Focusing on the Candidate Experience to Improve ROI


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Changes in technological advancements, digital job seeker behavior, and the rise of a mobile enabled workforce have all come to focus on one thing: the candidate experience. In this webinar we examine contemporary candidate user behavior across devices and media. Over the course of an hour Dave Tuttle, VP of Product at AppVault, will cover best practices in engaging candidates across a variety of demographics and professional verticals. This webinar will help you to craft your own optimized candidate experience based on your audience, their expectations and career aspirations.
Understanding what makes a compelling candidate experience will not only allow you to engage better candidates but also to build lasting and positive relationships with future prospects. This webinar provides an overview of the holistic candidate experience across media, social and mobile designations with an emphasis on talent communities and relationship building.

Join us as we analyze candidate expectations within the context of the digital consumer experience in order to better understanding how to contextualize the digital recruitment landscape. This webinar will provide best practices on engaging candidates on their terms with the goal of improving the quality of hires.

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Focusing on the Candidate Experience to Improve ROI

  1. 1. CONFIDENTIAL Focusing on the Candidate Experience to Improve ROI Dave Tuttle VP, Product Development AppVault
  2. 2. CONFIDENTIAL What would workers do if they experience a bad candidate experience? – Never seek employment at the company again – 42% – Tell others not to work there – 22% – Tell others not to purchase products or services from the company – 9% Harris Interactive Importance of the candidate experience
  3. 3. CONFIDENTIAL Importance of the candidate experience – short term A good candidate experience provides immediate benefits. • Improves candidate quality • Reduces media cost • Reduces reliance on contract alternatives • Facilitates pipeline and workforce planning • Improves company reputation in the hiring market
  4. 4. CONFIDENTIAL A bad candidate experience creates long term problems… • Loyalty • Reputation • Retention • Referrals • Productivity • Competition Importance of the candidate experience – long term
  5. 5. CONFIDENTIAL A broad definition: The candidate experience is every level of interaction between a candidate and hiring organization from initial engagement, research, communication, apply and interview. (and all steps in between). Candidate experience defined
  6. 6. CONFIDENTIAL Most candidate experiences are bad by design… After completing an application… 1/3 of candidates receive no response 1/3 of candidates receive an un-personalized or nonspecific response 1/3 of candidates receive a personalized or position specific response
  7. 7. CONFIDENTIAL Process pain points… • Black box effect – 56% • Don't know how long - 42% • Takes too long – 37% • You cannot save – 45% • 68% frustrated by late response • 75% Frustrated by no response -LinkedIn
  8. 8. CONFIDENTIAL Most candidate experiences are bad by design… As the candidate experience has become more cumbersome… - Data collection overload - Poorly formatted for mobile - Poor response and communication Job seekers have become more demanding and reliant on the convenience of technology.
  9. 9. CONFIDENTIAL Awareness Confusion Unaware Positive Perception Negative Perception Opt-Out Commitment Passive Seeker Active Seeker/ Researcher Interested Candidat e Applicant Hire Buy-In Exposure to Employment Brand NumberofTargetAudience Candidate Commitment Curve
  10. 10. CONFIDENTIAL Passive Seeker Active Seeker/Res earcher Interested Candidate Applicant Hire NumberofTargetAudience X % X+ % Exposure to Employment Brand Candidate Commitment Curve
  11. 11. CONFIDENTIAL Every aspect if the digital candidate experience has to evidence what recruiters know to be true of human interaction… • Communication is essential to establishing trust • Every candidate interaction is a conversation • Changing jobs is one of the biggest decisions a person will ever make • To the candidate it is ALWAYS personal The human touch
  12. 12. CONFIDENTIAL 42% of “quality hires” are made from professional social networks, compared with just 31% last year and 29% in 2011 85% of employers believe that their Employer Brand has a significant impact on their ability to hire top talent 39% of employers have increased Internal hiring or transfers versus last year A whopping 87% of employers recognize that they have not invested adequately in making their recruiting process mobile friendly Linkedin 2013 The recruiter side of the equation
  13. 13. CONFIDENTIAL Adopting Marketing Techniques • Mobile marketing works with the strength of the devices (immediacy, location, intimacy) to engage customers on their terms • Relationship Marketing differs from other forms of marketing in that it recognizes the long term value of customer relationships – Extends communication beyond intrusive advertising and sales promotions • Customer Relationship Management (CRM) is a model for managing a company’s interactions with current and future customers – Organize, automate, and synchronize prospect and customer communications 2013 Consumer trends
  14. 14. CONFIDENTIAL Adopting Marketing Techniques • Mobile recruitment requires condensed and relevant content, abridged process and timely communication. • Talent Pool, Talent Community, Talent Network, etc… – Collect a group of candidates and Relationship Market to them over time building the employer brand through these ongoing communications – Challenge – difficult to manage • Candidate Relationship Management (CRM) is a model for managing a company’s interactions with current and future employees – Organize, automate, and synchronize candidate and applicant communications 2013 Recruitment trends
