JOB MARKET: Where Did Everybody Go?

In this post-pandemic era, recruiters and candidates are playing a more aggressive game of hide and seek. Candidates are more difficult to find due to a variety of market realities. And there is even more pressure on talent acquisition professionals to find that needle in a haystack.

Let’s take a look at some valuable numbers and information that you could be monitoring to keep your finger on the pulse of a market’s “recruitability.”

Your talent market could be shrinking due to cost of living.

Markets where costs, taxes, etc. are out of control have seen an exodus of talent moving out for greener (like in more money for you) pastures.  Residents in the states below are rushing to more affordable states – most of which are located in the south and the central time zone.

Most Expensive States to Live in 2022

1                 Hawaii

2                 Washington DC

3                 New York

4                 California

5                 Massachusetts

6                 Oregon

7                 Alaska

8                 Maryland

9                 Connecticut

10              Rhode Island

Your talent market could be shrinking due to employee participation.

Take a look at your state’s labor participation rate. This represents the number of people in the labor force as a percentage of the civilian noninstitutional population. In other words, the participation rate is the percentage of the population that is either working or actively looking for work.

That number has fallen nationally in recent years meaning that a smaller part of the workforce is holding or seeking employment.  Look at some of the states with the lowest rates. Remember that some states may be more highly affected by the number of retirees.

Participation Rate

West Virginia      55.2
Mississippi           55.3
New Mexico       56.5
Arkansas              56.8
South Carolina   57.0

Your talent market could be shrinking due to lower productivity.

The Bureau of Labor Statistics says this about productivity, “With growth in productivity, an economy is able to produce—and consume—increasingly more goods and services for the same amount of work.” Simply said, lower productivity requires a larger workforce to produce the same amount of goods and services.

Feeding a drop in productivity are those who are allegedly engaging in “quiet quitting.”  That means the employee slowly reduces their engagement, eventually doing only the minimum work required by the job description. I’m not sure how true this supposed trend is but an annual Gallup poll shows engagement going down and disengagement trending upward in recent years.

Here are some markets where productivity has dropped from 2020 to 2021.

States with the steepest drop in productivity

Alaska                  – 3.0%
Wyoming             – 2.9%
Rhode Island      – 0.8%
Hawaii                  – 0.8%
Delaware             – 0.7%
Florida                 – 0.5%

Want to discuss the “recruitability” of your marketplace in greater depth? Let’s talk. Call your SCG representative.

Energize your Recruitment Efforts

As a woman of a certain age, I’m actively working to slow aging and stay physically fit, looking forward to an active retirement.

A good friend convinced me to join Orangetheory Fitness (OTF). OTF works for me because I get bored easily and no two workouts are quite the same. Our coaches push us through a mix of treadmill, rower and weight floor activities that build strength and endurance.  I often sing, dance and joke through a workout. Today wasn’t one of those days. We ran hills (treadmill elevation) and I was doing okay. No speed records but getting it done. Then the weight floor did me in. As coaches swung by to offer advice and adjust my form, I struggled with arm work using light weights and was left frustrated and discouraged.

A lot of my talent acquisition friends are feeling the same way about Recruiting. They do the work, modify their form and if they are lucky enough to get applications, the candidates ghost the process or don’t make it through, all while employees are leaving out the back door.

There are NOW HIRING signs everywhere you look. So why is recruiting so difficult?

High Intensity Interval Training (HIIT) allows you to get results faster than working out at a steady moderate pace. We all need to work smarter rather than harder. Progress comes when you push yourself.

  • Are you posting and praying that candidates will see the ad and apply, or actively sourcing?
  • Are you crafting your message and strategy from the perspective of the target audience? You have to understand your target and speak their language.
  • Are you giving them a reason that they should consider working for you? I passed several billboards recently that said JOIN OUR TEAM! and WE’RE HIRING. That’s it. No reason why I should work for that employer? What do you have to offer that another employer doesn’t?
  • Are you creating brand ambassadors within your current employee population by using testimonial videos, social media sharing, and a culture that they want to brag about?
  • Are you taking your message to the candidates in their day-to-day life with Mobile Display Ads, Streaming TV, branded coffee sleeves, text messaging, Pizza Box ads, and more….
  • Are you actively retaining your current employees?

If you didn’t answer yes to every question, you have some work to do. I’d love to help you fill in the gaps and I’d be happy to share an OTF class pass so you can build the strength to continue pushing through. I will be back at it, starting fresh, next week and will running the annual Atlanta Mission 5k tomorrow.

recruiters marketers

In 2018, recruiters need to act like marketers. Oh, really?

recruitment marketingAt the beginning of each year the recruitment pundits make their predictions as to the trends that will take place in the coming year. They are hoping to give recruiters a head-start in preparing and implementing new strategies. For the most part they are all interesting and informative.

Of course, in a recruitment marketplace that is showing great job growth (January-March had the strongest average monthly job growth since 1997) and extremely low unemployment (January-March holding at 4.1%), successful talent acquisition becomes a much more daunting task. Recruiters are looking for anything that will provide the edge they need. (For more information on why the market is tightening click here.)

In trying to digest all of the suggestions, I noticed that a great number of them were saying that in 2018 recruiters need to be marketers. Hmm. Good and very pertinent suggestion; but shouldn’t talent acquisition professionals always act like marketers?

The objective of a professional talent acquisition team is to identify, attract and onboard talent that will enable the company to meet and even exceed their goals. They strive to put together strategies that will bring the best and brightest to their team. That requires constantly selling the company and continually building the employer brand by consistently repeating the employee value proposition (EVP) – what the employee receives in return for the expertise brought to the table. That is certainly no different than a marketer approaches building their brand.

Below are some things that as a recruitment marketer you can be concentrating on:

Build a consistent employer brand
This will make the candidates predisposed to applying.

Gather market intelligence
This will help you to know your competition and where you can find your next superstar.

Put your advantages front and center in copy
This will help to attract more individuals from which to choose.

Choose your media wisely
There are so many channels out there they can be confusing or the perfect targeting tools.  But it takes homework.

Don’t stop
No matter the job market’s supply and demand, always think like a marketer.

Of course, it would help to have a partner in your recruitment efforts with experience in recruitment and marketing such as an agency full of talent like SCG.  At SCG, in our daily practice we use the Peso model (Paid, earned, shared and owned media) specifically designed for HR, shown below, as the center of our strategic planning to help you achieve your goals.  Contact the SCG location nearest to you.

HR Peso Model

recruitment Peso model