Upload
cielo
View
90
Download
5
Embed Size (px)
Citation preview
FIRST IMPRESSIONS:
CANDIDATE ATTRACTION TO APPLICATION
Welcome!
Kevin W. GrossmanPresident, Global ProgramsTalent [email protected]@KevinWGrossmanwww.linkedin.com/in/kevinwgrossman
10/17/2017 Copyright © 2017 Talent Board 3
Thank You!
CandE Global Platinum Sponsor
10/17/2017 Copyright © 2017 Talent Board 4
About Talent Board
Talent Board is the first non-profit research organization focused
on the elevation and promotion of a quality candidate experience.
Founded in 2011 as a 501(c)(3) corporation, Talent Board, the Candidate Experience
Awards benchmark program and its sponsors are dedicated to recognizing the
candidate experience offered by companies throughout the entire recruitment cycle and
to forever changing the manner in which job candidates are treated globally.
Benefits of Research Participation
10/17/2017 Copyright © 2017 Talent Board 5
Employers enjoy the following CandE benefits:
• Confidential research program for employers and candidates.
• Comprehensive aggregate benchmarking data.
• Industry recognition for employers with highest positive candidate ratings.
• Access to industry peers and experts on candidate experience.
2017 CandE Benchmark Program is now open!
• REGISTER TODAY by visiting: http://www.thetalentboard.org/cande-awards/how-to-apply/
• Deadlines:
• North America: August 18, 2017
• EMEA: November 1, 2017
• APAC: November 1, 2017
2016 Candidate Experience Research
2017 Candidate Experience Research
NAMCompanies: 200
Candidates: 180,000
Winners: 50
APACCompanies: 27
Candidates: 13,000Winners:
EMEACompanies: 73
Candidates: 18,000Winners:
Copyright © 2017 Talent Board10/17/2017 6
10/17/2017 Copyright © 2017 Talent Board 7
2017 North American CandE Winners
ATTRACTION
1. Nearly 106K candidates responded
2. 74% of candidates conduct their own
research during the job search, a trend
that’s held steady for the past few years
3. Company career sites are still the most
important aspect when researching career
opportunities for 58% of candidates
4. Company values is the most important
marketing content for job seekers at 49%
Key Highlights
74%
58%
49%
Copyright © 2017 Talent Board10/17/2017 9
Research Channels
• 58% Company Career Site
• 36% Employee, Candidate or Customer Referral
• 34% LinkedIn Career Page(s)
• 29% Employer Reviews (Glassdoor, Vault, Great Rated!)
Marketing Content
• 49% Company Values
• 42% Company Culture
• 41% Employee Testimonials
Job Content
• 55% Job Description
• 34% Salary Range/Compensation Structure
• 32% Benefit Details
10
Top Research and Content
Copyright © 2017 Talent Board10/17/2017
Marketing Content
• 36% Answers to 'Why' People Stay Here
• 35% Employee Testimonials
• 33% Answers to 'Why' People Want to Work Here
Job Content
• 38% Salary Ranges/ Compensation Structure
• 28% Successful Candidate Profile for the Job
• 25% Career Path Examples
11
Wish They Had Access To
Copyright © 2017 Talent Board10/17/2017
10/17/2017 Copyright © 2017 Talent Board 12
46%
49%
5%
Yes: I needed to learn more before applying.
No: I knew I wanted to apply.
I didn’t research - the company contacted me.
Did Researching Play Factor?
13
88%
6% 3% 3%
50%
21%17%
12%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No: I was never asked. Not Sure: I don'tremember.
Yes: I was asked to relatemy overall experienceslater in the recruiting
process.
Yes: I was invited to sharemy impressions around
the information Iresearched before I
applied.
1 Star 5 Star
Asked for Feedback Before Applied
Copyright © 2017 Talent Board10/17/2017
Missed Opportunity
Better Experience
• Made several improvements to fine tune for candidate experience
• Created dedicated pages for our teams on our careers website
• Published Q&A blog posts on our careers page
• Candidate feedback very positive
14
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
• Foster culture of total team involvement —
recruiting and marketing
• Communication frequency and openness are
crucial — over-communicate
• Closure is one of the best gifts you can give
candidates
• Relationship starts the first moment candidate
interacts with your employment brand
15
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
1. Don’t Rely Solely on Written Job Descriptions
2. Invest in the Right Channels
3. Your Career Site Still Matters
4. Include Employee Testimonials
5. Customer Service Approach
6. Communication and Feedback
16
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
17
CandE Branding
Copyright © 2017 Talent Board10/17/2017
Career Site
Multi-Media Marketing
and Job Content
Employee Testimonials and Related
“Stories”
Static Q&A and/or Live
Chats and/or Chat Bots
Social Channel
Customer Service
Approach
Nurture Marketing to
Possible Candidates
Convert Candidates to
Apply
APPLICATION
1. Over 84K candidates responded
2. 85% of candidates were not current
employees at the organizations they
applied to
3. 91% of employers offer mobile apply;
only 14% of candidates said they
applied via mobile
4. 51% of candidates who had a 5-star
overall experience are able to view a
progress indicator showing their
application percentage completed
19
Key Highlights
85%
91%
14%
51%
Copyright © 2017 Talent Board10/17/2017
20
22%
16%
12%
24%
Approximately a month ago
Closer to two months ago
More than two months ago
More than three months ago
0% 5% 10% 15% 20% 25% 30%
Waiting for Response after Apply
Copyright © 2017 Talent Board10/17/2017
Missed Opportunity
21
9%
20%
32%
26%
8%
6%
Less than 5 minutes
Less than 15 minutes
Less than 30 minutes
Less than 60 minutes
Less than 90 minutes
More than 90 minutes
0% 5% 10% 15% 20% 25% 30% 35%
Application and Acknowledgement Time
Copyright © 2017 Talent Board10/17/2017
Better Experience
22
79%
13%
4% 4%
33% 32%
18% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
No: I was never asked. Not Sure: I don'tremember.
