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REED.CO.UK’S RULES OF
ATTRACTION
INSIGHT TO HELP YOU HIRE
EARLY CAREER CANDIDATES
Neil Millett
Research Manager
FINDING FUTURE
TALENT
ALEXANDER MILLETT
7 MONTHS
*NOT OUR RESEARCH
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
GIVE PEOPLE A
FRESH START
35%
Salary,
WHAT BEST DESCRIBES THE MOTIVATION
FOR YOUR JOB SEARCH?
Location
1.
25%
A new
WHAT BEST DESCRIBES THE MOTIVATION
FOR YOUR JOB SEARCH?
organisation
2.
20%
A fresh
WHAT BEST DESCRIBES THE MOTIVATION
FOR YOUR JOB SEARCH?
start
3.
RIGHT PLACE
RIGHT TIME
OVER THE COURSE OF YOUR SEARCH
40%
Job board
30%
Search engine
35%
Company website
30%
Careers services
WHAT DID YOU USE
WHAT TIME OF DAY DO YOU SEARCH?
BEFORE LEAVING
FOR WORK
ON MY
BREAK
HOME FROM
WORK
30% 30% 35%
CAREER INFLUENCERS
45% parents
26% close friends
23% teachers
20% peers
13% siblings
60%
Apply for jobs on mobile
rather than laptop/desktop
CANDIDATES ARE
CUSTOMERS TOO
RECRUITMENT AS CUSTOMER SERVICE
73%Agreea negativeexperienceduringhiringprocess
willimpact how theyviewyour products& services
70% share with family & friends
40% not use products/services again
25% will not apply again
RECRUITMENT AS CUSTOMER SERVICE
NEGATIVE EXPERIENCE =
THE RECRUITMENT PROCESS: APPLICATION
80% Expect confirmation of
application
40% Within24 hours
THE RECRUITMENT PROCESS: INTERVIEW STAGE
75% Expect to be informed
of an unsuccessful application
THE RECRUITMENT PROCESS
NO CONTACT
in 5 days in 14 days
assume they’ve been unsuccessful
25% 80%
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
CELEBRATE
INCLUSIVITY
INCLUSIVITY
73%what a companydoesto improvediversityand
minorityrecruitmentis important
ofrespondents agree
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
INCLUSIVITY
25%
suggest they’ve felt discriminated at
some stage in their search for work
ofallrespondents
SHOUT ABOUT
SUCCESS
HOW DO YOU DEFINE SUCCESS?
1. Commercial
2. People
3. CSR
COMMERCIAL SUCCESS
1/3consider organisational
financial health and stability
*deciding factor when choosing
between twojoboffers
COMMERCIAL SUCCESS
associate ‘recognised’
brands with job security
39%
PEOPLE SUCCESS
1. Their career development
18-21y/oapplication priorities
2. Company culture
3. Learning opportunities
CSR
PEOPLE LOVE
PERKS
REWARDS AND BENEFITS
The big, expectedthemes:
Healthcare & pensions
Happiness & wellbeing
Work / life balance
Peak perks:the best of officeamenities
Free tea / coffee
A quiet workspaceGym membership
Free fruit regularly
Yoga sessions
Sleep podsDuvet days
Birthday day-off
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
THANK YOU
Neil Millett
Research Manager

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Neil Millett, Research Manager, reed.co.uk, The 'Rules of Attraction' for first time Jobseekers

Editor's Notes

  1. 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?
  2. 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
  3. 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
  4. 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
  5. - 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
  6. 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.
  7. 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
  8. A job being more than a salary This is the #1 choice when we expand the research
  9. Media that jobseekers use Times of day people will search Right time in their career, appeal to what they want
  10. - 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
  11. 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’
  12. 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?
  13. 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)
  14. Recruitment as a customer service is a topic we’ve discussed before Bears repeating because it is so important
  15. Impact if we get the recruitment process wrong. Bigger impact beyond recruitment Not just a risk for HR & People teams, needs business buy-in
  16. - The practical outcomes of a poor user experience
  17. How can we deliver a better experience? Understand expectations. Majority of which centre around timely commuinication.
  18. 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
  19. 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
  20. 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
  21. - Audience expects to see this area proactively adressed
  22. here’s how: Again, highlight that this younger cohort place added importance on this area
  23. 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
  24. Not being shy, reserved or almost embarrassed by success Very practical reasons why your audience needs to know
  25. 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
  26. Business performance directly relates to a prospective employees sense of job security Can be a deciding factor when choosing between two jobs
  27. 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
  28. We asked ‘what would make you more likely to apply for a role” For 18-21s specifically these three:
  29. Working for a company that gives back A marker for your ethical principles, principles in action
  30. - Finally, an area we all have in common (hopefully)
  31. 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
  32. ‘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