Anna Schwarz is the co-founder of a marketing and staffing company Novitim. He has been moving in the field of finding new employees, personality analysis, recruitment and other areas of HR for a decade. We interviewed Anna on the topic of candidate experience, which nowadays plays a more than important role in the HR world.
What is Candidate Experience?
Candidate experience expresses how a job applicant perceives the entire recruitment process of the company to which they apply.
How has the perspective of candidate experience changed recently, or what kind of company experience a candidate gets during the recruitment process?
Currently, the candidate is in the position of who pulls the longer end of the rope and chooses the employer. Therefore, the field of candidate experience for companies and HR professionals is also much more discussed. In fact, this is one of the most important factors for attracting talent and good applicants.
Companies are much more focused on how the candidate felt about them when experiencing their recruitment process. They realize that whether they evoke good or bad emotions in the candidate, in any case, these feelings will influence his further decision-making and behavior.
When does the candidate begin to perceive and experience the meeting with the company, the potential employer?
It is already at the moment when the applicant notices the job advertisement. Here, the company's perception sensor is activated and, depending on whether he is comfortable with the style of the advertisement and the communication that the company sends to him, he will give him a chance for further contact. It depends on how the ad is written. Therefore, it is important to disclose full information to the position and describe it in an understandable and human way.
At this stage, the entry of a live HR specialist in recruitment is not yet necessary. On the contrary. I recommend engaging chatbots. Digitization will free up the hands of recruiters, who can focus more on candidates in the next rounds of selection procedures. But I am certainly in favor of someone or the chatbot mentioned letting the candidate know if they are suitable for the position or not. Any feedback is better than none. This also contributes to the applicant's good experience.
Currently, applicants choose employers, not the other way around.
What are the other stages that affect the candidate's experience?
The next stage is the selection process itself. In my opinion, it is crucial how the company communicates with candidates. It sounds logical and simple, but occasionally communication scrubs. Sometimes they fail to maintain adequate and relaxed communication during the whole process of “courting”. I recommend introducing the recruitment process to applicants in advance, so they will know what awaits them, when and with whom they will speak.
A personal and open approach of the company throughout the recruitment process is also important. Candidates share positive experiences from the interview or the entire recruitment process with their surroundings. This then leads to strengthening the corporate brand and increasing brand awareness.
What is the impact of candidate experience for unsuccessful applicants?
At the stage when the employer decides between several candidates, it is important to think also about those with whom he says goodbye in the selection process. Even rejected applicants are very important for candidate experience. They will remember the company as such and the method of rejection for a very long time. The point is that even the rejection, which is unpleasant for the applicant in itself, is personal and kind, ideally linked to the justification why the applicant was not accepted.
What about advertising and first interviews if the company cooperates with external partners?
The same principle should apply here. Therefore, choose only recruitment agencies that will contribute to a good recruiting experience in your company.
By default, we create advertising on a very individual basis. We want to get to know our client's company well. This then helps us in creating a job offer. We want it to match the company culture of the client. We convey the company's environment and its values to the candidates through our advertisement.
Of course, we understand the first interview in this way. Our consultants are aware that even if the interview takes place with us and we talk about the client as a third party, we are part of the entire recruitment process. Therefore, the interview experience with our consultant must be as positive as possible so as to strengthen and promote a good opinion about the client.
What do you advise clients about candidate experience? What tips do you have for the firm to maintain a positive candidate experience throughout the recruitment process?
In general, I would recommend: treat candidates with respect, value their time and, with this in mind, also create such a selection structure.
As I mentioned earlier, remember that advertising also plays an important role. Even before the candidate has a chance to speak to you, he or she will assess the offer in the posted advertisement. Take advantage of this and influence the candidate through it.
I also appeal for time. The latter plays a big role. Responses to applicants must be prompt. Individual interviews must be well connected to each other. Avoid unnecessary time gaps between sub-rounds and your reactions. If you are interested in a candidate, let him know as soon as possible. In some desired fields, candidates lose interest as early as the second day if they have no response from you. You are losing these candidates unnecessarily. In addition, your late or no response contributes to the negative candidate experience associated with your company.
Advertising plays an important role in candidate experience.
In terms of candidate experience, is it important to include salary information in job advertisements or interviews?
In your ads, include transparent and truthful information. When interviewing, be open and talk to candidates without loopholes. Represent the position, the team and the company and its culture authentically. This also applies to information on the amount of assessment. It is still true that money is the reason we go to work. Discuss the salary with the candidates at the beginning. It works very well for the candidate experience. At the same time, you will move on to the possible disappointment of the applicant and the wasted time spent on both sides. I recommend to clients that the salary, or the range from to, be indicated already in the advertisement.
What other steps are necessary to take to maintain a positive candidate experience?
Revise your career and website. They are part of your business card. Words are nice and have their weight, but when an applicant who is interested in working with you looks at crappy pages that indicate that you don't care about them, it's not going to work well for him.
Keep in mind that all feedback is desirable and important — both positive and negative. Even a person with whom you ultimately do not agree on boarding is a walking advertisement for you. He will be the one who will tell his friends or at home that his job at your place did not work out, but the people there are great. This will unwittingly recommend your company further — you as a good employer, indirectly also your products and services.
Does the environment of the company in which the candidate comes for the interview also play a role in the whole recruitment process?
I'm sure. Therefore, I recommend: walk your way to the building of your company and the building itself. Think about what the applicant will experience and what they will see. Can anything be improved so that the first impression is as good as possible? For example, a receptionist who may not even be your employee, but falls under the external administration of the building. There is a difference when a candidate meets a pleasant receptionist on the way to an interview who tunes him well than one who is unpleasant and strict with him.
For example, at one interview, I was given a very dirty glass of water. I could not break away from her thoughts or drink from her. That left a strong mark in me. Fortunately, this time, these emotions were overcome by others - very positive. I liked the company and the people in it, so we slapped each other.
Nevertheless, I recommend, also deal with trifles and details that may affect the applicant's decision. Keep your heads open and think about your environment and the company through the candidate's perceptions. Change even the little things you can influence.
