What does the term candidate journey mean?

The term candidate journey or employee branding is used to describe the six stages that job seekers go through. It involves all the contact moments candidates have with an organization

In today’s candidate-driven marketplace, the candidate journey is about more than just what happens to the talent already in the pipeline. It’s also about how potential candidates experience your brand even before they consider working for your company

Table of contents of this article

What steps comprise a candidate journey?

The steps of a candidate journey or employee journey can be compared to buyers looking for services and products to purchase. Candidates go through several stages when looking for a new career opportunity. From the job search (conscious and unconscious) to the onboarding phase

The journey consists of the following phases:

1. Awareness,
2. Interest/Consideration,
3. Application,
4. Selection/Acruitment
5. Preboarding
6. Onboarding

The importance of a well thought out candidate journey

It is now more important than ever for companies to think about and well-thought-out candidate journey. Failure to do so can have negative consequences for your image. In fact, 72% of candidates share their negative experiences online and it is not unusual for negative stories to spread like wildfire on social media channels

In addition, the majority of job seekers read at least six reviews before forming an opinion about a potential employer. In fact, after reading bad comments, 55% of job seekers will avoid the company

Phase 1: Awareness

Global LinkedIn research has shown that only 12% of people actively search for jobs. This is the reason recruiters are starting to pay more attention to passive job seekers and the awareness, consideration and interest stages of their journey

During the awareness stage, the candidate becomes aware of the job posting. This can be done in a variety of ways, such as:

• a job posting on LinkedIn or Indeed,
• via your organization’s social media channels,
• by reading an article about or by the company and then visiting the careers page,
• via a review on a company review site (such as Yelp, Tripadvisor)
• contact with a representative at a party or trade show.

It’s no secret that employer branding makes a big difference in your company’s ability to attract better talent. According to LinkedIn, 72 percent of hr managers worldwide agree that employer branding has a significant impact on recruitment. And the same research shows that companies that invest in their brand see a tangible return on their investment

Phase 2: Interest/Consideration

In the interest phase, candidates look beyond just the details of the job posting you’ve made. They are trying to get a better picture of your company as a whole. For example, the organization’s values, mission, work culture, etc

In this phase, it is important to apply the principles of employer branding. Who are you as an employer and with what message do you address the target audience? The best employer brands are consistent across all communications – social media, word of mouth, company pages and job descriptions. These brands are finding ways to turn the internal story of satisfied employees into the external story that attracts candidates

As 52 percent of job seekers today scour company websites and social media pages to find out more about an employer, a clearly defined employer brand is a strategic tool for connecting with people who match the organization’s identity and culture

Stage 3: Application

This is perhaps one of the most important phases, often overlooked

Long, complicated job applications can seriously damage the candidate’s experience. Experience shows that 1 in 5 candidates fail to complete an application if it takes 20 minutes or longer to complete

Here are some tips to keep in mind regarding filling out your application process:

• Always make sure that someone in your company has gone through the application process for a job you post. Otherwise, you may overlook details that could make or break the candidate’s experience.
• Is the application mobile-friendly? 58% of today’s candidates use their phones to find jobs.
• Do you communicate in a timely and consistent manner during the application process? 80% of job seekers report that they are discouraged from considering other relevant job opportunities with a company that does not keep them informed of the status of their application. They are 3.5 times more likely to reapply if they are kept informed.

Please also read more about the performance management cycle

Stage 4: Selection/Assignment

During the selection phase, candidates compare potential employers by gathering more detailed information. Especially during the job interview, when most candidates can say for the first time whether or not they can imagine working at your company. That’s why it’s important to be as transparent as possible

At this stage, it is important to communicate to the candidate as clearly as possible what it is really like to work at your company. Let them know what kind of culture to expect, how the workforce is structured and the challenges of the position

In addition, it is important to encourage candidates to ask as many questions as possible and share any concerns. Unresolved issues in the minds of talented candidates can have a negative impact on their willingness to accept an offer, if given

Realize that every offer requires at least two decisions to be made: one by the employer and one by the candidate. Everything that precedes the offer will affect the final decision, for both parties. An oversight in the previous stages of the candidate’s journey can negatively impact a potential employee’s willingness to accept an offer. It is therefore important to treat the candidate’s entire journey as a holistic process

Simple application procedures, consistent and on-point communication by recruiters and a transparent display of company culture and values are all signs that your company may or may not be organized, professional and an attractive place to work

Phase 5: Preboarding

Preboarding is a powerful tool for building trust and retaining talent. Put yourself in the shoes of a new employee. Changing jobs is a big change in your life that evokes a wide range of emotions – from anxiety and stress to excitement and hope. Preboarding is your chance to address these emotions in a focused way. And since one in five new employees quit within the first 45 days, introducing the onboarding program can have a huge impact on turnover and attrition rates

To take onboarding to new heights, preboarding for new employees should:

• Continuing the story
• Helping them feel the love
• Being optimally equipped for day 1

At the same time, effective preboarding allows HR professionals to streamline their own processes. By getting the simple logistics tasks out of the pipeline ahead of time, you can focus on other, more complex issues that require more attention during the new hire’s first few days

Phase 6: Onboarding

Next comes the onboarding phase, and if overlooked, it can have major consequences. Hiring staff is a time-consuming and costly process. Making sure the onboarding process runs smoothly and is optimized is essential to maximizing the company’s ROI

For some onboarding best practices, please see our page on onboarding and preboarding

Conclusion

Simple as it may seem, identifying the weakest points in the candidate journey can be quite elusive. That’s where feedback comes in. Ask applicants for actionable feedback at various points along the journey. That way, you’ll find that your company’s recruiting success is enhanced. Also discover the possibilities at ENBOQ for E-learning in Gamification models