Today’s applicants are well informed, critical and demanding. They don’t want standard phrases in job advertisements or on company websites. Much more important is a real and honest look behind the scenes of the company. Potential new employees have clear expectations as to how an employer should present itself in online channels. Above all, applicant communication at eye level is important to you.
The most important source of information in applicant communication – the career website
Almost half of
The career website plays the most important role as a source of information in the overall context.
Applicants expect real information:
- to the company philosophy
- to the values of the company
- on the development opportunities as well as
- the reconciliation of job and private life
Communication at eye level with the potential new employer and a real insight into the corporate culture and the future working day are also important.
The dont’s of applicant communication
But most of the time the reality is different. Application tips are too general. There is little room for personal information and too little transparency. Applicants expect 08/15 phrases and beautiful stock pictures as well as
- Complicated and confusing input masks
- Missing or limited possibilities to store data
- Missing or limited options to upload documents In addition, the lack of mobile optimization is a drawback in terms of applicant communication.
And not only for online
The Do’s in applicant communication
Not only digital natives, but all applicants have special expectations and wishes when it comes to addressing applicants and application processes. Offer potential employees more personal contact and exchange. Provide concrete information on the stages of the application process. Addressing them via social media is also becoming increasingly important and promising. Make use of a relaxed language that is nevertheless suitable for the company. In addition, use real pictures from everyday working life and respond specifically to the preferences and wishes of potential employees. The best way to find out what these are is to use questionnaires and interviews with new employees and applicants.
Break new ground: Videos for authentic applicant communication
In order to adapt applicant communication to the new requirements and circumstances, processes must be newly planned and implemented. More and more companies are already breaking new ground in applicant communication. They present themselves for example on Instagram, watchadoo, Snapchat and Co. or offer the possibility for mobile video applications. These videos can be viewed by a defined group of users and evaluated according to a standardized criteria catalog. From this a ranking of the candidates can be derived, who then invite you to an on-site interview. This saves an enormous amount 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 using the video application successfully.
But not only applications via videos are an authentic and modern way to communicate with applicants. The external presentation of the company via video also brings advantages. Companies can thus present themselves as likeable employers; their employees and the working environment can be presented emotionally and comprehensively. This scores well with potential employees and has a positive effect on the employer brand. What’s more, it is barrier-free, because even poorly read applicants are addressed by videos.
A 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
So put your money on entertaining, emotional and above all informative content. Use new ways such as social media and apps, for