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A GUIDE FOR RECRUITERSCandidate Engagementat Every Stage
TABLE OF CONTENTS2Introduction - Candidate Engagement at Every Stage6Stage 1 - Awareness9Stage 2 - Candidate Consideration13Stage 3 - Candidate Interest16Stage 4 - Evaluation21Stage 5 - Closing the CandidateINTRODUCTIONIn this guide, Glassdoor and Jobvite team up to show recruiters howto adopt a candidate-centric recruiting model. Jobvite calls this newmodel of recruiting Continuous Candidate Engagement (CCE) and itfocuses on delivering a unified candidate experience that both excitesand delights the candidate — from first look to first day.Only through this engagement can companies build more interested,engaged leads — informed candidates — who will apply for the rightopportunity at the right time. This will also ensure a positive experiencepost-apply to create more loyal employee advocates and candidateswho are more likely to apply again or refer others.As a result, you’ll find better hires — faster and for a far lower cost —who are likely to stay longer and increase productivity.DEFINITION: The Informed Candidate is a person who is well-researched and engaged with your company,which means he or she will turn out to be the right fit and — once hired — get onboarded faster and exhibitgreater productivity. Recruiting these Informed Candidates on Glassdoor saves employers valuable timethroughout the hiring process, reducing the number of unqualified resumes to sift through and speedingup time to fill.2 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
INTRODUCTIONCandidate-Centric StrategyWhen you shift the focus from managing requisitions tocreating remarkable candidate journeys, you’re able to engageat the right time, in the right way throughout the recruitmentprocess with high-quality interactions.Breakdown of Candidate Journey by Stage:STAGE 1AwarenessSTAGE 2Candidate ConsiderationSTAGE 3STAGE 4Action: Glassdoor Job SearchAction: Glassdoor Reviews & RatingsCandidate InterestAction: Glassdoor Interview ReviewsEvaluationAction: Glassdoor Benefits & SalariesSTAGE 5Closing the CandidateAction: Onboarding3 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
INTRODUCTIONWhy Recruiting Is DifferentToday Than in the PastThanks to record low unemployment, recruiting is morechallenging than ever before. The number of unfilled jobopenings nationally reached a record 6.1 million this year.1And it’s taking employers longer to get through the hiringprocess. In a healthy economic climate like this, smarthiring decisions are critical.After all, people have more choices than ever before whenit comes to deciding where to work. And because ofGlassdoor, candidates are more informed, which meansthey can self-select for (or against) coming on board withyour company before you even have a chance to engagewith them.It’s essential to build the kind of candidate engagement process that will meet your currenthiring needs while also nurturing passive candidates. Jobvite specifically focuses on ensuringthat each candidate is engaged with your unique brand — from the first time they view yourcareer website to the first day they walk through the company’s front doors. Because it’sharder than ever to recruit, you want to make sure you have a strategy for engaging with everycandidate at every stage, whether or not you’re ready to hire.BONUS POINTSIt’s all about building a database of interested candidates thatyou can own and source from. For example, Jobvite gives recruitersthe ability to create talent pools from an existing database of qualifiedcandidates, so that when a great opportunity does arise, recruiterscan identify a suitable candidate quickly and efficiently.1. Source: BLS “Job Openings and Labor Turnover Survey”4 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
INTRODUCTIONContinuous Candidate EngagementContinuous Candidate Engagement is a candidate-centric recruiting model thatencompasses both technology solutions and strategies to engage candidates atthe right time, in the right way, at each stage of the expanded candidate journey.Candidate Experience vs.Candidate EngagementCandidate Engagement:Series of interactions you havewith a candidate. Engagementis within your control.As the graphic below shows, today’s job seekers don’t experience their search forwork in a linear fashion. Understanding the modern candidate’s journey meansyou’re better able to provide high quality candidate engagement that’s fast andflawless at every stage.Candidate Experience:How a candidate feels aboutthose interactions and theimpression they have aboutyour brand. It’s up to you toinfluence candidate experienceso they stay in your ecosystem.To achieve that type of candidate engagement, though, you’ll need to incorporatenew levels of automation (e.g. AI and machine learning), so you can spend moreof your time on the human, strategic work — the meaningful moments that drivebetter, faster outcomes.Modern Recruiting Must Go Beyond Current Strategies and Solutions1OLD SCOPEAdministrative EfficiencyStraightforward: “post and pray”ApplyQualifyInterviewHireNEW SCOPEQuality and SpeedEmployerBrandingEngagement: “first look to first nt PoolsRECRUITMENT IRING EXPERIENCEPreboardingHireOnboardingNEW HIRE ENGAGEMENT1. Source: Jobvite, Continuous Candidate Engagement eBook pg 7.5 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE Closing6 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 1: AwarenessRecruitment MarketingRecruitment marketing incorporates every tacticthat a talent acquisition team uses to draw qualifiedcandidates into your pipeline. It’s sharing what makesyour company a great place to work in everything fromyour job descriptions to your career site and Glassdoorpresence to bring your employer brand to life.Recruitment Marketing Checklist:RECRUITINGGlassdoorEmployee referralsJob advertising/campaignsSEO-friendly job descriptionsTalent pipelinesEMPLOYER BRANDINGGlassdoorSocial mediaCareer siteBlog postsTECHNOLOGYAdvanced CRMSearchable ATSSourcing toolsAppropriate Boolean listsCONTENT MARKETINGTalent pipelinesEmail/Drip campaignsJob advertising campaigns7 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 1: AwarenessThe Impact of Brandingon RecruitingAn essential component of any recruitment marketing strategy,an authentic, well-defined employer brand, helps you attractand retain quality talent by enabling you to stand out from thecompetition and build credibility with job seekers.35% of hiring decision makers will increase theirinvestment in employer branding in the next 12 months.1When making a decision on where to apply for a job,84% of employees/job seekers say the reputation ofa company as an employer of choice is important.2Job seekers are 2x more likely to apply when a jobincludes employer branded content.35 Steps to Make Your Employer Brand Irresistible on Glassdoor:1Sign up for a Glassdoor Free Employer Account and brand your company page.2See candidate demographics, and understand how they engage with your jobs andcontent on Glassdoor.3Customize your profile with a “Why Work For Us” tab.4Broaden your recruiting search with Jobs Spotlight display campaigns.5Benchmark against the competition: profile traffic, employee and interview ratingtrends, benefits and more.1. Source: Aptitude Research Partners, 2017; 2. Source: Glassdoor Harris Poll, April 2017; 3. Source: Glassdoor Internal Data, September 2016 - March 20178 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE ConsiderationClosing9 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 2: Candidate ConsiderationWarming the Pipeline andGenerating InterestProviding valuable content through social media and Glassdoorkeeps people in the pipeline warm and generates interest.With peer influence stronger than ever, it’s critical to leverageemployee stories everywhere you can.Additionally, a branded career site is also critical to both keepingthe pipeline warm and generating candidate interest. After all,your career site is a place to not only educate candidates aboutyour company but also to make a lasting first impression. Enablegeneral applications so that even if a candidate doesn’t finda perfect fit at that moment, they can still be continually nurtureduntil the right job opportunity presents itself.30%of hires come directly from your career site, according toJobvite. So it’s crucial to use your career site as a tool to notonly build talent pools, but attract and retain candidates.1BONUS POINTSLeverage company stories to bring your company culture to lifeand fuel your recruiting. Employee stories are an authentic way toreiterate your company’s high-level messages and emphasize themon a gut level. Watch 10 inspiring company videos featured onGlassdoor company profiles for inspiration.1. Source: Jobvite 2018 Recruiting Benchmark Report10 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 2: Candidate ConsiderationThe New Etiquetteof OutreachThanks to evolving technology, the workplacehas become more transparent than ever. Yetdespite this shift, many candidates still complainof the “black hole” that exists within theapplication process.Talentboard reportsthat more than 50%of job applicantsnever hear back aboutany steps, even after2-3 months.If you promote a culture that values transparency, but still have a recruiting process thatleaves candidates in the dark, it doesn’t work. Every touchpoint is an opportunity to nurturea candidate and set up a relationship that encourages and improves retention.Creating a unified multi-touch applicant trackingsystem is key to ensuring that candidate applicationsdo not fall into a black hole.By having a transparent application and interview process,candidates are informed of their status at every step of the way.For example, the Jobvite ATS logs every instance of an email orphone exchange with the candidate, whether it be the hiringmanager, recruiter or otherwise, to help ensure that candidatecommunication is not falling through the cracks.Furthermore, at each step of the interview process, the hiring teamcan see what actions need to be taken, including providing feedbackon a candidate’s resume, interview, etc., to also ensure a transparentand timely recruiting workflow.11 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 2: Candidate Consideration4 Ways to LeverageMission-Driven