If social media is going to be part of your recruitment game plan, it’s worth noting that it’s currently the least trusted source of information amongst 14 measured by Edelman in Australia (refer chart).

Q. Please tell me how credible you believe each one of them is as a source of information about a company

Which means, for no particular fault of yours, many will treat your social media efforts with cynicism. It also means that you’ll need to work very hard to be noticed, be connected and stay relevant; for most it will mean long periods of time before any results can be seen.

The truth is there’s no shortcut to social media success. Trust needs to be earned.

How can trust in a low trust medium (social media) be earned by a traditionally low trust industry (recruitment) ?

I believe the medium rewards generosity. If you subscribe to the idea of openness, transparency and a willingness to give before you can ask anything in return, social media will open up endless new ways to connect and build relationship with candidates and potential clients.

I think we are on the cusp of a new era where recruitment outreach, especially the marketing and advertising component, will be defined by generosity. A change in mindset, more than anything else, is an essential first step towards social media success.

Here’s the latest ABS data on the distribution of the Australian workforce (refer table). Health Care industry is by far the largest employer. Sectors like mining, in spite of getting all the media attention, employs only 1.5% of the workforce. While the manufacturing sector, arguably a dying industry, is the fourth largest employer it’s clear that the Australia is predominantly a service economy. And that trend is likely to continue for years to come.

From a recruitment perspective, workforce data offer clues to what type of tools and strategy should be used. Taking stock of the size and distribution of the workforce is a good start.

If you are a recruiter, the best way to make sense of the national unemployment rate, which currently sits at 5.3%, is to ignore it. Well, not really. But the real meat of the unemployment story lies in regional data. Broken down by states, Tasmania and NSW lead the nation in unemployment numbers, while employers in states like NT and ACT are likely to struggle with recruiting the right staff (Refer chart. Source: ABS).

Factor in the health of regional economies and one can have a fairly good idea of how difficult finding new staff will be. Commonwealth Bank measured the economic prowess of the states using eight different criteria and ranked them as follows:  

1. WA
2. ACT
3. South Australia
4. Northern Territory
5. Victoria
6. Tasmania
7. Queensland
8. NSW

Unsurprisingly, where a state lagged in economic development the unemployment rate tends to be high. The best performing economies like WA and the ACT have unemployment rates much below the national average. 

If you are a recruiter, arguably there will be more demand per capita for your skills in states like WA and the ACT (From an agency perspective having a presence in growing states would make sense – demand is likely to be consistent and competition lesser.) Dig deeper and one can unearth other data like job vacancies, supply of workforce (broken down by industry), labour productivity and turnover rates. A discerning recruiter can interpret the above sets of data and have a clearer picture on how and where to distribute limited resources.

Recruiting is mostly local, so regional data is what matters. Having a good grasp of local data should be an essential task when planning a sourcing strategy; by all means it should precedes any tactical activity (and yes that includes social media).

We started the VOICES project to give voice to the voiceless, so to speak. Our brief was to encourage recruitment firms to collectively raise their voices on various client-supplier issues. The response has been encouraging.

Here’s what Justin Babet, MD, Xpand has to say:

I believe that most tenders are way too long. What’s really important is track record, proven results and the ability to work together as a team.

Rather than 100 page tender responses, most businesses only really need 2 to 3 pages maximum (like a CV). I’d suggest having a think about what’s really important for you as a business and ask for evidence based examples and/or references to attest to a supplier’s match based on these criteria.

Once you’ve got your short-list, bring them in for an interview rather than a presentation (do you want to work with a good presenter or a good recruiter?). Insist that the person actually working on the account be in attendance! Easy to administer. Easy to respond to. Everyone can get on with business a lot more quickly.

The idea is to communicate to employers what goes on the other side. The goal is noble – it’s to solve problems and help employers.

Your voice is important, raise it today. 

How do executive recruiters navigate the evolving sourcing landscape? Paul Jury (Head of Executive Recruitment) sheds light on Talent2’s experience.

Talent2 was founded as a high-touch executive recruitment business focused on middle- and senior-level permanent and contract appointments. It has an experienced team of recruitment consultants who are recognised as leaders in their specialist areas. While our brand proposition might not traditionally be associated with the use of job boards, we strongly believe they can be utilised to greatly compliment high-quality executive level recruitment assignments.

