In the world of retail, mountains of investment are poured into polishing customer experiences every year. The idea is that if everyone you touch leaves with a positive feeling about your brand, that positive feeling will result in more money spent at the checkout counter. It’s not only logical, it’s been proven to work. A recent McKinsey study claims a 10% improvement in customer experience results in a 10% increase in revenue. And here’s the clincher: in the retail sector, the vast majority of your recruitment candidates are ALSO CUSTOMERS.Just think about that for a second. That means every interaction you’re having with your candidate pool, are also interactions with your customer base. This all boils down to one indisputable fact for recruiters and recruitment marketers:
A great customer experience starts with a great candidate experience. Or put in a more sobering frame, a poor candidate experience is a poor customer experience.
We've all heard about the famous Virgin Media calculation: From 123,000 rejected candidates each year, 6% were cancelling their monthly Virgin Media subscription. That equates to about 7,500 cancellations - about £4.4 million per year. By reframing candidate experience as an opportunity for customer retention (and as it turns out, acquisition), Virgin actually turned those losses into a £9.7Million sales improvement.I mean, that's a good day at the office, right?[caption id="attachment_9851" align="aligncenter" width="468"]
This is what turning -4.4M into +9.7M feels like.[/caption]We spend a lot of time talking about efficiency in business – breaking down silos, improving cross-department collaboration, making sure all parts of the business are working together to create consistently great offerings, beautiful customer experiences and happy shareholders. This shared outcome – candidate/customer experience – is a great example of that efficiency in action.Recruitment and talent managers are in an awesomely privileged (and powerful) position in this equation. The people you’re talking to every day – whether it’s through job ads and social media posts or screening activities and interviews – are not just the ones who will design and deliver all the parts of your company’s services, they’re also the ones who buy those same products and services. Finding little ways to make engagement with these people smoother and more enjoyable can actually enhance your recruiting process while also making sure the impact you’re having on them as customers is a positive one.
Here are a few practical start points to consider:
Of course, there’s another bonus to looking at your candidates this way. It means you’ve got ammo for the next budget conversation you have with your CFO. How much resource is marketing allocated for brand sentiment work? What about your customer service department? There's a huge opportunity here for resource sharing, cross-department collaboration, budget re-allocation. However you look at it, the days of recruitment experiences playing second-fiddle to every other touch-point are over.Because really, ultimately, building a beautiful candidate experience is all about your customers.
If your CX could use an extra polish, Weirdly's custom pre-application quizzes might be just what you need to build your employer brand and give every candidate a "wow" experience.