10 Key Components for a Winning
Candidate Experience
Written for iCIMS By:
Sharlyn Lauby, SPHR, CPLP
President of ITM Group and Author of HR Bartender
What is the Candidate Experience
According to Gallup, 70% of U.S. workers are disengaged. Given that statistic, it
only seems logical that a disengaged employee might be actively seeking a new
opportunity or, at least, willing to listen when a recruiter calls them about a job
opening. Disengaged employees aren’t without skills and talents. Quite the
contrary, a disengaged employee can have a tremendous amount of talent that
simply isn’t being utilized by the organization.
While there are many reasons that employees become disengaged, one thing is
certain - employee engagement starts during the recruiting process. Companies
have the ability to create an experience that helps candidates connect with the
organization even before they apply for a job.
This “experience” that companies are trying to create has been labeled the
candidate experience. It’s thought of as the job seeker’s impression of all the
interactions that took place during the hiring process. Simply put, it’s the
candidate’s experience as they apply, interview, and onboard with your company.
This whitepaper will focus on ten key components to consider when developing a
best-in-class candidate experience.
Why the Candidate Experience is Important
We’ve already mentioned one reason why the candidate experience is so
important – employee engagement. However, this isn’t the only reason. Others
include:
Finding the best talent – As workplaces see more evidence of skills
shortages, businesses will want to know they can find qualified candidates
when they need them. A positive candidate experience will attract
qualified talent to your organization and keep them on good terms until a
need arises.
Reducing recruiting time and cost – No organization has unlimited funds
and resources for their recruiting efforts. Companies want to find the best
talent using minimal resources, so creating a positive experience is a must
for cutting costs since top talent is in short supply. Candidates will seek out
and apply to organizations that provide a great hiring experience.
Business competitive advantage – When a company hires and retains top
talent, the organization becomes better in terms of the products and
services they provide. This translates into increased profits and larger
market share.
Investing in the candidate experience will yield results both short-term with
applicant flow as well as long-term in the organization’s bottom-line.
1. Create a Positive Company Culture and Brand
People want to work for companies that they’re proud of. They want to work for
organizations that have purpose. This not only includes the traditional
organizational mission and vision but also company values.
There are clear benefits for businesses that create a positive company brand
image. The first is attracting the best talent. The second is greater profits. Fast
Company referenced a study that found 90% of employees who believed their
organization had a strong sense of purpose also reported a strong financial
position. In addition, these companies demonstrated high customer and employee
satisfaction.
The reason is simple. People like to win. They want to work at companies they
believe are winning. Employees want to tell their friends and family where they
work and hear “ooohs” and “aaahs”. Companies that build a positive culture and
brand get the best candidates.
2. Design a Robust Career Website
Job seekers want to research organizations online before they apply. This concept
links back to the first component, creating a positive company brand. Candidates
want to see that the company is a good place to work before applying. Today’s
talent is selective. They don’t want to waste their time applying at companies that
aren’t worth their time and effort.
Besides the traditional listing of job openings and application instructions, here are
a few items to consider including on your company career site:
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Organizational mission, vision, and corporate values
Company purpose and connection to the community
Awards and recognition received by the company
Photos and videos of the work environment and employees
Benefits, professional development, and future opportunities
A company career site should be an authentic reflection of the employment
experience. Another equally important aspect to career sites is the way this
information is consumed. With the iCIMS Mobile Career Portal, your career site can
be optimized using a technique called responsive web design. This means no
matter what device a candidate uses to visit your career site – PC, laptop, tablet or
smartphone – the site will automatically adjust for proper viewing. (Side note: This
feature is free to iCIMS customers)
Sharing the right information with candidates is important but you should keep in
mind that sharing the information in the right format is also equally essential.
3. Use Candidate Resource Management (CRM) Techniques in Your Talent
Networks
Sometimes companies can be so focused on filling their current job openings that
they forget to put steps in place to fill the talent pipeline. Recruiters are taking a
page from the sales playbook and using the principles of customer resource
management (CRM) to stay in touch with interested job candidates.
Smart companies are creating talent networks to develop a candidate database,
build talent pipelines, and keep candidates engaged with the company. Combining
CRM techniques with a talent network offers a way to scale a piece of the
recruiting process, saving the company time and money.
The value talent networks and CRM can bring to your recruitment process lies in
the passive job seeker. These are individuals who might not be ready to actively
start looking for another job, but still want to keep their options open. These
passive candidates are quietly researching companies. They might be discreetly
asking questions about the best places to find a job.
With iCIMS Connect, companies can offer passive candidates an easy way to
connect with the organization. The candidate can now learn more about the
company and receive job openings for positions they are interested in. The
company can find out more about the candidate and even reach out to the
candidate if a position that they’re uniquely qualified for becomes available. Talent
networks offer a win-win opportunity for candidates and companies to engage
easily with each other.
4. Write Realistic Job Postings
Candidates don’t want surprises about the companies to which they’re applying.
