_edited.png)
In the BeNeLux and worldwide, the recruitment industry is undergoing a transformation driven by the emergence of a new generation of candidates: the ones with an attitude. In this article we will elaborate more on the phenomenon of Candidate Assertiveness.
The traditional dynamic between employers and applicants is changing. Candidates now have more options and expect treatment comparable to that of clients in other sectors. Candidate empowerment is a driving force behind this shift.
A survey conducted by Talent Board in 2020 showed that 63% of applicants were willing to share a negative review of an employer on social media or a review site if they had a bad candidate experience (Talent Board, 2020). Candidates are becoming increasingly demanding in their job search. They don't just want a job; they want a workplace that fits their values, culture and career goals. Organizations must take these expectations into account to attract top talent.
According to the Randstad Employer Brand Research 2020 report, 59% of respondents in the BeNeLux considered the employer brand as an important criterion when choosing an employer (Randstad, 2020). Employer branding is becoming increasingly critical in the competition for talent.
Finally, according to a 2019 study from the University of Amsterdam, the trend of candidate assertiveness is visible in the Netherlands, with more and more people seeing their career as a personal project and actively seeking development opportunities.
In this article
Candidate assertiveness is the right description for the behavior of individuals who actively manage their careers, pursue opportunities, and are willing to change jobs if it does not meet their expectations. This group is growing steadily in the BeNeLux and around the world. Not surprising since the entrants of the last decade were formed in a context with an abundance of vacancies. The evolution towards people-oriented recruitment is an inevitable shift that organizations in the BeNeLux and elsewhere in the world must embrace. Candidate assertiveness indirectly forces employers to rethink their approach and adopt a customer-centric approach.
Candidate empowerment and the rise of workplace consumers highlight the importance of a positive candidate experience and a strong employer brand. Organizations must therefore be transparent, authentic and attractive to attract and retain top talent.
Workplace Consumers
Applicants are increasingly behaving like consumers in the labor market. They compare employers, research company cultures and assess the overall experience before deciding where to work.
Online reviews from employers, similar to product reviews, have a major influence on the perception of potential applicants. For example, a 2019 study by Indeed already showed that 83% of job seekers read employer reviews before deciding whether or not to apply to an organization. A previous study by iCMS had a similar outcome, finding that one in three of candidates dropped out altogether after a negative review.
So it is also about trust. According to the Edelman Trust Barometer 2021 report, only 53% of respondents globally trusted companies to act ethically and fairly. Transparency about corporate culture, values and expectations is therefore crucial to attract workplace consumers. Authenticity is the key to building trust with candidates with the goal of a partnership. That sounds logical, but it is clearly not.
“The future will not only be about attracting talent, but also about creating a better candidate experience. Candidates will choose the organizations that treat them like customers.” ~Elaine Orler, Founder of TalVista
Total Talent Approach: welcome freelancers
In recent years, the freelance economy has experienced significant growth worldwide, including Belgium and the Netherlands, both leading the way when it comes to the average number of freelancers per workforce (10%).
Covid Growth
The COVID-19 pandemic has accelerated the growth of freelance work, as many organizations adopt flexible workforces to adapt to changing circumstances.
According to a 2020 survey by the Chamber of Commerce in the Netherlands, there are more than 1.3 million self-employed professionals (self-employed) in the country, representing more than 12% of the workforce.
In Belgium, the number of self-employed entrepreneurs has also steadily increased. According to data from the National Social Security Office, more than 1.1 million self-employed entrepreneurs were active in 2020.
Drivers for Freelance Work
“That's all well and good, but why do people choose to become freelancers?”
According to research, there is no single driving force, but motivation consists of various factors:
Flexibility: Freelancers can manage their own work schedule and choose the projects they want to work on. This offers a level of freedom that traditional jobs often do not offer.
Variety: Freelancers often have the opportunity to work in different industries and projects, making for a varied and exciting career.
Being Your Own Boss: Being responsible for one's own decisions, which can be attractive to independent individuals.
Financial Opportunities: Depending on their skills and experience, freelancers can generate significant income, especially if they have specialized expertise.
