First Impressions: Candidate Attraction to Application

FIRST IMPRESSIONS:
CANDIDATE ATTRACTION TO APPLICATION

Welcome!
Kevin W. Grossman
President, Global Programs
Talent Board
kevin.grossman@thetalentboard.org
@KevinWGrossman
www.linkedin.com/in/kevinwgrossman

10/17/2017 Copyright © 2017 Talent Board 3
Thank You!
CandE Global Platinum Sponsor

About Talent Board
Talent Board is the first non-profit research organization focused
on the elevation and promotion of a quality candidate experience.
Founded in 2011 as a 501(c)(3) corporation, Talent Board, the Candidate Experience
Awards benchmark program and its sponsors are dedicated to recognizing the
candidate experience offered by companies throughout the entire recruitment cycle and
to forever changing the manner in which job candidates are treated globally.

Benefits of Research Participation
Employers enjoy the following CandE benefits:
• Confidential research program for employers and candidates.
• Comprehensive aggregate benchmarking data.
• Industry recognition for employers with highest positive
candidate ratings.
• Access to industry peers and experts on candidate
experience.
2017 CandE Benchmark Program is now open!
• REGISTER TODAY by visiting:
http://www.thetalentboard.org/cande-awards/how-to-
apply/
• Deadlines:
• North America: August 18, 2017
• EMEA: November 1, 2017
• APAC: November 1, 2017

2016 Candidate Experience Research
2017 Candidate Experience Research
NAM
Companies: 200
Candidates:
180,000
Winners: 50
APAC
Companies: 27
Candidates: 13,000
Winners:
EMEA
Companies: 73
Candidates: 18,000
Winners:
Copyright © 2017 Talent Board10/17/2017 6

2017 North American CandE Winners

1. Nearly 106K candidates responded
2. 74% of candidates conduct their own
research during the job search, a trend
that’s held steady for the past few years
3. Company career sites are still the most
important aspect when researching career
opportunities for 58% of candidates
4. Company values is the most important
marketing content for job seekers at 49%
Key Highlights
74%
58%
49%
Copyright © 2017 Talent Board10/17/2017 9

Research Channels
• 58% Company Career Site
• 36% Employee, Candidate or Customer Referral
• 34% LinkedIn Career Page(s)
• 29% Employer Reviews (Glassdoor, Vault, Great Rated!)
Marketing Content
• 49% Company Values
• 42% Company Culture
• 41% Employee Testimonials
Job Content
• 55% Job Description
• 34% Salary Range/Compensation Structure
• 32% Benefit Details
10
Top Research and Content
Copyright © 2017 Talent Board10/17/2017

Marketing Content
• 36% Answers to 'Why' People Stay Here
• 35% Employee Testimonials
• 33% Answers to 'Why' People Want to Work
Here
Job Content
• 38% Salary Ranges/ Compensation Structure
• 28% Successful Candidate Profile for the Job
• 25% Career Path Examples
11
Wish They Had Access To

46%
49%
5%
Yes: I needed to learn more before applying.
No: I knew I wanted to apply.
I didn’t research - the company contacted me.
Did Researching Play Factor?

13
88%
6% 3% 3%
50%
21%
17%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No: I was never asked. Not Sure: I don't
remember.
Yes: I was asked to relate
my overall experiences
later in the recruiting
process.
Yes: I was invited to share
my impressions around
the information I
researched before I
applied.
1 Star 5 Star
Asked for Feedback Before Applied
Missed
Opportunity
Better
Experience

• Made several improvements to fine
tune for candidate experience
• Created dedicated pages for our teams
on our careers website
• Published Q&A blog posts on our
careers page
• Candidate feedback very positive
14
What CandE Winners Do Better

• Foster culture of total team involvement —
recruiting and marketing
• Communication frequency and openness are
crucial — over-communicate
• Closure is one of the best gifts you can give
candidates
• Relationship starts the first moment candidate
interacts with your employment brand
15

1. Don’t Rely Solely on Written Job Descriptions
2. Invest in the Right Channels
3. Your Career Site Still Matters
4. Include Employee Testimonials
5. Customer Service Approach
6. Communication and Feedback
16

17
CandE Branding
Career Site
Multi-Media
Marketing
and Job
Content
Employee
Testimonials
and Related
“Stories”
Static Q&A
and/or Live
Chats and/or
Chat Bots
Social
Channel
Customer
Service
Approach
Nurture
Marketing to
Possible
Candidates
Convert
Candidates to
Apply

1. Over 84K candidates responded
2. 85% of candidates were not current
employees at the organizations they
applied to
3. 91% of employers offer mobile apply;
only 14% of candidates said they
applied via mobile
4. 51% of candidates who had a 5-star
overall experience are able to view a
progress indicator showing their
application percentage completed
19
Key Highlights
85%
91%
14%
51%

