Creating a good candidate experience

Change management is important. We are living in a vibrant ever-changing world where what we call new today will be tomorrow’s yesterday’s news. Change will come more and more often, so it is important to have the leaders who how to deal with change.  

Change has been a part of everyday life for centuries. However, in the 20th and 21st century, with a global 24-hours economy, change seems to be a faster reoccurring process than ever before without any sign of this process reversing. Knowing that, you know that change will come to your organisation as well, sooner or later. You should therefore be prepared to have the right leadership-skills in your company to drive home certain changes. Why leadership? Because the success of change does not depend on which software tool you acquired, which consultants have advised you, or which market research drove you to change. The success of change is dependent on whether or not you can get your employees to accept and work with change.  

The necessity of a good story

The first step of creating leadership that knows how to deal with change, is that the leadership needs to understand the foundation of the change itself. Leaders and managers need to have a crystal-clear idea of why change is necessary and how it can help the company to achieve its vision, mission and goals. There should be no question or doubt in the mind of a leader or manager about upcoming change, or this might affect the effectiveness of the implementation. A newly implemented project or change often fails because a lack of managerial commitment through understanding the change and translating this to employees.  

Once a leader or manager thoroughly understands a change in the company and how it can improve the company, the leader or manager needs to connect this to the goals of the company. Change or improvement itself is not that inspiring. Your vision, mission and goals are tools to create inspiration. So, to convey an inspiring message about change which shows commitment and has the capability to persuade people into adhering to change. The manager or leader needs to show how this change or improvement will lead to the accomplishment of the goals of the company.  

Now that the manager or leader understands why the change is necessary and can formulate the argument for change, connected to the goals of the company, it is time to communicate this to your employees. The communication of change is often not done by a simple power point presentation in a singular meeting. You will need to address the upcoming change on a couple occasions, not only because some changes are quite big and therefore complicated to explain, but also to let change ‘sink in’. Give your employees the opportunity to overthink change, to understand what it will mean for them, and to provide an opportunity for their feedback to perhaps even add value to your idea for change. So, plan in a couple of meetings, coffee breaks, group discussions or presentations to bring across your points, because remember: it does not only take effort to convince people, it also takes time to get them on board.  

Communication in this sense is a two-way street. You should be in close contact with your employees throughout every stage of change. This brings us to our second, and perhaps most important, aspect of change: your people.  

People

Change is not natural for most people. Most people work out of routine and experience. It is not so much that they are stuck in their old ways, but it is more that they know what works for them right now. Therefore, change can be scary and spark certain concerns. It is important to address these concerns because they can be a root cause for unhappiness, demotivation and stress, even if, in hindsight, there was nothing to be concerned about in the first place. Concern itself is, although very important, relatively unharmful for your employees’ wellbeing. A side-effect of concern, however, is stress. Stress is very harmful for the wellbeing of your employees. Not only for their individual mental wellbeing, but also for the atmosphere on the work floor. Stressed employees have a tendency to emphasize the negative and ignore the positive, which deteriorates the work atmosphere in the long run. This should give you more than enough reasons to address concerns fast and continuously.  

So, from the moment you announce change, also simultaneously provide opportunities for your employees to express their concerns. Not only because you want to be a good boss and listen to your employees, but if you can even take away their concerns and show them the advantages, then you can transform those previously concerned employees to be your champions of change. Don’t see concerns as a problem. They are a sign that people care. Concerns are even an opportunity to transform concerned employees into change champions.  

Another component that you might encounter when working with your employees towards change is resistance. Resistance is the natural result of experience. People know how they have to work from the past and are cautious to give up their usual ways with which they have familiarized themselves. This is unavoidable and there is generally not much more to it than to engage with resistance. Debates during meetings are a good way to engage with resistance and just like concern, you need to either take resistance away or you can use it to create something better. Resistance in this sense is a useful tool to optimize change. The people on the work floor have the best idea of what they encounter in their daily work, so if there is something which will not work according to their views, then you need to address that. Use the experience of your employees in such a way to optimize your change. Do not just let them be idle bystanders, but show them that their input is valued and that it can improve the process of change. So instead of seeing resistance as a nuisance, accept and embrace it. It is a sign that people care and an opening to let experience shape and finetune the planned change. After all, your employees are the experts on your daily business, so use their experience to criticize and finetune your ideas for change. Their insights will drive improvements, but most importantly also the acceptance and engagement towards the upcoming change.  

