Gerry Crispin - Employer Branding & Culture Fit

Candidate as Customer

Gerry CrispinFounder & Principled Navigator

5 practices that drive candidate experience…and why that is

important…really important.

2016 CareerXroads Colloquium Members

chris.hoyt@careerxroads.com | gerry.crispin@careerxroads.com

AARP AbbVie ADP Amazon AstraZeneca

Avery Dennison BASF Buffalo Wild Wings Campbell’s CapitalOne

Cargill CDK Global Cigna Citrix Comcast

Corning Davita Dell Deluxe Disney

Edward Jones Eli Lilly Enterprise Holdings Ernst & Young FedEx Office

Fidelity Fifth Thrid Bank GE Genentech Highmark Health

IFF Informatica Ingersoll Rand Intuit Johnson & Johnson

JP Morgan Chase Keysight Kimberly-Clark Lockheed Martin Macy’s

Manulife Marriott International Merck Nationwide Nike

Northwestern Mutual Ortho Clinical Diagnostics PepsiCo Pitney Bows PNLL

QVC RSM Schneider Electric Scotia Bank Shaw Industries

Shell So. California Edison Sprouts State Farm Stryker

Target Thermo Fisher Scientific Time Warner Time Warner Cable Two Sigma

Verizon Wireless Waste Management Wegmans Wells Fargo Whirlpool

Yum! Brands

James Knee Cricket

How To Influence The Candidate Experience

80% of your candidates’ experience… (and the rating they will give you)

…5 practices

Accountable (Measure and reward)Fairness (Influence Perception)Closure (Respond)

Expectations (Set & Deliver)Listen (Demonstrate)

Accountable (Measure & Reward)Fair (Influence Perception)

Closure (Employer Response)

But first,3 ‘friends’ to be wary of

GI=GO

SOS

TECH

Source: CareerXroads Candidate Experience monograph, March, 2011

2015 Candidate Experience

Benchmark

“Given your experience applying to [yourcompanyname] would you refer others to consider working there and apply for a position?”

1 432“I would go out of my way to discourage others from applying.”

“I would go out of my way to encourage

others to apply.”

CANDE NET PROMOTER SCORE (CNPS)

Source: TalentBoard 2015 Copyright ©

5.0% 35.0%35.0%60.0%

Candidate Net Promoter Scores

Source: TalentBoard 2015 Copyright ©

30

MOBILE APPLY

Abandonment Rates Increase Dramatically

over 15 minutes

“How Likely are you to APPLY AGAIN?”

“Extremely Likely”

5.7% (4.1%)

“Definitely Not”

“Extremely Likely”

“Definitely Not”

24.7% (44.5%)

62.0% (85.3%)

0.6% (.4%)

ATTITUDESDRIVE

BEHAVIOR

“How Likely are you to REFER someone in the future?”I would actively encourage

others to apply

I would actively discourage others from applying

I would actively encourage others to apply

I would actively discourage others from applying

78.8% (81.5%)

.8% (.3%)

4.5% (5.0%)

40.8% (44.8%)

Source: TalentBoard 2015 Copyright ©

ATTITUDESDRIVE

BEHAVIOR

24

“How Likely are you to SHARE with your Inner Circle?”

82.8% (All & College)

65.8%(All & College)

Source: TalentBoard 2015 Copyright ©

INFLUENCE IS EXPANDING

25

“How Likely are you to SHARE your experience publicly?”

51.0% (All)47.5% (College)

34.1% (All)30.2% (College)

INFLUENCE IS EXPANDING

Source: TalentBoard 2015 Copyright ©

“Was there anything you wished you knew about [companyname] or the job BEFORE you…

…applied? [50,641]…were interviewed?

…accepted?

How much time did you invest in RESEARCHING [companyname] prior to

applying?

PNNL, Corning, Cumming, T-Mobile• Promises candidates what to expect at each stage of the process.(map, infographic, video)

Spectrum Health System• Interview Blitz. Promise decision and offer…or not, same day.

