{"id":314353,"date":"2023-11-13T11:41:01","date_gmt":"2023-11-13T16:41:01","guid":{"rendered":"https:\/\/lgcassociates.com\/?p=314353"},"modified":"2024-02-26T12:11:55","modified_gmt":"2024-02-26T17:11:55","slug":"2024-staffing-trends-zero-consumer","status":"publish","type":"post","link":"https:\/\/lgcassociates.com\/es\/2024-staffing-trends-zero-consumer\/","title":{"rendered":"2024 Staffing Trends: The Zero Consumer"},"content":{"rendered":"<p><span data-contrast=\"none\">It\u2019s the time of year when business leaders in various sectors make predictions for 2024 staffing trends so they can better navigate the New Year. Looking in the rearview mirror, we have to remember \u2013 businesses have experienced as much disruption in the past 5 years as the previous 25. As a result, a recent article refers to the phenomenon as creation of the \u201c<\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/retail-reset-a-new-playbook-for-retail-leaders\"><span data-contrast=\"none\">zero consumer<\/span><\/a><span data-contrast=\"none\">.\u201d<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><!--more--><\/p>\n<p><b><span data-contrast=\"none\">What is a zero consumer?<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Contrary to how it sounds, the term \u201czero consumer\u201d doesn\u2019t refer to people who don\u2019t buy anything. Instead, it describes buyers whose behavior (according to <\/span><a href=\"https:\/\/www.mckinsey.com\/industries\/retail\/our-insights\/how-to-do-a-retail-reset-priorities-for-retail-leaders?stcr=654C28CC87B549D28AA9A0E6FF188957&amp;cid=other-eml-alt-mip-mck&amp;hlkid=433a91dac92a4ed984bcced7e58cb20a&amp;hctky=14851124&amp;hdpid=1fadea59-d9d0-44a1-bfd2-479fdf0ccfe9\"><span data-contrast=\"none\">McKinsey &amp; Company<\/span><\/a><span data-contrast=\"none\">) includes:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li><i><span data-contrast=\"auto\">Zero<\/span><\/i><span data-contrast=\"auto\"> patience with long delivery times<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><i><span data-contrast=\"auto\">Zero <\/span><\/i><span data-contrast=\"auto\">brand loyalty<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"1\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">Concerns for <\/span><i><span data-contrast=\"auto\">net zero<\/span><\/i><span data-contrast=\"auto\"> (sustainability)<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><span data-contrast=\"none\">These zero consumers are the same people making up today\u2019s labor pool; understanding their priorities will help employers develop strategies to improve hiring and retention in coming months. These attributes don\u2019t just apply to outliers; they describe the values and buying habits of today\u2019s average consumer. Here\u2019s how that concept could affect 2024 staffing trends and the employment landscape in general:<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559685&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<h4><b><span data-contrast=\"auto\">2024 Staffing Trends: The Zero Consumer<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:160,&quot;335559740&quot;:259}\">\u00a0<\/span><\/h4>\n<p><b><span data-contrast=\"none\">The zero-consumer concept applied to staffing<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">When considering 2024 staffing trends, we know the labor market will still be challenging.\u00a0Employers will have to work hard to attract good candidates, much like retailers must work hard to attract customers. Savvy employers will think of their candidates more like consumers and address their priorities in the hiring process.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">A bonus to that approach? Keeping those applicants as customers. A <\/span><a href=\"https:\/\/www.icims.com\/wp-content\/uploads\/2022\/11\/iCIMS-2023TalentExperienceReport_US.pdf\"><span data-contrast=\"none\">2023 talent study<\/span><\/a><span data-contrast=\"none\"> found that 56% of respondents would be less likely to patronize a brand if they had a bad experience applying for a job with that company. Keeping applicants happy \u2013 even those who aren\u2019t hired \u2013 is good for the bottom line.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Increased pay transparency<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Just as consumers have zero patience for delay, applicants have zero patience for hiring processes they feel undervalue their time and worth. Pay transparency \u2013 <\/span><a href=\"https:\/\/www.hiringlab.org\/2023\/09\/14\/pay-transparency-majority-of-us-job-postings\/\"><span data-contrast=\"none\">already present in half of postings on Indeed<\/span><\/a><span data-contrast=\"none\"> \u2013 will be a growing trend, as more <\/span><span data-contrast=\"auto\">governmental bodies mandate it<\/span><span data-contrast=\"none\"> and more job seekers demand it. Applicants expect pay transparency because they don\u2019t want to spend time applying for a position that doesn\u2019t meet their compensation needs.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Faster hiring and onboarding<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">To speed up hiring, employers increasingly will be using technology in their applications and onboarding processes. Examples from an <\/span><a href=\"https:\/\/www.icims.com\/wp-content\/uploads\/2022\/11\/iCIMS-2023TalentExperienceReport_US.pdf\"><span data-contrast=\"none\">iCims study<\/span><\/a><span data-contrast=\"none\"> show how two major chains are embracing that trend.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The Cheesecake Factory pared down their mobile application from nine pages to two, and completion rates went from 39% to 71%. Wendy\u2019s launched a chatbot named \u201cPatty\u201d that reduced the time to apply and schedule an interview to two minutes. As a result, the median time from application to hiring shrank to five days for 80% of applicants and hiring increased by 8% in three months.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Virtual onboarding<\/span><span data-contrast=\"none\"> continues to rise due to job seekers valuing the flexibility it provides. Online training modules, which can be completed anywhere, anytime, give new hires the opportunity to learn at their own pace and address the growing \u201czero patience for delay\u201d mindset. They also streamline a company\u2019s HR workload.