According to the most recent Bureau of Labor Statistics data, unemployment hovered between a high of 4% and low of 3.5% in 2019. Those are stats everyone can celebrate — but in this kind of career climate, in which workers have ample employment opportunities, employers need to work even harder to attract top talent.
To catch their attention — and keep it — you’ll have to do more than simply advertise a killer job. You’ll need to craft an enticing application and interview experience, and be strategic with how and where you look for candidates.
Inside the (Mobile) Mind of Job Seekers
Everyone is plugged into their phones these days — including jobs seekers, who are increasingly using mobile devices to apply for jobs online. Companies that want to attract top talent will need to appeal to busy applicants who may be dashing off a resume as they dash out the door.
But that’s not all. Job seekers are looking for easily accessible information about what it would really mean to work at your company, seeking details such as salary and benefits in a job ad.
1 | 51% of job seekers say they prefer finding job opportunities on online job sites, such as Glassdoor. 45% hear about job openings from friends, while 35% go to a company’s site.1
2 | 53% of job seekers look for company information on job search websites, such as Glassdoor. They also hear about companies through word of mouth (43%), professional networking sites (35%), and social media or personal networking (32% each).1
3 | More than half of Glassdoor users are looking for jobs on their mobile phones.2
4 | 35% of job seekers say they would prefer to apply to jobs from their phones.2
5 | There’s incentive to advertise your job application as mobile-friendly: Doing so can increase the number of job applicants by 11.6% over applications that are not advertised as such.2
6 | Mobile job applicants aren’t just Gen Z: 55% of people ages 35 to 44 used mobile devices to apply to jobs, compared to 44% of both 18- to 24-year olds and those 65 and older.2
7 | More women (52%) than men use mobile devices to apply for jobs.2
8 | The top two pieces of information job seekers look for when researching a company or looking at job ads are salaries (67%) and benefits (63%).1
9 | The top factors most likely to get job seekers to apply to a job include:1
The Candidate Experience
It’s striking how many applicants drop out of the application process, frustrated by unclear or laborious instructions, a lack of communication, or a lack of information about the company and its benefits or mission. But by putting these statistics to use, you can make job candidates happy, not frustrated, and increase the number of complete applications you receive from top talent.
10 | Some parts of applying for a job are more important than others. The aspects that job seekers find most important to a positive experience include clear and regular communication (58%), clear expectations (53%), and feedback regarding rejection (51%). 3
11 | On average, mobile-device applicants complete 53% fewer applications than desktop applicants, which may indicate that many job postings are, in fact, not mobile-friendly. 4
12 | Making an online job application even 10% easier to complete can cause a 2.3% increase in job applications from mobile users and 1.5% increase from desktop users.4
13 | Lack of information about pay and benefits (50%) and interview schedule changes (50%) are the two biggest causes of frustration during the interview process according to job seekers, followed closely by untimely responses (47%) and lack of information about job responsibilities (46%).3
14 | Job seekers also want to see an employer’s mission and purpose: 89% believe it’s important for an employer to have a clear mission and purpose — one that’s easy to find on a job posting.5
15 | 79% of job seekers will consider a company’s mission before applying. 5 More than half — 66% — of employees find motivation in a company’s mission, and 64% attribute their company’s mission to the main reason they stay in their current jobs.5
16 | 77% of U.S. adults think that companies are becoming more mission-driven — which may indicate how top-of-mind it is for job seekers.5
17 | The number-one reason job seekers would pull out of a recruitment process was a layoff announcement (44%), followed by a poor first interaction with a recruiter or hiring manager (40%) and reading negative reviews from employees (35%). Additionally, one-third (33%) of job seekers would pull out after hearing about employee or leadership scandals.3
Diversity, Inclusion and Belonging
People want to fit in at work — and not just with their coworkers. They want to feel like they are a part of a company that shares their values by paying people fair and equal wages, staffing a diverse and inclusive workforce, and providing a company culture that supports and uplifts these values. In fact, as these statistics show, a positive company culture may be your greatest asset in attracting top talent in 2020 and beyond.
