candidates in line for early career positions are looking for flexibility in work time and location, a personalized career path, efficient use of technology within the firm, immediate learning opportunities, and brand authenticity, according to Dobek.
It is important that candidates see those qualities in a firm’s online presence, in their brand reputation, and in interactions with the firm, she said. That means making an effort to reach candidates as soon as possible in ways different from what firms may have traditionally done.
«Culture is still really important,» said Dobek. «You can’t just give them a marketing message. They want you to be true and honest. They want to hear from their peers as well through testimonials, case studies, and videos.»
However, firms don’t hire just people between the ages of 22 and 30, and candidates of different experience levels have different motivations.
To better understand what drives job seekers, Dobek recommends that firms talk with candidates about their motivations and needs throughout the recruitment process, and hold exit interviews with departing employees to gain insight into their motives.
Craft the right job description: A good job description can persuade the right candidate to apply for the job, and crafting that standout description will be easier once you understand your target audience, according to Dobek.
«When you write in the right context, it can attract the right person,» she said. «When you start focusing on the type of individual that you need, you’re going to start using language that that person would identify with.»
An effective job description also tells the story of your firm along with the features and benefits of the position.
«The job description is not just a bullet point list description of your job responsibilities,» she said. «An attractive job description is going to be much more than that; it’s really going to be a sales pitch of why you should come work for us.»
Don’t be afraid to be innovative in how you deliver the job description either, Dobek said. Younger candidates in particular are more open to different media, and you can reach them in new ways. Look to video, audio, and other multimedia opportunities to create and deliver your job description.
Actively recruit: Don’t wait until you need to fill a position to start recruiting and then expect HR to do all of the work, Dobek cautioned. Building an effective network that you can tap before it is hiring time means starting early, taking a proactive approach, and including a wide range of the firm’s stakeholders.
«It is not just the HR department’s job to recruit for your firm,» Dobek said. «Every partner has a role, every higher-level staff person should be involved in recruiting because every person has a network.»
Take advantage of digital platforms such as LinkedIn, Facebook, and firm websites to build a brand network that draws an audience. Firm executives should be using their digital platforms, and their audiences, to promote the firm as an employment destination, according to Dobek.
«You have to be actively posting about your firm and your culture,» she said. «You need to be attracting people to your brand, to your firm, before you need to fill those positions.»
Even if you aren’t immediately hiring, Dobek sees value in using digital tools to expand a firm’s network and sees it as an investment in the firm’s future.
Task 1. Answer the questions (1—6) using information from the text. The correct answer is in bold.
1. A one-size-fits-all strategy for recruitment is…
A. quite widespread
B. diverse among firms
C. highly likely
D. almost impossible
2. What should companies do to be able to hire talented CPAs?
A. Be proactive and determined
B. Be insightful and authentic.
C. Offer a good salary.
D. Provide better working conditions.
3. How many tips did Sarah Dobek mention in the interview?
A. one
B. two
C. three
D. four
4. What are the job search motivations of millennial candidates?
A. flexibility, efficient use of IT within the firm, brand authenticity;
B. flexibility, personalized career path, remote learning opportunities;
C. personalized career path, efficient AI in the firm, brand authenticity;
D. immediate learning opportunities, culture, flexibility.
5. What will not make a job description attractive, according to the text?
A. Writing in the right context.
B. Telling the story of the firm.
C. A bullet point list description.
D. Innovative ways of its delivery.
6. What does Dobek see as an investment in the firm’s future?
A. Expanding a firm’s network.
B. Involving HR department in recruiting.
C. Taking advantage of digital platforms.
D. Promoting firm’s executives.
Task 2. Give synonyms from the text to the words below. Correct answers are in bold in the same line with the word.
Future (paragraph 1) – potential
Energetic (paragraph 3) – proactive
Before (paragraph 4) – prior
Colleagues (paragraph 9) – peers
Understanding (paragraph 11) – insight
Original (paragraph 16) – innovative
System of connections (paragraph 17) – network
Means (paragraph 21) – tools
Task 3. Match two words from different rows (A and B) to form collocations. They are mentioned in the text. Then use them in the sentences below. Make up your own sentences with the rest of the collocations.
Correct answers are given below.
A. brand; career; case; exit; job; new; proactive; staffing; steady; talent; target; top-tier.
B. approach; audience; authenticity; demand; description; hire; interview; path; pool; strategy; study; talent.
1. A real … … is upholding a certain level of integrity which includes total honesty and transparency of a company. (brand authenticity)
2. Cold drinks are in … … in the summer. (steady demand)
3. Contents of the … … record cannot be revealed to the resigning employee. (exit interview)
4. Many … ... graduate from very respected, highly ranked educational institutions. (top-tier talents)
Collocations: brand authenticity; career path; case study; exit interview; job description; new hire; proactive approach; staffing strategy; steady demand; talent pool; target audience; top-tier talent.
Text 2
A Job for a Woman?
During