Why measuring candidate experience is important for your company growth and how to nail it

I participated in #HRU Helsinki unconference in April 2016 leading a track of “How technology can support best of class candidate experience and how to measure it? Case Solita”. We had a great discussion with our active group, thanks for everyone participated! Here’s a recap of my introduction for further discussion and ideas exchange.

Why focus on candidate experience?

Candidate experience is the most important thing you need to focus if you want to be successful in recruitments from this moment to the future. Candidate experience can make your employer branding and recruitment marketing efforts countless – if it fails. Read more of how candidate experiences affects your employer image (Duunitori national survey in Finland 2016).

I bet almost every company is aware of the power of these experiences, but still fails or ignores there is a problem as long as hiring issues are not holding back business growth. Related to my 10 years experience in recruitment industry in Finland, still only few companies measure their candidate experience and only few or none of them does it systematically.

Why automate candidate experience tracking and how

I work at Solita, which is a rapidly growing software services company in Finland. We have doubled our company size in two years and this year we are hiring again over 100 new employees (of which 60 has already hired).

Only 3-4% of applicants get the job so good candidate experience is extremely important for us to succeed in recruitment also in the future.

We collect annually 2700-3000 applications, interview 600 candidates and hire 100+ new employees every year. Only 3-4% of applicants get the job so good candidate experience is extremely important for us to succeed in recruitment also in the future. We have over 40 hiring managers so we thought it would be easier and save a lot of time to collect feedback creating automated solution instead of doing it manually.

4 steps for candidate experience feedback automation

  1. Create a short survey (e.g. Surveypal is a great tool for this)
  2. Include the survey url in your candidate communication (e.g. email template). If your candidate communication is not systematic yet, make it work first.
  3. Collect data and make it visible for those participating in recruitment (e.g. create integrations in your recruiting tool, intranet or Slack)
  4. Improve overall candidate experience using collected data and make your applicants happier 

Candidate feedback at Solita is anonymous, but applicants can include their name if they wish to. I think it’s irrelevant which position they have applied and who has been the hiring manager. It’s the overall experience that counts (and is told to friends and family in the name of your company).

The further applicant goes in recruitment process, the likely we are going to get feedback.

Our experiences of collecting candidate experience has been great. The further applicant goes in recruitment process, the likely we are going to get this precious feedback. With this feedback, we have been able to do lot’s of improvements in our recruitment. Our candidate experience has really improved after started collecting feedback. Having said this, there are lot’s of experiences of which we don’t get any feedback and there will always be imperfections (’cause we’re humans, not robots).

Thanks for improved candidate experience belongs for all of us at Solita participating in recruitments and especially to all our dear applicants using their precious time for giving us feedback. We really appreciate and read it.

How you track and measure candidate feedback in your company? Please share your experiences, best practices and wild ideas for a good cause.

For better career experiences, Kati

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s