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Overview
Introduction
The Recruitment in 2019 study was carried out in the second half of 2008. It provides a number of predictions on where the recruitment market is likely to evolve over the next decade. These predictions are based on areas of broad consensus across a panel comprised of recruitment media and technology business owners, academics with expertise in the labour market, HR professionals, members of the recruitment consultancy industry, and specialist recruitment market commentators, as well as specialists in general web technology and futurology.
The economy
Some of the predictions made in this study are heavily dependent on the state of the economy in 2019 particularly where they relate to the balance of power between candidates and recruiters. The current global financial crisis, however, has made trying to forecast economic conditions unfeasible, and we have had to make the (potentially massive) assumption that we will have returned to economic normality by 2019.
Recruitment technology will be used routinely by all types of recruiters, but companies will
become increasingly aware of its limits
The number of organisations utilising recruitment technology will continue to expand through to 2019, a change driven by increased expectations from candidates, the growth in technology supporting new recruitment channels and growing technological confidence amongst recruiters. However, there will no longer be a drive to increasingly automate all parts of the recruitment process rather, in many areas there will be a backlash against this for reasons of recruitment effectiveness, diversity of candidate reach and employer brand implications.
Our approach
The Recruitment in 2019 study, carried out in the Autumn of 2008, is a look at some of the key areas in which the recruitment market may evolve over the next decade. The study was based on the views of a panel comprised of a range of experts in the field of recruitment covering media and technology business owners, academics with expertise in the labour market, HR professionals, members of the recruitment consultancy industry, and other specialists in the recruitment arena. Our aim in carrying out this study was to build a collaborative picture of how the recruitment market may look in a decades time. We adopted a methodology loosely based on the Delphi approach. The study comprised three stages, and was carried out entirely online. The findings from each stage were used to shape the questioning in the subsequent stage. The first stage of the study looked at the potential recruitment environment in 2019. Participants were provided with a series of predictions made by organisations ranging from the Chartered Institute of Management and the Treasury to the Wall Street Journal and Personnel Today. These predictions covered a wide range of areas directly relevant to the recruitment market including the composition of the labour force, the economic climate, new technologies and attitudes towards them, the nature of work, recruitment channels, and the internationalisation of labour. Participants were asked to rate how likely they thought these predictions were to occur, as well as the level of impact they would have on recruitment in 2019 if they turned out to be true together with their own thoughts relating to each prediction area. The second stage of the study looked at how key developments identified in stage one may have affected by 2019 some of the main players in the recruitment market: HR professionals, recruitment agencies, recruitment media, recruitment technology providers, and the candidates themselves. Participants were provided with two different statements outlining different futures for these players. They were asked which they considered most realistic and their reasons why this was so. For the final stage, participants were asked to identify key areas where they believed their own ideas of change were at variance with what they see as the perceived wisdom amongst recruitment industry experts. This variance was in terms of both where they believed a specific area of change was overhyped and where they believed most informed commentators are failing to appreciate an area of change seen as significant by the participant. The findings from these three stages have been collated to produce this report. Pulling together participants responses across all stages, we have identified a range of key areas where there appeared to be significant consensus on the direction of change by 2019. These key prediction themes form the basis for this report.
The increasing diversity of the UK needs to be considered in future strategies. The old model... will have to adapt to reflect the changing structure of society and the individual modus operandi of employees. Flexibility is key.
This, through the generation effect, is probably the most significant change to future working life and it has the potential to create a generational divide in terms of the utility of communications technology.
So far employers have not grasped the fact that they need to do different things in order to attract and retain older workers and in some cases to attract and retain women.
Once Gen Y and Gen X, to some extent, realise how in-demand they are on a global basis, I believe many of the norms in employment will be redefined around their aspirations.
To address this, there needs to be more emphasis on segmenting the workforce in terms of their needs for rewards, working patterns etc, so that employers can offer packages that are attractive to everyone
People will continue to be more demanding about how they work, e.g. flexible working, and companies will have less power in this than now.
Companies would lose out on significant talent if they only considered what was pushed under their nose (he who shouts loudest etc).
