a guide for recruiters candidate engagement at every stage · in this guide, glassdoor and jobvite...

A GUIDE FOR RECRUITERS

Candidate Engagement at Every Stage

2 | Candidate Engagement at Every Stage

Copyright © 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.

In this guide, Glassdoor and Jobvite team up to show recruiters how

to adopt a candidate-centric recruiting model. Jobvite calls this new

model of recruiting Continuous Candidate Engagement™ (CCE) and it

focuses on delivering a unified candidate experience that both excites

and delights the candidate — from first look to first day.

Only through this engagement can companies build more interested,

engaged leads — informed candidates — who will apply for the right

opportunity at the right time. This will also ensure a positive experience

post-apply to create more loyal employee advocates and candidates

who are more likely to apply again or refer others.

INTRODUCTION

As a result, you’ll find better hires — faster and for a far lower cost — who are likely to stay longer and increase productivity.

DEFINITION: The Informed Candidate is a person who is well-researched and engaged with your company,

which means he or she will turn out to be the right fit and — once hired — get onboarded faster and exhibit

greater productivity. Recruiting these Informed Candidates on Glassdoor saves employers valuable time

throughout the hiring process, reducing the number of unqualified resumes to sift through and speeding

up time to fill.

2 Introduction - Candidate Engagement at Every Stage

6 Stage 1 - Awareness

9 Stage 2 - Candidate Consideration

13 Stage 3 - Candidate Interest

16 Stage 4 - Evaluation

21 Stage 5 - Closing the Candidate

TABLE OF CONTENTS

https://www.glassdoor.com/employers/blog/what-is-the-informed-candidate/



Candidate-Centric Strategy

When you shift the focus from managing requisitions to

creating remarkable candidate journeys, you’re able to engage

at the right time, in the right way throughout the recruitment

process with high-quality interactions.

INTRODUCTION

Breakdown of Candidate Journey by Stage:

STAGE 1 Awareness Action: Glassdoor Job Search

STAGE 2 Candidate Consideration Action: Glassdoor Reviews & Ratings

STAGE 3 Candidate InterestAction: Glassdoor Interview Reviews

STAGE 4 Evaluation Action: Glassdoor Benefits & Salaries

STAGE 5 Closing the CandidateAction: Onboarding



Why Recruiting Is Different Today Than in the PastThanks to record low unemployment, recruiting is more

challenging than ever before. The number of unfilled job openings nationally reached a record 6.1 million this year.1

And it’s taking employers longer to get through the hiring

process. In a healthy economic climate like this, smart

hiring decisions are critical.

After all, people have more choices than ever before when

it comes to deciding where to work. And because of

Glassdoor, candidates are more informed, which means

they can self-select for (or against) coming on board with

your company before you even have a chance to engage

with them.

It’s essential to build the kind of candidate engagement process that will meet your current

hiring needs while also nurturing passive candidates. Jobvite specifically focuses on ensuring

that each candidate is engaged with your unique brand — from the first time they view your

career website to the first day they walk through the company’s front doors. Because it’s

harder than ever to recruit, you want to make sure you have a strategy for engaging with every

candidate at every stage, whether or not you’re ready to hire.

INTRODUCTION

1. Source: BLS “Job Openings and Labor Turnover Survey”

It’s all about building a database of interested candidates that you can own and source from. For example, Jobvite gives recruiters the ability to create talent pools from an existing database of qualified candidates, so that when a great opportunity does arise, recruiters can identify a suitable candidate quickly and efficiently.

BONUS POINTS



Continuous Candidate Engagement Continuous Candidate Engagement is a candidate-centric recruiting model that encompasses both technology solutions and strategies to engage candidates at the right time, in the right way, at each stage of the expanded candidate journey.

As the graphic below shows, today’s job seekers don’t experience their search for work in a linear fashion. Understanding the modern candidate’s journey means you’re better able to provide high quality candidate engagement that’s fast and flawless at every stage.

