Alyson Fadil@alyfadil1

Turning Candidates Into Brand Advocates

Agenda• What is a brand advocate?• Objective Candidate Experience • Matching you marketing funnel with your candidate funnel• Why is it important?• How do we build a candidate experience in line with the brand?• How do we measure the experience?• Service Level Agreements

What is a brand advocate?

A brand advocate is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.

Candidate ExperienceAc

tiviti

esBrand Advocacy

Number of applicants

Quality of applicants= App to Assessment

NPSWould you recommend to family or friend

Qualitative Survey on experience

Mea

sure

s

Candidate Journey

Marketing CostsMarketing budgets from 10% to as high as 20% of Revenue

£100m - £10m

Imagine if you could spend just 1% of this

£1m on employees & candidates

MeasureCustomer Lifetime Value is a measure of the profit generated by a single customer or set of customers over their lifetime with your company.

In the past, we may say that a Brand Advocate may tell on average 5 friends about a great purchase.

110,000 order last year – 550,00 people per year customers 600 applications – 31,200 candidates per year – each told 5 friends = 156,000 people per year

People Seek Truth And Share Opinions Online and Offline 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services – making these recommendations the highest ranked source for trustworthiness. [Nielsen]

74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Ogilvy/Google/TNS

88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. [BrightLocal]

72% say reading a positive customer reviews increase their trust in a business; it takes, on average, 2-6 reviews to get 56% of them to this point. [BrightLocal]

Service Level AgreementCulture - ”Everyday is a recruitment day”

A service level agreement (SLA) is a contract between a service provider (either internal or external) and the end user that defines the level of service expected from the service provider. SLAs are output-based in that their purpose is specifically to define what the customer will receive.

SLA’s – Recruitment Team Recruiting Line Managers Agencies Senior Stakeholders

Referral Schemes

Brand AwarenessAwarenes

s

Instant SLA

Begins30 Days

Brand Awarenes

sAwareness

Employee Value Proposition InterestValue

Authentic

Role Profiles to lifeWebchat / Talk to the teamFAQ’sCRM

N P S

Application

• Expectation of: next steps in the process & types of testing

• Timeframe• Content - Videos/ Photos

of store/ department/team

• Feedback• Talent Bank explanation

Purchase

Applicants per role (%)

Application

20 daysAgencies maybe drafted in to supportMay try a different attraction strategy – PCP/Segmentation etc

Purchase

Screening

Individual to deselect

CRM

Strong rapport Empowering

Cultural CompetenciesRelevant ‘skill’

QuestionsQuality feedback

inform Pass/RejectNo hanging!!!

Preparation for next stage

Purchase

Assessment

10 Days

• On brand and relevant to the brand- quirky, corporate, quiet, professional, crazy….just on brand – why should I work for you?

• Variety of Selection tools that are relevant yet engaging

• Right people assessing – less stages the better – max 3

• Feedback within 48 hours of each stage

Purchase

AssessmentNet Promoter Score

Would you recommend us to friends or family?

Purchase

Selection

The VIP Offer

• Excite and Delight • Confirm the offer job title/ manager/hours of

work/ package/ benefits/ T&C’s• Seek questions/ hesitations• Give feedback - why you are chosen, areas of

development and how the business will support the development• Next steps

Days to spare

Purchase

Service Level Agreemento Role to be advertised within 24 hours

o Run of applicants after 10 days – second source of attraction, agency

o Screening conducted 10 – 15 days of go live

o Assessment to run @ 20 days of live date

o Feedback to be given to candidates with 48hours

o NPS to be issued through CRM

o Offer, contract & paperwork to be made within 48 hours

o Manager to contact within 24hours

Onboardingo Keep warm cards

o Support in resigning from current role

o Line Manager to contact through process

o Access to all pre-boarding content – Cultural & Learning

o Included in the design of their own onboarding

EngagementRetention

Overall experience of hiring process – survey score

Average Time To Recruit

% of rejections/ no hires

% of successful probation

Feedback of Personal Experiences:

NPS, Experience, Review, Performance

Testimonials on social

AdvocateDataAdvocate

To Summarise

• Create synergy between your Customer and Candidate Experiences• Remain authentic to your brand• Put the candidate at the heart of the process• Educate line managers on its importance• Relay key brand messages to candidates throughout

their experience• Measure and monitor its impact

People Strategy