Even if you attract a qualified job applicant to your online job application, that doesn't mean they're going to follow through and complete it. Then, uh oh -- you could've just lost your best new hire.
Why wouldn't they complete your job application? Believe it or not, 60 percent of job seekers quit in the middle of filling out online job applications due to length or complexity. Plus, job applications with 20 screener questions lose 40 percent of job candidates.
Another element that could thwart your potential job candidate online is your company's reputation. If they're going to apply for a job with you, before they do so, they'll likely research your company whether it's through Glassdoor or other company review websites. If they see poor reviews, or sometimes if they see nothing at all, they could be discouraged to follow through with a job application.
How do you ensure your have an effective job application process and a strong representation of your company's reputation online? Keep reading for ways you can improve your job candidates' online experience.
Your Company's Job Application Process—And How to Strengthen It
You're at the point where you got someone to apply for one of your jobs (woohoo!). What does that application process look like for them? Put yourself in your job applicant's shoes. On the other side of the computer screen, what does applying for a job with your company look like-—technically?
Is your jobs/career section easy to find on your company's website?
Is your job application mobile optimized? (Can someone easily apply on their smartphone?)
Is the job search function easy to use?
Does your job search function have filters?
Does the job applicant have to create a username and password?
Can the job applicant automatically import their resume from LinkedIn?
Why is all of this important? As we said, more than half of job applicants exit a job application due to length or complexity. Just improving a small element mentioned above could make a big difference.
For example, 50 percent of job seekers complete a job application on their phone. If your job application isn't easily accessed on an iPhone, you've lost half of potentially qualified candidates.
You want the best candidate for the position but that won't happen if the candidate is quitting halfway through the application is even finished Complete a few “test" job applications on your company's website and make note of the above. Where did you become frustrated with the user experience? What would've made it easier? Strive to implement these changes.
The Less Time, The Better.
Think of Amazon's 1-click ordering. Fast, easy, convenient. The move, which allows customers to buy things with a single click without re-entering their checkout information, caused a “one-click" phenomenon. It's even carried over into the job world. You can enable functions on Indeed and other job websites such as the Indeed Quick Apply or the “Apply via LinkedIn," functions. These relieve job seekers of punching in their work history and resume info over and over again.
Remember, efficiency is key. It's a job seeker's market. You have to work to keep their attention and the easier (and shorter!) you can make the job application process for them, the better.
Your Company's Online Reputation
Say you're doing everything right with your job promotions and recruitment marketing. You're marketing your jobs in the right places and you're reaching the right people. And now, your job application process is improved and optimized! But... your online reputation stinks.
Have you ever searched for your company on Google, Facebook, Glassdoor or any other review sites? If you haven't, best get to searchin'. Because your job applicants are doing this regularly. Even if your company's brand and reputation is not your direct responsibility, you will be representing it once you start your job promotions.
According to Glassdoor, the average job seeker reads at least six reviews in the process of forming an opinion on a company; and 69 percent of job seekers will not accept a job with a company if that company has a bad reputation.
What you do after you discover how your company looks online depends on the results.
"I love where I work!"
If your company's online reviews are overall positive, then give yourself and your peers a pat on the back.
Facebook is an example of a company with positive online reviews. The Global Giant holds the No. 1 spot on Glassdoor's Best Places to Work List. Facebook has now ranked No. 1 on Glassdoor's annual list three times and has made the list for eight consecutive years over the past decade. Their EVP is prevalent, and their company review pages not only exist, but they are also overwhelmingly positive.
“I hate where I work!"
If you identify consistent negative comments, analyze them to identify potential themes or consistencies. From there, share the findings with either the head of your department, the head of HR or whichever leader may be most impacted and have the most influence in this area. Work with them to devise a plan for managing the negative comments. This may involve marketing, HR or other company leaders.
There are numerous reports available to help you navigate through the intricate world of social media management; so start with some research and then devise a game plan from there.
Make Your Mark
You can't necessarily control what people are saying about your company online. But you must know what's out there. Understand what potential job candidates may be seeing when they research you. This can arm your recruiters with information to help overcome hesitations during interviews or you could post information that helps combat negative statements. If you can't find anything on your company at all, that's not good, either. Build company pages on sites such as Glassdoor, LinkedIn and Facebook to give job seekers an inside look into what the experience may be working for your company.
There are many things to consider online when it comes to becoming a world-class recruiter. Providing a solid job application process and fostering a strong company reputation are only a few elements you must consider. To learn about more ways to become a world-class recruiter, download our World-Class Recruitment Guide: The Best Recruitment Strategies & Tips to Attract Top Talent.