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#FIRMday Manchester 9th March: Sofology 'Turning candidates into brand advocates'


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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?

Published in: Recruiting & HR
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#FIRMday Manchester 9th March: Sofology 'Turning candidates into brand advocates'

  1. 1. Alyson Fadil @alyfadil1 Turning Candidates Into Brand Advocates
  2. 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. 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. 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. 5. Candidate Journey
  6. 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. 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. 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. 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. 10. Referral Schemes Brand Awareness Awareness
  11. 11. Instant SLA Begins 30 Days Brand AwarenessAwareness
  12. 12. Employee Value Proposition InterestValue
  13. 13. Authentic Role Profiles to life Webchat / Talk to the team FAQ’s CRM
  14. 14. N P S
  15. 15. Application • Expectation of: next steps in the process & types of testing • Timeframe • Content - Videos/ Photos of store/ department/team • Feedback • Talent Bank explanation Purchase
  16. 16. Applicants per role (%) Application 20 days Agencies maybe drafted in to support May try a different attraction strategy – PCP/Segmentation etc Purchase
  17. 17. 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
  18. 18. 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
  19. 19. Assessment Net Promoter Score Would you recommend us to friends or family? Purchase
  20. 20. 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
  21. 21. 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
  22. 22. 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
  23. 23. 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
  24. 24. 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
  25. 25. 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