Last year, we saw a powerful shift in the communications industry, particularly in human resources and recruitment. Facebook, Twitter and LinkedIn continued to grow and benefit the HR communications industry by reaching passive and active candidates. Job seekers, already active on these sites, were drawn to branded employer pages that advertised open positions and content broadcasted through blogs, microblogs and status updates.
Online recruitment videos became more affordable and unlocked the door to a company’s corporate culture. No longer did a job seeker have to read about a potential employer. Video is the job seeker’s invitation, allowing them to hear from employees directly, a trend we will see continue.
One of the biggest predictions for 2012 shouldn’t be a surprise—the rise of mobile. Record sales of mobile devices such as smartphones and tablets have pushed the need for more mobile capabilities to the forefront. It’s not enough that your website is mobile enabled; a mobile application would provide active job seekers with an easier way of finding your open positions. An article by Dr. John Sullivan of ERE states “The capabilities afforded users of smartphones and tablet devices grows immensely day by day.”
Looming baby boomer retirements continues to be a major focus for specific industries, particularly for public sectors including healthcare, manufacturing and education. Focusing efforts toward talent management and succession planning will be critical to ensuring gaps left by planned retirements are filled. In addition, strategic plans for university recruitment and international recruitment will help support hiring needs of organizations where skills shortages are expected due to retirements.
External engagement and hiring isn’t the only factor. Companies must implement and actively promote employee engagement, loyalty and retention programs. Assuming your employees will remain with your company is often an unwise prediction. Saavy employees understand their value and are often pursued by executive recruiters and through personal referrals. Show your employees their value through programs that meet their needs.
Being able to adapt to the ever-changing landscape in 2012 can become an integral part of your employer brand. We look forward to sharing the ride with you.
Related to HR Communications and what to expect in 2012:
- Video Interviewing — Technology delivering cost savings in the recruitment process
- Making it Mobile
- The War for Talent: Branding 101 to the Rescue