There is a war for talent happening among multinational brands as the global divide widens in wealth, human competency, access to resources and social media literacy – making peak performance candidates highly sought after assets. To engage with top caliber talent, human resource management is becoming more innovative, creative and social to filter candidates who are both fit for purpose as well as brand culture. We have identified three key areas where human resource trends provide new opportunities to achieve differentiation within the corporate recruitment space: Recruitment channels are changing Talent expectations are different Recruitment techniques are adapting to the Web 2.0 ecosystem

1. CORPORATE
RECRUITMENT
REDEFINED
Trend and Innovation
Thought Leadership
December 2015

2. © Copyright Lacuna Radar Ltd 2015
CORPORATE RECRUITMENT: TREND RELEVANCE MAP
Highlighting the most relevant HR trends linked to strategic themes

3. 1. RECRUITMENT CHANNEL TRENDS
Human Brands
Refers to brands that embody a transparent, empathetic approach to consumer
engagement. They are characterised by products and services that are designed
around the needs of their consumers, and communications that resonate with issues
that consumers are concerned about. Human Brands successfully boost brand
loyalty by proactively addressing issues consumers are concerned about.
User Generated Content
Refers to people creating free content for companies on their websites and social
media channels as part of social media campaigns which capitalizes on the greater
trust placed in the opinion of peers, family and friends than a company
spokesperson.
Gamification
Refers to the application of game-design and gaming mechanics to better engage
users or audiences with problem-solving, goal-achievement or tasks with social
elements. Gamification is a popular technique applied to, for example, creative
engagement models, user-experience design of mobile and web apps, retail
rewards, health-tracking and personal financial management.

4. © Copyright Lacuna Radar Ltd 2015
HUMAN BRANDS
Fiat Chrysler gives free college tuition to employees’ children
and spouses
Fiat Chrysler Automobiles is covering college tuition to Strayer University for the
spouses and children of workers at all of its 118,000 Chrysler, Jeep, Dodge, Ram
Truck, and FIAT dealerships nationwide. The educational drive is targeted to
retain current employees and attract new ones. The turnover rate at some Fiat
Chrysler Automobiles dealerships has been 35% at least once every 12 months
and turnover in showrooms alone was between 45% and 60%.
Starbucks developed a College Achievement Plan for its
employees
In June 2014, Starbucks launched its College Achievement Plan, a partnership
with Arizona State University covering tuition fees for its employees (or
“partners”) to complete their bachelor’s degrees. Since the start of the College
Achievement Plan, Starbucks has substantially increased its recruiting and
retention with 63% of new hires at Starbucks expressing interest in taking
advantage of the tuition benefit.

5. © Copyright Lacuna Radar Ltd 2015
HUMAN BRANDS
Lunchcruit Offers Free Lunch with Interesting Startups
Lunchcruit helps candidates build a wider network with sit-down meals. Just like
Ok Cupid or Tinder, the website lets job-seekers browse through companies
(mostly startups) and pick one that they’d love to know more over a meal. To
book an appointment, they have to provide their field of expertise (software
engineer, designer, etc) and city. Lunchcruit then searches its database for
companies related for their field of interest. After taking their pick, a
representative from the company will decide if they are interested in this
candidate. If so, they will set up with a free lunch.
L'Oréal Uses Emojis and Selfies to Transform Its Hiring
Process
Looking to capitalize off on the Selfie trend, L'Oréal had its own idea: Have
their recruiters take selfies with the hires that stood out to them. After
collecting more than a dozen, L'Oréal put them all on a webpage, where
visitors were encouraged to follow the company on LinkedIn for more content
like it. Along with generating more followers, the move humanized the
company’s recruiting team, and made L'Oréal feel like a place where people
really care about each other.