• Ping Mgrs. who don’t follow up in 7 days- ‘Ping’

Accenture:• Developed a mobile interview app that can be customized by the recruiter for candidates to prepare more consistently for interviews etc.

Genentech:• Require all candidates to take interview training.

Enterprise• Promotion ‘Ticker’

Source: TalentBoard 2015 Copyright ©

Source: TalentBoard 2015 Copyright ©

“…were you invited by [companyname] to provide feedback about your experience…?”

[25,385] FINALISTS were asked…

Yes: I was invited to share my impressions about the interview process during the interview.

Yes: I was invited to share my impressions about the interview process before any next steps.

Yes: I was asked to relate my overall experiences later in the recruiting process.

No: I was never asked

Not sure: I don’t remember.

NBC Universal - RMS - LockheedChat Rooms: “You bring honest questions. We’ll bring honest answers.” 

DeloitteSurveys candidates about career goals to improve their Career Site.

CummingGives every candidate a link to GlassDoor and encourages them to use it. 

Source: TalentBoard 2015 Copyright ©

“How is Candidate Experience and Recruiter Performance Aligned in your firm?”

Capital One:• Launched in 2012 a comprehensive metrics effort. Recruiters tied to weekly analytics. "Candidate first" training. Every person who applies is asked a series of questions about their treatment. 10,000 asks a month with 50% response rates. Ratings sliced and diced by location, level, function and recruiter.

CH2M Hill:• Teams drive to improve end to end. NPS increases year over year in communication, ATS efficiency, mobile apply, etc. Monthly sentiment report.

Progressive, ATT:• Quantified cost of a poor candidate experience, ROI, etc.

Source: TalentBoard 2015 Copyright ©

“How satisfied were you with the ability to present your Skills, Knowledge and Experience….

…during the [Application] with [yourcompanyname]?”

…during the [Interview] with [yourcompanyname]?”

Source: TalentBoard 2015 Copyright ©

Hyatt • Aligns their well-known and well developed “guest experience” practices to the Candidate Experience – example: they introduce applicants to employees in interview process…much earlier in the process than they ordinarily would.Intel, ATT, Comcast• Created Candidate Care teams. Research candidates, fewer declines, measure touch points, respond to questions.

BCBS Michigan• Status online. Feedback to candidates on request.

Hilton, Humana• Built white glove practices for veterans and measured return…now are extending to all

Source: TalentBoard 2015 Copyright ©

What didn’t we ask you…..?

Insure Closure

What was the next step in the recruiting process you encountered with [companyname] after submitting your

application?

Source: TalentBoard 2015 Copyright ©

When you were informed you were no longer being considered, how was that done?

- I was provided a link to check my status.-

- I received an email from a Do Not Reply address notifying me.

- I received an email from a recruiter or hiring manager.

- I received a phone call from a recruiter or hiring manager.

- Other

Response Time

CandidateSatisfaction

Additional INSIGHTS from 2015 www.TheCandEs.org

Takeaway:Those you hire& those you don’t are

BOTH critical to you &

your firm’s success.

http://bit.ly/2015CandE_Report

@GerryCrispinLinkedin.com/in/GerryCrispin

Gerry.Crispin@CareerXroads.com

Good Hunting!

http://www.theCandEs.org

• The mission of The Talent Board is to facilitate the evolution of the employment candidate experience principally through the annual production of The Candidate Experience Awards.

• The CandE Awards is a free, annual competition process where:– Employers have the opportunity to benchmark their candidate

experience against that of other companies– Employers have the opportunity to participate in a 3rd party survey of

their employment candidates to see what their candidates really think of their process

• The CandE Award process is a competition, but it is also designed to provide every organization that chooses to participate, confidential and specific feedback on how they can improve their candidate experience.

http://bit.ly/2015CandE_Report

http://www.theCandEs.org