18 | People don’t want to work for companies in which a pay gap exists: 58% of employees say they would not apply to work for a company where there is a pay gap. 6
19 | On average, men earn a 21.4% higher base pay than women on average. But when you compare workers of similar age, education, experience, job characteristics and more, the gap shrinks to 4.9%.6
20 | Younger workers face smaller gender pay gaps. In the U.S., workers ages 18 to 24 years see an adjusted gender pay gap of 1.4%, compared to workers ages 55 to 64 years, who face an adjusted gender pay gap of 12.3%.6
21 | Companies in the top tier for racially and culturally diverse executive teams were 33% more likely to experience above-average profitability than companies in the bottom tier.7
22 | 40% of workers across generations and genders feel socially excluded or ignored at work. 8
23 | If employee satisfaction was a pie chart, the biggest piece would go to culture and values, which accounts for 22% of employee satisfaction in the U.S.9 The second largest piece of pie — at 21% — would go to the quality of senior leadership, indicating that having a strong leader at your company’s helm could attract top talent.9
24 | The smallest slice of that employee-satisfaction pie is benefits — such as vacation time allowances and 401k matches — which accounts for just 12% of employee satisfaction.9 The six-month business outlook of a company and the ability to have work-life balance are also small pie slices, making up 14% and 13% of employee satisfaction, respectively.9
25 | Almost all employees — 93% — mention company culture in their Glassdoor reviews, indicating just how important it is to them.10
26 | Boosting pay won’t boost application as much as a positive company culture: Having a 1-star higher overall rating — a score that includes points for positive company culture — on Glassdoor attracts talent at about six times the rate of paying a $10,000 per year higher salary.11
27 | Looking for millennials? They’re more likely than other age groups to value company culture: 65% of millennials value it compared to 52% of people 45 and older. 12
28 | 77% of job seekers consider a company’s culture before applying for a job. (And so, if you’re company culture isn’t highly rated, you could risk not being able to fill open roles.)12
29 | Values matter, too. 73% of job seekers won’t apply to a company unless that company’s values align with their own.12
Where people want to work — both in terms of industry and geographical location — can change from year to year. The hottest industry or city last year may not be what people want this year. These statistics will help you understand exactly where people are looking for jobs.
30 | Gen Z, the latest generation to enter the workforce, is most interested in working in tech: The top five companies Gen Z is applying to on Glassdoor are IBM, Google, Amazon, Microsoft and Deloitte.13
31 | Specifically, software jobs are attracting the attention of Gen Z. In fact, software engineer applications account for 19% of all applications sent by Gen Z. (And the second-most applied for job by Gen Z was that of software developer.)13
32 | In recent years, 43% of all open jobs at tech employers on Glassdoor were for non-technical roles, including sales account executives, project managers, operations managers, financial analysts, marketing managers and more.14
33 | Gen Z also wants to live in New York: New York accounts for 9% of all Gen Z applications, followed by Los Angeles (6%). The same is true for millennials: New York accounts for 13% of all their applications, followed by Los Angeles (8%).13
34 | There are 1.6 million gig workers, who make up about 1% of all workers in the U.S.14
35 | Workers with a master’s degree are about 4.9 percentage points more likely to be willing to move metros for a job.15
36 | Younger workers are more likely to seek jobs in another metro. Adding roughly 10 years to an applicant’s age predicts they’ll be 7 percentage points less likely to seek a move.15
Reasons to Use Glassdoor
You have a lot of options when it comes to where to invest your time and money on attracting new, talented workers. But Glassdoor offers a bevy of benefits — from reviews to employer branding tools — and is a top destination for the best job seekers (literally). These statistics will show you why you should consider using Glassdoor to attract job candidates.