6. © Copyright Lacuna Radar Ltd 2015
USER GENERATED CONTENT
L’Oreal asks employees to share
advice they would give their
younger selves and more
L'Oréal decided to ask their own
employees what advice they’d give to
their younger selves. The campaign
proved successful, as thousands of people
viewing the content, with many of them
either following L'Oréal on LinkedIn or
applying for a job at the company.
Overall, the content above drew an
average of 50,000 unique visits a month
to L'Oréal's recruiting pages and fuelled
the growth of the company’s LinkedIn
following, which now stands over 700,000
people. Additionally, it showcased L'Oréal
as a cutting-edge, creative company,
which precisely matches their employee
value proposition (EVP).

7. © Copyright Lacuna Radar Ltd 2015
GAMIFICATION
Ogilvy One launched the world’s greatest sales person
campaign
To add quality talent to their sales team advertising agency OgilvyOne
launched a clever recruitment campaign to find 'The World's Greatest
Salesperson'. Using a dedicated YouTube channel and targeted social
media campaign they invited applicants to sell them a brick! Top
contestants were given a chance to pitch at the Cannes Lions
International Advertising Festival and the winner received a 3 month
paid fellowship with the agency.
Mastercard Canada - internship social media challenge
Using the hashtag #internswanted, Mastercard Canada gave college
students the chance to compete for an internship on social media.
Applicants each submitted an idea for a product, app, or technique to
help the company move towards creating a cashless future. Contestants
were judged on the amount of 'likes' and 'retweets' their ideas got. They
received 532 qualified candidates, and expanded their program to hire
an additional intern due to the talent quality.

8. 2. TRENDS IN TALENT EXPECTATIONS
Conscious Consumer
Refers to that consumer who actively seeks out authentic and sustainable goods
and services. They are willing to pay premium prices for what they perceive to be
ethical brands as a way of expressing support, or investing in, a particular cause.
The Conscious Consumer may also boycott brands believed to be harmful to
society.
Collaborative Consumption
Also known as the sharing economy, it refers to the fundamental shift from
ownership to access. Driven by the economic downturn, the rise of Web 2.0 and an
emphasis on community by Millennials, Collaborative Consumption is an emerging
movement that sees industries being disrupted by entrepreneurs who seek to
generate value through communities of shared, under-utilised assets.
On-the-go Consumer
Refers to the rise of consumers who are time-constrained and always on the move.
These consumers are unlikely to walk into a store or sit down at a restaurant, and
would rather opt for products, services and technologies that have been
specifically designed to facilitate life on-the-go.

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CONSCIOUS CONSUMER
H&M Highlights Values in US Recruitment
The recruitment campaign features 50 employees telling their personal
success stories and talking about H&M’s benefits and commitment to
diversity and sustainability. The campaign, which emphasizes what is
possible at H&M, will also include outdoor billboards, in-store displays
and a college tour in an H&M Airstream. While H&M pays more than the
$12.03 national average for full-time sales associates, the recruitment
campaign’s focus is on flexibility, social responsibility and personal
fulfilment over straight salary.
Millennials’ quest for meaning is changing the
recruitment landscape
A research by MaRS Discovery District and career platform Bmeaningful,
revealed that 83% of Millennial students are willing to take a 15% pay cut
for a company that matches their ideals, and are having interest in
careers that blend a good salary and a good cause. It also highlights the
importance of a retention strategy to keep top Millennial talent engaged
with social initiatives authentic to the company, beyond just cheque book
philanthropy.

10. © Copyright Lacuna Radar Ltd 2015
COLLABORATIVE CONSUMPTION
Attitudes to employment and loyalty are changing
A survey of US Millennials in the workplace was conducted by Elance-
oDesk and Millennial Branding. It explains that freelancing remains an
extremely attractive option for Millennials, citing flexible working times
and locations, and the ability to choose work that is interesting to them
as the main reasons for not signing a permanent contract at any one
organisation. By retaining a degree of flexibility and changing jobs more
often, Millennials believe they are more able to ascertain the variety of
skills and experiences necessary to start their own businesses. More than
three-quarters (79%) said they would like to be their own boss.
Elance/oDesk started the Gig Economy
Elance - oDesk is an online staffing platform based in Mountain View,
California operated by Upwork. A merger with oDesk, another online
staffing platform, was confirmed in December 2013. The deal was
finalized in April 2014 and the two companies will create a resource that
consists of 8 million freelancers and 2 million businesses.