Preferences in sectors
Freelancers operate in a wide range of industries, and the diversity of freelance work continues to grow. Some sectors in which freelancers are prominent in Belgium and the Netherlands include:
Information Technology (IT) and Technology: The IT sector is one of the most booming sectors for freelancers. Programmers, software developers, and IT consultants are often self-employed professionals.
Creative Industry: Freelancers in the creative industry include graphic designers, copywriters, photographers, and video producers. These professionals thrive in a freelance environment due to the project-based nature of their work.
Marketing and Communications: The need for marketing and communications experts is constant in companies of all sizes. Freelancers in this domain include marketers, PR professionals and social media managers.
Consultancy and Advisory: Independent consultants and advisors are often hired to provide expertise in areas such as management, finance, and human resources.
Healthcare and Welfare: Freelancers are also active in the healthcare and welfare sector, such as nurses, therapists, and coaches.
The Impact on the Labor Market
The rise of the freelance economy has had significant consequences for the labor market and working relationships. Here are some of the key points:
Flexibility for Employers: Organizations can hire freelancers on a project basis, giving them the flexibility to respond quickly to changing market conditions.
Challenges for Worker Protection: The growing number of freelancers has raised questions about social protections, such as health insurance, pension plans and unemployment benefits.
Rise of Online Platforms: Online platforms such as Upwork, Freelancer, Fiverr, Malt, and others have made it easier for freelancers to find jobs, but have also increased competition.
Need for Self-Management: Freelancers not only need to be experts in their field, but also entrepreneurs who manage their own administration, accounting and marketing.
“The gig economy is growing, and organizations need to become more flexible in their recruitment approach to attract and manage both traditional workers and freelancers.” ~ Mara Swan, Executive Vice President at ManpowerGroup.
Dealing with candidate assertiveness
The growing freelance economy is impacting recruiters and HR professionals. Here are eight tips to deal effectively with this changing labor market:
Flexible Recruitment Strategies:
Adjust your recruitment strategy to flexibly respond to freelancer availability. This can include being able to respond quickly to project needs and the ability to hire freelancers on-call.
Identify Talent Pools:
Create and maintain talent pools of qualified freelancers in your field. This allows you to quickly find suitable candidates when new projects arise.
Understand the Needs of Freelancers:
Freelancers have specific needs and expectations. Listen to their wishes regarding project duration, rates, and working conditions. This can help create attractive offers.
Develop Talent Management Programs:
Consider setting up talent management programs that target both permanent employees and freelancers. This can promote talent retention and promote a positive company culture.
Consider Compliance:
Freelancers may be subject to different laws and regulations than traditional employees. Make sure your organization meets legal requirements regarding freelance work.
Collaborate with Online Platforms:
Consider using online platforms such as Upwork, Freelancer and Fiverr to access a wide range of freelancers. These platforms may also provide review and payment tools. Also a decent vendor management system would be handy in managing all external partners.
Maintain Diversity and Inclusion:
Ensure your freelance hiring is inclusive and promotes diversity. Hiring freelancers with different backgrounds and experiences can be valuable to your organization.
Keep learning:
Stay informed of developments in the freelance economy and labor market regulation. Investigate opportunities for continuing education and certification in the field of freelance management.
Future-oriented thinking
As the freelance economy continues to grow, it is critical for recruiters to think forward and adapt to changing labor market needs.
This includes developing flexible and inclusive recruitment strategies, understanding the needs of client or assertive candidates and freelancers, and maintaining compliance. This approach allows recruiters to make the most of the growing demand for autonomy and flexibility, and add value to their organizations.
Thank you for reading and good luck!
- Author
Sources:
Kamer van Koophandel Nederland (2020). KvK Ondernemerspanel - Zzp'ers.
Rijksdienst voor Sociale Zekerheid (2020). Statistische gegevens betreffende de zelfstandigen.
Talent Board. (2020). 2020 North American Candidate Experience Research Report.
Randstad. (2020). Randstad Employer Brand Research 2020.
Universiteit van Amsterdam. (2019). Career Self-Management: A New Work Ethic?
Dell Technologies. (2020). Generation Z in the Workplace.
Indeed. (2019). How Job Seekers Choose Employers: The Importance of Employer Reputation.
Edelman. (2021). Edelman Trust Barometer 2021.
Elaine Orler, oprichter van TalVista.
Comments