The time for summaries has not yet passed – we continue to examine the conclusions we can draw from 2023 and try to anticipate what will happen in the next one. Let's look at what happened in the HR area – market-wise and within Finture – last year and what might happen in the coming year.
The year 2023 was called the year of transformation. And 2024 is already being called the year of change. Undoubtedly, the rapid and continuous development of GenAI will force employers and employees to evolve and transform technologically. HR's task for the new year will be to support these changes, both at the employee and business levels.
In recruitment, we can also expect changes – keeping up with them, analyzing, and reacting appropriately will undoubtedly be essential elements of 2024 for companies aiming to attract and retain the best candidates and then employees and collaborators. Among many trends shaping HR practices, particular importance is placed on improving candidate experiences (CX). Let's take a closer look at three key recruitment trends for 2024.
1. AI and Automation
In 2024, artificial intelligence and automation will continue to play a significant role in the organization of recruitment processes. In 2023, AI proved to be an excellent ally for professionals working in the HR area. The year 2024 will undoubtedly bring even more possibilities for its use – since AI is conquering the world, why should it not also do so in people departments? ChatGPT is a tool that can perfectly support recruiters in drafting feedback, personalized development plans for employees, or creating announcements. Most popular Polish job boards have already implemented AI solutions for posting ads, speeding up and facilitating recruiters' work.
AI is also invaluable in any analysis. It can, for example, support retention predictions – by analyzing a range of factors and forecasting which employees are at risk of leaving the company. This, in turn, gives a chance to solve potential problems proactively.
Hand in hand with AI, HR departments will be supported by broadly defined automation. Tools and systems automating processes, such as Flowee, one of Finture's products, are an invaluable help in organizing the recruitment process and all HR and business processes. We should also expect wider use of technology for automating administrative tasks and improving data-driven decision-making.
Both the support of artificial intelligence and automation will not replace humans. Still, it can significantly increase the efficiency of recruiters, shorten the so-called time-to-hire, and improve candidate experiences. Thanks to the support of technology in these areas, HR professionals can focus on strategic initiatives, such as talent development and organizational culture.
2. Feedback
In 2024, the popularity of 360-degree feedback as an effective employee assessment tool will continue to grow. No wonder. This form of feedback allows employees to receive opinions from their direct supervisor, colleagues, and other stakeholders. It benefits employees' personal and professional development – offering them diverse perspectives on their actions and behavior.
Collecting employee feedback to pinpoint areas within the organization that may cause dissatisfaction or discomfort among employed individuals is also becoming increasingly popular. It makes implementing positive changes in the work environment easier, enabling employee development and fixing elements that do not work – thus reducing team turnover.
In Finture, we introduced four types of feedback in 2023, which we will continue to improve in 2024:
a) Feedback after the first month of work – collected by HR department employees from newly hired individuals; such a meeting aims to diagnose any unattended areas and continuously improve the initial onboarding stage.
b) Feedback after the third month of work – is collected by HR department employees from employees but also passed on to employees by project managers. The purpose of such feedback is not only to inform the employee about whether they are doing well in their new role and to provide them support in the integration process but also to check if any initial problems or difficulties identified in the first month have been resolved and whether new ones have arisen.
c) Annual feedback – the most comprehensive, allows summarizing the annual work of an individual and outlining a development path that supports building and developing a professional career. Such feedback is not treated as an employee evaluation but as a guide – showing the employee's strengths, skills, behaviors, or results worth improving.
d) Exit interview – we are interested in the opinions of all our employees and collaborators, including those we are parting with. During such a meeting, we not only discuss the reasons for departure (if the person employed by us decided to leave) but also the meeting is an excellent opportunity to examine the moods prevailing in the company.
In the coming year, awareness of the need and importance of feedback in the recruitment process will undoubtedly increase in organizations. More and more companies recognize the benefits of open communication and positive candidate experiences during recruitment. Providing comprehensive feedback for each candidate rejected at various stages of the recruitment process should become a priority for many companies. Statistics clearly show that as much as 66% of specialists expect employers to provide reasons for not qualifying for the next stage of recruitment, and only 19% of organizations do this. Moreover, for as many as 48% of respondents, receiving information about the end of the recruitment process is equally important. An interesting point in the eRecruiter report is that email is the most preferred form in which candidates would like to receive feedback (83%).
Diversity, Equality, and Inclusion (DEI)
This aspect remains at the forefront of HR agendas for 2024. Organizations commit to building diverse and inclusive workplaces because of moral imperatives and in the context of building a strategic advantage. HR specialists implement inclusive recruitment practices, invite training related to unconscious biases, and organize diversity initiatives to create environments where every employee feels appreciated, supported, and, most importantly, safe.
According to a Bulldogjob study, the percentage of women in the Polish IT environment in 2023 was 18%, four percentage points more than in 2022. This is already a hopeful result and shows changes occurring in the market. Meanwhile, in Finture, in 2023, women account for as much as 37% of the organization, and this percentage is still growing. The competency equality of women and men remains an essential element for us in 2024 and every subsequent year.
Speaking of women and recruitment trends, it's worth mentioning that the popularity of feminine job titles in recruitment ads (and in the Polish language in general) is steadily increasing, as are the emotions around this topic. According to a study conducted in 2021 by Pracuj.pl and the Success Written in Lipstick Foundation, Polish women want to use feminine forms of job titles. As many as 83% of about 18000 surveyed women voted for female forms of job titles. The change in thinking about language and its power is becoming increasingly visible in the Polish labor market. Employers increasingly decide to include masculine and feminine titles in job offers. Although the change seems trivial, it clearly shows the organization's attitude toward women and, therefore, toward creating a diverse and inclusive work environment.
Finture is also becoming diverse regarding the nationalities of the people employed, which undoubtedly affects the diversity and enrichment of work environments and reduces prejudices against specific regions or nations. One must mention that diversity without inclusivity does not produce the desired effect. A more diverse and creative environment flourishes, and the company gains.
Possible DEI scenarios. Source: "Navigating the new world of work with Organizational Network Analysis (ONA)" Cognitive Talent Solutions & ServiceNow
In summary, 2024 brings many challenges and opportunities for HR departments. The key to success will be flexibility, adaptation to changes, and striving to build more fair, efficient, and inclusive work environments. An essential premise for 2024 is also the statement that HR departments not only support the business but are full-fledged and valuable strategic partners, contributing to growth and initiating innovations in the organization.
- Unlocking Diversity, Equity, and Inclusion with Organizational Network Analysis / Cognitive Talent Solutions / LinkedIn
- How to foster diversity, equality and a sense of belonging / House of HR
- Candidate Experience in Poland 2023/2023 – report / eRecruiter
- Gojtowska.com
- Job offers language – women about feminitives / Pracuj.pl survey
