Tena Lyons , VP & Global Head of Solutions Marketing , AMS
Hourly workers are now hailed as essential workers – requiring attention , trust and empathy from their job search . But does your recruitment process stand up to the task ? Tena Lyons , VP and Global Head of Solutions Marketing at AMS , explains how to ensure your candidate experience delivers .
The level of accelerated change this year has been much
greater than anticipated . While some organisations shuttered their doors , others found themselves figuring out how to support unanticipated growth or new business models entirely ( hello Amazon delivery and drive-up wine orders ). In many industries , grappling with uncertainty meant dialling their workforce up and down at a moment ’ s notice . Seemingly , all roads led back to people – the driving force that kept the lights on .
Among the most impacted organisations were those heavily dependent on hourly workers . As airlines and hotels saw business rapidly shrink , restaurants dealt with closing and re-opening , and then closing again . As HR and operations teams scrambled to adjust and comply , they found themselves with a growing concern : employee safety and general wellbeing . There was no playbook to turn to for advice ; we had never dealt with employee or customer safety to this extent . We deemed hourly employees ‘ essential workers ’, which meant – with fatigue and stress at an all-time high – they pushed their safety concerns aside and clocked in to deliver groceries , stock shelves and run the cash register .
Our recent eBook The Hourly Hiring Guidebook , produced with TalentCulture , explored the reality of COVID-19 for hourly workers . It ’ s estimated that some 40 million US employees were laid off during the initial shockwaves of the pandemic , and in the month of June ( 2020 ) alone , 10.6 million workers temporarily lost their jobs . Employee sentiment began to shift : while 78 % of those whose families experienced a COVID-related layoff originally believed they would be able to return to their hourly job , nearly half ( 47 %) now believe their job is gone forever , according to a recent study released by the Associated Press , stating : “ The hourly workforces will not only experience a surge in hiring as the economy regroups and businesses reopen and expand , but also a shifting of skills and qualifications as candidates look for new roles .”
Today ’ s job seekers want more security , care and peace of mind . Empathy is your secret weapon
When these same essential workers look for a new job , they ’ re met with ambiguity . While hourly workers comprise the majority of the paid workforce , we often reserve a curated experience for salaried hiring . But now , the needs and expectations of the hourly worker are shifting ; for many , finding an employer they can count on amid uncertainty is just as important as collecting a paycheck . From that very first interaction with a job seeker , employers will need to make an impression and compete for talent differently .
As a talent acquisition professional , you ’ re going to find yourself looking for new ways to compete for qualified workers in the year ahead – and here is your secret weapon : empathy . Today ’ s job seekers want more security , care and peace of mind – and by delivering , you may solve a piece of the retention puzzle , too . But , if you don ’ t treat them right during the job search , there ’ s a good chance you won ’ t do so when they are working for you .
While we navigate the changing landscape of the pandemic , firms will likely be delving into hiring programmes at the same time , sharpening demand and competition for the same hourly employees . Showing greater care and respect to your job seekers can start with a few simple tweaks to your candidate experience .
Value candidates ’ time
For decades , we ’ ve asked applicants to jump through hoops – entering data multiple times , uploading irrelevant documents and waiting weeks to hear back . Many hourly job seekers are going through this with multiple opportunities at once . It ’ s exhausting , inefficient , and lacks respect for their time . For many hourly roles , consider the roadblock you create by requiring an email or CV for a job where it doesn ’ t impact the hiring decision .
TIP :
Create an engaging and frictionless experience , mobilefirst for convenience , that provides a sense of respect for the hourly job seeker from that very first interaction . Treat hourly workers like the essential part of your business that they are .
Show concern for longevity
In managing the applicant tidal wave , hiring managers are often forced to ‘ just fill the role ’ – they have shifts that need people , fast . What we sometimes lose sight of is helping that hourly candidate find the role for which they are best suited , rather than the easiest fit . Engaging a job seeker to consider where they fit , and how you can best apply their skills to the right role , draws a clear picture of value and care .
TIP :
Often reserved for salaried or technical positions , assessments can play a powerful role in hourly hiring . Served up early in the process , they show candidates you ’ re invested in their success and don ’ t see them as just headcount – they can also pay dividends when it comes to retention and career mobility .
Keep candidates informed
One of the biggest complaints for any job seeker is not knowing where they stand , leaving them feeling neglected . This ranges from simple questions about expectations or required uniforms , to updates on their application status or knowing whether they ’ ll progress to an interview . When candidates go days or weeks without communication , it creates stress and uncertainty . Responsiveness creates a sense of mutual respect that not only keeps excited candidates engaged , it can also increase trust and loyalty .
TIP :
Consider how automation can create a streamlined and responsive hiring experience that enables your recruiters and hiring managers to get back to the human part of their job working with candidates . Adopting more communication and feedback checkpoints in the process – whether automated or in person – indicates a culture of empathy and regard for employees .
A hiring environment that leaves a candidate feeling treated with dignity and respect will go a long way – and help turn your brand into the company people want to work for Meghan M . Biro , TalentCulture