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Top Recruiting Trends of 2019 – Part 2

Top Recruiting Trends of 2019 – Part 2

In our previous blog post, we covered four of the top recruiting trends for 2019: recruitment marketing, AI tech, soft skills hiring, and collaborative hiring. It is essential for any company to attract the most talented, skilled, and well-suited people to join your team. These recruiting strategies are just a few of the options at your disposal.

In this article, we explore two more top recruiting trends: employer branding and diversity hiring. Bring your workforce into the future by actively putting your brand out there and cultivating a uniquely diverse team. Here’s how:

Employer Branding

We touched on employer branding in the first blog post in this series, as an element of recruitment marketing.

Whether your company is a multi-national organization or you run a local business with just a few employees, your reputation as an employer feeds into your public image. Especially when it comes to attracting new talent.

That’s exactly what your employer brand is: the sum of qualities, attributes, cultural elements, brand vision, employment benefits, and opportunities for professional growth that make candidates want to work for you. Everything a candidate has ever read, experienced, or heard about you – whether intentional or not – feeds your employer brand and helps future employees determine their level of attraction to your company.

A strong employer brand will set your business apart from the competition and establish you as the number one place for someone to build a career.

Not sure how to get started with your employer branding? Here are a few tips to get you on the right track:

  • Know your Employee Value Proposition
    Take a close look at what makes your organization unique from an employee perspective. Communicate clearly about your employee value proposition wherever you interact with prospective employees, from job postings to social media content. (Hot tip: it’s becoming more common to include salary and other elements of compensation in job listings, especially in highly competitive fields.)
  • Be consistent
    Corporate brand and employer branding have to be aligned. Even though they are aimed at different audiences, brands use a lot of the same online channels to interact with customers as they do with job candidates. So: be consistent.
  • Authentic storytelling
    People want to see what it’s like to work for your company. Use (live) video, photography, blog posts, social media posts, and employee testimonials to showcase real people and authentic experiences. What better way to make your brand personal? (Pro tip: Textmetrics can help by optimizing any written content with the best keywords for your target audience.)
  • Share from within
    Happy employees are your best brand advocates! Get your team members to share their own employee experiences within their own online networks.
  • Make room for interaction
    Don’t just push information out there, but offer opportunities for interaction. Chatbots, live webinars, and even #AMA Ask Me Anything sessions all allow potential employees to get to know your company culture.
  • Act on feedback
    Use reviews of your company from online platforms like, as well as current and former employee experiences, as a source of feedback. Then implement that feedback to make positive changes within your company.

Most importantly, talent recruitment and company culture feed each other — it’s a two-way street. Hiring the right people helps foster the culture within your organization. At the same time, showcasing authentic employee experiences on your available online channels helps attract the most talented, passionate, and highly engaged employees. Having those elements in harmony leads to long-term talent retention.

Diversity Hiring

Just like AI technology in our previous blog post, diversity hiring is one of the recruitment themes that remains relevant in 2019. Encouraging diversity and inclusivity within the workplace means actively recruiting and employing individuals from different age groups, religions, genders, ethnicities, abilities, sexual orientations, economic backgrounds, geographic locations, and more.

Taking an active approach to diversity within your organization isn’t just the right thing to do ethically — it is also an excellent business strategy. Diverse teams bring unique viewpoints and fuel innovation, giving your business an incredible competitive edge. Companies with increased diversity within their employee base actually tend to see increased financial returns. It also makes your company a lot more attractive as a potential employer in the eyes of future talent.

There are so many complex angles and elements to diversity hiring, that it can be hard to know where to begin. Consider these tips as a starting point:

Check your bias
To minimize (unconscious) bias in the hiring process, find out where you could be alienating or ignoring particular groups of people. Are you proactively approaching candidates from diverse backgrounds to apply? If applications are being assessed by just one person, a larger hiring team might help simply by bringing a wider range of opinions to the table. Incorporate AI tech to filter names and other distinctive markers from candidate applications. Your team will never be diverse if you aren’t considering diverse candidates from the start.

Commit to diversity
Diversity can’t just be a token; it needs to be embedded in your company’s identity. At all levels of your organization, make a commitment to diversity and inclusivity, communicate your intention publicly, and integrate it in everything you do. That includes showcasing visual diversity on your website and in your brand marketing as well as using gender-neutral language on your company careers page. Be sure to organize diversity training for existing employees in order to foster an inclusive company culture that embraces uniqueness.

