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Build Consumer Quality
Candidate Experiences
Stephen Schwander & Ian Alexander
Agenda
•  What is candidate experience?
•  Why does it matter?
•  What is a consumer quality experience
•  Key practices for recruiting success
•  Q&A
What is Candidate Experience?
The quality of the interactions a potential candidate has with a
prospective employer from curiosity to signed offer letter
•  Employer brand
•  Ads
•  Jobs/descriptions
•  Career site content/navigation
•  Social network content/integration
•  Application/engagement
•  Communications
•  Recruiter interactions
•  Scheduling
•  Environment
•  Interviews
•  Offer
What is Candidate Experience?
The quality of the interactions a potential candidate has with a
prospective employer from curiosity to signed offer letter
•  Employer brand
•  Ads
•  Jobs/descriptions
•  Career site content/navigation
•  Social network content/integration
•  Application/engagement
•  Communications
•  Recruiter interactions
•  Scheduling
•  Environment
•  Interviews
•  Offer
Our Focus
Why Does It Matter?
Your interaction with MOST of your candidates happens before
you know who they are
964k	
  Views	
  
111k	
  Starts	
  
26k	
  Applicants	
  
617	
  Hires	
  
97%	
  
Unknown	
  
3%	
  
Known	
  
* Source: Talemetry client two month career site analytics
Focus: Improving candidate experience for 97% of your interactions
•  Employer brand
•  Ads
•  Jobs/descriptions
•  Career site content/navigation
•  Social network content/integration
•  Application/engagement
Why Does It Matter?
964k	
  Views	
  
111k	
  Starts	
  
97%	
  
Unknown	
  
Small improvements make big recruiting differences
964k	
  Views	
  
215k	
  Starts	
  
96k	
  Applicants	
  
2,278	
  Hires	
  
90%	
  
Unknown	
  
10%	
  
Known	
  
Why Does It Matter?
Why Does It Matter?
Your candidates are customers, voters, social network
commenters, and potential gold-star prospects for your competitor
964k	
  Views	
  
111k	
  Starts	
  
26k	
  Applicants	
  
617	
  Hires	
  
99.94%	
  
somewhere	
  
between	
  
saEsfied	
  
and	
  angry	
  
.06%	
  Very	
  happy	
  
* Source: Talemetry client two month career site analytics
What is a Consumer Quality Experience?
(It’s	
  Mobile)	
  
(It’s	
  Mobile)	
  
What is a Consumer Quality Experience?
(It’s	
  Mobile)	
  
What is a Consumer Quality Experience?
(It’s	
  Mobile)	
  •  Common design
•  Hero images
•  Card layouts
•  Long scrolls
•  Responsive design
What is a Consumer Quality Experience?
•  Filtered results
•  Relevant content
•  Personalized
experiences
What is a Consumer Quality Experience?
•  Large type
•  Prominent calls to
action
•  Easy conversion
What is a Consumer Quality Experience?
More targeted,
multi-channel
Basic capability,
limited reach
Basic efficiencies
in place
All activities
optimized
Strategic Value Gap
BASIC
FUNCTIONAL
MODERN
OPTIMIZED
Copyright © 2015 Talemetry, Inc. All rights reserved.
1
5	
  
