Game-changing metrics and recruitment advice from across the globe

5 things hiring teams can learn from consumer marketing

Eight in ten people professionals and leaders believe recruitment is becoming more like marketing. We wholeheartedly agree!?

Research from LinkedIn, KPMG, Gartner, Gallup and EY confirms it.

Last month, we came across a global consumer marketing study about what people expect from brands they do business with. The findings are as insightful for people and culture and hiring teams as they are for marketing teams.

Why is this important?

For decades, hiring was simple. You would put an ad in the newspaper and wait for the phone to ring. Or post an ad and wait for your inbox to fill up with applications.?

Next, you’d meet a few people and hire the one you like the most, the one who’s the most qualified or the first one who seems like a good ‘fit’.

In 2013, Australians stayed in jobs for an average of 7 years.

In 2023, average tenure is 3 years and 4 months.

Millennials (aged 27 to 42 today) stay an average of 2 years and 9 months. 50% would change jobs every two years if they could.

Less than 30% of people are engaged at work and the so-called talent shortage has hit a 17-year high.

The world of work has changed. It’s not a post-pandemic thing. Evolution and change is natural. Charles Darwin famously said:

It is not the strongest of the species that survive, not the most intelligent, but the one more responsive to change.

It’s time to embrace the changed dynamic between employer and employee.

What can hiring teams learn consumer marketing? Read on.

The rise of part time work and personalisation.

The latest ABS labour force data (October 2023) shows part time work is growing.

Both unemployment (3.7%) and labour market participation (67%) are up slightly.

There is still a small percentage of people who are underemployed, but these stats also signal the rise of flexible work and one of the most important trends in work today: Personalisation.

Our own experience this year reflects this:

One-third of the people Heart Talent has connected to new jobs in 2023 work part time.

Once upon a time, we could categorise our lives in the most simplistic of ways. There was work life and personal life.?

In today’s modern landscape, those boundaries are a little more blurred.?

If your personal boundaries interact with work boundaries in a positive way, maybe work can become a little more you.

Today, we all have the power to make work more about what you need. This is called personalisation of work. Read more

The most critical, game-changing metrics in talent

• EY reports you can lower your recruitment costs by 50% with this.
• Gartner says having a strong one can reduce turnover by 69%.
• 83% of employers believe it plays a significant role in retention.

It’s an expression of the most important metrics in talent. And it begins with listening.

Leading global advisory firm Gallup helps leaders and organisations solve their most pressing problems. Their tagline Helping people be heard also hints at these critical metrics.

Listening to your people isn’t rocket science. It’s what you do with that information that can really change the game.

Understanding sentiment and value is the key to your recruitment and retention challenges.

How your people experience working with you and how they feel about you as an employer is more than employee experience, engagement and sentiment - it’s an expression of the value you provide. Your value proposition for your people.

Understanding sentiment and value does more than power your retention and engagement efforts. It’s the core of your employee value proposition (EVP) and employer brand.

There are many conflicting perspectives on what an EVP actually is.

Hint: it’s more than a list if benefits. What is an employee value proposition anyway (and what is it not?). Read more here.

Learn more about recruitment as marketing, your employer brand and the power of a compelling employee value proposition in our ebook:

Recruitment is marketing: A leader's guide to modern talent attraction.