james saunders - 4mat. getting personal: tailoring your online candidate experience
TRANSCRIPT
James Saunders
In-house Recruitment Awards “The Manchester Conversation”
Tailoring the online experience to increase brand engagement
Getting personal:
4MAT.com
Candidate experience or customer experience?
4MAT.com
What happens next?
A. The sales assistant walks on by and ignores him.
B. The sales assistant hands him an automated email written in business speak thanking him for his interest and stating that they cannot help Steve at this time.
C. The sales assistant talks enthusiastically about the product, but following Steve’s indication that he’s not interested, politely thanks him for his time and asks him to call again soon.
4MAT.com
Candidate experience or
customer experience?
4MAT.com
Candidate experience is
brand marketing
4MAT.com
Brand marketing to candidates
Know your
audience’s needs
Find out where
they hang out
Try to make a
connectionInfluence them to
choose you
4MAT.com
Where do your candidates hang out?
4MAT.com
Candidate Attribution Tracking
4MAT.com
Branding marketing is making an emotional
connection
4MAT.com
Heavy use of personalisation in online retail
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How do you make it personal?
Speak the
candidate’s
language
Make them feel
unique
Remove the
impression of
automation
Simulate the offline
retail experience
4MAT.com
High relevancy in the user experience
4MAT.com
A personalised candidate experience
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Personalising content to the candidate
4MAT.com
4MAT.com
4MAT.com
4MAT.com
Increased engagement gives results
1,674 > 2,809 (+1,135/67.8%)
Monthly applications
(Jan-14 to Jun-14 compared to Aug-14 to Jan-15):
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Engage with recruiters, as
well as brands
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Even basic recruiter profiles engage
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Outrank LinkedIn
155 page views
In August 2015:
14 minutes of time on site
4MAT.com
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Increased engagement gives results
285 > 422 (+137/48.1%)
Monthly applications
(Oct-14 to Jan-15 compared to Feb-15 to May-15):
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How about we combine these two ideas, via
mobile?
4MAT.com
Candidate experience or customer experience?
Roundtable Question: Candidate Experience
“What actions could you immediately implement to improve your online candidate experience? What are the challenges?”
In-house Recruitment Awards “The Manchester Conversation”