Analytics and candidate engagement key in 2019
On Tuesday 27th November, Recruitment International attended Volcanic Erupt at the Eight Club in London. The event was an opportunity for clients and potential customers to find out what Volcanic had been doing in 2018 to improve its offering, and its plans for the year ahead.
The event began with Volcanic’s Neil Pickstone and Alison Dwyer giving attendees ‘a year in review’ and considering the impact of the digital economy. Something they emphasised was the need for people to talk more, both in their companies and with the wider industry; sharing will enable companies to improve. GDPR has been one of the larger focuses for Volcanic, it took the equivalent of six months’ worth of work to prepare for GDPR, and event today there is still no clarity. Volcanic achieved ISO 27001 during the year to highlight its commitment to security, which it says underpins everything the company does. Recent research by Bullhorn’s 2018 market trends report found that 41% of clients was increased candidate acquisition, 36% want to drive top-line growth and 49% want increased profitability.
Volcanic’s new talent acquisition platform will help with this, matching client needs with the information you have. The company is also working on making its platform more intuitive and it is also prepared for Google for Jobs. As the recruitment market continues to change, Volcanic wants to support clients with more profit and less costs; Dwyer and Pickstone stressed that the company was improving to support its clients’ growth. Volcanic is also working on an integration centre for smart data exchange and has hired a data analyst to analyse the company’s own data. This looks at things such as location and hiring difficulty, and also the salary differences depending on a person’s starting month. Pickstone and Dwyer shared that their customers can use this data to help them; it’s all about being collegiate.
Google For Jobs
Giles Guest, director at Enhance Media, then spoke to attendees about Google for Jobs. He described it as Google’s entrance into the jobs market, where it is effectively launching a job board. This could be a very good thing for employers, but currently they’re quite cautious about using the platform. The introduction of Google for Jobs emphasises the importance of well written job ads. There are two stages when it comes to working with Google for Jobs: Being compatible and being optimised. Working with the platform involves complying with 23 specific markers. Guest emphasised that its introduction is an opportunity for good recruiters.
Following a networking break, Rob Wilde, CEO of Volcanic, and Ken Brotherston, managing director of TALiNT Partners, discussed the digital space and the candidate experience. Brotherston began by asking Wilde what the biggest changes have been in the digital space over the past five years. Wilde shared that candidates now have a very transactional approach to the job search process; they want to be able to go onto a careers page and apply. The candidate experience starts as soon as they land on a recruiter’s website or social media platform. Wilde was asked about the omni-channel experience, which he said currently, recruiters aren’t providing. An alternative to multichannel (which is very project based), omni-channel is allowing customers to demand a better experience where a business is built out of layers and everything is reusable and connected. Recruiters should be using omni-channel to pull together all the information they have on a candidate and should be asking, ‘what data can I get from a candidate before or when they land on the jobs page?’.
Improving the candidate experience
There are currently big budgets in place to improve the experience for candidates, and websites should be picking up when they visit a page several times and may be interested in a job. For Volcanic, one of its biggest worries internally is building a strong culture as it continues to grow. Over the next year, the company will be introducing a suite of new services that are all connected to its website offering. These changes can all be expected in the first quarter of 2019 and should solve many of the issues currently facing recruiters.
The Q&A was followed by a panel session with Harrington Starr’s global marketing director, Scott Richardson, Matt Whiteley, CTO of Volcanic, Alison Dwyer and Ken Brotherston. Discussing the company’s decision to use Volcanic as its website provider, Richardson highlighted its good pricing structure and the analytics side. Whitley added that when it comes to designing a new website, it needs to be easy enough for anyone to be able to work with is. Dwyer emphasised this, stressing the importance of it being user friendly and accessible for all.
Richardson shared that when working with your website provider, you shouldn’t be afraid to ask questions when preparing to launch. Dwyer explained that it is all about finding the solution that is right for you. Reflecting on the journey so far with Volcanic, Richardson shared that the company is seeing more website traffic than before. Looking to the year ahead, Dwyer and Brotherston both shared that they believe marketing will be even more important than ever before. Richardson suggested we should look forward to the rocky road ahead while Whiteley is excited about new technologies that haven’t even been started yet.
Following the event, attendees were able to continue networking over canapés and drinks.
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