2024美国大选对招聘行业的深远影响，HR应如何应对？ How the US elections could affect recruiting随着2024年美国大选的临近，选举结果可能对招聘趋势产生重大影响。根据Appcast首席经济学家Andrew Flowers的分析，选民最关心的三大问题——经济（包括就业和股票市场）、移民和通胀（包括生活成本）——都与招聘紧密相关。移民政策影响招聘人员的可用人才库，而通胀和生活成本则影响薪酬和工资增长预期。
Flowers在2024年10月15日的网络研讨会上探讨了美国大选可能对2025年招聘战略产生的影响。他列举了四种可能的选举结果，并对每种情景的招聘影响进行分析。例如，Harris获胜的情况下，可能对劳动力需求、供应和工资影响较小，而共和党全面执政则可能导致劳动力供应减少，工资增长。
选举的结果对招聘市场将产生不同的影响，从关税、税收政策、移民政策到工资增长等多方面，招聘人员必须为多种可能性做好准备。Flowers指出，这次选举结果悬而未决，总统选举结果接近50-50，众议院和参议院的控制权也未定。
“总统选举结果极其接近，”Flowers强调道。“任何结果都有可能。”此外，无论哪个党派掌握众议院和参议院，都可能影响未来的招聘政策，招聘人员应关注候选人的关税政策、移民执法和税法变化。
他提出的四种情景包括：1. Harris胜选，国会分裂或由共和党掌控，可能对劳动力市场影响中立；2. 共和党胜选并控制国会，可能导致移民政策收紧，工资增长；3. Trump胜选并国会分裂，可能对工资和移民政策影响较小；4. 民主党全面执政可能有利于劳动力供应和工资增长。
Flowers总结道，他的分析旨在提供非党派的观点，招聘人员应密切关注选举结果对未来招聘战略的影响。
人们在选择候选人时认为最重要的三个问题——经济（包括就业和股市）、移民和通货膨胀（包括生活成本）——都与招聘密切相关。
例如，移民影响了人才库以及招聘人员能够招聘的对象，程序化招聘广告提供商Appcast的首席经济学家Andrew Flowers在一次网络广播中表示。另一个方面，通货膨胀和生活成本会影响薪酬和预期的工资增长。
Flowers的网络广播《美国大选如何影响2025年招聘策略》于10月15日举行，旨在提供对选举影响的非党派观点。
“无论哪位候选人当选，我们都处于一个高度通胀的环境，”他说，并补充道，选民似乎并不愿意削减支出。
Flowers强调，由于这次总统选举竞争非常激烈，招聘人员面临着严峻的形势。
“总统职位基本上是五五开，”他说。“选情非常接近……可能会朝任意一方倾斜。”
Flowers还指出，美国众议院和参议院的控制权也悬而未决。尽管预测人士认为参议院可能会从民主党翻转到共和党，但众议院的控制权将在11月选举中紧张角逐。
影响招聘的因素还包括候选人是否引入更多关税、他们对驱逐非法移民的政策以及2017年《减税和就业法》下的个人税率，这些税率将在2025年底到期。
Flowers提出了四种情景：
情景1：卡马拉·哈里斯获胜，而国会则可能分裂或由共和党控制两院。这个情景的概率为45%，Flowers表示，这对劳动力需求、供给和工资的影响将是中性的。关税和税收政策将保持现状，边境执法将仅有适度收紧。
情景2：共和党占据总统和国会两院的主导地位。这个情景的概率为30%。Flowers表示，这对劳动力需求的影响可能是中性的，潜在的关税可能会减缓经济增长，而可能的税收减免则可能促进增长。然而，可能的大规模驱逐移民的政策可能对劳动力供给产生负面影响。不过，由于通胀、财政、贸易和移民政策的影响，工资可能会上涨。
情景3：唐纳德·特朗普赢得总统大选，国会则可能分裂或由民主党控制两院。Flowers认为这种情况的可能性为20%。在这种情况下，潜在的关税可能会减缓经济增长，税收状况可能维持现状。劳动力供给的影响将是中性的，边境执法也将仅有适度收紧。通胀的财政和贸易政策可能对工资产生正面影响，导致工资上涨。
情景4：民主党占据总统和国会两院的主导地位。这个情景的概率仅为5%，Flowers表示，这对劳动力需求的影响将是中性的。然而，它可能对劳动力供给产生正面影响，移民政策将保持强劲，儿童保育政策也将得到实施。同时，随着劳动力权力的上升，结合通胀的财政政策，工资可能会上涨。
距离11月5日的选举还有三周，Flowers强调，他的分析旨在以非党派的角度审视事实，而不是支持某个特定的候选人或政党。
原文来自 https://www.staffingindustry.com/news/global-daily-news/how-the-us-elections-could-affect-recruiting
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2024年10月16日
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What is Employer Branding?
根据前亚马逊CEO杰夫·贝佐斯的说法，“你的品牌是当你不在房间里时人们对你的评价。”对我们这些在招聘领域的人来说，你的品牌是求职者和潜在候选人在线上阅读关于你的信息、在你的网站和社交媒体上看到的内容，以及从你现在的员工那里在Glassdoor等网站上听到的信息。
所有这些，还有更多，构成了你的雇主品牌。在这篇博客文章中，我们深入探讨了良好的雇主品牌战略的基本原理，并分享了如何将雇主品牌融入你的招聘工作的提示。
According to former Amazon CEO Jeff Bezos, “Your brand is what people say about you when you’re not in the room.” For those of us in the recruiting space, your brand is what job seekers and potential candidates read about you online, see on your website and social media, and hear about from your current employees on sites like Glassdoor.
All of this, and more, is what makes up your employer brand.