20
22%
16%
12%
24%
Approximately a month ago
Closer to two months ago
More than two months ago
More than three months ago
0% 5% 10% 15% 20% 25% 30%
Waiting for Response after Apply
Missed
Opportunity

21
9%
20%
32%
26%
8%
6%
Less than 5 minutes
Less than 15 minutes
More than 90 minutes
0% 5% 10% 15% 20% 25% 30% 35%
Application and Acknowledgement Time
Better
Experience

22
79%
13%
4% 4%
33% 32%
18% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No: I was never asked. Not Sure: I don't
remember.
Yes: I was asked to relate
my overall experiences
later in the recruiting
process.
Yes: I was invited to share
my impressions about the
application process before
any next steps.
1 Star 5 Star
Asked for Feedback After Applied
Missed
Opportunity
Better
Experience

• Candidates not completing the online
assessment tool
• Candidates put through an obstacle course
• Candidates working around process – pinging
referrers to help circumvent application process
• Dissected steps to make candidate-friendly and
ensure recruiters could screen effectively
23

• Surveys are important tools to measure and
monitor candidate experience
• Overhauling ATS’s auto response function that
improve the frequency and timeliness of its
candidate communications
• Leveraging continuous benchmarking data
• Regularly discuss reasons why candidate
experience needs additional tweaks
24

1. Greater Expectations and Fairness
2. Walk in the Candidate’s Shoes
3. Acknowledge Skills and Experience
4. Acknowledgement and Closure
5. Communication and Feedback
25

26
CandE Applying
Career Site /
Application
Page
Apply for
Your Own
Jobs!
Expectations
on How Long
It Will Take
Expectations
on Next Steps
Post
Application
Static Q&A
and/or Live
Chats and/or
Chat Bots
Delay Auto-
Rejections at
Least 24-48
Hours
Ask “Is There
Anything
You’d Like to
Tell Us?”

46%
26%
10%
9%
11%
11%
9%
Time Disrespected During Interviews Process Took Too Long
Salary Didn't Meet Expectations Job Description Difference at Interview
Company Culture Not a Fit Poor Rapport with Hiring Manager
Poor Communication with Hiring Manager
28
The Business Impact – Withdrawal
Missed Opportunity
with 1-Star Candidates
In contrast, candidates who gave their experience a great 5-star rating only 1.4% left
due to disrespect of time.

44%
40%
12%
4%1% 1%
17%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Definitely Not Unlikely Likely Extremely Likely
How likely are candidates to refer?
1 Star 5 Star
The Business Impact – Referrals
Missed
opportunity
Better
Experience

77%
61%
81%
67%
80%
66%
81%
66%
Positive Experience Negative Experience
Sharing Positive/Negative Experiences (Inner Circle)
2017 2016 2015 2014
30
The Business Impact – Inner Circle

31
51%
35%
50%
34%
49%
33%
51%
34%
Positive Experience Negative Experience
Sharing Positive/Negative Experiences (Social Media)
2017 2016 2015 2014
The Business Impact – Social Media

2% 6%
46%
46%
74%
19%
7%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
Great Candidate
Experience - Increase
Business Relationship
Pretty Good Neutral Poor Candidate
Experience - Severe
Business Relationship
How likely will candidates change relationship status based on their
overall candidate experience ratings?
2017 - 1 Star 2017 - 5 Star
Missed
Opportunity
The Business Impact – Relationship
Copyright © 2017 Talent Board 3210/17/2017
Better
Experience

33
The Business Impact

• A study conducted by Virgin Media — losing
more than 4 million pounds annually in sales
revenues due to poor candidate experiences —
then turned it into a 5 million pound revenue
stream
• Many CandE Winners are today quantifying the
cost of a poor candidate experience, which can
be in the millions of dollars per year, and
incremental improvements can go a long way
to increasing revenue and referral networks
34
Counting the Cost Benefits

…it’s all about improving the impact on the bottom line.
happy boss
In the end…
happy boss

Thank You! Questions?
Kevin W. Grossman
President, Global Programs
Talent Board
kevin.grossman@thetalentboard.org
@KevinWGrossman
www.linkedin.com/in/kevinwgrossman

37WE BECOME YOU™
ADDITIONAL RESOURCES
CANDIDATE EXPERIENCE AND ROI:
HAPPINESS LEADS TO PRODUCTIVITY
http://cielo.ly/GIJP30fVUKp
DON'T CALL IT A "CALL CENTER":
CIELO'S IMPRESSION CENTER PROVIDES AN
UNFORGETTABLE CANDIDATE EXPERIENCE
http://cielo.ly/Mvgt30fVURJ

First Impressions: Candidate Attraction to Application

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

En vedette

En vedette (8)

Similaire à First Impressions: Candidate Attraction to Application

Similaire à First Impressions: Candidate Attraction to Application (20)

Plus de Cielo

Plus de Cielo (20)

Dernier

Dernier (6)

First Impressions: Candidate Attraction to Application