be a reason not to apply for the job. With 83,1 percent, e-mail ranked 1 is the most popular application channels for applicants. They also find it annoying when they have to complete two different forms for the same group of companies.
Business idea for form applications
Here, companies should urgently need to improve or it needs a clever technical solution, with which such application ideas could be temporarily stored and transferred to the next form again. Smart heads!
After all, many companies want more form applications, which they can easily incorporate into their application management systems. Employers also expect a veritable trend here (17,3 percent more in 2020) and a decline in the market eMail-Bewerbungen. After all, companies are still expecting applicants to follow their wishes.
Letter and mail lose their importance
In fact, the top 1.000 companies receive over half (48,9 percent) of their applications by form, 36,1 percent via eMail and 13 percent by mail.
But there is also a common denominator: the personal cover letter gradually loses relevance - both parties are convinced of this. So-called short profiles with the most important data and facts about the person are regarded as increasingly important.
This has something to do with the significantly increased use of mobile devices - even if there are still surprising discrepancies: The majority of applicants still prefer to use the desktop to find a job. And: Employer branding, job search and the application process should always be considered separately with regard to mobile, since they are very different processes that are often lumped together as “mobile recruiting”.
Almost half of the interviewed stakeholders consider the profiles on career networks and Internet job exchanges personally very important, especially in order to be able to stand out from other applicants.
The 5 most important results on the topic of application:
- Number: On average, 48 applications are submitted to a job advertisement, 19 will be examined more closely.
- Form: 3 of 4 companies prefer form application, 83,1 percent of job seekers prefer the form application eMail-Canditature.
- Capacity: 98,9 percent of top 1.000 companies do not (yet) consider videos and infographics as an important part of an application, but infographics are more important than videos.
- Type: Two-thirds of the jobseekers surveyed rated personal contacts and references as an important selection criterion for the application.
- Media: Mobile recruiting is important just to address suitable target groups in the course of employer branding. However, finding a job for applicants is a deadly business - and 66,2 percent prefers to do it at home on their desktops.
The results show that companies and jobseekers are divided on some aspects of the application. The aim should be to bring together both parties and find common standards. Clear communication on the part of the companies as well as feedback from the career-oriented stakeholders are essential.
Technology-based recruitment offers more opportunities than ever to bring both parties together, as the special topic “Technological leap in recruitment” illustrates. The selection ranges from robot recruiting and gamification to applicant management systems. However, these options are still discussed more than they are used - by the way, there is hardly any difference between companies and job seekers.
One third of the companies surveyed (37,6 percent) as well as the jobseekers and career prospects (35,7 percent) are of the opinion that modern forms of communication will have to be used more in the future and expect the same from others, 35,7 percent of the companies and 37,8 percent of the Job seekers.
5 unused opportunities of robot recruiting
The fact that implementation does not meet these requirements is shown by a few of the examined instruments and channels:
- So-called “robot recruiting” - in which an algorithm automatically recommends job seekers to job vacancies or vice versa - only 2,4 percent of the top 1.000 companies use it. Accordingly, 43,3 percent of job seekers say they have never used this opportunity and 27 percent are completely unknown.
- The situation is similar when using recruiting games. In the online games known as “gamification”, requirements and skills are matched in a playful way. Less than 2,5 percent of companies offer such games on their careers website or on social networking platforms. The job search among job seekers is somewhat greater: 12,9 percent have already checked their suitability for a vacancy using an online game.
- Also, the use of instant messaging services such as WhatsApp has not yet high relevance. Only 1,3 percent of surveyed companies allow candidates to communicate through WhatsApp, and are on a par with 95,9 percent of jobseekers and those interested in careers who have never used the service to communicate with companies.
- Recruitment based on new technologies still has to struggle with “everyday gravity”, but offers decisive advantages: recruitment processes can be made more efficient and both job offers and applicant profiles can be published via significantly more channels.
- The key to success lies in the right mix of instruments and channels. In order to optimally address suitable candidates, it will become increasingly important for companies to know their usage habits and preferred channels and to coordinate their recruiting accordingly.
Conclusion: talking together helps!
New ways such as active sourcing, an increasing number of application forms as well as technology-supported instruments and channels keep the recruitment management constantly in motion - always with the aim of optimizing the processes. It is not always easy to keep up with these developments and to orient themselves, both for companies as well as jobseekers and career seekers.
However, it only becomes critical when both parties do not take the same direction - and that is exactly what is happening. But the good news is that with clear communication and the knowledge of the needs of the respective target group, this trend can be reversed.
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