Why Is Candidate Experience So Important?
We hope you’re already asking yourself that question, but if you aren’t, we’ll tell you why you should be. Consider this example:
Your company has 20 open positions to fill. For each of those positions, you may receive 50 applications, totaling 1,000 applications you must review and 900 rejections you must send out. After that, you have 100 people to interview for the 20 open positions, and another 80 rejections you must send out before the open posts are filled.
These might just look like numbers to you, but not to your candidates. Why does it matter if the people you reject had a good or a bad experience interviewing for your company? 64% of candidates will spend time researching a company before applying for the job, making online reviews and your company’s reputation extremely important.
Those 1,980 people that were rejected, they (and the friends they tell) might write negative reviews online. Too many bad reviews and your company’s reputation could take a serious hit.
According to CareerBuilder, 78% of job seekers who had a bad experience during the recruitment process will share that experience with friends and family. 17% will post about it on social media. Lastly, a third (32% of job seekers) said they were less likely to purchase a product from a company who didn’t respond to their job application.
What Makes a Great Candidate Experience
Job seekers take their job application and the recruitment process personally. That’s why the candidate experience matters.
A great candidate experience should focus on what a candidate wants and what candidates want is simple. Candidates want you to respect their time, ask applicable interview questions, and allow them to give feedback. If your company is able to achieve this, even those candidates who are rejected will want to say good things to their friends, leave positive reviews online, and continue buying the company’s product.
We know you’re thinking it, so, how do you know if you candidates have a great recruitment experience?
Ask for feedback!
When to Ask for Feedback During the Hiring Process
Candidates want to share feedback about their experience—all you have to do is ask. This is the new way that companies are using Net Promoter Score (NPS). NPS enables single sentence feedback requests at each stage of the hiring process, that can be asked and measured quickly on a scale of 0-10. Some of the leading-edge staffing companies are already using Sense to evaluate their candidate experience.
1. How was your interaction with the recruiter?
The answer to this question can be enlightening to the company in a few different ways. It can give you information to review recruiter’s performance and whether or not candidates want more or less communication from recruiters.
This NPS survey should be sent out after a candidate’s first contact with a recruiter from your company, or after they complete their interview with the client but before a final decision is made.
The information gathered by asking this question can teach you how candidates are responding to your recruiters. Your company can also track if the response to the recruiter is correlated to if a candidate was rejected or not. This real-time data can be used to make staffing decisions and improve recruitment processes.
2. How was your experience during the interview process?
During an interview, candidates want to feel like their time was respected (i.e., they don’t want to be made to wait if the interviewer wasn’t ready to start the interview on time.) and that they were asked questions that were relevant to the job they were applying for.
Send out this NPS survey within 24 hours of the interview so that the candidate can fill it out while their thoughts are fresh about the experience.
3. How was your experience with the hiring manager?
Similarly to the question about the recruiter, this question can help you to identify if candidates are responding well to your hiring manager. An unenthusiastic hiring manager can make your company lose the interest of qualified candidates.
Send this question to the candidate along with the above question asking for feedback on the interview.
In the CareerBuilder study, 30% of respondents said they had a bad recruitment experience because the company representative wasn’t knowledgeable, and 34% had a poor experience because the company representative didn’t present a positive work experience. Providing a great candidate experience starts with your recruitment team.
4. Based on your interview experience, how likely are you to recommend your friends or colleagues to interview at our company?
This survey should be sent out after the interview process is completed, to candidates who were accepted as well as the candidate who was rejected.
The responses to this question will show you much the candidate enjoyed the recruitment experience. If someone would recommend their friend, it shows that they had a really good experience.
Use Feedback to Improve the Candidate Experience
If you can implement surveys, pursue feedback, and commit to improving your candidate experience, you’re going to notice a difference not only in the number of candidates who are applying to your jobs but the quality of candidates as well.
Sense can automate your surveys and data quantification, so you’ll be able to improve your candidate experience even more. Automation of your surveys saves your company time and money, allowing you to focus on what’s important.
Virgin Media and LinkedIn Do It
If you’re not convinced enough that you need to implement a rejected candidate NPS question, we’ve got some more information for you.
A few years ago, Virgin Media decided to look into how many customers they lost by giving them a bad recruitment experience. It all started with a review from Louise the hairdresser. What they found was unsettling.
“Then came the easy calculation: if there were 123,000 rejected candidates each year, and 6% canceled their monthly Virgin Media subscription, you end up with about 7,500 cancellations. Multiply that by the £50 ($60) subscription fee and by 12 months, and Johnson realized Virgin Media was losing £4.4 million per year, the equivalent of $5.4 million.”
Virgin Media was losing $5.4 million every year because rejected candidates had a bad enough candidate experience to change cable providers.
Providing a good candidate experience for every candidate and requesting feedback from every candidate, especially those that are rejected, will not only help your company to recruit great candidates but also to keep customers and retain profits.
Just listen to this new hire at LinkedIn describe the interview process he went through. What can your company do to make their recruitment process more like LinkedIn’s?
Your talent is one of your most important assets, which makes it important to recruit and hire the best talent that you can. Using feedback to question and measure your candidate’s experience during the recruitment process can help you to find how you can improve the candidate experience. When your company has a stellar candidate experience, you’ll be able to recruit and hire stellar candidates.
If you’re interested in adding surveys to your recruitment process and want them to be automated, request a demo to find out how we can help.