This is how it should (Could) be:
The curious active applicant finds their way to your career site. They ‘register’ with your organisation in one click by connecting their social profiles. Three things then happen instantaneously:
- Their values, motivations, behaviours and subsequent “culture fit” to the organisation are profiled ‘frictionlessly’ using their social “footprint”.
- They are instantly matched (or not) to current and upcoming opportunities in the organisation. Note, there is no ATS ‘registration.”
- Their “experience” on your career site, including content, is tailored to reflect their personality profile
One theme that continues to feature heavily in the resourcing discussion is the “Candidate Experience”. It was a key theme at the recent HR Technology conference in Las Vegas and HR Tech conference in Amsterdam The Candidate Experience awards have even made it to Europe.
The subject creates an interesting debate but unfortunately, despite the rhetoric, the gulf between ambition and action is still huge. It’s why I lose the will to live when I hear statements like:
“We should treat our candidates like customers.”
Oh really?! One look at the online experience alone shows just how far we are away from that right now. Lets face it, if the online customer experience was anything remotely like the online candidate experience most organisations would be out of business in a fortnight.
In an attempt to distance the candidate from the hideous interface presented by the average enterprise applicant tracking system, some companies are investing heavily in their career site, building in new, interactive multimedia features in order to create an overall more engaging and superior user experience.
On the face of it this sounds promising – replace turgid job ads with realistic job previews, replace boring statements from the corporate brochure with cool video’s from “real” employees. Add in new features like “Other people who viewed this job, also viewed these other jobs.” And the ability to ‘personalise’ their career experience by picking and choosing career information by ‘channel’.
I met with several vendors at both conferences who offered solutions in this category and they all pitched their wares around this story of “personalisation” of content. However, I don’t think their definition of personalisation goes far enough. Personalisation, in my view, needs to go to the next level and in order to do that, we need to start taking into account an essential missing element – Personality.
It may be a great idea to upgrade the career site experience and include lots of images, video and personalised channels, but what if I don’t actually want to see that? What if that’s not how I process data and information? What if I’m largely high on Introversion, do I really want to be bombarded with rich media from all angles? Or what if I’m high on Detail? Do funky, smiley video’s and job summary’s give me what I need to decide if this is the organisation for me? Sometimes less is most definitely more.
What I do know is that when we talk about personalisation, even in the consumer space, we largely mean around content type, activity or habit. Few, if any, are personalising the “experience” to cater for the values, motivations and behaviour profile of the visitor.
The scenario I paint at the beginning of this post is there for a reason – it’s possible now, you just don’t know it yet. We are entering an era where technology and our understanding of the brain is delivering tremendous insight which in turn we can use to create a much richer overall experience for the potential hire. This may seem like fantasy, but its real.
Whilst it’s good to see that we are moving on, and we are at least thinking creatively, we are not going far enough. The opportunity exists to create a truly personalised experience yet we are still stuck in a “one size fits all” approach.