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The New Candidate Experience for
Beauty Advisors
– Helen Godwin – Assessment Manager, Boots UK
– Helen Clark – Principal Consultant, Cubiks
What does a great
candidate experience
look like?
Last year we presented the
results from our candidate
experience survey
This explored candidates’
perspectives on how to make
recruitment processes more…
• Effective
• Efficient
• Engaging
Highlight how you’re different
Keep your promises
Use the selection process to
promote your employer brand
Deploy robust online tests
Demonstrate how rigorous your
online tests are
Enable candidates to prepare
Communication and
transparency are crucial
Respond in a timely manner at
all stages to all candidates
Provide thorough feedback
Learn where you can
improve
Key learning points from the 2015 survey
Three key considerations for candidate
experience
Candidate perceptions need to be taken into consideration in the
design of the assessment experience
The learning points highlight key themes that impact upon
candidate opinions of the selection process and the employer:
1) Perceived relevance
2) Perceived enjoyment
3) Perceived fairness
Honesty perceptions (for successful candidates) were also
deemed important – many felt the employer didn’t meet their
expectations
So what next?
• This year we have put
these learning points into
action
• The Boots Beauty solution
reflects a case study
showcasing how we have
listened to candidates’
feedback to improve the
online and in-store
assessment experience
A new approach for Beauty
• Company ambition to transform the advice model, tailoring
the care we offer our customers
• We want to attract the best people but our general store
colleague assessment wasn’t differentiating the Advisor
candidate group
• We wanted a bespoke assessment that was market leading
and could be used globally across Walgreens Boots Alliance
(WBA)
Key requirements for our new assessment
• Provide an engaging candidate experience that promotes our
employment brand
• Work based scenarios that provide a realistic job preview for Beauty
candidates
• Mobile enabled, improving accessibility for candidates
• Bespoke output reports for Hiring Managers and candidates
• Fully piloted to ensure accuracy of assessment, reliability of results
and defensibility
• Full integration with the Applicant Tracking System (ATS) to monitor
candidate experience through the recruitment journey and minimise
time to hire
• For recruitment across the WBA group
Key improvements to ‘look and feel’
• Images that communicate our
people, their interaction with
customers and the store
environment
• Improved accessibility – desk
top, tablet and mobile enabled
• Personalised welcome page
and clear guidance on how to
complete the assessment
Key improvements to ‘look and feel’
• Animation to promote a more
‘interactive’ experience
• Clear navigation and
progress bar
• Bespoke candidate feedback,
presented in a simplified
format, available on screen
shortly after completing
A candidate-centered solution for
Beauty Advisor roles
(released August 2016)
A candidate-centered solution…
…leveraging a proven, robust assessment methodology combining
SJT questions and…
A candidate-centered solution…
…personality-based questions to enable feedback on work style and
preferences
A candidate-centered solution…
…including on-screen feedback upon completion of assessment
Candidate feedback – on-screen and PDF formats
Developmental feedback on 8 key
personality scales
A single page report - succinct for
easy viewing and interpretation
on a mobile / tablet
Interview report with:
• Guidance for best practice
interviewing
• Candidate performance across
competencies and personality scale
• Fit to role (Low, Mid or High)
• Competency-based questions
• Behavioural indicators for scoring
Hiring manager report – for in-store interview
Informed by candidate feedback
Relevance
• Relevant, immersive imagery
• Job-specific content inherent in SJT design
Enjoyment
• Interactive elements
• Graphic design by Pink Squid
• Mobile enabled, responsive format – mobile, tablet and laptop
Fairness
• Robust assessment combining SJT and personality
• Perceived relevance increases likelihood of fairness
perceptions
• Provision of feedback upon completion of assessment
including development tips
• Mobile enabled assessment may attract a more a diverse
applicant population
Has it worked?
• Too early for a formal validation – we need job performance
data!
• A survey was sent to applicants that have completed the
assessment seeking their feedback
• So far….
 Over 88% of candidates felt that the assessment gave
them a better understanding of the role
 80% thought that the tutorials and instructions were great
or excellent
 Over 84% loved the content of the feedback report
 And over 91% of candidates would recommend the
application experience to a friend or colleague
Some of the feedback we’ve received so far…
I liked that it had a
positive outcome i.e.
the feedback report
I imagined myself working at
the store and being put in one
of the scenarios which was
quite enjoyable
It made me think more about myself in
the sense of what my personality is
actually like and how I would react in
a situation I'd never thought about
I liked the variety of
questions
It gave a good insight to
the daily on goings within
the job role
Interesting accessibility stats
23.5%
2.5%
63.0%
10.9%
Mobile Tablet Laptop PC
What this shows is that
25% of candidates are
completing the
assessment on a hand-
held device e.g. phone
or tablet.
Looking back at 2015 survey - what have we
achieved?
Highlight how you’re different
Keep your promises
Use the selection process to
promote your employer brand
Deploy robust online tests
Demonstrate how rigorous your
online tests are
Enable candidates to prepare
Communication and
transparency are crucial
Respond in a timely manner at
all stages to all candidates
Provide thorough feedback
Learn where you can
improve
Highlight how you’re different
Use the selection process to
promote your employer brand
Deploy robust online tests
Demonstrate how rigorous your
online tests are
Provide thorough feedback
Learn where you can
improve
 



Keep your promises
Enable candidates to prepare
Communication and
transparency are crucial
Respond in a timely manner at
all stages to all candidates
Looking back at 2015 survey - what have we
achieved?
So where next?
• We’ve achieved a lot but still
room for improvement
• Creating an item-bank
• Exploring ways to identify
potential
• Global roll-out – we will soon
be trialling content in the US
to create a version that is
appropriate for this market
• Improving accessibility
• Test security options
• Your ideas?
Future developments
Helen Godwin
Helen.Godwin@Boots.co.uk
Helen Clark
Helen.Clark@Cubiks.com
Thanks for listening!

