More and more, I am finding candidates complaining about the online recruitment process, characterizing it as impersonal, frustrating and not focused at all on the expectations of applicants.
In the last five years of my search practice, it just seems more difficult to connect especially with passive job seekers. Though technology has automated some of our tasks, it has also made it easier for job seekers to easily identify new opportunities through multiple job boards. Job seekers are often being contacted by multiple recruiters (sometimes for the same position) from search firms to internal recruiters looking to build up their talent pipeline. Some in demand millennials have told me that when they are ready to switch jobs , opportunities are served to them.
So what does all this mean for online recruitment? I believe that job seekers, certainly the passive job seekers are more selective, more demanding and do not have much patience for companies that have burdensome online recruitment processes or are not customer focused. Perhaps as recruiters we have focused too much on automating tasks and not enough on what applicants and job seekers are expecting. Let’s look at a couple of examples:
Online job applications: I Just Want To Know
I am sure we have all heard that many applicants feel that applying for jobs online is like sending a resume into a black hole. The phrase “we thank you for your interest, but only selected candidates will be contacted.” is symptomatic of this for job seekers. We have taken shortcuts so we can devote more time to value added functions. Candidates though, are telling us they expect more from the process.
VISUAL: In a survey conducted in 2014 by Jibe of 1200 job seekers , 51% expected to be advised of the status of their application but only 14% were notified.
Is it unreasonable that a candidate should be able to check the status of their application or if it has even been received? When I send my payment to my telephone company on a monthly basis I receive a thank you email (even when the payment is late). I personally like the note even though I know it is a just a form email. I know the payment has been received and my phone company has said thank you in a small way.
Online Job applications Are Too Complicated
Many job seekers complain about the complexity and the time taken to apply for a position. Job applicants often get frustrated and do not understand why it is necessary to fill out a multiple page questionnaire if the information is already captured on the resume.
VISUAL: In the same Jibe survey 3/5 applicants stated that completing online job application was more complicated than filling out an application for a mortgage or health insurance. Similarly 19% of applicants said they would prefer spending an entire day at DMV and 12% experience a root canal rather than completing an online job application. Though about 79% of American professionals are considered ” approachable” by some metrics,they are still selective.
There are definite advantages to having a simplified application process.
Smart Phones Are Here To Stay
Smart phones are becoming the preferred way for job seekers, (especially millennials) to view opportunities and to apply for positions.
VISUAL: Approximately 77% of job seekers would use a mobile device to apply for positions. Though many companies are adapting their career sites, in one survey it was indicated that only 20% of Fortune 500 company career sites are mobile optimized and only 18% have optimized job postings.
There is obviously still a lot of progress that needs to take place.
How Can Companies Standout With Job Applicants?
It starts by treating job applicants as potential customers.It means that all of our online recruitment processes should be designed to not only meet our internal HR requirements but also designed with the needs and expectations of job applicants. Lets look at a few ways we can do this.
- Consider that every job applicant should be acknowledged with an individual thank you. This may seem rather simple, but I do think job applicants would like an acknowledgement that their application has been received and accepted by the ATS.
- Provide candidates with the ability to check the status of their job application. If Amazon allows us to check on the status of a purchase, we should be able to do this for a job application.
- Simplify, the online application process. The more we simplify the job application process, the more likely a job applicant will apply. In a recent survey 60% of job applicants said they would not apply for a position if the process was “too lengthy or time consuming”. With the difficulty of finding talent, can we afford to lose candidates because our online applications are too lengthy?Using LinkedIn resumes or posting resumes online may not be ideal,but perhaps the trade off is worth it.
- Invest in career and job posting optimization. If there is one trend that will continue to increase, it is the use of mobile devices for both job search and for job applications. Companies that take the lead and invest in making their career sites mobile friendly are likely to have an advantage over other companies.
- Personalize Online Recruitment. Some companies are attempting to personalize online recruitment by attempting to bring the human side back to the process. These companies will often add the recruiter’s name, picture and contact information to the job posting. Also if a job applicant phones or emails to discuss the opportunity, they will find the time to respond. Does this approach make a difference? I think a job applicant will view a company very differently if a call or email is responded to by a recruiter.
So how will online recruitment processes evolve? There will be some of us who say –
“Look, we are in the driver’s seat…. we are on Facebook and Twitter. We need the ten page application form and if somebody wants to work for us they will fill it out. So what if our site is not optimized, every one has access to a computer.”
There will be other companies who will behave differently so as to have a competitive edge on talent. They realize that the power is shifting to job applicants. Yes, it is important to have a presence on social media . But they also realize that the job application process will also influence a job applicant’s perspective on a company.
And if you believe this survey, one third of job applicants will share their impressions favorable or unfavorable on social media.
Meanwhile, in my search practice because my request for an Applicant Tracking System was declined by my CFO (me), I will be reviewing all resumes without an algorithm and notifying candidates by email or phone of their status. And yes, I try and return all phone calls and emails -except for telemarketers, since I am on the “do not call list”.