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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
ERN
OPTI
MIZ
ED
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 [email protected]