According to Harvard Business Review, personalisation in marketing can reduce acquisition costs by as much as 50 percent, lift revenues by 5 to 15 percent, and increase the efficiency of marketing spend by 10 to 30 percent.
If that’s the case, imagine the impact that personalisation can have on recruitment.
Recently, Narinder Hammond, Partnerships Director at LaunchPad and Jodie Grove, Client Partner at Meet & Engage hosted a webinar to explore the do's and don'ts for creating an awesome candidate experience.
Here they share their thoughts on how to use the latest automation to personalise the candidate experience – even if you’re recruiting at volume like many of our clients.
1. Treat candidates like consumers
We hear this a lot but what do we actually mean? “Consumers want – to a certain extent – the information that a brand has about them to be used to provide a personal interaction. “The consumer understands the data we’re collecting on them, and they are starting to expect a relationship with you that’s based on that data,” says Marketing Week. It’s the same in recruitment, we can use the data we have about candidates to personalise the interactions we have with them.
2. Configure the candidate journey
Draw out your end to end process (you can see visuals for a variety of candidate journeys starting at 00:18.15 in the webinar recording here). Identify where you’re going to create touchpoints at each stage. Perhaps starting with your careers site, then first engagement, screening, assessment, video interview, face to face interview scheduling, hiring – at each of these stages what kind of touch point do you want to create?
3. Build, maintain, inform
Personalisation doesn’t have to mean person-to-person contact on every occasion. Building engagement, maintaining connections and helping candidates to be informed could include virtual tours of offices, videos introducing them to people they’d be working with, live chats with peers or experts in the business, Q&A sessions or realistic job previews. Technology provides lots of opportunity for personalised engagement.
4. Make people feel like part of the family
It’s important to get people invested in your brand before day one. As we said on the webinar, 65% of job seekers aren’t updated on the progress of their application status, 80% of job seekers wouldn’t re apply to a company that didn’t update them on the status of their application and 80% of candidates would choose one job offer over another based on the relationships they formed as part of the recruitment journey. Protect your brand and reputation and “Don’t leave candidates feeling like they gave something and got nothing in return” says Jodie.
5. Use advanced automation
“Automation is not at the expense of personalisation” Advanced automation has a dual role to play in personalising the recruitment experience. Firstly, it allows you to make use of candidate data and communication channels to ensure they get a tailored experience. Secondly, it frees up recruiter time from carrying out standard processes to bring the 1:1 personal interaction when it’s needed.
USING AUTOMATION TO DELIVER AN EXCEPTIONAL CANDIDATE EXPERIENCE
“In the past, it was suggested that the ATS and HRS came at a cost to candidate experience. With advanced automation we can maintain the timesaving and efficiencies created by technology, and also ensure a positive candidate experience.”
One of our clients who adopted our recruitment automation platform increased interview attendance by 87% and reduced hiring manager interviewing time by 30%. Automation and engagement go hand in hand.