Today’s applicants are well-informed, critical and demanding. You don’t want standard phrases in job advertisements or on company websites, when you look for pilot resume. Much more important is a real and honest look behind the scenes of the company. Potential new employees have clear expectations of how an employer should present itself in online channels. Above all, it is important to you to communicate with applicants at eye level.
The most important source of information in applicant communication – the career website
Almost half of students visit employer evaluation platforms. Employees use this to rate current and former employers. These portals are an important source of information for potential applicants. You get an authentic insight from employees and other applicants. This is important because career websites often lack this authenticity and honest information. For this reason, more and more companies are creating additional transparency with short videos of individual employees on their websites and on YouTube. Specific positions, programs for trainees and further education as well as fields of work can be presented more comprehensively.
The career website plays the most important role as a source of information in the overall context.
Applicants expect real information:
• on the company philosophy
• on the company’s values
• on development opportunities and
• the compatibility of job and private life
This also includes communication on an equal footing with the potential new employer and a real insight into the corporate culture and future day-to-day work.
The Dont’s of applicant communication
Mostly reality sees but different. Application tips are too general. There is little space for personal information and too little transparency . Applicants expect run-of-the-mill phrases and beautiful stock images as well as standardized job advertisements on the career pages. On the other hand, you expect personality and cultural fitness from the applicant.
After visiting the career website, around 60 percent of potential applicants do not know whether their profile fits the requirements of the company and whether it makes sense at all makes to apply.
Seamless communication is also important to applicants: Confirmations of receipt are great, but are not enough on their own. If a candidate is out of the question or if the process is completed, then a rejection must also be sent or the applicant must be promptly informed of the status of his application. Not registering at all is not an option and is not welcomed by applicants. That casts a bad light on the company. Regardless of this, the company’s employer brand is also damaged.
Another no-go for potential employees: Outdated technology for online applications. Many companies offer forms that are around ten years old and often have the following problems:
• Complicated and confusing input masks
• Missing or limited options for saving data
• Missing or limited Options for uploading documents
In addition, the lack of mobile optimization is a minus point in terms of applicant communication. And not only for online applications, but also for your own career page. Digital natives in particular are frustrated. Around 39 percent have already canceled an application process due to technical problems.
The do’s in applicant communication
Not only digital natives, but all applicants have special expectations and wishes when it comes to approaching applicants and the application process. Offer potential employees more personal contact and exchange . Provide specific information on the stages of the application process. Addressing people via social media is also becoming increasingly important and promising. Use language that is casual, but still appropriate to the company. You can also use real pictures from everyday work and specifically address the preferences and wishes of potential employees. The best way to find out what exactly these are in questionnaires and conversations with new employees and applicants.
Breaking new ground: Videos for authentic applicant communication
To the To adapt applicant communication to the new requirements and circumstances, processes must be re-planned and implemented. More and more companies are already breaking new ground in applicant communication . For example, they present themselves on Instagram, watchadoo, Snapchat and Co. or offer the option of mobile video advertising. These videos can be viewed by a defined group of users and rated according to a standardized catalog of criteria. A ranking of the candidates can be derived from this, which you then invite to an on-site interview. That saves a lot of time and money. Both for you as a company and for the applicants. Well-known companies such as Computa Center, Manpower or Allianz have already recognized this and are already successfully using video applications.
But not only applications via videos are an authentic and modern way of communicating with applicants. The external presentation of the company via video also brings plus points . Companies can present themselves as a friendly employer; present their employees and the work environment emotionally and comprehensively. This scores with potential employees and has a positive effect on the employer brand. In addition, it is barrier-free, because even applicants with poor reading skills are addressed through videos.
Conclusion
Direct, transparent, authentic and appreciative applicant communication is essential to win in the “War for Talents” . In addition, modern applicant communication creates a lasting and positive effect for your employer brand. Now make the necessary changes. Because more and more applicants are digital natives who value authentic, honest and creative companies.
So rely on entertaining, emotional and, above all, informative content. Use new ways such as social media and apps, for example for application via video, in order to pick up and win over the new generation.