As an employer, you’re probably bombarded with applicants, maybe more than you can handle. But do you know how these job seekers found you or what the best channels are to reach them? How do you guide your recruitment marketing decisions? What information are you using to understand your job seekers social preferences?

There is certainly general research in our industry around these topics, but primary research is invaluable. Even something as simple as a job seeker survey can give you a leg up on the competition. Making the extra effort shows you truly care about the candidate experience, and having this kind of data can help you polish your employer brand and adjust recruitment marketing efforts accordingly.

How can you communicate more effectively with these job seekers, streamline the process and provide feedback without taking more time and resources? High volumes of job seekers and limited resources typically mean job seekers are sent through automated systems like an applicant tracking system (ATS). This process can be cumbersome and risks job seeker bailing on the application. Job seeker surveys will give you a clearer picture on whether your decision around automating certain components is actually deterring qualified candidates from finishing the online application process.

A better picture of your ideal job seeker’s behavior will also help you target and generate better messaging and initiatives. You might even uncover innovative ways to better communicate with your job seekers.

Job seeker surveys also provide an opportunity to uncover more qualified talent as well as reengage passive candidates who can stock your pipeline and fill requisitions. Which leads hopefully leads to improved ROI. Knowing how prospective employees search for jobs, what tools they use and which sites they visit is valuable information to consider when justifying your budget allocation.

Securing the time and resources for job seeker surveys can be a challenge, but thankfully there are tools that can help. Some are even free or have a minimal cost like SurveyMonkey, which we currently use at DirectEmployers.

What kind of questions should you ask? Consider some of the following:

• What are some challenges you faced when applying for a position within our system?
• How did you first hear about us?
• How often would you like to hear about opportunities from our organization?
• What ways do you search for jobs?
  • Do you search on a mobile device or tablet?
  • Do you apply through a mobile device or tablet?

In the end, knowledge is power and conducting periodic surveys of your job seekers can provide many revelations around the strengths and opportunities that reside in your current application process, technology and recruitment marketing initiatives.