PAULA SANTONOCITO
PAULA SANTONOCITO, SENIOR MANAGER, RESEARCHER & WRITER

‘Humanizing’ Recruiting

August 13, 2020 at 07:31 AM — Post

During a recent webinar, Leah Daniels, SVP of Strategy at Appcast, used the word “humanizing.” Leah used the term again when she was interviewed by Lori Sylvia, CEO of Rally Recruitment Marketing.

It certainly seems like a word that fits with recruiting, but what does “humanizing recruiting” mean in the current environment?

Addressing today’s concerns

The overarching question hiring organizations should ask is straightforward: What is it candidates care about today?

The answer is somewhat more complicated, because these are complicated times. Even so, it’s possible to make a list, and a short one at that.

One-third of the workforce has kids in school, and there are many unknowns.

  • Will schools reopen?
  • Will schools reopen and then close again?
  • Will schools offer a combination of classroom and remote learning?
  • How will decisions about schools impact working parents or family members who care for children?
  • Will employers remain flexible and continue to accommodate individuals who care for school-age children?

The economy is unstable, and there are many unknowns.

  • Will there be a second business shutdown?
  • Will furloughs and temporary layoffs become permanent?
  • Which companies will go out of business?

COVID-19 continues to claim lives, and there are many unknowns.

  • What are best practice workplace safety measures?
  • How do safety measures pertain to specific jobs?

It’s critical that you address these concerns in your job ads and other recruitment marketing material.

School challenges. If remote work is an option, say so. If your organization will continue to accommodate workers with children, say so, and explain what this entails: for example, flexible scheduling or job sharing.

Economic instability. Amid all the uncertainty, candidates are looking for a secure place to land. Create an environment that is stable, then speak to stability. If your company continues to grow, say so. If you’ve put cost-cutting measures in place to avoid layoffs, say so. Be truthful about the challenges, if any, your organization faces, but reassure candidates that you’re on top of the situation – assuming this is true.

Health and wellbeing. Candidates have legitimate concerns about workplace safety. Speak to these concerns. Share the steps your organization has taken to keep employees safe. If a job is customer-facing and/or higher risk, provide details about safety protocols.

Addressing ongoing concerns

In addition to today’s concerns, candidates have ongoing concerns, as well as frustrations with the job search.

Here are a few that are relatively easy for employers to address.

Applications require too much information and take too much time to complete.

  • Do you need the candidate’s middle name?
  • Are multiple addresses necessary?
  • Are multiple phone numbers necessary?

Job titles don’t align with the way candidates search.

  • Are you thinking like a candidate?

The “black hole” is real, and it will become more problematic with the expected onslaught of applications. People need to go back to work, and there will be more people looking for work than jobs available.

  • Do you acknowledge applications?
  • Do you make good decisions about when to stop accepting applications, so that people don’t needlessly apply?

The candidates you seek are under tremendous pressure. By taking these steps to humanize recruiting, you will help lighten their load. What’s more, these steps will help streamline your processes, while furthering your employer branding efforts.

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