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The Long & Winding Candidate Journey
Robin Erickson, PhD
Vice President, Talent Acquisition Research
Bersin by Deloitte / Deloitte Consulting LLP
September 25, 2014
Roadmap for Success
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.1 The Long and Winding Candidate Journey: Roadmap to Success
Today’s Agenda
What are the results of
high-impact talent
acquisition?
Why is the candidate
journey important?
How do we get there
from here?
What is the roadmap for
success?
Questions?
To Live Tweet:
@RAEricksonPhD
#wotafo
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.2 The Long and Winding Candidate Journey: Roadmap to Success
Who we are
• Global provider of leading practices, trends, and
benchmarking research in talent management,
learning, and strategic HR.
Six research practices• Human Resources
• Leadership & Succession
• Learning & Development
• Talent Acquisition
• Talent Management
• Tools & Technology
Offerings
• WhatWorks® Membership: Research, Tools,
Education, Consulting
• IMPACT: An industry leading conference on the
Business of Talent
• Advisory Services & Consulting
Human
Resources
Leadership &
Succession
Learning &
Development
Talent
Acquisition
Talent
Management
Tools &
Technology
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.3 The Long and Winding Candidate Journey: Roadmap to Success
What are the
Results of
High-Impact
Talent
Acquisition?
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.4 The Long and Winding Candidate Journey: Roadmap to Success
High-Impact Talent AcquisitionIndustry Study
• Focus group discussion with 10 senior talent acquisition leaders
• An extensive, quantitative survey completed by 297 talent acquisition professionals
Size
– 46% were small
– 30% were medium
– 24% were large
• Rigorous statistical analysis of TA performance drivers
• In-depth interviews with senior talent acquisition leaders
Source: High-Impact Talent Acquisition, Key Findings and Maturity Model, Bersin by Deloitte, 2014
Global Reach
– 38% were global
– 21% were multinational
– 41% were national
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.5 The Long and Winding Candidate Journey: Roadmap to Success
HITA Key Findings
High-impact talent acquisition can improve overall
business and TA performance outcomes
Developing strong relationships with hiring
managers is the top driver of TA performance
Candidate pool development is the second
most influential performance driver
A strategic social media campaign is a key
differentiator for companies at the highest
level of maturity
Mature organizations are 4x more effective at
improving workforce decisions through metrics
Source: High-Impact Talent Acquisition, Key Findings and Maturity Model, Bersin by Deloitte, 2014
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.6 The Long and Winding Candidate Journey: Roadmap to Success
HITA Key Findings (continued)
High-performing talent acquisition functions
are often more agile
Mature organizations are two times more
effective at “building a seat at the table”
Mature organizations invest in new TA
products and services
Organization size, structure, and global
reach do not predict TA maturity
The majority of talent acquisition functions are
not globally prepared
Source: High-Impact Talent Acquisition, Key Findings and Maturity Model, Bersin by Deloitte, 2014
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.7 The Long and Winding Candidate Journey: Roadmap to Success
Talent Acquisition Maturity Model
Source: High-Impact Talent Acquisition, Key Findings and Maturity Model, Bersin by Deloitte, 2014
Reactive Tactical Recruiting
Level 1
Standardized Operational Recruiting
Level 2
Integrated Talent Acquisition
Level 3
Optimized Talent Acquisition
Level 4
Be
rs
in
b
y D
elo
it
te
13%
23%
29%
35%
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.8 The Long and Winding Candidate Journey: Roadmap to Success
Why is the
Candidate
Journey
Important?
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.10 The Long and Winding Candidate Journey: Roadmap to Success
Recruiter Perspective TodayJust Identify and Convert
REQUISITION
APPROVED
DEVELOP SOURCING STRATEGYENGAGE SOCIAL MEDIA/
TALENT COMMUNITIES
DIRECT SOURCEREVIEW
CANDIDATESNARROW POOL
INTERVIEWDETERMINE
FINALISTS
MAKE
OFFERHIRE
CONDUCT ONBOARDING
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.11 The Long and Winding Candidate Journey: Roadmap to Success
Candidate PerspectiveThe Application to Offer Journey
Text
et
Tet
DECIDE TO LOOK
FOR A NEW JOB
RESEARCH COMPANIES REACH OUT TO NETWORK
CHECK LINKEDIN,
FACEBOOK &
JOIN TALENT
COMMUNITIESUPDATE RESUME
APPLY WAIT INTERVIEW WAIT
WONDER ABOUT ONBOARDING: WILL I BE SET UP FOR SUCCESS?
