Net Promoter Score for Recruiters

Transcription

1 The Nice Guide to Net Promoter Score for Recruiters Using candidate feedback to improve the candidate experience

2 Feedback matters Putting perfect people in perfect roles isn t enough For every position you fill there are applicants that didn t make the cut. Some of these people will apply again; some will tell their friends not to bother. But without asking them which camp they fall into, how will you know? Unhappy candidates can cost your clients: in 2015 over 7,500 unsuccessful Virgin Media job applicants cancelled their contracts and went to the competition, resulting in a revenue loss of over $6 million. To avoid this kind of result your candidate experience needs to leave even unsuccessful applicants satisfied. Candidate feedback is the best way to improve the candidate experience You know how effective your recruitment process is at filling roles, but do you know how it makes candidates feel? Do you know how likely they are to apply again, or to recommend someone they know (and presumably like) applies? The Talent Board found that 73% of candidates weren t asked to provide feedback on the recruitment process, which is a massive missed opportunity. A simple how did you find the process is better than nothing, and gives you the opportunity to manage negative feedback before it takes on a life of its own. Manually following up with hundreds or thousands of applicants is not entirely practical for most recruiters though, which is why we d suggest giving an NPS tool a shot. Say thank you 75% of unsuccessful candidates never hear back after going through the process. If you can t pick up the phone for everyone, at least send a thank you - and take the opportunity to attach your NPS survey.

3 It s a pretty simple playbook: Stop doing the things that are pissing them off, and do more of the things they like. Bill Macaitis, Slack CMO NPS: the very (very) basics Net Promoter Score is typically used to measure customer happiness, helping brands get better at making customers happy. It s very simple. First, ask your customers to rate your brand on a scale of zero to ten with one simple question: How likely are you to recommend [brand/product name] to a friend or colleague? Then ask them why they chose that score. Divide customer responses into three groups based on their rating: Promoters: 9 and 10 (will continue use your Thing, spend more and tell others to use it too) Passives: 7 and 8 (will not tell people to use your Thing) Detractors: 0 to 6 or under (will tell people not to use your Thing, cost lots to serve and likely to switch providers) Subtract the percentage of detractors from the percentage of promoters, and that s your Net Promoter Score. NPS is also a great way to measure candidate happiness, with only a few minor tweaks.

4 Why use NPS? There are some really good reasons why you d want to use NPS to measure candidate feedback. Highlight strengths and weaknesses in the recruitment process Where are the happy/unhappy candidates coming from? Are people scoring low early in the recruitment process, or at the end? Are scores for certain job sites or clients much higher than others? Once you know you can work to fix the problem areas (whether they re recruiter- or client-side), making your process more effective and efficient. Build and protect employer brand As a recruiter, you need to present your clients in the best possible light; you re not going to get many applicants if everyone hates the hiring process. NPS gives you continuous feedback on how candidates really feel and why so you can do something about it. Acting on unfavourable feedback quickly minimises negative word of mouth and candidate churn. Likewise, acknowledging and sharing positive feedback can bring in more candidates and reflect well on your clients. Incentivise your agents Don t just reward your agents for the number of positions filled or how long it takes to fill them. NPS shows you how well candidates think your agents perform at each stage of the recruitment process. Use this qualitative feedback to motivate your agents to perform, and consider connecting compensation (at least partially) to NPS performance.

5 Provide quick accountability to clients NPS is growing in popularity for recruitment businesses. It s quick, generates usable information, and provides an easily understood performance metric. The NPS score gives a good indicator of how successful your recruitment process is, and using it in combination with your ATS data means you can show each client exactly how their candidates are responding. NPS is also a potential differentiator for your business. If your competitors aren t measuring candidate NPS then they don t have access to the depth of information you do, and they won t be able to provide clients with as much insight into candidate happiness as you can. Keep candidates close It s a competitive job market. Great candidates that score highly should be encouraged to stick around even if they re unsuccessful with their initial application. Keep them engaged: refer them to other roles, invite them to refer colleagues and give them every opportunity to advocate for you. Show return on investment If you ve invested a lot of money in applicant tracking systems and tools like JobAdder, you want to make sure you re using them effectively to improve candidate experience. NPS is a great way to get immediate feedback on how well you re using these tools and how happy your candidates are as a result - high scores and positive comments mean you re getting value from your investment.

6 Measuring candidate NPS NPS is one of the simplest ways of measuring candidate feedback. It generates high response rates from customers and can be sent out frequently, providing a continuous stream of data. You simply ask your candidates to rate their experience on a scale of zero to ten with one simple question: your candidate Net Promoter Score is the percentage of promoters less the percentage of detractors. How likely are you to recommend a friend or colleague apply for a job with [brand]? Detractors Wil tell others not to apply Passives Will not tell others to apply Promoters Would apply again & tell others to apply

7 Making NPS happen with & Protect and build your brand as an employer or recruiter: automatically trigger surveys from AskNicely when a candidate reaches the right point in the JobAdder application process.

