That Feedback Competitive Advantage
Whether it’s in the form of a phone call from the recruiter, or an email or text directly from the recruiter and/or a recruiting system, communicating with candidates about the screening and interviewing process always goes a long way with a candidate’s overall perceived fairness and can make the difference between a positive or negative candidate experience. Especially when employers engage and communicate pre- and post-interview, and when they give candidates job-fit feedback.
According to our 2019 Talent Board Candidate Experience (CandE) benchmark research, on average about 25% of global employers don’t do much of anything during the screening and interview process beyond the actual interviewing (see Table 1). No prep. No communication. No feedback.
And yet, when employers provide feedback to candidates, it can definitely have a positive impact and improve the overall perception of fairness in the process. Only about 12% of global candidates said in 2019 that job fit and candidacy feedback was provided at the end of the day, but for those who did get that immediate feedback, their positive ratings jump.
- In North America, the average interview Net Promoter Score (NPS) was 45, but it jumps to 83 when all candidates were provided job-fit candidacy status at the end of the day, a 59% difference.
- In EMEA, the average interview NPS was 63, but it jumps to 87 when all candidates were provided job-fit candidacy status, a 32% difference.
- In APAC, the average interview NPS was 52, but it jumps to 85 when all candidates were provided job-fit candidacy status, a 48% difference.
- And finally in Latin America, where we gathered candidate experience data for the first time in 2019, the average interview NPS was 69, but it jumps to 86 when all candidates were provided job-fit candidacy, a 22% difference.
Each year we work with hundreds of employers and many of them struggle with the idea of providing feedback to their candidates. There are litigation concerns that if they share too much information with their candidates, they’ll open themselves up to discrimination lawsuits. Recruiters don’t want to get into the potentially contentious back and forth “why I’m not qualified” that potentially could erupt.
Which actually doesn’t happen all that much with companies that are comfortable giving candidate feedback, many of which are CandE Winners in our global benchmark research program (and some even that aren’t). We continue to have conversations with more recruiting leaders confirming that they’ve working with their internal legal counsel, created specific guidelines and embedded giving feedback into their recruiting process as a strategic task; they know that candidate feedback can dramatically improve the quality of the hiring experience for their candidates. This is turn improves their overall candidate experience and improves the chances they remain in the hiring process and potentially accepting the job offers, as opposed to ghosting them.
When done consistently while staying focused on the candidate qualifications and job fit, giving candidate feedback can definitely give you a positive boost to their overall perception of fairness, their overall candidate experience and ultimately the potential impact on your business and brand in the form of candidates applying again, referring others, making purchases if and when applicable.
And after all you’ve invested in your recruiting process to get qualified candidates in the door and screened and interviewed – and all that the candidates themselves have invested in the process – it’s imperative to keep that feedback competitive advantage.
–Kevin Grossman, President, Talent Board and the Candidate Experience Awards
For those of you who ensure positive candidate experiences and fairness, and who have experienced it as well, join us for #CandExperienceDay2020 on January 15, 2020. Share positive candidate experiences on social media with us and tag them #CandExperienceDay2020. Share testimonials, posts, videos and more!
Also, make sure to register for the two webinars we’re launching on January 15:
- Beyond Tactics: Developing a #CandidateExperience Strategy and Understanding for the Future
- Learn how to identify strengths and weaknesses in your #candidateexperience by participating in the 2020 CandE Benchmark Research Program