Combine Recruitment Marketing and Candidate Experience

Offering a poor candidate experience is not just bad behavior – it is also bad for business.

A poor recruitment experience directly affects a candidate’s buying behavior. This relationship is most obvious with consumer brands. However, it affects business-to-business companies as well, since candidates tend to seek employment within the same industry and participate in the commercial decision-making of their employers.

Poor Candidate Experience Costs Money

Let’s take a simple example of a retailer that receives 60,000 applications annually. On average, 25 percent of candidates have so poor an experience that it alters their buying behavior. With an average monthly spend of 100€, candidates trigger a 4.5 million euro loss of revenue when they decide to stop buying the company’s products for a period of 3 months (15.000 x 100€/month x 3 months = 4.5 M€).

This figure can multiply quickly, since one third of the candidates share their negative candidate experience publicly with their friends and via their social networks.How about treating the candidate experience as a marketing activity? Which other media or communication channel reaches close to 100 percent of recipients and can guarantee that each recipient will read the message 2-3 times? How about increasing sales as a result of recruitment activities, instead of losing sales?

How to turn candidates into happy customers

We have had outstanding experience helping our customers make this change in both their process and their perception of their rejected candidates. By including vouchers or other direct call-to-actions for online shopping sites in their rejection letters, our customers have been able to turn an important percentage of their candidates into active and happy customers.

Candidates have a superior experience when they receive relevant, personalized information about how they performed during the recruitment process. Additional marketing messages enhance this experience further, as candidates feel appreciated and heard. As a result, they share their superior experience with their social circles.

Would you like to find out how to turn your rejection letters into a powerful marketing tool? Request a demo.