HRO Today December 2019 - 17

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technologies and data and analytics, platforms are
emerging that are simple and responsive for candidates
and the workforce. Being able to offer insights will
continue to drive demand for fluid, integrated systems. "
These systems will do more than just track employee
usage and performance. They will also enhance the
employee experience, leveraging artificial intelligence
and other cognitive technologies to improve the
interface between workers and employers. In particular,
chatbots and voice-based tools will gain prominence
as they saturate consumer markets, says Jeff Mike, vice
president and head of research ideation for Bersin™,
Deloitte Consulting LLP.
" Rather than keeping up with all the latest and greatest
technologies in the rapidly moving HR technology
ecosystem, we expect to see more organizations
building adaptability into their HR technology strategies
just like they are starting to do with their organizational
design, " Mike adds. " This will be noticeable in the
establishment of workplace platforms that manage the
interface with and between workers and allow for easy
testing and adoption of these new technologies as they
become available-all while managing costs. "
3. Job seekers desire authentic, transparent recruitment
communication. The expectation of an individualized
employee experience will also impact recruitment
approaches, enhancing the importance of branding to
attract talent. In fact, 75 percent of job seekers consider
an employer's brand before even applying for a job,
according to LinkedIn's Employer Brand Statistics.
" Companies will need to ensure that their messages
are clear and connect with candidates, " says Allison.
" Before, you could put up a 'now hiring' sign, but now,
candidates are digging around to find out if you are a
good company:
* Are you sustainable?
* Do you have career development?
* What is the culture like?
* Do you have a corporate responsibility program?
* Do you have diversity?
* What is your focus in regard to women in leadership?
These inquiries are challenging us to ensure that
recruitment communications and marketing are
accurately representing our company externally,
whether to customers or potential candidates. The
stories that our leaders tell about these topics all have
to be aligned. "
Because consumer brand has an impact on the way job
seekers perceive an employer, Nedelcoff emphasizes
that HR leaders need to ensure consistency between
their EVP and consumer-facing marketing strategies.
When an organization has a consistent employer and
customer culture, it builds authenticity which ultimately
creates a more fluid and transparent experience for
both new candidates and tenured employees.
But in addition to managing their branding efforts,
organizations will need to be mindful of the
conversations their employees and customers are having
online. Prospective employees are not just interested
in a mission statement-they look to the internet for
real examples of a company culture-so HR teams need
to keep a close eye on the way their employees and
customers are talking about their products and brand
on social media networks.
" There is this whole social conversation happening
about your company that you really can't control, "
Allison says. " Going forward, there will be much more
emphasis put on our communications team to ensure
that we are engaging with these conversations among
our associates and customers. Every minute of every day,
everyone has access to communications vehicles, and
the communications team will have to help us figure out
how to be a more effective part of that conversation. "
According to LinkedIn, organizations that are able to
successfully implement an online branding strategy will
see a number of bottom-line results:
* Twenty-eight percent reduction in turnover rates.
* Fifty percent reduction in cost-per-hire.
* Fifty percent more qualified candidates.
This will deliver a competitive advantage that is hard to
beat.
4. HR teams are becoming more agile and specialized. In
this transformative time, it is not enough for HR teams
to adopt some best practices and hope for results,
Mike says. Instead, he believes that an entirely new
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HRO Today December 2019

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