Use social media and smartphone apps to attract jobseekers in Singapore

With Singapore's talent shortage at its highest since 2008, today, skilled workers are in the driver's seat and employers need to work harder to find and attract candidates. One way employers can do so is to give jobseekers the experience they want when applying for new roles.

According to new research from ManpowerGroup Solutions, a company part of ManpowerGroup, technology can provide a better experience for today's jobseekers, provided it is tailored to candidates and combined with an in-person approach.

Surveying over 750 individuals aged 18-65 in Singapore, ManpowerGroup Solutions identified a new group of candidates known as Early HR Tech Adopters who have used at least three or more technologies in their job search during the past six months.

In Singapore, 13% of candidates are within this group - 24% are Gen Z and 38% are Gen Y (Millennials). The bulk of them view technology as an enabler of mobility, with 85% willing to move to a new city, region, or country.

Similar to Malaysia, social media is ahead of the curve when it comes to jobseekers' preferred HR technologies.

In Singapore, the top HR technology used by jobseekers are social media ads (30%), followed by smartphone app (24%), and texting with a company (15%).

Among the Early HR Tech Adopters, 73% have clicked on social media ads in Singapore. This group is also three times more likely to use smartphone apps to search and apply for jobs (74%).

ManpowerGroup Solutions' report noted the high rate of engagement with social media ads implies even passive candidates can be lured to click on targeted job advertisements even when they might not be actively job hunting.

Linda Teo, country manager of ManpowerGroup Singapore, said: "Singapore has one of the highest social media penetration rates globally. With every mobile device being either 3G or 4G enabled, Singapore presents opportunities for employers to use digital platforms to engage and enhance the job search experience for potential candidates, especially young adults who are increasingly using their smartphones to complete transactions.

"People are searching for jobs on multiple channels. To attract the very best candidates, employers should use algorithms and contextual re-targeting, which means using a candidate’s browsing history and correlating this to career interests. A customised strategy is the only way to go, blending great technology and great personal experiences. This is what creates a stand out candidate experience."

The report finds delivering a personalised and tailored message is key, with 19% of candidates in Singapore saying in-person interviews are their number one choice of interaction with a new employer. When culture and purpose are key priorities for candidates in choosing their next role, the face-to-face meeting is as valuable as ever.

Globally, 11% of candidates qualify as Early HR Tech Adopters, but their presence varies significantly by market. Candidates in India (31%), Malaysia (22%), Brazil (18%), Columbia (13%), and Singapore (13%) are more likely to be Early HR Tech Adopters. On the flipside, Czech Republic (5%), Canada (5%) and Japan (3%) rank last when it comes to the percentage of Early HR Tech Adopters.

This group of candidates tend to be young, urban, highly mobile and students, evenly divided between males and females.

Similar to Singapore, social media ads are a top choice for global candidates, with 30% having clicked on a job-related social media ad.

Infographics / ManpowerGroup Solutions