Oliver Thylmann refers to Larry Chase’s post on the top 10 trends for the next 10 years, with a bonus 11th. As Oliver says they are marketing focused but still very relevant to see where things might be going. Of real interest is how this will impact how people view your company as a place to work (aka employer of choice) and specifically within this recruitment.
- Pay Per Call Rings In
Will prospective employees (you know the passive ones) be able to charge recruiters to contact them? Or will candidates have to pay to apply for jobs? Personally I don’t see either model happening but you never know. The ability to apply online has meant it is so easy for candidate to apply that recruiters are sometimes receiving hundreds if hot thousands of resumes for a single role. On the flip side given the growing skill shortages in some industries will candidates be the ones playing hard to get?
- Feed Marketing Flourishes
We are seeing this happen already to RSS feeds of jobs appearing on a weekly if not daily basis. What other contact will HR need to look at to fuel this fire.
- Email Marketing Will Survive
We are seeing the start of this with services like Jobster where email is being used to “market” jobs to passive candidates.
- Personal Agents Propagate
Again this is happening already but it will change over the next few years. I see ATS vendors having to build in personal agents for recruiters that scan the internet continually chasing down possible candidates for those hard to fill or scare skill positions that will form the talent base “just in case”. Also job seekers will get more and more agent like services to help them hunt down the right job, not just focusing on the job but the organisation as a whole. If an employer does anything publicly it will impact their ability to attract candidates both in a positive and negative way.
- Reverb Marketing, In Stereo
We will need to continue to use multiple methods of attracting candidates, from Google Ad words, sponsorship of podcasts, to traditional job ads. Will passive candidates actively block your job ads? How will that impact your attraction programs.
- Audio Blogs/Video Blogs (V-Blogs)
We are already seeing this as well. I feel that certain types of industries will use these mechanisms more than others however all organisations will need to look at methods to open up the conversation with both employees and candidates, transparency is critical.
- IPTV Adds Interactivity
Not sure on this one, but I am sure it will have an impact.
- Commercial Content On Demand
The pull-marketing approach is certainly going to change the way recruiters work, targeted postings will become critical to ensure that the right candidates are attracted. I feel this relates back to feed marketing in point 2.
- Publishing Faces Tectonic Shifts
Comes down to targeted audiences to ensure you get the best bang for your buck, look at 8 and 2. We have already seen a tectonic shift in how jobs are advertised in the last 10 years, over the next 10 we will see a similar change. If you use a broad brush approach you will not succeed and ensure up looking for a job yourself.
- Direct Marketers Will Take Over the Internet
Recruiting organisations will need to talk more “of response rates by way of clickthroughs, cost per lead, cost per sale” to justify the job posting activities, if they aren’t already.
- Internet-Free Zones Become the Hot New Trend
Ahh, work life balance comes into play here. Organisations are going to need to ensure they can provide a framework to allow employees to switch off, without adversely impacting how others in the organisation view that person.
It will be interesting to look back in 10 years and see if these changes have taken place and what the marketplace looks like.
Michael Specht 