First Impressions: Candidate Attraction to Application

FIRST IMPRESSIONS:

CANDIDATE ATTRACTION TO APPLICATION

Welcome!

Kevin W. GrossmanPresident, Global ProgramsTalent [email protected]@KevinWGrossmanwww.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

http://www.thetalentboard.org/cande-awards/how-to-apply/

2016 Candidate Experience Research

2017 Candidate Experience Research

NAMCompanies: 200

Candidates: 180,000

Winners: 50

APACCompanies: 27

Candidates: 13,000Winners:

EMEACompanies: 73

Candidates: 18,000Winners:

Copyright © 2017 Talent Board10/17/2017 6


2017 North American CandE Winners

ATTRACTION

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'tremember.

Yes: I was asked to relatemy overall experienceslater in the recruiting

process.

Yes: I was invited to sharemy impressions around

the information Iresearched 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

APPLICATION

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'tremember.

Yes: I was asked to relatemy overall experienceslater in the recruiting

process.

Yes: I was invited to sharemy impressions about theapplication 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?”

THE BUSINESS

IMPACT

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 CandidateExperience - IncreaseBusiness Relationship

Pretty Good Neutral Poor CandidateExperience - 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


http://hros.co/blog/hros-case-study-virgin-media-candidate-experience-revenu-stream

…it’s all about improving the impact on the bottom line.

happy boss

In the end…

happy boss

Thank You! Questions?

Kevin W. GrossmanPresident, Global ProgramsTalent [email protected]@KevinWGrossmanwww.linkedin.com/in/kevinwgrossman

37WE BECOME YOU™

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Recruiting & HR

First Impressions: Candidate Attraction to Application