Show your diversity
Let candidates experience that you’re committed to diversity, starting with the hiring committee! A recruiting team that embodies diversity can help prospective talent envision an employer that will make them feel valued for who they are as an individual. This practice should extend beyond just the visual into policies like benefits for same-sex domestic partners, flexible work schedules or remote work options to make childcare more accessible, or access to mental health programs.

For more recruiting trends, take a look back at part 1 of this blog series and keep an eye out for the third and last part, coming soon.

And for content optimization at every level of your recruitment process, contact the Textmetrics team. Textmetrics will assist you with real-time suggestions to write high-quality content for your audience.

Get in touch to discuss how to implement Textmetrics in your organisation

Top Recruiting Trends of 2019 – Part 1

Top Recruiting Trends of 2019 – Part 1

In an ever-changing employment market, it pays to be innovative in your hiring practices! As an employer, attracting the right people to join your team is key. Using the best processes to approach, attract, screen, and hire new talent can save time and money, and will ensure that you’re drawing in the very best employees. In this blog post, we will share 4 of the top recruiting trends for 2019, from game-changing HR technology to creative methods that will change your approach to recruiting.

Recruitment marketing

In this candidate-driven job market, the importance of recruitment marketing cannot be overstated. Today’s job candidates are increasingly more internet savvy, and they will gather in-depth knowledge about your company before ever setting foot through the door. That means it’s important to paint a clear picture of your organization and the jobs you have to offer wherever prospective employees might be active online.

Recruitment marketing follows many of the same principles of regular marketing, so keep marketing best practices in mind. Some key tips:

  • Highlight your employer brand

Make sure your website and social channels accurately represent what your company is all about. Include team photos, employee testimonials, and videos to show prospective job applicants exactly what it’s like to work for your organization. What are the unique reasons that make your employees want to work for you? Highlight what you bring to the table as an employer and lay out your employee value proposition clearly. (Read more about this in part 2 of this blog series which is coming soon.)

  • Define your ideal candidate

Create a candidate persona or avatar that reflects the skill set, experience base, goals, and personality of your ideal employee. Use that information to create targeted messaging and to analyze on which platforms you should be advertising and communicating. This ensures that you’re targeting potential candidates who will be the best fit for your company.

  • Provide excellent candidate experience

The job market is increasingly occupied by younger generations who expect a certain level of tech-friendliness in their job search and application process. Pay attention to mobile in your recruitment marketing by making job pages and application forms easy to access on a smartphone.

  • What are your competitors up to?

Find out how competitors in your field are attracting talent and learn from their approach, whether it’s good or bad.

AI Tech

AI tech is a huge development in recruiting and HR technology. Using artificial intelligence in the recruitment process can help automate much of the time-consuming manual work involved, like the screening of candidates, and can help you discover new ways of hiring talent.

  • Data analysis

AI tech can be of incredible assistance in screening job applications, resumes, and CVs for matching skill sets and experience levels. This automation of low-level tasks streamlines workflow, saves time, and reduces operational costs. AI tools can also use data analysis to engage in job matching. Essentially it can flag when a candidate is better suited for a different job offering within your organization, ensuring that you match the right talent to the right position every time.

Use AI technology in the early recruitment stages, too, to improve the quality of your job posting! This is where Textmetrics can help by making real-time text suggestions and improvements during the writing process.

  • Virtual assistance

AI can act as a virtual assistant to contact applicants, schedule interviews, manage calendars, and even analyze interactions. Yet another way to save time and effort.

  • Removing bias

AI algorithms can be trained to remove or disregard certain markers in a job application (like name, gender, and age) that could lead to unconscious bias in the candidate selection process. Entrusting that early selection to an automated process can greatly improve the quality of your candidate pool.

  • Ad targeting

AI technology can target candidates based on their online behaviour. Analyze the online habits of anyone who may have visited your company’s job page and target people who are researching similar jobs. Then use that data to serve posts about your company’s culture and ads for the positions your company has to offer.

Hiring people with future-proof (soft) skills

A LinkedIn report earlier this year demonstrated that, in this era of booming technology, recruiters are struggling more than ever to find people with excellent soft skills, like listening skills, empathy, and strong communication. Those soft skills are essential in teamwork, collaboration, leadership, problem-solving, and flexibility in the workplace. They are the skills that ultimately drive success and can help future-proof your workforce.

The 5 most important soft skills currently in demand are:

  • creativity
  • persuasion
  • collaboration
  • adaptability
  • time management

So how do you go about hiring new talent with strong soft skills?

