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Social media is game changer in talent war: KellyOCG on Malaysia

AvantiKumar | Jan. 5, 2015
Kelly Outsourcing & Consulting Group APAC VP Anthony Raja Devadoss said new findings show Malaysia is now ranked 4th in the world of workers using social media in making career decisions.

Anthony Raja Devadoss - KellyOCG 

Photo - Anthony Raja Devadoss, Vice President of KellyOCG, Asia Pacific.


According to the Kelly Outsourcing & Consulting Group [KellyOCG] latest index, Malaysia is now ranked 4th in the world of workers using social media in making career decisions.

Anthony Raja Devadoss, vice president of KellyOCG, Asia Pacific, said the 2014 Kelly Global Workforce Index [KGWI] showed that organisations were facing an ongoing scarcity of talents in the job market as more Gen-Ys and millennials now see social media and online tools as essential when making career choices.

"2014 KGWI survey report saw increasing number of employees use social media and online tools, such as online talent communities¹, as the medium to facilitate their career moves," said Devadoss. "This phenomenon is more inclined in APAC which stands out as a hot spot with about half (51 percent) the employees involving their social media network for employment decisions, which is significantly higher than EMEA (34 percent) and the Americas (30 percent)."

He said Malaysia was now ranked 4th in the world in term of workers use social media in making their career decisions. "At least, 60 percent of the local workforce use social media as a job search tool contrasting the global average of 36 percent."

However, Devadoss said less than 30 percent of job positions in APAC countries were landed via online job boards. "This opposing trend therefore warrants a re-think about how organisations engage the right talent. This is a pertinent issue as the worldwide talent gap continues to widen and projected to reach 81 million by 2018."

 Digital challenge

"Today's digital era presents both challenges and opportunities to the employers. There are greater opportunities than ever for employers to engage a wider pool of talents across industries, occupations, countries and continent," he said.
"Companies should consider integrating social media and online tools into their talent supply chain strategy in view of the growing importance of effective online and social media platforms to interact with current and prospective employees whether for branding or recruitment purposes,"  Devadoss  said.

In addition, as more online talent communities have formed, employees were becoming more willing to open up about work and workplace challenges, he said that the findings show participation in such communities was highest in APAC (25 percent) followed by the Americas (19 percent) and EMEA (10 percent).

"With a more open and networked business environment, employers have the chance to show available opportunities and become the preferred employer," said Devadoss. "This can improve the quality and speed of talent acquisition as well as retention rate. The concept of online talent community is still relatively new in Malaysia, but forward-thinking employers recognise it as the next generation of sourcing and social recruiting."

Other take-aways

He said other findings from the report for APAC talent market included:
- APAC attracts only 7 percent of global workers who are willing to be relocated in contrast Europe stands out as the choice of destination with more than one-third (34 percent) of workers have nominated.
-  However, local workers are far more willing than the global average to give up higher pay and/or career growth or advancement to learn new skills (66 percent versus 57 percent globally) and for a greater work-life balance (65 percent versus 52 percent globally).
-  More than 80 percent of APAC candidates prefer to apply job via digital /electronic resume or application. Online job boards are somewhat more relied on in APAC (27 percent) as compared to Americas and EMEA (24 percent and 26 percent respectively).

"Not only have online and social media approaches gained in popularity, they have raised workers' expectations that these concepts should be incorporated into their work life," said Devadoss. "Companies need to learn how to adjust to a 'new normal' as generations with different viewpoints enter and exit the workforce."

"Social media provides a competitive advantage but it is not the cure or the ultimate arsenal in the talent war," he said. "It's crucial for developing a hybrid strategy that takes the best elements of social media and alternative online methods together with traditional channels to attract, engage, and recruit talents."

Organisations will gain a better overview and understanding of talent with a comprehensive talent supply chain management process, said Devadoss. "Address your company's workforce challenges or gaps by evaluating your talent needs and how they fit into your company's human capital needs."

The 2014 Kelly Global Workforce Index is a global survey of nearly 230,000 respondents across 31 countries.


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