Canadian Job Market Trends:How to Leverage Labour Market Data to Recruit Top TalentSaeed Sadooghi | Recruitment Evangelist | Indeed
Saeed Sadooghi | Recruitment Evangelist | Indeed
Canadian Job Market Trends: How to Leverage Labour Market Data
to Recruit Top Talent
0 0.1 0.2 0.3 0.4
Generation XBaby boomers
Millennials show the least interest in routine manual occupationsShare of clicks to each category of job postings, by generation (Sept 2016-Mar 2017)
Non-routine cognitive(management & professional)
Routine cognitive(sales & admin)
Non-routine manual (service)
Routine manual(construction, transportation,
production & repair)
Millennials
Source: Indeed #indeedinsights
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Sales and related (R)
Healthcare support (NR)
Business and financial operations (NR)
Office and administrative support (R)
Architecture and engineering (NR)
Healthcare practitioners and technical (NR)
Community and social services (NR)
Computer and mathematical (NR)
Food preparation and serving related (NR)
Legal (NR)
Arts, design, entertainment, sports, and media (NR)
Education, training, and library (NR)
Life, physical, and social science (NR)
Millennials show more interest in non-routine, non-manual occupation% difference from average job seeker interest in each occupation (Sept 2016 - Mar 2017)
Generation X
Baby boomers
Millennials
#indeedinsightsSource: Indeed
-40% -30% -20% -10% 0% 10% 20% 30% 40%
Transportation and material moving (R)
Personal care and service (NR)
Installation, maintenance, and repair (R)
Production (R)
Management (NR)
Construction and extraction (R)
Baby Boomers show more interest in occupations more likely to be automated
% difference from average job seeker interest in each occupation (Sept 2016 - Mar 2017)
Generation X
Baby boomers
Millenials
#indeedinsightsSource: Indeed
US job seekers sensitive to turmoil at home, tech workers even more soUS job seeker’s clicks as a share of all clicks to jobs
Source: Indeed
AllTech
0
2
4
6
8
10
Sep 2016 Oct 2016 Nov 2016 Dec 2016 Jan 2017 Feb 2017 Mar 2017 Apr 2017 May 2017 June 2017
US election, Nov 8th US inauguration, Jan 20th
#indeedinsights
Source: Indeed
CA tech-job seekers most attracted to large tech hubsRanked by share of US tech clicks to share of all US clicks
4 Vancouver
1 Ottawa
3 Kitchener - Waterloo
2 Toronto 5 Montreal
#indeedinsights
1
2
3
4
5
Salesforce developer
ETL (extract, transform, load) developer
Senior database administrator
Senior software engineer
Data warehouse engineer
Job TitleRank
Source: Indeed
US job seekers looking for work in Canada are highly skilledRanked by share of clicks from US tech job seekers to share from all job seekers
6
7
8
9
10
Senior quality assurance engineer
Senior java developer
Machine learning engineer
Cloud engineer
Hardware engineer
Job TitleRank
#indeedinsights
16%
Never look at job opportunities
61%
Look at job opportunities at least monthly
It turns out that 84% of people in CA say that they are either actively looking or open to a new job
84%
Look at job opportunities
#indeedinsightsSource: Harris Poll study on behalf of Indeed (n=1,271)
Job seekers trust Indeed to find all jobs with a single search
160,000+Employer career sites
1,000,000+Small businesses
193,000+Job boards andstaffing agencies
6.6Munique visitors to Indeed Canada
each month
Source: comScore, Unique Visitors, October 2017 #indeedinsights
Unique visitors to Indeed’s top 5 provinces in Canada each month
Source: comScore, Unique Visitors, October 2017 #indeedinsights
0
1
2
3
Ontario Prairies Quebec BC Atlantic
2.9M
1.4M
1.0M 1.0M
220K
16%
Source: Google Analytics, September 2017 #indeedinsights
of Indeed traffic originates from Toronto
Calgary Edmonton Toronto Ottawa
8.6% 4.4% 16% 2.6%
Vancouver
4.1% 6.8%
How does Toronto compare to other cities in Canada?
