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MEASURING ROI ON
CANDIDATE EXPERIENCE
Candidate experience is critically important in the sourcing, onboarding and
retention of top talent. Learn how to build the business case and measure
the ROI of upgrading your candidate experience.
1WE BECOME YOU™
TODAY’S PRESENTERS
Sally Hunter
Senior Vice President, Cielo
Dawn Hollingworth
Strategy Director – Brand,
Communications and Engagement, Cielo
2WE BECOME YOU™
Total Talent Management
The gig economy
Consumer-led expectations
WHY ARE WE TALKING ABOUT THIS?
3WE BECOME YOU™
Achieving sustainable talent drives business performance
THE BUSINESS CASE FOR INVESTING IN CANDI-X
90% of your business is in people
69%of job-seekers say they are more likely to buy from
a company who treated them with respect during
the application process.
43%Of CEOs state they would make
changes around building a pipeline of
leaders for tomorrow
4WE BECOME YOU™
The increase in compensation
needed to attract candidates
THE BUSINESS CASE FOR INVESTING IN CANDI-X
11%
Who feel your EVP is attractive
enough is…
21%
Who feel your ENP is
unattractive is…
The cost of replacing your people:
5WE BECOME YOU™
CANDIDATE EXPERIENCE – OUR DEFINITION
7WE BECOME YOU™
SURVEY HIGHLIGHTS
91%believe candidate
experience impacts
quality of hire 42%don’t evaluate
candidate experience
72.3%believe mapping their candidate journey has
improved their quality of hire
53%of the above respondents have no
evidence to support their belief
27% of respondents are ‘not sure’
if mapping has been beneficial
86%of respondents who
evaluate candidate
experience do so
in-house
Approaches range
from ‘very robust’
(19%)
to ongoing
(53%)
and ad-hoc
(25%)
34%ranked interview as the most important
evaluation priority followed by the
application process, awareness-raising
with candidates, pre-boarding/keeping
in touch, recruiter efficiency, the offer,
and supporting candidate
investigations
20%of respondents are more likely
to act on qualitative data than
quantitative. Only 3% are more likely
to act on quantitative
77%believe qualitative and quantitative
data to be of
equal value
Stated priorities for improving candidate experience
revolve around improving communication and
responsiveness during the recruitment process and
include enhancing initial application procedures
plus showcasing workplaces to candidates in an
holistic way, rather than focusing purely on roles,
pay and benefit
8WE BECOME YOU™
MOMENTS THAT MATTER
9WE BECOME YOU™
MEASURES THAT MATTER
• Faster time-to-hire
• Faster time-to-productivity
• Increase in number of quality
applications
• Decrease in number of
non-viable applications(improved self selection / de-selection)
• Reduced attrition
• Reductions in media spend
• Reductions in agency usage
10WE BECOME YOU™
TECHNOLOGY AND ENABLING ROI
Hallmarks of leading-edge platforms:
• Data-driven planning and decision-
making
• Automation and efficiency
• Personalisation and consumer-grade
experiences
• User-friendly dashboards
= saves money, saves time, improves
candidate experience = more streamlined
and effective hiring
11WE BECOME YOU™
THE TECH UNIVERSE IS EVER-EXPANDING…
12WE BECOME YOU™
SAMPLE PLATFORMS
• Phenom People – Talent Relationship Marketing - consumer-grade candidate
experience, website and content creation, smart data-driven strategies, user-friendly
dashboards and design.
• SoAmpli – amplify your messages through your employees’ social media networks.
Content management and enablement platform. Hand-holding set-up and support.
• Lifeguides – Employee to candidate marketing. Widget for careers site that features
‘coffee chat’ style content for team/group roles.
• The Muse – ‘destination knowledge site’ for job-seekers with masses of guidance,
tips, articles and support… plus carefully created and curated employer profiles.
Good way of expanding reach.
• Papirfly – Employer brand portal – ‘Amazingly simple’ way of achieving brand
consistency by providing templates to recruiters. Save money, avoid duplication of
efforts, protect brand integrity, improve results.
13WE BECOME YOU™
75,000 applications to achieve 2000 hires
2000 hires = total media cost of £1,038,750
2000 hires savings in moving from 15+ min to 1-5 min = £295,200 / yr
[Reduction in media costs = the savings] Therefore:
If you reduce your application process from 15min+
to 1-5 mins, you are likely to save 28% on media costs. AND you
improve time-to-hire because you’re not losing viable candidates.