They also don’t want surprises about the job for which they’re applying. Candidates
are looking for an accurate and realistic position description.
HRBartender and iCIMS have created an ebook, “6 Steps for Creating the Perfect
Job Posting”, that provides the steps for crafting a job posting that will give you the
talent results you are looking for. It includes key questions to ask, so the posting is
focused on your target audience.
Companies will want to make sure that they have provided a realistic job preview
both before a candidate applies as well as during the interview process.
Organizations can include job information on their company website such as videos
or photos of employees doing their work. This way, candidates get to see a glimpse
of what happens behind the scenes.
During the interview, companies can share both the formal and informal
responsibilities of a job. Many companies explain the formal responsibilities of the
job using the job description. Usually, there are other parts to a job that aren’t
listed on the job description. Tasks like taking turns cleaning out the break room
refrigerator or phone coverage at the reception desk. These are things we do to
keep the operation running and contribute to the team environment. They should
be explained as well.
An activity that can help candidates get a true sense of the job is the “in-box
assessment”. The goal here isn’t to have candidates actually do work. It’s a
simulation to see how candidates will prioritize and organize their work. This type
of simulation not only provides insight to the company, but it gives the candidate a
sneak peek of what a typical day might look like.
5. Embrace Social and Mobile in Your Recruiting Strategy
People want an easy way to find and apply for jobs. Frankly, companies should
want this as well. If it’s too hard or takes too much time to apply for a job with your
company, candidates just won’t. It’s that simple. One way to make the application
process easier and faster is by using social platforms to spread the word about job
openings and giving candidates the ability to apply using their tablets and
smartphones.
The business case for social recruiting is straightforward. According to Social Media
Today:
Of Facebook’s nearly one billion users, approximately 20% are mobile only.
YouTube reaches more adults than any cable television network.
These two statistics demonstrate the popularity and usage of mobile and social
technologies. Businesses cannot afford to ignore the reach mobile and social
provides.
Also, adding a social and mobile component to your recruiting strategy gives
current employees a way to share job openings with their friends. Employee
referrals are still a top source of applicant flow and a very effective cost-per-hire
strategy. Mobile and social make sharing job openings a one-button activity.
A key element in using mobile and social for recruiting is consistency. Because
some social sites, like Twitter, limit the length of a message, the focus of your
messaging should be to drive people to a place where they can see your
employment brand – i.e. your career site. This is where your investment in a robust
career site and realistic job postings will pay off.
6. Optimize Your Applicant Tracking Systems (ATS)
Disorganization can kill recruiting efforts. An applicant tracking system (ATS) allows
companies to stay organized and in touch with candidates. The iCIMS Recruit
solution has three stand-out features to help companies create an effective and
efficient hiring process:
First, iCIMS Recruit allows recruiters and hiring managers to track
candidates’ historical engagement with the company. Let’s say you have a
new job opening that a candidate you interviewed two months ago would
be perfect for. The system allows you to easily search for that candidate.
The bi-directional email feature provides the ability to send branded
communications to candidates in your talent networks. Companies can
promote their brand or inform people of job openings.
Lastly, it can be a challenge developing concise, targeted messaging for the
first time. iCIMS provides messaging templates that you can use for a little
creative inspiration.
The single biggest complaint from candidates is that the company doesn’t
communicate with them during the hiring process. An ATS offers the ability to
communicate effectively and consistently. When it comes to hiring talent,
companies have the opportunity to outshine their competition by creating a
communication strategy for candidates.
Many organizations have an ATS these days. It’s how organizations maximize the
features within their ATS that sets them apart.
7. Elevate the Screening Interview
Once a company starts receiving responses, they need an effective and efficient
way to sort through the crowd and find the best candidates. Traditionally, this is
done during the screening interview.
Screening interviews are designed with the single purpose of determining if there is
an initial “good fit” between candidate and the organization. This allows both the
candidate and company to not waste time during the recruitment process. No one
wants to continue in a process that doesn’t make sense for either person.
According to a recent Aberdeen report, 65% of businesses indicated that they are
planning to invest in video recruitment tools “in order to improve their strategic
talent pool.” iCIMS new Video Cover Letter solution allows candidates to include a
video introduction with their resume.
Candidates have been turning to video as a way to showcase their talents to
potential employers. There are attributes that candidates can demonstrate via
video in a natural way:
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Verbal communication skills
Creativity
Passion for career, industry and company
Using video technology is not prohibited by the U.S. Equal Employment
Opportunity Commission. Organizations should consult their employment counsel
for the best way to introduce video technology into their hiring practices.
8. Refine the Traditional Interview
If companies utilize the screening interview to their advantage, the purpose of the
second (or more traditional) interview changes as well. How it changes is
determined by the goals of the screening interview. For example, if the goal in the
screening interview is to make sure candidates have the requisite skills in a specific
software program, then the focus of the second interview might be on corporate
culture fit. The reverse also holds true. If the goal of the screening interview is to
determine if a candidate will be a good fit within the company culture, then the
second interview can focus on work experience and skills.