INBOUND Experience
•  Manual job posting to each job
board
OUTBOUND SOURCING
•  Basic database searching
separately of job boards
•  Basic ATS searching of past
applicants
•  Overuse of agencies
ENGAGEMENT/NURTURING
•  Apply auto response
CONVERSION/CANDIDATE
EXPERIENCE
•  Basic career site
•  Basic Web apply process
Capabilities
INBOUND Experience
•  Automated job advertising
•  Centralized job advertising
•  Free and diversity sites
OUTBOUND SOURCING
•  Centralized multi-database
sourcing/searching
ENGAGEMENT/NURTURING
•  One-to-One recruiter email
outreach
CONVERSION/CANDIDATE
EXPERIENCE
•  Job specific apply processes
•  Ownership of career site
•  Site level SEO
INBOUND Experience
•  Measurement and
optimization
OUTBOUND SOURCING
•  Measurement and
optimization
ENGAGEMENT/NURTURING
•  Measurement and
Optimization
CONVERSION/CANDIDATE
EXPERIENCE
•  Candidate surveys
•  Measurement and
Optimization
OPTIMIZED MANAGEMENT
•  Unified sourcing analytics
•  Traffic sources
•  Source of applicants
•  Source of hire
•  Applicant conversion rates
•  Email open/click rates
•  Recruiter/agency efficient
•  Activity analytics for recruiters
BusinessValue
CompetitiveLagging
Maturity	
  Model	
  
INBOUND Experience
•  Per-click advertising
•  Social site advertising
•  Referral programs
OUTBOUND SOURCING
•  Talent Networks
•  Job talent pipelines
•  CRM & email campaigns
•  Agency/job distribution
ENGAGEMENT/NURTURING
•  Talent Networks
•  Email engagement programs/
content
CONVERSION/CANDIDATE
EXPERIENCE
•  Targeted/branded career
sites
•  Internal career sites
•  Social and mobile apply
•  Job level SEO
OPTIMIZED MANAGEMENT
•  Basic source tracking
Keys to Candidate Experience Success
Make it mobile
•  As much as 80% of candidates browse jobs on a
mobile device
•  New search algorithms favor mobile-friendly sites and
job listings
•  Companies with lagging technology turn off top talent
•  Offer social profile or cloud storage options for
submitting resumes
•  Give mobile browsers the option of requesting a job link
via email so they can apply later from their desktop
Keys to Candidate Experience Success
Segment your candidate personas
•  Develop a map of your key employee groups
•  Deliver targeted and relevant jobs and content to
specific candidate targets
Keys to Candidate Experience Success
Deploy targeted career sites
•  Create different career sites for different personas
•  Highlight the relevant jobs and company information
•  Get detailed conversion tracking so that you can measure
the effectiveness and the value of your targeting efforts
Keys to Candidate Experience Success
Email often
•  Notify applicants that their application was received
•  Send auto-emails at every reasonable step of your
candidate workflow
•  Send notifications that they are not being considered or
that the job has been filled
Keys to Candidate Experience Success
Take ownership
•  Consider modern content management systems (CMS)
that allow your recruiting organization to take ownership
of changes
•  Designate dedicated resources within IT or marketing to
support career site evolution or deploy tools
Keys to Candidate Experience Success
Make job search prominent and intuitive
•  Your JOBS are what candidates are looking for
•  Make job search prominent and intuitive
•  The better the search, the higher your conversion
rates and the more applicants you will get
Keys to Candidate Experience Success
Suggest relevant jobs and content
•  Group your jobs and related content around keywords
