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145Insights from the 2018 Global Candidate Preferences SurveySiri, Find Me A New JobWhy Employers Should Adopt a High Touch / High Tech Approach to Attracting CandidatesContents1 | Introduction pg 32 | The Emergence of Early Adopters pgs 4-53 | Social Media Ads Are Leading the Way pg 54 | The Right HR Tech for Each Market pgs 6-75 | Early HR Tech Adopters Submit More Applications pg 86 | Candidates Value the Human Connection pg 87 | The Best Blend pg 9-108 | Getting Help With Your Talent Strategy pg 119 | More About the Respondents pg 12Introduction 2 | As global workforce experts, ManpowerGroup finds work for more than two million people every year across 80 countries and territories, helping hundreds of thousands of companies attract, assess, develop and retain right-skilled workers. How and where do you look for jobs? Which technologies have you used? Which technologies do you prefer?“Hey, Siri, Im looking for a job.”“Alexa, share new job posts.”Siri, Find Me A New Job | 3Companies are facing an unprecedented scarcity of workers. The global talent shortage is at a 12-year high, with 45% of employers globally reporting difficulty finding the skills they need.1Qualified candidates are harder than ever to find, and employers are addressing this challenge by investing in a range of technology tools designed to help them prospect, screen and engage candidates. Yet, despite all the latest must-have technologies from automating job postings and chat bots, to using artificial intelligence (AI) to parse resumes key questions are often left unasked: What are the specific recruiting and hiring problems the organization is trying to solve? Which technologies do jobseekers prefer? What is the role of human interaction? Are technology investments enhancing the candidate experience?From clicking ads for jobs on social media to asking Siri2, Cortana3and Alexa4for help, candidates were clear: technology has the potential to provide a better experience, but it is no substitute for human interaction. Companies seeking to engage the right candidates need to combine high-tech with a high-touch approach.Introduction ages18,000candidates in the workforce18-65Candidates shared what matters most to them in the job-search processGLOBAL CANDIDATE PREFERENCES SURVEYWe asked nearlyacross24employment markets around the globeinfluentialMany employers want to be innovative but they are not sure what problem they are trying to solve with new HR technology. However, technology will not add value to the candidate experience without creative human beings who can harness the new tools to solve problems, optimize their usage and ensure ROI.Elizabeth Theodore, Managing Director, ManpowerGroup Solutions, North America1ManpowerGroup, Solving the Talent Shortage: Build, Buy, Borrow and Bridge manpowergroup/talent-shortage-2018 2Siriis a registered trademark of Apple Inc. 3Cortanais a registered trademark of Microsoft 4Alexais a registered trademark of Amazon, Inc.CANDIDATE: a job seeker currently in the workforce4 | Siri, Find Me A New JobBrazil has changed significantly in the last five years; there are now a significant number of tech start-ups and entrepreneurial efforts. Technology education has also increased. Candidates, particularly those in the large urban centers, are now very tech savvy. Danielle Alfieri, RPO Executive Manager, ManpowerGroup, BrazilGlobal Comparison: Early HR Tech Adopter Candidates by MarketJapanCanadaCzech RepublicParaguay/UruguayGermanyFrancePortugalSwedenAustraliaUnited KingdomNorwayPeruSpainCentral AmericaMexicoUnited StatesArgentinaItalyPolandSingaporeColombiaBrazilMalaysiaIndia31%22%18%13%13%12%12%11%11%11%11%11%11%10%10%10%9%8%8%7%7%5%5%3%11%Global AverageManpowerGroup Solutions has identified a new group of candidates known as Early HR Technology Adopters, those who have used at least three or more technologies in their job search during the past six months, including a smartphone app, social media advertisement, virtual job fair, text message to or from a company, video interview, employer website chat, game or skills challenge test, or voice search via a virtual assistant. This new group of candidates provides new insights into the rate of HR technology adoption and acts as a predictor of the specific technologies most desired in the marketplace.Early HR Tech Adopters are unique among candidates. They tend to be young, urban, highly mobile and students, evenly divided between males and females. Twenty-nine percent are Gen Z (ages 18-21) and 35% are Gen Y/Millennials (ages 22-34). Eighty-six percent of them are willing to move to a new city, region or country. For them, technology is largely viewed as an enabler of mobility.Eleven percent of candidates globally qualify as Early HR Tech Adopters, but their presence varies significantly by market. Candidates in India (31%), Malaysia (22%) and Brazil (18%) are two to three times more likely to be