SmashFly Transform: Give Them a Candidate Experience They Can't Refuse
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Julia Levy, Talent Acquisition & Recruiting Operations Director at Fiserv, outline what makes the Fiserv candidate experience stellar, from understanding the candidate decision cycle and recruiter and hiring manager to retargeting ads and personalization.
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SmashFly Transform: Give Them a Candidate Experience They Can't Refuse
- 1. GIVE THEM A CANDIDATE EXPERIENCE THEY CAN’T REFUSE
- 2. J ulia Levy Director, Talent Acquisition, Fiserv julia.levy@fiserv.com @RecruitingJulia
- 3. We will cover • The candidate decision cycle • Fiserv’s candidate experience journey • How to inspire candidates to take action
- 4. “Be so good they can’t ignore you” – Steve Martin
- 5. Candidate Decision Cycle •Communication •Follow Up •Re-engagement •Offer Accept •Onboarding •Assimilation •Brand Advocate •Culture Fit •Social Engagement •Realistic Job Preview •Job Postings •Application •Video •Reviews •Brand Recognition •Career Site •Employer Brand •Social Media •Recruitment Marketing •Referrals Consciousness Deliberation DesireAction
- 6. Candidate Decision Cycle •Communication •Follow Up •Re-engagement •Offer Accept •Onboarding •Assimilation •Brand Advocate •Culture Fit •Social Engagement •Realistic Job Preview •Job Postings •Application •Video •Reviews •Brand Recognition •Career Site •Employer Brand •Social Media •Recruitment Marketing •Referrals Consciousness Deliberation DesireAction
- 7. Candidate Decision Cycle •Communication •Follow Up •Re-engagement •Offer Accept •Onboarding •Assimilation •Brand Advocate •Culture Fit •Social Engagement •Realistic Job Preview •Job Postings •Application •Video •Reviews •Brand Recognition •Career Site •Employer Brand •Social Media •Recruitment Marketing •Referrals Consciousness Deliberation DesireAction
- 8. Candidate Decision Cycle •Communication •Follow Up •Re-engagement •Offer Accept •Onboarding •Assimilation •Brand Advocate •Culture Fit •Social Engagement •Realistic Job Preview •Job Postings •Application •Video •Reviews •Brand Recognition •Career Site •Employer Brand •Social Media •Recruitment Marketing •Referrals Consciousness Deliberation DesireAction
- 9. People Talk…A lot • 90% of people are open to a new job – LinkedIn • 65% of sessions don’t start on a home page - TMPWorldwide • 92% of consumers trust referrals from people know – Nielson • Businesses that use marketing automation to nurture prospects results in a 451% increase in qualified leads - ANNUITASGroup
- 11. Fiserv Before Our Journey • Antiquated career site • Job board reliance • Limited metrics • Undefined employment brand • One experience • No insight into candidate behaviors & experiences
- 13. Fiserv’s Progress 1. Training 2. Career site 3. Social media 4. Recruitment advertising 5. Personalization
- 14. 1. Candidate Experience Training TA Team • Talent Advisor • Brand Training • Capstone • Lunch n’ learns Hiring Manager • Online and in-person • Role playing Real world application • Job posting • Gamification • Social CEO Updates
- 17. 3. Social Media
- 18. 4. Recruitment Advertising Retargeting and look–alike
- 19. 5. Personalization • Recruitment marketing platform • Candidate survey • Benefits Alex • Recruiting Coordinator team • White glove onsite interviews
- 20. Our results so far… • Candidate Satisfaction 4.3 of 5 • Process satisfaction 92.5% • Quality of hire 94.3% • Refer a friend -75% • Time to submit actual:8.7 days • 12.5 target • Time to fill actual:40.9 days 6.67 6.67 13.33 73.33 86% candidates “Extremely Likely” or “Likely” to recommend Fiserv to friend or family
- 21. Key Takeaways • Don’t need large budget to have impact • Think like a consumer marketer • Get executive endorsement & tie into goals
- 22. Thank You
- 23. B O S T O N | 2 0 1 6
Editor's Notes
- Give Them a Candidate Experience They Can’t Refuse The candidate journey starts at attraction, not apply. So the big question is: How do you create a compelling candidate experience that converts a lead into a hire? Learn how Fiserv turned recruiting on its head by using unique recruitment marketing efforts to attract rock-star candidates and engage them with a red-carpet experience that is tracked from the point of attraction to apply. The modern candidate is savvy – and it takes research across the different stages of the candidate journey to understand how to engage and nurture them for the right role. Julia Levy, Director of Recruiting Operations, will wow you with insights on how her team used both data and branding to deliver a thoughtful, personalized, top-notch candidate experience that candidates just can’t refuse.
