1 KIERA CROLL – GROUP RECRUITMENT MANAGER

25/04/2015

KIERA CROLL

CANDIDATE PERCEPTION OF THE RECRUITMENT PROCESS

23 April 2015

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ABOUT THE CITY & GUILDS GROUP

RECRUITMENT AT THE CITY & GUILDS GROUP

RESEARCH OBJECTIVES AND AIM

WHY DOES CANDIDATE PERCEPTION MATTER?

WHAT DID I DO?

FINDINGS

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AGENDA

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8 QUESTIONS

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THE CITY & GUILDS GROUP OUR PURPOSE

THE CITY & GUILDS GROUP HELPS PEOPLE DEVELOP THE SKILLS THEY NEED TO GET INTO A JOB, DEVELOP ON THE JOB AND PROGRESS ON TO THE NEXT JOB.

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THE CITY & GUILDS GROUP

GROUP SUPPORT SERVICES

CORPORATE CENTRE

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THE CITY & GUILDS GROUP WHO ARE WE?

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WHO WE WORK WITH

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2012 •  No recruitment team

•  No recruitment specialists •  No ATS

•  Heavy reliance on agencies 2013 •  Refresh documentation •  Build key relationships

•  LinkedIn advertising •  Introduce PSL

•  Introduce psychometric and aptitude assessment

RECRUITMENT AT THE CITY & GUILDS GROUP WHO ARE WE? FROM SMALL ACORNS GROW MIGHTY OAKS…

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2014 •  Implement ATS •  Recruitment of Recruitment Advisor •  Focus on direct sourcing

TODAY •  85% direct hire •  98% within in UK business •  201 hires Sept 14 – March 15 •  32% internal moves •  Two people managing high volume and

wide variety….

RECRUITMENT AT THE CITY & GUILDS GROUP

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NO DAY THE SAME…

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BUT WHAT DO OUR CUSTOMERS THINK OF US?

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•  Organisation’s workforce as source of competitive advantage •  Alignment of business strategy to recruitment

•  Candidate driven market •  Niche skills

•  Branding - strong employer brand will help to increase overall brand equity •  Candidate perception – procedural and distributive justice

WHY DO WE NEED TO KNOW?

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TO IMPROVE THE CANDIDATE EXPERIENCE OF THE RECRUITMENT PROCESS, BASED ON DIRECT FEEDBACK

RESEARCH QUESTIONS •  What is the current candidate perception of the City & Guilds Group recruitment

process? •  What do candidates value from the recruitment process? •  How does the candidate experience impact on their view of City & Guilds Group as an

organisation? •  Does the candidate perception differ depending on whether or not their application

was successful?

AIM AND OBJECTIVES

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USE EXPERTS!

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•  Mixed-method approach

•  Primary research – surveys

•  Sample – three samples

•  Limitations

METHODOLOGY

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WHAT DID I ASK?

How satisfied were you with the recruitment process overall? 1 2

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Based on your experience of our recruitment process, how likely are you to recommend the City & Guilds Group to others?

What one improvement would you make to the City & Guilds Group recruitment process, and why?

SLIGHTLY DIFFERENT FOR EACH SAMPLE

How satisfied were you with:

•  The information provided before your interview

•  The time taken to inform you of the outcome/formally offer you the role

•  The quality of the feedback we provided to you

•  The time we took to provide you with key information (e.g. contract)

•  The clarity of the information we provided

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RESPONSE RATE

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KEY FINDINGS RECRUITMENT PROCESS OVERALL?

HOW SATISFIED WERE YOU WITH THE

•  Wide variance in responses both between and within sample groups •  ATS: 46% of total sample rated it ≥8 – “The online application process is easy and comprehensive” •  User error causes dissatisfaction – need more instructions •  Overall, candidates were satisfied with information provided prior to interview •  Room to improve satisfaction with amount of time it takes candidate to be informed of result of

interview

“My failure to get the job would incline me to be more negative but I felt everything was handled in a very efficient, courteous and timely manner, more so than for any other interview process I’ve been a part of”

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KEY FINDINGS RECRUITMENT PROCESS?

WHAT DO CANDIDATES VALUE FROM THE

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•  Feedback….

“I requested feedback on my application but have not received this”

“I did request more detailed feedback…I haven’t had any response”.

•  Quick process…

“Slow and tedious”

•  Communication

KEY FINDINGS RECRUITMENT PROCESS?

WHAT DO CANDIDATES VALUE FROM THE

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KEY FINDINGS PROCESS, HOW LIKELY ARE YOU TO RECOMMEND?

BASED ON YOUR EXPERIENCE OF THE

•  81% of “offers” gave score ≥ 8 •  52% of those unsuccessful unlikely to recommend

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SUMMARY

Candidate experience is extremely varied – lack of consistency 1 2 3 4 5

Candidates value feedback

Process is too slow, with a lack of communication

Impersonal process, lacking the “human touch”

Majority of unsuccessful candidates wouldn’t recommend us

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WHAT CAN WE DO

Create and publish a Recruitment Charter – define roles and responsibilities, agreed SLAs, available to candidates, commitment to fair and transparent process

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“License to recruit” for all hiring managers

Develop ATS functionality and candidate information to manage expectations – continual incremental improvements

Implement ongoing candidate survey, track if changes mack a difference

Expand Recruitment Team

REMEMBER – TEAM OF TWO, NO BUDGET, NEED TO MANAGE BAU!

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WHAT HAVE YOU DONE? WHAT WOULD YOU DO?

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