Successful candidate experience management - your path to becoming a top employer brand!

In today's hyper-connected world, where companies are in constant competition, it's more crucial than ever to stand out from the crowd. But how do you differentiate yourself to attract not only customers, but also candidates? This is where Candidate Experience Management comes into play! In the following article, we would like to give you an insight into this exciting topic, which is not only changing the rules of the game for recruitment, but also for the entire brand image.

Candidate experience (CX) is the overall impression that an applicant gains during the recruitment process. It is the individual experience in an application and selection process at all direct and indirect touchpoints with the company. CX is therefore about the impact of the applicant experience.

Candidate experience management (CXM) is the strategic active design of these touchpoints in order to leave a positive overall impression (Kootz, 2014). Parallel to customer experience management, companies are viewed as products and applicants as customers.

In the past, first impressions were less important for applicants. Today, they can have a significant impact on a company's image. We are in an age in which people's expectations, the world of work and socio-economic paradigms are constantly changing.

A positive CX not only leads to faster recruitment and lower costs, but also strengthens the company's brand image and visibility as an employer. Satisfied applicants recommend the company to others and help to attract top talent. A positive or negative experience in the application process not only has a short-term impact on current application behavior, but also influences whether candidates return to the company in the future, even if they have received a rejection. Therefore, companies need to adapt and use CXM to ensure that they meet the expectations of their applicants (Verhoeven, 2016).

The candidate journey of an applicant is no longer linear; each application process is unique and individual. For this reason, it is necessary to consider the expectations of the target group and the various touchpoints.

In order to create an optimal and appealing candidate-oriented process design, you should proceed strategically in every phase of the application process (before, during and after): Attraction, information, application, selection, onboarding and retention phases (Verhoeven, 2016).

1. An online presence that makes an impression

   Ensure that the company website and social media channels are tailored to users and that relevant information is easily accessible to potential applicants to generate interest. Design an appealing and informative target group-oriented career site that emphasizes values, vision and corporate culture. It should be so compelling that candidates are willing to invest some of their time to gather information about your company. This way, you can answer potential questions from applicants in advance, before they are even asked! Use well-known analytics tools such as Google Analytics to find out when visitors leave the career site. With these insights, you can quickly identify the phases that still need improvement.

2. Clear job descriptions

   Formulate coherent, clear and concise job descriptions, addressing the target group and conveying the expectations and corporate culture. Unclear and convoluted promises from employers create confusion and weaken interest. Incorporate relevant keywords to ensure job ads can be easily found by search engines.

3. Social matching

   Take advantage of innovative technologies such as 'social matching', an algorithm-based tool that asks visitors to a career site to upload their CV via social media profiles. In this way, applicants are offered personalized recommendations based on their skills, experience and preferences (Petschar, Zavrel, 2016).

1. User-friendly digital recruiting

   Ensure that the application platforms are user-friendly and that the application process also works smoothly on mobile devices to improve accessibility. Also implement digital tools for video interviews to make the process more flexible.

2. Minimization of steps

   A lengthy process puts most applicants off. Reduce unnecessary steps in the application form to minimize frustration and increase the conversion rate.

3. Innovative method

   Use technologies such as artificial intelligence, software and automation tools to engage candidates and provide them with an optimal experience.

   One option, for example, could be the simple "one-click application". Here, the CV or profile from a social network can be completed in just three steps.

   Another possibility would be the integration of so-called "gamification elements", which are popular with younger generations and can enable a more appealing applicant experience. The use of "recruiting gamification" refers to an innovative method of shaping the selection process with the help of game principles and techniques.

4. Pleasant interview

   Structure a professional but pleasant interview. Find out about the applicants in advance so that you can focus on the most relevant aspects of the person. Allow applicants to show their personality and qualifications and ask questions. Be transparent and inform applicants about the status of their application, the next steps and the expected timeline for decisions.

5. Communication at eye level

   Offer a personal contact person who is available for questions and feedback during the application process. External recruitment consultants are able to offer applicants much more personal support than the HR departments of the companies themselves.

1. Continuous dialog and transparent feedback

   Keep applicants informed with quick response time and regular updates, even if no immediate decision can be made or they are not selected for the position. Where possible, provide detailed and constructive feedback on applications, even if they are unsuccessful.

2. Structured onboarding program

   The first few months in a new job have a significant impact on employee commitment, performance and retention. Well-planned onboarding is therefore key. Why? First impressions count! A smooth start increases motivation and commitment. Your company can benefit by aligning newcomers' expectations with team and company goals - through regular feedback and timely communication. Encourage the integration of new employees into the corporate culture through mentoring programs and team activities.

CXM is the key to differentiation and building a positive employer brand. By strategically designing the candidate experience, you not only create a pleasant environment for applicants, but also secure a competitive advantage in the dynamic world of modern recruitment.

KOOTZ, J. (2014): Kundenorientiertes Personalrecruiting - Eine empirische Untersuchung unter besonderer Berücksichtigung von Customer Experience Management, University of Trier.

PETSCHAR, S./ ZAVREL, J. (2016)
Candidate Experience in E-Recruiting, in: Verhoeven, T. (ed.): Candidate Experience. Springer Gabler, Wiesbaden, 2016, pp. 91-107.

VERHOEVEN, T. (2016): The theory of the candidate experience, in: Verhoeven, T. (ed.): Candidate Experience. Springer Gabler, Wiesbaden, 2016, pp. 7-15.

VERHOEVEN, T. (2016): The Candidate Journey and Touchpoints, in: Verhoeven, T. (ed.): Candidate Experience. Springer Gabler, Wiesbaden, 2016, pp. 33-43.