  • Determine the key soft skills that are of value to your company.
  • Keep interviews consistent and have a formal process to track and analyze candidate performance in a transparent way.
  • Add a tech element to your interviews and application process. Traditionally, asking behavioural questions is a great way to get some insights into a candidate’s soft skills. But take your process to a higher level with online assessments, like games and quizzes. Those will result in data that is less subjective to assess and much easier to analyze, which will limit bias.

Collaborative hiring

Where job recruiting and hiring used to be the exclusive territory of HR departments and hiring managers, the collaborative hiring model takes a whole new approach. This type of team-based hiring requires the involvement of people from multiple departments and various levels within the organization (including employees that would work below the new employee), essentially extending the hiring team.

The great part is, collaboration can happen at any and all stages of the hiring process. It starts with building the job description and extends into attracting/referring prospective hires, candidate interviews, final decision-making, and the onboarding of new talent.

The benefits of collaborative hiring are quite amazing. Collaborative hiring can:

  • take some pressure off the HR team or recruiter.
  • get whole teams, departments, and companies to share responsibility and get on the same page.
  • offer a stellar candidate experience, with opportunities to ask important questions about company operations, the culture of the organization, and employee experience. This especially helps with employee retention.
  • limit unconscious bias by increased transparency and more diversity in viewpoints.
  • build company culture and improve team dynamic by including employees of all levels in the recruitment of future team members.
  • lead to improved employee engagement as they become more invested in the hiring process and experience transparency. This also leads to an easier onboarding process.

When it comes to collaborative hiring, it’s also important to have the right software in place. The easier it is for the team to share documents, data, and updates, the quicker and easier the hiring process will be.

This was just part 1 of our 2019 recruiting trends. Keep an eye on the Textmetrics blog for more. And of course, contact Textmetrics to find out how our tools can help streamline your recruitment process.

If you wish to know more about how Textmetrics can empower your recruitment process with A.I, get in touch with us!

Get in touch to discuss how to implement Textmetrics in your organisation

Tips for optimizing your emails

Tips for optimizing your emails

Have you ever kept track of the number of emails you write in a day? It’s bound to be quite a few, and that’s when unnecessary mistakes get made. In many cases, emails are hard to read, contain too much jargon, or their purpose is unclear. In this blog post, we’ll offer you some practical ways to optimize your emails. And to help you even further on your way, you can download our handy add-in for Microsoft Outlook.

Every day we are inundated with emails. From annoying spam to interesting news and important messages from work. By now, you’ve probably developed a radar that allows you to delete any unimportant emails immediately and procrastinate on emails that are harder to deal with. And you’re not the only one since almost everyone dealing with high levels of email traffic every day operates the same way. So how do you ensure that your important email catches the recipient’s attention? Read through our checklist so that your future emails will get read and understood.

Tip 1: uphold your credibility as a professional

First of all, it’s important to remain polite at all times. ‘Quickly whipping up’ an email can result in a message that comes across as too emotional, often leading to misinterpretation by the recipient. Aside from that, you really don’t need an exclamation point at the end of every sentence and you should probably leave emojis out of the mix altogether. Those are cute in WhatsApp but don’t exactly add any value to a professional email. The same goes for greetings like ‘Hey’ or ‘Hi’. Those are a no-go in work emails. And remember that one coworker who flags every single email as ‘high priority’? Definitely don’t do that either.

Tip 2: think about the presentation

Aim to present the right amount of information in the right way, making it more attractive to your reader. You can achieve that by stating your key message at the top of your email and placing any less important information below. Try to tackle one problem or issue per email, to avoid making things overly complex for your reader and losing the point of sending the email in the first place. Next, it’s smart to keep things short and sweet. Use a maximum of 150 words, and avoid jargon and complicated words. Research shows that content written at a B1 level is generally the easiest to comprehend.

Tip 3: help the reader to scan

It’s a fact that we don’t read every single word of a piece of on-screen text. We scan the content in an F pattern. Use that knowledge to make emails easier to scan for your readers. You can format and layout the email in such a way that you guide the recipient through the most important points. If it’s impossible to avoid writing a longer email, be sure to use subheads, bullet points, and short paragraphs. Avoid caps lock and bold fonts, since those can be perceived as annoying.

Tip 4: write a captivating subject line

Your subject line can make or break your email. Aim to give your email subject some extra attention and don’t fill it out until after you’ve written the email. Use active verbs and summarize your message in a concise way (up to a maximum of 55 characters). That should trigger the recipient to open your email.

