RallyFwd Virtual Conference, December 4, 2019 "Bears, Goldilocks and AI: Getting Candidate Experience 'Just Right'" Presented by Kristen Magni, VP Talent & Culture, Bozzuto

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Bears, Goldilocks and AI:
Getting Candidate
Experience “Just Right”
Kristen Magni
VP Talent & Culture,
Bozzuto

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WHAT YOU’LL
LEARN
1. Why candidate
experience matters
2. What’s “Just Right”
3. The role of tech in
candidate experience
© 2019© 2019

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ABOUT BOZZUTO
We Create SanctuaryWeCreateSanctuary

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ABOUT BOZZUTO

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What’s
wrong
with this
picture?
© 2019

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THE CHALLENGES AND
OPPORTUNITIES
The importance of Candidate and ultimately Employee Experience

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An unsatisfied candidate is no longer a voiceless
unknown who will complain about their experience to a
couple friends at dinner. In the 21st century, an
unsatisfied candidate is an enraged Twitter account, an
antagonistic Facebook page, and a hostile Instagram
profile. Your company’s reputation among customers is
no longer distinct from your reputation as an employer.
—Glassdoor 2019

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MOMSTER

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£4.4 Million
Lost Revenue
33%
Switched to a
Competitor
18%
Of Candidates Were Customers
Rejected Candidate Survey

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THE OPPORTUNITY
50% of candidates who
gave their experience
the lowest rating said
they would take their
business elsewhere
70% of candidates who
gave their experience
the highest rating said
they would increase
their buying
relationship with the
employer
Candidates satisfied
with their experience
were more than twice
as likely to recommend
the employer to others
Candidates satisfied
with their experience
were 38% more likely to
accept the job offer
Keeps
Customers
Loyal
Creates
New
Customers
Increases
Your
Talent
Pool
Helps You
Hire the
Best Talent
Source:

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THE MAGIC TOUCH
Candidate Experience Touchpoints

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THE CANDIDATE JOURNEY
Inquiry / Prospect
Talent Pool
Candidate Nurture
Candidate
Engagement
Apply
Hire
• Touch points begin
long before the apply
and long after the hire
• Nurturing is not solely
owned by recruiting
• Think of the candidate
journey as the
appetizer
Candidate Nurture

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Trust Builders
EXPERIENCE BUILDING BLOCKS
Moments That
Matter
Processes
Tools
Actions taken by
leaders that build
trust and employee
engagement
Anticipated,
experienced or
retrospective
points in time that
leave lasting
impressions
Series of steps or
decisions that are
intended to be
followed in a
particular
sequence to
navigate an issue
or reach a goal
Things that help
get the job done,
i.e., Technology

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DAVE’S JOURNEY
ONBOARDING
• My new hire paperwork/PAF is completed
• My manager/team has reached out to welcome me
• I have my training schedule
• I’m connected to others via the onboarding community
FIRST DAY
• New Hire Orientation
• Introductions & first impressions
NEW HIRE
CANDIDATE TO JOB OFFER ONBOARDING & TRAINING
I got the job!
I’m getting acclimated.
I love my team!
BRAND CONNECTION
• I know the brand/reputation
• I know an
employee/resident
• A recruiter found me
• Unhappy with current job
• I’m graduating college
TRIGGERS
• Glassdoor
• LinkedIn
• Job Ads
• Social Media
• Career Site
• Muse
• Events
• PeopleCANDIDATE EXPERIENCE
• The application process is easy
• Everyone I meet is welcoming and
attentive
• The interview process is seamless
• The offer &hiring process is easy
PRE-START TIME GAP
• My new manager contacted me
• My technology, tools, supplies are ready
• There is excitement for me to start
• I feel a connection to my new team
• I’ve started learning about the company and my role
They want to meet me!
I’m excited about the possibilities.
CANDIDATE
Trust builders
Moments that matter
Processes
Tools
KEY

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• Hiring is a collaborative effort
• Keep the lines of
communications open
• No part of the funnel is more
important than another
PRO TIPS

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THE ‘GOLDILOCKS’ EFFECT
The Role of Technology in Candidate Experience

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STRATEGY
this is the main thing you are teaching them
what did you (and your team) decide to do
describe the project / initiative / campaign / tech
why did you pursue this strategy / change
take us inside your thinking

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As customers, our emotional reactions are similar to the
protagonist from the children’s tale, Goldilocks and The
Three Bears. Whether it has to do to the softness of the
bears’ beds or temperature of their porridge, Goldilocks is
turned off by the extremes.
—Best-selling author Jonah Berger

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THE GOLDILOCKS EFFECT &
THE CANDIDATE EXPERIENCE
Impersonal
Automated
Lengthy
Complicated

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THE
GOLDILOCKS
TEST

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Tech Stack
Career Site
ATS
AI
CRM
Chat
Survey
Video
Digital Interviews
Text Recruiting

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Human Stack
Career Site
ATS
CRM
Chat
Video
Digital Interviews

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The Candidate Journey
Inquiry / Prospect
Talent Pool
Candidate Nurture
Candidate
Engagement
Apply
Hire
The bears are in the
hand-offs

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PUTTING THE “E” (experience)
FACTOR IN YOUR TECH STACK

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SUMMARY
1. Technology should enable the
business, not run the business
2. Touchpoints matter, so
determine which ones you want
people to remember
3. Watch out for the bears

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KRISTEN MAGNI
VP, Talent & Culture,
Bozzuto
Thank You!
/kristenreese/
kristen.magni@bozzuto.com