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Webinar#4- Outbound All Stars Webinar Series

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CANDIDATE DELIGHT:
Crafting Cross-Channel Candidate Experiences For The Digital Age

In order to deliver our 4th webinar in the series Outbound All Stars Recruiters series we got together with Payal Malhotra- VP, Talent Acquisition, Standard Chartered Bank to discuss what goes behind creating and delivering an exemplary candidate experience across board.

Published in: Recruiting & HR
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Webinar#4- Outbound All Stars Webinar Series

  1. 1. #OutboundAllStars
  2. 2. Today’s Speakers #OutboundAllStars Aadil Bandukwala Outbound Hiring Evangelist 
 Belong @aadil Payal Malhotra VP - Talent Acquisition Standard Chartered Bank @PayalMalhotra
  3. 3. Why is it important for firms today to move from Candidate Experience to Candidate Delight? #OutboundAllStars Contest #OutboundAllStars
  4. 4. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” MAYA ANGELOU Poet, Author, Civil Rights Activist #OutboundAllStars
  5. 5. 80-90% of talent say a positive or negative candidate experience can change their minds about a role or company 60% of job seekers report having had a poor candidate experience #OutboundAllStars 72% of them have shared their experience on an online employer review site - doing considerable damage to your employer brand.

  6. 6. Candidate Delight in Outbound Hiring #OutboundAllStars 32 4 Map Your Outbound Candidate Journey Develop Candidate Focused Content Across Multiple Channels Create & Implement Outbound Hiring Plays Prove Impact Of Candidate Experience on Business Goals 1
  7. 7. Candidate Delight in Outbound Hiring #OutboundAllStars 32 4 Map Your Outbound Candidate Journey Develop Candidate Focused Content Across Multiple Channels Create & Implement Outbound Hiring Plays Prove Impact Of Candidate Experience on Business Goals 1
  8. 8. Marketing Research from the Aberdeen Group reveals that organizations that use a mapping program to manage buyer and customer journeys average a 79% increase in cross-sell and upsell revenue. With candidate drop-off rates increasing at an alarming rate, it makes sense to look to marketing once again to address this challenge.
  9. 9. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Candidate Journey Map A candidate journey map is a visual representation of the different stages your candidate goes through as part of your recruiting funnel and is designed to help recruiters understand the emotional journey that the candidate is going through.
  10. 10. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Candidate journey maps can help with: Building an Emotional Connection with your Candidates The way a recruiter engages with candidates during the different stages of the hiring funnel can often make or break an offer. Creating an Empathetic Candidate Experience Candidate Journeys help recruiters understand what a candidate is going through at each stage of the hiring process while candidate experience designs what recruiters want candidates to feel.
  11. 11. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Candidate journey maps can help with: Predicting Recruiting Success
 Insights give recruiters a holistic perspective into the different stages of the pipeline and therefore enable predictability in hiring cycles. Optimizing Processes at Every Stage Anticipate how candidates may react under different circumstances and make quick changes to improve candidate experience.
  12. 12. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES What is the candidate going through?
  13. 13. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM
  14. 14. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  15. 15. THE OUTBOUND ALL STARS RECRUITER SERIES Outbound Candidate Journey - Reached Out 1. Research the candidate
 2. Understand the opportunity
 accurately
 3. Prepare a personalized pitch
 4. Have answers ready for common
 questions
 5. Describe next steps Calls 1. Personalize the email, referring to
 particular relevant work
 2. Offer context about the Company
 3. Help them understand the kind of
 work they will be working on
 4. Use language that will get them
 excited about the work and team
 5. Follow up! Emails 1. Get people excited!
 2. Make sure people have access to all
 the important details - date/ time/ 
 location
 3. Send Reminders and follow up until
 the event
 4. Go the extra mile - cabs, reading
 material, swag, etc… Events © 2018 Belong Technologies India Pvt. Ltd.
  16. 16. THE OUTBOUND ALL STARS RECRUITER SERIES How to prepare for an exploratory call: Sit down with the Hiring Manager to understand the scope of the role.
 What will the candidate be working on? What is the problem that they will be solving? What will make this person successful and what are the metrics on which they will be evaluated? How will their work impact the team’s success? How will their contribution align with the company’s vision and objectives? What is the growth potential for this role? What is the opportunity for broader impact - How will they be making a difference in their industry or in the way the world works? What are the tools, programming languages and software the candidate is expected to work on? Do they have any preferences of profile? What kind of work should the candidate have experience in? What are the salary constraints? PRE- CALL © 2018 Belong Technologies India Pvt. Ltd.
  17. 17. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Elements of a personalized email A clear, compelling subject that removes any ambiguity 
 A job that’s branded -- with a focus on the big picture
 Personalize - Why him/her?
 The brand punch The Call-to-Action
 © 2018 Belong Technologies India Pvt. Ltd.
  18. 18. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  19. 19. Make sure that the Careers page in your website should ideally be easily findable. 
 Update it regularly with the current openings and a description for each role. 
 
