Let’s start with a simple statement: the candidate experience is very important. However, we need to broaden our horizons. We need to talk about the customer journey when it comes to recruiting and employer value proposition. The customer journey is very important.
The first thing to consider is that the candidate experience is related to professionals who are already interested in your company. They might be already part of a recruiting process. If your strategy is focused only on candidates, you are excluding an important part of the “market“. Following the advice of the best marketing or acquisition departments, we cannot forget the prospects (for example, the so-called passive candidates) or our customer base (the employees). Therefore, the organisation must think about providing a service to them too.
Then, the recruiting processes require the commitment of professionals of the organisation, not just the recruiting team. Therefore, all the participants in a recruiting process (for example the interviewers) are brand ambassadors https://goo.gl/fBP0zM . Finally, when a candidate accepts an offer becomes a customer of your organisation. Moreover, the candidate, now employee, becomes also a brand ambassador. Organisations need to be aware of this conversion process and need to work to optimise it.
A prospect who becomes an employee through the recruiting process needs to be treated as unique. Why? The professional can decide whether to become a customer of your brand or continuing to be one of your customers, to convince others that your business and your brand are exceptional, refer friends and spreading the word about your brand…. We know that the word of mouth is still the best form of marketing and proposition. What about the candidates who have not been selected? You need to value them and treat them as the ones that accepted your offers. These candidates can be selected in another process, make referrals, being your customers and brand ambassadors.
A different approach to the candidate experience is definitely needed.