The candidate experience is measured by how effective your touch points with top talent are, and this process is becoming increasingly important in creating a strong employer brand strategy.
With less than a month until the Randstad Employer Brand Research for 2017 is released, when New Zealand’s top 20 most attractive brands for 2017 are revealed, now is a great time to start assessing your candidate experience and refining your processes.
The experience candidates have with your business can really shape their perception of your brand, from your online persona to how welcoming and thorough you are throughout your onboarding process.
It’s vital that organizations consider every step of the candidate experience and refine every moment to enhance employer brand attractiveness and retention levels. Here’s why:
it’s a candidate’s market
New Zealand’s job market is no longer about candidates trying to please employers, it has been transformed into a candidate market, with just 6% of New Zealanders actively seeking jobs at the beginning of 2017, according to the Randstad Workmonitor Report Quarter 1 2017.
In order to win the best candidates on the market, employers must keep them interested and involved at every stage of the recruitment and onboarding process.
Companies that don’t prioritise the candidate experience may find that their employer brand is less attractive to high-quality candidates. Moreover, thanks to social media, a negative experience will more than likely find its way online and alert other potential candidates about your brand.
Here’s why you really need to refine candidate experience:
- more than 60 percent of candidates have had a bad experience with a company
- out of the candidates that have had a bad experience, 72 percent have shared it with other people either online or in person
- applications are one of the biggest problems when it comes to candidate experience. Job applications can take on average between 3 to 4 hours to complete, and around 72 percent of employers spend just 15 minutes reviewing each one
- 65 percent of applicants state they rarely or never hear back about their submitted applications
- while, 51 percent of candidates that got a response about their application received it over a month after they submitted
- candidates who never hear back are 3.5 times less likely to re-apply to through the company in question
5 ways to improve your candidate experience today
The evidence is there, organizations today need to promote an outstanding customer experience. Companies are being held accountable when they do not address this issue at all, which is why we’ve come up with 5 action points to follow to get your candidate experience up to scratch:
1. be honest about all aspects of the role
It might sound strange, but it’s actually very important to tell candidates the truth about the position they are applying for, even if that means telling the candidate about some of the negative aspects of the position. This may seem counterproductive, but by being transparent and upfront with potential employees you are less likely to disappoint them long term.
It also gives candidates the full picture about working for you, allowing them to decide whether or not the position is really for them, leaving only the really serious candidates left to consider the role.
2. try to relate to the candidate
It’s very easy for employers to forget what it’s like to apply for a job, and some employers make the mistake of acting as though they are separate or above the candidates they are looking to employ. This can only lead to a negative candidate experience that often cannot be redeemed.
Try to put yourself in the candidate’s shoes and imagine what it must feel like to be applying for a role at your company. How would you want the process to run? Would you like to be kept informed about the status of your application and undertake a professional and welcoming interview?
Start to address these questions and make changes to your application, interview and onboarding processes to reflect how you would like to be treated.
3. show them your work environment
If you have a highly-qualified candidate it’s a great idea to give them a tour of your office and introduce them to some of their potential colleagues.
This will not only make them feel like one of the team, but will also give your staff a chance to meet the candidate and give their feedback. Culture fit is just as important as qualifications when it comes to working as part of a team.
4. create bespoke interview processes
Research and get to know your candidates before they come in for an interview, there is nothing worse than a candidate meeting a HR manager who doesn’t know anything about them and hasn’t interacted with them before.
The interview has to be attractive to the candidate for them to want to work for you. Getting to know them more thoroughly is also a great way of deciding whether they are a good fit for you and your company in the long term.
5. refresh your application process
If you have a long and complicated application process, it might be time to reassess it. Why not create an easy-to-follow application instruction video for candidates to watch as they fill in the form to help them speed up the process.
Think about other ways you can make your application process more straightforward for candidates like putting it into phases or getting candidates to submit a video application.
your employer brand
It’s crucial that you also assess your overall employer brand when looking at your candidate experience. By improving and enhancing your candidate experience your brand will be more attractive to the best talent.
Don’t forget, it’s just one month until the Randstad Employer Branding Research 2017 results are revealed, the most comprehensive independent research about employer branding in the world. Find out the most attractive New Zealand employers for 2017 and gain insights into how to improve your employer brand in the New Zealand market, keep a close-eye on our social media channels and website for updates.
Posted: Thursday, 6 April 2017 - 8:32 AM