 Include employee testimonials in the website to build credibility.  
 
 Create an account on Glassdoor if you haven’t already, and encourage your employees to rate and review your company.
 
 Networks such as Twitter, LinkedIn and Quora are awesome to showcase the work you do at your company, the topics that matter to you and your work culture.
 
 Populate your LinkedIn page with information about your company, pictures of the office and people. Outbound Candidate Journey - Research © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES © 2018 Belong Technologies India Pvt. Ltd.
  20. 20. © 2018 Belong Technologies India Pvt. Ltd. Accenture THE OUTBOUND ALL STARS RECRUITER SERIES
  21. 21. © 2018 Belong Technologies India Pvt. Ltd. Accenture THE OUTBOUND ALL STARS RECRUITER SERIES
  22. 22. THE OUTBOUND ALL STARS RECRUITER SERIES © 2018 Belong Technologies India Pvt. Ltd. Ubisoft
  23. 23. Why is it incredibly important for firms to showcase what life is like at their company to candidates across the social media spectrum? #OutboundAllStars Contest #OutboundAllStars
  24. 24. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  25. 25. 83% of talent says a negative interview experience can change their mind about a role or company they once liked, #OutboundAllStars 87% of talent says a positive interview experience can change their mind about a role or company they once doubted 
 while
  26. 26. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Outbound Candidate Journey - Interview Tell them (almost) everything there is to know 
 Explain your recruiting process clearly -how does it flow, whom are they going to meet, do they need to come prepared with something, and are there any specific parts of their experience you would like to focus on Outline the parameters on which you are evaluating them
 Let your candidates know exactly what you are looking for in their answers, and what parameters they will be evaluated on. Answer the ‘Why’
 Knowing the why’s behind your process helps build their confidence in your process. Encourage them to come with questions
 Encourage your candidates to make a list of things that matter to them about their future workplace. 
 Keep it simple
 Make sure to avoid any internal jargon. Keep the structure logical and clear, and the language simple and direct. 1. 2. 3. 4. 5.
  27. 27. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  28. 28. Outbound Candidate Journey - Offer THE OUTBOUND ALL STARS RECRUITER SERIES Following up a verbal offer with a written one not only sets expectations for the new employee, it also clarifies any matters that were discussed during the interview phase. 
 
 The offer letter should include: Pay rate and pay schedule
 Job title
 Name of supervisor and department
 Full-time/part-time and exempt or non-exempt classification
 Benefits offered
 Start date
 Whether the offer is contingent upon background/drug screening results
 Any other terms and conditions of employment, and
 A date by which the applicant must respond to the offer © 2018 Belong Technologies India Pvt. Ltd.
  29. 29. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  30. 30. THE OUTBOUND ALL STARS RECRUITER SERIES Outbound Candidate Journey - Post Offer Not only does post offer engagement prevent candidate drop-off, it is also a great way to build loyalty towards the company. © 2018 Belong Technologies India Pvt. Ltd. Help them counter the confusion Invite them over to 
 your office Address 
 the creeping anxiety Induct them into the family 1 2 3 4
  31. 31. © 2018 Belong Technologies India Pvt. Ltd. Gamification of Activities DCB Bank has created an induction app specifically targeting Gen Y candidates to build the excitement right from the pitch. 
 Social Media to Stay Engaged Virtusa, a global IT services company adds prospective candidates to its internal social media platform connect with them.
 
 Focus on Little Things Sapient Nitro use parameters relating to the benefits beyond monetary rewards like having a creche or concierge facility. THE OUTBOUND ALL STARS RECRUITER SERIES
  32. 32. THE OUTBOUND ALL STARS RECRUITER SERIES How to map your Outbound Candidate Journey Stages that require the Involvement of the HM © 2018 Belong Technologies India Pvt. Ltd.
  33. 33. THE OUTBOUND ALL STARS RECRUITER SERIES Outbound Candidate Journey - Joining © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Outbound Candidate Journey - Joining All the engineers who join Facebook, are made to participate in a six week long bootcamp. 
 Here, engineers get acquainted not only with Facebook’s codebase, but they also get a glimpse into the culture of the company. 
 
