Candidate experience. Why is it so important?
Professional conduct of recruitment processes is characteristic of the best employers, as we have emphasized many times. One of the pillars of such recruitment is candidate experience. This is not only the exchange of information with the candidate, but also support in building a positive brand image.
According to the “candidate experience” report, only 24% of Polish companies have developed an official strategy for caring for relations with candidates, while 29% of entrepreneurs admit that they do not conduct any activities related to the candidate experience. This should not be surprising, since even in the group of companies that care about relations with candidates, only 24% of boards are aware of the importance of candidate experience. Meanwhile, recruiters are increasingly relying on exceptional treatment, or at least visible commitment from the other side. For example, 87% of candidates would like to talk to their future supervisor at the first recruitment meeting, but only 33% of companies do so.
It is worth paying attention to the gap that is drawn between what candidates feel and how they perceive the situation during the recruitment of the employer. 64% of the latter are convinced that they care about relations with all applicants about work, while 75% of candidates are of the opposite opinion. However, if you take a closer look at the actions of employers, it turns out that they often limit activities related to the candidate experience to people who have passed the final stage of recruitment or simply focus only on employer branding. As a result, 55% of candidates say that the lack of feedback from the employer gives a negative impression of recruitment. Meanwhile, candidate experience is a valuable source of knowledge.
Along with the trend of conscious employer image building and increasingly popular employer branding activities, the concept of candidate experience has also emerged in the HR industry. More and more employers around the world are realizing how important it is to know the experience and impressions of the candidate and his assessment of the recruitment processes. Candidate experience is really the same benefits for companies that recruit employees and at the same time take care of their image. Among such advantages can be mentioned among others:
Gaining knowledge about how a company is perceived as an employer – many companies conduct customer satisfaction surveys, and after all, candidates can also be seen as customers who, for some reason, decided to apply to this, and not another company. It is worth knowing these reasons. Candidate experience can be a way to test brand perception in the marketplace.
Making a positive impression – asking a candidate for an opinion can make them feel respected, but also that they are listened to and taken seriously.
Acquiring knowledge about the quality of recruitment– if the company manages to get honest feedback, it can get information about the quality of the recruitment process that it carries out. You will certainly be able to find out what was done well and what made a positive impression. However, what still needs to be improved will be very valuable information. These can be small things that will increase the comfort of candidates during recruitment, but also fundamental issues that make the recruitment is not evaluated at a satisfactory level.
Getting to know the candidates better – it can be invaluable knowledge before planning further recruitment. In this way, you can know the expectations of people applying to a particular company, and even identify the differences between candidates for work in different departments of the company.
Gain information on how candidates evaluate the contact with the company against the background of competition – in many cases, people apply to different employers. Nothing prevents to ask candidates about their impressions in the context of what they experienced in the competition.
How to complete the candidate experience survey?
The candidate experience does not have to be complicated and expensive. Very often NPS (net Promoter score) is used for this. The growing career of this indicator began in 2003, when the Harvard Business Review published an article by Fred Reichheld about a new approach to measuring customer satisfaction. The author placed there on the simplicity and brevity of research. The same path is worth following in the candidate experience area.
In fact, it is enough to provide the candidate with a short questionnaire consisting of two questions.
In the first of them, you should ask about the propensity to recommend our company to other candidates, using a scale from zero to 10 (from “I do not recommend” to “I recommend”).
The second question should be open, and it is through it that you can learn many interesting details about recruitment. Ideally, if the second question is correlated with the results of the first. When a candidate has scored a maximum of 6 points on recruitment, you can say that he was not satisfied and it is worth asking him which elements of the recruitment process should be changed. When scoring 7 or 8 points, you should ask what needs to be changed in the first place so that the candidate wants to recommend the company. If the recruitment process was rated at 9 or 10 points, it is worth to find out what the candidate liked. You can, of course, expand the survey with more questions, but do not overdo it with their number. The more questions, the less likely that the candidate will want to take part in the survey. It allows you to set the NPS rate and at the same time set a benchmark for future recruitment. Of course, you need to work, using the collected feedback and improve those elements that still go wrong.
It is worth communicating with candidates at every stage of recruitment and sending them feedback, especially since at least part of this process can be automated. There is nothing to prevent you from sending a CV receipt, or even information about the rejection of the application after the analysis of the CV. A good solution is to send both a message confirming the recruitment meeting and a thank you after the meeting. It is also worth not only summarizing in the message the findings after a positive recruitment result, but also to send information about the negative result, at the same time thanking for participation in the recruitment and attaching a request for permission to leave the CV in the database of candidates for use in subsequent recruitment.
With the candidate experience, the employer gets important information about the recruitment process, but also learns how his brand is perceived on the rynku.To means that communication with the candidate not only allows you to improve recruitment procedures, but also provides support in building brand value.
P.S. on Bulldogjob we created tab “opnie O niterview” . Share your opinion, it is anonymous, it will take you 2 min.It is valuable feedback for the employer but also for others who choose to interview with the employer.