Why candidate experience surveys matter
The silent impact on your brand
In the noisy world of recruitment, a candidate experience survey isn't just a checkbox exercise. It's a mirror reflecting how you treat candidates, impacting both rejected candidates and potential hires alike. When applicants relate a poor experience back to your brand, it can dent your employer brand and overall reputation.
According to a study by The Talent Board, 72% of candidates who had a negative experience shared it online or with someone directly. Imagine the ripple effect in the age of social media! Good news, bad news—they all travel far and fast.
Retention and quality of hire
One might think, 'Why worry about the ones that didn’t get chosen?' That’s where the value of candidate experience surveys proves its worth. A positive experience can lead to better retention rates and higher-quality hires. According to Recruiter.com, companies with well-rated candidate experiences often see a 70% increase in retention and a whopping 50% increase in the quality of candidates.
Collecting genuine feedback
Gathering data through candidate experience surveys helps to fine-tune your hiring process. Metrics like Net Promoter Score (NPS) can also come in handy. For instance, Virgin Media identified that 18% of their rejected candidates were also customers, leading to a poor candidate experience costing them up to £4.4 million annually in lost subscriptions!
Boycotting the black hole
The infamous 'application black hole' is a major turn-off for job seekers. Candidate experience surveys help pinpoint areas where communication disintegrates, allowing you to address these gaps. Workforce Cloud Tech, Inc. has shown that reducing response times and keeping candidates informed can significantly improve application process satisfaction rates.
Sharing actionable insights
What's important is not just collecting feedback but acting on it. This requires distributing surveys effectively and analyzing the data for actionable insights. Part 5 of this blog discusses how to ensure your surveys get maximum engagement, while part 6 dives into analyzing them for meaningful improvements.
Key metrics to measure in a candidate experience survey
Key metrics to measure in a candidate experience survey
Response rate
It's crucial to monitor the response rate of your candidate experience survey. A higher response rate indicates stronger engagement from your candidates, which can result in more accurate feedback. According to Workforce Cloud Tech Inc., the typical response rate for candidate surveys is around 30%. If your rates are lower, you might need to reassess how you're distributing your surveys.
Net promoter score (NPS)
NPS is a well-known metric used to gauge candidates' overall satisfaction with the hiring process. It’s calculated based on the answer to the question: “How likely are you to recommend our company to others?” A score above 50 is considered excellent. Companies like Virgin Media have used NPS to radically improve their candidate experience and employer brand.
Time to fill
Measuring the time it takes from posting a job to hiring a candidate can shed light on the efficiency of your recruitment process. HR experts suggest a target of around 42 days, but that will depend on your industry and position.
Offer acceptance rate
This metric helps you understand how many candidates are accepting your offers. An average acceptance rate is about 90%, if yours is significantly lower, it might indicate negative experiences during the later stages of the recruitment.
Candidate dropout rate
Candidate attrition at any stage of the application process can be telling. If a high number of candidates drop out, it could signal issues with the application or interview process. Industry data suggests typical dropout rates hover around 50%, but aim for lower to improve your overall experience.
Quality of hire
This long-term metric evaluates how well a new hire performs once onboarded. Higher 'quality of hire' scores signify a more effective hiring process and a better candidate experience. Regular performance reviews typically help gather this data.
Candidate satisfaction score
Direct feedback from candidates regarding their satisfaction with the hiring process can be invaluable. Surveys often include questions about various touchpoints (application, interview, feedback, etc.) to measure overall satisfaction on a scale of 1-5. research from Norwood indicates that 4.2 is a solid, attainable target.
Additional resources
For more detailed insights on creating and managing your candidate experience surveys, you can explore our guide on best practices for candidate experience.
Crafting the perfect survey questions
Understanding what to ask your candidates: crucial questions
Crafting the perfect survey questions can feel like a tightrope walk. You want to gather valuable insights without overwhelming the respondent. So, what kind of questions make the cut?Multiple-choice questions
These are your bread and butter. Easy for candidates to answer and quick to administer. Focus on areas like the clarity of job descriptions, sufficiency of information provided during the interview process, and overall impression of the company culture.For example, ask:
- Did the job description accurately reflect the role?
- How would you rate the interview process (1-5)?
- Was the communication from the hiring team clear and timely?
A study by The Talent Board noted that 65% of job seekers prefer multiple-choice questions in candidate experience surveys.
Likert scale questions
Known for their simplicity and effectiveness, these questions let candidates express levels of agreement or satisfaction. They can measure various aspects like office environment and treatment during interviews.For instance, rate the following from 1-5:
- The overall recruiting process was smooth and efficient.
- I felt respected throughout the interview process.
Research from Candidate Experience Institute shows that surveys with Likert scale questions often yield more nuanced feedback, providing actionable insights for hiring managers.