- interest in why people do what they do, if they love what they do. Spend too much time at work to be unhappy. I have worked for well known brands like MetLife, and not known like Assurant and Fiserv. financial services or insurance – I have worked at companies that are very risk adverse and conservative. Those experiences have helped me be successful in implementing initiatives with limited resources or budget or lots of constraints. So now that you know about me, lets talk about what we will cover…
- Candidate Experience is typically talked about via recruiting lifecycle -- job application, interview process and ATS. Today we are going to talk about The Candidate Decision cycle – which takes a consumer approach to candidate behavior. I will share our journey at Fiserv and talk about small steps you can take to inspire candidates to action. Fiserv started our journey with a goal in mind…
- Be so good they can’t ignore you. Great quote because its simple and clear. you can’t be “so good” at something if you are trying to be good at everything. We identified and focused on several key elements of candidate experience and have been working on how to master those elements so that our candidates consciously notice. One thing we decided not to do… boil the ocean. When it came to candidate experience at Fiserv, we looked at companies that did it well through research done by the Talent Board, took time to understand the candidate mindset and insights. One are of focus was to look at consumer behaviors and how candidate behaviors mimic them,
- Candidates make decisions in a similar fashion to consumers. Understanding the decision cycle is important when looking at candidate experience and how you communicate and engage with candidates. A candidate may not be conscious or aware of your brand. For a brand like Fiserv who is not a household name, this is a critical component in our strategy. Pfizer vs Fiserv. How do you build brand awareness? First you have to enter into a persons stream of consciousness. Your consciousness shifting--- my presentation, lunch to be served, your hangover from last night. Candidate behavior is very similar. As an employer you have to make opportunities to become a conscious part of a candidates thought stream. Opportunities arise with your career site, employer brand, social media and recruitment marketing. Your brand and message need to be in front of someone about 7 times before they really become aware of it.
- Once someone is aware of your brand, they will deliberate on it. What factors that influence consumer purchase decisions? Amount of deliberation directly related to importance of purchase. Toothpaste vs New Car. How does this apply to candidate experience? Old way = Job board to Company site to application 24 hours. New way – google, Indeed, LinkedIn, Company Page, Glassdoor, Company page. 12-18 sources- days of deliberation. What if your application takes 30 min – they will deliberate on if they will apply. Are you socially engaging people? Job Previews? Videos? Provide candidates compelling and authentic reasons to engage with your brand.
- Desire, refers to a longing, or wishing for something. Purchasing is seen as being based upon desires, not simply needs. How do you make your employer brand or job opportunity desirable to candidates. What happens if your competitor posts a similar job? A candidate has choices and can become easily distracted and it’s important to stay in your candidates consciousness throughout the hiring cycle. Steve Martin quote – Be so good they can’t ignore you. Focus on the areas of consciousness and deliberation – personalize your messaging to your candidates, follow up and re-engage them – you will build candidate desire.
- Desire leads to action –consumer equates to purchase. For CE that can mean many things… Offer Accepts, Interviews, Referrals. Note, not a step by step process, like consciousness – it moves around. Why is candidate decision process important? As I mentioned during the deliberation stage candidates go to sites like glassdoor/LI – and talk to people that they know. As I share the Fiserv journey you will see how the candidate decision cycle approach has helped us not just get action from our candidates but results.
- When you have a positive experience you might not share it, but when you have a negative experience you shout it out to the world. Today’s world that means socially. I have spent plenty of time doing social listening. As I mentioned candidates go to multiple sources as they deliberate if they want to apply for your job, or interview with your company or accept your offer. As you think about who they might talk to, its important to remember some important stats.