8 Should I survey candidates using my brand or my clients brands? Adapting NPS to the candidate experience It s best to start with your brand, because this is what most candidates will have had the most interaction with. If you need to send a survey specifically to people who go to a client interview stage it can make sense to use your clients brand*, in which case you ll need to use a custom template for each client. *If you go down this track, get your clients permission to send the survey on their behalf first.

9 Most recruiters only survey people who make it past the first round of screening, which means most of your feedback will be from candidates who ve actually dealt with your people. However, if you have high engagement with candidates in the initial stages, it s definitely worth including them in your surveys. Candidate feedback automagically Gain valuable insight into how candidates view your recruiting process; attract the highest quality talent while preventing survey fatigue and protecting your employer brand. Tip AskNicely makes it super simple to autonomously survey candidates with JobAdder statuses that specify when they exited the recruitment process. Use templates in JobAdder to customise your NPS request to candidates based on the stage they exited the recruitment process - whether at the application stage or after the final interview. Send a batch of personalised s from JobAdder, update the status of each candidate and trigger a follow up NPS survey in one

10 It s important to ask how candidates felt about their recruitment experience, even if they weren t happy with it. You might not call on them again for a future role, but if you do, you ll know exactly where their pain points are and what you need to do to make the next experience a positive one. View candidate NPS and feedback in JobAdder candidate records AskNicely pushes responses and feedback into notes in JobAdder so you can see how previous candidates have rated the recruiting process before contacting them. You can also use this information to build your candidate pool; identifying people who ve applied for similar roles, seeing how well they performed throughout the process, and how satisfied they were with their recruitment experience.

11 A little proactivity goes a long way. Sending detractors a follow-up from a senior manager gives unhappy candidates the opportunity to come back to you and discuss their situation further. You ll get better insight into potential problem areas and candidates are more likely to leave with a favorable impression of your business. Respond to feedback quickly With AskNicely s integrated follow-up, you can track staff actions and respond to feedback quickly. Build workflows that notify managers and trigger follow-up s when you hear from detractors, and keep unsuccessful but satisfied candidates in the pipeline with links to other suitable roles - or invite them to refer colleagues. Tip A great way to automate the process without completely dehumanising it is to use an automated to initiate a follow-up call. This gives those candidates who want to be heard (or who have a lot to say) a chance to connect with you personally, and may help you turn a dissatisfied candidate into a happy one.

12 Knowing your overall candidate NPS score is helpful, but don t stop there. By tagging responses with custom data from JobAdder you can quickly identify areas for further analysis in your Leaderboards. Intelligent analysis Keep an eye on overall satisfaction and the effectiveness of your recruiting process by tracking your Net Promoter Score. Identify particular problems with AskNicely s customizable leaderboards and drill down into responses for further insight. Tip Use leaderboards to quickly identify trends using JobAdder custom fields. Identify candidate sources that deliver a lot of dissatisfied candidates, which could be a sign that the wrong expectations are being set. Or look at score by job title or company to see if particular roles or employers are causing issues. Quickly analyse comments to detect strengths and weaknesses. Find all responses with particular keywords in them (your Theme Bucket), then calculate the score and number of promoters/ detractors for each of those buckets. Start by looking for themes like follow-up, communication, interview, job description and speed - these will help you spot a range of common issues with the candidate experience. Once you ve identified any themes or data points that correlate to low NPS scores, you can view individual comments to analyze the issues further.

13 More data makes NPS more useful By combining your NPS score with ATS data, you can see how different aspects of your recruitment process are performing - many NPS providers offer pre-built integrations with the top recruiting platforms to help with this. Tagging your candidate responses with information on where they ve come from and what they re aplying for means you can get more useful answers to your questions. Which parts of the recruitment process are highest / lowest scoring? Is there a problem in the application stage, or do the low scores come after the client interviews? Do you need to improve your internal processes or do your clients need some additional support? Where did promoters come from? Which job site? Which application form? Can you make better use of your best performing assets? Where are detractors applying to? Which company? Which role? Is extra training required, or do you need to be more specific in your requirements?

14 Beyond NPS A high NPS score is great, but it s not the end of the story. You need to follow up on the feedback. If you hear only good things, great! Pass it on to the relevant people and feel good that the process is working for all involved. Ask for permission to use the best feedback on your site, your client s recruitment page or portal, and on external sites including Glassdoor, Indeed and LinkedIn. If on the other hand your feedback indicates areas for improvement, then get to work improving quickly! Turn around bad experiences by offering solutions, keep unsuccessful but satisfied candidates in the pipeline with links to other appropriate roles or ask them to refer colleagues they think may be appropriate.

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