11. © Copyright Lacuna Radar Ltd 2015
ON-THE-GO CONSUMER
Work anywhere- SpareChair is a co-working app for the
Airbnb generation.
SpareChair is a micro-co-working service that enables people to rent
their desk space to strangers in return for a small fee and some
company. Seats range from a spot at a dining table or a desk in a
traditional co-working space to a professional creative studio or a
corporate meeting room. SpareChair hosts can advertise as many or as
few spaces as they like and benefit from being able to control their
working environment better than, say, a wifi-enabled café, where finding
a space and dealing with noise can be disruptive.
Global Go-Getters
Jobbatical, a neologism made from ‘job’ and ‘sabbatical’, is a platform
connecting employers in far-flung corners of the globe with travel-
hungry Millennials who want to start saving for life’s big purchases. The
jobs board features short-term job offers for teams from 39 countries,
including opportunities such as a computer vision and graphics designer
for a posting in Bangalore and a Ruby on Rails expert in Vietnam. The
service is tailored towards programmers and designers as domain
expertise is in great demand in developing countries.

12. 3. TRENDS IN RECRUITMENT TECHNIQUES
Personalisation
Refers to methods brands use to customize products and services to suit consumers'
specifications. It generates more sustained customer engagement by catering to
growing consumer desires to express their individuality as well as the status acquired
by tailoring a brand to their needs.
Social Recruitment
Refers to companies using social networking sites to review job applicants’ profiles
and candidates actively using their social media channels like Facebook, Twitter,
Xing and LinkedIn to search for opportunities.
Crowdsourced Communities
Refers to the growth of social networks and peer-to-peer groups that connect
individuals around the world to solve problems, generate ideas or exchange
knowledge on similar topics, collectively. They include special-interest groups on
Facebook, Reddit and LinkedIn.
Predictive Personalisation
Predictive Personalisation is the result of successful data-mining and analysis, where
brands are able to deliver targeted offerings to individual consumers. This has
applications beyond retail.

13. © Copyright Lacuna Radar Ltd 2015
PERSONALISATION
Red 5 Studios offered personalised iPod to dream
candidates.
Competing with larger software companies for the same pool of talented
candidates, Red 5 had to think outside the box. They selected 100 'dream'
candidates (all employed elsewhere), used social media to research them
extensively and sent each a personalized iPod complete with a message
recorded from CEO Mark Kerr covering the candidate's previous work and
inviting them to apply. 90 out of 100 recipients responded and 3 left their
jobs to join the Red 5 team. A big win.
Ad Agency Channels James Bond To Poach Talent
In order to attract creatives from the country’s top companies and also
demonstrate what a “fun agency they are to work for,” Dubai ad
agency FP7 placed mobile phones inside fake ad industry books and mailed
them to creative professionals that they wanted to poach. Each “Poaching
Phone” was placed inside fake industry self-help books that were custom-
designed to match the target recruit’s interests. The phones were also
programmed with a single number, the number of FP7’s executive creative
director.

14. © Copyright Lacuna Radar Ltd 2015
SOCIAL RECRUITMENT
Recruitment In China Goes Social
The Chinese big three ChinaHR, 51Job and ZhaoPin have dominated the
Internet recruitment market for nearly ten years, but things are now
moving towards Sina Weibo, Renren and other social tools. Symantec
China leverages social to recruit their talent. Their micro-blog account
has 5000+ followers, receives 10 messages per week that translate to 3-
5 candidate interviews each month. Finally, Symantec hires 1-2
candidates per quarter leveraging Chinese social networks.

