We often claim that the ‘war for talent’ is over and that talent has won.
Yet, we rarely talk about the actual preferences and wishes of that talent. Once you understand what talent truly wants, your entire perspective on the labour market, and especially on recruitment and employer branding, fundamentally changes.
Candidates are clear about what they want
Candidates are usually very clear about what they want, and often just as clear about what they do not want. Below are several key signals that talent consistently communicates.
1. Hybrid work is the new standard
Look at white collar workers. If they have grown used to the freedom of hybrid work, they do not want to return to the office five, four, three or even two days a week. For some, even one day is too much. Employees and freelancers are very clear about their desire for freedom, flexibility and autonomy. This is all about when, where and how they work.
2. Direct access to wages
Why are platforms, brokers and certain staffing agencies so successful? Because they pay immediately after the work is done. Many employees also want direct access to their wages or holiday pay. Why wait for your holiday allowance if you are planning a ski trip in February? Employees want direct access to the salary they have earned. They do not want to wait until the end of the month. Always give people access to their wages, including any extra income they have built up.
3. The real conversion happens in the application process
Our Giant Target Group Dashboard shows that aside from recruitment feasibility, the most visited page concerns the elements candidates seek and expect during the application process. This goes far beyond speed or the number of interviews. It is about:
3a. Creating equality
Candidates want a conversation on equal footing with the hiring manager. You achieve this by giving them the same information the hiring manager has, such as:
- The hiring manager’s CV
- Their leadership style
- The interview questions
- Background information
- A short video of 120 seconds explaining who the hiring manager is and why they are proud to work there
3b. Facilitating self presentation
Give candidates the chance to present themselves, not as a surprise at the start of an interview, but in advance with time to prepare. Offer suggestions like a portfolio, a presentation, photos, or examples of things they are proud of, whether from previous jobs or personal achievements, for example coaching a football team.
4. Candidates want to be referred, not rejected
No candidate applies hoping to be rejected. Unfortunately, rejecting candidates is still the main task of many recruiters. That is no longer necessary. You can refer candidates to other interesting roles or employers through The Talentpool Community. A logical step for any employer that truly puts the candidate first.
5. Meet the target group where they are
Of course, LinkedIn and Indeed are essential for active job seekers. These platforms dominate the Dutch and international labour market. But your audience is present on many other channels as well. Passive job seekers are at least five times more numerous than active ones. They are on social media platforms, depending on age and gender, such as:
- Young people: TikTok, Instagram, Snapchat, WhatsApp
- Experienced IT professionals: Signal, Telegram
- General: websites like nu.nl, NOS, VI, Dumpert
Each target group has its own channels. Also think about podcasts, influencers, hobbies and interests. These are the places where you build your employer brand.
6. Practical example: job shadowing
What candidates really want, and what Werf& Awards winners such as Radboud University Medical Center did perfectly, is offering a job shadowing day. People want to spend a day at the company, explore the environment and see if there is a match with future colleagues and the workplace.
7. What talent does not want: night shifts
One thing that is becoming increasingly unpopular is night work. Whether it involves road maintenance, logistics, floriculture or hospitality, night shifts are demanding and less and less attractive. Employers need to consider how to minimise night work:
- Rail maintenance during the day
- Early morning or late afternoon and evening shifts
- Use of technology and machines to prepare work
- Limit night shifts as much as possible
8. Target group specific pull factors
Each target group has its own motivating factors, preferences and conditions. These vary based on:
- Occupation
- Education level
- Experience level
The latter often relates to balancing care responsibilities and work. People with children or caregiving duties have different flexibility needs compared to younger workers. Recruiters need this knowledge to convert interest into actual hires.
9. Life work balance: self scheduling as the key
Forget work life balance. It is about life work balance. Employers must increasingly support self scheduling: enabling freedom, flexibility and trust in employee autonomy. The Dutch Employers’ Association promotes this strongly. It is the key to solving labour shortages and logistical challenges, especially in sectors like healthcare, while increasing available working hours.
There will always be unpopular shifts, but compensation can help. If you offer higher pay for less desirable shifts, they will be filled more quickly. This principle works well in the platform economy for freelancers, and it also applies directly to salaried employees.
The downside is that existing IT systems often do not support this, and works councils and unions can be slow to adopt modernisation.
10. The winners listen to talent
The real question is whether we should be talking so much about tools and technology. Why do we not talk more about candidates, what they want and what drives them? If we listen and act accordingly, for example:
- We know they are on TikTok
- We know they like to apply via mobile
- We know they are open to conversational AI
- We know they appreciate self scheduling
- We know they sometimes just want to call someone
Then the most important question becomes: why are we not listening, or not listening enough?
Conclusion
The employers who do listen are the ones winning in the labour market. If you look at the Werf& Awards, it is not the most high tech or flashy companies that win. It is the organisations that truly listen to talent and candidates, take action, and excel at what they are supposed to do. Be smart: put the candidate first, ensure you have the right data to support that, and good luck winning the war for talent.