 As a tool of engagement, engineers are given to write codes to provide solutions to problems on their very first day – typically publishing code on the live site. This gives them real, hands on experience.
  34. 34. THE OUTBOUND ALL STARS RECRUITER SERIES © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Google focuses on creating a sense of connection between the employees. 
 Managers focus on five small tasks that have proven to have the highest impact on the productivity of their new hire: 
 1. Having a discussion about roles and responsibilities 
 2. Matching the new hire with a peer buddy 
 3. Helping the new hire build a social network 
 4. Setting up employee onboarding check-ins once a month for the new hire’s first six months 
 5. Encouraging open dialogue Outbound Candidate Journey - Joining
  35. 35. Candidate Delight in Outbound Hiring #OutboundAllStars 32 4 Map Your Outbound Candidate Journey Develop Candidate Focused Content Across Multiple Channels Create & Implement Outbound Hiring Plays Prove Impact Of Candidate Experience on Business Goals 1
  36. 36. Content Personalization Spectrum for Recruiting HIGHLY PERSONALIZED PERSONALIZED CUSTOMIZED GENERIC Content created specifically for an individual for a particular role Content created for a specific persona targeted at an industry Content created for multiple personas targeted at an industry Content for all candidates, but relevant for a specific role THE OUTBOUND ALL STARS RECRUITER SERIES Content Personalization Spectrum for Recruiting © 2018 Belong Technologies India Pvt. Ltd.
  37. 37. THE OUTBOUND ALL STARS RECRUITER SERIES Candidate Specific Insights The reason Outbound recruiting works is because it lets you focus your time and effort on high-impact candidates who you believe are most critical to you. The success of the strategy however relies completely on you being able to do your homework and learning as much as possible about the candidate: their motivations, growth aspirations, interests and influence and more. All this so that you maximize the relevance of your messaging and engagement with each of them. 
 
 Why the Company Why the Role Why the Candidate © 2018 Belong Technologies India Pvt. Ltd. ? ? ?
  38. 38. THE OUTBOUND ALL STARS RECRUITER SERIES © 2018 Belong Technologies India Pvt. Ltd. Sources for Candidate Specific Insights Twitter: See who they follow, the people and type of content they regularly retweet, and their network of followers. Also pay attention to their bio, how do they describe themselves? 
 
 
 Quora: See what topics they follow, and have they regularly answered questions relating to their domain of expertise? They might have interesting opinions for you to engage them about. 
 
 
 LinkedIn: While LinkedIn will give you deep information about a candidate’s professional journey, skills and other such matters, what you must look into are their past accomplishments (awards, honors or patents held) or recommendations. 
 Niche Professional Networks: Think of Github and StackOverflow for developers. Behance and Dribbble for designers. Insights from these places can reveal the sort of work your candidates are truly passionate about.
  39. 39. THE OUTBOUND ALL STARS RECRUITER SERIES © 2018 Belong Technologies India Pvt. Ltd. Sources for Candidate Specific Insights Blogs: Many people now use blogs to talk specifically about their work -- a feature they build in record time, or a new testing technique that’s yielding better results. Follow and engage with them.
 
 
 Company bios: If they have bios on their company website, chances are it details the responsibilities they handle, teams they manage and their accomplishments.
 
 Common connections: Are there people in your network or company connected to your target candidate? Have they worked together before? What insights or advice can they give you?
 
 Media: A simple Google about the candidate can throw up useful results: have they been featured on any news site or publication? Have they given interviews or published articles that you can reference in your conversation?
  40. 40. THE OUTBOUND ALL STARS RECRUITER SERIES What kind of content do you need for outbound recruiting? Every type of content you are already using for recruiting and developing your employer brand will be useful as long as you target it correctly and ensure relevance.
 
