The new candidate journey – Talent Talk with Dr. Martin Heibel
In the last edition of Talent Talk, we interviewed Roman Dykta of KPMG on current developments in personnel marketing. This quarter, we had our CEO, Dr. Martin Heibel, discussing the necessary changes for the Candidate Journey and offering helpful tips for implementing these changes. Here we go:
You can also find the text version of the interview below:
What characterizes the (new) Candidate Journey?
Until now, the candidate journey has been understood as the management of the candidate experience via application process – beginning with the submission. The new approach of the candidate journey is to accompany candidates from the moment of the first contact and before delivering any submission. The opportunities to contact candidates early on are enormous – months, perhaps years before they would likely apply, due to the vast array of options that businesses have to communicate. Candidate sources include university fairs, virtual contacts in social media, and career websites.
Why is an extended Candidate Journey important for organizations?
Unfortunately, the issue that can be observed in many corganizations nowadays is that contacts are generated with a lot of resources commitment in personnel marketing. Good people are aware of the company, but contact can be lost because there is no regular inclusion in a Candidate Journey. To avoid this, companies need to start a systematic talent relationship management.
How can companies make the candidate journey more effective?
In order for companies to manage their candidate journey, it is helpful to define and implement engagement measures in three steps:
Relationship management begins with identifying contacts that should be included in an engagement program. So, in the first instance, ask yourself – Which contact points provide good opportunities, on what occasions and what profiles?
In the second step, it is important to adapt the candidate journey to the target groups by offering students and professionals a different kind of experience, because they both have very different perceptions for their future employers. So, you need to deliver them different insights about the organization. This information also needs to be communicated at the right time.
In the third step, it is important that the candidates’ previous experience is regained in the application processes. That is, connecting the process from company awareness, to your submission, to your entry.
In conclusion, businesses that succeed in managing the candidate journey have far higher chances that the right candidates apply, due to the fact that they are closer to the right candidates than competitors that have not invested in the Engagement process.
Thank you for the interview on the Candidate Journey, Dr. Martin Heibel!
The talent talk series continues in the next quarter.