% of Indeed traffic originating from these top 5 cities in CA
Montreal
Source: Google Analytics, September 2017
Calgary Edmonton Toronto Ottawa
7% YOY 10% YOY 10% YOY 15% YOY
Vancouver
14% YOY 13% YOY
How does job search in Toronto compare to Canada’s other major cities?
Year over year growth of total searches for jobs in Canadian cities (August 2016 – August 2017)
Source: Indeed Data, August 2016 - August 2017
Montreal
Calgary Edmonton Toronto Ottawa
54% 57% 45% 47%
Vancouver
47% 46%
Mobile job search is on the rise everywhere
Average % of mobile searches by city Q2 2017and increase in mobile searches Q2 2016 – Q2 2017
+24% +23% +23% +29% +28% +28%
Source: Indeed Data, Q2 2016 – Q2 2017
Montreal
Calgary Edmonton Toronto Ottawa
26% 29% 45% 48%
Vancouver
49% 39%
Toronto attracts talent from all over the countryAverage % of searches for jobs in Canadian cities by users from outside the city
(August 2016 – August 2017)
Montreal
Source: Indeed Data, August 2016 - August 2017
Exceptional hires have the power to inspire teams, boost performance and invigorate
your business
#indeedinsights
“I noticed that the dynamic range between what an average person could accomplish and what the best person could accomplish was 50 or 100 to 1. Given that, you’re well advised to go after the cream of the cream. A small team of A+ players can run circles around a giant team of B and C players.”
Steve Jobs
#indeedinsights
Transformational talent: 3 key questions
What is the impact of transformational talent
in our workplaces?
What do transformational people
have in common?
How can we recruit and build teamsoverflowing with
top talent?
#indeedinsights
“People are not your most important asset. The right people are.”
Jim CollinsGood to Great
#indeedinsights
So what is the impact of having the right people? How much incremental impact comes
from top performers?
#indeedinsights
What is the value of a top performer?
High performers are 4X more productive than
average performers
4XBain & Company
#indeedinsights
What is the value of a top performer?
High performers are 10X more productive than
average performers
4X
10X
Bain & Company
GE
#indeedinsights
What is the value of a top performer?
High performers are 25X more productive than
average performers
4X
10X
25X
Bain & Company
GE
Apple
#indeedinsights
What is the value of a top performer?
High-performing technologists are 300X more productive
than average performers
4X
10X
25X
Bain & Company
GE
300X
Apple
#indeedinsights
Research shows a small portion of your workforce has an outsized impact on business output
THE BEST AND THE REST: REVISITING THE NORM OF NORMALITY OF INDIVIDUAL PERFORMANCE, Personnel Psychology, 2012 #indeedinsights
The bottom 10% of talent is responsible for 0% of output
THE BEST AND THE REST: REVISITING THE NORM OF NORMALITY OF INDIVIDUAL PERFORMANCE, Personnel Psychology, 2012 #indeedinsights
The next 85% of your talent is responsible for 74% of output
THE BEST AND THE REST: REVISITING THE NORM OF NORMALITY OF INDIVIDUAL PERFORMANCE, Personnel Psychology, 2012 #indeedinsights
The next 4% of your workforce is responsible for 16% of outputThat’s 5X the output of the average worker
THE BEST AND THE REST: REVISITING THE NORM OF NORMALITY OF INDIVIDUAL PERFORMANCE, Personnel Psychology, 2012 #indeedinsights
And 10% of productivity comes from the top 1% of employeesThat’s 10X more than the average worker
THE BEST AND THE REST: REVISITING THE NORM OF NORMALITY OF INDIVIDUAL PERFORMANCE, Personnel Psychology, 2012 #indeedinsights
We asked 6,000 hiring managers:
“Think about the most impressive top performer you’ve worked with at your current company or a previous company. What is the #1 attribute
this person exemplified?”
