5 actions to improve your candidate experience
TRANSCRIPT
5 Actions To Improve Your Candidate Experience… and why it
matters!
Webinar 22nd October 2013
Presenters
Paul MaxinFormer Global Resourcing & Recruitment
Director at Unilever
Matt AlderResourcing Specialist and Futurologist,
Metashift
Who am I?
Name: Paul Maxin
Role: Former Global Resourcing & Recruitment Director at
Unilever
Twitter: @paulmaxin
Hobbies: Family, travel writing, West Ham United, and an
unhealthy encyclopaedic knowledge of the works of Bob
Dylan.
Question 1
Q. What percentage of candidates say their recruitment
experience influences their purchasing habits of goods and
services from that organisation?
A.
Question 1
Q. What percentage of candidates say their recruitment
experience influences their purchasing habits of goods and
services from that organisation?
A. 53% of candidates
Question 2
Q. What percentage of people share their recruitment
experience with their networks?
A. 77% of people share their recruitment experience with their
networks.
Question 2
Q. What percentage of people share their recruitment
experience with their networks?
A. 77% of people share their recruitment experience with their
networks.
Question 2
Q. What percentage of people share their recruitment
experience with their networks?
A. 77% of people share their recruitment experience with their
networks.
And 74% of candidates would share a negative candidate experience…
Candidates are our consumers!
“At Unilever, the majority of candidates do not get a role. Therefore, our rejection capability needs to be just as
good as our selection capability.”
A candidate’s experience, whether successful or not, influences their on-going attitude
as a consumer. At Unilever there is a consumer (and candidate) centric approach
which:
• Builds their employer brand
• Enhances their value proposition through candidate experience
• Delivers brand advocacy
Social media
Where should valuable
time and resources be
invested?
The social media world
evolves and changes rapidly.
This plethora of social media
categories and tools can be
daunting to organisations yet
to formulate a strategy.
Acts as an avenue of communication for companies, and a voice for candidates.
Example: Glassdoor
Trip adviser for job seekers.
A career community that offers an inside
look at jobs and companies, underpinned by
user generated reviews and ratings.
> 18 million members
> 4 million company reviews, salary
reports interview questions reviews
and photos
> 75 million page views each month
Why do people use Glassdoor?
> Information that maybe unavailable on a corporate
website
> Gain insights into average employee salary and first
hand advice of interview process
> See how employees rate their company in terms of
management, opportunities, work/life balance and
culture
Question 3
Q. What percentage of job seekers say they were influenced by
employee-provided reviews and ratings?
A. 96% are influenced
Question 3
Q. What percentage of job seekers say they were influenced by
employee-provided reviews and ratings?
A. 96% are influenced
Key Recruiting Trends
Recruitment organisations today are looking at trends to innovate recruitment strategies and
improve hiring effectiveness. The following are key recruitment trends to be considered:
Candidate Sourcing
The Rise of Social Media
• Direct Sourcing• Building Talent
Communities
Everyone is a Recruiter and an Ambassador
Candidate Experience
Anytime/anywhere access
Two-way/remote assessments
Foundation Services
SaaS
Strategic, Paperless Onboarding
Leveraging Recruitment Analytics
The Careers Site and Social Web Transformation
ConversationBroadcast
NurturingAttracting
HumanCorporate
Frictionless Application
Formal Application
Careers Ecosystem
Careers Site
The Elements of the Social Ecosystem
Tailored Point Of Contact for job seekers; First Point of Contact for Corporate Stakeholders and
employer brand building through factual information
Embassy to nurture on-going conversation aimed at generating engagement around / raising
awareness of: the company culture; the opportunities that Unilever has to offers; the commitment
to sustainability; the brands… and ultimately provide tailor made job news and advice.
Embassy for visual brand engagement and storytelling. Repository of video assets that can be
used across other social media channels to satisfy educational needs and spark engagement.
Repository of useful information that can be used in the consideration (I’m considering changing
my job) and interview phase. Content is mainly user generated.
The Ecosystem at Work
Applicant sees
Facebook Advert
Applicant sees job
publicised on Twitter
Applicant “Likes” Facebook page
Applicant interacts with content
Applicant searches for “working at
company”
Applicant watches YouTube video about working at company
Applicant checks out Unilever on LinkedIn
or Glassdoor
Applicant follows
Facebook link and applies
through app
Push PushPull Pull
My Top 5 Actions
1) Ensure your leadership is on board
2) Develop employees into brand ambassadors
3) Share authentic stories
4) The majority of candidates will not be successful –
your rejection capability must be as good as you selection
capability
5) Treat all candidates as your customers or consumers
A great candidate experience…
> Candidate is clear about the selection process (who they will see and why)
> Candidate is provided with clear briefing about who they are meeting, their role
etc – via the executive search partner
> Candidate is not asked to come back time and time again to see different
people/goal posts moving…
> Last minute changes to interview times are avoided
> Candidates should never be kept waiting. Punctuality or lack of it creates a strong
impression.
