Turn Candidate Experience Into an Employer Branding Strategy (Seminar)
Wednesday, April 10, 2019
Registration 9:00 - 9:30am
Program 9:30am - 3:30pm (lunch on your own)
Qualifies for 5 General HRCI Recertification Credits (approval pending) / 5 SHRM PDCs
Price: Member $195 / General $245 / Join Now $389.97
Thinking and executing like a marketer has never been truer for talent acquisition professionals than it is today. Low employment and a tight job market has made recruiting a highly competitive exercise in attracting the individuals who will help grow and sustain your business. Discover the business impact on how candidates are treated from pre-application to onboarding.
Today’s candidates across generations want to understand why employees work where they work and why they stay there, according to Talent Board Candidate Experience Awards Benchmark Research. Candidates want testimonials and to hear directly from the employees and the managers they could potentially work for. They also want to hear what a successful candidate looks like for positions they’re interested as well as the possible career paths they might have.
During this informative presentation, Talent Board president and board member Kevin W. Grossman will share insights from the CandE research and award-winning companies on how to turn the candidate experience into an employer branding strategy. After participating, you will learn:
How to ensure career sites are compelling with the right customer-centric approach that entices candidates to apply.
Why employers should continuously share why employees work where they work and why they stay there.
Why “future fit” and “silver medalist” candidates should be nurtured long after they initially applied.
How candidates will take their alliance, product purchases, and relationships elsewhere when they have a poor experience – and how they’ll increase it when it’s great – even before they apply.
Candidate experience includes every interaction with an employer -- from pre-application to onboarding (if hired). According to Talent Board research, most of us conduct our own job research. In fact, 74% of candidates conduct their own research during the job search, a trend that’s held steady for the past few years.
Once a candidate has identified an employer they are interested in, they visit the company career site, which is still the most important aspect when researching career opportunities for 58% of candidates. Unfortunately, most companies deliver dry job descriptions with limited information about company culture, why employees work there, career path examples and more. Plus, most companies have little to no engaging communication before they even apply -- a missed opportunity for companies to differentiate in a competitive marketplace. Each year Talent Board identifies that communication and feedback loops are key competitive differentiators when it comes to attracting the right people.
Over the past seven years of the Talent Board Benchmark Research program, there are some clear competitive differentiators between CandE Award winners (the top ranked Benchmark Companies) and all other participating companies – and these are also what candidates want more of from employers year after year. Join us to find out what they are, as well as what these highest-ranking companies do to improve their employer branding and recruitment marketing.
There's also a definitive business impact on how candidates are treated from pre-application to onboarding. According to Talent Board research, 46 percent of candidates who believe they have had a “negative” overall 1-star job seeker experience (based on a 1-5 Likert Scale rating) say they will take their alliance, product purchases and relationship somewhere else. This means a potential loss of revenue for consumer-based businesses, referral networks for all companies and whether or not future-fit and silver-medalist candidates apply again.
However, the good news is that in North America 74 percent of candidates say they’ll definitely increase their employer relationships based on the very positive job seeker experiences they’ve had (5-star overall rating) – they’ll apply again, refer others and make purchases when applicable (see Figure 15). These aren’t just the job finalists either, or those hired, but the majority are individuals who research and apply for jobs and who aren’t hired (85 percent).
ABOUT THE PRESENTER
Kevin W. Grossman is the Talent Board president and board member responsible for all aspects of the Candidate Experience Awards worldwide, the first nonprofit research organization focused on the elevation and promotion of a quality candidate experience. He also produces and hosts the Talent Board podcast The CandEs Shop Talk, and is again joining forces with Meghan M. Biro as co-host of the popular #WorkTrends podcast. A certified Talent Acquisition Strategist (TAS) and Human Capital Strategist (HCS) by HCI, Kevin has nearly 20 years of domain expertise in the human resource and talent acquisition industry and related technology marketplace. He’s been a prolific "HR business" blogger and writer since 2004 and his first business book on career management titled Tech Job Hunt Handbook was released in December 2012 from Apress. His next book about HR technologies will be released in 2019 from Kogan Page.
Kevin will be presenting “Recruitment as Employer Branding Strategy” concurrent session at HR West 2019.
Cancellations received less than seven calendar days from the program date are not refundable. If cancellation within seven days of the program is unavoidable, a credit for a future event will be granted, minus a $75 administration fee ($15 for regional meetings). Credits must be used within one year of issue. A substitute attendee is allowed at the applicable NCHRA member/non-member rate in lieu of credit. Separate cancellation policies apply for the HR West Conference and Certification Preparation Courses.