•  Suggest related jobs, testimonials, and company information
based on job search results
•  Display relevant videos and content within, or next to, each job
description
•  Remember, jobs are your currency to attract and engage
potential candidates
Keys to Candidate Experience Success
Make calls to action obvious, simple, and mobile
•  The shape, color, and location of a button can sway click
rates significantly
•  Test different variations of your search and apply buttons
to get the highest response rate
Keys to Candidate Experience Success
Make job titles relevant to the target candidate
•  Craft titles that are relevant to the outside world and
make searching simple
•  Be creative. Your titles will show up next to other
companies’ jobs
Keys to Candidate Experience Success
Craft realistic and compelling job ads
•  Go beyond the job description
•  Paint a picture of what a day in the life of the employee looks like
•  Ditch line by line job duties
•  You’ll miss out on an opportunity to entice the job seeker, plus you’ll
get resumes and cover letters designed to fit your job description
•  Focus on expected results
Keys to Candidate Experience Success
Remove dead links
•  Expired jobs leave “404 page not found errors”
that can frustrate candidates
•  Use Google Webmaster Tools to check for 404s
•  Create redirect pages to capture dead link traffic
and funnel it back to relevant job pages
Keys to Candidate Experience Success
SEO your jobs
•  Google ranking can dramatically increase your traffic to
specific jobs
•  Use keywords in the job listing that are relevant to job seekers
•  Create URLs that contain these keywords
•  Create description text that entice job seekers to click when
they find your listings on search engines
•  Make sure your pages are mobile
Keys to Candidate Experience Success
Make applications short
•  Application completion rates can be as low as 10% or less
•  Casual/passive candidates have little time for
comprehensive initial applications
•  Determine minimum data to begin the process and collect
full application data later
•  Your cost per candidate will shrink rapidly
Keys to Candidate Experience Success
Build a network
•  Create easy opt-in for causal candidates to express interest
•  Provide a prominent button inviting them to join a talent
network targeted to their interest
•  Use resume and social profile extraction to make it easy to
get sourceable data
•  Use this network for sourcing and engaging candidates
over time
Keys to Candidate Experience Success
Make it modern
•  Use common design elements
•  Hero images
•  Large text
•  Fewer words
•  Prominent calls to action
•  Web visitors are reading less and accessing the web via
tablets and phones
Keys to Candidate Experience Success
Know the referral path
•  Candidates can find your jobs on unscrupulous sites
•  Control how candidates find your jobs
•  Monitor referral sources to spot errant sources
•  Regularly survey applicants to surface potential
problems in your candidate experience
Keys to Candidate Experience Success
Measure everything
•  Candidate experience improvements generate
bottom line benefits
•  Measure and refine key analytics:
•  Overall traffic
•  Activity/time on site
•  Traffic by source
•  Applicants by source
•  Hires by source
•  Applicant conversion rates (completed applications
divided by total traffic)
•  Application drop off rates by page (percentage of
candidates who start but don’t complete
applications)
•  Talent network size and make up
Hero	
  Image	
  
