Published on 23-01-2019
2019. A new year full of new challenges and changes. But what will affect the HR world this year? And how can you use these HR trends to your own advantage? CompanyMatch put together the top 4 HR trends, based on recent studies and surveys – including a summarising infographic!
Employer branding, flexibility and big data. These terms are essential in 2019. The HR world has been undergoing a massive shift for years. Employees are searching for a deeper meaning in their jobs and want to be able to identify with their organisation. Work-life integration and employee engagement are key keywords here. This year, it’s all about finding a healthy mix of new technologies and the needs of employees. The top HR trends describe relevant components of this process.
The top HR trends of 2019 are
- Data-driven matching changes job search
- The H finds its way back to HR
- Company culture and employer brand in the spotlight
- The reinvention of leadership
The summarising infographic is available for free. Simply fill out the enclosed form to start the download!
Trend 1: Data-driven matching changes job search
The ongoing digitalization of the HR industry is nothing new. The world of work is becoming increasingly digital. One of the main tasks of HR, however, is to prepare current and future employees for the necessary digital knowledge and skills. Over is the time when simple job ads were enough. The constant evolution of artificial intelligence and the growing amount of available data are enabling in a new era of job search: data-driven matching. Today’s online job sites do not only aggregate current job offers but also collect detailed data from all sides of the job market: data on people, companies, skills and jobs.
The new job search paradigm uses big data and machine learning to overcome the clutter of online job opportunities and candidates. The concept is simple: job platforms use data to create a smaller, smarter job listing that better suits a candidate. In doing so, the machine learns not only from information about jobs and companies, but also from the experiences of past job seekers – such as personal skills, education and other work experience – and future goals, including work and business preferences, work locations, and more. This almost infinite of data ultimately results in the ‘perfect list’ for each individual job seeker.
This data-driven matching is a win-win situation for both sides, applicants and companies: HR professionals can use machine learning models to actively source suitable candidates. Candidates, on the other hand, find relevant jobs sooner. According to a LinkedIn study, it is twice as likely for HR teams using data-driven methods to find the right talent.
One of the big HR trends for 2019 is therefore to analyze the collected data effectively and make it usable for HR management. In other words, to enter the age of digital transformation. If applied correctly, big data and machine learning to have the potential to not only lower the cost of bad hires but also to improve long-term employee retention and engagement.
Trend 2: The H finds its way back into HR
Work-life integration: Flexibility is the key
This topic might starting to get on employer nerves but does not lose its relevance but will become increasingly important in 2019: Well-being at work. Why? Because stress and excessive demands increase more and more. Due to the continuing shortage of skilled workers, the majority of our qualified employees are often confronted with enormous workloads. It is the job of HR professionals to acknowledge the emerging needs of employees and remain open towards possible solutions. Work-life integration is the keyword here: Flexible working time models, mobile workplaces and home office as well as health-promoting benefits are popular means of promoting them. You can also help your teams to organize their time and place independently. This flexibility is rewarded: employees with good work-life integration are more motivated, perform better and are happier with their employer.
Employee Engagement: The search for a deeper meaning
In a recent G2 Crowd survey, 80% of HR professionals surveyed found that using HR technology promotes positive employee attitudes toward their business. In addition, 57% agree that employee engagement initiatives could help their companies to retain productive employees. Employee engagement also plays a key role in corporate culture: The majority of the employees surveyed feel that engagement and culture go hand in hand.
Nonetheless, engagement levels are lower than ever. And although HR professionals often initiate engagement programs, many non-HR professionals remain skeptical of proposed solutions. 2019 represents a turning point: employees want to be engaged but are critical towards the quality of software or other technological solutions. It will be the job of the HR industry to develop solutions and ask for feedback by employees. The challenge will be to decide which solutions are not only the most beneficial for employees and companies but also for corporate culture and employer brand.
Trend 3: Corporate culture and employer brand
Corporate Culture & Cultural Fit: What makes a good long-term match?
Despite a shortage of skilled workers, candidates should still be selected carefully. Conversely, employers are also being put to the test. The way in which a company works, communicates and decides plays an important role to candidates. Recruiters should therefore be very clear about company culture in order to find new matching hires. A study found that 84% of respondents believe that not the time or cost of hiring but cultural fit is one of the most important recruitment factors.
In addition, it is increasingly important for employees to see a deeper meaning in their work. The big “why” is present behind all actions. But defining your own corporate culture is only the first step. You should also communicate it actively with your staff and adapt and change it if necessary. Corporate culture is not a fixed but a dynamic process. The HR trends for 2019 show that companies are continuing to discover Cultural Fit for themselves as well as are adapting their corporate culture to the latest developments and innovations.
Employer brand: The big promotion goes into the next round
Employer branding has been a key word in HR in recent years. However, many companies still find employer branding a major challenge. The corporate culture serves as the basis and should therefore be the starting point for every employer branding campaign. However, if the employer brand does not match reality, employees gained are quickly lost again. Those often share their (bad) experience with other possible candidates. This can have fatal consequences: According to Glassdoor, 69% of job seekers would not accept a job offer from a company with a bad reputation. Authenticity is crucial. More about building of a successful employer brand in our interview with innogy.
First of all, we need to clarify that developing an employer brand isn’t a plug-and-play product. It needs to take the values, norms, culture and positioning across countries into account. – Bjorn Luijters, innogy
In 2019, we should work above all on this authenticity. After all, a strong employer brand is a big advantage in recruiting.
Trend 4: The reinvention of leadership
Digitalization, automation and shift of generations – these are just some forces that are currently shaking the foundations of the world of work as we know it. Rethinking both, leadership and corporate culture, will play a central role in this development. Every aspect of leadership – from strategy and methodology to leadership development to program evaluation – has to adapt to current changes and innovations. In addition, the entry of the new leadership generation will continue in 2019. Leadership development programs should therefore become an integral part of any strategy. Only this way companies can remain relevant as an employer in the future.
The trend shows that we are moving away from a pyramidal style of leadership towards a flatter, culture-based approach. A purposeful leadership style as well as organizational agility are key elements for a sustainable organisation. In such “Purposeful Organisation,” the bigger mission and vision matter more than black numbers at the end of the quarter. This is well-received: studies have shown that purposeful organisation have a 30% higher innovation and 40% higher retention values as well as tend to rank first or second in their market segment.
But how exactly can this approach be put into practice? And what advantages do agile organisation have compared to traditional companies? The answers can be found in our white paper! You can download it here.
These HR trends will continue to shape and change the industry in 2019. In the following weeks we will deal intensively with these HR trends and much more on our blog. A summary of the results can be found in our infographic. Simply fill out the enclosed form to start the free download.