Languageto Get ApplicantsA consistent mission inspires passion in employees,whether or not their job relates to creating the coreproduct. Here are four ways your company can attractinformed candidates with your mission and purpose:1Show how each job fulfills the mission.2Tell customer stories.3Differentiate with your mission.4Find out why employees stay.Candidates will have an easier time of getting on board withyour mission if they understand how the job fulfills it.By sharing stories of happy customers, prospective employeescan see how their work will contribute to the whole.A compelling mission that’s tailored to each job listingattracts informed candidates with similar values.Start with Glassdoor reviews, employee surveys, and internalfocus groups to find common threads.12 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE InterestClosing13 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 3: Candidate Interest7 Tricks to SparkFurther Interest inHard-to-Fill RolesFor hard-to-fill positions, content is critical torecruiting the right people.J&J Shine, Johnson & Johnson’s custom-builttalent acquisition platform, for example, servesjob seekers with stage-specific content andcareer advice, as well as content from thecompany to help nurture candidates whereverthey’re at.Here are seven ways your company can nurture candidates for hard-to-fill roles with content:12Monitor job performance.Use your Glassdoor Employer Center to see what prospective candidates areclicking on and applying for. Any drop-offs or gaps in interest can help identifywhere you need better content.Encourage employee referrals.According to ERE, employee referrals are the most powerful source of findingquality candidates — especially for hard-to-fill roles. They typically close quicker(#1 in time-to-fill) and stick around longer.The Jobvite 2018 Recruiting Benchmark Report also shows thatreferrals are 4X more effective, when compared to the average acrossall hire sources.14 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 3: Candidate Interest3Get smart with content marketing.4Revise your job descriptions.By creating and publishing unique and interesting recruiting content that matters to yourprospective candidates, you can build your reputation as an employer of choice, generate andcapture interest in your organization, and help applicants find your company easily online.Use attractive language that highlights the benefits and rewards of working at yourorganization. And be sure to include links to your company’s social media accounts andGlassdoor profile.Hiring decision-makers say tactics to recruit passive candidates are less effective.79% of hiring decision makers report a concern or challenge in attracting andhiring passive candidates as they have grown weary of contact through networkingsites (e.g. LinkedIn) and respond at a much lower rate.15Don’t go unicorn hunting.6Focus on college recruiting.7Look Inside.Align with the hiring manager to set expectations on what an ideal candidate would looklike — what are need to haves vs. nice to haves? Make sure you’re not setting the bar toohigh. Read the job description and ask yourself: Is this job realistic? Do I know people likethis who really exist? Is this job description inviting to my target candidate?Implement job shadowing programs for high school students, create internship programsfor high school and college students, participate in college recruiting, and hire as manyentry-level grads as possible.Often times we have a pool of great candidates that may have made it to the final roundsof interview, but are not quite right for the role at that time. Don’t lose these candidates!Instead tag them accordingly, so that when a new role does open up, you’ll have a qualifiedcandidate ready to go.1. Source: Aptitude Research Partners, 201715 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE nClosing16 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4: EvaluationEvaluation ChecklistAt this point, you shouldn’t have to focus on tellingcandidates why your company is a great place to work —they’ll have already picked up on that. You want to engagewith the candidate by providing a valuable interviewexperience that keeps them in the loop.Send an initial confirmation email with an overview of what to expect.Reaching out and demystifying the process goes a long way toward making candidatesfeel at ease and happy.Provide consistent feedback throughout the interview process.Rather than “going dark,” remember to close the loop with every applicant who reachesout by following up on each interview appearance.Make sure your interview process isn’t just a heavy-handed screening.Go beyond checking off boxes, and conduct behavioral interviews to determine howa candidate’s past performance supports your company’s future needs.Assign different interviewers specific questions.Ensure that all members of the hiring team are communicating with each other effectively,so questions are not unnecessarily repeated.Let your interview team do the heavy lifting on the sell.At this stage, it’s not about selling the company — it’s about selling the specific team andthe