Candidate Attraction: Common Oversights

Candidate attraction is an essential part of the recruitment process. You might write the perfect job spec for a great opportunity and create an engaging ad. But if no applicants are drawn to it, it might be time to look at your candidate attraction rate.

What is a Candidate Attraction Rate?

Your candidate attraction rate is the number of people who see your job advert vs the volume of candidates who apply for the position.

So, to calculate this, you’ll be looking at metrics like impressions, reach, and clicks, as well as bona fide applications. If loads of people see your job but aren’t applying, it probably isn’t suitable for that particular audience. But if a high percentage of people who see the job click ‘apply’, yet the total number of applicants stays pretty low, it might be worth finding other ways to get the job out there.

We’ve identified some common oversights recruiters make in their candidate attraction strategies. Addressing these should help to improve your rate while streamlining the recruitment process for your candidates and your consultants.

Lengthy Application Processes

In this candidate-driven market, long and complex application processes can deter top applicants. According to a Careerbuilder survey, overly long candidate journeys can severely damage an employer brand. After filling out a long application, 42% of respondents said they’d never look to work with that company again. And 22% reported that they would tell others to avoid the hiring firm!

There are several measures you could take to whittle down your application process. For instance, you could replace the cover letter requirement with short qualifying questions. This will also help make the process mobile-friendly, which should be a key concern as 86% of job seekers use their smartphones in their job search. Linked to this, it’s worth understanding how social media can facilitate smooth candidate journeys. For example, Facebook and LinkedIn offer ‘one-click apply’ functionality on their jobs. And other job platforms let applicants sign in using their social network logins.

Unmanaged Expectations

Problems can occur when applicants don’t know what they’re signing up for, which can damage your candidate attraction rate. This could be something simple like not sharing the exact location of the job. Although publicising pay rates remains a matter of debate.

Strong job descriptions will come into play here. But it would be worth developing video content that not only tells but shows prospective applicants what their job will involve and the environment they’ll be working in.

However, what might prove to be a more complex challenge is deciding how you communicate your employer brand. This is particularly important in attracting millennial talent, as they are inclined to choose employers whose values align with their own. Social media can help in this area, too, as it allows for less formal communication, which showcases the people behind your brand and the company culture.

Not Advertising in the Right Areas

As aforementioned, a critical problem that might undermine your candidate attractions strategy is the wrong people seeing your job advert. It’s therefore worth spending time getting to know your prospective applicants and understanding where best to reach them.

For instance, social media is a powerful recruitment tool. But recruiters and applicants seem to disagree on which platform’s best. Overwhelmingly, job seekers prefer Facebook, while recruitment consultants favour LinkedIn. And while advertising on your chosen platform, make sure you’re taking full advantage of the targeting features at your disposal to attract the right candidates in suitable geographic areas.

Still Got Problems?

If you’ve still got problems or if you have questions about what you could be doing to improve your candidate attraction rates, get in touch with Jobsi.

We’re working with some of the UK’s biggest temp recruitment firms, using our proven solutions to attract thousands of extra applicants every day. What difference could that make to your business in the new year?

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