Accountability and adjustments

Do we get everybody on board? Good. Have all the concerns been addressed? Good. Has the resistance been met and has everybody had a chance to ventilate their criticism? Good. So, then we are done here, right? Wrong.  During the process of change there can still be topics where your employees do not agree with the decisions being made. That is a natural part of the process. In this sense it is important to remain critical as a leader, also towards the decisions being made. If something is not working out, then this has to be addressed and the people involved have to be held accountable. This is not only important to ensure that there are no rushed decisions being taken, but also to uphold the legitimacy of your managerial team. Think about it his way, if managers consistently take wrong decisions and are not being hold accountable then this will not only upset your employees, but it will also undermine the general legitimacy and credibility of your entire management staff. Mistakes can be made, decisions can turn out to be wrong, that is a normal part of change. However, in this sense it should also be normal to hold the responsible people accountable. From that point onwards it is important not to let pride and stubbornness take over from reason and responsibility. If a decision for change turns out to be a mistake, it is time for an adjustment of the original change. This in and of itself is a new point of change in the organisation so it is again important to consider all the points made above when it comes to leadership.  

Conclusion

Change is a constant process. New decisions are made daily so it is important to have leaders who know how to deal with change. This starts with understanding change and knowing how to communicate it to your employees. They will subsequently respond with concerns and resistance. These are, however, not a bad thing. They are a sign that people care and they provide opportunities for improving and finetuning change. If it turns out that some decisions in change are not working, then you need to hold the right people accountable and take adjustive action. At this point, you are preparing new change, so it is important to again go over all the important points related to leadership and change management.  

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In this blog I have talked about the importance of a good candidate experience and that currently most companies are not getting it quite right. This is especially important to note as each candidate can either preach for or badmouth your brand. Therefore, it is paramount to improve the candidate experience and create future ambassadors for your brand.

In this blog I will give you some solutions towards how to improve your candidate experience and fix possible problems; to find or attract the right people and to give them the best experience of your brand.

Fixing the basics

So how do you improve your candidate experience, avoid candidate backlash and become a better employer overall? Well first, let’s look at the basics and start off with the recruitment profile. The recruitment profile is, in modern day companies, maybe one of the most recycled documents. Not only in terms of layout, but often also in terms of text. Now this in and of itself does not have to be a bad thing, but try and be specific in what you are looking for and avoid general qualities that we expect all functioning human beings to have. Remember, the recruitment profile is not only important to find the right person, but it is also a profile on which you should base your communication (more on that later).

In your recruitment profile you should be brutally honest in what you need and very specific in what you are looking for, so don’t beat around the bush. Only then can you find the right candidate and can the right candidate find you. Furthermore, this has the advantage that you can always open up your scope later on if you cannot find the right candidate initially (trust us, this is better than a general profile which attracts 50+ candidates daily).

Another point here is that you might realize that you need something different than the candidates you have seen to fit the profile so far. Then don’t be afraid to change it and keep the profile as a base for the recruitment.  

Last but not least, if you want to attract new talent, then let others review the profile as well. Their insights and criticism might be crucial for something new and revolutionary. This is especially true if you need to replace a leaving employee with a new hire. In that case, you might not want more of the same, but something new and transforming.

Communication

Secondly, let’s talk communication. Marriage counsellors, salespeople, my mom and dad, almost everybody believes that the key to a good relationship is clear communication. Communication within recruitment often comes in three forms:

1. Digital communication (emails)
2. Telephone and video calls
3. Interviews and in-person meetings

Therein there are two things very important: speed and clarity. As this blog shows, most candidates believe that their experience would have been better if the communication (from the employer) would have been better. This includes responding and giving updates when there is nothing to give an update on, for example; when you are waiting for feedback. Try to keep the candidate up to date with the knowledge you have up until that point even if that is barely more than you have informed them last time.

One way of doing so could be automatically triggered messages which get send to the candidate once something happens to the status of his or her application. The reason is simple; the candidate feels involved and heard. They feel that they are a part of the relationship and the process. So be fast and be clear. That is what candidates are longing for.