specific projects owned by that team. Encourage the hiring manager to share photos orvideos featuring the team they would be joining.17 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4: EvaluationInterview ConfirmationEmail ChecklistReaching out and demystifying the process goesa long way toward making candidates feel at easeand happy, a feeling that will stay with them howeverlong they stay in the funnel stage.Overview of what you should include in your outreach message:A warm opening line like this: Hi, [first name], I’m happy to let you know thatI’ve finalized your interview arrangements. Please take a moment to reply tothis email so I know you’ve received this information and that we’re confirmed.Date and time of the confirmed interview, including time zone especiallyif the interview is by phone or video conference.A direct-line phone number to call if the candidate is running late.Any specific tips or friendly reminders that relate to the meeting. If this is anin-person meeting, it might include details about where to park. If this is a callor video conference, it might be a reminder to find a quiet environment anduse a reliable phone line.Some notes on how to prepare specifically for this interview, including a linkto your company’s Glassdoor profile, links to any recent exciting news aboutyour company, and links to any other online resources that might help thecandidate feel ready.Closing remarks including notes about your diversity and inclusion policy,making sure that the candidate feels comfortable asking for accommodationsif they have a disability.Sign off using your first name, and let the candidate know that they arewelcome to reach out with any questions.18 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4: Evaluation5 Screening Questions toEnsure Nothing is MissedHere are five interview questions that will help youidentify quality candidates in a short amount of time.1INTERVIEW QUESTION: What’s your availability for this job?WHAT TO LOOK FOR: The candidate’s expectations for hours,location and availability should be in line with what your company isoffering. Guide the conversation to the candidate’s preferences foronsite versus remote work, expected hours per day and yearlyvacation and benefits to get a sense of what is negotiable andwhat is not.2INTERVIEW QUESTION: What attracts you most about this position?WHAT TO LOOK FOR: What attracts the candidate to the jobshould be in line with your vision for the job. If it’s not, the prospectivehire will likely get frustrated or bored with the position and decide tomove on in the future.3INTERVIEW QUESTION: What was the best thing about your last job?WHAT TO LOOK FOR: Answering this question requires candidatesto assign value to the experience they had in their last job. Look forcandidates who loved something about their last job that they can alsolove about the new job — similar tasks and goals, a comparable teamdynamic, etc.19 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 4: Evaluation4INTERVIEW QUESTION: What was the worst thing aboutyour former job?WHAT TO LOOK FOR: Even if a candidate is coming fromthe worst job in the world, a prospective hire with poise anda positive attitude will be able to answer in a productive way.Look for evidence of understanding complex problems withinthe industry or an ability to overcome challenges.5INTERVIEW QUESTION: How would you solve this problem?WHAT TO LOOK FOR: It’s not always realistic to thoroughlytest a candidate’s technical skills or arrange for a trial project.But you can ascertain how a candidate approaches a commonproblem they might experience on the job. Whether they answerthe question correctly or not, you’ll still gain insight into howthey communicate and solve problems.BONUS POINTSWhen you find a great candidate, but there is no current open rolethat’s an exact fit, be sure to keep them in a calendar that tracksoutreach, and follow up regularly. And when you find the rightcandidate for a current role, you want to close the deal. With all thetime and energy you and your team have invested, it’s time to geta signature of acceptance. Take advantage of the checklists andtemplates in our Guide to Closing Candidates that walk you throughthis critical final stage.20 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 5AwarenessConsiderationInterestEvaluationClosing theCandidateClosing21 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
STAGE 5: Closing the CandidateBuilding a Relationship forLong-Term SuccessOnboarding is pivotal to get your new employee up to speed andproducing at a high level, but it is even more important for the newhire to feel like the company is investing in them to be successful.Here are a few tips to help you get it right:Confirm source of hire. This will be a powerful metric whenanalyzing hiring strategy and retention for years to come.Spread the paperwork out over a few days. Or better yet,send it to them ahead of time, so they can hit the groundrunning on the first day.Have members of the team reach out to them ahead of theirfirst day to welcome them, and provide an agenda for theirfirst week ahead of their first day.On their first day, welcome them with a gift and a handwrittencard signed by every member of the team. And include time foryour new hire to socialize with their team.Ask new hires to write a Glassdoor review about yourinterview process.BONUS POINTSCheck in with new hires at 30-, 60- and 90-day intervals tosolicit feedback on how satisfied they are with the company andhow confident they are that they made the right decision tocome on board.22 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