Early HR Tech Adopters. In contrast, most European countries are slightly below the average. Czech Republic (5%), Canada (5%) and Japan (3%) rank last when it comes to the percentage of Early HR Tech Adopters.The Emergence of Early Tech Adopters: A Small Yet Significant Group Siri, Find Me A New Job | 5Not all new HR technologies are created equal. Social media ads are further ahead on the adoption curve by candidates. While only 17% of global candidates have used a smartphone app to search or apply for a job and only 11% have participated in a virtual job fair, texted with a company or chatted on an employer website, 31% of candidates have clicked on a job-related social media ad. The high rate of engagement with social media ads suggests even passive candidates can be lured to click on targeted job advertisements even when they might not actively be looking for new employment.If Early HR Tech Adopters are the predictors of new tech behaviors among candidates, social media ads and smartphone apps will be the most utilized HR technologies in the future. Among Early HR Tech Adopters, job-related social media ads are twice as popular: 73% of them have clicked versus just 31% of average candidates. Three-and-a-half times more Early HR Tech Adopters use smartphone apps to search and apply for jobs (61% versus 17% global average). With so much time being spent on social media and its increasing usage as a platform for news and other information, it is not surprising that ads on social media have become a key new way of reaching candidates. Technologies such as site re-targeting (serving up ads based on a users browsing history) and contextual retargeting (serving ads based on online articles read) are making predictive algorithms more effective and efficient. Users now see more ads that fit their skills and interests. These technologies can also provide organizations with data and analytics that enable them to improve recruitment strategies.Matching the technology to the candidate is key. The bulk of junior-to mid-level roles are almost exclusively advertised through online media. That rarely occurs for senior-level positions which are mostly referrals or third-party recruitment.Sam Haggag, Director MSP they are born to technology. In 2018, candidates expect to use mobile apps to apply for jobs. It is a mature market for HR technology usage. Mohammad Kashif, Senior Marketing Executive, ManpowerGroup, MalaysiaDifferences by market are the result of several factors: the age of the workforce, the number of smartphone users and cultural norms. India and Brazil, home to the greatest percentages of Early HR Tech Adopters, have high smartphone penetration at over 300 million and 79 million smartphone users, respectively.5In contrast, Japan has 63 million smartphone users yet ranks last on HR technology adoption among the markets surveyed. Japanese candidates take a traditional approach to job searches, and the net result is a less disruptive role for technology. Indias and Malaysias youth culture drives interest in smartphones and new technologies that reimagine the job search process.Employers should assess the likely prevalence of early adopters for the talent pool they are looking to recruit from and adapt their strategy accordingly. Those looking to hire IT workers in Mexico, for example, will need to enhance the high-tech element of their approach, while blue collar workers in the Czech Republic will need a more high-touch strategy.The Right HR Tech for Each Market: Its ComplicatedTechnology usage varies significantly by market. Candidates perceive, think and behave differently given their cultural norms, geographies and job market conditions. 3%5%7%22%11%7%17%43%Central America*6%6%10%8%11%12%21%31%Spain7%7%15%14%17%14%20%44%Brazil6%8%9%7%8%7%21%22%United Kingdom 6%7%9%8%9%11%21%22%United States5%5%8%19%14%9%18%40%Mexico2%4%7%15%14%6%18%42%Peru4%9%11%23%14%6%15%42%Colombia4%5%10%11%12%12%15%42%Argentina3%5%8%19%14%9%18%40%Canada3%5%8%10%8%12%8%33%Portugal4%7%10%6%9%9%13%22%France6 | Siri, Find Me A New Job* The markets of Guatemala, Panama and Costa Rica were combined to ensure statistically significant sample sizes.6%10%10%8%9%12%12%23%Norway5%7%11%7%8%9%15%22%Sweden5%5%9%6%11%10%21%23%AustraliaAdvertisement on social media networksSmartphone app Text message to or from company Chat on employer websiteVirtual job fairVideo interviewGame or skills challenge test from employerVoice search using a virtual assistantCandidates Use of HR Technology5%7%9%11%11%11%17%31%Global4%6%9%12%8%21%22%32%Poland5%7%8%10%7%6%10%20%Germany3%3%3%3%4%5%13%10%Japan14%14%23%17%23%24%38%43%India7%7%11%6%10%21%20%31%Italy3%7%5%8%7%7%9%24%Czech Republic5%7%7%12%11%15%24%30%Singapore3%3%3%13%10%7%11%40%Paraguay/Uruguay8%10%14%21%17%17%24%43%MalaysiaSmartphone apps are more highly used in the United States, Australia, India, Poland and Malaysia. Ads on social media are more likely to be used in Argentina, Brazil, Colombia, India, Mexico, Peru, Central