Individuals are beginning to realise the importance of their digital footprint for their reputation. I would suspect not only a backlash in this area but the rise of consultancies helping people to manage their digital reputation.
I think this is really important recruiters need to be confident that they are reaching the whole labour market, regardless of class, generation etc.
This presumes the current generation in turn wont be old and out of touch with what replaces the internet. The grid at 10,000 times faster will spawn new experiences which might be as alien to those 30s in 2019 as the iPod is to octogenarians today.
National brands and their reputations will become more and more significant... This level of brand engagement is essential to allow competition for the highest quality recruits and needs to be recognised within corporate strategy as intrinsically linked to the maintenance of organisational HR assets and culture.
People need to feel valued, whether outsourced or contingency workers or not. They need to feel part of a greater goal, sense of purpose and have a clear direction of what part they play. They want to be valued for their contribution no matter how short term. The best outsourcing work is achieved when the Business Process Outsourcing employees feel part of the overall team/purpose than merely those of the BPO.
Prediction #2
The primary source of the shifting balance of power will be the war for talent, driven by demographic changes taking place in the market, coupled with increasing awareness of gaps in the availability of sought-after skills. Although the effects of this will vary across markets and target skill sets talent shortages, in terms of both hard technical skills and softer skills, will become increasingly apparent and recruiters will be pressured to raise their game across the board to reach out to the best candidates.
Candidates will have increasing power as talent shortages become increasingly apparent over the next decade
Increasing flexibility
Secondly, and linked to this, is likely to be the extent to which the candidate market will be increasingly accustomed to the concept of flexibility in working practices, remuneration packages and career paths entrenched in many areas by legislative changes. This will be both a result of a shift in power towards candidates and a self-generating source of further shifts in power. Although by no means universal in its application, this will serve to create a general climate in which expectations are set by the behaviour of the most competitive employers, who are willing to offer the most attractive range of recruitment packages. The concept of a one-size-fits-all employment offer in which only salary is open to variation, will increasingly be eclipsed by a pic n mix approach, with the candidate in a far stronger position than at present to determine the precise nature of their own package.
The consumption of and speed of access to online processes is entirely in the control of consumers and this shift is destined to continue. There is a potential for a road crash if processes do not consider carefully the linkage between the left hand of consumer need states and the right hand of recruiting targets.
People will continue to be more demanding about how they work, e.g. flexible working, and companies will have less power in this than now.
[There may be a] backlash around the human element of feeling uncomfortable about this and increased legislation around privacy would be brought to manage that discomfort so whilst the information may be available recruiters may be unable to use it effectively.
Although I agree the availability of such information will exist (and is useful) the ability to actually use it will be severely restricted (or use with risk!).
On the candidate side, although there will be tools available for the most sophisticated candidates to market themselves, the impetus to adopt these new approaches such as e-CVs and multi-media profiles will be muted. With the emphasis for recruiters being on appealing right across the fragmented candidate pool, such developments will not become mainstream. It would appear that in 2019, candidates may essentially still be sending in good, old fashioned CVs much as they do in 2008 with use of the full range of tools on offer remaining a minority pursuit .
As for building multimedia profiles... I think that while we can, the advent and development of technology in recruitment is all about streamlining the process and making it more efficient. Including video/audio etc may not result in this often it will have the opposite effect.
On the recruiter side, the situation could not be more different. The demands placed on them by the fragmented market, the opportunities opened up by the development of new recruitment channels and the increasing sophistication of the employer brand will see a dramatic evolution of employment communications from the perspective of the recruiter. At the brand and communications planning stage we will see recruitment communications approached more and more in the same way as consumer marketing is approached, with increasingly sophisticated market research, segmentation and testing widely employed. This will be necessary to ensure that core brand messages work to their best effect across disparate audience groups.
Recruiters will identify the passive job seeker long before he or she applies. They will track his interest and maintain a lighttouch relationship, keeping him up-to-date on company news. Their sensitive search engine will match him to jobs as they come up, and let him know theyre interested in his application. When he is ready for a change, he will log his interest with them and they will respond. This is more than a quick transaction, it is a relationship built up over time, based on mutual interest and understanding.
