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5 Hot Trends that Recruiters will be focusing on in 2020


Beth Allsopp


Understanding the strategies that organisations will be increasingly implementing to search for talent, is incredibly beneficial to both employers and candidates. The importance of recruitment marketing continued to grow throughout 2019 and as discussed in our article last year artificial intelligence (AI), somewhat predictably, established itself even more prevalently within the industry. As recruiters wish to get ahead of their competitors in 2020, they will undeniably be focusing their attention on mastering these growing trends.

  1. Candidate experience remains high on the agenda

Organisations who provide a great candidate experience improve their chances of securing the best talent for their company. Research by IBM analytics has shown that people who are satisfied with their candidate experiences are 38 percent more likely to accept a job offer. Therefore, providing candidates with a consumer-centric experience is exceptionally useful, particularly when targeting passive candidates who commonly may be less welcome to change, or may feel a sense of loyalty to their current employers. In addition, a highly satisfactory candidate experience is likely to encourage candidates to refer an organisation to their colleagues and acquaintances and may even lead to them sharing their experience online.


If you’re an employer, something as simple as replying to every candidate application will greatly improve the candidate experience you provide. Other tips include being transparent about your recruiting process, staying in regular contact with your candidates (and thanking them) at each stage of the process. Be certain to have an informative and regularly updated company website, ensure that the process for submitting applications is straightforward and user-friendly. Asking for candidate feedback is the most effective strategy, to understand how your company can make advances in this area.


  1. Employers branding

It is imperative to build a positive brand to attract top talent. Three-quarters of job seekers use social media sites, such as Glassdoor and other online review platforms, to research a company’s reputation before sending an application. LinkedIn research also shows that creating a superior employer brand is proven to lead to companies receiving 50% more qualified applications. Not only will this mean that recruiters will have a larger pool of talent to pick from, but it could speed up the hiring process and reduce cost per hire.

To take steps towards strengthening their brand, employers should be regularly updating their social media platforms with relevant and engaging content and sharing employee experience as well as user experience. Defining the message of your organisation and creating an authentic tone will emphasise its unique brand.

  1. Automation

To remain as efficient as, their more technologically advanced, competitors in 2020, businesses will have to turn their attention to recruitment automation tools and their many advantages. If organisations continue to manually carry out repetitive tasks, which could be automated, they simply will not be able to keep up with companies already using a resource instrumental in maximising the productivity of their recruitment process. Saving a considerable amount of time and money, automation is beginning to be widely implemented and its use is predicted to grow exponentially. 72 percent of employers believe that within the next 10 years, some responsibilities within talent acquisition and human capital management will be completely automated (recent CareerBuilder survey). If your business is not already implementing automation there is a wealth of automation solutions that you should be researching and putting to use.

  1. Employers Hiring for Soft Skills

With the use of technology rapidly evolving within the workplace, the need for an adaptable and dynamic workforce is becoming more and more essential to a companies success. In the future skills such as problem-solving, innovation, communication, and collaboration could be more sought after than niche skill sets. As roles become increasingly automated, employers must encourage their workforce to become more flexible and adapt to their evolving responsibilities. Those who have transferable skillsets, applicable outside of their industry, will be able to ensure their position in a continually changing workplace.

Altering the interview process to align more readily with the demand for soft skills is a necessary step that employers are making. For example, employers are incorporating more behavioural and situational questions in interviews, requiring attendees to draw on their past experiences, demonstrating their personality. There are also a variety of challenges and group tasks that hiring managers can carry out at interviews to assess the competence of prospective employees.

  1. Continued Growth of Social Recruiting

Social recruiting is the use of social media platforms and networks to create and retain intrigue towards your company. It is invaluable. Any organisation should be exploring all the avenues of social recruiting! It’s estimated that the average person spends around two and a half hours a day on social media platforms. The usefulness of social media in engaging both candidates and clients is therefore undeniable. There is a plethora of different ways in which recruiters can utilise social media to access their desired audience. Making this connection is a step in building a continued relationship with candidates. Social media is becoming increasingly valuable as a resource for employers to invest time and money to attract talent.

To best exploit social recruitment, organisations must choose the correct social platforms. It’s vital that you analyse your preferred audience, consider where and when they will be most active and what sort of material will appeal to them. Social media content must go beyond posting job updates - platforms need to be regularly updated with fresh content in order to collect and preserve engagement.

With technology now occupying an essential role within the recruitment process, it is crucial to continue to evolve with technology to find new and creative ways in which the apparatus can enrich the recruitment process. There is a multifaceted selection of different AI tools available to employers. An AI-driven writing tool can collect data on what kind of job adverts receive the most applications, recognising what language is popular or unpopular within these adverts. The writing tool will then incorporate the language, which has proven more successful, into a firm’s ads. This increases the pool of talent that companies have to choose from.

Technology could also be utilised to advertise jobs in refreshing and innovative ways. For example, a video advertisement may be more eye-catching than an ad that only uses text. Video can also be utilised to conduct interviews. Webcam interviews can improve the candidate experience by reducing travel, saving time and money. Another way that organisations could optimize their use of technology would be by getting to grips with a data-driven recruitment strategy. The use of data analysis allows companies to see what channels candidates are using most regularly and what sort of content is receiving the most traffic.

There you have it, our top 5 trends in 2020, just remember by remaining creative and using new technologies as resourcefully as possible, you will be able to have the edge over your competitors.

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