Alyson Fadil, Sofology will be looking at Turning Candidates into Brand Advocates Treating your candidates as you would your customers is ever more important. How do you ensure they get an experience that reflects your brand?

1. Alyson Fadil
@alyfadil1
Turning Candidates Into
Brand Advocates

2. 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

3. 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.

4. Candidate ExperienceActivities
Brand Advocacy
Number of applicants
Quality of applicants= App to Assessment
NPS
Would you
recommend to family
or friend
Qualitative Survey on experience
Measures

5. Candidate Journey

6. Marketing Costs
Marketing 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

7. Measure
Customer 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

8. 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]

9. Service Level Agreement
Culture - ”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

10. Referral Schemes
Brand
Awareness
Awareness

11. Instant
SLA
Begins
30 Days
Brand
AwarenessAwareness

12. Employee Value
Proposition InterestValue

13. Authentic
Role Profiles to life
Webchat / Talk to the team
FAQ’s
CRM

15. N P
S

16. Application
• Expectation of: next steps
in the process & types of
testing
• Timeframe
• Content - Videos/ Photos of
store/ department/team
• Feedback
• Talent Bank explanation
Purchase

17. Applicants per role (%)
Application
20 days
Agencies maybe drafted in to support
May try a different attraction strategy –
PCP/Segmentation etc
Purchase

18. Screening
Individual to deselect
CRM
Strong rapport
Empowering
Cultural Competencies
Relevant ‘skill’ Questions
Quality feedback inform
Pass/Reject
No hanging!!!
Preparation for next stage
Purchase

19. 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

20. Assessment
Net Promoter Score
Would you recommend us to friends or family?
Purchase

21. SelectionThe 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

22. Service Level Agreement
o 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

23. Onboarding
o 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

24. 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
Advocate
DataAdvocate

25. 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

26. Leading and
Inspiring
People
Living the
organisations
values and
behaviours
Empowering
and involving
people
Managing
performance
Recognising &
rewarding high
performance
Structuring
work
Building
capability
Delivering
continuous
improvement
Creating
sustainable
success
Wellbeing
IMPROVING
LEADING
SUPPORTING
People
Strategy
People Strategy