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The use of <\/span><a href=\"https:\/\/www.kornferry.com\/about-us\/press\/korn-ferry-unveils-2024-talent-acquisition-trend-predictions\"><span data-contrast=\"none\">AI by both talent managers and applicants<\/span><\/a><span data-contrast=\"none\"> is expected to increase. HR managers can use AI for time-consuming assessments and scheduling, as well as for <\/span><span data-contrast=\"auto\">drafting job descriptions<\/span><span data-contrast=\"none\">. Applicants are increasingly <\/span><span data-contrast=\"auto\">using AI to create resumes<\/span><span data-contrast=\"none\"> that better match job postings and highlight their skills.\u00a0AI and automation will be a focal point in 2024 staffing trends.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Hiring for growth<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">In 2024, the applicant pool is likely to be somewhat larger, and that will bring with it increased focus on <\/span><a href=\"https:\/\/www.forbes.com\/sites\/forbeshumanresourcescouncil\/2023\/10\/11\/2024-workforce-outlook-an-emphasis-on-growth\/?sh=39f7983b3252\"><span data-contrast=\"none\">hiring for long-term growth<\/span><\/a><span data-contrast=\"none\">. Employers will be looking for candidates who are a good fit, not just a warm body. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">More employers will be using temp-to-hire arrangements in which the temporary work period is a sort of on-the-job interview. Increasingly, <\/span><a href=\"https:\/\/www.benefitspro.com\/2023\/10\/16\/skills-not-education-are-what-employers-look-for-research-finds\/\"><span data-contrast=\"none\">employers are looking for skill sets<\/span><\/a><span data-contrast=\"none\">, not necessarily education. They prioritize candidates with multiple skills, such as language proficiency and AI experience, so they can fill multiple roles, making the company\u2019s payroll dollars go further.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">More gig workers<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Just as zero consumers do not want to tie themselves to brands, today\u2019s workers \u2013 especially Gen Z and Millennials \u2013 are increasingly willing to accept temporary and temp-to-hire positions. Some see it as an opportunity to test-drive an employer before making the commitment to permanent employment. Others <\/span><a href=\"https:\/\/www.upwork.com\/resources\/gig-economy-statistics\"><span data-contrast=\"none\">embrace gig work<\/span><\/a><span data-contrast=\"none\"> to gain flexibility in their work scheduling.\u00a0<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"none\">Continuing scrutiny of worker classification<\/span><\/b><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">The coming year is likely to bring more attention to the issue of worker classification. Online platforms that provide workers as 1099 independent contractors are undergoing <\/span><a href=\"https:\/\/lgcassociates.com\/2023\/01\/18\/how-1099-works-and-what-risks\/\"><span data-contrast=\"none\">greater scrutiny by governmental agencies<\/span><\/a><span data-contrast=\"none\">. These platforms can offer workers at a (seemingly) lower cost than traditional staffing companies because they don\u2019t pay for workers compensation insurance or withhold payroll taxes. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">This practice leaves clients exposed to potential liability for back wages, fines, and insurance claims. Once a concern primarily of the hospitality and warehouse industries, this issue is also being hotly debated in healthcare regarding <\/span><a href=\"https:\/\/www2.staffingindustry.com\/Editorial\/Daily-News\/Independent-contractor-classification-issue-for-temp-nursing-staff-driving-controversy-67212\"><span data-contrast=\"none\">the classification of temporary nursing staff<\/span><\/a><span data-contrast=\"none\">.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><i><span data-contrast=\"none\">Here are our key takeaways for 2024 staffing trends:<\/span><\/i><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"none\">The zero consumer will impact every facet of the employment landscape. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"none\">Recruiting and hiring will change: Increased pay transparency in advertisements, faster onboarding, and automation\/AI to streamline processes.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"none\">Employers will better forecast hiring for the year and prioritize long-term growth rather than ad hoc hiring. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"4\" data-aria-level=\"1\"><span data-contrast=\"none\">More gig workers will join the economy with the continued goal of finding flexible opportunities. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<li data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"2\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" aria-setsize=\"-1\" data-aria-posinset=\"5\" data-aria-level=\"1\"><span data-contrast=\"none\">Correct worker classification will be top of mind for employers who want to avoid fines and lawsuits by government agencies. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/li>\n<\/ul>\n<p><b><span data-contrast=\"none\">About LGC<\/span><\/b><br \/>\n<span data-contrast=\"none\">Since 2003 LGC has been building connections between businesses with staffing needs and job seekers looking for new opportunities. Our range of solutions include temporary and permanent placements (and everything in between) in a variety of industries. With offices located nationwide, we can tap into a dynamic pool of talented professionals. We have a passion for creating partnerships that last and work hard every day to ensure both clients and candidates reach their employment goals.<\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"none\">Because we\u2019ve been in staffing for 20 years, we have our finger on the pulse of relevant trends that impact our industry. We hope you find these 2024 staffing trends useful and don\u2019t hesitate to reach out to LGC if you have questions or need assistance with <\/span><a href=\"https:\/\/lgcassociates.com\/contact-us\/\"><span data-contrast=\"none\">staffing in the new year<\/span><\/a><span data-contrast=\"none\">. <\/span><span data-ccp-props=\"{&quot;201341983&quot;:0,&quot;335559739&quot;:0,&quot;335559740&quot;:240}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s the time of year when business leaders in various  [&#8230;]<\/p>\n","protected":false},"author":67,"featured_media":314354,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[64,106],"tags":[781,782],"class_list":["post-314353","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-employers","category-news","tag-2024-staffing-trends","tag-the-zero-consumer"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.0 - 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