4. OUR RESEARCH
n.b. 500 18-21 y/o
Give people a fresh start
Right place, right time
Candidates are customers too
Celebrate inclusivity
Shout about success
People love perks
20. THE RECRUITMENT PROCESS
week 1 week 2 week 3 week 4application
90%expectto be at interview
withina fortnight
80%expect tobeoffered a
jobwithin three weeks
23. What do you expectof an organisation?
1. Commitment to workforce diversity
2. See a diverse workforce represented
3. Openly communicate hiring programmes
4. Targets recruiting diverse candidates
Youngerrespondentssignificantlyseetheseactionsasimportant
INCLUSIVITY
32. REWARDS AND BENEFITS
The big, expectedthemes:
Healthcare & pensions
Happiness & wellbeing
Work / life balance
33. Peak perks:the best of officeamenities
Free tea / coffee
A quiet workspaceGym membership
Free fruit regularly
Yoga sessions
Sleep podsDuvet days
Birthday day-off
34. SUMMARY
n.b. 500 18-21 y/o
Give people a fresh start
Right place, right time
Candidates are customers too
Celebrate inclusivity
Shout about success
People love perks
Intro
Time once was we’d be talking solely about ‘graduates’
As an industry we’ve recognised there’s more than one route in to work = a good thing
Bad thing = different ways to enter work, all with differing expectations
What do young people, the worst kind of people, really want?
ONS Feb = Estimated 32.60 million people in work
167,000 more than for July to September 2018
444,000 more than for a year earlier
For October to December 2018, the unemployment rate for those aged from 16 to 24 years was estimated at 11.8%, lower than for a year earlier (12.2%)
The unemployment rate for those aged from 16 to 24 years has been consistently higher than that for older age groups since comparable estimates began in 1992
Between March to May 1992 and October to December 2018, the estimated proportion of people aged from 16 to 24 years who were in full-time education increased substantially from 26.2% to 43.9%
This has impacted on the youth unemployment rate because the increase in the number of young people going into full-time education has reduced the size of the economically active population
The Rules of Attraction is a 2002 black comedy drama film written and directed by Roger Avary
based on the novel of the same name by Bret Easton Ellis
It stars James van der Beek
At the start of each year we run a big insight project with a reed.co.uk audience
Results here taken from 500 18-21 year olds
What you see on screen are our ‘rules’
No such thing as rules, more guidelines “Infuriating, isn’t it?” – Hegarty quote
My job to take these abstract phrases and get the to make sense by the summary
- Audience embarking on their first career
- People moving from a part-time job
- Either way, giving people the opportunity to invent or reinvent their career = massive undertaking
Salary & Location most important factors. More so for 18-21 audience than the average, explain shortly
Student debt / ability to fund lifestyle at forefront
Location = accessibility. Minimal commute a good thing. A nice to have, not an essential.
Circle back to inventing/reinventing career
Young people looking for a career partner
Coming from part time = joining a bigger cause
University = putting their experience in to the world
Short term benefits for both candidate and the organisation, we’ll cover shortly
A job being more than a salary
This is the #1 choice when we expand the research
Media that jobseekers use
Times of day people will search
Right time in their career, appeal to what they want
- Job board performs well, this is partly a reed.co.uk audience may lead to a bias response
Lots of content in one place = convenience to people looking to see what’s on market
Company website = what information you decide to prioritise. How easy is it to find your careers site?
Search engine = need to be seen
Careers service might be ‘old school’, 18-21s looking for guidance
If you should so choose to target the timing of your activity
18-21s won’t look before they’ve left the house, that time is their own
Missing = first thing when I wake up & last thing before I go to bed. Need to ‘switch off’
Are we targeting the right people?
What can we do to put our organisations in front of influencer groups
Can we encourage advocacy from these groups?
Nearly half of millennials say they interact with their smartphones more than they do with humans (significant others, parents, friends, children etc)
4-5 hours a day
Use for everything (contactless payment, tickets, proof of identity etc) - why should job applications be any different?
“Unbreakable bond” with their smartphone
Some grad apprenticeship schemes - all comms via text (Jaguar Land Rover)
Recruitment as a customer service is a topic we’ve discussed before
Bears repeating because it is so important
Impact if we get the recruitment process wrong. Bigger impact beyond recruitment
Not just a risk for HR & People teams, needs business buy-in
- The practical outcomes of a poor user experience
How can we deliver a better experience? Understand expectations.
Majority of which centre around timely commuinication.
18-21s want to see a return for their investment of time, regardless of the outcome
Closure. Reinvest that time in to search
Without knowing it feels like a fruitless exercise. “Never heard back” a stereotype we’re all working hard to overcome
The most demanding set of results we’ve ever seen
We know that these results are not possible more often than not, time & resource not there
How can we better inform applicants of a realistic timescale
Speak around expectations of inclusivity & diversity
Workforce should be a reflection of what we see outside of work. It’s the ‘norm’ for 18-21s
- Audience expects to see this area proactively adressed
here’s how:
Again, highlight that this younger cohort place added importance on this area
One of the more impactful insights from our research
Our next research project looks to better understand this statistic, and the further practical steps that can reduce this number
Not being shy, reserved or almost embarrassed by success
Very practical reasons why your audience needs to know
The three key areas to consider:
Business performance, might seem boring but it has it’s place
People & highlighting induvial within your organisation
Your commitment to giving back is important too
Business performance directly relates to a prospective employees sense of job security
Can be a deciding factor when choosing between two jobs
Have a recognisable brand? Part of the job already done
If you feel your name isn’t as recognisable, even more reason to speak to your commercial successes
You’re an organisation in t he right direction, early career candidates want to be going the same direction
We asked ‘what would make you more likely to apply for a role”
For 18-21s specifically these three:
Working for a company that gives back
A marker for your ethical principles, principles in action
- Finally, an area we all have in common (hopefully)
Here are the big, over arching themes:
Work life balance = flexible working, working from home
In previous research healthcare & pension had not been a priority for this age group. Future planning making a comeback? Don’t discount
Happiness & wellbeing = activities encouraging good health, physical and mental
‘Low hanging fruit’ pardon the pun at the end
Brilliant part about this is the conjecture we have about each specific perk
Hegarty quote, these are not laws – just guidelines