Alyson Fadil@alyfadil1
Turning Candidates Into Brand Advocates
Agenda• What is a brand advocate?• Objective Candidate Experience • Matching you marketing funnel with your candidate funnel• Why is it important?• How do we build a candidate experience in line with the brand?• How do we measure the experience?• Service Level Agreements
What is a brand advocate?
A brand advocate is a person, or customer who talks favorably about a brand or product, and then passes on positive word-of-mouth (WOM) messages about the brand to other people.
Candidate ExperienceAc
tiviti
esBrand Advocacy
Number of applicants
Quality of applicants= App to Assessment
NPSWould you recommend to family or friend
Qualitative Survey on experience
Mea
sure
s
Candidate Journey
Marketing CostsMarketing budgets from 10% to as high as 20% of Revenue
£100m - £10m
Imagine if you could spend just 1% of this
£1m on employees & candidates
MeasureCustomer Lifetime Value is a measure of the profit generated by a single customer or set of customers over their lifetime with your company.
In the past, we may say that a Brand Advocate may tell on average 5 friends about a great purchase.
110,000 order last year – 550,00 people per year customers 600 applications – 31,200 candidates per year – each told 5 friends = 156,000 people per year
People Seek Truth And Share Opinions Online and Offline 84% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about products and services – making these recommendations the highest ranked source for trustworthiness. [Nielsen]
74% of consumers identify word-of-mouth as a key influencer in their purchasing decision. [Ogilvy/Google/TNS
88% of people trust online reviews written by other consumers as much as they trust recommendations from personal contacts. [BrightLocal]
72% say reading a positive customer reviews increase their trust in a business; it takes, on average, 2-6 reviews to get 56% of them to this point. [BrightLocal]
Service Level AgreementCulture - ”Everyday is a recruitment day”
A service level agreement (SLA) is a contract between a service provider (either internal or external) and the end user that defines the level of service expected from the service provider. SLAs are output-based in that their purpose is specifically to define what the customer will receive.
SLA’s – Recruitment Team Recruiting Line Managers Agencies Senior Stakeholders
Referral Schemes
Brand AwarenessAwarenes
s
Instant SLA
Begins30 Days
Brand Awarenes
sAwareness
Employee Value Proposition InterestValue
Authentic
Role Profiles to lifeWebchat / Talk to the teamFAQ’sCRM
N P S
Application
• Expectation of: next steps in the process & types of testing
• Timeframe• Content - Videos/ Photos
of store/ department/team
• Feedback• Talent Bank explanation
Purchase
Applicants per role (%)
Application
20 daysAgencies maybe drafted in to supportMay try a different attraction strategy – PCP/Segmentation etc
Purchase
Screening
Individual to deselect
CRM
Strong rapport Empowering
Cultural CompetenciesRelevant ‘skill’
QuestionsQuality feedback
inform Pass/RejectNo hanging!!!
Preparation for next stage
Purchase
Assessment
10 Days
• On brand and relevant to the brand- quirky, corporate, quiet, professional, crazy….just on brand – why should I work for you?
• Variety of Selection tools that are relevant yet engaging
• Right people assessing – less stages the better – max 3
• Feedback within 48 hours of each stage
Purchase
AssessmentNet Promoter Score
Would you recommend us to friends or family?
Purchase
Selection
The VIP Offer
• Excite and Delight • Confirm the offer job title/ manager/hours of
work/ package/ benefits/ T&C’s• Seek questions/ hesitations• Give feedback - why you are chosen, areas of
development and how the business will support the development• Next steps
Days to spare
Purchase
Service Level Agreemento Role to be advertised within 24 hours
o Run of applicants after 10 days – second source of attraction, agency
o Screening conducted 10 – 15 days of go live
o Assessment to run @ 20 days of live date
o Feedback to be given to candidates with 48hours
o NPS to be issued through CRM
o Offer, contract & paperwork to be made within 48 hours
o Manager to contact within 24hours
Onboardingo Keep warm cards
o Support in resigning from current role
o Line Manager to contact through process
o Access to all pre-boarding content – Cultural & Learning
o Included in the design of their own onboarding
EngagementRetention
Overall experience of hiring process – survey score
Average Time To Recruit
% of rejections/ no hires
% of successful probation
Feedback of Personal Experiences:
NPS, Experience, Review, Performance
Testimonials on social
AdvocateDataAdvocate
To Summarise
• Create synergy between your Customer and Candidate Experiences• Remain authentic to your brand• Put the candidate at the heart of the process• Educate line managers on its importance• Relay key brand messages to candidates throughout
their experience• Measure and monitor its impact
People Strategy