Improving Candidate Experience for a Better Brand

candidate experience

In a survey by Career Builder in 2017, it was found that 78% of candidates believe that their experience as an applicant is an indicator of how the company values its employees. This figure emphasises how the candidate experience can be impactful not just to your company’s reputation but also to your employer brand. Aside from that, great candidate experience has other benefits that can help you cut costs and increase your revenue. Here’s how:

Treat job applicants like customers

Based on a survey of the Human Capital Institute,  60% of candidates who report a negative experience during the hiring process can change their minds about the products or services of the brand that they previously liked. This simply translates to losing a portion of your potential market. Because job candidates can also be your paying customers, business leaders should value their job applicants and employees the same way they value their customers.

The candidate experience can also affect the applicant’s likelihood to accept an offer or to refer other applicants to jobs at your organisation. A positive candidate experience equates to better chances of having good quality talents accept your job offer. Great employees make up a good company, hence, better performance and better output quality can potentially increase your company revenue. 

Provide avenues for two-way feedback

Positive candidate experience can also push your brand to the top. Candidates who had a good application experience tend to be more vocal in expressing their satisfaction to their peers and online. In fact, in a survey by the Talent Board in 2019, 67% of candidates would refer others to your organisation based on their positive experience.

With 72% of candidates sharing their experience online, sentiments about your employer brand can spread quickly and uncontrollably. Just imagine what it would do to your company’s reputation if a negative candidate experience becomes viral online. This would not only result in bad publicity but also translate to a loss of consumer trust and patronage. Because of this, it’s important that you get feedback from candidates and not just those who get the job, on their experience.

On the other hand, it is also important that you give feedback to applicants. Whether they get the job or not, a simple email would matter to a hopeful candidate. Around 65% of candidates don’t hear back from the recruiter or employer after an interview which can be frustrating. In fact, 80% of the job applicants report that they would not reapply at an employer who does not inform them about the status of their application.  

Providing two-way feedback avenues can mitigate the effects of a negative candidate experience and serve as a mechanism for learning to improve current recruitment processes.

Review your candidate journey.

Simplifying the recruitment process and improving the candidate experience at each recruitment touch point is ideal. You can explore integrating new assessment technology into the candidate journey. Video interviews instead of phone interviewing; or using gamified assessments instead of traditional cognitive ability tests are just some of few innovations you can explore.

These new recruitment technologies are designed to improve the candidate experience and increase your productivity while giving you great results in terms of quality of hires. They enable you to engage candidates at each stage of the process which contributes to a positive candidate experience. 

By having the right mindset and improving your recruitment process, you can have the edge to attract top-quality talent who can help your company grow and become more profitable.

Reach out to John

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HR Roles for the New Normal
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