Why Conversational Recruiting is Your Secret Weapon for Success in 2019 [Webinar]

Webinar Transcript:

Kevin: All right thank you so much everybody for joining us today we're gonna go ahead and dive in I'm sure there would be some more folks coming in now that we've begun. Welcome to today's webinar brought to you by Talent Board and Jobvite Why Conversational Recruiting is Your Secret Weapon for success in 2019.

My Name is Kevin W Grossman I'm the President of Global Programs at Talent Word and with me is Caroline Dangson who's the Product Marketing individual from Jobvite so we want to welcome her as well we're gonna talk to her in just a few minutes. First a couple of housekeeping items before we move into the rest of the webinar we are recording this session we will provide this session in the Talent Word YouTube channel and sure Jobvite might we'll make it available as well for all those whether you attended live or not today so we are recording make sure to ask questions of us have you see something that you're interested in you'd like to know more about throughout the webinar you can there's two ways to submit those questions one is through the Q&A; portion of zoom which is in part of your console as well as the chat function you can also send us questions via chat.

Either way we'll get to those towards the end of the webinar after we're done presenting today so those are the housekeeping items. Let's go ahead and start this webinar off now so here's the thing I'm sure all of you on this call hopefully will agree with me that candidate experience when we talk about candidate experience it's all the things all the interactions all the time 24/7 from pre-application all the way to onboarding and even beyond because we're all perpetual candidates at any given time even if you're gainfully employed as and employee so candidate experience is 24/7 and so is recruiting for that matter as well whether you're talking about external recruiting or internal recruiting.

What we're going to be talking a lot about today is going to be really more on the front lines what happens from the pre-application stage because one of the things that's really interesting is that and readily apparent I'm sure by most of you is that candidate engagement really is that heavy lifting over time because there may be things that you do and your recruiting is making those improvements to recruiting with technology potentially on the process side with your people and resources and the bottom line is that that's the heavy lifting of retirements to sustain those improvements that you make and the bars really been raised today right.

It's a really competitive tight job market today out there work and it's most companies are usually invest more on the candidate engagement when we start getting into the screening interview and final stages of the recruiting process but today more than ever with pre-application and even the application part of the recruiting process that is becoming it's much more competitive there so when you're making those investments with the communication with conversations with the candidates even before they apply that this is where you're getting a competitive edge today it's been that way for a few years especially since the economy has healed up and now we're in such a tight job market that it's critical for you to engage in those kinds of activities and that's a lot what we're going to talk about today.

So one of the things I want to point out first which kind of underscores our theme today are that really the clear competitive differentiators that we see in the talent board benchmark research program every year for those who aren't familiar with the talent board we every year we do survey research with employers around the world asking them to talk about their recruiting process and then self assess their own candidate experience and then in turn they target a population of their own candidates most of whom are those who didn't get the job at the end of the day because we know from our data that there's a greater aggregate impact on your business and your brand those who don't hire which is the majority of candidates for any given job that you have out there and so this is the research that we do every year and some of the key themes in the competitive differentiators that we see not only from those companies who have the highest positive candidate ratings that we give awards away to every year but also what candidates want to see more of from them employers themselves again particularly today more than ever.

The first trend is really kind of underscores everything else we're going to talk about in this conversations they have listening more in communicating more often and we're talking and even before they apply for job whether that's communication is done via your career site via social channels which we're going to touch on a little bit texting there's a variety of ways that we're gonna dive into more throughout this presentation but listening more and communicating more often with candidates continues to be a backbone differentiator every day and our data and every year in our data for that matter and every day and it's really critical again to be to truly be competitive today you need to be doing that both automated as well as real-time communication via email phone calls texting the list goes on.

I'm setting better expectations about the recruiting process with candidates is another big competitive differentiating theme that we see what's gonna happen next after I apply what's gonna happen before I apply those things outlining that process for candidates really does help to improve the candidate experience and and has a better more positive impact on your brand over time if you as an employer holding yourself more accountable to that recruiting process at the end of the day being more transparent throughout the process is another key win that we see every year and the thing that kind of really wraps all of this together and really goes hand-in-hand communication and listening more with candidates is having a fairer process overall for fairness in your recruiting process is is critical and even this isn't about being happy this is a business transaction at the end of the day it's a messy human one but but really it's more about being fair in the process and being perceived by the candidates as such hence why communicating more often on a regular basis across a variety of channels it really is a more of a competitive differentiator for you.

