Human Resources Trends: Engaging the Parents of Candidates

Many human resources managers report that parents are more involved in the hiring process today than ever before. If you want to attract and retain top performers, try reaching out to their mothers and fathers.

Many parents want to have a better understanding of what their professional children do for a living so they can be more effective at providing emotional and moral support. After all, many technology jobs that are common today did not even exist in the recent past. The trend may be especially strong for recent graduates who regard their parents as mentors and sometimes still live at home. However, it is also relevant for older workers who fall into the sandwich generation that is juggling responsibilities for both their children and their aging parents.

Parental involvement offers many benefits. Positive family dynamics help to make workers happier and more productive. Informed parents can serve as ambassadors for your brand and may take more interest in your industry.

Ever since Google held its first Bring Your Parents to Work Day, more companies are jumping on the bandwagon. It’s already common for parents to perform many of the recruiting functions for universities that used to be done by the staff in the admissions office.

There are simple ways your company can get started. Develop communications targeted to parents like a section on your website or Facebook page. Invite people to share their stories about having a family member who works at your company. Try hosting an open house for parents. It may work in your favor when a candidate is considering your job offer or dealing with a sensitive issue on the job.
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