improving the candidate experience. The first is the shop window, also known as career website. Whether you are direct sourcing through social media, advertising on job boards, using referral networks, mobile etc. ultimately a candidate will visit the career website.
At this point we need to think like a marketeer and not as a recruiter looking at the process and how we manage this. We also need to think about the candidate as a consumer and understand why people change jobs, what information they will want (active and passive). In short think about how you 'shop'. Think Amazon. When I was buying a new TV, I used Google to search for reviews. One of those links led me to Amazon. Alongside that product page, were reviews from customers, links to other similar products, videos of the product in action and suggestions of what else I might need. In short I had relevant information at my figure tips. I could also very easily search for other products by browsing and refining.
Transfer this to recruitment and lets start with attracting the passive candidate (always the Holy Grail in my 18 years in this industry). A company's 'experts' writes a blog about some new technology. This blog is linked to our career site and the employee Tweets the blog and posts it on some relevent Linkedin groups that they are active in. Several people click on this blog and read it on the website. Alongside this blog are links to other relevant blogs, prompts to sign up (we all do), related news articles from the company, but also alongside this there is a video interview with the writer, some jobs within this area of the business. In essence the career website is tapping me on the shoulder to say 'Hey do you like what you see? Interested in maybe have a look at some of our roles?
When this is an active candidate, we're displaying similar information whilst they are reading the vacancy advert. Helping the visitor understand what its like to become an employee, but providing them with information at a mouse click, rather than making them search for this info.
The next stage is making their application as seamless as possible and that means changing the method of integration, so we don't fall out of a content rich experience into Web circa 1998 with the standard method of ATS integration.By creating this consumer orientated experience to attract and engage with candidates you raise the bar and then its all about how you continue to manage that experience after they have applied or registered. This comes down to the people, their attitudes and the technology to easily manage a database of candidates. The technology is available to achieve this, but the people involved are the real secret. I always follow the mantra 'Treat others in a way you would like to be treated'. If anyone reading this is interested in my thoughts on a candidate is a person and a consumer, you can read my blog article on the subject here and watch for the new npower website which goes live in October. I've been passionate about this approach for years and its exciting to see that people are beginning to get it.…