Targeted	
  
Microsites	
  
Talent	
  Network	
  
Jobs	
  Front	
  and	
  Center	
  
Less	
  Text	
  –	
  Quick	
  Video	
  
Mobile	
  
Questions and Wrap-up
Free Candidate Experience
Strategy Snapshot
report emailed to you
Learn about Talemetry Candidate Experience Solutions
and Recruitment Marketing Platform
Talemetry.com
ialexander@talemetry.com

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Build Consumer Quality Recruiting Candidate Experiences

  • 1. Build Consumer Quality Candidate Experiences Stephen Schwander & Ian Alexander
  • 2. Agenda •  What is candidate experience? •  Why does it matter? •  What is a consumer quality experience •  Key practices for recruiting success •  Q&A
  • 3. What is Candidate Experience? The quality of the interactions a potential candidate has with a prospective employer from curiosity to signed offer letter •  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement •  Communications •  Recruiter interactions •  Scheduling •  Environment •  Interviews •  Offer
  • 4. What is Candidate Experience? The quality of the interactions a potential candidate has with a prospective employer from curiosity to signed offer letter •  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement •  Communications •  Recruiter interactions •  Scheduling •  Environment •  Interviews •  Offer Our Focus
  • 5. Why Does It Matter? Your interaction with MOST of your candidates happens before you know who they are 964k  Views   111k  Starts   26k  Applicants   617  Hires   97%   Unknown   3%   Known   * Source: Talemetry client two month career site analytics
  • 6. Focus: Improving candidate experience for 97% of your interactions •  Employer brand •  Ads •  Jobs/descriptions •  Career site content/navigation •  Social network content/integration •  Application/engagement Why Does It Matter? 964k  Views   111k  Starts   97%   Unknown  
  • 7. Small improvements make big recruiting differences 964k  Views   215k  Starts   96k  Applicants   2,278  Hires   90%   Unknown   10%   Known   Why Does It Matter?
  • 8. Why Does It Matter? Your candidates are customers, voters, social network commenters, and potential gold-star prospects for your competitor 964k  Views   111k  Starts   26k  Applicants   617  Hires   99.94%   somewhere   between   saEsfied   and  angry   .06%  Very  happy   * Source: Talemetry client two month career site analytics
  • 9. What is a Consumer Quality Experience? (It’s  Mobile)  
  • 10. (It’s  Mobile)   What is a Consumer Quality Experience?
  • 11. (It’s  Mobile)   What is a Consumer Quality Experience?
  • 12. (It’s  Mobile)  •  Common design •  Hero images •  Card layouts •  Long scrolls •  Responsive design What is a Consumer Quality Experience?
  • 13. •  Filtered results •  Relevant content •  Personalized experiences What is a Consumer Quality Experience?
  • 14. •  Large type •  Prominent calls to action •  Easy conversion What is a Consumer Quality Experience?
  • 15. More targeted, multi-channel Basic capability, limited reach Basic efficiencies in place All activities optimized Strategic Value Gap BASIC FUNCTIONAL MODERN OPTIMIZED Copyright © 2015 Talemetry, Inc. All rights reserved. 1 5   INBOUND Experience •  Manual job posting to each job board OUTBOUND SOURCING •  Basic database searching separately of job boards •  Basic ATS searching of past applicants •  Overuse of agencies ENGAGEMENT/NURTURING •  Apply auto response CONVERSION/CANDIDATE EXPERIENCE •  Basic career site •  Basic Web apply process Capabilities INBOUND Experience •  Automated job advertising •  Centralized job advertising •  Free and diversity sites OUTBOUND SOURCING •  Centralized multi-database sourcing/searching ENGAGEMENT/NURTURING •  One-to-One recruiter email outreach CONVERSION/CANDIDATE EXPERIENCE •  Job specific apply processes •  Ownership of career site •  Site level SEO INBOUND Experience •  Measurement and optimization OUTBOUND SOURCING •  Measurement and optimization ENGAGEMENT/NURTURING •  Measurement and Optimization CONVERSION/CANDIDATE EXPERIENCE •  Candidate surveys •  Measurement and Optimization OPTIMIZED MANAGEMENT •  Unified sourcing analytics •  Traffic sources •  Source of applicants •  Source of hire •  Applicant conversion rates •  Email open/click rates •  Recruiter/agency efficient •  Activity analytics for recruiters BusinessValue CompetitiveLagging Maturity  Model   INBOUND Experience •  Per-click advertising •  Social site advertising •  Referral programs OUTBOUND SOURCING •  Talent Networks •  Job talent pipelines •  CRM & email campaigns •  Agency/job distribution ENGAGEMENT/NURTURING •  Talent Networks •  Email engagement programs/ content CONVERSION/CANDIDATE EXPERIENCE •  Targeted/branded career sites •  Internal career sites •  Social and mobile apply •  Job level SEO OPTIMIZED MANAGEMENT •  Basic source tracking
  • 16. Keys to Candidate Experience Success Make it mobile •  As much as 80% of candidates browse jobs on a mobile device •  New search algorithms favor mobile-friendly sites and job listings •  Companies with lagging technology turn off top talent •  Offer social profile or cloud storage options for submitting resumes •  Give mobile browsers the option of requesting a job link via email so they can apply later from their desktop