#indeedinsights
We identified 5 leading attributes of transformational talent
Problem solving Drive Self-directionStrategic thinking Passion
#indeedinsights
Problem solving
Ability to find and implement solutionsfor difficult or complex issues
#indeedinsights
What makes this combination so transformational?
Problem solving Drive Self-directionStrategic thinking Passion
#indeedinsights
An innate bias toward action
Problem solving Drive Self-directionStrategic thinking Passion
#indeedinsights
And the capability learn to how to do things effectively
Problem solving Drive Self-directionStrategic thinking Passion
#indeedinsights
“When you’re surrounded by people who share a passionate commitment around a common purpose, anything is possible.”
Howard SchultzCEO, Starbucks
#indeedinsights
Research shows people look for jobs when they are either inspired by a new opportunity or discouraged at work
30%
28%
25%
When I feel discouraged about my current job situation
When I come across jobs that interest me
Which of the following best describes when you look at career opportunities?
When I feel dissatisfied with my current job
#indeedexploreSource: Decipher/FocusVision study on behalf of IndeedBase: employed or not employed but looking, N=19,605 (AU & EMEA only)
For top performers, inspiration is the primary motivator for career change
Top performers are less likely to consider new jobs when they are discouraged at work
-29%
Source: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adultsself-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA)) #indeedexplore
And top talent is more likely than the typical worker to be attracted to a new job by …
#indeedexplore
Clear path for career advancement
+13%
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
Better company reputation
+14%
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
Better work or team environment
+14%
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
More interesting, challenging work
+20%
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
Company mission/vision
+40%
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
Top talent is 6% less likely to accept a jobfor better compensation or benefits
#indeedexploreSource: Indeed job seeker study conducted by Decipher/FocusVision (Base: employed adults
self-identifying as being recognized for top performer attributes, N=8,864 (AU & EMEA))
“The people here at Apple don’t just create products—they create the kind of wonder that’s revolutionized entire industries. Join Apple,
and help us leave the world better than we found it.”
“Hootsuite is more than a social media company. We’re more than a tech company. We’re a collective of creators and makers, builders and hackers,
teachers and students.
We believe deeply that social media is revolutionizing how we communicate —and we’re driven by our mission to empower
organizations to turn messages into meaningful relationships.”
“No global movement springs from individuals. It takes an entire team united behind something big. Together, we work hard, we laugh a lot, we brainstorm nonstop, we use hundreds of Post-Its a week, and we give
the best high-fives in town.”
Airbnb job descriptions highlight the impact of the work being done
Our team is a startup within a startup. We build applications for thousands of Airbnb employees around the world. We own everything related to operationalizing Airbnb to keep it running as a marketplace. Airbnb has a huge operational staff comprised of CX agents that must scale with our user base.
What are examples of work that Software Engineers have done at Airbnb?
We own the application that hundreds of Customer Experienceagents use to triage and solve issues at scale.We created Neighbourhoods, a product that answers thequestion of which parts of a city have desirable Airbnb listingsfor you.
Top performers want to be in control of their career decisions
Agree“I would feel more confident a job is the right fit for me when I pick the company and apply rather than being contacted by an external party for the position.”
61%
56% Agree“I think I would be more successful in a job I found and got on my own versus a job which I got through an external party (friend, recruiter, etc).”
Source: Indeed study conducted by Decipher/FocusVision (Base: employed adults self-identifying as being recognized for top performer attributes, N=10,669)
Say they search for job opportunities at least a few times a year91%
75% Look at new jobs monthly
Top performers take initiative: they actively look for the right opportunity
Source: Indeed study conducted by Decipher/FocusVision (Base: employed adults self-identifying as being recognized for top performer attributes, N=10,669)
53%
53%
43%
Visited an online job site
Subscribed to job alerts or notifications
42%
Used a mobile job search app
Looked at jobs on a company career site
When top performers look for a job, they primarily use inbound channels
24%Visited an online professional social networking site
Prior to being hired at your current job, which actions did you take to look for job opportunities?
