JANUARY 2016HR TECH OUTLOOK8In My Opinionith the advent of the internet, social media, and high-tech applicant tracking systems, a world that was once dominated by a reliance on prospective employees haphazardly finding your company, now requires employers to take a proactive approach to find and source candidates by pushing their brand, casting the net, and funneling down the candidate pool to find the best and right candidates, not just for each individual job posting, but for the company as a whole.It's No Longer Wait and SeeAs human resource and recruiting professionals, we can no longer just wait for the right candidates to find us. The days of placing an ad in the newspaper or online job board and waiting for the resumes to pour in are long gone. Technology has changed everything. In today's competitive job market, HR and recruiting professionals have to be marketers, they have to be salesmen. Just as marketing and sales leaders know that a company's online presence can provide powerful inbound marketing advantages, HR leaders must build a strong employer brand, online and offline, to attract the best and brightest job candidates. Strong similarities exist between online consumer behavior and that of professionals seeking employment. Realizing this trend, business leaders can't afford to have marketing and recruiting exist in separate silos, but instead need to promote their company to qualified job seekers as skillfully as they do to customers. The statistics behind this concept are convincing. According to Career Builder, job seekers use 18 different sources when prospecting. Careerrealism.com cites that 98 percent of professionals won't even consider an employer that lacks a LinkedIn company page. Top talent is drawn to powerful online brand, so keep in mind that the information you share online can enable top candidates to see why your organization is the right fit for them now, as well as why it can offer a better career path in the future.Your Recruiting Team just got LargerNow, more than ever, business leaders have the ability to utilize grassroots efforts toinfluence their employer brand, and activate employees across the company. While inclusion on best places to work lists and being honored as a stand-up corporate citizen by a third-party still speaks volumes for an organization's culture and values, technology has opened the doors for you to enlist and empower employees to help build your employer brand and act as social recruiters. Companies mustchanneltheir image and culture to prospects in a variety of ways that include everything from social media engagement to good old-fashioned word of mouth. In order for employees to excel as social recruiters, they must feel good about where they work and understand what makes it such a great place to work. The number one thing to remember is that using social media at work, or referencing it online, has to be safe--for employees, supervisors, managers and the brand itself. If your workforce doesn't feel safe, or if employees feel there will be consequences for using it, engagement will be minimal at best. Social media programs can yield powerful results. By engaging your employees, there's great potential to generate content in a variety of ways to attract potential new hires. One way to do this is to create a hashtag campaign for employees to share what they love about working at your company. A successful campaign is one in which employees share their stories and moments, without thinking about participating in a marketing or recruiting initiative for the company. Another option is to curate the best content that WBy Laurie Zaucha, VP HR & Organizational Development, PaychexThe Growing Impact of Technology on RecruitmentLaurie Zaucha
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