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The candidate journey is king in everything Adver-Online does
In the current job market, the candidate is the one holding the reins. After all, a good job market communication strategy is determined by demand rather than supply. Which is why the candidate journey is often taken as the starting point; as it is at Adver-Online.
What is a candidate journey? The term ‘candidate journey’ (derived from the term customer journey) puts the candidate first, considering the various steps a candidate undertakes within the application process: right from the moment a candidate looks for inspiration and starts to explore jobs, to the application itself, interview and appointment.
However the journey proceeds, the candidate will come into contact with your organisation on numerous occasions. These occasions are also referred to as touch points. At each touch point, a candidate will decide whether to pursue the journey or to end it. The objective for the candidate journey is to retain as many candidates as possible at these touch points.
The tighter you can manage the journey from your side, the smaller the chance of people dropping off, or of you having to refuse people because they don’t fall within your target group.
How do candidates differ in relation to the candidate journey?
Properly mapping-out the candidate journey requires knowledge of your candidates. For instance, it’s worth knowing that candidates can be divided into three groups: (1) active job seekers, (2) those who are not looking for a job and (3) latent job seekers. This last group is not necessarily on the lookout, but would be open to a new challenge.
Why is this an important distinction? Because each group requires a different kind of communication. Following on logically, this communication is then tailored at each of the touch points in the candidate journey. The tone will be different for each channel, objective and target group ‘. Your ‘voice’ – i.e. that of your organisation – does need to be consistent. As such, structural visibility with the right tone-of-voice not only results in more candidates, but better ones.
Striking the right chord at the right stage in the candidate journey
The candidate journey can be split into two categories: recruitment marketing and recruiting, each subdivided into stages. Adver-Online offers support with the former category, which refers to getting in contact with, guiding and spurring candidates on to apply, as well as the actual application itself. These stages are based on the well-known AIDA model that describes which steps need to be taken in order to encourage action on the part of the target group.
The letters in AIDA stand for Attention, Interest, Desire and Action. For the purpose of the candidate journey, these have become: Awareness, Consideration, Decision and Application.
In this initial stage, the candidate becomes aware of the vacancy. Bear in mind that active job seekers will be exploring multiple organisations, meaning that you won’t be the only employer in the picture. For all groups, communication at this stage in the journey should be aimed at providing the candidate with as genuine a picture of your company as possible. The candidate will still have little knowledge of you as an employer.
At this stage, the candidate will see the vacancy and be considering whether or not to apply. The candidate goes about this by researching more information about your organisation and the role. This might be information on salary, what’s involved in the job and the company culture. Differentiating yourself from other employers is important in your communication here.
At this last stage, the candidate decides to apply. The objective at this stage in the journey is to provide the candidate with a positive experience.
How does the candidate journey model work in practise?
A nice model is good all and well, but how is it applied in practice, and which means do you need to employ? In our experience, the key to success is in a combined use of media channels, such as generic websites, niche websites, social media recruitment and Google recruitment. Why?
- You are creating online visibility among relevant target groups.
- You are reaching both active and latent candidates.
- You are taking advantage of the average 7-10 touch points required before candidates go on to apply.
- You are spending your recruitment budget efficiently.
Need help effectively managing the candidate journey, selecting suitable media channels and deciding on the right messaging? We’ll help you and your business make a successful transition.