Innovation from iteration, pt 2
Encouraging the right actions from the people you want to employ
You may have noticed that how I described conversion rate optimisation on Thursday mirrors the type of candidate experience that is a consequence of good recruitment.
This is to say a set of tools focused on making the most money in e-commerce complements the experience candidates need to have to make positive decisions during any recruitment touchpoint.
It goes to follow that a focus on candidate experience is a commercial focus, not just a nice thing to do.
Of course, you don’t want to employ every candidate – typically, only one.
Yet the systemic experience that attracts this ‘best’ candidate, can consistently be applied to all.
Give candidates what they need and you’ll be more likely to get what you need: reciprocity.
Rather than thinking in terms of ‘conversion’, for each recruitment touchpoint think about how you can build trust, influence and bring forward candidates in the right way.
You are probably thinking of adverts and written messages targeting candidates you want to hear from.
Yet these are only two touchpoints in the many opportunities to build a relationship with people you want to employ.
It’s not just about influencing the right action. It’s about providing an insightful experience that engenders trust.
Examples (some previously shared in the newsletter on practical applications for good candidate experience):
adverts that tell candidates what’s in it for them, why an exciting opportunity is… ahem… exciting and what the actual benefits are
highlighting the interview process in a job advert
DMs focused on candidate needs not your own
initial calls that seek to help and qualify needs and aspirations, rather than gain interest (helping may of course mean helping them secure your vacancy)
welcoming individual accommodations
providing interview questions in advance (currently being trialled to good effect by a number of employers)
removing barriers to finding out information
sharing detailed information on the recruitment process to candidates before interview
recruitment microsites with “day in the life” staff interviews, virtual company tours and a full employment value proposition
ATS journeys that reduce data entry and duplication (you have tried your own ATS as an applicant, haven’t you?)
all of your online content, from the casual comments on LinkedIn, to Youtube videos to Glassdoor reviews
your interview confirmations, your offer letters and onboarding
the updates you give to say there is no update.
How about reciprocative communications?
If you want to know something, share that information first: “I just wanted to let you know there is no update this week. I’ll likely hear from the hiring manager on the 15th. Is there any update on your side from your interviews?”
If they have new interviews in progress and they are a sought-after candidate, what a great reason to chivvy along your hiring manager.
And your offline activities all have a part to play.
Providing clear directions to site for in-person interviews
what about that first impression from your friendly receptionist? Hard to shake, and I’m sure we all have stories of bad first impressions too
offering them a refreshment
interviews that have the ‘inter’ in them, rather than being interrogations.
Consider every touchpoint a potential employee may have that comes together to paint a picture of your business.
Every time you interact with a candidate is an opportunity to bring them forward and gain commitment.
No different to how e-commerce optimises the journey each potential customer has towards making a purchase.
Optimised experiences for commercial gain.
And a more personally fulfilling way to recruit, in my experience.
Who knew good candidate experience could fill more vacancies?
The next email is on ChatGPT as a learning resource.
Thanks for reading.
Regards,
Greg
p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services:
- commercial, operational and technical leadership recruitment (available for no more than two vacancies)
- manage part or all of your recruitment on an individually designed basis for one client
- recruitment coaching and mentoring (one place available at £200/hr + VAT)
- recruitment strategy setting
- outplacement support
Just hit reply to check if my approach is right for you.