The success of the e-commerce sites depends on the great user experience that they offer to the customers. When you want to buy something or even book a flight ticket, it just becomes a matter of one or two clicks. You have scores of options to choose from, check the reviews, and then you finally decide on what you want to buy. And imagine giving this sort of experience to the candidates when they come to look for jobs on your website.
At the TechHR16 Conference, Steven Ehrlich of TMP Worldwide Advertising in his session ‘Strategy, Design, Experience – How to create an intimate relationship with candidates,’ discussed about creating a ‘wow’ experience for the candidates to engage in talent conversations. Candidates are screenagers these days, and what organizations need to do is feed them regular information right from the very beginning – and this can start by tweaking one aspect of your company website – the career section. Research points out that about 80% of the traffic/views on the website is due to the job section of the website. And organizations are not leveraging enough to make the connection with the candidates.
In this SoLoMo (social, Location-based, mobile) world, what matters is ‘personalization’. Research has found that a person checks his phone once in every 6 minutes. And we have not yet leveraged this behaviour of the users to the fullest level. And how can organizations do this? This can be leveraged by creating mobile compatible platforms in order to engage with the candidates. “If it doesn’t work on mobile, it doesn’t work,” Steven said.
This philosophical shift is important for organizations to be able to sustain in the most disruptive times. And not just by creating a ‘super’ interactive career section, but by regularly updating its content, driving the engagement in it are functions that need to be taken seriously to attract talent. It’s more about personalization – and that’s what matters when it comes to turning these candidates into potential employees.
Today, it’s all about building relationships with the candidates – even if they don’t get the job they applied for. There is a need to change the way organizations engage talent. And this is where metrics come. They help you to measure what works and what doesn’t. When an organization strategically creates an environment where the job seekers are engaged in businesses, that’s when they facilitate a great candidate experience. And the change in the ‘career’ section might just hold the key to that.