Why Do You Need a Good Candidate Experience?

Keywords such as "War of Talents", "Generation Z" and "Candidate Experience" are nowadays indispensable in recruiting. The shortage of skilled workers is a fact that cannot be denied. Therefore, it is all the more important to draw attention to the company through a positive candidate experience. How this works and why it is so important is explained in this article.

What is meant by Candidate Experience?

Candidate Experience is the applicant's experience throughout the Recruiting process. In other words, all perceptions and experiences of an applicant with his potential new employer. The first points of contact, the so-called touchpoints, include job advertisements, social media postings, trade fair contacts, career page, the application form, the contact and the general communication in the application process.

Why is a positive Candidate Experience important?

There are several reasons why a good Candidate Experience is important. It reflects the first impression of the company and therefore has a great significance for employer attractiveness. If the first impression of the candidate on the company is positive, he is willing to apply. Therefore, this process also has a positive impact on the Employer Branding of the company. An employer's reputation does not only depend on current employees, but also on future ones.

Nowadays, from the perspective of candidates, it is easy to get information and an impression of the company on the career pages, social media channels and review portals. Potential applicants go to these first contact points and then decide whether they want to apply to the company or not.

What are the benefits of a good Candidate Experience?

A good Candidate Experience contributes to the fact that employers receive more applications and vacant positions can be filled quickly. Applicants get a good first impression of the company and less often cancel the application process. Even if at the end of the Recruiting process there is no hiring, candidates remember the company positively, rate it on relevant portals or actively recommend the employer. In addition, applicants can be added to the talent pool in the event of a rejection and agree more often with a positive Candidate Experience Journey.

How has the Candidate Experience changed in view of Generation Y and Z?

There are different applicants with different needs and wishes. Generation Y was born between 1980 and 1995. Since they grew up around the turn of the millennium, they are also called millennials. This generation is characterized by a high desire for flexibility, self-realization, personal development and open-mindedness. They belong to the first generation of Digital Natives.

Generation Z was born between 1996 and 2010 and is characterized by a high affinity for online and digital media. The flexibility and desire for self-realization is even stronger compared to Generation Y. They are demanding, health-conscious and environmentally conscious, and place a lot of value on leisure time.

All this must be taken into account with regard to the Candidate Experience. Which content should reach which target group? Which HR are provided?
For example, both generations use the smartphone as an extended arm. It is hard to imagine life without it. Therefore, application and communication tools must also be easily available and operable on the smartphone.

What stages does a Candidate Experience go through?

There are a total of 6 different phases of a Candidate Experience.

1. Attraction phase

As the name suggests, the first phase is about the contact between the company and the candidates. The trigger can be a job advertisement, a contact at a job fair or a candidate recommendation.

2. Information phase

In the next step, applicants are led to the company website to get information. Ideally, there is a well-prepared career page with information about the job advertisement, corporate culture and the benefits. Generally, the company's homepage should be professionally designed.

3. Application phase

In this step, applicants create the necessary application documents for the advertised position. This usually requires the most time investment. Therefore, it is important that uploading the online documents is easy and everything works without problems. Afterwards, applicants receive a friendly confirmation email.

4. Selection phase

In this phase, there is often the first personal contact through the application interviews. This includes the warm welcome in the company and the further communication after the first acquaintance.

5. Onboarding phase

This phase seamlessly follows the acceptance from the application interviews. Here, it is important to ensure an informative and well-organized process for applicants. A good Candidate Experience does not end with being hired for a vacancy, but extends through the further process - ideally until applicants have arrived in the company.

6. Retention phase

Then comes the phase of internal employer branding, as candidates no longer feel new to the company, but feel like a fixed part of it. Candidates should feel well arrived and integrated.

How can you measure the Candidate Experience?

Measuring the experience of applicants can prove to be extremely difficult.
One possibility is to track how well this is visited, how long the visitors stay and how high the dropout rate for applications is via the careers page.
However, it is better to obtain direct candidate feedback. Preferably after completion of the recruiting process or during the onboarding process. Ideally, this feedback is also received on review portals, so that the Candidate Experience again pays into the Employer Branding.

Tips to improve the Candidate Experience

1. Improve career page

The career page is often the first contact between companies and candidates. This should be designed to be appealing and informative and follow a certain structure. Long passages of text should be avoided, as applicants otherwise lose attention. Instead, it is recommended to work visually and use pictures and video material. If well implemented, an authentic and realistic image of the potential employer is created for the candidates.

2. Strengthen online presence

Candidates often perceive the company long before the actual application process. Even if they are not actively seeking. Then it is important to be remembered when applicants actively search for a new job. Therefore, an important focus lies on the online presence, when the target person searches for the company via Google, social media or job portals.

3. Create attractive job advertisement

On the one hand, the job advertisement should be attractively designed. This means through a nice layout and through pictures of the potential employer. Employee photos, which are designed to be as authentic as possible, are particularly suitable for this. In addition, the job advertisement should contain all important points and information briefly and concisely. Furthermore, it makes sense to give candidates the opportunity to contact the HR department. This creates trust.

4. Simplify application process

Making the entire application process simple and transparent is the be-all and end-all for a good Candidate Experience. This process should also be set up in such a way that it works smoothly on the smartphone. Sending the application on the careers page should happen in as few steps as possible, because nowhere is the dropout rate higher than at this point. In addition, applicants should always know in which step they are and can expect feedback.

5. Perfect communication channels

Communication plays a central role in the Candidate Experience. It is best to change the perspective once and consider communication from the applicant's point of view. It starts with a friendly confirmation of receipt of the application. As already indicated in the previous tip, it is also important to provide candidates with fast notifications and information throughout the process. An important part of communication is also the rejection of a position. This is most appreciative on the phone, as the reasons can be discussed individually. But often there is a lack of time. A friendly e-mail, which is sent shortly after the past conversation, with an invitation to be included in the talent pool, is a very good alternative. This does not rule out cooperation at a later date.

What popular Candidate/Experience/Software is available on the market?

A correct Candidate Experience software is not to be found on the market. It is difficult to measure the Candidate Experience anyway. However, there are some Applicant management software, which make it easier to ensure a good Candidate Experience. For example, by a clear presentation of all job advertisements and candidates, so that no applicant is forgotten.
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⁠We have put together some suitable tools for you:

• Personio
• JobShop von talentsconnect
• rexx systems
• Greenhouse
• talentstorm
• Zoho Recruit

With the help of e-mail templates that can be individually designed and which you can send at a time of your choice, it is possible for you to give timely and personal feedback.

Conclusion on positive Candidate Experience

In conclusion, it is important to emphasize again how important a good Candidate Experience is for your company and your recruiting process. If positive, this pays into the employer brand and possibly your company receives more applications. Furthermore, applicants, regardless of the result, give out positive recommendations. These mentioned points have a positive effect on the image of your company and your product brand.