15. © Copyright Lacuna Radar Ltd 2015
CROWDSOURCED COMMUNITIES
Renren Headhunting
Renren, a Chinese Facebook clone, targets at a younger generation of users,
and has built up a successful campus recruitment app. Many companies
popular among students have cooperated with Renren, such as Baidu,
Tencent, Lenovo and Volkswagen. Users, employees, company recruiters, or
even members of the public, are encouraged to post jobs and partake in
recruiting process with rewards . Once your referral gets hired, you can get
the reward, and sometimes the amount could be very big.
Get Paid for Job Referrals With This New Crowdsourced
Recruiting App
ReferralMob seeks to capitalize on the positive impact that referrals can
have—and moreover, make them easier to facilitate by leveraging the power
of crowdsourcing. Best of all, ReferralMob makes sure that people get paid
for referring successful hires. After you refer a colleague, friend or
acquaintance to a job, you can split up the check once they land the position.
The average reward is $6,000. And even if their referrals aren’t hired, active
app users can still score points and win prizes.

16. © Copyright Lacuna Radar Ltd 2015
PREDICTIVE PERSONALISATION
JobandTalent: Matchmaker &
online headhunter
jobandtalent is the leading job
matching platform. It was founded in
2009 by Juan Urdiales and Felipe Navio
with the purpose of making the job
hunting process easier for all types of
professionals. jobandtalent's algorithm
acts like a virtual recruitment consultant
that analyses hundreds of thousands of
jobs and suggests suitable vacancies
taking into consideration their
candidates’ preferences and
professional profiles.

17. © Copyright Lacuna Radar Ltd 2015
BIG SOCIAL DATA
Jobvite - the firm that helps Twitter and LinkedIn
recruit tech talent
Jobvite lets companies post job openings and then disseminate and
monitor how those job vacancy alerts perform across other sites and
recruitment services. It sends ads not just to more predictable forums
like monster.com, but also social networks and Glassdoor and LinkedIn,
and then monitor how well those ads do, so that companies can either
modify their approach or cut out certain channels altogether.
Connectifier, The AI Powered Startup By Ex-Googlers
Connectifier helps recruiters find, qualify, and contact exceptional job
candidates by leveraging a constantly growing database of more than
300 million candidates. Connectifier Sidebar is a web browser plug-in
that pops up whenever a user views a profile on a social site like
LinkedIn or GitHub to provide additional information like email
addresses and phone numbers. Connectifier Search allows users to
search Connectifier's candidate database directly.

18. © Copyright Lacuna Radar Ltd 2015
CONNECTING THE DOTS
Lacuna uses a 6-Step methodology to convert trends into Front End Innovation (FEI)
1.Trends 2. Scenarios
3. Opportunity
Spaces
4. Customer
Insights
5. Unmet Needs
6. Idea
Generation
Lacuna Radar: Tailored technology platform
Lacuna Radar is a comprehensive, cloud-based solution to sustainably identify, organise and manage cross-
industry trends, technologies and competitor related information within a single platform that manages the
Front-End Innovation (FEI) pipeline. See www.lacunaradar.com
Lacuna’s unique 6-step methodology incorporates the use of this intuitive technology platform to convert
trends into FEI. Lacuna Radar contains up-to-date, curated trend content plans to provide brands with an
innovative advantage, supported by.
•Lacuna Radar Quarterly Reports on the latest trends, insights, inspirations and technologies
•7 Trend Labs with specialist insight into 160 leading trends
•A database of over 3000 inspirations
•Trend Content Plans are available by sector e.g. food and beverage, financial services, packaging etc. with
geographic filters by region e.g. Europe, Africa and Asia
Each Lacuna Radar is custom-designed and tailored to enhance our clients’ innovation portfolio. It is used
by some of the world’s leading luxury brands, across varying industries and diverse markets with tried and
trusted results.

19. For further information contact
Merle O’Brien
PhD.c MPhil Future Studies BA FPRISA
Head: Foresight, Trends & Innovation Thought Leadership
merle.obrien@the-lacuna.com
@lacuna-innovate | @merleobrien