In this blog post, we dig into the fundamentals of a good employer branding strategy and share tips on how you can incorporate employer branding into your recruitment efforts.
Defining Employer Branding
Employer branding is the intentional management of an organization’s reputation and value proposition amongst current and prospective employees.
In other words, it refers to efforts made by members of an organization (most often, recruitment and talent acquisition teams) to cultivate a positive image of their company’s brand, both internally and externally. Having a strong employer brand increases your credibility with job seekers, reduces company turnover, and can dramatically reduce your cost-per-hire.
According to LinkedIn, among small to mid-size businesses, 72% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring.
Image via @HubSpot on Instagram
Their research also shows that having an employer branding strategy has an impact on their business’ bottom line, with a 50% reduced cost-per-hire, 50% more qualified job applicants, and a 28% reduced employee turnover.
Numbers don’t lie: employer branding can have a significant impact on your business’ overall reputation, as well as your entire recruitment funnel.
When job seekers can get a glimpse into what it’s like to work at your company, read reviews from current and past employees about their experiences, and see your brand’s initiative to share your culture outside of your business’ walls, they become attracted to your brand’s online presence. From there, it becomes that much easier for your recruiting team to engage those qualified job seekers, convert them into candidates, and, eventually, hire them into your organization.
Who’s Responsible for Employer Branding?
Employer branding, from an internal perspective, is culture, and culture is the responsibility of every leader and every employee within an organization.
It requires input and, ultimately, buy-in from everyone throughout the organization. When you have a culture that your entire company believes in, people outside of your company will start to believe in it too.
The implementation and execution of an employer branding strategy, however, remains largely the responsibility of the organization’s talent acquisition team.
Why?
Because talent acquisition and recruitment teams know their organization, and their ideal candidates, best.
As such, they play a major role in helping to shape, share, and maintain the message of their organization’s employer brand. It’s up to them to understand how their organization is viewed (both internally and externally), to create and circulate a positive identity with current employees and stakeholders, and to craft a strategy around communicating that employer brand identity outside the walls of the company.
This can be done in a few ways, from utilizing social media as a recruiting tool to elevating job descriptions to showcase company culture and perks, as well as engaging with reviews left on sites like Glassdoor. In some cases, like social media, it will make sense to team up with your organization’s marketing team to ensure that your messaging is aligned with theirs. By doing so, you‘ll be able to work together to achieve both teams’ goals.
Building an employer brand is no easy task – it requires research, testing, and optimization. But in the end, it can become a main driver of applications from candidates who are excited to work at your organization.
How to Build Employer Branding into the Recruiting Process
In many ways, your employer branding is the recruiting process. Candidates have the power to research your organization, look up reviews, and even talk to current employees – all without ever contacting a recruiter or clicking on a job posting.
When it comes to employer branding within the recruiting process, there are various moving pieces to pay close attention to, including:
Cultivating an employer brand presence on social media: Become a champion of your own company culture, and make sure that job seekers who research your brand’s social presence (pssst…a lot of them will!) get a clear, accurate picture of what it’s like to work at your company.
Improving and optimizing your corporate careers site: Despite the rise of social media, most candidates still visit a company’s corporate career site to learn more about their culture and the type of work they do, and to look for potential employment opportunities. Put your best foot forward with high-quality employee testimonial videos, office photography, and an accurate description of who your company is.
Responding to employee reviews: Our research has found that on average, a higher Glassdoor rating leads to an almost ~50% increase in application conversion rates. Replying to every employee review your organization has on Glassdoor, whether positive or negative, can have a massive impact on the likelihood that job seekers will see, click on, and apply to your jobs.
Ensuring a positive candidate experience: Word travels fast in the age of the Internet, and if a candidate has a poor experience during your hiring process, they’ll likely share their negative feelings. Continuously audit your hiring process for potential roadblocks, communicate timelines and expectations clearly with candidates, and ensure that even candidates who don’t receive an offer feel positive about their experience.
And, like any other organizational initiative, employer branding efforts should be continually measured and improved. Common metrics include:
Candidate and new hire satisfaction with the hiring process
Cost-per-hire
Time-to-hire
Quality of hire (like new hire retention, hiring manager satisfaction)
Number of applicants
Employee retention rates
Employee engagement scores
Social media sentiment
Number of social media followers
Traffic to corporate career site
Review site ratings (like Glassdoor and Indeed)
eNPS (employee Net Promoter Score)
Placement on employer ranking sites
New hire interviews
Employee exit surveys
But don’t worry – you don’t need to measure every metric we’ve listed here (unless you want to, of course!).
Where possible, set benchmarks ahead of the launch of your employer branding program, so you can later measure against the specific metrics that are most valuable to your organization.
Connect these chosen metrics to your recruiting goals, and don’t forget to pay attention to post-hire measures of quality, such as new hire retention and employee satisfaction.
Why Investing in Employer Branding Matters
Across the board, one of the biggest obstacles that candidates come up against during their job search is not knowing what it’s like to work for an organization (LinkedIn).
Think about it: you stumble on a job title you’re interested in, read the job description, and might come away knowing more about the position…but nothing about the company that position is for.
So, you do a quick Google search, read a few positive (and, likely, a few negative) company reviews, visit the company’s social media (where they showcase their marketing efforts), and take a look at the careers page (which hosts their other various open positions).
And still, you’ve learned nothing about the company’s values, culture, or what it might be like to join the team.
Often, this can keep good-fit candidates from ever clicking on the “Submit Application” button.
Your reputation plays a key factor in helping candidates take that final step to enter your recruitment pipeline. Having a positive reputation leads to more interest in your company, lower recruitment costs, and an employer brand and culture that your employees can rave about.
By investing in employer branding, you can improve both your bottom line, as well as the overall culture of your organization.
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