Economic
growth is advancing at different rates in various European countries, but all
the markets have one thing in common. Way of working and expectations of
working life are changing so rapidly that it is best to provide for the future
now.
The
recruitment market is being shaken by a number of pressures and trends. The
concept of work and ways of working are changing dramatically, and there is
intense rivalry for competent staff. At the same time there are jobseekers
whose education or competence will not meet the needs of the market.
Finding
competent staff is already a problem in a number of trades. In the Czech
Republic, for example, the shortage of competent staff is estimated to be about
500,000 people in the next ten years. And in Slovakia, more than 103,800 job advertisements were published from January to
May in the Profesia.sk service owned by Alma Media – an increase of nearly 25
percent to previous year.
“Rivalry
over competent staff is becoming more intense. In addition to recruitment
channels and messages, employers should now study the necessary job
performances as wholes and think of ways to share and perform work,” says Marja Pylkkänen from Alma Career Oy.
One of
the most significant matters in the tightening competition is the organisation
of work. Milan Jasny from
LMC, the local company in the Czech Republic, says that as many as 60 percent
of employees expect flexibility from their employers in matters such as working
hours. Yet only ten percent of companies advertising openings
offer flexibility in their recruitment.
The same
trend is apparent in Finland as well.
“Companies
should think what tasks they absolutely want to perform themselves. Would it be
possible to divide work into smaller wholes, purchase services, outsource or
have it done completely outside the company?” Pylkkänen asks.
The concepts
of working hours and workplace need to be shaken.
“For a
company specialising in knowledge work, what does it matter where the work is
physically done? In the United States companies are aware of this, which is why
they are now interested in European competence,” Pylkkänen says.
“Due to
competition and rapid employee turnover, companies are forced to develop their
working environments and offer new benefits for their staff,” says Managing
Director Ivana Molnárová of
Profesia. Poland, Slovakia and the Czech Republic are examples of growing
markets where the rivalry over good employees is intense. Many companies have
tried out new methods to find the best staff. Flexibility or training offered
to employees can be efficient competitive tools. What is more, through training
the company will get more competence and grateful employees.
“The best
way to meet the future needs for competence and recruitment is to actively
follow the development of labour market, train existing staff in a proactive
manner and collaborate with schools and universities,” Pylkkänen says.
By diving
work into smaller wholes companies can also employ valuable and competent
people, such as experienced workers in their 50s or 60s or parents of young
children who wish to work part-time.
In the Czech Republic, the working conditions and
equality of women working in the retail trade are being studied in a research
project called Women behind the Counter. The project also surveys the role
and job opportunities of immigrant workers. The research project is led by Multicultural Centre Prague, and results
are expected by the end of this year. The purpose of the research project is to
find tools to increase the availability of labour in an ethically sustainable
way.
Recruitment
becoming employee-oriented
Lack of
competent people will also mean major changes for recruitment. How existing
employees talk about their employer, for example, will be all the more important.
They can well be the best possible recruiters of the company.
“You should
encourage your staff to talk about their jobs and recommend their employer in
social media and various occasions,” Marja Pylkkänen says.
“Your
existing employees usually have wide networks of colleagues who can form
excellent target groups for recruitment. Occasions such as trade fairs and
seminars will provide recruitment opportunities, and you should create your
recruitment messages with your employees well in advance”, she adds.
According to
a research conducted by LinkedIn and TNS Research, people usually want to
recommend their employers when they trust the management, feel valued and agree
with the company values, such as responsibility. It was also discovered that
one of the most significant factors leading to recommendations was a
distinguished brand and its successful communication to the employees.
Recruitment
can also be boosted by using data produced by online recruitment services and
company HR systems. These data can help to analyse employees’ choices and
identify things that matter to them. What was it that finally made them choose
the job, what made the applicant choose another employer, what has kept the
existing staff in the company? By studying these factors, a company can find
new strengths that can be exploited in future recruitments.
Date: June 3, 2016
Theme: Alma Today
Text: Johanna Hytönen
Photos: Ville Rinne, LMC, Profesia, iStock