To achieve that type of candidate engagement, though, you’ll need to incorporate new levels of automation (e.g. AI and machine learning), so you can spend more of your time on the human, strategic work — the meaningful moments that drive better, faster outcomes.

INTRODUCTION

Candidate Experience vs. Candidate EngagementCandidate Engagement: Series of interactions you have with a candidate. Engagement is within your control.

Candidate Experience: How a candidate feels about those interactions and the impression they have about your brand. It’s up to you to influence candidate experience so they stay in your ecosystem.

Employer Branding

Sourcing Apply

Social Recruiting

Talent Pools Interview

Qualify Preboarding

Hire Onboarding

Candidate Nurture

Intelligent Matching

Apply Qualify Interview Hire

RECRUITMENT MARKETING HIRING EXPERIENCE NEW HIRE ENGAGEMENT

Modern Recruiting Must Go Beyond Current Strategies and Solutions1

OLD SCOPE Administrative Efficiency

NEW SCOPE Quality and Speed

Straightforward: “post and pray”

Engagement: “first look to first day”

1. Source: Jobvite, Continuous Candidate Engagement eBook pg 7.

http://web.jobvite.com/FY18_Website_CCE_LP.html



STAGE 1

AwarenessAwareness

Consideration

Interest

Evaluation

Closing



RECRUITINGGlassdoor

Employee referrals

Job advertising/campaigns

SEO-friendly job descriptions

Talent pipelines

EMPLOYER BRANDINGGlassdoor

Social media

Career site

Blog posts

TECHNOLOGYAdvanced CRM

Searchable ATS

Sourcing tools

Appropriate Boolean lists

CONTENT MARKETING Talent pipelines

Email/Drip campaigns

Job advertising campaigns

STAGE 1: Awareness

Recruitment Marketing Recruitment marketing incorporates every tactic

that a talent acquisition team uses to draw qualified

candidates into your pipeline. It’s sharing what makes

your company a great place to work in everything from

your job descriptions to your career site and Glassdoor

presence to bring your employer brand to life.

Recruitment Marketing Checklist:



The Impact of Branding on RecruitingAn essential component of any recruitment marketing strategy,

an authentic, well-defined employer brand, helps you attract

and retain quality talent by enabling you to stand out from the

competition and build credibility with job seekers.

5 Steps to Make Your Employer Brand Irresistible on Glassdoor:

Sign up for a Glassdoor Free Employer Account and brand your company page.

See candidate demographics, and understand how they engage with your jobs and

content on Glassdoor.

Customize your profile with a “Why Work For Us” tab.

Broaden your recruiting search with Jobs Spotlight display campaigns.

Benchmark against the competition: profile traffic, employee and interview rating

trends, benefits and more.

35% of hiring decision makers will increase their investment in employer branding in the next 12 months.1

When making a decision on where to apply for a job, 84% of employees/job seekers say the reputation of a company as an employer of choice is important.2

Job seekers are 2x more likely to apply when a job includes employer branded content.3

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3

4

5

1

1. Source: Aptitude Research Partners, 2017; 2. Source: Glassdoor Harris Poll, April 2017; 3. Source: Glassdoor Internal Data, September 2016 - March 2017

STAGE 1: Awareness

https://www.glassdoor.com/employers/products/free-employer-account.htm

http://library.glassdoor.com/website-templates/gd-us-how-to-create-why-work-for-us-section

https://www.glassdoor.com/employers/products/display-advertising.htm



STAGE 2

CandidateConsideration

Awareness

Consideration

Interest

Evaluation

Closing



Warming the Pipeline and Generating InterestProviding valuable content through social media and Glassdoor

keeps people in the pipeline warm and generates interest.

With peer influence stronger than ever, it’s critical to leverage

employee stories everywhere you can.

Additionally, a branded career site is also critical to both keeping

the pipeline warm and generating candidate interest. After all,

your career site is a place to not only educate candidates about

your company but also to make a lasting first impression. Enable

general applications so that even if a candidate doesn’t find

a perfect fit at that moment, they can still be continually nurtured

until the right job opportunity presents itself.