We can go ahead and go to the next slide and now we're gonna talk about some kind of from our data really what happens on the pre-application side on the attraction side before they even apply for a job so here's some quick hits for you from our data we're in the process right now actually I've evaluated in our 2018 data that we've just collected for North America in particular as well as the other regions too but North America first and we'll be writing that up for our research reports which will be available the beginning 2019. But one of the things that that we see trending every single year is the fact that after they've identified you as a brand of interest and you have jobs that they candidates want to apply to of course where are they going they're going to the career site first that's the first place they go and to research more about your company consume your content on your site watch any videos that you may have potentially communicate with a chatbot if that's something you have on your site and or even live interaction with recruiters if you're doing that a few times a week some companies have been experimenting with us.

But that's been that's the place where they go the top valuable marketing content for candidates is always company values and that's been that way for many years now and our research that always trends the highest of course there are other things that they're interested in too about the job itself pay benefits etc but they want to know more about your values as well as your culture as well as the career development opportunities. Which kind of leads to the the next one where they wish they had more information they tell us in our survey research about what a successful candidate profile for the job really is this is different than just the straight text job description that you posed when you're just trying to get folks on the top of the funnel for your job this is really truly like who is that candidate profile of success for your company for that specific job can you articulate that.

This is something that that candidates really want to help better align to and what They would see more of in that process overall. And there's lots of other things too that we'll talk about throughout the rest of this conversation today with Jobvite and I'll turn it over to Caroline in just in just a couple of minutes. One thing that's interesting and I don't want to mislead anybody here with this data point that I'm gonna share now but I think it's always fascinating to talk about that when we look at the three main big social channels today that we have out there we have Twitter Facebook and LinkedIn right there are lots of others I know but just talking about the big three that employers are using these resources fairly readily now every year we see that trend and that actually has increased and that's in the red the employers are using LinkedIn mostly that shouldn't be a shock to anybody.

And then Facebook and Twitter you know over 80 and just almost 80% respectively and as a promotion channel a communication channel you name it as it relates to doing that front-end marketing and recruiting but the candidates tell us a different story that when it comes to using these as resources for their job search and or even communication they're not using them so much LinkedIn yes LinkedIn is pretty much better aligned with the employers for the candidates that again shouldn't be a surprise at Facebook and Twitter alike are much lower overall now that doesn't mean this will want to be clear about this that doesn't mean that they're this is not a viable channel for you depending on who you're targeting the kinds of content that you're pushing out there who you're communicating with maybe you have a specific hashtag for your organization where you're having conversations every week with potential candidates that's great these can still be viable channels but when as a big picture look from the North American data it's just fascinating that there is that kind of disparity.

So anyway that's a food for thought for discussion I'm not saying not to use these channels just saying that's what we see the differences between employers and candidates it's also about how you use it too. We can go ahead and go to the next one. So here's something that kind of goes along with the listening more and communicating more often theme that we see as a differentiator every year in our data so throughout the our survey we asked candidates questions about how they're communicated with are they asked for feedback are they given feedback.

Now probably a lot of you on the call I would assume if you're asking for any feedback from your candidates you're asking for feedback on those from your new hires some of you might be doing rejected candidates too and that's great that's exactly what we hope to see whether you participate in our program or not but you're probably asking for new hired feedback at a minimum when we asked the candidates where you asked for feedback about your experience before you even applied so you're looking at our career site. I'm sure a lot of you out there kind of shaking your heads like now we don't do that and it's pretty low overall you can see on the right here that only about 17 and 12 percent respectively say that are having an overall by the way I don't want to make sure this is clear an overall five-star great experience in our data so there's lots of ratings that we asked the candidates and so this is really comparing are you getting asked for feedback before you apply and when you have a great overall experience there are some being asked that's great that's important when you're not having so great of an experience which is on the one-star side the other end very minimal if anybody's being asked for feedback. Again not a lot of companies are doing this but it is a differentiator it's a way to communicate with candidates before they even apply maybe getting hopefully some more of those qualified folks to the tipping point of applying by some how engaging them either directly in your career site or other social channels or other items that we're going to talk about in this webinar before they even apply to really helped them make an informed decision on what it is they want to apply for you.

And there's lots of this data that we also have in our research reports asking for feedback and whether or not they're being provided feedback but this is on the front end. Again if you've got questions feel free to submit them either do the Q&A; panel or the to the chat function as well we'll make sure to get to those. Let's go ahead and go to the next slide so now I'm gonna get ready to turn it over to Caroline and one of the things that I wanted to round out in this section of the webinar is the fact that there are lots of things that we see those companies that have the highest positive candidate ratings in our research every year that are doing more of.