Tip 5: check and double check your own emails

Your ‘casual’ email could be interpreted very differently by someone at the management level, potentially leading to unintended consequences. Always be aware that the entire company could be reading your emails. That means you should check and double check your email carefully before hitting send:

  • Use spellcheck.
  • Read the email from right to left, allowing you to discover any mistakes more quickly.
  • Make sure the key message is clear.
  • Check people’s names and titles.
  • Ensure that you have added the necessary links and/or attachments.

Keep up your good reputation!

The tips above will help you send better and more straightforward emails. These days we are so used to sending online messages that we’re often too quick to hit the send button. How often do you forget to add the attachment and how often do you catch yourself making serious spelling mistakes? These kinds of missteps can leave an unprofessional impression, negatively impacting your good reputation within the company. Thankfully, that’s easy to avoid by taking the tips listed above into consideration.

To make things even easier for yourself, you can download our add-in for Microsoft Outlook. It will automatically inform you when you (unintentionally) are using too much jargon, caps, or emojis. On top of that, the tool presents you with real-time practical tips, allowing you to further optimize your email and protect your professional demeanor.

Improve readability? Write at the B1 level

Improve readability? Write at the B1 level

You write the most beautiful content. You make sure it’s shared on social media. And you have an excellent website. Even so, the likes, shares, and engagement from your target audience are lacking. Sounds familiar? You’re likely making readability too tricky. The Common European Framework of Reference (CEFR) can help make your content more readable. Helping you boost those likes, shares, and engagements! The CEFR recognizes six language proficiency levels, from breakthrough (beginners) to mastery (the level that closely matches native speakers and writers). The European Parliament reached an agreement about a new law. This law intends to make government websites more accessible by writing all text at the B1 level. A great idea. Not only for those likes, shares, and engagements, but also for your search engine optimization (SEO). Implement it on your company website and discover the difference it makes! But what does the CEFR recommend exactly and how should you put it into practice? Textmetrics explains it all in this article.

The various language levels

The CEFT distinguishes six levels of language command: from beginner to near-native. It describes a person’s language skill level in terms of language scope and complexity. Once you can link these standards to the language proficiency of your key audience, you’ll find it easier to level with them. Leading to better engagement results and even increased revenue. The language proficiency is organized into three broad categories:

  • A1 and A2: the basic user.
  • A1: the language is very simple. The sentences are often separated by breaks.
  • A2: the language is simple. The words are highly frequent, known from one’s own language or belonging to international vocabulary. The sentences are often separated by breaks.

  • B1 and B2: the independent user.
  • B1: this involves straightforward standard language. Within one’s own area of expertise or interest. More complex language use is generally understood.
  • B2: the use of language is more complex.
  • C1 and C2: the proficient user.
  • C1: vocabulary and grammatical construction are complex. Idioms and implicit meanings are understood.
  • C2: the language is complex. Idioms and unclear sentence structures without explicit signal words are effortlessly understood.

Writing for readability

Of course, everyone has a different opinion about easy-to-understand language. But how do you put that to work in your company’s blog posts and articles? Writing at a B1 level will allow you to reach an audience that’s as broad as possible. There are naturally certain exceptions to the guidelines. If you’re writing explicitly for readers with a higher education level. Or producing a piece aimed at an audience of legal professionals. Then you’ll need to write with more complexity. If you don’t have a doctorate or a legal degree, it’s best to aim for a wider audience by writing at a B1 level. The larger the group of people able grasp your content, the greater the chance that they’ll purchase your products or services. In order to write at an understandable level for your target audience, the most straightforward way to test your content is to let members of your audience read it first. Ask them whether they understand what you’re communicating and which areas might need clarification or rewriting. Once you’ve done that a few times, any future content will be much easier to write at the appropriate reading level.

Practical tools

You really don’t need to reinvent the wheel or spend all your time doing research on this topic. Textmetrics has implemented a new module for readability/language, which allows you to check your texts at a B1 level. You’ll also get suggestions to simplify certain words. And if you need your content to be even less complex (A1 level) or you’d like to create an article at a higher level, like C2, this tool will do that work for you. Handy, right? More tools to simplify your content:

You can also make use of:

  • lists (particularly using bullet points, just like we did here);
  • short paragraphs (three to five sentences);
  • whitespace;
  • easy-to-scan subtitles;
  • short sentences;
  • readable fonts.