- Fiserv - People throwing around the term CE, but couldn’t define what that was or why important. CE not 1 person you hire…. We had to make sure we took a step back and looked inward before we could start our journey. 2 year journey – Hiring Manager and New Hire focus groups – not one new hire shared experience socially – hope b/c they had a great CE. Researched consumer marketing and behaviors and companies do CE well and not well. We have spent two years doing research so that we can make data driven decisions –
- not responsive or search engine optimized, post and prey. Limited data. Previously a holding company, transformation to operating company – brand evolved. All candidates went through the same experience- People threw the term candidate experience around with no insight into what it really meant-
- Be so good they can’t ignore you…. We didn’t want to boil the ocean around candidate experience. We wanted to be thoughtful and have a method to our madness. So we decided to focus on what was most important. Providing a candidate experience that feels like a white glove moment.
- Before I speak about the different areas of focus, I want to address the importance of executive endorsement and buy in of your initiatives. Talent Acquisition tied our activities to our annual goals, and the leadership was so impressed that Candidate Experience is a big hit for all of Human Resources. Our Chief HR Office is very involved and excited about or journey and speaks to our CEO about our goals, objectives and results.
- CE is a buzzy word that means many things to many people. Needed to define what it meant for Fiserv and communicate and train on it. TA Training/ HM Training/ Real world Application. This investment helps in a variety of ways when it comes to CE. Recruiters better equipped on how to engage candidates, use tools, our HMs will have engaging LI profiles- ALL will be speaking the same language as to what constitutes a positive CE.
- Our old career site – non responsive, not SEO optimized, no content beyond the boilerplate.
- Our current site– responsive, SEO optimized, custom content – Veterans, Hiring process and Q&A, people profiles. Immediate call to action – Search and Talent Network. Just did a 3 day photo and video shoot for new content, video – about to have personalized maps on job description pages.
- Investment in hiring Social Media Candid Exp manager – time spent building robust strategy – some companies won’t have big budgets, or a dedicated person. It can be someone off the side of their desk. Right size, bite size chunks. Think like a marketer – go where candidates are. We built our social plan tied into our corporate landscape. We couldn’t go out and go rogue with our own properties. We focus on LinkedIn, Facebook, Glassdoor and Twitter – and are thinking about how we can convince our global brand partners to let us snapchat an employee’s day or use instagram more.
- We are focusing our marketing efforts where candidates by doing retargeting and look a like campaigns. Think about those shoes you looked at on Zappos and how they follow you around the internet. Our jobs and brand follow our candidates and people that have similar online behaviors around the internet. Remember when I mentioned candidate consciousness. This is a perfect example of that. Notes: Served over 1MM impression at 72% viewability that’s 300% greater than leading remarketing competitors
- We take personalization very seriously – as a one size fits all approach will not engage a candidate. Recruitment Advertising - the sourcing and recruiting teams to take what they learned in training and create personalized job emails and mass distribute them to people in our CRM. Custom Talent Community pages make people feel special and interested in our brand. These items yield higher conversion rates because they are streamlined and provide a personalized path to our ATS or CRM. Don’t have budget for a CRM - CrystalKnows –
- Our CE journey success is tied into our operating plans and performance goals. We are evaluating our results from a variety of perspectives, candidate survey results, recruiter scorecard, hiring managers survey and feedback and quality of hire data. Stats are important because CHRO is using this data when he talks to our CEO about CE 86% of candidates say they are likely or extremely likely to recommend Fiserv - They scored us a 4.3 on a 5 point scale for overall satisfaction Satisfaction 94.3% said they would hire this person again Process satisfaction 92.5% up from 85.2% in 2015 – the changes we made are having an affect on hiring managers. Employee engagement – I would gladly refer a good friend or family member to fiserv for employment 75% - up from 71% in 2015
- Budget – there are inexpensive tools and resources or do home grown initiatives- Take Small Steps- break things down into bite sized chunks – Once a month host a lunch and learn about a topic or action you want people to take. Think about the Candidate Decision Cycle and how you approach candidates, put your brand or your jobs where they are. Make it personal – you might have to send out more messages, but you will get a higher response rate the more personalized they are. Get your executives involved and engaged. Our CHRO is now responding to some comments left on Glassdoor, he helped tie candidate exp to our performance goals. Make it sticky – people do things when it’s tied to their performance rating or bonus
- Thank you for listening to our Journey. We are still on it and will continue to review data and fine tune our approach. I would love to learn what your organizations are doing and how we can learn from each other. Feel free to reach out and connect with questions and comments.