build consumer quality recruiting candidate experiences

Build Consumer Quality Candidate Experiences Stephen Schwander & Ian Alexander

Agenda

•  What is candidate experience? •  Why does it matter? •  What is a consumer quality experience •  Key practices for recruiting success •  Q&A

What is Candidate Experience?

The quality of the interactions a potential candidate has with a prospective employer from curiosity to signed offer letter

•  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement •  Communications •  Recruiter interactions •  Scheduling •  Environment •  Interviews •  Offer

What is Candidate Experience?

The quality of the interactions a potential candidate has with a prospective employer from curiosity to signed offer letter

•  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement •  Communications •  Recruiter interactions •  Scheduling •  Environment •  Interviews •  Offer

Our Focus

Why Does It Matter?

Your interaction with MOST of your candidates happens before you know who they are

964k  Views  

111k  Starts  

26k  Applicants  

617  Hires  

97%  Unknown  

3%  Known  

* Source: Talemetry client two month career site analytics

Focus: Improving candidate experience for 97% of your interactions •  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement

Why Does It Matter?

964k  Views  

111k  Starts  97%  Unknown  

Small improvements make big recruiting differences

964k  Views  

215k  Starts  

96k  Applicants  

2,278  Hires  

90%  Unknown  

10%  Known  

Why Does It Matter?

Why Does It Matter?

Your candidates are customers, voters, social network commenters, and potential gold-star prospects for your competitor

964k  Views  

111k  Starts  

26k  Applicants  

617  Hires  

99.94%  somewhere  between  saEsfied  and  angry  

.06%  Very  happy  

* Source: Talemetry client two month career site analytics

What is a Consumer Quality Experience?

(It’s  Mobile)  

(It’s  Mobile)  

What is a Consumer Quality Experience?

(It’s  Mobile)  

What is a Consumer Quality Experience?

(It’s  Mobile)  •  Common design •  Hero images •  Card layouts •  Long scrolls •  Responsive design

What is a Consumer Quality Experience?

•  Filtered results •  Relevant content •  Personalized

experiences

What is a Consumer Quality Experience?

•  Large type •  Prominent calls to

action •  Easy conversion

What is a Consumer Quality Experience?

More targeted, multi-channel

Basic capability, limited reach

Basic efficiencies in place

All activities optimized

Strategic Value Gap

BASI

C

FUNC

TION

AL

MOD

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OPTI

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Copyright © 2015 Talemetry, Inc. All rights reserved. 15  

INBOUND Experience •  Manual job posting to each job

board

OUTBOUND SOURCING •  Basic database searching

separately of job boards •  Basic ATS searching of past

applicants •  Overuse of agencies ENGAGEMENT/NURTURING •  Apply auto response CONVERSION/CANDIDATE EXPERIENCE •  Basic career site •  Basic Web apply process

Capabilities

INBOUND Experience •  Automated job advertising •  Centralized job advertising •  Free and diversity sites

OUTBOUND SOURCING •  Centralized multi-database

sourcing/searching ENGAGEMENT/NURTURING •  One-to-One recruiter email

outreach CONVERSION/CANDIDATE EXPERIENCE •  Job specific apply processes •  Ownership of career site •  Site level SEO

INBOUND Experience •  Measurement and

optimization

OUTBOUND SOURCING •  Measurement and

optimization ENGAGEMENT/NURTURING •  Measurement and

Optimization

CONVERSION/CANDIDATE EXPERIENCE •  Candidate surveys •  Measurement and

Optimization OPTIMIZED MANAGEMENT •  Unified sourcing analytics •  Traffic sources •  Source of applicants •  Source of hire •  Applicant conversion rates •  Email open/click rates •  Recruiter/agency efficient •  Activity analytics for recruiters

Busin

ess V

alue

Competitive Lagging

Maturity  Model  

INBOUND Experience •  Per-click advertising •  Social site advertising •  Referral programs

OUTBOUND SOURCING •  Talent Networks •  Job talent pipelines •  CRM & email campaigns •  Agency/job distribution ENGAGEMENT/NURTURING •  Talent Networks •  Email engagement programs/

content CONVERSION/CANDIDATE EXPERIENCE •  Targeted/branded career

sites •  Internal career sites •  Social and mobile apply •  Job level SEO OPTIMIZED MANAGEMENT •  Basic source tracking