Recruiters
There needs to be more emphasis on segmenting the workforce in terms of their needs for rewards, working patterns etc. Employers will need to focus on creating an employer brand that is attractive to all, as many currently focus on the younger gen X or Y population.
Candidates
Prediction #3
Jobboards and publishers remain a key force but their hold on the market will be draining away
The recruitment media market will be in a state of flux by 2019, with the current dominant recruitment media model the publisher/jobboard besieged on all sides by the rise of new models. The principal theme of the recruitment media market over the past decade consolidation will very much be a thing of the past. The extent to which the publisher/jobboard will succumb to this will be determined by the relative strength of the forces driving and opposing the encroachment of new models.
between early adopters, non-adopters and resisters previously mentioned. With recruiters needing to appeal right across the spectrum of a fragmented candidate audience, the publisher/jobboard offers a tried and tested solution, which for both recruiters and candidates is well-established, easy to understand, easy to use, and which presents no privacy or ethical concerns. This will favour jobboards in general, but will specifically benefits jobboards with a print or recruitment consultancy element to their business.
Whilst we still have an active generation of people who have always, and will always want to read a newspaper/ magazine etc, then even print will not die. The media landscape will change, but just not as quickly as a number of people in online keep predicting
One primary block on the market decline of publisher/jobboards is the growing stretch
This point is really based on the diverse nature of your candidate audience. Not everyone is going to be an adopter when it comes to social media, or mobile channels.
Although the current technology is sufficient to move from E to M media I believe that people will not wish to use such media as means for seeking employment. The technological enhancements available with the jobboard will match the M opportunity but are easier to use. Significantly, [the jobboard] combines ease of use and confidentiality and overpowers [new mobile and social channels] in this respect, both of which are imperative (and will continue to be so).
An employers fear of doing something different will have gone as there will be a clear history of the positive brand impact early adopters achieve
Any job board/media worth its salt will have monitored the market trends, adapted its service delivery and product to react to the market usage.
I think the jobboard model still has some way to grow. Now established as a good idea and method of finding staff... I dont think that we should assume it will need to change greatly.
The advent of web 2.0 social marketing will be the first of many new stages of digital development, which gives consumers more control of their online activities. Platform merges between some of the communications monoliths (TV/radio) into the digital space will seriously shape consumer behaviour.
Technology will exist that will ultimately put the jobboard model out of the frame. This is likely to be anonymous systems which automatically match passive candidates and alert them to opportunities.
There is an assumption that users will always need to be provided with some form of vacancy consolidation platform. While this may be the case, I would suspect that the whole candidate/employer relationship, communication and interaction will be much more direct
Prediction #4
Recruitment technology is used routinely by all types of recruiters, but companies become increasingly aware of its limits
By 2019, we will be aware of the limits on how far recruitment technology can and should be applied within the recruitment process. This does not mean that the number of organisations using technology within their recruitment processes will be limited. On the contrary, it seems that diffusion of fairly advanced technology will be widespread across organisations of all sizes and types. This widened use will be driven by a number of factors including:
More organizations will become more proficient in using these new communications technologies
We will use alternate channels to communicate over the next ten years, presence computing, SKYPE, Virtual world interaction, immersive engagement software, holograms, automated avatars etc.
I think we will see more organisations using technology for recruitment as they are forced to do so by the fact that their target labour market expects it.
In addition, the substitution of technology for human involvement will increasingly be seen as a potential negative in terms of perceptions of the organisation at a time when the importance of brand is on the rise.
This concern over negative perceptions of the organisation created by the overapplication of technology will be reinforced by attitudes amongst key parts of the candidate audience. The need for recruiters to appeal to all parts of a fragmented candidate audience will act as further brake on the extent to which technology will be implemented.
In 2019, therefore, there will be pressure on all recruiters to get the technology basics right and those organisations that dont will suffer both from missed opportunities to streamline processes and from negative candidate perceptions. There will also be a wide range of new technological opportunities open to them in all areas of the recruitment process. However, strong as the temptation may be to adopt them, there will also be equally strong forces pushing in the opposite direction.
