Back in 2000, your main concerns on assessment may have been whether you could fairly compare candidates or whether unsupervised testing was acceptable. Fast forward to today and the majority of candidates will take assessments using their mobile phones, scour Social Media for clues on your company culture, and check out your organisation on Glassdoor. How do you start to think about Candidate Experience (CX) being immersive, given that a recent survey found only 3% of organisations had mapped their candidate’s journey?
With Jaguar Land Rover’s recent news that it is teaming up with the virtual band Gorillaz, to provide an innovative recruitment experience involving a mixed reality app, organisations are certainly embracing fresh ways of selecting talent. In practice, many organisations struggle to implement innovative ways of assessing and providing great candidate experience due to complex legacy set-ups such as multiple assessment suppliers, multiple ATS systems and ATS integrations, and often a large number of assessment administrators globally dispersed. However, as the war for talent continues, it’s critical to start considering how to assess for the new world of work: here’s some of the key questions we hear in our client conversations:
1. Does candidate experience matter? Yes – CX impacts your bottom line
Recent research tell us that 75% of respondents (aged 16-24) applied for jobs where they were already customers and that 1 in 4 applicants consider stopping purchasing as a result of a poor experience. These figures already hint at the underlying commercial impact that a bad CX can have. A hugely striking example of the real commercial impact comes from Virgin Media who decided to analyse the revenue journey of applicants who were also customers. The figures tell a fascinating story: of 130,000 applicants, 18% were existing customers – and a staggering 7,500 of them stopped buying within a month of being rejected for a role. Based on an average customer spend figure, Virgin Media had £4.4million in lost revenue. So, aligning your CX with your customer brand experience is absolutely crucial, and with less than 3% of organisations saying that quality of CX is a key recruiting metric, we think it’s time to start using this as a core recruitment metric.
2. How do I create an acceptably immersive CX? Our research – Immersion vs Acceptability
Whilst wanting to create an immersive CX is a great/worthy goal, doing this in a way which is acceptable to candidates (and HR professionals and hiring managers) is critical. From our survey of HR recruitment professionals at the recent CIPD HR Software Show, 70% of respondents see behavioural assessments as acceptable or very acceptable. For Situational Judgement Tests, this is even higher at 78%. These forms of ‘traditional’ assessment are very much current best practice, so no surprises so far. Looking at attitudes around acceptability of Games-Based Assessment, despite these gaining ground with companies such as the aforementioned Jaguar Land Rover, 19% of respondents still reported that GBAs are unacceptable or totally unacceptable. Going deeper into the realms of using big data and predictive analytics, we asked about the acceptability of using Facebook ‘Likes’ to recruit – whilst 52% said this was totally unacceptable, the responses were spread such that 15% said ‘neither acceptable nor unacceptable’ and 7% said that this method is acceptable. We call this the ‘Acceptability Curve’ which points towards technology having a critical and disruptive role to play, but still needing the bedrock/foundation of ethical and evidence-based predictive assessment.
3. Is technology my friend or foe? The right test, and the right tech
Customisable, flexible and secure technology can certainly be your friend –make it work for you and you can solve multiple pain points. For example, there’s an ever increasing demand to ensure candidates are given feedback following the recruitment process – 85% of rejected applicants to a large UK telco cited lack of feedback as their biggest frustration. When designed into the process, creating a workflow that delivers automated but meaningful candidate feedback will engage even your rejected applicants, leaving them with a better CX and a much-enhanced opinion of your brand. Choosing the right test, that’s appropriate to the role, or gives a sneak preview such as the VirtualAC from a&dc, enables you to boost your relationship with potential recruits, and segway more efficiently into on-boarding, as you can re-use/re-purpose assessment results to kick start the development process.
In summary, technology has a critical role to play in assessment and development delivery and we can see the immediate commercial impact associated with rejection and negative feedback. Candidate experience and perception is key and designing an acceptable and ethical assessment process is not only best practice but also commercially imperative/sound.
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Author: Chris Small, VP International Talent Measurement, PSI
Sources: Rullion Candidate Survey (2014), Ph Candidate Attraction eBook (2015), PSI survey at CIPD HRSS (2017).