HR anticipates “leapers” replacing “lifers”

The survey by human capital management consultancy Penna, also found that 92% of senior HR professionals consider CSR policies important to employer brand, recognition perhaps that social responsibility is key to the recruitment and retention of the ‘X’ and ‘Y’ generations. However, whilst this recognition of CSR is positive, only a fifth are convinced that their employer brand is aligned with business objectives. This gap between image and reality may underlie retention problems amongst staff who feel they have been ‘miss sold’ their job. Anne Riley, managing director of Penna Recruitment Communications says: “Companies that want to compete for this new generation of candidates must think creatively and comprehensively. Employees are increasingly sceptical of corporate messages and management speak. If the role and the workplace culture don’t match up to expectations, they are not afraid to jump ship, whether to a more rewarding employer or to start their own business. “Once they have left, these disillusioned ‘leapers’ will have few qualms about sharing their negative experiences and disputing alleged brand values. In the internet age such ‘word of mouth’ dialogue has far wider repercussions than ever before.” Other findings of Penna’s research include: - 76% of respondents feel they have buy-in from the board of directors over their resourcing strategy - Over half (56%) anticipated recruiting staff from abroad to fill skills gaps - In most organisations (60%) employer brand is driven by a combination of HR and marketing - Only 56% believe their employer brand strategy works well - Only 22% of respondents think that future attraction and assessment will be done entirely online The research was carried out at a recent Penna sponsored strategic HR network event on recruitment and retention.