America, Malaysia and Paraguay/Uruguay. Text messaging with companies is popular in India, Italy, Malaysia and Poland. Indian candidates are twice as likely as the global average to use employer website chat and a game or skills test from an employer. Virtual job fairs are especially popular in Colombia, Central America and Malaysia where transportation may be challenging. European countries are more traditional in job search methods; they tend to be at or slightly above average in attending real job fairs or working with recruiters.Siri, Find Me A New Job | 78 | Siri, Find Me A New Job22%26%9%24%15%12%In-person interviewGeneral online searchAd on social mediaSmart-phone app14%7%5%5%Attending job fair7%3%6%3%5%3%Video interviewText message from companyVirtual job fairGame or skills test4%2%3%1%Voice search Chat on employer website5%3%Global Early HR Tech AdoptersJob Search Technology PreferencesCandidates Value the Human Connection Candidates everywhere still place high importance on human interaction and in-person interviews. When asked what technologies they preferred to use during the candidate experience, 26% of candidates selected high-touch in-person interviews as their number one preference. Even HR Early Tech Adopters agree. Human contact will always be an important part of the candidate experience. Yet attracting and retaining the right talent should not be a battle between human and robot. With the right skills mix, personal interaction will augment rather than compete with technology. In fact, with so much of the initial contact between candidates and employers becoming automated, the need for human interaction may only increase in importance. There are valuable non-verbal cues that both employers and candidates benefit from when meeting in person. While employers should find ways to convey company culture and employer brand with technology, there is no real substitute for seeing and feeling the connection (or the lack thereof) with a company and its culture.It is so convenient to apply through an app that a candidate can apply to seven or eight jobs within a few seconds even if the candidates experience is not relevant to that job.Juan Lizarraga, Director, ManpowerGroup, PeruClients know that a large quantity of applications does not ensure the quality of those applicants. Employers want to harness the power of mobile apps but convert them into qualified candidates.Victoria Bombas, RPO Solutions and Operations Director, ManpowerGroup Solutions, Europe?Technology Drives Increase in ApplicationsEmployers should be aware that the ease of applying through technology can open the door to a flood of applications. Early HR Tech Adopters apply for twice as many jobs as their counterparts 18.3 versus 9.9 jobs. This surge in applications increases the demand for back-end technologies that help HR executives and hiring managers prioritize the most qualified candidates. However, new General Data Protection Regulation (GDPR) rules in Europe may limit the role automated processing and screening can play, as candidates exercise new rights not to have hiring decisions based solely on automated processing. ?Siri, Find Me A New Job | 9Cost-benefit analysis for technologies can be more difficult in Latin America. Many of these technologies are U.S.-based and paid for in U.S. dollars. The exchange rate can play an important role in the rate of HR technology adoption by employers. Juan Lizarraga, Director, ManpowerGroup, PeruThe Best Blend: How to Select and Implement HR Technology While Siris role in the job search process may be increasing, she cannot provide both the high-touch and high-tech experience desired by candidates. Define the problemKnow your audienceDiversify channelsTurn quantity into qualityIncorporate human interactionHere are five steps employers should take to overcome the talent shortage through technology and improve the candidate experience:?1Define the problem Implementation of any new HR technology should solve an existing problem, not exist for its own sake. Is it a top priority to cultivate Millennial or Gen Z candidates? Improve the screening of applicants you are currently receiving? Engage passive candidates for senior positions? Or build employer brand with a candidate experience that is fun and reflects values and culture? Defining the problem is essential to measuring the solution. Once the talent problem is defined, technologies can be evaluated for their effectiveness and cost efficiency. Theoretically, technology is not biased. However, it is always important to look at the methodology it was built on. Technology is only as neutral as the bias of the individual who built the algorithm.Dominika Winograd, RPO Technology Solutions Manager ManpowerGroup Solutions, Poland2Know your audience Many HR executives are lured by the shiny object. If your company wants young, new talent, then invest in technolog
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