37 | Glassdoor has 67 million unique monthly visitors to its website and mobile applications.17
38 | More than half of Glassdoor’s visits each month come from a mobile device.18
49 | 83% of Glassdoor users are actively looking for jobs or open to new opportunities.20
40 | Just over half (53%) are men and half (47%) are women.18
41 | 92% are college educated.21
42 | 45% of Glassdoor users have more than six years of work experience.21
43 | 42% are Millennials (ages 25-34).18
44 | 43% of female candidates are minorities.22
45 | Glassdoor has nearly 50 million reviews and insights for more than 1 million companies.23
46 | Nearly 3 in 4 (74%) of Glassdoor users read at least 4 reviews before forming an opinion of a company. 24
47 | 75% of active job seekers are likely to apply to a job if the employer actively manages its employer brand (e.g. responds to reviews, updates their profile, shares updates on the culture and work environment). 24
48 | 89% of Glassdoor users find the employer perspective important on what it’s like to work at the company. 24
To successfully recruit top talent in 2020, you will need to understand their needs and desires — from their penchant for applying for jobs on mobile devices to their craving to work somewhere with a positive company culture. With these statistics, and Glassdoor’s help, you can adapt to the marketplace and become a top destination for the very best job candidates.
How to Recruit Informed Candidates at Scale >
A guide to attracting, recruiting, and hiring informed candidates on Glassdoor.
Top 11 Tips for Meeting the Candidate of Tomorrow >
The top facts about candidates of tomorrow, plus tips for hiring them and leveraging the unique skills of this talented generation.
How to Use Glassdoor to Recruit Diverse Candidates >
The tools and features you can use to attract diverse, qualified candidates.
The Link Between Glassdoor Reviews & Customer Satisfaction >
This study examines the link between a satisfied workforce & delivering world-class customer satisfaction.
1. Source: Glassdoor survey conducted online by The Harris Poll among 1,151 U.S. adults who are employed, or not employed but looking for work, May 2018
2. Source: The Rise of Mobile Devices in Job Search: Challenges and Opportunities for Employers, 2018
3. Source: Glassdoor survey conducted online by The Harris Poll among 1,151 U.S. adults who are employed, or not employed but looking for work, May 2018
4. Source: The Rise of Mobile Devices in Job Search: Challenges and Opportunities for Employers, 2018
5. Source: Glassdoor Mission & Culture Survey 2019
6. Source: How to Analyze Your Gender Pay Gap: An Employer’s Guide, 2017
7. Source: Vivian Hunt, Lareina Yee, Sara Prince, and Sundiatu Dixon-Fyle (January 2018). “Delivering Through Diversity,” McKinsey & Company report
8. Source: EY (November 2018) EY explores belonging in the workplace, with new Belonging Ba-rometer study
9. Source: Which Workplace Factors Drive Employee Satisfaction Around the World?, 2019
10. Source: Measuring Culture in Leading Companies, 2019
11. Job Market Trends: Five Hiring Disruptions to Watch in 2019, 2018
12. Glassdoor Mission & Culture Survey 2019
13. Source: The Next Generation of Talent: Where Gen Z Wants to Work
14. Source: Job Market Trends: Five Hiring Disruptions to Watch in 2019, 2018
15. Source: Chamberlain, Andrew, (May 18,2018). Metro Movers: Where Are Americans Moving for Jobs, And Is It Worth It?, Glassdoor Economic Research
16. Source: Based on unique users, custom job list sites % Change Media Trend Report, Comscore May 2019 Media Metrix®
17. Source: Google Analytics, Unique users represents peak monthly unique users in each respective calendar quarter (or CQ1’19 if there’s no date range specified)
18. Source: Google Analytics, CQ2’19 Average
19. Source: Based on multi-platform Cross Visiting Report, Comscore Apr-Jun 2019 Media Metrix®
20. Source: Glassdoor.com U.S. Site Survey, August 2018
21. Source: Glassdoor Internal Data, CQ2’19 - Based on users who have shared work experience on their Glassdoor account/salary reviews
22. Source: Glassdoor.com U.S. Site Survey, August 2018
23. Source: Glassdoor Internal Data, June 2019
24. Source: Glassdoor U.S. Site Survey, November 2019
25. Source: Glassdoor EMI Research, November 2017
26. Source: Glassdoor Internal Data, December 2018 YoY vs. December 2017, people are defined as job seekers applying on Glassdoor
27. Source: Glassdoor Internal Data, January-June 2018 *Based on an analysis using data from Jan-June 2018 to compare Non-Sponsored Jobs before partnering with Glassdoor versus Sponsored Jobs after partnering with Glassdoor on a per job per day basis across all devices.