We were well represented at the 2nd Annual Global Human Asset in Mining conference arranged by Fleming Gulf in London last month, where we spoke on the subject of maximising the benefit of relationships and dealings with external recruiters; we also contributed to a lengthy and cheerfully animated debate on ‘fly in, fly out’ and ‘drive in, drive out’ expatriate engagement choices and their operational efficiencies.

Branding and appearances

The conference was again extremely well attended, but there was a definite shift in language from the ATS systems and process focus of 2012, to a new emphasis on employer branding.  This manifested itself in a number of different ways, some cosmetic (i.e. visual branding) and some fundamental (i.e. portrayal of explicit values).  This has come about as the industry considers that good talent is becoming more and more difficult to attain, therefore the focus needs to be on keeping up the employer branding image.

There was specific disagreement of the prioritisation of the visual branding approach in isolation, particularly from the external recruiters in the audience and on the speaker register.  We and others emphasised that in fact the supply of labour is increasing, due to lay offs and project cancellations around the world, so there has never been a better time to target a preferred type of candidate.  However, it is most important that the company recruiting has a clear plan, that it is well communicated and that the recruiting process is consistent with that plan – this is what attracts quality individuals.

Applicants for roles are increasingly jaded with inefficient and pointlessly length processes – they are now much more willing to withdraw if they consider the recruiting process to be inefficient or undignified.  Companies need to enter the market with clarity and focus and ensure their reputations receive a boost, not a dent, in managing to a conclusion this very public undertaking (however secretive one believes it to be!).

Efficiency and profitability

There were also lengthy discussions on the recent fates of swathes of CEOs from the top mining companies.  It is clear that HR and recruitment in general have avoided much of the focus on commercial efficiency, but now the boom times are over, at least for now, increasing scrutiny will be placed on HR, its relationship with hiring managers, through to recruitment and retention of the best industry talent.

It is abundantly clear that inefficient hiring strategies, badly designed roles and poor recruitment execution or productivity (regardless of the involvement of external recruiters) will attract the ire of C suite executives and internal auditors – ultimately they will simply not let the basics lapse in favour of ‘glammed up’ employer branding pieces.  Gilding the lily is all very well, but if the flower is already wilting the image cannot possibly work.  Getting the basics consistently correct is clearly the way forward – it is not a mystery that any applicant wants clarity, simplicity and transparent, appropriate decision-making more than spangly, but disconnected visuals.