Again it's not always it's never going to be a one-size-fits-all and a lot of the things that I talk about big picture and that Caroline is going to talk about may be applicable for your organization maybe not but these are the things that we see that they're doing more of and a regular basis to make themselves more competitive on the front end so multimedia marketing a job content meaning are you not just doing email campaigns are you doing text campaigns are you promoting visual content, videos, images using even audio for that matter podcasting and continues to grow. How are you conveying that and are using multimedia marketing and the job content itself to promote your brand and your jobs.

Are you leveraging your employees testimonials and related stories that's one thing that candidates really are consuming more of every single whether they researching it for 30 seconds 30 minutes or three hours they want to see these these stories why are employees working for you now are they engaging with chatbots is that just kind of static Q&A; on your side is there some something though to help guide them along the process before they even apply what's going to happen next are you using the social channels in a targeted fashion doubling down and what's working and dumping what's not nurturing those possible candidates through marketing campaigns keeping that because conversation is going with them to eventually convert them to apply and then we just rinse and repeat and keep doing that same thing over and over again.

So now what I want to do is I want to turn it over to Caroline because she's got some even more detailed examples of customers that they work with and what their doing to keep that conversational or recruiting super hot and moving and keep engaged with the candidates right Caroline.

Caroline: Yes thanks Kevin. You know the conversational recruiting you know what's interesting is one of the biggest complaints from candidates today is that recruiting lots of personal touch so I think in our efforts to you know this is a tough job automate it to streamline define efficiency is unfortunately sometimes that comes at a cost of more canned responses automated follow-ups and things that make the candidate feel like the message or communication to them is less personal or sometimes never happen.

So what we're doing at Jobvite is talking about conversational recruiting because we believe it was time to put that conversation back into recruiting that human side of connecting with people of course the role is very challenging and interesting data that we found in our research recently is that there are more jobs open jobs out there than there are people to fill them and so this is a tough job is great that we have low unemployment but you know that puts a lot of challenge when you've got a lot of open requisitions out there.

So that said you know we're working with a lot of great companies and trying to help them stand out from the crowd and one thing that we're real big believers and we're seeing a lot of success that I'll go through today in the presentation is that when you can find ways to connect personally with passive or active candidates it goes a long way and we'll talk about some of these strategies that are conversations that our customers are using but it's really about you know shifting away from talking at candidates to talking with candidate and then of course it's pretty hard because you're trying to balance the tough job a lot on your place trying to be super efficient but at the same time having these personal conversations so it's something that you know we're working on in a Jobvite and excited to talk about you know where our customers do our finding success with today.

So what I wanted to talk about is covering the five conversational recruiting strategies that our customers are finding success with and so I'll go through each one of these and give a customer case study and sort of the tactics to go along with these strategies and hopefully for those who are on the webinar some of these you can just immediately apply or experiment let to see if you two can find the same success.

But you know with these five strategies what they are is first to actively engage in the conversation already taking place so we'll talk about social media and that what's already happening on the web today the conversation being able to tap into that conversation not necessarily having to just start it.

Also you know becoming a compelling storyteller so we talked about recruitment marketing and you need to think about a marketer but you know that being able to tell a compelling story about your company it's something that candidates want to connect with they want to connect with that mission they want to connect with your values you know this is part of that strategy also when you have content that's out there thinking about how it's relevant and engaging thinking about your target candidate or audience and how you tailor that message to connect with different groups of people that you're trying to recruit.

Also the importance of going multi-channel we'll talk about you know across all generations just some multiple devices and channels that people use to communicate with and how it's important to leverage all of them in concert together and how you can do that. Also continuing the conversation beyond the offer letter so you know with Jobvite we talked about supporting the recruiting process from first looked to first day so you know not letting there be a lot of engagement just at the front end and then a drop-off once the person has been hired you know how do you keep that person engaged and excited about the role so they continue to stay with the role and you have great employee retention numbers and not more open req you know if people feel like there's a drop-off so how do you carry that throughout is really important in a really good strategy. So starting with to actively engaging in conversation.

You know what my computer froze up so I'm going to keep talking I don't know Kevin if you're able to apologize hopefully we'll be able to get to my slides a minute I don't know Kevin if you want to if you're able to present but the first.