Source: Indeed study conducted by Decipher/FocusVision (Base: employed adults self-identifying as being recognized for top performer attributes, N=3,223) #indeedexplore
Unfortunately, many companies have recruiting processes that are inadvertently eliminating active,
transformational talent
#indeedexplore
“A company should limit its growth based on its ability to attract enough of the right people.”
Jim CollinsGood to Great
Attracting top talent takes a highly coordinated end-to-end experience
Inspire Make it easy to show interest
Respond quicklyto applicants
Wow them witha candidateexperience
Build a personal connection with them
Show them what is special about your company
Focus the offer on the right things
In the era of job search, transformational talent will find your jobs
Inspire Make it easy to show interest
Respond quicklyto applicants
Wow them witha candidateexperience
Build a personal connection with them
Show them what is special about your company
Focus the offer on the right things
Transformational Talent
Companies with strong brands and reputations will have a strong pipeline of top talent
Inspire Make it easy to show interest
Respond quicklyto applicants
Wow them witha candidateexperience
Build a personal connection with them
Show them what is special about your company
Focus the offer on the right things
Transformational Talent
For other companies it may be more difficult
Inspire Make it easy to show interest
Respond quicklyto applicants
Wow them witha candidateexperience
Build a personal connection with them
Show them what is special about your company
Focus the offer on the right things
Transformational Talent
The biggest issue: companies accidentally eliminate top talent early in the recruiting process
#indeedinsights
Inspire Make it easy to show interest
Respond quicklyto applicants
Wow them witha candidateexperience
Build a personal connection with them
Show them what is special about your company
Focus the offer on the right things
When companies make it too hard to show interest, top talent will go elsewhere
Transformational Talent
If your application process is longer than 15 minutes, you are losing a significant portion
of your transformational talent
#indeedinsights
You risk losing up to 4% of candidates with every minute you add to your application process
Source: Seven Step RPO #indeedinsights
Apply times vary dramatically at companies around the world
Shortest<1 minute
Longest52 minutes
Source: Indeed #indeedinsights
Some of the fastest application processes include:
1 minute 3 minutes 4 minutes 9 minutes
1 minute 1 minute 1 minute 1 minute
Source: Indeed #indeedinsights
If you have complex online job applications, you will lose most of your transformational applicants
#indeedinsights
83%100% 50% 11%
0screener questions
10screener questions
30screener questions
45+screener questions
The average company loses over 50% of qualified candidates to complex application processes
% of qualified candidates remaining
Source: Indeed
5 6 10 10
11 14 16 16
Companies with the fewest number of screener questions include:
#indeedinsightsSource: Indeed
Netflix’s application hasonly 5 fields for all positions (including senior-level and
hard-to-fill roles)
5 application questions
1 minute to apply
#indeedinsights
Companies with Indeed Apply receive up to 8X the amount of
qualified applicants
Source: Indeed data
Toronto, ON
#indeedinsights
500px makes it easy for candidates to view the job description while applying.
Their application only has 6 required questions, and they are upfront about
the steps involved in the application and interview process.
#indeedinsights
Today, candidates search for and apply for jobs on mobile devices
20% Mobile + Desktop46% Desktop Only 34% Mobile Only
#indeedinsightsSource: Indeed
Global labour trends will continue to increase the impact of top talent over the next decade
Automation Skills shortage Leverage through technology
Fewer people, bigger impact
#indeedinsights
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
Problem solving, strategic thinking, drive, self-direction, passion
Inspire top talent
Make it easy for top talent find your jobs
Keep your apply process simple
Create a great top talent
experience
Look for the 5 markers of
top talent
Give offers that matter to
top talent
Summary: How to recruit more transformational top talent
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