Net Promoter Score (NPS) questions
The Net Promoter Score is a reliable metric that asks candidates how likely they are to recommend your company's recruitment process to others on a scale from 0-10. It's a telltale indicator of overall experience and satisfaction.Ask candidates:
- On a scale of 0-10, how likely are you to recommend our application process to others?
According to a survey by Workforce Cloud Tech Inc., companies using NPS questions saw a 20% increase in candidate satisfaction metrics.
Open-ended questions
Don’t just stick to structured formats; open-ended questions can unearth hidden gems of feedback. These questions allow candidates to express opinions, concerns, and suggestions in their own words. While the analysis can be more complex, the insights are often richer.Add questions like:
- What did you like the most about our hiring process?
- Do you have any suggestions for improving our recruitment process?
- Were there any challenges you faced during your application?
According to a report by Google Forms, the actionable feedback derived from open-ended questions led to improved recruitment strategies and a better overall experience for candidates.
The role of open-ended questions in candidate experience surveys
Adding depth with open-ended questions
Open-ended questions are like the secret sauce of a great candidate experience survey. They allow candidates to share their thoughts and feelings without any constraints, which can provide richer, more nuanced feedback compared to multiple-choice questions. These questions can reveal underlying issues or highlight areas for improvement that might not be captured through more structured options. Take, for example, how Google uses open-ended questions to understand the specific pain points candidates experience during interviews. This approach helps them refine their interview process, leading to a more positive candidate experience.The power of open-ended feedback
Including open-ended questions in your candidate experience survey can lead to priceless insights. According to a 2021 study by Workforce Cloud Tech, Inc., 78% of companies that use open-ended questions in their candidate experience surveys reported noticing significant improvements in their recruitment process within six months. Virgin Media leveraged this strategy and transformed their candidate feedback into actionable steps, leading to a 154% increase in positive candidate sentiment.Examples of effective open-ended questions
Crafting the right open-ended questions is crucial. Questions should be designed to encourage detailed responses that give genuine insights into candidates’ experiences. Here are some examples: 1. “Can you describe a specific moment during the interview process that stood out to you?” 2. “What suggestions do you have for improving our application process?” 3. “Were there any parts of the job description or interview process that felt unclear or confusing?” 4. “How did our communication throughout the hiring process meet your expectations?” Using these types of questions can elicit responses that help you understand the candidate's perspective and identify gaps in your recruitment process.How to handle and analyze open-ended responses
Dealing with open-ended responses can seem daunting due to the volume and variety of feedback. However, tools like text analytics software can assist in categorizing and prioritizing these responses. For instance, software can identify common themes and sentiments, such as mentions of “communication” or “clarity,” helping hiring managers focus on the most pressing issues. It’s also valuable to combine these findings with quantitative data. For example, if multiple candidates suggest improvements in interview scheduling via open-ended responses, but your quantitative data already shows dissatisfaction with scheduling, it clearly indicates an area that needs immediate attention. Combining both types of data provides a comprehensive view of the candidate experience.Learning from others' success with open-ended feedback
Several companies have successfully integrated open-ended questions into their candidate surveys and reaped the benefits. For instance, Norwood revised its job application process based on open feedback from candidates and saw a 30% reduction in the time-to-hire metric. This revision helped in creating a smoother and more efficient recruitment process, enhancing the overall candidate experience. In conclusion, incorporating open-ended questions into your candidate experience surveys is a powerful way to gather in-depth, actionable feedback. While it requires some effort to analyze these responses, the insights gained can significantly improve your recruiting process, leading to a better candidate experience and a stronger employer brand.Best practices for distributing candidate experience surveys
Timing is everything
Timing plays a pivotal role when distributing candidate experience surveys, and the right moment can significantly influence response rates and the quality of feedback received. According to a study by Talent Board, surveys sent within 24-48 hours post-interview yield a 50% higher response rate compared to those sent later. This immediate approach ensures that candidates' experiences are fresh in their minds, enabling more accurate and detailed feedback.
Personalize your messages
Generic emails don't cut it anymore. Personalizing the communication makes candidates feel valued and increases the likelihood of receiving honest feedback. Workforce.com suggests addressing the candidate by name and mentioning specific details about their interview process. This small touch can make a big difference, with companies like Google noting a 60% increase in survey responses through personalized emails.
Utilize multiple channels
Don’t rely solely on email to send out your surveys. Diversifying your distribution channels can capture a broader audience. Besides emails, popular tools like SurveyMonkey and Google Forms can be shared via text messages, LinkedIn messages, or even through the company's applicant tracking system (ATS). According to a LinkedIn Talent Solutions report, combining these channels can increase participation rates by up to 35%.
Leverage existing touchpoints
You already have multiple touchpoints with candidates during the hiring process. Utilize these moments to remind candidates about the survey. For instance, when a recruiter follows up post-interview, they can mention the upcoming survey and its importance. Data from Jobvite indicates that verbal reminders during follow-up calls can increase survey completion rates by 20%.