Kevin: Yeah I can just keep going and I will queue them up.

Caroline: Okay nothing like a webinar for my computer to freeze. The first thing in terms of actively engaging in conversation you know customer that we work with that I was excited I'm excited to present today is Duncan Aviation so Duncan Aviation is this great customer based in Nebraska they are the largest family-owned maintenance repair overhaul facility basically they do repair for business aircraft and they were founded in 1956 so what's really interesting about this customer of ours is that they both a 92 percent employee retention rate so they have employees that have built their entire career there and if you do the math you realize wow they're going to have a lot of these employees you know be up for retirement in a few years.

So Duncan Aviation is doing a lot to boost it’s brand and raise awareness so that they can you know really get the word out about who they are and start to recruit you know they're going to have a lot of openings come up you know in the next two years. So they're using to Jobvite to create and manage their social campaigns so what's interesting then and I think Kevin you've got the feel I have a lot of builds in my slide so I was showing Instagram so what's interesting about Duncan you don't need to go back but I was just reference to Instagram what's interesting is that Duncan realizes hey we have a lot of like interesting planes that we work on and there are people out there that one and know about this you know they might not be looking for a job but again we're trying to build their brand Ducan wants to build or believe their brand and awareness what they do and so they've got a great Instagram following just by posting pictures of different types of aircrafts that they that they work so they've got great engagement there.

So you know going back to your point Kevin about you know there's multiple hundreds of social networks out there Duncan realizes that they want to they have an opportunity to post on Instagram maybe those folks aren't necessarily in the context of looking for a job but it's helping them you know get their brand out there and help people know who they are so of course as people talk as they you hear about Duncan maybe they'll so remember that or they'll they'll have seen that or come across that. What's interesting about Twitter is when we talk about actively engaging in a conversation that's already taking place what Duncan is doing is they see and they look at you know some of the hashtags that are trending on Twitter and again it's an effort to get people aware of even who they are so they post things you know one of the bills if you'll do the first bill Kevin is you know they're tweeting about you know over the summer LeBron going to the Lakers so you know that was turning on Twitter and so they wanted to get into that conversation and so you know they're just trying to connect their brand again to conversations that are already taking place.

So that's one example another one is the Bachelor in Paradise I believe so you know just another example of how they're trying to insert themselves into the conversation that's already taking place and that was the next build and I'm going to regret building my slides okay thank you for saving me and then the next build should cover I believe it covers their Glassdoor presents.

You know a lot of companies it'll stay engaged and for an employer on Glassdoor but when Duncan Aviation doing as well as a lot of you know other brands who recognize this opportunity is whether someone leaves a positive or negative reviews you can go ahead and do the build they're responding to it they're showing that they are part of that conversation that they're reading the reviews of Glassdoor and that they care and so this is a great example because this isn't someone from the talent acquisition organization this is from HR responding if this is a vice-president who's taking the time to give a response to review that was left on the site and what's interesting is that Glassdoor did some research and found that 61% of Glassdoor users that were surveyed say their perception of the company improves after seeing this kind of interaction on the site. So as a result of all these efforts you know as a result of the strategy Duncan Aviation has been able to increase in talent pipeline by 20% and that's the next build.

Kevin just to highlight that great metric so with all of these you know we'll talk about customer key studies in the nemetrix you know what they're measuring this shows success for these efforts so really play to present that to you today. For the next strategy about becoming a compelling story teller you know Kevin referenced data earlier about you know 64% of job seekers saying the career site was so important to their research you know Kevin you've seen as well as Jobvite has seen that you know so many of those Job Seekers also say culture is important so what better place to tell that story then on your career site so we are very lucky to work with a great brand a great company Zappos to pretty much wrote the book on culture so I couldn't resist in highlighting their site for you today you know we host their premium career site and they do like five really great things what I would say five best practices for their career site to really tell that story about who they are and so with each of these Kevin there will be a build for the first one they showcase authentic employee profiles so these are videos of actual employees they call them that pony in so there's a lot of personality that goes into this a lot of thought into the character and the culture and how they convey that on the site. The next thing that they do is highlighting their unique perks and so they get creative with it with the Zappos coding and discounts or enjoying time off you know they have a lot of fun with the site and they make it engaging in fun to engage it to to interact with.

