Candidate Experience

On June 2, 2011, in HRExaminer, More2Know, by John Sumser

Candidate Experience on HRExaminerIn 2003, I launched a small endeavor called “CandidateVoice”. The idea was to audit websites based on their ability to deliver a sound experience for each candidate who visited the employment section of a website. As usual, the idea was ahead of its time.

(You might enjoy this little pamphlet which places Respect at the center of great candidate experience)

The CandidateVoice service involved assessing 60 different aspects of the candidate experience. From interface design to click flow, from web server speed to personalization, the service set a benchmark and measured against it.

In recent years, Claudia Faust has been making great strides with her ImprovedExperience assessment process. Customized surveys embedded in the job hunter’s workflow gave Recruiting managers their first ever real time assessment of actual candidate experience. The firm operates on the notion that the best assessors of candidate experience and job site design are, well, candidates.

Several things have been clear about candidate experience from the very beginning:

  • Candidate experience depends on the candidate. What works well for RF Engineers is likely to be a bust for teachers or retail workers.
  • Ease of access to opportunity trumps fancy design. More clicks (and therefore more time) always equals less success for everyone involved.
  • Transparency comes right after ease of access. Candidates want information about the status of their application and the reasons they were turned away. This sort of public accountability is foreign to the hiring process which would rather be done in the dark.
  • Putting the candidate first is hard. Candidate needs are usually the opposite of hiring process requirements. The idea that candidates are actually customers and stakeholders is new and hard to grasp.
  • Good candidate experience probably includes bad candidate experience. The truth is that you want the kinds of people you want to have a good experience that leads them to want to spend more time with you. The rest will be better off off their good experience is a firm pointer towards the door.
  • What’s good enough varies by industry, region and position. You simply have to treat executives differently than low level hourly workers. It doesn’t mean that either should have a bad experience. Just that what’s appropriate varies widely. It’s unlikely that a single web experience is appropriate for all.
  • Candidates require differing experiences for the phase of their relationship. Great recruiting operations are constantly building relationships with prospective employees. It is prudent and important to treat potential candidates differently than actual candidates. One’s experience as a member of the talent pool should be compelling.
  • Candidate experience doesn’t happen in a vacuum. Without a way of understanding how many candidates flow through a particular system and what the error rates are, it’s not really possible to evaluate the overall effectiveness of one approach versus another.
  • Candidate experience is validated by data not intuition. This is the powerful lesson from ImprovedExperience. Click rates, conversion statistics, signups and productive candidate output are necessary datapoints for any evaluation of the Candidate Experience.

This is our way of introducing the Candidate Experience Awards. An industry first, this new award is designed to recognize excellence in the delivery of Candidate Experience. Organized by Gerry Crispin, Elaine Orler, Ed Newman and Mark McMillan, the operation has partnered with Bersin and Associates for its research backbone.

The awards will be presented at this year’s HRTech. With any luck, the new awards will help employers shift their focus towards making hiring a pleasant experience.

 
  • Anonymous

    John, did you really have to write 11 paragraphs before telling people about the great thing Elaine, Gerry, Mark and Ed are doing? All your stuff is great, as always, but they are putting an enormous amount of work into this non-profit endeavor that may very well accomplish something more than talk. Great that you wrote about them.

  • http://twitter.com/GinaCleo Gina Cleo Bloome

    As a Director of Talent Acquisition who has been on the job market as a candidate for the last number of months, I can tell you that every company I interview with talks about Candidate Experience and yet 90% of them fail at just about every level of what that means in practice.   Here are just a few of the offenses.
    *Abominable Online Resume Submission processes
    *The waste of a candidate’s time by not asking key questions in the phone screen (relo, comp,interest)
    *Lack of acknowledgement of candidates post interview email
    *Allowing finalist candidates under serious consideration go weeks/months with no contact
    *Disappearing post interview and not closing the loop, leaving candidates guessing if they are still under consideration
    *Sending a Thanks But No Thanks email 8 months after a job was applied to
    *Sending a TBNT email that has no reference to the company or position to which it relates
    *Telling candidates in the initial phone screen that “well you have been out of work a while, I would think you would be more willing to take a large salary cut” or ” we know the job market is bad so we have been able to actually lower our comp in the last year”

    Companies keep acting as if there are thousands of highly qualified candidates for their jobs, yet I see many of these jobs open 4, 6 , 8 months or more. 

    The Candidate Experience begins with RESPECT for the Candidate.  All of the items on your list of suggestions cascade from that point.  