 Company or function-specific blog posts 
 Employee blog posts 
 LinkedIn posts 
 Videos 
 Media features 
 Newsletters
 Social media posts 
 Online ad campaigns Social media posts 
 Online ad campaigns FAQs
 Event coverage
 Whitepapers and other thought leadership publications, 
 Interactive content like webinars, quizzes and challenges
 Official repositories on Github, StackOverflow, Behance etc. © 2018 Belong Technologies India Pvt. Ltd.
  41. 41. Candidate Delight in Outbound Hiring #OutboundAllStars 32 4 Map Your Outbound Candidate Journey Develop Candidate Focused Content Across Multiple Channels Create & Implement Outbound Hiring Plays Prove Impact Of Candidate Experience on Business Goals 1
  42. 42. THE OUTBOUND ALL STARS RECRUITER SERIES Building Candidate-Focused Outbound Plays A powerful way to maximize the impact of your engagement is by synchronizing your content and interactions into purpose-built Outbound plays that help you achieve specific goals across the candidate journey. With Outbound plays, you coordinate multi- channel, multi-tactic efforts to deepen your engagement with your ideal pool of candidates as they progress in the journey. © 2018 Belong Technologies India Pvt. Ltd.
  43. 43. #OutboundAllStars Outbound Play
  44. 44. Share with us a couple of ideas of Hiring Plays you’d like to develop and trigger in your hiring process. #OutboundAllStars Contest #OutboundAllStars
  45. 45. Candidate Delight in Outbound Hiring #OutboundAllStars 32 4 Map Your Outbound Candidate Journey Develop Candidate Focused Content Across Multiple Channels Create & Implement Outbound Hiring Plays Prove Impact Of Candidate Experience on Business Goals 1
  46. 46. 70% of HR professionals think that a positive candidate experience is important, #OutboundAllStars 40% actually monitor it in some fashion. 
 BUT
  47. 47. Metrics - how to measure Candidate experience Net Promoter Score1 Website conversion rate2 3 Application drop-off #OutboundAllStars © 2018 Belong Technologies India Pvt. Ltd. Offer acceptance rate4 Engagement rate for database5 Glassdoor reviews6
  48. 48. THE OUTBOUND ALL STARS RECRUITER SERIES Impact of Candidate Experience © 2018 Belong Technologies India Pvt. Ltd. 3x response rates 60% quit an application in the middle due to its length or complexity 81% Higher email open and response rates Personalized emails see 3X s the response rates compared to generic emails. of the time,Candidates share their positive experiences Reduce Candidate Drop off Staying engaged with candidates through the entire process significantly reduces candidate drop-off Talent Promoter Score Candidate insights help you customize the positioning of your brand so that it resonates most with them.
  49. 49. © 2018 Belong Technologies India Pvt. Ltd. Bad Candidate Experience Cost Virgin Media $5M Annually THE OUTBOUND ALL STARS RECRUITER SERIES Graeme Johnson, the erstwhile Head of Resourcing wanted to examine how candidates who had been rejected viewed Virgin Media’s brand.
 
 As he looked at post-interview surveys, there was one that stood out: a hairdresser from Manchester named Louise had lot of enthusiasm for the job, but her experience during the interview didn't meet her expectations
 
 Louise, feeling confused and disappointed, later wrote that she would be canceling her Virgin Media cable subscription and switching to Sky, a competitor. And, so would her sister.
  50. 50. © 2018 Belong Technologies India Pvt. Ltd. THE OUTBOUND ALL STARS RECRUITER SERIES Impact of Candidate Experience 123k Rejected applications 6% Disconnected €50 Avg. monthly value x12 Annually 18% of rejected candidates were also Virgin Media customers. He also looked at their Net Promoter Scores (NPS), - it turned out that about 2/3 of rejected candidates were “detractors,” meaning they likely wouldn’t recommend Virgin Media to others. It turned out that the impact on revenue was likely even worse—by three or four times—because the numbers didn’t take into account how candidates were probably telling their friends and family (also Virgin Media customers) about the bad experience.
  51. 51. © 2018 Belong Technologies India Pvt. Ltd. Johnson set about to raise the candidate experience standards by inspiring and incentivizing the team rather than “beating people over the head with a stick.” His team sought to accredit staff by creating a “gold standard” interview program.
 
 
 Johnson looked into the cost of acquiring a new customer through traditional marketing channels (such as retail and telephone outreach) versus acquiring one who came in as a candidate and had a great experience. 
 
 
 The result: it’s 10 times cheaper to gain business from recruiting processes vs marketing (it only costs $50 versus $500 for traditional marketing). THE OUTBOUND ALL STARS RECRUITER SERIES

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