Talent mapping, strengthening your employer brand and embracing social media will be vital to HR success next year, writes Dan Dackombe
It’s fair to say that the past 12 months have been a tumultuous time for British business. And where 2016 has led, 2017 is set to follow.
At LinkedIn, we’ve looked into the effect that triggering Article 50 in March could have on Britain’s talent landscape. We found that companies in the UK currently rely on the EU-27 for 40 per cent of their international hires. These professional migrants are also almost twice as likely to have a master’s or doctorate degree than the average UK professional. This means that, while British businesses could rely on access to top global talent in the past, possible restrictions to the movement of workers as a result of Brexit are forcing a significant rethink.
We’re also seeing companies hunker down and cut non-core roles as they continue to face uncertain economic and political times. Our research shows that businesses are shedding administration and support jobs, and are instead focusing on commercially driven functions such as sales and business development. This is, in part, driving a growth in entrepreneurial consultancy in the UK, as managers demand more flexible ways of accessing the skills and expertise they need.
These ongoing shifts in the talent landscape mean that organisations need to give serious thought to their HR policies, and how and where they hire from in 2017. In a challenging economy, it will also be vital for recruitment and HR teams to build a strong employer brand to attract the very best talent. So, what can HR teams do to ensure they boost their performance in 2017?
Know where your talent comes from
While policymakers continue to iron out the details of Brexit, one thing is clear – HR teams need to understand where their talent comes from to know how they could be affected in 2017. Start mapping where your hires come from, and you might be surprised to find how far your reach extends.
If Brexit brings with it restrictions on British organisations’ access to EU talent, HR teams will need to know what their most viable alternatives are. The US and Australia – as the biggest suppliers of talent to the UK after the EU – are good places to start.
Join forces with marketing
Our latest research shows that employer brand is becoming increasingly important to the UK’s business leaders. But only 17 per cent of recruitment teams surveyed are planning to work with their organisation’s marketing department on employer brand activity over the next 12 months.
When it comes to letting people know why you’re a great place to work, two heads are always better than one. While HR teams understand what makes existing employees and prospects tick, marketing will know how to communicate your unique selling points effectively, and reach the right audience when doing so. With a new year on the horizon, this is the perfect time to refresh how HR and marketing work together – and make sure you’re pooling skills and experience to attract the best candidates.
Embrace social media
Social media has made it easy for potential candidates to get insight into your organisation before they register an application, and HR teams have a role to play in making sure that your employer brand shines through on your social channels.
Company culture rates highly when a candidate weighs up the pros and cons of taking on a new role. By using social media to showcase what makes your business special, you can turn prospects into brand ambassadors before they even walk through the door.
For example, technology firm SAP has launched a weekly ‘Life at SAP’ cartoon on their Facebook and Instagram channels, resulting in a dramatic increase in engagement with their brand, and showing prospects why it’s a great place to work in a playful and memorable way.
As HR teams start planning for 2017, it will be important to consider ways of using social media to make your employer brand feel authentic and showcase your culture.
Dan Dackombe is director of talent solutions at LinkedIn