When does it end? After the candidate is rejected, or hired. Regardless of the outcome, you’ll want to leave the applicant with the best impression possible.
Employer branding has a big role for your company. It is often a good practice to create a focus group with new employees, and ask them questions such as:
By analyzing focus groups like these, you’ll be able to gain thorough insight into your employer brand. What are your competitions’ weaknesses and advantages compared with your recruitment process?
When applying for a job opening, candidates go through different phases of the application process. It’s called “The recruitment funnel.”
Awareness - Top of the funnel. A phase where the candidate is introduced to your company for the first time. His impressions highly depend on your employer branding.
What makes you stand out from the competition and makes you more attractive as a company, different? Which values?
Awareness is a small step for a candidate, but a big one for the company. If you are already well established in the industry - it’s a big plus. Otherwise, you’ll have to put in some extra effort.
Consideration - Candidates begin to do their research on you. That usually includes visiting Glassdoor for reviews, visiting your website pages and asking around through family, friends, colleagues if someone has valuable information.
Some researches show that the most common questions candidates will seek an answer for in this phase, are:
Which tools will I be using?
To prepare for this phase as a company - work on your employer branding. Find out which sources are the most valuable to your potential employees. The younger ones might focus more on social media, while the older candidates could be more oriented towards a personal opinion from their colleagues.
Application - The candidates are satisfied with what they’ve found out in the previous phases, and have decided to move on with the application.
If plenty of them abandon the application process, you might consider making some changes. Perhaps you’ve made it too complex or did not properly define what you want. Go through the application form with your HR team and see what can be improved.
After you welcome your new employees, ask them about their opinion about their application process in general. That way you’ll get first handed insight about what’s good and what’s lacking.
Selection - Screening, skill testing, and interviewing. This phase is a great opportunity to get feedback from your candidates. Listen to what they have to say about their experience with your company and the application process up to that point.
Let them share their positive thoughts, but also aspects they were not satisfied with. It’s better to hear it during the interview than reading it on a review website as a negative comment.
Offer - Can you really make an offer that no candidate will refuse? It’s unlikely.
Some candidates will decline even the offers that, in your opinion, might sound perfect. Normally, you should be curious about why that happens. If you’ve successfully maintained a professional and yet friendly relationship with the candidates, they will be eager to answer your questions.
Create a short survey and send them to the candidates who rejected the offer. Ask them to state their reasons and respect if the reason is too private to be shared.
Hiring - The final phase. A candidate is hired and ready to share his opinion about all previous phases. That person will mean a lot for your future employer branding, as will the rejected candidates.
If you did everything right as an employer, your rejected candidates will still be useful. The same goes for the ones who declined the offer willingly. They will serve as the company’s promoters, as long as their overall experience within the recruitment funnel was pleasant and enjoyable.