  • 17. Keys to Candidate Experience Success Segment your candidate personas •  Develop a map of your key employee groups •  Deliver targeted and relevant jobs and content to specific candidate targets
  • 18. Keys to Candidate Experience Success Deploy targeted career sites •  Create different career sites for different personas •  Highlight the relevant jobs and company information •  Get detailed conversion tracking so that you can measure the effectiveness and the value of your targeting efforts
  • 19. Keys to Candidate Experience Success Email often •  Notify applicants that their application was received •  Send auto-emails at every reasonable step of your candidate workflow •  Send notifications that they are not being considered or that the job has been filled
  • 20. Keys to Candidate Experience Success Take ownership •  Consider modern content management systems (CMS) that allow your recruiting organization to take ownership of changes •  Designate dedicated resources within IT or marketing to support career site evolution or deploy tools
  • 21. Keys to Candidate Experience Success Make job search prominent and intuitive •  Your JOBS are what candidates are looking for •  Make job search prominent and intuitive •  The better the search, the higher your conversion rates and the more applicants you will get
  • 22. Keys to Candidate Experience Success Suggest relevant jobs and content •  Group your jobs and related content around keywords •  Suggest related jobs, testimonials, and company information based on job search results •  Display relevant videos and content within, or next to, each job description •  Remember, jobs are your currency to attract and engage potential candidates
  • 23. Keys to Candidate Experience Success Make calls to action obvious, simple, and mobile •  The shape, color, and location of a button can sway click rates significantly •  Test different variations of your search and apply buttons to get the highest response rate
  • 24. Keys to Candidate Experience Success Make job titles relevant to the target candidate •  Craft titles that are relevant to the outside world and make searching simple •  Be creative. Your titles will show up next to other companies’ jobs
  • 25. Keys to Candidate Experience Success Craft realistic and compelling job ads •  Go beyond the job description •  Paint a picture of what a day in the life of the employee looks like •  Ditch line by line job duties •  You’ll miss out on an opportunity to entice the job seeker, plus you’ll get resumes and cover letters designed to fit your job description •  Focus on expected results
  • 26. Keys to Candidate Experience Success Remove dead links •  Expired jobs leave “404 page not found errors” that can frustrate candidates •  Use Google Webmaster Tools to check for 404s •  Create redirect pages to capture dead link traffic and funnel it back to relevant job pages
  • 27. Keys to Candidate Experience Success SEO your jobs •  Google ranking can dramatically increase your traffic to specific jobs •  Use keywords in the job listing that are relevant to job seekers •  Create URLs that contain these keywords •  Create description text that entice job seekers to click when they find your listings on search engines •  Make sure your pages are mobile
  • 28. Keys to Candidate Experience Success Make applications short •  Application completion rates can be as low as 10% or less •  Casual/passive candidates have little time for comprehensive initial applications •  Determine minimum data to begin the process and collect full application data later •  Your cost per candidate will shrink rapidly
  • 29. Keys to Candidate Experience Success Build a network •  Create easy opt-in for causal candidates to express interest •  Provide a prominent button inviting them to join a talent network targeted to their interest •  Use resume and social profile extraction to make it easy to get sourceable data •  Use this network for sourcing and engaging candidates over time
  • 30. Keys to Candidate Experience Success Make it modern •  Use common design elements •  Hero images •  Large text •  Fewer words •  Prominent calls to action •  Web visitors are reading less and accessing the web via tablets and phones
  • 31. Keys to Candidate Experience Success Know the referral path •  Candidates can find your jobs on unscrupulous sites •  Control how candidates find your jobs •  Monitor referral sources to spot errant sources •  Regularly survey applicants to surface potential problems in your candidate experience
  • 32. Keys to Candidate Experience Success Measure everything •  Candidate experience improvements generate bottom line benefits •  Measure and refine key analytics: •  Overall traffic •  Activity/time on site •  Traffic by source •  Applicants by source •  Hires by source •  Applicant conversion rates (completed applications divided by total traffic) •  Application drop off rates by page (percentage of candidates who start but don’t complete applications) •  Talent network size and make up
  • 33. Hero  Image   Targeted   Microsites   Talent  Network   Jobs  Front  and  Center   Less  Text  –  Quick  Video   Mobile  
  • 34. Questions and Wrap-up Free Candidate Experience Strategy Snapshot report emailed to you Learn about Talemetry Candidate Experience Solutions and Recruitment Marketing Platform Talemetry.com ialexander@talemetry.com