Canadian HR Reporter

CANADIAN HR REPORTER September 4, 2017 2 NEWS Recent stories posted on www.hrreporter.com. Check the website daily for quick news hits from across Canada and around the world. WEB O N T H E ACROSS CANADA 1 in 4 Canadians has left a job due to stress: Survey Workers earning less than $40,000 most likely to move on, at 38 per cent NDP commits to raising minimum wage in B.C. to $15 per hour by 2021 'We are going with a responsible, fair approach so businesses know it's predictable, incremental increases': Labour minister Sears Canada to create fund for laid-off employees who received no severance $500,000 fund comes from money set aside to pay bonuses under key employee retention plan Salaries expected to increase by 2.3 per cent in 2018: Survey Alberta, Prince Edward Island could see lowest gains while Quebec expects highest AROUND THE WORLD ousands of Mexicans march to scrap NAFTA, as government fights to save it Farmers union pushing for public vote on trade deal's fate Trump dissolves business panel as more CEOs step down Eight executives had resigned over Charlottesville demonstrations All U.K. jobs should offer flexible hours to close pay gap: Equality watchdog Job shares, remote work key to boosting women's salaries Labour-short Japan more at home with automation than U.S. Country leads globe in robots per 10,000 auto workers Going social KPMG Canada explains to Canadian HR Reporter how it uses social media to attract and recruit workers hrreporter.com FEATURED VIDEO We are proud to offer a suite of insightful human capital solutions for the needs of Canadian employers including: n Income and Employment Verifications New n Automated ROE Management New n New Hire Onboarding n Tax Slip Management n Paperless Pay Contact us to learn more: moreinfo@equifax.com or equifax.ca/hrreporter 800-888-8277 Canada Workforce Solutions At Equifax, We are More than Just Credit Scores Copyright © 2017, Equifax Inc., Atlanta, Georgia. All rights reserved. Equifax is a registered trademark of Equifax Inc. 17-121333 LeNoury Law Proactive Advice to Management Employment Lawyer of The Year James LeNoury B.A. (Hons) M.A. LL.B 416-926-1107 • Toll Free 1-877-926-1107 • lenourylaw.com Employers try out Snapchat for recruitment purposes Social media application has both pros and cons, say experts BY SARAH DOBSON LOOKING to hire a whopping 250,000 workers in the United States for the summer of 2017, McDonald's tried out a new hiring tool in June with "Snaplications." Users of the Snapchat app could view a 10-second ad of restaurant employees talking about the ben- efits of working at the chain, and then "swipe up" to visit the Mc- Donald's career web page in Snap- chat to apply to local restaurants. McDonald's was looking to en- gage with potential employees in a fun and new way, according to Andrea Abate, manager of me- dia relations at McDonald's in Chicago. "Snapchat is the most popular social media platform among high school and college students, with a recent survey reporting that 78 per cent of Gen Zers use the ap- plication daily." e U.S. campaign followed a Snapchat initiative by McDonald's in Australia in April. ere, users of the multimedia mobile appli- cation could use a special lens to see themselves in a McDonald's uniform, and then could send a 10-second video submission to the McDonald's Snapchat ac- count. e chain would then send users a link to the digital careers hub and application form. "Snaplications was born out of the growing desire to enable people to interact with the brand on their own terms, in their own time and in an enjoyable way," said Shaun Ruming, COO of Mc- Donald's Australia, in a release. "For most young people… this is their first entry into the work- force. As such, their personality, positive attitude and enthusiasm are characteristics that are fo- cused on and traits that this tech innovation captures in a simple, yet effective manner." Companies have been using Twitter, Facebook and LinkedIn to connect with the public for a number of years, but Snapchat is becoming a top app for people under 25, who use it several times each day, said Nicolas Roulin, as- sociate professor of psychology at St. Mary's University in Halifax. So if you are an employer look- ing to hire younger people, talking to them through an app they use and appreciate is probably a good strategy, he said. "You're not going to recruit your next CEO using social me- dia, but if you're looking for en- try-level positions that are likely filled by more junior individuals, maybe less-experienced people, and most of them will be in the age range using social media or Instagram or some other social media more, then you can go for it," said Roulin. "You want to do your homework and check what type of population is using the so- cial media the most." "McDonald's was probably looking for high school or college students who wanted to get a sum- mer job, for instance... so Snap- chat is probably the smart move. If you're looking for a 30-year-old IT engineer, I'm not sure Snapchat is the best way to go." Social media for recruitment can be easy to use and it's rela- tively cheap compared to more traditional tools, he said. "If you choose the right one and you use the right message, you can target specific types of job appli- cants, for instance, and then talk to your preferred audience in a di- rect way, which is not something you can do if you just put a job ad on a recruitment website like Monster.ca." Shopify captures videos Canadian e-commerce platform Shopify decided to use Snapchat in the summer of 2016 when it was looking for someone to join its social media team. Inter- ested applicants could record a Snapchat "story" that threaded together their quick snaps into a comprehensive story of their day, totalling anywhere from 30 sec- onds to three minutes. Applicants were then asked to submit the video along with their resumé. "ese candidates were struc- turing a narrative to tell us about themselves, so it was a really a cool viewing experience being in the social discipline and then from the TA (talent acquisition) team's per- spective," said Dan Fricker, head of social at Shopify in Toronto. "Snapchat was just percolat- ing to the surface as a primary marketing channel for brands so we thought, 'What better way to find the best talent out there to join our team than to use this new, emerging channel?' And vetting through them was really fun… we really saw such a range of people with incredibly diverse backgrounds and skill sets that were all able to surface to the top through this first-person, story- telling experience." Some entries were more re- hearsed and scripted, while others were more off the cuff, "skewing more to the raw side," he said. "And I wouldn't say one neces- sarily was better than the other. We just wanted to get a sense of who these people were, what they cared about, what their mission was for their career and specifi- cally with social media, and if it aligned with the Shopify mission." And while Snapchat is popular with younger people, there was a diverse range of respondents, said Fricker, with one applicant ultimately winning the job. "It wasn't an attempt to get someone younger, by any means. We're open to all different types of ages, skill sets, backgrounds — that's what really makes us the strongest is diversity of different thoughts, and that can extend to previous work experience, pre- vious life experience — age or otherwise." Using the tool could also help with employer branding, he said. "We're a company that's at the forefront of the evolution of commerce, so I'd like to think that we already have a degree of TRIAL > pg. 16 "We saw a range of people with diverse backgrounds and skill sets who were able to surface to the top through this first-person, storytelling experience."

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