The next thing Kevin you realized this with your data is that communicating core values so what's interesting is in an interview Zappos was asked you know how do you as you grow and expand how do you maintain that culture you know that you began with and you know the response was you know really embracing these core values and reminding the employees of those core values throughout their employment with a company even you know from the very first day they looked at that career site was really important and really helped maintain the culture at Zappos and so you know they point to that on their career site so anyone who's looking at open positions or what Zappos is about they see from the very first look on their career site they're also using Jobvite as the next build shows that for those who you know wanted to be at Zappos insider so what's cool you’ll do the next build is that maybe there's not a specific position listed for you fortunately the builds are a little different on yours but what this is this is a way to sign up to be alerted if there's a position that you know is appropriate for you.

You can get an email or communication about that position so you don't miss out and so that's a way to kind of sign up for job alerts. And then the last build what Zappos uses is they use a chatbot on their site so this is an example of you know striking the balance between automating something and also making it personal so they use pictures of employees you know with this chatbot and they use more informal language but this is a way to increase engagement on this site by allowing someone to ask questions you know they go through an FAQ or you know they'll help you navigate the site there's a lot of content there so the result of all this what we found is that they have you know amazing engagement as you can imagine on our site you know people visiting multiple pages in one session and staying on the site for several minutes and that was that the next build.

So we can move we can move forward to our next example so Schneider Electric you know a global energy management company they came to us with a challenge of capturing organizing passive talent so really that top of the funnel type of activity of how do we get more qualified candidates how do we you know attract more past candidates how to rebuild a pipeline of talent and so they're using Jobvite engaged to run very targeted relevant and engaging recruitment marketing campaigns which have generated you know a great response and so I can show two of those examples today.

Examples that I really liked the first one in order to target Gen Z so this is the next build they launched a broader corporate campaign of Go Green in the city so this is what they have in the business case that the contest for Gen Z those folks who are you know finishing up school studies at a university an international contest for the best ideas of helping large cities go green and so with this campaign nearly 60 percent of the passive candidates receiving this email opened it and if you follow email open rates that's really really high so very successful campaign because they match the message to the audience that they were targeting and it worked really really well.

So we're really excited about being able to help them with that and also something that I think is a great campaign in terms of looking at the you know potential workforce that's out there that might be untapped is that you know Schneider being a large company and it is has been able to put together a program for return to work so this is targeting mothers who took a few years off and are now you know interested in reentering the workforce looking for an avenue to do so so this campaign garnered more than 13,000 views 4200 unique clicks I mean just really great metrics if you're familiar with recruitment marketing metrics it had a 33 percent click-through rate so you know this did really well in terms of the metrics as they were tracking around engagement because it was so relevant in terms of who they were targeting.

So as a result of this strategy what Schneider is finding is that they decrease their dependency on external hiring agencies by 50 percent that's of course huge cost savings for them in terms of being able to to bring that in house and to be able to use these campaigns to really drive a pipeline of qualified talent so we can build and then go to the next slide.

So another example I wanted to talk about again with the strategy of connecting relevant and engaging contact content is Tenable so Tenable the cybersecurity company who came to us they were challenged to fill the highly technical position and quickly because they were undergoing massive growth so in Jobvite they started to execute on again targeted campaigns to boost awareness of the brand so two campaigns that they as examples have been running to support their diversity recruiting initiatives so the first one is a really cool campaign targeting women who women developers so if you want to do the build their you know this is something that was was a really great campaign that they ran another example so the next build will show a campaign they did to target veterans and they ran this around veterans days so very timely and relevant to what's on people's minds and so these had you know really high click-through rates the veterans click-through rate was 54 percent which is more than double what an average click through rate is for a email campaign so as a result of running these targeted campaigns what Tenable told us is that they saw four times greater visitors on their career site and a higher acceptance rate of positions because they were able to really find the right matches for the open requisitions and so that will be the next two builds Kevin.

And then my last customer example is a great customer of ours Trek bikes so they really embraced our platform to go multi-channel which we're really excited about so you know starting with us with web email social we recently added Jobvite text to bring text capabilities to our platform Trek has embraced that and for them for this customer you know they were really working or we're looking for a full platform that could bring brand consistency across channel did that be very important and also as we know an effective approach to how you communicate have conversations is you know going across channels and devices but being consistent having branded content that is aligned and telling a similar story you know connecting the dots across these channels and devices you know another important thing that Trek realized was just full transparency with candidates throughout the hiring process so you know being able we talked you know Kevin talked about data around the importance of the follow-up or staying connecting and people put a lot of time in their application they really are very often anxious to know where things stand on what the statuses and that that goes really a long way when you can stay connected with them and let them know you know how the process is going even if not ideal they appreciate that follow-up so what Trek is doing with text and we might have a few questions at the end of this but you know they started to to use Jobvite text officially as a way just to coordinate with candidates around the interview schedule so that's what they're getting started with but there's a whole depth and breadth to what you can do around communicating with both passives and active candidates with text messages.

