How the Candidate Experience Influences Your Employer Brand9th October 2019
Broadcasting personal experiences is easier than ever.
Had a dry steak? - Yelp it.
Your eBay package arrived 3 days late? - 1 star it.
Your 4-star hotel room was more like a 2-star? - TripAdvise it to the world.
Your boss treating you unfairly? - Glassdoor that jerk.
In today's business world, it's increasingly difficult to hide for those providing bad experiences. Experience sharing can not only impact your brand, but bad reviews in fact also kill businesses every single day.
On the other hand, if you are providing an excellent experience, the chances are high that others will hear about it and notice you in a crowded space.
Conclusion: It makes more sense than ever to make every interaction with your business into a positive one.
The candidate experience is no exception here. In fact, it is one of the most important areas to meticulously monitor, measure and improve. It's where people come in close contact with you as a brand and get a personal, first-hand feel for how you really treat people.
A couple of years ago, most businesses didn't think much about how potential recruits were treated in the process. As the game changed, and companies now have to compete for true talent, the importance of treating candidates well throughout all contact points has intensified.
Why candidate experience matters
When you are looking to fill an open position, most likely there are more candidates involved than there are open positions. On average, there are 250 applications for every opening when it comes to corporate jobs. That means most candidates will leave empty-handed with a bruised self-confidence, a sense of frustration and a negative attitude towards your company.
This experience plays a vital part in future encounters with your company and is a leading indicator of employer brand perception.
Here are some numbers that should convince you to treat your candidates equally well as your customers:
Provided the candidate experience was negative:
72% share their experience online.
55% avoid companies after reading online reviews.
Source: Human Capital Institute
Your acceptance rate can drop up to 38%
However, provided the candidate experience was positive:
95% of unsuccessful candidates would apply again.
97% of candidates would refer others to apply.
88% would increase their purchasing with the company.
55% would tell their social network about their experience.
As evident, candidate experience covers multiple areas in the total composition of your employer brand. Having an attractive employer brand is a very powerful tool that enables you to craft a compelling employee value proposition. And it can also be an aid in motivation and attract high performing employees. Ultimately, Deloitte even suggests that strong employee experience is one of the main drivers of strong customer experience.
So, how do you improve your candidate experience? Where to start?
Measuring Candidate Experience
The first step is always to measure your candidates' impression of your process to know if your changes are improvements or not.
Many companies rely heavily on traditional feedback forms and NPS-scales that make a good job of catching ratings. What is hard to catch with a survey is more intimate knowledge about what the candidate thinks of your recruitment process.
With more and more AI-based platforms entering the market, getting to qualitative insights even at large scale has become easier than ever. Have a look at the whitepaper below to find out what market leaders use to continuously evaluate their candidate experience.
Hubert.ai is a Swedish start-up company on a mission to free the world from boring surveys. Hubert is a chatbot that enables companies to automatically conduct chat interviews at large scale. By using AI, Hubert can ask relevant follow-up questions, ask for clarification and probe deep into the mind of your target group. To present the results, Hubert features a text analytics engine that presents findings in a very comprehensible way.