The Membership and Association sector is currently seeing a large number of professionals furloughed, particularly those conducting administrative and event focused roles.
Some sectors (particularly those enabling digital transformation) that many of you represent/support are seeing a boom period, whilst other sectors are being highly impacted e.g. the aviation and hospitality industries.
The COVID-19 outbreak has ushered the recruitment industry into uncertainty. Many industries have instated a hiring freeze in the wake of the outbreak. However, when consumer behaviour changes, it creates shifts in various industries.
Whether it’s corporate giants like Amazon and Walmart hiring hundreds of thousands of workers, or small local businesses hiring and adapting to remote hiring processes, recruitment isn’t going anywhere, and has an important role in getting the economy back on track.
Recent research has found a significant increase in job postings for workers with skills in health care, community response, crisis management and cleaning.
Career centres are incredibly important right now as there is an urgency in hiring for a number of industries. At the heart of understanding how to provide value for your professional community during this shift is data.
Unique Data in Your Career Centre
Right now, it’s about more than just having a job board with “job postings”.
It’s about being your community’s go-to resource for online recruitment by providing a comprehensive career centre with helpful resources for job seekers, a seamless job posting experience for employers, and relevant content.
Within recent years there has been considerable talk and focus on Artificial Intelligence and the ways it can revolutionize the online recruitment industry.
At heart of AI is data and your career centre is an extremely valuable resource that provides unique and actionable data.
These various data points provide a robust understanding of your community and their unique profiles – creating opportunities to provide real value for your professional audience. Here’s how some of these unique data points can help you provide value for your professional community during these challenging times.
Transactional Data
This data is based on their activity on your career centre; what types of jobs they’ve viewed, what they’ve applied for, etc.
These are a set of indicators of the depth of interaction they’re having with your career centre. It can also provide you with a view on what’s happening in your industry, areas of expertise, and job satisfaction.
Behavioural Data
This is data based on their behaviour when engaging with your career centre. How often they come to your careers site, where they come from, what they looked at, where they dropped out, etc.
This data will help you understand job seeker behaviour and inform when to deliver the right content at the right time – which will be crucial as people are spending more time online and on devices now.
An example of this is job alert delivery times — our data analysis shows job seekers are more likely to apply for job opportunities on mobile during the early morning period, but on desktop in the middle of the day.
Profile Data
This is what they’re looking for in a position, where they’re looking to work, and more. These are true, explicitly shared data sets that can give you real information about your professional audience.
This data set informs what content they’ve downloaded, do they have specific credentials, etc. This data will help you provide relevant, targeted content to individuals – further establishing your career centre as a consistent resource.
Supply & Demand Data
This is macro-analytical data (such as user behaviour) and combining it with micro-analytical data from your unique career centre set-up (such as an “apply” user action), after all not all career centre needs are the same.
Supply & Demand shows the locations and types of jobs users are looking for. It spotlights where there are too many or too few candidates, or where there are too many or too few jobs.
These data sets identify specific actions — for example, if there are many job seekers looking for Pediatric Oncology positions, yet there aren’t many jobs, it’s a sales opportunity to call on employers to deliver qualified candidates to them.
FINAL THOUGHTS
Recruitment is an important element of keeping businesses operating during this global pandemic. Your career centre should be providing the data I’ve outlined. These unique data points can help you provide significant value for your professional audience and help connect high-quality candidates with the right employers.
To get a complete breakdown of the value your career centre can provide, download our latest whitepaper.
Madgex have been powering career centres for the world’s most prominent company’s, brands and associations such as BDA, RIBA, CIPD, BMJ Careers and ACCA since 2000.
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