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The New Candidate Experience - Cubiks & Boots

  • 1.
  • 2. The New Candidate Experience for Beauty Advisors – Helen Godwin – Assessment Manager, Boots UK – Helen Clark – Principal Consultant, Cubiks
  • 3. What does a great candidate experience look like? Last year we presented the results from our candidate experience survey This explored candidates’ perspectives on how to make recruitment processes more… • Effective • Efficient • Engaging
  • 4. Highlight how you’re different Keep your promises Use the selection process to promote your employer brand Deploy robust online tests Demonstrate how rigorous your online tests are Enable candidates to prepare Communication and transparency are crucial Respond in a timely manner at all stages to all candidates Provide thorough feedback Learn where you can improve Key learning points from the 2015 survey
  • 5. Three key considerations for candidate experience Candidate perceptions need to be taken into consideration in the design of the assessment experience The learning points highlight key themes that impact upon candidate opinions of the selection process and the employer: 1) Perceived relevance 2) Perceived enjoyment 3) Perceived fairness Honesty perceptions (for successful candidates) were also deemed important – many felt the employer didn’t meet their expectations
  • 6. So what next? • This year we have put these learning points into action • The Boots Beauty solution reflects a case study showcasing how we have listened to candidates’ feedback to improve the online and in-store assessment experience
  • 7. A new approach for Beauty • Company ambition to transform the advice model, tailoring the care we offer our customers • We want to attract the best people but our general store colleague assessment wasn’t differentiating the Advisor candidate group • We wanted a bespoke assessment that was market leading and could be used globally across Walgreens Boots Alliance (WBA)
  • 8. Key requirements for our new assessment • Provide an engaging candidate experience that promotes our employment brand • Work based scenarios that provide a realistic job preview for Beauty candidates • Mobile enabled, improving accessibility for candidates • Bespoke output reports for Hiring Managers and candidates • Fully piloted to ensure accuracy of assessment, reliability of results and defensibility • Full integration with the Applicant Tracking System (ATS) to monitor candidate experience through the recruitment journey and minimise time to hire • For recruitment across the WBA group
  • 9. Key improvements to ‘look and feel’ • Images that communicate our people, their interaction with customers and the store environment • Improved accessibility – desk top, tablet and mobile enabled • Personalised welcome page and clear guidance on how to complete the assessment
  • 10. Key improvements to ‘look and feel’ • Animation to promote a more ‘interactive’ experience • Clear navigation and progress bar • Bespoke candidate feedback, presented in a simplified format, available on screen shortly after completing
  • 11. A candidate-centered solution for Beauty Advisor roles (released August 2016)
  • 12. A candidate-centered solution… …leveraging a proven, robust assessment methodology combining SJT questions and…
  • 13. A candidate-centered solution… …personality-based questions to enable feedback on work style and preferences
  • 14. A candidate-centered solution… …including on-screen feedback upon completion of assessment
  • 15. Candidate feedback – on-screen and PDF formats Developmental feedback on 8 key personality scales A single page report - succinct for easy viewing and interpretation on a mobile / tablet
  • 16. Interview report with: • Guidance for best practice interviewing • Candidate performance across competencies and personality scale • Fit to role (Low, Mid or High) • Competency-based questions • Behavioural indicators for scoring Hiring manager report – for in-store interview
  • 17. Informed by candidate feedback Relevance • Relevant, immersive imagery • Job-specific content inherent in SJT design Enjoyment • Interactive elements • Graphic design by Pink Squid • Mobile enabled, responsive format – mobile, tablet and laptop Fairness • Robust assessment combining SJT and personality • Perceived relevance increases likelihood of fairness perceptions • Provision of feedback upon completion of assessment including development tips • Mobile enabled assessment may attract a more a diverse applicant population
  • 18. Has it worked? • Too early for a formal validation – we need job performance data! • A survey was sent to applicants that have completed the assessment seeking their feedback • So far….  Over 88% of candidates felt that the assessment gave them a better understanding of the role  80% thought that the tutorials and instructions were great or excellent  Over 84% loved the content of the feedback report  And over 91% of candidates would recommend the application experience to a friend or colleague
  • 19. Some of the feedback we’ve received so far… I liked that it had a positive outcome i.e. the feedback report I imagined myself working at the store and being put in one of the scenarios which was quite enjoyable It made me think more about myself in the sense of what my personality is actually like and how I would react in a situation I'd never thought about I liked the variety of questions It gave a good insight to the daily on goings within the job role
  • 20. Interesting accessibility stats 23.5% 2.5% 63.0% 10.9% Mobile Tablet Laptop PC What this shows is that 25% of candidates are completing the assessment on a hand- held device e.g. phone or tablet.
  • 21. Looking back at 2015 survey - what have we achieved? Highlight how you’re different Keep your promises Use the selection process to promote your employer brand Deploy robust online tests Demonstrate how rigorous your online tests are Enable candidates to prepare Communication and transparency are crucial Respond in a timely manner at all stages to all candidates Provide thorough feedback Learn where you can improve
  • 22. Highlight how you’re different Use the selection process to promote your employer brand Deploy robust online tests Demonstrate how rigorous your online tests are Provide thorough feedback Learn where you can improve      Keep your promises Enable candidates to prepare Communication and transparency are crucial Respond in a timely manner at all stages to all candidates Looking back at 2015 survey - what have we achieved?
  • 24. • We’ve achieved a lot but still room for improvement • Creating an item-bank • Exploring ways to identify potential • Global roll-out – we will soon be trialling content in the US to create a version that is appropriate for this market • Improving accessibility • Test security options • Your ideas? Future developments