RECAPQuick Content Hacks for the Candidate JourneyContinuous candidate engagement requires building and nurturing a steady cadence ofcommunication, but it doesn’t have to be hard. Use the quick checklist below to make sure thereare no gaps when you implement — and scale — an authentic and human continuous candidateengagement program at your company.Engage in comprehensiverecruitment marketing.Use Jobvite for a unified multi-touchapplicant tracking system.Leverage Glassdoor events, referrals, jobmarketing, mobile recruiting, talent networks,social media, career site, CRM, recruitmentautomation, and email lead nurturing to attractthe right candidates to your company.This approach ensures that candidate applicationsdo not fall into a black hole.Leverage mission-driven language.Use Glassdoor Jobs Spotlightto broaden your recruiting search.Craft job descriptions thoughtfully to attractpeople who feel passionately about the overarchingpurpose of your company and the role they willplay in carrying out that vision.Display campaigns allow you to target your employerbrand and open positions to the candidates you wantto hire that may not already be aware of you.Provide consistent feedbackthroughout the interview process.Make your employer brand irresistible.Personally shepherd the candidate through achallenging, thorough and delightful experience.Sign up for a Glassdoor Enhanced Profile andbrand your company page.Respond to your reviews on Glassdoor.Make a regular practice of closing the feedbackloop on both positive and negative reviews.Onboard every new hirecomprehensively.Be sure they feel confident that your company isinvesting in them to be successful.23 Candidate Engagement at Every StageCopyright 2008–2018, Glassdoor, Inc. “Glassdoor” and logo are proprietary trademarks of Glassdoor, Inc.
About JobviteJobvite is leading the next wave of recruitment innovation with ContinuousCandidate Engagement (CCE), a candidate-centric recruiting model that helpscompanies engage candidates with meaningful experiences at the right time, in theright way, from first look to first day. The Jobvite Platform infuses automation andintelligence into today’s expanded recruiting cycle to increase the speed, quality,and cost-effectiveness of talent acquisition. Focused exclusively on recruitingsoftware since 2006 and headquartered in San Mateo, Jobvite has thousands ofcustomers including LinkedIn, Schneider Electric, Premise Health, Zappos.com, andBlizzard Entertainment. Jobvite was named a leader in the in the “Forrester Wavefor Talent Acquisition, Q3 2015,” and a leader in IDC’s MarketScape: WorldwideModern Talent Acquisition Systems 2017. To learn more, visit www.jobvite.com andfollow us @Jobvite.For more recruiting resources and candidate engagement best practices, visitwww.jobvite.com/resources for the latest guides, whitepapers, and webinars, orreach out directly to us at recruit@jobvite-inc.com.About GlassdoorGlassdoor is one of the largest and fastest growing job sites in the US today.1Set apart by the tens of millions of reviews and insights provided by employees andcandidates, Glassdoor combines all the jobs with this valuable data to make it easyfor people to find a job that is uniquely right for them. As a result, Glassdoor helpsemployers hire truly informed candidates at scale through effective recruitingsolutions like job advertising and employer branding products. Launched in 2008,Glassdoor now has reviews and insights for approximately 700,000 companies inmore than 190 countries.2 To stay up to date on employer-related news, industrytrends and hiring tips, visit the Glassdoor for Employers Blog.To get involved in the conversation on Glassdoor andstart managing and promoting your employer brand,Claim Your Free Employer AccountTo get involved in the conversation on Glassdoor and start managing and promoting your employer brand,email employers@glassdoor.com, call (415) 339-9105 or visit www.glassdoor.com/employers.For the latest in recruitment marketing tips, best practices and case studies, follow us on Twitter: @GDforEmployers.1. comScoreMedia Metrix, September 2017; 2. Source: Glassdoor Internal Data, September 201724 Candidate Engagement at EveryStageCopyright 2008–2018,Glassdoor,Inc. “ Glassdoor” “Glassdoor” andand logotrademarksof Glassdoor,Inc. Inc.Copyright prietarytrademarksof Glassdoor,
In this guide, Glassdoor and Jobvite team up to show recruiters how to adopt a candidate-centric recruiting model. Jobvite calls this new model of recruiting Continuous Candidate Engagement (CCE) and it focuses on delivering a unified candidate experience that both excites and delights the candidate — from first look to first day.
