As the labor market continues to strengthen, the staffing industry faces abundant opportunities for growth and prosperity, many of which are highlighted in the 2013 Opportunities in Staffing. The study also revealed, however, a number of ways in which staffing firms are getting in their own way of advanced success and revenue.
For this year’s study, Inavero looked at three key metrics vital to long-term success in the staffing industry: awareness, utilization and satisfaction with staffing firms among both clients and candidates. According to the study, awareness and satisfaction rates declined with staffing clients in 2013. Only two thirds of clients could name at least one staffing firm from memory other than their primary staffing firm, down from over 70 percent a year ago. Utilization remained steady, with 22 percent of organizations saying they had hired through a staffing or recruiting firm in the past year. While the industry’s share of employment has grown overall, this growth has been spread over fewer companies. Part of the lower utilization may be due to the fourth straight year of declining client satisfaction: the industry average Net Promoter Score® hit an eight-year low of 8 percent.
Job candidate trends proved more positive for the industry. While awareness of staffing firm brands was slightly lower than last year (only 61 percent of participants could name at least one staffing firm from memory), utilization of staffing firms as part of the job search was essentially unchanged at 23 percent. The experience of job candidates who found employment (temporary or permanent) through a staffing firm continues to improve, however. This group reported a Net Promoter Score of 33 percent, up from 30 percent a year ago.
In addition to tracking trends in awareness, utilization and satisfaction, this year’s study also looked at service quality drivers, specific value drivers and key perceptions of both clients and the available talent pool.
®Net Promoter, NPS, and Net Promoter Score are trademarks of Satmetrix systems, Inc., Bain & Company, and Fred Reichheld.
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