Yes: I was asked to relatemy overall experienceslater in the recruiting
process.
Yes: I was invited to sharemy impressions about theapplication process before
any next steps.
1 Star 5 Star
Asked for Feedback After Applied
Copyright © 2017 Talent Board10/17/2017
Missed Opportunity
Better Experience
• Candidates not completing the online
assessment tool
• Candidates put through an obstacle course
• Candidates working around process – pinging
referrers to help circumvent application process
• Dissected steps to make candidate-friendly and
ensure recruiters could screen effectively
23
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
• Surveys are important tools to measure and
monitor candidate experience
• Overhauling ATS’s auto response function that
improve the frequency and timeliness of its
candidate communications
• Leveraging continuous benchmarking data
• Regularly discuss reasons why candidate
experience needs additional tweaks
24
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
1. Greater Expectations and Fairness
2. Walk in the Candidate’s Shoes
3. Acknowledge Skills and Experience
4. Acknowledgement and Closure
5. Communication and Feedback
25
What CandE Winners Do Better
Copyright © 2017 Talent Board10/17/2017
26
CandE Applying
Copyright © 2017 Talent Board10/17/2017
Career Site / Application
Page
Apply for Your Own
Jobs!
Expectations on How Long It Will Take
Expectations on Next Steps
Post Application
Static Q&A and/or Live
Chats and/or Chat Bots
Delay Auto-Rejections at Least 24-48
Hours
Ask “Is There Anything
You’d Like to Tell Us?”
THE BUSINESS
IMPACT
46%
26%
10%
9%
11%
11%
9%
Time Disrespected During Interviews Process Took Too Long
Salary Didn't Meet Expectations Job Description Difference at Interview
Company Culture Not a Fit Poor Rapport with Hiring Manager
Poor Communication with Hiring Manager
28
The Business Impact – Withdrawal
Copyright © 2017 Talent Board10/17/2017
Missed Opportunity with 1-Star Candidates
In contrast, candidates who gave their experience a great 5-star rating only 1.4% left due to disrespect of time.
10/17/2017 Copyright © 2017 Talent Board 29
44%40%
12%
4%1% 1%
17%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Definitely Not Unlikely Likely Extremely Likely
How likely are candidates to refer?
1 Star 5 Star
The Business Impact – Referrals
Missed opportunity
Better Experience
77%
61%
81%
67%
80%
66%
81%
66%
Positive Experience Negative Experience
Sharing Positive/Negative Experiences (Inner Circle)
2017 2016 2015 2014
30
The Business Impact – Inner Circle
Copyright © 2017 Talent Board10/17/2017
31
51%
35%
50%
34%
49%
33%
51%
34%
Positive Experience Negative Experience
Sharing Positive/Negative Experiences (Social Media)
2017 2016 2015 2014
The Business Impact – Social Media
Copyright © 2017 Talent Board10/17/2017
2% 6%
46%46%
74%
19%
7%
1%0%
10%
20%
30%
40%
50%
60%
70%
80%
Great CandidateExperience - IncreaseBusiness Relationship
Pretty Good Neutral Poor CandidateExperience - Severe
Business Relationship
How likely will candidates change relationship status based on their overall candidate experience ratings?
2017 - 1 Star 2017 - 5 Star
Missed Opportunity
The Business Impact – Relationship
Copyright © 2017 Talent Board 3210/17/2017
Better Experience
33
The Business Impact
Copyright © 2017 Talent Board10/17/2017
• A study conducted by Virgin Media — losing
more than 4 million pounds annually in sales
revenues due to poor candidate experiences —
then turned it into a 5 million pound revenue
stream
• Many CandE Winners are today quantifying the
cost of a poor candidate experience, which can
be in the millions of dollars per year, and
incremental improvements can go a long way
to increasing revenue and referral networks
34
Counting the Cost Benefits
Copyright © 2017 Talent Board10/17/2017
…it’s all about improving the impact on the bottom line.
happy boss
In the end…
happy boss
Thank You! Questions?
Kevin W. GrossmanPresident, Global ProgramsTalent [email protected]@KevinWGrossmanwww.linkedin.com/in/kevinwgrossman
37WE BECOME YOU™
ADDITIONAL RESOURCES
CANDIDATE EXPERIENCE AND ROI:
HAPPINESS LEADS TO PRODUCTIVITYhttp://cielo.ly/GIJP30fVUKp
DON'T CALL IT A "CALL CENTER":
CIELO'S IMPRESSION CENTER PROVIDES AN
UNFORGETTABLE CANDIDATE EXPERIENCEhttp://cielo.ly/Mvgt30fVURJ