Improving Candidate Experience - Personalized Communications

Words matter. How many times can this be repeated? The choices we make in our selection of words and how we deliver them hold immense power. With a career deeply rooted in the recruitment marketing industry, I've come to understand the pivotal role that intentional and personalized communications play in attracting top talent. Organizations with the best sourcing strategies and considerable budgets can still fall short when appealing to a candidate if they don’t tailor their message to the goals of the individual.  

Taking the Time for Personalization 

Job seekers, particularly in dynamic industries like healthcare, are not just passive participants; they are also active decision-makers with a multitude of options. Inundating them with generic job postings and automated emails diminishes an employer's ability to stand out.  

I know this challenge has no easy solution. It demands time, effort, and a unified commitment from your team and your processes to bring about the transformative change needed to elevate your recruitment efforts.  

Let’s explore why personalized communications are crucial in engaging job seekers and building meaningful connections. 

Making a Memorable First Impression 

In the competitive talent race, first impressions matter – again, words matter. Personalized communication shows that the employer has taken the time to acknowledge the individuality of the job seeker. This personal touch can make a lasting impression and set the tone for a positive candidate experience. The focus here is not just on communicating, but on tailoring the message to resonate with the candidate's individual career aspirations, skills, and interests. 

This year I attended SourceCon Dallas where Christina Hampton, Director of Talent Sourcing at Cleveland Clinics, mentioned that she starts her second correspondence to a targeted job seeker with, “I just want you to know this is not a chatbot” and she receives a response about 80% of the time. Job seekers want to know that humans are trying to engage with them.   

Building Trust and Active Engagement 

Taking the time to speak directly to candidates is a testament to a genuine interest in the individual and their potential fit within the organization. By acknowledging specific aspects of a candidate's background or referencing shared interests, employers can lay the foundation for trust and credibility. This, in turn, makes the job seeker more inclined to seriously consider the opportunity. Whether it involves responding to inquiries, extending invitations to company hiring events, or facilitating informational interviews, personalized communications create an atmosphere of inclusion, motivating candidates to actively participate in the recruitment process.  

And, when they respond to you, remember them – continue the conversation and build a rapport.  

Reducing Applicant Drop-off Rates 

Lengthy and impersonal application processes will lead to high drop-off rates. Organizations that offer personalized and pithy communications that guide candidates through the process, provide updates, and offer support can significantly reduce applicant drop-off rates. In a world of transparency where job seekers share information on the likes of Glassdoor and Indeed, set their expectations. Allow them to understand your process so they are more likely to weather the storm with you if the interview, hiring, and onboarding process might be lengthy.  

In the end, WORDS MATTER.  

Personal connections can be overshadowed by digital transactions so place the importance on personalized communications when engaging job seekers. It’s a signal of commitment that your organization treats its employees as individuals. By investing in the personal touch, employers not only attract top talent but also cultivate a positive reputation that extends far beyond the recruitment process.