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Agencies – Morphing into the Future as Talent Agencies
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Are agencies going to disappear as the Internet makes it easier and easier for companies to directly recruit? What is going to happen to the employment agencies and headhunters that have sprung up over the past 5 years? <*SPONSORMESSAGE*> These are questions I am constantly asked as I travel about. Last week I was in the UK and this week in Australia and the questions are the same as in the US. There is a lot of concern among agency owners and staff that times are changing. And they are, indeed, changing. I believe that the employment agency will survive but will clearly have to become more of a talent agency that provides candidates with career assessment and guidance and provides firms with much better qualified and screened candidates than is typical today. Some of this vision exists in the exclusive executive search firms where candidate coaching and career guidance has been common for years. However, this has only really applied to executives and very senior technical staff. I see this spreading to most professions over the next 2 years. These are the trends that I see occurring:
They will seek candidates in a narrow range of skill sets and become very knowledgeable about everyone in that profession in a particular geography. For example, they might focus on Java programmers for e-commerce firms. Large firms may be able to encompass several professions, but each will be treated in a unique way. A big part of the new agency’s role will be competitive intelligence work and candidate pool development. Only the largest of corporations will be able to afford to do this on their own, and therefore the market is ripe for agencies. Agencies might simply charge a transaction fee for supplying a few names. Or they could offer to do a full recruiting process at a fixed fee or on a percentage basis as they do today.
They will have knowledge of all the e-commerce Java programmers in the San Francisco Bay Area, for example. And, they will have a sense of their abilities and even, perhaps, have those abilities ranked. They will know each programmer’s accomplishments and past employment history and who they would most like to work for. This knowledge, too, can be sold and packaged for clients. One agency could provide their information and services to another agency.
I see the best agencies becoming much like sports talent agents – coaching and guiding candidates to the best jobs and even helping them negotiate salaries and compensation packages. They will offer career coaching on an on-going basis and even provide additional training or skills development, if they think that will enhance the total “worth” of the candidate to a client. They may recommend certain kinds of development for a candidate or give them feedback on previous performance. I envision this looking much like the arrangement many of us have with a financial advisor. For an annual fee or for a percentage of the portfolio, they will manage your account and provide you with advice and education on financial and tax matters. No wise agency will recruit candidates from current employers, but may provide career advice. There will have to be some procedures developed to protect both clients and candidates.
The agencies will not only guarantee a candidate to a client, but also a position to the candidate. As part of this newly emerging career management service, I see a two-way relationship. And because of this, agencies will be much more careful about the candidates they take on and about the quality of their skills.
By doing this intensive knowledge gathering and screening, they will be able to add great value to the firms they service. They will provide very well screened candidates ready to go to work immediately. The more they can provide, the more they can earn. Some fees may come from transactions, others from commissions or other fees. Whatever emerges will be far more complex and multifaceted than we find in today’s market. Many small fees may be accumulated via transactions rather than receiving a single commission charge.
Many employers will want a mix of all these types for different purposes. Some agencies will be placing project teams with specific contracted job durations and scope. The best agencies will handle all of this in, again in a specialized area. They may actively help employees decide to change status and may coach both managers and candidates on how to work together more effectively. Each of these activities may involve fees, albeit small ones.
I think that small firms will completely outsource their recruiting to agencies and large firms will for specific professions or job types. However, I think there will be decreasing desire for agencies that try to provide all professions and do not bother to really understand the firms they are placing people in or the people they are placing. In all my research and discussions, employers want more customized and personal relationships and are seeking more perceived value from the agencies than they getting now. Agencies are going to have to develop more flexible pricing and add value beyond simply sourcing and lightly screening candidates. The success stories will be about those agencies that can develop a value-added process that benefits both the employers and the job seeker. In doing this there will be great wealth.