Welcome to the world of nurturing. Marketers have long utilized nurturing strategies to engage interested leads, guide them through the buyer’s journey, and ultimately convert them into customers. So why should a candidate's experience be any different?
According to Robert Walters' research on Candidate Experience in the Expectation Economy, 94% of candidates believe the recruitment experience influences their decision to accept or reject an offer, and 58% say a positive experience makes them more likely to accept a role.
Maintaining contact with candidates doesn’t have to be daunting. By leveraging technology and adopting a strategic approach, you can leave a lasting positive impression on your candidates, regardless of whether they join your company. Here are 4 tips from recruitment specialist Robert Walters.
1. Treat candidates like customers
As customers, we associate brands with the experiences they provide. This emotional connection is why Apple fans remain loyal despite the higher costs of their products. Similarly, a negative candidate experience can lead to lost talent.
Invest time and effort into candidate interactions just as you would with customers.
Utilize live chat, gamification, event invites, loyalty programs, and peer-to-peer forums. If these approaches delight your customers, they will impress potential employees as well.
2. Highlight your company culture
Create an emotional connection by showcasing your company's unique culture through targeted content. Share behind-the-scenes videos, employee testimonials, day-in-the-life stories, and insights into your workplace environment. Use social media to highlight company events, team activities, and community involvement. Personalize your communications to ensure they resonate with your candidates, keeping them informed and excited about potential opportunities with your company.
3. Maintain communication
LinkedIn reports an increase in candidates 'ghosting' employers, driving companies to frustration. Candidates who agree to job interviews but fail to show up often do so due to a lack of communication.
Continuous dialogue with candidates can prevent this. Answer their questions promptly: How did my interview go? When will I receive feedback? Should I have worn a tie? If candidates are left wondering, you’re not doing it right.
4. Be memorable
Stand out to candidates by offering unique experiences and perks. Organize exclusive networking events, provide insightful workshops, or offer behind-the-scenes tours of your company. Showcase unique aspects of your culture, such as innovative projects or team-building activities, to leave a lasting impression on potential hires.
By adopting these strategies, you can significantly enhance your candidate experience, making your company more attractive to top talent.
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