Understanding the path potential candidates take, from discovering your company to applying for a job to actually starting, is crucial in recruitment marketing. This path, known as the Candidate Journey, is a pivotal element in attracting and engaging the right talent in the right place at the right time and, most notably, with the right marketing message.
But what exactly entails this journey, and how can it be optimised to ensure successful recruitment marketing?
Section 1: Understanding the Candidate Journey
The Candidate Journey in recruitment can be broken down into several key stages:
- Awareness: This initial phase is where potential candidates become aware of the company and the jobs it offers, often through marketing efforts, social media, or word-of-mouth.
- Expressing Interest: In this stage, individuals may engage with the company by following its social media, subscribing to newsletters, or indicating a casual interest in potential openings by submitting their name, email and phone number.
- Confirming Interest: Here, candidates take more definitive actions that signal serious consideration. The candidate can lead this step in the process by reaching out to current employees, attending recruitment events, or engaging with hiring managers. Alternatively, as they have expressed interest by providing their contact details, the employer can lead by reaching out to the candidate to discuss present opportunities and confirm interest.
- Booking Interview: The logistical step where candidates and companies schedule interviews; there will normally be sometime between this event and the actual interview, which can provide some fantastic touchpoint opportunities.
- Offer/Decline: Following interviews, companies extend job offers to successful candidates or send out rejection notifications to those not selected. This, again, can provide a fantastic marketing opportunity.
- Pending Start Date: This interim period involves preparatory steps by both the candidate and the company before the official start of employment, providing multiple touchpoints and marketing opportunities.
- Onboarding: New employees undergo an orientation process, learning about company policies, culture, and their specific roles.
- Advocate and Promoter: Employees who have a positive onboarding experience often become advocates for the company, promoting it within their networks and potentially aiding in future recruitment. Your ultimate goal should be to turn every employee into an Advocate and Promoter.
Section 2: Mapping the Candidate Journey
To effectively map the Candidate’s Journey, consider the following steps:
- Identifying Touchpoints: These are points of interaction between the candidate and your company, like social media posts, job listings, and company reviews.
- Understanding Needs and Behaviours: What are candidates looking for at each stage? For instance, during the Awareness stage, they might seek general company information, whereas in the Decision stage, they want specific job details.
- Aligning Strategies: Ensure your recruitment strategies align with the journey stages. This could mean using targeted social media ads during the Awareness stage and detailed email campaigns during the Decision stage.
Section 3: Tailoring Recruitment Strategies to the Journey
Effective strategies for each stage of the journey might include:
- Awareness: Engage potential talent via immersive storytelling on platforms like Facebook and Instagram, giving a glimpse into the company ethos and culture.
- Expressing Interest: A candidate has raised their hand and submitted their email, name and phone number. You can encourage further interactions with a speedy SMS or email campaign or retargeting campaigns on social media.
- Confirming Interest: Offer avenues for deeper engagement, such as webinars or Q&A sessions, allowing candidates to signal a serious consideration of roles. It’s also time here to pick up the phone and contact them directly.
- Booking Interview: Implement an efficient scheduling system for interviews, reflecting respect for candidates’ time and a seamless hiring process. This is also a time to excite candidates about your company and the opportunities you have to offer.
- Offer/Decline: Communicate decisions with clarity and kindness, ensuring that even declined candidates retain a positive image of the company, and be possible advocates.
- Pending Start Date: This period can be anything from a few days to a few months, and it is definitely not time to slow down your efforts. Create a bridge program with pre-boarding activities to keep the momentum going and reassure the candidate of their choice. SMS and email are very strong tools here.
- Onboarding: Craft a welcoming and informative onboarding experience that integrates new hires into the company culture effectively. This is a period of the process that is very important when creating promoters.
- Advocate and Promoter: Develop programs that encourage new hires to share their positive experiences, turning them into brand ambassadors.
Section 4: Measuring and Refining the Journey
Continuous analysis and refinement of the Candidate Journey are essential. This involves:
- Using Analytics: Track how candidates interact with your content and job postings.
- Gathering Feedback: Post-application surveys can provide valuable insights to help you establish what is working and what is not.
- Adapting to Change: Stay attuned to shifts in candidate behaviour and market trends to keep your journey relevant.
The Candidate Journey is a dynamic and integral part of the recruitment process. By understanding and optimising this journey, you can significantly enhance your ability to attract and engage quality candidates, ultimately leading to successful hires.
Map out a candidate journey that captivates and converts. Let Recmark guide you through each step. Contact us to learn how our strategic approach can refine your recruitment process and attract top talent. Start your journey to recruitment success with us today!