It’s already well established: bad candidate experience is costly to your business, and good CX has excellent ROI. With poor CX you won’t be earning precious candidate referrals, and you can expect to be spending a disproportionate amount of your time putting out social media and Glassdoor wildfires.
Talking to lots of recruiters and researching online it became clear to me that recruiters aren’t yet clear on how to improve their candidate experience.
Sure, there’s lots out there on offering ‘wow’ moments and taking time to stop and listen. If you’re not already engaged with your candidates and asking for feedback in an informal way – start right now. You’ll get to the point, though, where crowded Excel sheets and random bits and pieces of feedback living in your inbox won’t be enough.
Measuring CX begins with feedback
You’ll reach the need to measure CX with surveys. But following advice to simply ‘send a survey’ is simply ineffective, far too ‘spray and pray’ and won’t get you far. One size rarely fits all.
Feedback is a tricky business because every candidate is also a consumer, so they’re already used to encountering bad surveys from the days of annoying customer satisfaction surveys. If you’re going to do feedback then do it properly – map out the Candidate Journey, use surveys for the right touchpoints, and measure the drivers behind Candidate Net Promoter Score.
1. Map out your Candidate Journey
Look at your candidate’s journey and your touchpoints with them. Where does this correspond with your workflow in your ATS or CRM?
Your recruitment funnel will have several stages where your candidate interacts with you, your brand or encounters your automated processes.
Dive into the specifics of mapping this out with our Practical Guide to Candidate Feedback.
2. Map surveys to the right touchpoints
You’ve got your Candidate journey mapped out. Now it’s time to measure experience at each point.
Sending one big survey at the end of your candidate’s process with you – hire or rejected – is similar to that big, old customer satisfaction survey you hate filling out yourself. You know the one I mean: unspecific, asking for information they should know about already.
Think of it like this: asking someone at the end of your process what they thought about the application and your online brand is a bit late. To get their true opinion in real-time send out within 24 hours of your touchpoint or their interaction with you.
Be specific and send out a survey to a portion of your candidates at every touchpoint to learn where in the journey you’re going right and wrong. This type of Candidate Experience measurement is done best with Net Promoter Score. You can then measure CX throughout the Candidate Journey.
Have a read of our guide to applying feedback to your candidate touchpoints.
Already a few steps further? Make sure you’re getting the best response rates from your feedback so you can analyse with confidence.
3. Look at what’s driving your NPS at every Candidate Journey touchpoint
Measuring candidate experience properly means looking behind the curtain: why are candidates scoring you a particular way at a particular stage in the funnel?
Candidate Experience isn’t one thing. To improve it you need to know what aspects of it to improve. Just asking Net Promoter Score (NPS) and saying ‘oh, 95% of our candidates are happy, good job’ isn’t going to help you prevent those 5% of unhappy campers taking to Glassdoor to publicise their bad experience. Committing to the whole idea of candidate experience means fixing things for the better.
If you’re reading this you’re probably a recruiter, so you don’t need me to tell you that your job is complex. Your Candidate’s experience of your processes, brand and people will be equally complex.
Measuring Candidate Experience properly drills down to specifics. For example – find out the ‘why’ at these stages of application, interviews and rejection.
Survey after application:
Usability of your jobs platform
Ease of uploading CV
Satisfaction with information provided online about role
Survey after interview(s):
Did they feel their interviewer was well-prepared?
Did they feel their time was respected?
How enjoyable was the conversation?
How was their experience coming to your office?
Survey after Rejection:
Clarity of reason given for decision to reject
Friendliness of communication
You get the idea. Satisfaction and willingness to recommend are often contingent on satisfaction with specific aspects of their experience with you.
Ready? Start measuring Candidate Experience with Starred
We make measuring and improving your Candidate Experience easy.
Starred’s software makes the process of collecting feedback automatic at every important Candidate Journey Stage. Starred’s reporting tooling makes finding out the drivers of your Candidate Experience simple: find out what to improve next based on priority and impact.
Boost Candidate NPS. Earn more Candidate Referrals.