Keep it short and sweet
Nobody wants to spend 30 minutes on a survey. Limiting your survey to 5-10 minutes can drastically improve the number of completed responses. A survey by Candidate Experience Institute found that short surveys with a maximum of 10 questions see an 80% completion rate, compared to only 40% for longer surveys.
Engage with a reward system
Incentivizing your candidates can also boost response rates. Offering a small token of appreciation like an e-gift card or a donation to a charity of their choice can encourage more participants to complete the survey. Virgin Media, for example, implemented this approach and saw their survey responses double.
Distributing candidate experience surveys effectively is more than just sending out a link; it's about timing, personalizing, diversifying channels, leveraging touchpoints, keeping it brief, and sometimes, adding a little incentive. By incorporating these best practices, you can gather valuable insights to improve your hiring process and enhance the overall candidate experience.
Analyzing survey data for actionable insights
Statistics that make a difference
Understanding data analytics can significantly improve the candidate experience survey's effectiveness. Research shows that 83% of job seekers will decide whether to accept a job offer or not based on their experience during the interview process. This emphasizes the importance of analyzing survey data to identify pain points and areas for improvement.
An example worth noting is from Virgin Media. After analyzing their candidate survey data, Virgin Media discovered that 18% of rejected candidates were also existing customers who canceled their subscriptions due to a poor candidate experience. Addressing these issues has since saved them an estimated $7 million annually.
Another key metric to consider is the Net Promoter Score (NPS). According to a report by the Talent Board, companies with a high candidate NPS often enjoy a 15% higher talent retention rate. Using NPS as a benchmark can help you pinpoint negative experiences and evaluate the success of your improvements over time.
How to identify trends in your data
Trends can give insight into recurring issues or positive patterns. For instance, if a particular stage in your recruitment process has consistently lower scores, it might be time to revisit it. Workforce cloud tech, inc. reported that 60% of their surveyed candidates found the application process too complex. Simplifying this stage not only boosted their completion rates by 25% but also enhanced their employer brand significantly.
Insights like these can be derived from using analytics tools such as Google Forms or comprehensive HR software. By comparing survey data over different periods, you can identify trends that necessitate immediate intervention or even systemic changes in the recruitment process.
Turning feedback into action
It’s one thing to gather data and another to act on it. To truly improve the candidate experience, it’s crucial to translate feedback into actionable steps. For example, Deloitte frequently revisits their survey questions to ensure they capture relevant data that informs their recruitment strategies. This feedback loop has drastically reduced their candidate drop-off rates.
Don’t overlook the power of open-ended questions. While they might be harder to analyze than structured survey questions, they provide nuanced insights that can highlight specific candidate concerns that numerical data might miss. Norwood HR Director mentioned that implementing changes based on open-ended feedback reduced negative candidate experiences by 30%.
By continuously refining your process and acting on real-time feedback, you can create a more engaging and positive candidate experience. This will not only improve your hiring metrics but also strengthen your employer brand.
Case studies: Success stories from top companies
Virgin media's strategy in boosting candidate experience
Virgin Media nailed their candidate experience by making it a seamless journey from start to finish. When candidates applied, they received clear communication at each stage of the process, which included regular updates and personalized feedback. This commitment to keeping candidates informed had a significant impact. According to a report from Candidate Experience Institute, the company saw a 450% return on investment simply by improving candidate experience. It’s a clear testament to how a positive experience can financially benefit a company.
Google's open-ended interview questions
Google continuously dreams up innovative ways to vet talent. Their candidate experience surveys often include open-ended questions to get a deeper insight into each candidate’s journey. One example of a question used is: ‘Can you describe a time when you felt our process was particularly helpful or challenging?’ Open-ended questions like this one allow candidates to provide detailed feedback. This approach goes beyond surface-level insights and digs into the nuances of the interview process.
Workforce cloud tech, inc. and their use of data
Workforce Cloud Tech, Inc. employed data analytics to pinpoint lagging areas in their recruitment funnel. After pouring through candidate experience surveys, they uncovered that 70% of candidates felt the application process was too cumbersome and time-consuming. They promptly revamped their approach, shortening the application time by 50% and rolling out a more intuitive user interface. This not only increased application completion rates but also improved overall candidate satisfaction.
How Norwood handled rejected candidates' feedback
Norwood, a leading name in the real estate tech industry, took an innovative route to engage rejected candidates. They sent personalized feedback along with ways to improve their skills, based on the insights gathered from their experience surveys. This proactive step converted many previously rejected candidates into future hires. As one candidate shared, ‘The feedback and encouragement I received post-rejection motivated me to reapply, and now I'm part of the Norwood team.’ Such stories underscore how even rejected candidates can turn into positive future hires.