If you follow tech industry news, you’re no doubt aware of ongoing layoffs at Google. Early this year, a New York Times reporter asked me to discuss the toll this is taking on the company’s culture. That was in January, after 1000 additional positions had been cut, and CEO Sundar Pichai had confirmed that more would follow. However, Google continues to recruit for a variety of in-demand roles. And this isn’t the only employer trying to figure out how to hire new talent while simultaneously purging existing staff in today’s volatile business environment.
With so many organizations in the same boat, I hesitate to single out Google. But I have some history here. Years ago, I was a Google recruiter. I helped build a brilliant, enthusiastic workforce filled with people who were excited to grow along with the company.
Clearly, times have changed. I never imagined that someday I’d be talking with The New York Times about how waves of layoffs are badly tarnishing a once shiny employer brand. Major tech players like Google have a lot to worry about these days — including upcoming court battles that could change the internet as we know it.
But who’s minding the employer brand during these turbulent times? And how will this affect talent acquisition now and in the future?
Employer Brand Realities in Tough Times
Finding top talent is never easy. But when unexpected issues cause an organization to lose its brand bearings, sustaining a high quality workforce can be especially difficult. Sadly, many employers are walking this fine line these days. I get it…
Let’s say you’re a tech firm leader. You need to attract smart, energetic people who want to drive your innovative agenda forward. However, your company doesn’t have a big budget to pack on enticing hiring bonuses.
Nor can you fall back on promises like, “We’re a tech firm — that’s the gold standard among work cultures.” Those days are over. Layoffs aren’t the only reason why statements like that ring hollow. In recent years, the tech industry has been battling its share of conspicuous bro culture, with lawsuits and toxic repercussions.
What’s more, you probably won’t want to broadcast that your offices are great places to work, given the continued friction about remote, hybrid and on-site work models. In fact, leading with workspace messaging could actually spark concern.
And you certainly can’t promise that your company will stay on top, or out front … or even healthy. With constant disruption from new innovation and new players, last year’s big app can easily become next year’s old news. We live in an era of giant killers, and no one is immune. Just look at Apple and its autonomous cars.
So what can you do? Knowing how to hire top talent is one thing. But recruiters who want to stay ahead of the pack are digging into their employer brand and getting to work. We’ve reached a crossroads. You can take steps to improve your odds of hiring great talent, or hold back and watch others take those candidates from you. What steps make sense? Start here:
How to Hire Now: 4 Focal Points
1. Be Sensitive to Layoffs
These days, it’s possible that any job seeker you encounter has been laid off. In 2023, some 191,000 tech jobs were eliminated in the U.S., and cuts have continued throughout the first quarter of this year. So it’s wise to be considerate and open minded. This is a time when being laid off shouldn’t automatically be a strike against a candidate.
As to how many new job seekers are bouncing back from layoffs? ZipRecruiter found that 37% of tech employees who were laid off found a new role less than a month after starting a search, while another 42% landed a new position within 1-3 months. So also keep in mind that great talent isn’t likely to be standing by, just waiting for your call.
2. Give Your Hiring Team the Explanation They Need
If you’re a firm in the tech sector (or in any other industry) and you’ve recently had to lay off staff, assume it will directly affect your ability to hire others. While no one can ever guarantee that a new job is safe from layoffs, do your hiring managers a favor and provide them with a reasonable explanation they can share with candidates.
It’s better to be transparent. Glossing over the state of the company or your business unit is only likely to prompt more research and skepticism from candidates.
3. Improve Your Candidate Experience
I just wrote about this in my regular Forbes column, prompted in part by seeing some firms struggle to land the people they need. I was also inspired by a candid recruiter friend I know, who told me that #badhiringmanager has become a TikTok meme. Ouch.
So many companies are trying to find the magical formula for bringing great people onboard. Employers that have won Candidate Experience Awards (CandEs) tend to outperform their competitors because they use the best tools and never forget to be responsive and decent when communicating with candidates.
AI-powered recruiting tools now help organizations find better matches beyond rudimentary criteria. Also, many recruiting and hiring teams are using mobile text messaging to reach people and stay in touch. For frontline workers who may not have email, this is certainly the way to go. I recommend checking more insights in this article about recent CandE benchmark research.
4. Carefully Weigh Return-to-Office Policies
If you’re pushing for employees to return to the office, beware. You may be shooting yourself in the … cubicle. We see that onsite work mandates are backfiring. We see this reflected in higher turnover rates among firms that require it.
For instance, according to the Conference Board, voluntary turnover among fully onsite workers increased 26% in 2023. That’s twice the rate of fully remote workers, which increased 13%. It’s tough enough keeping remote workers onboard right now. So, do you really want to be a maverick here with onsite demands?
In August 2023, 76% of professional and knowledge workers had flexible schedules. Meanwhile, 71% of organizations with onsite work mandates reported difficulty retaining workers. Despite layoffs in some sectors, it’s still a buyer’s market for top talent, and news travels fast. So if you insist upon seeing buns in seats each day, don’t expect to get the cream of the crop.
A Parting Note on How to Hire Now
These are four very timely strategies that can directly influence your recruiting outcomes. I’m sure you can think of more. But the takeaway here is clear. All of us need to step back and look at what we’re offering with fresh eyes. How are we presenting our brand in the marketplace? Which tools are we leveraging? And does our brand truly reflect our values in how we attract, win, and onboard new talent?
As always in the modern world of work, it’s about how we harness innovation, as well as our own humanity. Or more simply put, be sophisticated and be smart. But also be real and be nice.
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