Example: Bupa site.
30-minute application reduced
to 3 clicks. 700% improvement
SOME RULES OF THUMB: VOLUME
SHORTER APPLICATIONS = LOWER COSTS + FASTER HIRING RATIOS
1 - 5 6 - 15 15 +
£13.85
£7.17
£4.01
# of Minutes
£16.00
£14.00
£12.00
£10.00
£8.00
£6.00
£4.00
£2.00
£
14WE BECOME YOU™
For every 10 people who land on the dedicated page, you will receive 3 more applications
If it usually costs you £50,000 of media to fill 100 roles,
you could save £15,000 + you improve speed and quality of hire.
Example, we conducted A/B testing between branded landed pages in Sky
Recruit and an ATS.
ATS = 8 applications, Sky Recruit = 40 applications
500% improvement
SOME RULES OF THUMB: VOLUME
30%More likely that a job advert will
convert when it lands on a
targeted landing page rather than
a generic homepage
15WE BECOME YOU™
If you need 1000 applications to achieve
25 hires, a good mobile experience will
save you £21,150
SOME RULES OF THUMB
BETTER MOBILE = LOWER COSTS + FASTER TIME-TO-HIRE RATIOS
72% of active job seekers and 62% of passive job seekers
have visited a company site to learn about careers on a mobile
device.
Yet that same survey reports 49% of talent acquisition leaders
say mobile recruiting is not a top priority for their company
GOOD MOBILE
£0.50 CPC / 13% CTA
= £3.85 CPA
BAD MOBILE
£0.50 CPC / 2% CTA
= £25.00 CPA
16WE BECOME YOU™
ROI can also be measured in terms of risk
and cost avoidance…
- No more than 3 F2F interviews and
ideally on the same day
- If the MD/GM wants to be involved in the
hire - accompany the interview and
prep
- Hiring Manager interview training - as a
minimum ensure that you coach what
questions will be asked (cover basic
legislation issues)
- These candidates will have been
headhunted - so keep the pace fast and
communicate decisions
- The contract - make sure the content
reflects the seniority of hire i.e. is it
necessary to state 09.00 - 17.00 hours?
SENIOR HIRES: PRINCIPLES TO APPLY
£2.7 MILLIONfor one top executive
16% TO 20%of salary for low-grade jobs
30% TO 50%of salary for entry-grade professional
service roles
150% TO 300%of salary for senior hires
17WE BECOME YOU™
PRACTICAL TAKEAWAYS TO IMPROVE ROI
MOMENT DEPENDENCIES HOW
Interview • Hiring Manager capability
• Hiring Manager Time
• Frequency Hiring Manager is
conducting interviews
• Logistics
• Scheduling
• Technology
• Toolkit
• Training
Interview Set-up • Self-scheduling
First Contact (passive/active) • In depth research
• Smart-segmentation
• Individual/reach out
• Personalised
• Contextual
Post to Offer • Keep in touch
• Efficiency
• Tech/Red carpet
• Phone call
• Learning journey
Due Diligence • Brand experience
• Candidate to employee
• Q&A
Assessment (Tech) • Need face to face contact
• Create balance between tech
and human interaction
18WE BECOME YOU™
PRACTICAL TAKEAWAYS TO IMPROVE ROI
IMPACT
High Impact/High EffortHigh Impact/Low Effort
Low Impact/Low Effort Low Impact/High Effort
EFFORT
Hiring Manager Interview
Training
Technology enabled
interview scheduling
KIT between Offer
Accept and Start dateTechnology enabled
Assessment
Code of Conduct in
the process
Tone of voice re-
write of automated
emails
Gimmicks and gifts
Securing Candidate
feedback
19WE BECOME YOU™
PRINCIPLES FOR IMPROVING ROI
Three levers of impact:
1) Timings
- Where can you condense timelines and accelerate
processes?
2) Communication
- Is your tone of voice appropriate?
- Are you in touch frequently/soon enough?
- Are you sharing relevant content?
3) Personal touch
- Are you balancing technology touchpoints with sufficient
personal interactions to maintain engagement and avoid
dropout?
PUT YOURSELF IN THE CANDIDATE’S SHOES…
20WE BECOME YOU™
Balancing a High-Tech & High-Touch
Candidate Experience
http://cielo.ly/onAI30aksyl
With Each Generation, Recruitment Gets a Refresh
http://cielo.ly/KFY630akt6e
CONTINUED LEARNING