  • Rich Cialone

    (With all the burgeoning talk of candidate experience, I wonder if we should make a distinction between “applicant” and “candidate”.  They seem to be used interchangeably.  For the purpose of this comment, I’ll use candidate to mean both.)I’m all for making the candidate experience a positive one, for two reasons.  First, it simply makes good business sense to be a company whose actions show it believes it’s an integral part of society and is respectful of other stakeholders (especially if a company sells directly to consumers).  Secondly, while there are no laws that require courtesy, companies are  made up of people, just like you and me, and they should communicate accordingly. There should be no dispensation because people can hide behind a company name.  But to play devil’s advocate, I will say that one reason why companies don’t provide “reason for rejection” to candidates is that some will vehemently disagree and continue to push their case.  That’s not necessarily a bad thing (they may be right), but it’s time consuming and most recruiters, whose job is very labor intensive, are loath to spend unproductive time trying to convince someone who’s not convincible.  And not to mention the potential for someone saying the wrong thing and getting slapped with a lawsuit.Still, I do believe the candidate experience needs improvement.  Yet, there’s one aspect of this forward thinking that I must disagree with…the concept of candidate as “customer”.  That’s just inaccurate.  Look at any definition and you’ll see that a customer is one who receives or consumes goods or services and has the ability to choose between different products and suppliers. In fact, I would go so far as to say the employer is the customer and the candidate is more akin to a vendor.   Today, I am a vendor.  In years past, I was a candidate.  In my experience, trying to get the attention of companies that may be able to use my skills is eerily similar in both cases.Why do I think the distinction is important? Because I believe we do a disservice to candidates when we lead them to believe that they should be given the red carpet treatment, when in reality it’s the candidate who knows how to compete that will win. I think it’s especially important that we don’t lead new generations of workers down the wrong job search path.  Do they deserve common courtesy?  Absolutely, as we all do.   But as a provider of services, candidates need to know how to compete; how to sell themselves.

  • Rich Cialone

    (With all the burgeoning talk of candidate experience, I wonder if we should make a distinction between “applicant” and “candidate”.  They seem to be used interchangeably.  For the purpose of this comment, I’ll use candidate to mean both.)I’m all for making the candidate experience a positive one, for two reasons.  First, it simply makes good business sense to be a company whose actions show it believes it’s an integral part of society and is respectful of other stakeholders (especially if a company sells directly to consumers).  Secondly, while there are no laws that require courtesy, companies are  made up of people, just like you and me, and they should communicate accordingly. There should be no dispensation because people can hide behind a company name.  But to play devil’s advocate, I will say that one reason why companies don’t provide “reason for rejection” to candidates is that some will vehemently disagree and continue to push their case.  That’s not necessarily a bad thing (they may be right), but it’s time consuming and most recruiters, whose job is very labor intensive, are loath to spend unproductive time trying to convince someone who’s not convincible.  And not to mention the potential for someone saying the wrong thing and getting slapped with a lawsuit.Still, I do believe the candidate experience needs improvement.  Yet, there’s one aspect of this forward thinking that I must disagree with…the concept of candidate as “customer”.  That’s just inaccurate.  Look at any definition and you’ll see that a customer is one who receives or consumes goods or services and has the ability to choose between different products and suppliers. In fact, I would go so far as to say the employer is the customer and the candidate is more akin to a vendor.   Today, I am a vendor.  In years past, I was a candidate.  In my experience, trying to get the attention of companies that may be able to use my skills is eerily similar in both cases.Why do I think the distinction is important? Because I believe we do a disservice to candidates when we lead them to believe that they should be given the red carpet treatment, when in reality it’s the candidate who knows how to compete that will win. I think it’s especially important that we don’t lead new generations of workers down the wrong job search path.  Do they deserve common courtesy?  Absolutely, as we all do.   But as a provider of services, candidates need to know how to compete; how to sell themselves.

  • http://www.survale.com Ian Alexander

    Just stumbled upon this post.  Great points.  After an unsuccessful wave of outsourcing 10 or so years ago, operation/CS learned that quality of of service and customer satisfaction reduces cost and increases retention/revenue. I think that corporate recruiting has built a similar wall of “efficiency” over the last several years that is now blocking them from good candidates.  I hear from clients that resumes are at an all time high (we know that), but appropriate candidates within that universe are steadily declining.  Time to hire is increasing (not across the board, but for many positions/industries).  I believe that recruiting will discover what ops/cs learned a while back:  You need to be available to your consumer base and ensure they are being served.  Satisfaction rates and quality of hire are indeed linked.  And as you say, data rather than intuition will prove this.  

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