Improving the candidate experience in 2019
63% of job seekers will likely reject a job offer because of a bad experience, and 72% of those will tell others about it, either online or in-person.
There’s no doubt that today’s recruiters are operating in a candidate-driven market. That’s why ensuring an outstanding candidate experience is imperative to secure the very best talent for your clients.
Advancements in technology and evolving candidate needs mean recruitment businesses need to step up their game to ensure they stand out from the competition and deliver the very best experience. Here, we highlight three key areas in the recruitment process that require your attention in 2019.
In 2018, 10% of the population were using smart speakers, and this figure is expected to grow to 48% by 2022. Additionally, 27% of the global online community is using voice search on their mobile devices.
With voice search undoubtedly on the rise, it will soon be commonplace for job seekers to ask digital pals Alexa, Siri or Google for assistance in finding a new role. Optimising your website and job descriptions for voice search should be a key consideration for 2019 to keep up with the demands of your candidates. It’s time for you to:
- Embrace natural language. Keyword stuffing on websites and job descriptions has been an archaic practice for some time now, with Google penalising the overuse of specific terms. Instead, consider using conversational language that translates when read by a digital assistant.
- FAQs. Once an essential part of any website map, the humble FAQs section has been shunned in recent years as single page websites have gained popularity. However, voice search has meant Q&As have once again become valuable. People use voice search to ask specific questions, whether that’s interview tips, local employment insights or salary range. It’s worth taking a look at the layout of your job descriptions and experimenting with a question and answer format.
- Technology. There are some great software tools on the market that ensure your jobs appear when candidates ask their Alexa or Google Home devices to set up job alerts or apply for roles directly through their device.
You’ve been hearing it for years, but the application of video in the recruitment process is essential to deliver an optimum candidate experience. The use of video is three-fold:
- Job adverts. Advertising jobs using video across social media platforms has continued to build momentum over the last 12 months. It’s reported that candidates spend more than triple (316%) the time on a video job description (two minutes, 54 seconds) than they do reading a text description (55 seconds). The research also found that when a candidate played a video job description, they spent an average of five minutes and 23 seconds viewing that job - a whopping 487% increase.
- CVs. Video CVs have become increasingly popular due to the efficiency for recruiters to ask candidates to record their answers to pre-interview questions. It’s also much less time-consuming for candidates to send a short video. However, it’s not for everyone, so perhaps make video applications an option rather than mandatory.
- Interviews. We predict that more candidates will interview for positions via video calls in 2019. Using online systems like Skype, Facetime or Google Hangout can be an effective way to conduct interviews at the convenience of the candidate. It can be hugely beneficial for recruiters too as you can broaden your search for candidates even further.
Increased social media advertising and changes to Google’s search process means it’s highly likely a candidate’s first interaction with a position will be on their phone. 74% of job seekers ‘try’ to use mobiles when applying for jobs, so if they can’t apply via mobile for a role that you’re advertising they may try to find the same role elsewhere or abandon the process altogether. We recommend focusing on:
- Optimisation. A lot of recruiters are unaware of how optimised their job search for mobile devices. Test your current system by trying to apply for a role on your phone, make a note of any stumbling blocks and work with your web developer to improve the process.
- Content. In short, keep it short. You want phone scrollers to stop and read your job descriptions. Consider ditching long paragraphs in favour of bullet points, headlines and snappy sentences.
While these three areas are a great place to start, there are many more factors you need to consider if you want to deliver a winning candidate experience. However, the great news is that small changes can make a huge difference.
Jo Lee - MD Marmalade Marketing
Tel: 0161 8795806