Potentialpark Study 2018 results
Published 21 March, 2018
Potentialpark releases its first Global Rankings, honoring the global employers with the best talent communication on the career website, online application, social media mix and mobile experience, across regions. The 79 employers included in the first Global Ranking were selected by the Potentialpark research experts and are representative of leading employers with global talent communication strategies. "We're thrilled to celebrate for the first time the global employers with the most Talent Friendly communication,” says Elisabeth Wicklin, CEO of Potentialpark, “These are the employers who understand what candidates want and adjust their career channels to what different markets need. The launch of our Global Ranking is also a natural next step for Potentialpark as talent communication doesn’t stop at borders and real global employers work with global strategies.”
The spot for the first Global winner goes to Allianz, whose communication strategies lead the global market with the latest developments in talent attraction. “We are very proud to see our channels ranking on top as it‘s our ambition to put candidates at the center of everything we do.” says Angelika Inglsperger, Group Head of People Attraction & Talent Management, Allianz. “The result motivates us to continue exploring new technologies in order to also offer surprising digital services to talent in the future.”
The Top 10 best employers in digital Talent Communication
Potentialpark Study Results 2018: There are many pathways to a job application - employers that don’t make it easy will miss great talent
Employers struggle to find the right talent in a timely manner, at reasonable cost. In this challenging climate companies need to reshape their recruitment processes and communication strategies.
Social Media: Facebook to stay and Instagram established
Most employers see the importance of a robust Social Media communication strategy, especially for talent attraction. The most common channel used globally (excl. China) by the evaluated employers is Facebook, where 78% employers are represented. It is also the most popular channel among candidates, with 85% of them actively using it. While Facebook is the most established channel, Instagram has gained importance on both sides: 68% of the candidates say they use it (+7% since 2017) and 57% of evaluated employers have adopted it in their recruiting and employer branding communication strategy (+7% since 2017). During the past two years, Instagram has developed from a channel for the most innovative employers to a standard.
Employers can’t afford to lose talent during the application process
Potentialpark’s latest study shows that the career website is still at the heart of the candidate experience. As many as 56% of candidates have decided not to apply after visiting an employer’s career website. Out of these candidates, 39% said that the poor quality or functionality of the website motivated their decision. The application itself can also be a hurdle that keeps talent from finding the right job. Applicants are often frustrated: Half of candidates (50%) have already given up an application at least once. Employers can’t afford to lose great talent during the application process. They need to make the application easy and fast - but also be more transparent about the recruitment process.
The new standard: The professionalization of HR Marketing
The Potentialpark 2018 study shows that the war for talent has become fiercer. The most talent friendly employers respond to candidates’ expectations by professionalizing their communication strategies to improve all interaction with talent. Employers who still haven’t recognized the importance of keeping up with the latest candidate habits and preferences will have a hard time to catch up with their competitors unless they act now.
About the study 2018
Potentialpark evaluates digital talent communication since 2002 based on the candidates expectations collected in a global survey sent to students and graduates.
Respondents: 37,700 responses from students and recent graduates in 30 countries.
Employers: Potentialpark evaluated 4263 digital career channels, including career websites, social media profiles, online applications, and mobile career sites, of 415 unique employers, 79 of which are included in the Global Ranking. The evaluation was made according to 317 criteria and their importance to the respondents.
Field period: September 2017 - December 2017
Contact: Barbara Schoell +46 84468 2920 barbara.schoell@potentialpark.com