So as a result of all this you know that the metric that they found you know and going multi-channel was being able to cut their time to hire in half they found efficiencies you know in using one platform to be able to do campaigns across all these channels that helped cut the time in half they also found your incredible response rates being able to have targeted content you know we talked about the right content at the right time for the right person really making that efficient and effective and getting the response a quick response from the candidate.

So and you know the last one of the last slides I have talks about you know going beyond just the top of the funnel or even beyond the offer letter and really providing a great experience for new hires so you know and know in a lot of ways the success of the recruiter is bringing in call you know top talent who will stay at the company and continue to provide value right so being able to continue that conversation beyond the offer letter so what Trek is using as our onboard portal to be able to you know we're showing a mobile device that's mobile-friendly to be able to make it easy for new hires to stay excited about the role before their official start date to feel like they can get started to go to go paperless so you know another really important process to think about when you're building content and having conversations with candidates.

And so just wrapping this up you know what hopefully some of the examples I was able to share with you today what your is that you know taking a conversational approach is really going to help you gain competitive advantage so we talked about make conversation your competitive advantage what we have found is that through our research you know across industries across companies sides the average time to hire 38 days but if you can cut that in half by adding new innovative channels to communicate more effectively with candidates we're talking about a 19 day average time to hire which is really incredible and beyond that I know Kevin you know talking it back to you you have some exciting data around you know other really important positive business impacts for leveraging this conversational approach and engaging and thinking about the candidate experience.

Kevin: Absolutely thank you Caroline that was great examples from companies and really very cool things that they're doing with their conversational recruiting and recruitment marketing etc so thanks for sharing all that. What I want to do now is talk sorry I wanted to make sure everybody saw this slide. This slide now take a snap absorb it there we go look at that reduce time to higher by a cut in half right cut in half that's awesome. Now let's talk about the business impact for those of you who heard me share this data before I always have to underscore this because I think it's really critical to understand again that everything that you do every engagement with candidates every interaction all culminates into whether or not they have again perceived fairness in the process whether or not they want to do things with you again they will they apply again with you they refer others well they make purchases even when applicable when you're a consumer based businesses will they make it influence those purchases etc so there are a lot of good and bad as to why what happens after all these interactions or lack thereof and communication again is something that really runs through that all of this.

The first thing I want to share is really about with withdrawing from the process so we asked the candidates a lot of questions every year and one of the areas that we do ask and this some of this data is actually based on early insights from this year's data pooling it 2018 but it's pretty much trends the same way why do candidates withdraw from the process very negative reasons why they withdraw when it's a negative experience I promise we're going to share positive - but on the negative side it's really their time has been disrespected during interviews and appointments they have a poor rapport with the source or recruiter or other staffing personnel process just took too long poor communication with a hiring manager or the company culture is not a fit but some of those main ones that do relate and circle around communication and transparency in the process that can cause candidates who withdraw themselves when there's disruption and the scheduling when there's just poor communication overall that can be a problem.

This is not rocket science for most of you I know you know this but it's always clear when you look at the data and it shares that with you then when we talk about looking at both extremes now a great overall 5-star candidate experience and really horrible one-star overall experience and the one thing that's clear is that those the candidates again the majority of candidates in our research are those who did not get the job in fact this year in North America it was only 8% actually were hired and a 92% did not get the job at the end of the day but for those who having a great overall candidate experience they're much more likely to refer either 76% of the time then versus 43% who have a one-star experience to say no way there's no way I'm going to refer anybody it's the potential here right doesn't mean everybody puts their money where their mouth is but it is important to think about the financial repercussions of that perception of their experience throughout the process.

Then when you look at the whether or not they're willing to share their positive and negative experiences right based on how they feel about the going through your recruiting process so they do share they share what their inner circle quite a bit so inner circle are people that we trust people that we talk to our spouses significant others best friends close colleagues people that we talk to everyday and share our life experiences with almost 80-ish percent over the past 41 30 few years are willing to share their positive experiences and that's pretty consistent over time and the 65-ish percent overall from the past few years it kind of has varied a little bit but it's pretty consistent over time are willing to share their negative experiences and that's what you don't want you want them to share their positive you don't want you prefer they don't show their negative but they are doing it quite readily on a regular basis it changes a little bit when we talk about publicly.

