The secrets of talent attraction: Kelly Kendal, MD, Cordant People

Kelly Kendall, Managing Director, Cordant People, sponsors of the HR Distinction Awards 2019, talks to HRD Connect about the secrets of talent attraction, the primary challenges in attracting talent and the role of technology in its future.

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What makes an exemplary talent attraction strategy?

You need a robust understanding of what’s going on in the economy, an understanding of what technology can attract a high calibre candidate, as well as having a creative and flexible approach to talent attraction. For us that is made of two streams; firstly, a partnership with a client to ensure they are portrayed as an employer of choice in their respective market and secondly, providing insight to our clients so we can future proof their recruitment strategies. Ensure your website SEO rankings are managed effectively and continuously improved as search results for jobs continue to rise. Demonstrate to candidates how you can add value to their career, whether it be training, qualifications, progression schemes, as well as offering as many benefits as possible; you really need to showcase these to attract the top candidates, to add interest to your organisation.

What’s the biggest mistake you find companies make when trying to attract talent?

Not being receptive to change and not being aware of market changes and challenges so a flexible approach is required. Also, make sure it’s not all about money; if you are attracting someone by paying them more, then when the next person comes along with a bigger budget you will lose them. It’s also important to track and learn where your candidates are coming from and invest your time in those areas. Candidates hate pre-employment tests so we advise against having those i the recruitment process, and instead keeping the whole experience personal, flexible and enjoyable.

Which emerging technology do you think will have the greatest impact on talent attraction in the near future?

The key is engaging with each demographic of candidate in the way that they want to be engaged with, while still having a robust recruitment and selection process. The solution will depend on the candidate and sector, so important to think about how you are recruiting and who you are trying to attract. There is a lot of technology coming onto the market, for example online portals offering virtual assessments and interviews to support the candidate’s journey. Social media has also transformed the way we can attract candidates online and head hunt in a different way.

What’s the greatest challenge facing recruitment right now?

The candidate shortage, There are less than two candidates available for each vacancy. Educating employers to understand the effect that low unemployment is having on the market – emphasis on flexibility, pace and urgency. If clients are keen to embrace knowledge about the market and be flexible in their processes, then these challenges can be overcome.

What does it mean to Cordant People to sponsor the HR Distinction Award for Talent Attraction?

It’s an absolute privilege to be able to recognise the innovative and creative strategies that organisations are using to attract quality talent. We are always keen to work in partnership with forward thinking businesses who share our values, to elevate both brands and celebrate excellence in our field.