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By Kevin Grossman for RallyFWD on Recruiting Brief

It’s pretty common these days: you make a purchase, take a trip, stay at a hotel or take a flight somewhere, and shortly thereafter you’re asked to complete a satisfaction survey. In fact, as I write this, I just completed one for the latest flight I took.

They used Likert scales – rating scales that go from 1-5, with 1 being the lowest score and 5 being the highest score. Sometimes they’re Net Promoter Score (NPS) scales – rating scales that go from 0-10, with 0 being the lowest score and 10 being the highest score. We’ll come back to NPS.

These kinds of customer service ratings are especially important when you’re asking your customers how likely they are to recommend your products/services/brand to others. It’s a critical business measurement, and one that can help project growth over time, especially if you’re increasing your positive ratings year after year.

We made a decision over nine years ago to not emulate NPS when the Talent Board Candidate Experience Awards Benchmark Research Program was founded. Combined with multiple Likert Scale ratings, we decided to simplify three of our key ratings like whether or not job candidates would apply again, refer others and how they would change their relationship status going forward based on their experience.

These ratings go from 1-4. For example, in one of them we ask the candidates, “Based on your experience with [company name], on the scale below, how likely are you to refer someone to work at [company name]?”

The answers go from 1 – “Definitely Not – I would actively discourage others from applying,” to 4 – “Extremely Likely – I would actively encourage others to apply.”

Each year we run our global research participants (the employers) through a comprehensive data analysis based on their job candidates’ satisfaction survey scores. Each company commits to a statistically significant candidate response rate, where the proportion of respondents who were not hired met or exceeded a set standard. The final analysis includes four key questions that result in a final CandE Score (the Talent Board NPS-like scoring):

     • The candidates’ overall ranking of their candidate experience (Likert scale)

     • Whether or not they would reapply to the organization in the future (4-point scale)

     • Whether or not they would refer other job seekers to the organization in the future (4-point scale)

     • And how the candidates would change their business relationship status with the organization going forward based on their experience (4-point scale)

But what about those consumer-based companies who are using NPS to measure their candidate experience these days, as well as their customer experiences? How would they compare those continuous feedback NPS scores to our annual benchmark research CandE Scores?

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