The traditional models and expectations of work have long been falling out of relevancy. Now, COVID-19 has all but guaranteed this trend. Even before the onset of the pandemic, 89% of busi-ness leaders were beginning to accept the shift in employer/talent relationships, with talent asserting more control than ever before, according to a recent KellyOCG survey. To succeed in the future, organisations must seek to understand and adapt to the preferences of the talent they wish to engage and re-tain. Otherwise, they greatly risk losing out on post-COVID-19 growth opportunities.
Organisations that put in the work to understand worker pri-orities and paths forward are the ones that have the greatest chance of sharing in their future successes. The best way to do this is to look at the psychographics of key talent instead of demographics. Segmenting employees and candidates by their beliefs, values, interests, or career ambition will only help you better your talent attraction and acquisition strategies.
For example, many early-stage workers – sometimes referred to as “growth seekers” – look to define more of their career goals, objectives, and trajectory than ever before. For late-stage work-ers – or “path keepers” – this may mean embracing the notion of “winding down”, remaining engaged in a productive environ-ment, but working fewer hours.
An upscale German hotel chain needed skilled talent with specific levels of industry and cultural expertise to provide top-notch service to customers from around the globe. But when the company’s internal recruitment capabilities weren’t yielding the right candidates, they turned to KellyOCG for help. Togeth-er, we developed a deep understanding of the target candi-date’s demographic, social, and psychographic behaviours, from lifestyles to Internet browsing habits and beyond. This in-formation became the foundation of a targeted marketing and talent sourcing blueprint. We also customised our proprietary talent community software for the client to maintain a continu-ous pipeline of high-potential talent.