How you design you communication is dependent on three factors:

1. the recruitment profile (you might address a VP of engineering differently than an intern)
2. the form of communication (emails, phone calls or face-to-face meetings)
3. how far the candidate is in the process (you can reject somebody in the beginning stages with an email, in final stages nothing less than a phone call is acceptable)

When in contact with candidates always show apathy and understanding for your situation. Every candidate has spent at least three to four hours on his or her application and they are very invested in your company. So, try to place yourself into their situation and treat them with care and hospitality. Understand that you are not only dealing with them, but also with their private life, preferences, values, their entire situation. It could be that a candidate had a rough day and is therefore easily frustrated, so be prepared to show understanding on a professional level. Try to connect as well besides just the job role and to create a bond with the candidate. Small things could be the weather, holidays or other events of that sort. Try to avoid religion, politics and social issues as you never know what their stance or background is on that. In that sense you have to stay professional and without bias.

This shows already that it is very hard to fit a ‘one-size-fits-all’ solution and that is where we want to get at. This is not going to be an easy and simple fix, but there are solutions, which brings us to our third point: personalized standardization.

Personalized standardization

In the world of messaging there are mainly two ways of sending messages, either personalized or standardized. Both have their advantages and disadvantages. Personalized messaging will create a better bond but it takes time and standardized messaging is easier to execute on mass, but it makes for a less strong bond. Therefore, I would argue to take best from both worlds.

Some (parts of) messages always remain the same “Thank you for your application”, “We look forward hearing from you”, “We are reaching out to you because of your experience at XYZ” etcetera. So, feel free to use standardized messaging, but always use a small personal twist in them so the candidate feels that you are trying to establish a better bond with them and that you are not simply copying and pasting every message to each candidate. This can be small talk about their application, something specific they wrote in their letter or CV, or something completely unrelated, just remember: it needs to be easily accessible for the candidate and politically correct. Holidays are a personal favourite of mine but try and figure out what works for you.

If you find something that works, stick with it, even if it becomes repetitive for you, because what is repetitive for you is not repetitive for each new candidate you get in touch with.

Higher integration and prioritization of recruitment

For most hiring managers recruitment is a necessary means to an end. They need somebody for their team and therefore they need to go through (the mostly unwanted) process of recruiting. That attitude needs to change.

Recruitment needs to be an ongoing part of the work of a hiring manager, even if there is no urgent position to be filled right now. At Google every employee is bound to spend 20% of his or her time on hiring (read more about what we can learn from Google here) and so should your hiring managers. Only that way you can find the talent you need. Weekly recruitment meetings need to be established wherein vacancies, candidates and feedback are discussed.

Direct feedback processes need to be created wherein the feedback does not go via a recruiter but comes from the hiring manager or reviewing expert themselves. This requires some training and practice, but yields better satisfaction as the candidate is directly getting feedback from the experts and able to ask them questions directly. This takes time of your HR employee’s hands which they then can use for sourcing better candidates and to look after their needs.

Involving the team will also create a better understanding for the struggles which accompany recruitment and makes the team also more understanding if some recruitments take longer than expected. This integration and prioritization of recruitment in your organization will ultimately affect the speed by which you communicate with your candidates, and that is ultimately the best thing one can improve according to candidates themselves.

In conclusion

Candidate experience is hard to improve, but necessary. It is an important aspect of your employer branding and requires careful planning and altering. The main points you should be focussing on are:

1. setting up a precise recruitment profile;
2. clear and fast communication;
3. personalized standardized messaging, and;
4. a higher integration and prioritization of recruitment.

If you need help with any of these aspects or if you need us to take off the entire process off your hands? Get in touch with us and see what we can do for you!

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‍We are releasing a new update with more dates for our spring events. Register as soon as possible, as spaces can quickly fill up.

Inspiration After Work (24 April)

Line Thomson (Peops Relations) and Cecilia Hållner (People Value) will host an interactive round-table discussion on current HR topics. Our speakers will introduce the topic and then moderate the discussions. The goal is for you to take away new insights that you can utilize at your workplace.

Registration is made through this link - or via email to Calle@peopsrelations.se

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Attracting Competence (22 May)

Our view of work is continuously changing, which also means that our view on rewards is constantly changing. If you want to find out what is important and how people want to be rewarded for their work, then you should not miss this seminar!

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Peops Relations Celebrates 5 Years! Join us as we celebrate five successful years together! We´ll invite you personally to this event, stay tuned!

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