> Interviewer should allow time for the candidate to ask questions
> Candidate goes away with a positive impression, whether or not they are
recruited for the role
> Candidate gets clear feedback
> Candidate is communicated with on a timely basis
Matt Alder
www.metashift.co.uk
My Top 5 Actions
1) Be where the candidates are
2) Always tailor content
3) Manage your candidates expectations
4) Take a team approach
5) ‘You can’t manage what you don’t measure!’
No. 1. Be Where The Candidates Are
“88% of job seekers have used a mobile device to
search for jobs in the last year”Google Consumer Survey 2013
Since February 2010, the number of job seekers with
smart phones has risen from 43% to 76%. Companies
need to engage with candidates on the platforms that
they use.
Example: Adaptive Candidate Experience
CompareTheMarket.com
offer a mobile experience
that works across all
devices. Companies need to
understand what mobile
job-seekers are doing on
their site to ensure they
offer the best experience.
So how do potential candidates approach the mobile job hunt?
> 70% of candidates want to be
able to apply for a job using a mobile
device
> 62% browse for jobs
> 45% find out more about
potential employers
> 27% get email alerts for jobs
> 19% check salary
Research from Jobsite
So keep it simple!
Slow off the mobile mark? Google’s cracking down…
A recent update to Google’s search algorithm have made mobile sites
compulsory for those that don’t want to significantly loose traffic. A bad
mobile experience won’t just impact a companies candidate experience
but it will also hinder their interaction with talent.
“To improve the search experience for smartphone users and address their pain
points, we plan to roll out several ranking changes in the near future that
address sites that are misconfigured for smartphone users.”Google
No. 2. Always Tailor Content
Understand what motivates your candidates and tailor your
content accordingly…
Everyone’s different…
Concerned about:
> Rates of pay
> Hours & shifts
> Insurance cover &
benefits
> How long is the
commute? Can I park?
> Management culture
> Job stability
Concerned about:
> What software?
> Development
environments
> Training and development
> Do you offer food &
beverages?
Findings based on the results from surveying 80,776 job applicants by Mystery Applicant
No. 3. Manage Expectations
15%
16%
56%
10%3% Regular Updates (status
of application)
Being treated as an individual
Feedback
Flexibility of interview scheduling
travel costs paid (in-terview)
Understanding the
expectations of your
companies target market
is essential to create an
exceptional candidate
experience.
Findings based on the results from surveying 80,776 job applicants by Mystery Applicant
Expectations are different…
16 - 20 20 -25 25 - 30 30 - 40 40 - 50 50+0
10
20
30
40
50
60
70
80
How many days does a candidate expect an application process to take
(by age of applicant)?
Days
Everyone’s expectations are
different and whilst you can’t
please everyone, by
developing an understanding
of the expectations of your
target market, and how this
differs by age, gender etc,
your candidate experience
will flourish.
Findings based on the results from surveying 80,776 job applicants by Mystery Applicant
No. 4 Take A Team Approach
The candidate experience will only
improve if everyone in the team
supports each other and pushes for
improvement. Training and on-going
recognition of improvements are key
to success.RMS engaged their hiring managers through
recognising exceptional candidate feedback with a
monthly award.
“Hiring Manager of the Month”
No. 5. Measurement
“You can’t manage what you don’t measure”
If the candidate experience is
not measured then it is
impossible to monitor its impact
and development.
Why measure candidate experience feedback?
“Data evidence rather than assumptions”
> Become the eyes and ears of your recruitment process
> Monitor the ROI of your campaigns in real-time
> Strengthen your employer brand
> Identify areas for improvement and efficiencies – both in terms of people and
processes
> Gather real insight into your diversity practices – how effective are they?
> Better engage with your candidates so you can hire more of the right people
> Review sourcing, benchmarking and supplier relationships
What are your candidates saying about you?
Find out with
Turn job applicant feedback into powerful analytics
Automated distribution Feedback Interface Dashboard Reporting Benchmarking
Mystery Applicant automates the process of gaining candidate feedback, to deliver real-time recruitment analytics and optimize candidate experience.