ACCEPT
OFFER
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.13 The Long and Winding Candidate Journey: Roadmap to Success
Candidate ExperienceAn Essential Component of TA Strategy
A candidate’s perception of a
company is central to his / her
willingness to consider engaging
with that organization. Perception is
often colored by:
The view of the company as a provider of goods or services
The role that the company plays or appears to play in the community or
world at-large
The view of that company as an
employer
Source:: The Talent Board http://nam.thecandidateexperienceawards.org/about-the-award/
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.14 The Long and Winding Candidate Journey: Roadmap to Success
The Candidate Paradigm ShiftEngaging & Developing Candidates
Disruptive Approach
Extremely Social
Candidate & Brand Centric
Targeted Engagement
Global Implications
Sourcing ≠ Exact Science
FOSTER AN ENGAGING
CANDIATE EXPERIENCE
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.15 The Long and Winding Candidate Journey: Roadmap to Success
High-Impact Talent AcquisitionDrivers and Opportunities
Developing Candidate
Pools
• #2 TA performance driver & 2x more influential than other TA performance drivers
• Only 14% of companies strongly agree that they build relationships with potential talent
Social Media
Campaigns
• #3 TA Performance Driver
• Only 31% of companies strongly agree that they implement a successful social media strategy
Employment
Brand
• Influential for both TA and retention
• Only 15% of companies strongly agree that they maintain a strong employment brand
Ask Yourself
Do you develop quality candidate pools or a list of
targets? What is the difference?
Ask Yourself:
Do you provide meaningful social media content to
candidates? What do you think they want
and why?
Ask Yourself:
Does your employment brand
resonate with candidates and is it
recognized externally?
Source: High-Impact Talent Acquisition, Key Findings and Maturity Model, Bersin by Deloitte, 2014
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.16 The Long and Winding Candidate Journey: Roadmap to Success
How Do We
Get There
From Here?
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.17 The Long and Winding Candidate Journey: Roadmap to Success
The Candidate Experience ProcessA Marathon, Not a Sprint
Engage
Identify
Adjust
Differentiate
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.18 The Long and Winding Candidate Journey: Roadmap to Success
Go To Where Candidates LiveLeave No Source Untapped!
Industry Groups
Social
Media
Coffee
Houses!
Colleges/Career
Fairs
CompetitorsALL AROUND
YOU!
Your
Employees
Identify
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.19 The Long and Winding Candidate Journey: Roadmap to Success
Candidate Engagement PrinciplesBe Compelling, Clear, and Authentic
Engage
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.20 The Long and Winding Candidate Journey: Roadmap to Success
DifferentiateMake Sure Your Employment Brand Shines
Differentiate
Obtain Executive
Sponsorship
Remember that Reputation
MattersBe Consistent
Be UniqueRely on your
Network
Respond Instead of Reacting
Drive Transparency
and AuthenticityKeep it Real
Get Employees Involved
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.21 The Long and Winding Candidate Journey: Roadmap to Success
Changing CourseAdjust as Required
Stop under-delivering ineffective
content
Slow down & assess
audience needs
Drive continuous
improvement
Adjust
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.22 The Long and Winding Candidate Journey: Roadmap to Success
What is the
Roadmap to
Success?
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.23 The Long and Winding Candidate Journey: Roadmap to Success
Roadmap for SuccessKey Takeaways
1
Top talent acquisition performance drivers help enable a positive
candidate experience2
Fostering a positive candidate experience promotes employment
brand messages and drives engagement and retention
3
4
5
Candidates often have high expectations for their candidate journey and
this requires a new way of thinking for employers
Organizations should monitor their candidate engagement
results and continuously improve candidate experience
processes
High-impact talent acquisition can improve both overall business
outcomes and talent acquisition performance outcomes
Copy right © 2014 Deloitte Dev elopment LLC. All rights reserv ed.24 The Long and Winding Candidate Journey: Roadmap to Success
Questions?
Robin Erickson, PhD
Vice President,
Talent Acquisition Research
Deloitte Consulting LLP
111 S. Wacker
Chicago, IL 60606
Email: [email protected]
Office: (312) 486 5368
Twitter: @RAEricksonPhD
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