In challenging markets it is essential that recruiters examine all sourcing channels when filling the requirements of their clients. While a specialist executive level firm such as Talent2 utilises search (from both research and consultant networks) advertising is also a crucial part of what we do. Both broad and specialist job sites offer access to substantial numbers of candidates who are both actively and in some cases more passively looking for new opportunities. This access comes with an immediacy that is a useful complement to the more time intensive processes of research, network search and traditional print advertising.  For example, 69% of permanent roles worked on in the last year by Talent2 utilised job boards to build their shortlists.

As the fundamental shift from print advertising to job boards continues, most active candidates will use job boards during their job search. It therefore becomes imperative that advertisers, both corporate and recruiters make it as easy as possible for candidates to find their ideal job posting. The key is to stand out from the pack and whilst there are a variety of upgrade options to enhance the prominence of your ad and catch the job seekers eye, there are some basics which need to be followed. It is imperative that ad copy is well crafted to both tell and importantly sell the story. Motivated candidates want to be both excited and informed. Interestingly, the basic principles of the more traditional employment display advertisement still ring true.

On-line job seekers focus on salary levels, the location of the role and the job title. Where ever possible we advocate the inclusion of salary details, doing this will maximise the search experience and ultimately the matching process. It is easy to get lost in the ‘noise’ of a generalist job board, especially as most job seekers only have short grabs of time to search the sites (often only 20 minutes here and there). A safe guard for all parties, especially job seekers, is to ensure they have targeted job alerts updating them on the latest and greatest jobs that fit their search criteria. The effectiveness of job alerts is often underestimated. Seek in particular send millions of job alerts and this email process creates
enormous value.

In this current recovery phase where new jobs and job seekers are more evenly balanced, job boards are a cost effective way of sourcing candidates, as is the Early General News sections of the major newspapers with the later particularly well suited to mid and senior level executive appointments, albeit with a significantly different value proposition.The big challenge for job boards and newspapers will be the re-emergence of talent shortages in Australia. In the short to medium stages of the recovery there will be growth in advertising volumes as many corporations and recruiters do what they have always done and advertise their roles (we are already seeing this happen).

The experience from the later stages of the boom years in 2006 and 2007 was that the quantity of responses to ads began to decline and over time the quality of applications followed. We predict the next phase of candidate shortages will be even more competitive and those doing the hiring will not be able to first and foremost rely on job boards alone.

Talent shortages will once again place pressure on the effectiveness of both online and press advertising. It’s all about return on investment and as the employment market tightens the quality and quantity of applications will become variable. As the supply and demand change many hiring managers will increase their usage of head-hunters to search the market for executive level talent.

Many larger organisations have been adapting and are already a lot savvier about how they engage with future talent including employee referral systems, employee value propositions, their own searchable talent pools and effective marketing communications. Many of the larger corporations have established in-house careers centres or partnered with recruitment process
outsourcing firms, including Talent2, to provide these services. While they use job boards as part of the process they have developed other strategic sourcing channels.

So who and what job boards will win out in this competitive employment market place? SEEK will continue to be the market leader and dominate. Niche boards with content and/or strong communities of regular users should prosper i.e. an e-financials. All other sites that are predominately only a job board will fail unless they are able to reach out, connect and build
relevant communities who regularly come to their site to engage on all range of matters including job postings. There still remain clear opportunities for job boards to offer and market searchable databases that are effectively monetised and LinkMe is well placed. That said, we may already have a clear winner in the contest to build the best database as there
are now over 1 million Australians on LinkedIn. We can all network with like minded professionals including introductions and referrals to jobs. The job boards, recruiters and corporate who most effectively connect and/or source from the LinkedIn networks will have a competitive advantage.

While the best job boards will be pieces in the talent acquisition jigsaw puzzle it is LinkedIn that may well become the centre piece. Meanwhile, hiring managers will be forced to cover as many bases as possible, executive recruiters will do more searches, while job seekers work out just how quickly they want to embrace online networks rather than just job boards.

Paul Jury is inspired by the Talent2 vision to create success with organisations that acquire, manage and optimise their human capital.  As the Head of Executive Recruitment with oversight for A/NZ he thrives on the value of finding the right person for the right job. Interestingly, his first days in recruitment were as a talent scout for the Essendon FC – once he got the bug for finding talent he was hooked for life!

An abridged version of this essay appeared in the Job Board Report 2010.