As businesses navigate the current climate of skill shortages and subsequent challenges around recruitment, creating a positive candidate experience for job applicants continues to be key to gaining a competitive edge and attracting the best talent.

Yet, too many companies are missing the mark when it comes to creating a user-friendly job application process for candidates – and are missing out on great new recruits as a result.

At Resource Solutions, we carried out an extensive research study this year, auditing 100 UK companies across nine industries, and unearthed several compelling insights around the real ‘candidate experience’ for jobseekers right now. Drawing on these findings, I’ve outlined five key takeaways for businesses, which hold the potential to redefine the candidate experience.

The need for speed

In a world that’s accelerating at breakneck speed and where convenience is king, the recruitment process can no longer afford to drag its feet. Our research revealed that an average application process takes four minutes and 42 seconds, requiring as many as 40 clicks and 24 mandatory fields. These figures are daunting for jobseekers yearning for streamlined application processes to match their busy schedules and consumer expectations.

Mandatory account and user login creations at the start of applications can extend the process duration by over half the time, made worse when a two-factor authentication is involved.

It’s time for businesses to shed the weight of lengthy applications and sprint towards swift, efficient processes.

Transparency: A non-negotiable

Transparency is no longer an optional ingredient in the recipe for a stellar candidate experience – it’s non- negotiable. Glassdoor found that 75% of workers are more likely to apply for a role if it includes a salary range, and 88% see transparency around benefits as a key decider in accepting a job offer.

Yet our own findings show that only 5% of advertised roles are disclosing any form of salary, and a mere 3% are transparent about salary, benefits and working patterns. This indicates a disconnect between what candidates expect versus what they are presented with during their job search.

While some states in Australia and the US have gone as far as making pay disclosure a legal requirement, it’s clear there is a long way to go when it comes to transparency in the UK job market.

Perception: Silent game-changer

Brand perception – including company reputation, its communication style, and its commitment to diversity & inclusion – is often overlooked within the job application journey.

Yet a survey conducted by LinkedIn found that 75% of jobseekers consider a company’s employer brand when deciding whether to apply for a job; how companies interact with and convert candidates throughout their application process plays a big part in this.

Our own research found that only 56% of companies inform candidates about the outcome of their application within four weeks of receiving it. It is clear that organisations have considerable work to do to improve their communication style and improve brand perception throughout the application process.

Organisations must critically examine their current practices and take decisive steps towards creating a positive candidate experience. As we continue to break new ground in 2023 and beyond, let us strive to create a recruitment landscape that values and prioritises the candidate's experience. After all, talent is a company’s most valuable asset.

Power Points

1 Speed up

Strive to streamline your application process, ideally keeping it to a swift three minutes or less. Let candidates apply first, then offer them the option to create an account, giving them control over the process and potentially cutting down application time significantly. The race against the clock has begun and lagging behind could mean losing out on top talent.

2 Be transparent

Businesses need to create a trust-based relationship with candidates by being open about the details that matter to them – compensation, benefits and working patterns. A transparent approach can not only enhance your employer brand image but also ensure that candidates are fully aware of what they’re signing up for.

3 Enhance brand perception

Companies need to recognise the importance of brand perception in the application process – it’s a silent game changer. They must strive to communicate effectively, maintain a positive image, and keep candidates informed about their application status. During our audit, it was surprising to see that nearly 30% of organisations did not have a diversity disclosure mechanism in their application process.

4 Communicate

Good communication is equally crucial in creating a positive candidate experience. Avoid ‘ghosting’ candidates and keep them informed at every step of the process. Use the power of technology to automate and personalise communication during the hiring process. Remember, the way a company communicates during the application process is often seen as a reflection of their future communication.

5 Champion diversity

Showcasing your commitment to diversity & inclusion can enhance your employer brand and appeal to a broader range of potential candidates. Make a point to include diversity disclosure mechanisms in your application process. It’s not only beneficial for data collection but also signals your commitment to a diverse and inclusive workplace.

Image credit | IKON