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PORTLANDORBOULDERCONOTOGROUP.COM503.953.8000ANotogroupSurveyHIRINGTRENDSFALL2014 SUMMARYAsthejobmarketheatsupcompetitionfortoptalentisincreasing.Focusingontheconsumerproductssectoroutdooractiveperformancenaturalproductsnaturalfoodswholesaleretailandecommerceweanalyzedresponsesfrom36highleveldecisionmakerstounderstandtheirprioritiesandchallengesrelatedtoacquiringthebesttalent.Tobenchmarkourfindingsagainstabroaderpoolofcompanieswecomparedourresultswiththerecent2015USRecruitingTrendsSurveyreleasedbyLinkedIn.Wefoundsimilaritiesbetweentheconsumerproductsspaceandthelargerhiringuniversebutalsosomekeydifferences.OURFINDINGSCENTERAROUNDFIVEMAINTHEMESTheoveralltrendforhiringin2015ThebiggestchallengestomakinggreathiresThebestsourcesfortoptalentThetoughestjobstofillinhealthylivingEmployerbrandperceptionKEYTRENDS1.Hiringwillincreasein2015Hiringisontheupswingasevidencedbyoursurveyresults.Over23ofrespondentsexpecttheirhiringtoincreaseslightly56orsignificantly11in2015.Only3expectadecreaseinhiring.Themajorityofcompaniescitegrowthindemandfortheirproductsandorservicesasthemainreasonfortheincreaseinhiring.Respondentstooursurveyaretakingalongtermviewonhiringprioritizingqualityovercostandspeed.Thenumberonehiringpriorityforcompaniesistoimprovethequalityofhire61andimproveretentionofkeytalent28.Reducingthecostperhirewasranked3or4by95ofcompanies.TheLinkedInstudysupportsthefindingsthattherelativelysmallercompaniessuchastheconsumerproductscompaniesinoursurveyvaluefindingtherightfitabovespeedorcostcitingthat46ofsmallcompaniesvaluequalityofhirevs.35oflargecompanies.Thevalueofspeedvariesevenmorebycompanysizewith16ofsmallbusinessesprioritizingtimetofillvs.31oflargecompanies.2.KeychallengesAlargenumberofrespondent42findthathiringhasbecomemoredifficultinthepasttwelvemonthswhileonly14sayithasbecomeeasier.Ascompetitionfortalentintensifiesthebiggestinternalchallengeforourconsumerproductscompa-niesistheabilitytooffercompetitivecompensation58followedbycompetitivebenefits39andanunstructuredhiringprocess31.IntheLinkedInstudycompetitivecompensationwasthebiggestobstacleforabouthalfofcompaniesaswell.Externally75ofoursurveyrespondentscitefindingqualifiedcandidatesasthebiggestexternalchallengewith53ofcompaniesintheLinkedInstudycitingcompetitionforcandidatesastheirmainobstacleupsignificantlyfromtheir2013study.3.BestsourcesOurconsumerproductscompaniesareespeciallyadeptatnetworkingtofindtoptalent.Over55ofoursurveyrespondersfindthatnetworkingisthenumber1or2hiringtoolfortheirorganizationfollowedbyLinkedInandexternaljobboards.Over23ofrespondentsexpecttheirhiringtoincreaseslightly56orsignicantly11in2015. AccordingtotheLinkedInstudysmallercompanies78tendtorelymoreonpassivecandidaterecruitmentthanlargercompanies67substantiatingtheresultabove.NotsurprisinglyLinkedInstudyparticipantsseesocialprofessionalnetworksasoneofthemostimportantsourcesofqualityhires46followedbyemployeereferrals44companycareersites34internetjobboards40andinternalhires27.RespondentsinoursurveyuseexecutivesearchfirmstorecruitC-leveltalentwith51ofrespondentsworkingwithafirmatleast50ofthetimeand23workingwithafirmoneverysearch.AttheVPlevel44ofrespondentsworkwithafirmatleast50ofthetime.4.ToughestjobstofillForconsumerproductscompaniesproduct-relatedjobsarethemostdifficulttofillatboththeexecutiveandmidseniorlevelwiththeexecutivejobsbeingslightlyeasier.Companieshavingdifficultyinfillingproductshouldfocusondevelopingalongtermpipelineoftalentforkeyroles.Bestpracticeistohaveadisciplinedandconsistentapproachtonetworkingandtrackingpassivetalent.Thisistrueforanydifficulttofillpositionasdependingonmanyvariablesotherfunctionsmaybeparticularlydifficultforyourparticularorganization.5.ImportanceofyouremployerbrandAccordingtotheLinkedInstudyastrongtalentbranddecreasescostperhireby50andreducesturnoverby28.Themajorityofoursurveyrespondentscitedemployerbrandasbeingcritical42orimportant53totheirhiringefforts.ThiswasechoedatalargerlevelbytheLinkedInstudywhere77ofleadersstatedthattalentbrandhasasignificantimpactontheirabilitytomakegreathires.Ofthecompaniesinoursurveyonly19wouldratetheirtalentbrandasexcellentwiththemajoritycallingtheirbrandgood44oraverage31.Inadditionathirdofcompaniesdonotdevoteanyinternalorexternalresourcestobuildingandmaintaininganemployerbrandandonly27haveaprocessinplaceforassessingandmeasuringemployerbrandperception.Giventheimportanceoftalentbrandinattractingqualityemployeesthetophiringprioritythelackofresourcesandfocusondevelopingemployerbrandindicatesasignificantopportunitytoimprovequalityofhirethroughamoredisciplinedapproachtoemployerbranding.DifficulttoVeryDifficulttoFillMidSeniorLevelExecutiveLevelProductManagement3849ProductDevelopment5165ProductDesign4454 RECRUITINGEVOLVEDPORTLANDORBOULDERCONOTOGROUP.COM503.953.8000