So this is these are things like the Glassdoor reviews rants on Facebook LinkedIn Twitter across other social channels blog posts that they write whatever the case is positively though they're ruling 50 percent of the time they're willing to share their positive experience that's good again that's the stuff you do one out there and this in the case of reviews online posts etc that's the stuff that can help your business in your brand when it comes to recruiting but the about a third of the candidates are still willing to share their negative experiences publicly now there's another third of the same candidates in the survey and this happens every year as well who say no I don't share this information publicly this is private and that's true for most of us because we really don't shout from the rooftops when we don't get the job at the end of the day but there's still a quite a significant group of individuals willing to share those experiences regardless and that's the thing to keep in mind.

The one thing I also like to emphasize in this and and I've been having a lot of conversations with organizations lately that because the very nature of being in the rejection business unfortunately there's always gonna be a negative sentiment make them to that foundation of people that you're dealing with on a regular basis it's really hard to decrease and dislodge the negative resentment but what it's easier to do and what we see through the data every year is that you're is tipping those individuals that were kind of in the middle of with their whole experience to feel like it was a better perceived overall fairness and more positive experience tipping those folks over as opposed to dislodging that's usually what we see more and that's just a minute I kept in the ante a little bit on how you're communicating in conversing with your candidates I'm on a regular basis and then what I like to call the money shot is when we ask the candidates how are they going to change their relationship status with you the employer going forward over time based on their overall experience.

So and we look at compare that with the 5 star 1 star experiences it's pretty clear candidates that have a great overall candidate experience and a 5 star 70% of the time we're willing to increase the relationship with your organization that's huge it's exactly what you want you want them to want to apply again especially the future fit and the silver medalists in your processes you want them to apply again versus the 50% who have an overall horrible experience who say I'm done I don't want to do anything with you anymore the potentials there doesn't mean all of them that are gonna do it but for those who are consumer based businesses you do know that there definitely is an impact on your business on your brand this is just looking over the past four years the the good news is that there's been a trend line of improvement of better improved positive candidate experience in our data in North America and actually around the world but look this is focusing still on North American data that's great.

But then we also see a trend line of a negative resentment of our core candidate experience climbing as well unfortunately it's never easy it's always a continuous work in progress for companies to have to focus on and like I said at the beginning the sustaining is in the heavy lifting over time I'm sure many of you have already seen I've heard of this case study before it's really only one of the one of the few if the only one that has come the company that's willing to share publicly how much they lost and how much they gained by first you know having a poor candidate experience and then improving it which is the average medium most companies especially publicly traded companies do understand this they do understand that it's potentially millions of dollars per year to their organization or you know even a revenue boom for consumer businesses depending on how the candidates perception of their experience is they don't share it publicly though for obviously for obvious reasons but we work with companies all the time that know this.

And B2B it's a little bit harder to connect those dots but the but referrals are still a big impact across the board regardless of what kind of industry they are in business any companies big and small at the end of the day. So that's really what it's about yes you gotta you got to get those seats filled on a regular basis but when you talk about and really focusing on communication and feedback from pre-application onboarding it does result in impacting your bottom line in some form or fashion over time.

So I think that's all we've got for you today we've got definitely got time for some questions I do already have a couple of questions and I'm going to ask in a sec but if you do have questions and make sure to submit them through the Q&A panel or in or the chat function in the zoom platform. So this is a question a Caroline that I get a lot when I talk about especially on the recruitment marketing side and and for smaller companies who don't have you know the big big recruiting teams. Who manages this kind of social channel marketing this conversation or recruiting is that is that is it on the shoulders of each individual recruiter is it is it a team approach is there one person on the team helping to manage it what do you see with your customers on your end Caroline.

Caroline: That's a great question often it does depend on the company size in terms of the number of people and how its structured but it doesn't always work that way so it's a little bit of a generalization in terms of you know the size will determine if there's a team behind this so we definitely see you know the one-man band the one lone recruiter doing all of it we also see teams that are able to tap in in some cases to their marketing team to get help with you know that marketing team might you know want to help with some of the branding elements or come in and kind of advise on marketing you know email templates for an example so I think with small teams social has been a very quick way to get started and I guess you know those you know we can see sophistication across the board from using you know tools like Jobvite to help issue those campaigns or people you know like with Duncan and and Instagram.