Leverage company stories to bring your company culture to life

and fuel your recruiting. Employee stories are an authentic way to

reiterate your company’s high-level messages and emphasize them

on a gut level. Watch 10 inspiring company videos featured on

Glassdoor company profiles for inspiration.

BONUS POINTS

30%of hires come directly from your career site, according to Jobvite. So it’s crucial to use your career site as a tool to not only build talent pools, but attract and retain candidates.1

STAGE 2: Candidate Consideration

1. Source: Jobvite 2018 Recruiting Benchmark Report

http://library.glassdoor.com/c/10-top-company-cultu?x=J9B7ky



The New Etiquette of Outreach Thanks to evolving technology, the workplace

has become more transparent than ever. Yet

despite this shift, many candidates still complain

of the “black hole” that exists within the

application process.

If you promote a culture that values transparency, but still have a recruiting process that

leaves candidates in the dark, it doesn’t work. Every touchpoint is an opportunity to nurture

a candidate and set up a relationship that encourages and improves retention.

Talentboard reports that more than 50% of job applicantsnever hear back about any steps, even after 2-3 months.


Creating a unified multi-touch applicant tracking

system is key to ensuring that candidate applications

do not fall into a black hole.

By having a transparent application and interview process,

candidates are informed of their status at every step of the way.

For example, the Jobvite ATS logs every instance of an email or

phone exchange with the candidate, whether it be the hiring

manager, recruiter or otherwise, to help ensure that candidate

communication is not falling through the cracks.

Furthermore, at each step of the interview process, the hiring team

can see what actions need to be taken, including providing feedback

on a candidate’s resume, interview, etc., to also ensure a transparent

and timely recruiting workflow.

http://www.thetalentboard.org/article/one-of-the-99/



4 Ways to Leverage Mission-Driven Language to Get ApplicantsA consistent mission inspires passion in employees,

whether or not their job relates to creating the core

product. Here are four ways your company can attract informed candidates with your mission and purpose:


Show how each job fulfills the mission. Candidates will have an easier time of getting on board with

your mission if they understand how the job fulfills it.

Tell customer stories. By sharing stories of happy customers, prospective employees

can see how their work will contribute to the whole.

Differentiate with your mission. A compelling mission that’s tailored to each job listing

attracts informed candidates with similar values.

Find out why employees stay. Start with Glassdoor reviews, employee surveys, and internal

focus groups to find common threads.

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3

4

1

https://www.glassdoor.com/employers/blog/what-is-the-informed-candidate/



STAGE 3

CandidateInterest

Awareness

Consideration

Interest

Evaluation

Closing



7 Tricks to Spark Further Interest inHard-to-Fill RolesFor hard-to-fill positions, content is critical to

recruiting the right people.

J&J Shine, Johnson & Johnson’s custom-built

talent acquisition platform, for example, serves

job seekers with stage-specific content and

career advice, as well as content from the

company to help nurture candidates wherever

they’re at.

Here are seven ways your company can nurture candidates for hard-to-fill roles with content:

Monitor job performance. Use your Glassdoor Employer Center to see what prospective candidates are

clicking on and applying for. Any drop-offs or gaps in interest can help identify

where you need better content.

Encourage employee referrals. According to ERE, employee referrals are the most powerful source of finding

quality candidates — especially for hard-to-fill roles. They typically close quicker

(#1 in time-to-fill) and stick around longer.

STAGE 3: Candidate Interest

The Jobvite 2018 Recruiting Benchmark Report also shows that referrals are 4X more effective, when compared to the average across all hire sources.

2

1

http://www.careers.jnj.com/johnson-and-johnson-candidates-here-is-what-you-can-expect-from-us

https://www.ere.net/10-compelling-numbers-that-reveal-the-power-of-employee-referrals/

http://web.jobvite.com/Q118_Website_2018Benchmarks_LP.html



Get smart with content marketing. By creating and publishing unique and interesting recruiting content that matters to your

prospective candidates, you can build your reputation as an employer of choice, generate and

capture interest in your organization, and help applicants find your company easily online.