Organisations will have to accept and adopt the latest technologies where appropriate, whilst all the time being mindful of the wide candidate base who may not want to use the latest technology... Just because a new technology exists, and is right for some people, does not necessarily mean that it is right for all
Human beings will strongly resist a machine making judgements about them in particular if union power increases again (as it is currently threatening to do), there is a moral and ethical question that people will expect to be considered here!
I... suspect that there may be a backlash against the impersonalisation of services during the next ten years and people promoting their USP as the fact that they do provide a personal service.
As much as companies wish to totally automate the process of resourcing this will not be entirely possible. Technology will only enhance the process not take the place of it. At the relevant point, recruitment is all about judgement, which non-human decision making will never replace its never going to be intuitive enough.
Prediction #5
The recruitment consultancy model will enjoy renewed strength
A key theme of the past decade has been the concept of disintermediation the rise and accessibility of direct digital recruitment channels threatening the position of intermediaries such as recruitment consultancies. This has not happened and our study suggests that the next decade will, by and large, bury this concept. We will, rather, see a potential renaissance for intermediaries such as recruitment consultancies and also recruitment advertising agencies.
The increased diffusion of recruitment technology, coupled with an increased range of available recruitment channels and competence in their use by recruiters will boost the number of direct hires in less competitive candidate markets. These will be achieved by a displacement of hires from agencies unable to add value in competition with the direct approach. In addition to this, smaller agencies with lower levels of resource and those unable or unwilling to capitalise on the potential created by new technology and a fragmented candidate and media landscape will find it most difficult to make the most of the opportunities arising between now and 2019.
There will still be those who reject the adoption of new platforms and services, but these organisations will more likely struggle longer term.
I think the role of smaller agents will diminish the complexity of maintaining share of market in the digital space should not be underestimated.
Employer brands are becoming more important, (star) employees are more choosy about who they work for or who is on their CV this is as now whereas in the future this will become more prevalent as there is less talent to fight for. Employers look now for agencies to be an extension of their brand and to advertise their brand well, so why would this not be enhanced and expected in 10 years?
Whilst stronger brands fare well given the volume of direct applications from high calibre talent, less strong brands may still rely on the selling power of the RCs to source the talent they need.
The role of the specialist recruiter will likely be enhanced as the competition for scarce high level skills is sought throughout the world.
The successful online recruiting consultancies will be the ones who are able to replicate their current offline processes in the digital space.
Rec Cons will be able to use the channels to grow their strength, define their proposition and value-add services better and hopefully provide a better experience for their candidate base directly reflecting well on their clients.
Recruitment advertising agencies have HAD to adapt to service our clients differently moving away from a simple commissionbased model to more of a consultancy/servicebased model. With the advent of further new technologies, new platforms and new working practices, rec ad agencies will have to diversify further and offer expertise and insight into how these platforms/technologies can be best used for clients specific needs.
Prediction #6
Fragmentation
One of the key sources of significant challenges for HR will be the increasing fragmentation in all areas of the recruitment market covered at length in this study. The increase in the range of potential recruitment channels available will generate significant media choice issues. Increased diversity of the recruitment pool and increased flexibility of employment packages will generate the need for HR professionals to build the level of knowledge and ethos traditionally found within consumer marketing functions. The increasingly modular nature of organisations, encompassing remote workers and outsourced operations will add to this complexity.
They will need to understand and identify the correct channels for their requirements. However, their reliance may not be on one or two products/platforms, as it often is now. Instead, they will need to identify more efficient, appropriate channels to reach specific audiences and make best use of these.
The freedom of the digital space is such that employees themselves have an important voice in social networks and monitoring this space is hugely complex given 400+ social networking environments with over 25m active UK users, this should not be underestimated.
HR strategy and digital strategies must strive to be more convergent; linked ultimately with corporate brand strategies. There is likely to be less space for parallel strategic planning and I believe more emphasis on integration
HRs role within the business will be much more important, as recruitment communications will be much more closely linked with the overall brand messaging and distinctions between an employer brand and a consumer brand will be less obvious.