Reaching Tomorrow’s Workers Takes a Multichannel Approach

PotentialPark Rankings 2013To reach tomorrow’s corporate leaders, companies today not only need to have robust career sites, but they need to be as multichannel present as are the young men and women who want to work for them.

PotentialPark, the Swedish recruitment market research firm, says college students and recent grads turn in large numbers to corporate career sites for information about companies for whom they may want to work. But they also expect those companies to have a presence elsewhere, especially on places like Facebook, LinkedIn, Twitter, and on blogs, too.

The career site is fine for providing fundamental information about the company, but it’s one-way communication. Young adults want more interactivity, so they expect their future employer to talk with them on social media channels.

Says PotentialPark, in its just released annual Online Talent Communication study:

Today’s graduates are miles ahead of the employers in using career websites, social, and professional networks as well as in their open mindset for smartphone usage. They expect employers to follow them and to pave their personal way to the right, fulfilling career — they go online for the perfect match.

Consequently, say the researchers, “Duplicating the career website content and dumping it on social networks is not the solution … Facebook is not perceived as a place for jobs and applications. Instead, employers open up for direct interaction and a deep look behind the scenes.”

Surveying almost 27,000 students and graduates in Asia, Europe, and the U.S. regarding online, social, and mobile recruitment, PotentialPark found what the most effective companies already know: while everywhere these young adults look in large numbers (74% globally; 85% in the U.S.) to a company’s website, almost unanimously they say employers should also be on at least one social media site. On a global basis, that site should be Facebook, according to 61% of the respondents. U.S. respondents picked LinkedIn as their first choice, by 71% to 64% for Facebook.

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Even if you have a presence on both those sites, and a strong career site, too, don’t be lulled into believing you are well covered. PotentialPark says the best companies have a broader presence, especially in providing mobile access and career apps. Among the key findings of the U.S. PotentialPark study, which also apply globally:

  • Job seekers do not want just a career, they want the perfect match. Therefore they expect employers to give them personalized insights and recommendations on each channel.
  • The mobile revolution is imminent. The majority of job seekers (59%) are ready and waiting to get started today, and many (26%) already have. However, employers are only slowly giving mobile access to careers and jobs.
  • Employers who do not go multichannel may miss out more than they think. A lagging online and mobile recruitment strategy can erode their employer brand.

Who’s doing the best job among the world’s leading companies? According to PotentialPark, it’s Accenture, Bertelsmann, Ernst & Young, Intel, and Microsoft. These companies topped the list in both Europe and the U.S. for having the best online recruitment communication. (Asia rankings are not yet available.) The top companies have a presence on eight different communication platforms.

“Employers need transparency, authenticity, and creativity to win the audience’s attention and interest online, across all the channels that talents use,” concludes the PotentialPark report. “This is going to be the challenge in the online war for talent in the year 2013.”

John Zappe is the editor of and a contributing editor of John was a newspaper reporter and editor until his geek gene lead him to launch his first website in 1994. He developed and managed online newspaper employment sites and sold advertising services to recruiters and employers. Before joining ERE Media in 2006, John was a senior consultant and analyst with Advanced Interactive Media and previously was Vice President of Digital Media for the Los Angeles Newspaper Group.

Besides writing for ERE, John consults with staffing firms and employment agencies, providing content and managing their social media programs. He also works with organizations and businesses to assist with audience development and marketing. In his spare time  he can be found hiking in the California mountains or competing in canine agility and obedience competitions.

You can contact him here.


4 Comments on “Reaching Tomorrow’s Workers Takes a Multichannel Approach

  1. John,
    Great article on the challenges of recruiting today’s candidates. Our company philosophy is to make the best match to the job to satisfy both the employee as well as the employer. Being”real” is the only way to retain the right people.

  2. Thanks John:

    So, did this study said which channels needed to be effectively covered to effectively reach the “young’uns” we want?


    Job seekers do not want just a career, they want the perfect match.

    “Well, people in hell want ice water – that don’t mean they get it.” as Patsy Cline’s character said.


    Employers need transparency, authenticity, and creativity to win the audience’s attention and interest online, across all the channels that talents use.

    SERIOUSLY? Oh young folks, you are going to be SO disappointed!
    Maybe after several years of low-paid, no-benefits, dead-end jobs which won’t let you start paying back your student loans or let you have your own place in some area you’d like to live, you’ll get a bit more realistic as to what the working world is like for you.


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