The prospective employee experience has become table stakes for leading an effective recruitment effort. But, many companies struggle with building a candidate experience strategy that works. Solving these employee needs can be challenging and it can be difficult for recruiters to recognize the moments in the employee experience that are the most critical.
When thinking about your company’s employee experience, you must consider each and every moment in an employee’s journey, including the time before they start at your organization and when they begin the application process.
According to the experts, the recruitment process incorporates three key mechanisms: attraction, selection and appointment. This journey involves several key moments for a prospective employee.
Attraction
We’re not talking about sparks between two people. Attraction refers to how a position is marketed to a potential candidate. This raises questions like:
Is this the type of company I want to work for? Would I be proud to tell others this is the place where I work or wearing company-branded gear to the grocery store? Could I be successful in this role?
A prospective candidate typically studies three primary areas to see if the company will be a good fit for them. First, they look at the company website or careers page for key information, including the employee value proposition of working for the organization. International employer brand strategist Brett Minchington defines an employer value proposition as “a set of associations and offerings provided by an organization in return for the skills, capabilities and experiences an employee brings to the organization,” meaning that the employee value proposition must be unique, relevant and compelling if it is to truly be a key driver of talent attraction, engagement and retention for your company.
Prospective job applicants are also likely to look at the organization’s mission and values and the skills and competencies that are most essential to the role. A friendly reminder: make sure that your company’s mission, vision statement and core values are highly visible on the company website.
Most prospective candidates are also savvy enough to search for client/employee reviews of your company on Google and Facebook and search for any red flags on websites like LinkedIn or Glassdoor. While you don’t have control over what a former disgruntled employee says in a Google review, or if a media outlet publishes an unfavorable story about your company, you should always be aware of what is being said in case something comes up in an interview with a job applicant. Management and monitoring your online reputation with potential employees is just as important as how you manage your company’s social media channels, perhaps even more critical.
Other things a prospective applicant will investigate to determine the attractiveness of the position include: salary and benefits, commute to the office, flexibility (do you offer flextime, opportunities to work remote) and other perks that come with working for your company (free gym membership or childcare, bring your dog to work days, catered lunches).
Remember that the salary (or at least a range) and benefits must be clarified during the attraction phase of the recruitment process. You don’t want to hire someone who starts unhappy with their paycheck and leaves three months later, so it’s best to be open and upfront from the start to avoid wasting anyone's time.
Selection
Selection refers to the entire process of determining the right candidate for the role. This process is primarily concerned with your company interview process but includes crucial moments before, during and after the interview. Questions include:
Did the company set me up for success in the interview, or was I doomed from the start?
The way that a prospective candidate feels about a job opportunity begins in the application process and continues as they make their way to the job interview. The applicant is likely already nervous or anxious about the meeting, and there are several steps you can take to make them feel that you care and want them to be successful.
Provide precise directions and parking options well before the interview is scheduled to take place. Give the candidate with a list of items they should bring with them (extra resume copies? work portfolio?) and the expected attire: there’s nothing worse than feeling anxious and embarrassed because you’re under-dressed for a job interview.
Also let the applicant know who they will be talking to (potential direct supervisor? CEO?) and how long the interview is expected to take. Be respectful of the applicant’s time to help ensure that the interview isn’t a waste of time for either of you.
One of the most important moments for a prospective candidate is when they meet their potential manager or teammates because it gives them a sense of whether or not they would enjoy coming to work every day for your company. If you can, involve both the supervisor and team members that the applicant would be working with in the hiring process. Ask team members to craft a few questions or share their work experiences to give the applicant insight into “a day in the life” within the company. If a candidate connects with potential teammates, they will feel comfortable and that they will be a good fit for the job. Knowing they would fit in with team members is one of the most important moments for a prospective candidate.
Do they respect my time and effort in terms of being interested in the role?
This moment all comes down to the follow-up. When all is said and done, be sure that you are clear about when you will contact the candidate after their meeting with you and that you follow through on that promise. With sites like Glassdoor and LinkedIn, it’s easy for candidates to vocalize their dissatisfaction with how they were treated during an interview and discourage others from applying, which affects your reputation as a company. Millennials, who represent three-fourths of active job seekers, are especially quick to share their experiences online and pay particularly close attention to reviews from their peers. When candidates are ghosted, you lose out on possible talent, and your employer brand takes a hit.
Appointment
Appointment refers to the process of making a job offer to the candidate and it being accepted. One of the final questions a candidate will consider is:
Is the company/manager/department/new co-workers excited that I am joining the team?
New employees are encouraged about a new position when their new manager and teammates let them know they are thankful the person accepted the role and excited for the opportunity to work with them. A quick phone call, email, handwritten note or a team Zoom call is all it takes to make a new employee feel welcome. It is one of those moments that goes a long way in solidifying with a candidate that they made a good choice, and they will fit in well with their team.
It’s easy for organizations and human resource professionals to overlook these major moments in the recruitment process because they believe an employee’s journey doesn’t start until they sign the offer letter or show up for their first day. This could be one of the reasons why many companies battle a high turnover rate with people leaving after less than 90 days.
By understanding these key moments, you as the organization or manager can ensure the employee's journey begins on the right foot and make the best possible first impression.
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