Revise your job descriptions. Use attractive language that highlights the benefits and rewards of working at your

organization. And be sure to include links to your company’s social media accounts and

Glassdoor profile.

Don’t go unicorn hunting. Align with the hiring manager to set expectations on what an ideal candidate would look

like — what are need to haves vs. nice to haves? Make sure you’re not setting the bar too

high. Read the job description and ask yourself: Is this job realistic? Do I know people like

this who really exist? Is this job description inviting to my target candidate?

Focus on college recruiting. Implement job shadowing programs for high school students, create internship programs

for high school and college students, participate in college recruiting, and hire as many

entry-level grads as possible.

Look Inside. Often times we have a pool of great candidates that may have made it to the final rounds

of interview, but are not quite right for the role at that time. Don’t lose these candidates!

Instead tag them accordingly, so that when a new role does open up, you’ll have a qualified

candidate ready to go.

STAGE 3: Candidate Interest

4

6

7

3

5

Hiring decision-makers say tactics to recruit passive candidates are less effective. 79% of hiring decision makers report a concern or challenge in attracting and

hiring passive candidates as they have grown weary of contact through networking sites (e.g. LinkedIn) and respond at a much lower rate.1

1. Source: Aptitude Research Partners, 2017

https://www.glassdoor.com/employers/blog/20-days-content-recruiting-informed-candidates/

http://library.glassdoor.com/c/write-great-job-descriptions?x=jKzbK6



STAGE 4

Evaluation

Awareness

Consideration

Interest

Evaluation

Closing



Evaluation ChecklistAt this point, you shouldn’t have to focus on telling

candidates why your company is a great place to work —

they’ll have already picked up on that. You want to engage

with the candidate by providing a valuable interview

experience that keeps them in the loop.

Send an initial confirmation email with an overview of what to expect. Reaching out and demystifying the process goes a long way toward making candidates

feel at ease and happy.

Provide consistent feedback throughout the interview process. Rather than “going dark,” remember to close the loop with every applicant who reaches

out by following up on each interview appearance.

Make sure your interview process isn’t just a heavy-handed screening. Go beyond checking off boxes, and conduct behavioral interviews to determine how

a candidate’s past performance supports your company’s future needs.

Assign different interviewers specific questions. Ensure that all members of the hiring team are communicating with each other effectively,

so questions are not unnecessarily repeated.

Let your interview team do the heavy lifting on the sell. At this stage, it’s not about selling the company — it’s about selling the specific team and

the specific projects owned by that team. Encourage the hiring manager to share photos or

videos featuring the team they would be joining.

STAGE 4: Evaluation

https://www.glassdoor.com/employers/blog/11-must-ask-behavioral-interview-questions/



Overview of what you should include in your outreach message:

A warm opening line like this: Hi, [first name], I’m happy to let you know that I’ve finalized your interview arrangements. Please take a moment to reply to this email so I know you’ve received this information and that we’re confirmed.

Date and time of the confirmed interview, including time zone especially if the interview is by phone or video conference.

A direct-line phone number to call if the candidate is running late.

Any specific tips or friendly reminders that relate to the meeting. If this is an in-person meeting, it might include details about where to park. If this is a call or video conference, it might be a reminder to find a quiet environment and use a reliable phone line.

Some notes on how to prepare specifically for this interview, including a link to your company’s Glassdoor profile, links to any recent exciting news about your company, and links to any other online resources that might help the candidate feel ready.

Closing remarks including notes about your diversity and inclusion policy, making sure that the candidate feels comfortable asking for accommodations if they have a disability.

Sign off using your first name, and let the candidate know that they are welcome to reach out with any questions.

Interview ConfirmationEmail ChecklistReaching out and demystifying the process goes

a long way toward making candidates feel at ease

and happy, a feeling that will stay with them however

long they stay in the funnel stage.

STAGE 4: Evaluation



5 Screening Questions to Ensure Nothing is MissedHere are five interview questions that will help you

identify quality candidates in a short amount of time.