I like that example because you know that was you know someone one person going in and creating that and maintaining it right which can be difficult when you're wearing a lot of hats but I think that they recognized that was going to be important and worse the upfront investment if that makes sense and being able to set that up and maintain it so of course the more successful that it is if you measure that by the number of conversations it is something that you know at some point it will be important to scale but I think your point about connecting this to overall business impact is how we've worked with companies to justify and you know more investment in these areas if that makes sense so when people are getting started you know start to you know my recommendation is start to set like a baseline you know maybe you're starting from zero and that's okay but you know measure your baselines and measure over time so you have a story to tell your executives in terms of we started with nothing and look what we were able to do you know and then if you can some connect that to impact or have metrics to show for results that's going to help you make a case a business case for further investment of people resources technology so in the beginning it can be tough it can be a little scary you know for some teams to really start to think this way but I mean it's definitely the shift we believe has to happen to really be competitive in the market today.

Kevin: Well said well said I completely concur with that and we also should all be known from now on as the saponins and that everything's done I mean I love it I think I'd you know that's something we're never gonna forget right that name for sure but really good answer. Another question that came in and I'll just chime in for a minute on this one as well it was about when we were talking early on when you're asking for a feedback prior to them applying where and how do you ask for this and when do you ask for this?

And so there's a there's a couple of different examples that I'll give really quick one is that you can have what's called always-on survey technology on your career site so you can a be asking hey tell us what you think about your quick experience and we're talking about you know of just a few questions maybe two three four five max where you ask them what they thought about the you know the their interest in your brand your jobs the content they consume there's different things to ask how would you write you know your experience or a career site overall I know one of Jobvites’ partners and our data platform and survey platforms Survalel does this quite well with always-on technology and so there and I'm sure there are other companies that do that as well and you can do it in your recruitment marketing efforts with your CRM that you use you could ask them to fill out a brief feedback survey when you're just kind of keeping them warm and nurtured for your brand and their jobs a couple of quick exam.

Caroline: I was going to add we see we cut we see customers also doing this at career fairs or university events so any touch point you know I think the application whether using an application or just gathering feedback even you know to go to the point of the whole webinar conversational recruiting I think just asking it you know even in a face-to-face meeting or interaction kind of shows that you care right.

Kevin: I mean and I think one of the things to be really clear about for all of you out there for you don't want to just be asking for feedback for feedback sake on the face value you really want you want to do something with that because obviously over time if you're asking for feedback and they're telling you this works then this doesn't and you don't you don't apply any action items to making those things that don't work work then that could potentially over time erode your brand a little bit further if you're not actually addressing that we see that with companies you know and that's also a big hesitation of why companies don't ask their rejected candidates for feedback like what are we gonna do with it.

Well the goal is you need to do something with that because at the end of the day this is why you should be improving that's why that's why Talent Board is was founded to try to help companies understand that but you do you get a lot of that same feedback from your customers as well we only get we got a time for one or two more questions and this is a this is a good one Caroline so this this organization currently has job alerts featured on their website which allows jobseekers to sign up for job postings for example and that's that's a lot of companies do that what's the benefit of also having some form of talent community talent network you know we call it different names but what else would we what else do you when you to work with your customers you recommend its besides just broadcasting jobs right what else do you use a talent community for are you sharing other kinds of content relevant.

Caroline: Yeah great great question yes so the very basic use case is you know to get the job done let me know about open requisitions that match my interests and background but we've definitely worked with brands you know Zappos is a great example who some companies are able to maintain and this is a lot of work their own blog related to careers HR and they'll alert people to new content so you know along with with open jobs it's about you know what new content what new stories you have that might interest you know passive candidates to know more about your company so you know there's a wide range of of sophistication or how in-depth like I mentioned you know you could have a dedicated blog not everyone can support something like that at any interesting story or again when you think of yourself as like a storyteller a story about your employer brand who do you think that can say something about who you are you know maybe it was a company event or just something that would interest passive candidates you can use that channel to to communicate that out and that you know is another way to draw people in and get them interested again and and who you are as a company and understanding your culture.

Kevin: Excellent, well said and I think we're just about out of time so Caroline thanks so much again for all the great insights that you brought from Jobvite to this webinar today thanks everybody for joining us again today and we will see you at the next one thanks again Caroline.

Caroline: Thank you.