Employer branding is a marketing process designed to build and position your brand through all steps of talent acquisition and retention process. Candidate experience is the very first chance to consolidate your brand.
Candidate experience is the journey candidates through from the moment they decide to apply for a job, to the moment they join your team. The very best employers work on making this process as human friendly as possible in order to improve talent acquisition efficiency. Many things can make this experience great or bad for the candidate, thus make your brand look good or bad at the end.
How is the application process? how is the review process? Do you communicate clearly with the candidates? How is the on-boarding process? These are the main things every HR professional should be assessing when looking for ways to improve talent acquisition efficiency.
The candidate journey starts from the moment they start looking for a job. we can break it down to 4 simple steps:
Get found: When candidates look for informations, you need to be there. The very first step towards building a great relation with a candidate is to be available where they can find you. This makes sence because even if you are the perfect match for them, they still need to find out about that in order to start considering you as a future employer
Convert: The second step is to convert this potential candidate into a live application. This means that you need to convince him or her that you are exactly what they've been looking for. This comes with an understanding of the ideal candidate's interests and aspirations, and with a well thought brand presentation and job description.
Review and selection: This is the standard review and interview process where you filtre down candidates, select fewer for interviews and make up your final choice. During that time, lots of interactions happen with the candidate, back and forth communication and status updates.
Onboarding: Once the candidate selected, you need to make sure their transition and integration to the team is ideal.
So here are few things you can do to make the most of every stage of the candidate journey.
Candidate experience: Before the application
Make sure candidates can find you where they are looking. Make it easy for them to connect with your brand and learn about job opportunities within your team. Use social media, online job boards, review sites, your website and all available platform to showcase your brand in a cohesive way that delivers the essence of your company.
Leverage your employees network and reach: Your employees are your best brand ambassadors. They can easily spread the message about your brand making it more visible through their networks. They can recommend friends who they think fit for the job, and they are the ones people trust when they hear them talk about you.
Applicant experience: During the application
Simplify: Complicated online forms make this phase very stressful. Make sure the application process is simple and easy, Offering a spontaneous application option on your career space is also a way to collect applications even if you have no position available at the moment.
Inform: Answer the right questions to help candidate make a better decision. Give them premium information about your team, embrace employer reviews and make sure your job ad says it all.
Be available: Make your team available to further assist the candidates during this process can only make this phase better and help generate more applications.
Candidate experience: Through your review/interview process
Constant and transparent exchanges: Make sure you keep the communication open, transparent and alive in order to deliver a great human experience. clear and constant communication is key to keep the candidate interested and engaged.
Availability and pro-activity: Make your team available for extra questions: What happens if the candidate has a question about the job or needs a status update from you? Are you being available or is it a one way communication process? If a candidate that you consider hiring received an offer from another employer, you sure want to know about it. This is the number one reason you need to be available and proactive, to stop loosing those great talents. Because if you like a candidates profile, other companies know their value too
Reduce time of treatment: Stop losing talent because of long treatment delays: Share information with your team to improve workflows, minimize duplicate work and forgotten applications. Remember, talented professionals don't stay free agents too long. If you don't see their value right away, somebody else might. If you take too long, you might lose the candidate.
Candidate experience: On-boarding
The on-boarding stage is generally regarded as a talent retention activity, to make sure the new employee feels welcome and ready as fast as they come in, but it also plays a big part in the candidate experience, as it makes for the first impression this new comer will have on your company.
Once the candidate selected, you need to make sure their integration to the team is ideal.
Let them know what to expect on the first day at the job. You can show them around even before so they can meet the team and say hi, send them documentation to read if needed and make sure they are ready and got all questions covered before they come in.