Google also uses B1

In the first place, you’re writing for your target audience. But it’s also important that Google understands you. So the search engine can scan your content and include it in relevant search results. Google understands the B1 level, simply because about 80% of users have at least that level of language proficiency. That means that many search queries are entered at a B1 level. When you offer up a B1 answer for a B1 question, it’s clear to Google: you understand your target audience. When you write copy in Textmetrics, you’ll get instant tips to optimize your content for Google. That means you don’t need any prior knowledge of SEO, we’ll simply sort that part out for you. Live! Wonder what Textmetrics can do for your content at a B1 level (as well as all other levels)? Try it for free for 30 days!

What is the ROI of content design and how do you measure success?

What is the ROI of content design and how do you measure success?

We have written about content design before. In short, it is a method to make your website more user-friendly. While that is a great goal in and of itself, you want to know how much time and effort it will cost you and what the results will be. In this blog, you’ll read more about the Return on Investment (ROI) of content design.

What is content design?

Let’s start with a quick recap. What is content design exactly?

The term was introduced a few years ago by Sarah Richards. She and her team were responsible for the overhaul of the British government portal

For each page she asked herself:

  • Is the goal clear?
  • Which task do users want to complete here?
  • Is this actually a task for the government?

The result was a website that won multiple prizes. Even more impressive: she reduced the number of pages from 75,000 to 3,000.

Content design is all about creating user-friendly content by putting yourself in the user’s mindset.

How much time and effort goes into user-friendly design?

Of course, it makes a huge difference whether you want to redesign a whole website, or just a few new or existing pages.

An important pillar of content design (and of UX or SEO) is to first form a picture of the needs your users have.

You can do that through:

  • Keyword research (which questions is your audience asking?).
  • An analysis of surfing behavior (using a tool like Hotjar).
  • A survey of and interviews with your target audience.
  • Brainstorming with employees and partners who interact with clients.

Are you already using these methods of measurement? Then it shouldn’t take you too much time to generate input for new user-friendly content.

If not, set-up will take at least a few hours, if not a few days, of work. Note that you can use these same tools for SEO and SEA as well.

Once you’ve outlined the user stories, you can get started with content production. Usually, that involves a writer and a designer. Estimate how much time each of them will spend creating the new pages, then put that in an outline.

TIP: You’ll make the process significantly quicker if you add an automatic check for the SEO of your content.

A simple estimate might look like this:

What Who Time estimate
Distill data from user behavior (from Hotjar, Google Analytics, etc.) Marketer 4 hrs
Formulate user stories Marketer 4 hrs
(Re)write 8 pages Copywriter 16 hrs
Design 8 pages Designer 8 hrs

In this example, it will cost you 32 hours to create 8 pages aimed at eight important user stories.

How do you measure the returns of content design?

The main question is: what are the returns of those new pages? There are multiple ways to measure that, like:

  • How many visitors are drawn to a page?
  • How many leads are generated from that page?
  • What is the quality of the leads from that page?
  • How many existing leads are visiting the page?
  • How long do visitors stay on the page?
  • How high does this page score for specific keywords?

When you’re replacing an existing page, you’re able to compare. Both on the metrics listed above, but also:

  • What is the increase/decrease percentage of client service contacts?

Many entrepreneurs also want to make a different comparison. What does the ROI of content design + SEO deliver in terms of search engine advertising (SEA)?

This is where the comparison gets a bit more complicated.

Again, you can use multiple metrics (engagement, visitors, leads, ranking) to make the comparison in returns.

But a short-term analysis will skew the picture a bit.

A Google ad campaign of $1,000 might bring you $2,000 worth of new customers after a month’s time.

In turn, your $3,000 content design + SEO might only bring you $1,000 worth of new customers after the first month.

One year later, though, you might see that $3000 of SEA has brought in $6,000 of customers and that content design + SEO has resulted in $9,000 — the initial investment in relevant content will continue to generate new leads.

That’s why you should always measure in the long term!

Conclusion: this is how to measure the ROI of your content design

Content design is a method for creating user-friendly content by placing yourself in the user’s mindset.

That starts with research to determine what your user’s needs are. Then you go on to create user stories, which you can translate into content for your site.

A simple table can help you calculate how much time your marketer, copywriter, and designer will need to create the content.

Next, it’s time to calculate how many leads, visits, and improved rankings this new content will deliver. Offset those costs against the initial investment.

Always measure the long-term results (a minimum of 6 months).