INTERVIEW QUESTION: What’s your availability for this job?

WHAT TO LOOK FOR: The candidate’s expectations for hours,

location and availability should be in line with what your company is

offering. Guide the conversation to the candidate’s preferences for

onsite versus remote work, expected hours per day and yearly

vacation and benefits to get a sense of what is negotiable and

what is not.

INTERVIEW QUESTION: What attracts you most about this position?

WHAT TO LOOK FOR: What attracts the candidate to the job

should be in line with your vision for the job. If it’s not, the prospective

hire will likely get frustrated or bored with the position and decide to

move on in the future.

INTERVIEW QUESTION: What was the best thing about your last job?

WHAT TO LOOK FOR: Answering this question requires candidates

to assign value to the experience they had in their last job. Look for

candidates who loved something about their last job that they can also

love about the new job — similar tasks and goals, a comparable team

dynamic, etc.

STAGE 4: Evaluation

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STAGE 4: Evaluation

When you find a great candidate, but there is no current open role that’s an exact fit, be sure to keep them in a calendar that tracks outreach, and follow up regularly. And when you find the right candidate for a current role, you want to close the deal. With all the time and energy you and your team have invested, it’s time to get a signature of acceptance. Take advantage of the checklists and templates in our Guide to Closing Candidates that walk you through this critical final stage.

BONUS POINTS

INTERVIEW QUESTION: What was the worst thing about your former job?

WHAT TO LOOK FOR: Even if a candidate is coming from

the worst job in the world, a prospective hire with poise and

a positive attitude will be able to answer in a productive way.

Look for evidence of understanding complex problems within

the industry or an ability to overcome challenges.

INTERVIEW QUESTION: How would you solve this problem?

WHAT TO LOOK FOR: It’s not always realistic to thoroughly

test a candidate’s technical skills or arrange for a trial project.

But you can ascertain how a candidate approaches a common

problem they might experience on the job. Whether they answer

the question correctly or not, you’ll still gain insight into how

they communicate and solve problems.

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5

https://www.glassdoor.com/employers/blog/close-candidates/



STAGE 5

Closing theCandidate

Awareness

Consideration

Interest

Evaluation

Closing



Check in with new hires at 30-, 60- and 90-day intervals to

solicit feedback on how satisfied they are with the company and

how confident they are that they made the right decision to

come on board.

BONUS POINTS

STAGE 5: Closing the Candidate

Building a Relationship for Long-Term SuccessOnboarding is pivotal to get your new employee up to speed and

producing at a high level, but it is even more important for the new

hire to feel like the company is investing in them to be successful.

Here are a few tips to help you get it right:

Confirm source of hire. This will be a powerful metric when

analyzing hiring strategy and retention for years to come.

Spread the paperwork out over a few days. Or better yet,

send it to them ahead of time, so they can hit the ground

running on the first day.

Have members of the team reach out to them ahead of their first day to welcome them, and provide an agenda for their

first week ahead of their first day.

On their first day, welcome them with a gift and a handwritten card signed by every member of the team. And include time for

your new hire to socialize with their team.

Ask new hires to write a Glassdoor review about your

interview process.

http://library.glassdoor.com/website-ebooks/the-new-hire-onboard



RECAP

Quick Content Hacks for the Candidate Journey

Continuous candidate engagement requires building and nurturing a steady cadence of

communication, but it doesn’t have to be hard. Use the quick checklist below to make sure there

are no gaps when you implement — and scale — an authentic and human continuous candidate

engagement program at your company.

Engage in comprehensive recruitment marketing. Leverage Glassdoor events, referrals, job

marketing, mobile recruiting, talent networks,

social media, career site, CRM, recruitment

automation, and email lead nurturing to attract

the right candidates to your company.

Use Glassdoor Jobs Spotlight to broaden your recruiting search. Display campaigns allow you to target your employer

brand and open positions to the candidates you want

to hire that may not already be aware of you.

Make your employer brand irresistible. Sign up for a Glassdoor Enhanced Profile and

brand your company page.

