Management & Organization

In the future, recruiting will be fluent

Technology, digitalization and automation are catalysts for change, and leaders must likewise have a digital mindset – when recruiting as well as leading employees. Because both recruitment and retention are changing as fast as the labor market itself. To prepare your company for the future, keep reading.

The Danish center for future research, fremforsk, argues that the technological development of robots, increasing digitalization and automation of the labor market won’t necessarily mean fewer jobs, as many people fear. But work assignments and company structures will definitely change.

This tendency will produce a change in the way we recruit talent, and employees will become increasingly casual or temporarily attached to our companies as freelance workers or in project assignments.

Technology already makes us capable of communicating with each other any time and everywhere. Personal time and work time will merge even more, and both work hours and work space will become relative. More and more people will choose to work from home – at least some of the time.

Also, many small assignments will be handed to an external work force with the right set of skills for the right price. This way, freelancers compete with each other over tasks that companies no longer have to hire regular employees to handle.

Freelance and project work will also make it more difficult for leaders to keep a close eye on work processes. This leads to less control and management, but will, in return, require more motivation from the leader since the project coworker administrates his own time while also carrying the responsibility of delivering results within the timeframe.


Focus areas for leaders at the workplaces of the future

So, work assignments and workforce will change, this means that companies must also change. The age of fixed roles is over and in a project led future, KPI’s, goals and types of employment will be dynamic as well.

As such, the role of leader must also grow. We see new types of employees and new types of tasks and must facilitate, communicate and cooperate with constant focus on the company’s goal. We need to understand uncertainty and constant change. And we need to be confident with our digital reality.

HR and leadership consultant, Jessica Panke Wagner, from PankeHR describes our future workforce as fluent in this article (in Danish). Silos will be torn down and replaced with transparency and professional flexibility. Focus will be on our freedom to choose our own assignments and workspace.

This also compels us to remember that Generation Y and Z have now entered the labor market. They have clear expectations about where, when, how and for whom they want to work. And most of all, how they want to be managed, recognized and motivated. As such, the company’s purpose as well as its leadership culture must adapt to new premises.

(Read our tool about Generation Z and see our videos about Generation Management).


This means that as leaders we have to organize our companies to house the following set of competences:

  1. We need to look at areas where people cooperate with each other and with machines. Don’t underestimate the complexity of interaction between ourselves and technology.
  2. Generalists are here to stay. New knowledge must be gathered quickly and converted into practice.
  3. The ability to manage change fast is an absolute necessity, because companies will be in a more or less constant processes of change from now on. We have to be quick and mobile.
  4. Thus, creativity is also a key area.
  5. Facilitation and communication will affect everyone in the organization.
  6. This goes for decision responsibility, as well. Especially with the many temporary employees in our company.
  7. The company’s purpose and culture will become so present in the entire organization that internal and external communication melt together and become omnipresent. The good story must be expressed in every action and every part of the company. If our company can communicate its purpose well we are more prepared for recruiting the right employees.


Social media is the recruitment tool of the digital age

So, how do we recruit this new type of coworkers in the best way possible? Danish consultancy agency Digital Works highlights four reasons why you should use social media in your recruiting and HR actions:

  1. Information and insight

Social media can be used to build relationships and to locate the right coworkers and meet them where they are.

Almost three quarters of adults are on social media, and in terms of the young, who are entering the labor market now, the number is around 90 %. This means, that you have an enormous amount of information about people on platforms that are easy to search. This way, you can minimize the risk of hiring the wrong person while also gaining easy access to contact with the right candidates.

  • Actually, no more than 4 % of recruitment professionals aren't using social media in the recruiting process.
  • 92 % of recruitment professionals who use social media increase their range and amount of contact through LinkedIn, Facebook, Twitter, Instagram, Google+ and Snapchat.
  1. Brand yourselves

Social media allows you to be present and shape the perception of your brand. Of course, a future employee would want to know what kind of workplace he or she steps into. In this case, social media is the perfect arena for communicating your values, culture and vision and for getting to know each other.

On social media your brand can be promoted through posting, sharing of articles and your involvement and activity on the platforms. You can steer the attention towards your workplace instead of the competitor’s. You can create direct contact between your company and a potential employee through relationship, information and interaction.

  1. Great contact range

As mentioned, lots of work assignments can now be solved from everywhere and at different times. This is where social media decreases the distance and increases the possibilities of communication. You can easily locate, contact and communicate with candidates, regular employees, freelancers and project employees.

  1. Strong employer branding

Besides recruiting talent, you can use social media to strengthen your company’s employer branding. This means that the entire organization use social media to tell the company’s and your brand’s good stories. Positive criticism on social media, for instance concerning work circumstances, will make your company far more attractive among candidates:

  • 75 % of job seekers consider the company’s employer branding before sending an application.
  • 62 % of job seekers use social media to research company employer branding.
  • 91 % of job seekers believe that an unfulfilling or disappointing online presence has a negative effect on the company’s employer brand.

If you want the right candidates for your company you must make sure that your company is always up-to-date and relevant on social media. You need to be present, active and outreaching. As mentioned before, it's important to be where the right candidates are: On social media.



Trends that will define talent recruitment in 2017, according to LinkedIn:

LinkedIn interviewed about 4000 recruitment officers worldwide on the current and future state of talent recruitment:

  • 83 % claims that talented recruitment is their company’s #1 priority.
  • More than half believe that their recruitment volume will rise in 2017.
  • The most wanted areas of recruited talent is within sales, operations and engineering.
  • The most frequently used sources for good recruitment for most companies are employee referrals, third-party websites or online job boards and professional social networks.
  • If resources were unlimited, recruitment officers would spend most of it on employer branding, then new technology and better sourcing tools.
  • Future talent recruitment will first and foremost be characterized by recruiting more diverse candidates, soft skills assessments and innovative interviewing tools.

    The full report from LinkedIn can be found here.