Keys to Candidate Experience Success

Make it mobile •  As much as 80% of candidates browse jobs on a

mobile device •  New search algorithms favor mobile-friendly sites and

job listings •  Companies with lagging technology turn off top talent •  Offer social profile or cloud storage options for

submitting resumes •  Give mobile browsers the option of requesting a job link

via email so they can apply later from their desktop

Keys to Candidate Experience Success

Segment your candidate personas •  Develop a map of your key employee groups •  Deliver targeted and relevant jobs and content to

specific candidate targets

Keys to Candidate Experience Success

Deploy targeted career sites •  Create different career sites for different personas •  Highlight the relevant jobs and company information •  Get detailed conversion tracking so that you can measure

the effectiveness and the value of your targeting efforts

Keys to Candidate Experience Success

Email often •  Notify applicants that their application was received •  Send auto-emails at every reasonable step of your

candidate workflow •  Send notifications that they are not being considered or

that the job has been filled

Keys to Candidate Experience Success

Take ownership •  Consider modern content management systems (CMS)

that allow your recruiting organization to take ownership of changes

•  Designate dedicated resources within IT or marketing to support career site evolution or deploy tools

Keys to Candidate Experience Success

Make job search prominent and intuitive •  Your JOBS are what candidates are looking for •  Make job search prominent and intuitive •  The better the search, the higher your conversion

rates and the more applicants you will get

Keys to Candidate Experience Success

Suggest relevant jobs and content •  Group your jobs and related content around keywords •  Suggest related jobs, testimonials, and company information

based on job search results •  Display relevant videos and content within, or next to, each job

description •  Remember, jobs are your currency to attract and engage

potential candidates

Keys to Candidate Experience Success

Make calls to action obvious, simple, and mobile •  The shape, color, and location of a button can sway click

rates significantly •  Test different variations of your search and apply buttons

to get the highest response rate

Keys to Candidate Experience Success

Make job titles relevant to the target candidate •  Craft titles that are relevant to the outside world and

make searching simple •  Be creative. Your titles will show up next to other

companies’ jobs

Keys to Candidate Experience Success

Craft realistic and compelling job ads •  Go beyond the job description •  Paint a picture of what a day in the life of the employee looks like •  Ditch line by line job duties

•  You’ll miss out on an opportunity to entice the job seeker, plus you’ll get resumes and cover letters designed to fit your job description

•  Focus on expected results

Keys to Candidate Experience Success

Remove dead links •  Expired jobs leave “404 page not found errors”

that can frustrate candidates •  Use Google Webmaster Tools to check for 404s •  Create redirect pages to capture dead link traffic

and funnel it back to relevant job pages

Keys to Candidate Experience Success

SEO your jobs •  Google ranking can dramatically increase your traffic to

specific jobs •  Use keywords in the job listing that are relevant to job seekers •  Create URLs that contain these keywords •  Create description text that entice job seekers to click when

they find your listings on search engines •  Make sure your pages are mobile

Keys to Candidate Experience Success

Make applications short •  Application completion rates can be as low as 10% or less •  Casual/passive candidates have little time for

comprehensive initial applications •  Determine minimum data to begin the process and collect

full application data later •  Your cost per candidate will shrink rapidly

Keys to Candidate Experience Success

Build a network •  Create easy opt-in for causal candidates to express interest •  Provide a prominent button inviting them to join a talent

network targeted to their interest •  Use resume and social profile extraction to make it easy to

get sourceable data •  Use this network for sourcing and engaging candidates

over time

Keys to Candidate Experience Success

Make it modern •  Use common design elements

•  Hero images •  Large text •  Fewer words •  Prominent calls to action

•  Web visitors are reading less and accessing the web via tablets and phones

Keys to Candidate Experience Success

Know the referral path •  Candidates can find your jobs on unscrupulous sites •  Control how candidates find your jobs •  Monitor referral sources to spot errant sources •  Regularly survey applicants to surface potential

problems in your candidate experience

Keys to Candidate Experience Success

Measure everything •  Candidate experience improvements generate

bottom line benefits •  Measure and refine key analytics:

•  Overall traffic •  Activity/time on site •  Traffic by source •  Applicants by source •  Hires by source •  Applicant conversion rates (completed applications

divided by total traffic) •  Application drop off rates by page (percentage of

candidates who start but don’t complete applications)

•  Talent network size and make up

Hero  Image  

Targeted  Microsites  

Talent  Network  

Jobs  Front  and  Center  

Less  Text  –  Quick  Video  

Mobile  

Questions and Wrap-up

Free Candidate Experience

Strategy Snapshot report emailed to you

Learn about Talemetry Candidate Experience Solutions and Recruitment Marketing Platform

Talemetry.com ialexander@talemetry.com