Both interviewing strategies are effective and widely used. The best approach for
your organization is the one that yields the best answers because that will lead you
to the right candidates. During the actual interview, the most effective way to get
good responses is by using behavioral interviewing techniques and group
interviews.
Behavioral interviewing is the concept that past experience is a good
indicator of future performance. Questions that begin with “Tell me about
a time…” or “Describe a moment when…” are usually behavioral in nature.
It allows the candidate to share an experience from their past.
Group interviews can be slightly intimidating but, when explained in the
proper context, can be very effective. Candidates that interview with
multiple people have the benefit of meeting various people during the
process. When they become an employee, they have several friendly faces
to ask questions – not just their manager and human resources.
Redefining the focus of both the screening and second interview provides clarity in
the hiring process. Recruiters and hiring managers can explain the purpose of
interviews to candidates and put everyone at ease. Ultimately, a well-defined
process will give everyone the comfort to ask and receive the best answers.
9. Strategically Automate the Onboarding Process
In component number six, optimizing your applicant tracking system, we touched
on the advantages of bringing automation to the recruiting process. The same
applies to onboarding. Organizations can benefit by strategically automating pieces
of their onboarding process.
There are many tasks that must be completed for every single new hire. The first
one that comes to mind is new hire paperwork. Standardizing the new hire
paperwork process using automation creates consistency, efficiency, and costsavings. For human resources departments, automation reduces the workload
where compliance efforts and recordkeeping are concerned.
In addition, the company is taking care of one of the most fundamental questions a
new hire employee has – “How do I get paid?” Addressing these questions on the
front-end helps to create a best-in-class onboarding experience that is positively
correlated with higher retention rates. The new hire employee is able to focus on
their work and become a productive member of the team.
10. Solicit Feedback from New Hires
Companies must make sure they truly deliver on their promises. Once a candidate
has been with the company for a while, it can be beneficial to survey new hires for
their thoughts about the hiring process.
During orientation, let employees know they will be receiving a survey. If possible,
create a way for responses to be anonymous. Ask employees to share the things
the company did well along with suggestions for improvement. There’s no better
source of information about the company recruiting process than the people who
just went through it.
This is also an opportunity to ask employees about the overall onboarding
experience.
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Were there any job responsibilities you wish you knew before you got
hired?
Did you feel ‘ready’ for the job on your first day?
How long did it take to feel fully productive at your job?
Is there anything human resources could have done during your first 90days to make your onboarding easier?
Regularly collecting information from new hires will allow the company to see
trends and make adjustments where necessary. It sends the message to new hires
that their feedback is valuable.
Summary
In today’s workplaces, talented workers have options. Job seekers aren’t looking
for just any new opportunity – they want the right one. Employers need to provide
job seekers a positive candidate experience if they want to attract the best talent
available.
Making the hiring process intuitive, informative and collaborative will let
candidates know the type of organization you are and that you’re sincere about
creating a great work environment.
References and Resources
“5 Surprising Social Media Statistics for 2013” by Mark Scott, Social Media Today,
October 12, 2013 http://socialmediatoday.com/docmarkting/1818611/fivesurprising-social-media-statistics-2013
“Businesses With a Strong Sense of Purpose are More Successful” by Ariel
Schwartz, Fast Company, May 2013
http://www.fastcoexist.com/1682123/businesses-with-a-strong-sense-of-purposeare-more-successful
State of the American Workplace 2013, Gallup
http://www.gallup.com/strategicconsulting/163007/state-americanworkplace.aspx
“Video Technology and the Modern Recruiting Process: How Video Will Drive the
Next Generation of Recruiting”, iCIMS whitepaper
About Sharlyn Lauby, SPHR, CPLP
Sharlyn Lauby is author of the HR Bartender blog and president of ITM Group Inc.,
a South Florida based training and human resources consulting firm. Her company
focuses on providing solutions to engage and retain employee talent so their
clients can innovate and create shareholder value. Prior to starting ITM Group,
Sharlyn was vice president of human resources one of the world’s largest
organizational consulting firms. She has designed and implemented highly
successful programs for employee retention, internal and external customer
satisfaction, and leadership development.
To learn more Sharlyn and ITM Group, please visit her website or her blog, HR
Bartender. You can also contact her via phone at (954) 659-2237 or email her at
focus@itmgroupinc.com.
About iCIMS
iCIMS is a leading Software-as-a-Service provider focused on taking the hassle out
of human resources processes. Through the implementation of easy-to-use webbased solutions, the iCIMS Talent Platform helps organizations manage everything
from sourcing, to recruiting, to onboarding all within one streamlined application.
Pairing this vision with a dedication to superior customer support has proven to be
a winning combination. iCIMS has been recognized by Forbes, Inc. Magazine,
Deloitte, The Stevie Awards, and more for staying true to its core values of
customer orientation, adaptability, and innovation.
To learn more about the iCIMS, take a look at our demo at: http://bit.ly/OS7kwa
or call 1.800.889.4422 to schedule a live walk-through.