Lecture on Principles of Great Candidate Experience

Introduction

• Presentation on principles of great candidate experience inspired by Matt Watkinson's book.
• Candidates can be viewed similarly to customers.

Example of Great Experience

• Uber ride experience with highest rated driver, Travis.
  • Travis created memorable experiences with storytelling using song lyrics.
• Great experiences don't require significant financial investment.

Principles for Great Candidate Experience

Identity Reflection

• Importance of Candidate's Identity: Reflect candidate's identity in experiences.
• Reference to Jean Baudrillard's proposition of value:
  • Functional Value: Practical use (e.g., phone for communication).
  • Exchange Value: Monetary worth (e.g., phone's resale value).
  • Symbolic Value: Represents achievements (e.g., race medals).
  • Sign Value: Represents personal brand (e.g., Apple vs. Android).
• Employer brand should resonate with candidate's self-image.
  • Example: Apple’s distinct identity and branding.

Higher Objectives

• Focus on deeper motivations beyond surface needs.
• Super objectives like financial goals for family or independence.
• Adapt employer branding to align with candidate's deeper motivations.
• Methods:
  • Showcase employee stories.
  • Highlight CSR activities and volunteering.
  • Connect candidates with similar employees.

Setting and Meeting Expectations

• Vital to define and meet candidate expectations.
• Happiness Equation: Reality minus expectations.
• Importance of clearly communicating timelines and process.
• Avoid consistently exceeding expectations to avoid setting new standards.

Peak-End Rule

• Concept by Danny Kahneman: People remember peaks and ends of experiences.
• Create memorable peaks and good endings in candidate experiences.
  • Example: Sonos interview peak with personalized song play.

Stress-Free Experience

• Reduce stress to prevent errors.
• Concepts like Poka Yoke: Mistake-proofing through design.
  • Example: Clutch depress in cars to prevent jump start.
• Provide candidates with tips, directions, and preparation advice to ease stress.

Sensory Indulgence

• Use sensory experiences to create memorable candidate interactions.
  • Examples: Emirates smell, LinkedIn’s gold envelope for offers.

Candidate Control

• Allow candidates control over interview scheduling and process.
  • Use of scheduling tools and asynchronous video interviews.
  • Example: IBM's Watson Candidate Assistant for real-time queries.

Comprehensive Experience

• Total candidate experience is the sum of all interactions.
• Encourage teams to map hiring process and define success criteria.
• Workshop to identify actions for improvement in candidate experience.

Case Study: John Deere Onboarding

• Focus on first-day experience to reduce attrition in Asia.
• Personalized welcome and thoughtful scheduling for a smooth start.

Conclusion

• Great candidate experiences can be created with simple, thoughtful methods.
• Encouragement to implement these principles to improve hiring processes.