Respond to your reviews on Glassdoor. Make a regular practice of closing the feedback

loop on both positive and negative reviews.

Use Jobvite for a unified multi-touch applicant tracking system. This approach ensures that candidate applications

do not fall into a black hole.

Leverage mission-driven language. Craft job descriptions thoughtfully to attract

people who feel passionately about the overarching

purpose of your company and the role they will

play in carrying out that vision.

Provide consistent feedback throughout the interview process. Personally shepherd the candidate through a

challenging, thorough and delightful experience.

Onboard every new hire comprehensively. Be sure they feel confident that your company is

investing in them to be successful.

https://www.glassdoor.com/employers/products/display-advertising.htm

https://www.glassdoor.com/employers/products/enhanced-profile.htm

https://www.jobvite.com/



About Glassdoor

Glassdoor is one of the largest and fastest growing job sites in the US today.1

Set apart by the tens of millions of reviews and insights provided by employees and

candidates, Glassdoor combines all the jobs with this valuable data to make it easy

for people to find a job that is uniquely right for them. As a result, Glassdoor helps

employers hire truly informed candidates at scale through effective recruiting

solutions like job advertising and employer branding products. Launched in 2008,

Glassdoor now has reviews and insights for approximately 700,000 companies in

more than 190 countries.2 To stay up to date on employer-related news, industry

trends and hiring tips, visit the Glassdoor for Employers Blog.

About Jobvite

Jobvite is leading the next wave of recruitment innovation with Continuous

Candidate Engagement (CCE), a candidate-centric recruiting model that helps

companies engage candidates with meaningful experiences at the right time, in the

right way, from first look to first day. The Jobvite Platform infuses automation and

intelligence into today’s expanded recruiting cycle to increase the speed, quality,

and cost-effectiveness of talent acquisition. Focused exclusively on recruiting

software since 2006 and headquartered in San Mateo, Jobvite has thousands of

customers including LinkedIn, Schneider Electric, Premise Health, Zappos.com, and

Blizzard Entertainment. Jobvite was named a leader in the in the “Forrester Wave

for Talent Acquisition, Q3 2015,” and a leader in IDC’s MarketScape: Worldwide

Modern Talent Acquisition Systems 2017. To learn more, visit www.jobvite.com and

follow us @Jobvite.

For more recruiting resources and candidate engagement best practices, visit

www.jobvite.com/resources for the latest guides, whitepapers, and webinars, or

reach out directly to us at [email protected].

To get involved in the conversation on Glassdoor and start managing and promoting your employer brand,

email [email protected], call (415) 339-9105 or visit www.glassdoor.com/employers.

For the latest in recruitment marketing tips, best practices and case studies, follow us on Twitter: @GDforEmployers.

To get involved in the conversation on Glassdoor and

start managing and promoting your employer brand, Claim Your Free Employer Account

1. comScore Media Metrix, September 2017; 2. Source: Glassdoor Internal Data, September 2017


https://www.glassdoor.com/index.htm

https://www.glassdoor.com/employers/products/job-advertising.htm

https://www.glassdoor.com/employers/products/enhanced-profile.htm

https://www.glassdoor.com/employers/blog/

http://web.jobvite.com/Q315_Website_ForresterWave_LP.html

http://web.jobvite.com/Q315_Website_ForresterWave_LP.html

http://web.jobvite.com/FY17_Website_IDCMarketScape_LP.html?utm_source=website&utm_medium=blog&utm_content=idcmarketscape

http://web.jobvite.com/FY17_Website_IDCMarketScape_LP.html?utm_source=website&utm_medium=blog&utm_content=idcmarketscape

https://www.jobvite.com/

https://twitter.com/jobvite

http://www.jobvite.com/resources

mailto:recruit%40jobvite-inc.com?subject=

mailto:employers%40glassdoor.com?subject=

http://www.glassdoor.com/employers

https://twitter.com/gdforemployers?lang=en

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a guide for recruiters candidate engagement at every stage · in this guide, glassdoor and jobvite...

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