  15. 15. CONFIDENTIAL • 1 in 5 of all job searches now made via mobile (Google) • 30% of company traffic is now coming from a mobile device (WRC) • 63% of passive candidates used mobile to search for their next role (Educate) • 90% of smart phone users use mobile to read emails and search the web (ALP) • 61% of users will go to a competitor site if you do not have a mobile site (Forbes) Mobile candidate expectations
  16. 16. CONFIDENTIAL Mobile/Tablet Recruitment 2013 Recruiting Trends CommunicationDevices in Our Lives
  17. 17. CONFIDENTIAL Mobile Peak job search times: • 11:00am – 1:00 pm • 4:00 pm – 5:00 pm Not just where, but when…
  18. 18. CONFIDENTIAL Mobile/Tablet Recruitment • Quick page load – 60% of mobile users expect a page to load in less than 3 seconds • Content brevity and accessibility – Be judicious in your use of content for mobile devices • User Interface – Small screens require easy navigation, recognizable links and limited data entry • Operating system compatibility – Android, iOS, BlackBerry, S40, bada, Symbian, Windows Phone • Site redirect, responsive and adaptive design – It is critical to identify and redirect all candidates coming from mobile devices • Job integration – The jobs must be efficiently loaded, searched, and displayed screen size appropriate • Call to action – There are multiple candidate calls to action that can be put into place from allowing a candidate to complete a full application to emailing the job to their desktop to joining a talent pool/community Mobile Candidate Experience Best Practices
  19. 19. CONFIDENTIAL • Device Optimization • Optimized For All Mobile Devices • Android, Blackberry, iPhone, Windows, Tablet... • Integrated Job Postings • Sync with ATS • Automatically Populates Career Opportunities • Customized Call to Action • Mobile Navigation • Easy to Locate Company Information • Access to Full Site • Mobile URL • AutoDetect - Re-Direct To Mobile Site • SMS Keywords and QR Codes Mobile Candidate Experience Best Practices
  20. 20. CONFIDENTIAL Talent Communities and CRMs Benefits • Significantly reduce candidate barriers to entry - Prevents alienation of best candidates - Ideal for mobile • Allows for personalization and more “human” contact • Allows the candidate experience to be a long term conversation regardless of active or passive status. • Provides a better understanding of audience demographic and pipeline
  21. 21. CONFIDENTIAL Talent Communities and CRMs • Skill resource management/knowledge management • Develop a skill set based talent pool • Engage and capture candidates through social media, your application process, or your recruitment website including mobile extensions • Search for and engage with candidates based on their skill set profile in addition to their resume • Keep candidate work history profile updated through automated social network connection
  22. 22. CONFIDENTIAL Easy Start Process Email or Link to Complete Full Candidate Profile Provide a range of engagement options
  23. 23. CONFIDENTIAL 24 month or greater attrition rate 12 – 24 month attrition rate 12 month or less attrition rate • Biannual emails • Recruiter emails • Job notifications • Profile update reminders • Quarterly emails • Recruiter emails • Job notifications • Profile update reminders • Recruiter emails • Job notifications Managing talent communities strategically
  24. 24. CONFIDENTIAL Importance of rethinking Email for candidate relationships Email is still the primary method of communications between recruiters and applicants. Make sure that it is adaptively designed for all devices.
  25. 25. CONFIDENTIAL • Social Networking page creation/integration • Publish your jobs to social media sites • Job search and feed functionality for for Facebook, Twitter and LinkedIn • Manage your content across multiple mediums • Content Management System for content on Facebook pages and Mobile site in one simple user interface • Let candidates know who they know at the company and help recruiters know who looked at their job descriptions – including those that didn’t apply to the job Social Network Considerations
  26. 26. CONFIDENTIAL One size doesn’t fit all…
  27. 27. CONFIDENTIAL One size doesn’t fit all… Gen X internet users typically use social networking sites on at least a monthly basis (74.5% of Gen X web users did so in 2012), and nearly two-thirds used Facebook in particular (65.6%). Digital video is even more popular among Gen X internet users than social networking, with 78.7% downloading or streaming video online at least once per month.
  28. 28. CONFIDENTIAL One size doesn’t fit all… Millennials have the highest social networking penetration of any generation, and the highest Facebook and Twitter use rates to match.
  29. 29. CONFIDENTIAL What do I do with an excess of candidates? Treat all candidates equally in terms of timeliness and relevance of information Filtration and questions – reduces recruiter strain and reinforces the first rule Improve your messaging to reduce the number of unqualified applicants Make this an integral part of your recruiting process Knows your audience – metrics
  30. 30. CONFIDENTIAL Metrics Driven Strategies • Common Metrics – Source of Lead – Source of Hire – Cost per Lead – Cost per Hire – Cost per Lead per Source – Cost per Hire per Source – Time to Fill – Cost of Vacancy – Employee Referral Rates – Pipeline of Talent Metrics Considerations
  31. 31. CONFIDENTIAL Follow me on Twitter @DaveTuttle Thank you!!