Innovation is becoming an increasingly important word in the HR sector. The ‘need to be innovative’ in the current climate is key for every business, no matter what the size – but why? Seen as a way in which to retain (and train) key personnel, it is also being used as a way in which to drive recruitment. And, if you look at the global picture, its importance should come as no surprise – in each sector, technology and innovation is being hailed as a way in which to breakthrough economic constraints and ensure growth.

In the HR sector however, innovation can be seen as more than just this. It is a way in which to evolve the industry, providing a richer, more satisfying experience for employees and helping employers to retain talented staff. The latter is something which is imperative as candidates have proven that innovation is important to them; across a multitude of sectors they are demanding innovation at every level. From their first interaction with an employer, to long after they leave, innovative methods and tactics have a demonstrable impact on how a brand is viewed.

Sprigg Talent Management Systems

Through innovation in the recruitment process companies can ensure they stand out from the crowd. Futurestep recently conducted global research, looking at innovation in HR and what employers need to do to ensure a satisfied workplace. The Innovation Imperative study highlighted a common belief that innovation represented improvement. It showcased a company that thought out-of the-box, was ahead of the curve and brave enough to do things differently in order to continually improve.

Here we look at how North America differs, if at all, from the rest of the world, across the employee lifecycle: recruitment, engagement and development. We will discuss what the future looks like, how North American companies can ensure they are competing at a global level and the way in which innovation is key to their business growth.

78% of North American candidates say their motivation levels are influenced by innovation

North Americans bridged the gap between Europe and BRIC nations when it came to innovation and motivation. With a slightly higher figure than their European counterparts (76%), compared to the BRIC nations it was noticeably low. Of the BRIC nations, Brazil valued innovation as a motivational tool the most, with 89% saying it influenced them; meanwhile 85% of workers in India and 83% of those working in Greater China were influenced by the innovation in their workplace.

69% of Professionals and 66% of candidates voted products and services as the most likely path to innovation

For the North American market, perhaps unsurprising for a country which can boast both the headquarters of both Apple and Google, products and services were heavily weighted as a measure of innovation amongst both HR and recruitment professionals and candidates. A sign of its technology history perhaps, candidate response here was the highest across the report.

Only 41% of Professionals have an R&D budget

Yet despite its deep-seated technology heritage, North America had the lowest percentage of access to R&D budget by Professionals globally. This shouldn’t suggest there isn’t room for improvement however as 26% of HR professionals suggested there was.

Even more worryingly, 77% of North American Professionals believe that innovation in recruitment and talent management is key to achieving growth targets. This figure is reflected in the Candidate market with 74% believing the companies in the US need to be doing more to demonstrate innovation in recruitment and talent management. Outside of the HR department however this belief isn’t reflected, only 47% saw the wider organization value innovative approaches however, which perhaps gives some insight in to the lack of R&D budget.

Globally we want creative interview techniques

At the Recruitment stage, globally, the need for innovation was pronounced amongst candidates. 49% of North American respondents voted creative interview techniques as their first choice; a view that was reflected across the board, with both BRIC and European candidates opting for the same.

55% of Professionals in North America value the potential impact of professional networking sites, such as LinkedIn

When it came to tools to communicate however, globally there was disagreement. Candidates in North America valued direct contact (47%) and the use of professional networking tools, such as LinkedIn (37%). Similarly, as we can see, Professionals valued LinkedIn too, posting a higher than average (41%) view on its impact.

Yet, despite the positivity on professional networking tools, North American respondents were less convinced by the growth and influence of bespoke online communities. Only 13% of respondents in North America expected this to become important in attracting talent, compared to Greater China, for example, where 34% believed the influence of these bespoke communities would rise in the next 12 months.

Flexible working is of great importance to North Americans

When it came to benefits however, there was perhaps, a more traditional desire. 63% of candidates and 55% of Professionals citing flexible working as the most impactful tactic at the Engagement stage, it is clear that North Americans value their ability to work from wherever they need. The highest figures for both parties, globally, unfortunately, this alignment failed to continue through to the development stage.

This alignment fell away at the development stage however, with 60% of candidates, unsurprisingly perhaps, favoring implementation of performance related bonuses, in comparison to only 41% of Professionals.

Globally, the HR industry is changing. The way in which employees are being recruited alongside what they are looking for from a company when they have been, is continually evolving. The US employment market, viewed as one of the most exciting and diverse globally, is also at this crossroads. In order to keep its most skilled talent and get the best from them, it too needs to make the case for innovation in its methods, or risk losing employees to global competition.

By William Sebra, President, Futurestep North America

Leave a Reply