Why is it important for firms today to move
from Candidate Experience to Candidate
Delight?
#OutboundAllStars Contest
#OutboundAllStars

“I've learned that people will forget what you said, people will
forget what you did, but people will never forget how you
made them feel.”
MAYA ANGELOU
Poet, Author, Civil Rights Activist
#OutboundAllStars

80-90%
of talent say a positive or negative candidate experience can change
their minds about a role or company
60%
of job seekers report having had a poor candidate experience
#OutboundAllStars
72%
of them have shared their experience on an online employer review site -
doing considerable damage to your employer brand.

Candidate Delight in Outbound Hiring
#OutboundAllStars
32 4
Map Your Outbound
Candidate Journey
Develop Candidate
Focused Content
Across Multiple
Channels
Create &
Implement
Outbound
Hiring Plays
Prove Impact
Of Candidate
Experience on
Business Goals
1

Marketing Research from the Aberdeen Group reveals
that organizations that use a mapping program to
manage buyer and customer journeys average a 79%
increase in cross-sell and upsell revenue.
With candidate drop-off rates increasing at an alarming
rate, it makes sense to look to marketing once again to
address this challenge.

© 2018 Belong Technologies India Pvt. Ltd.
THE OUTBOUND ALL STARS RECRUITER SERIES
Candidate Journey Map
A candidate journey map is a visual
representation of the different stages your
candidate goes through as part of your recruiting
funnel and is designed to help recruiters
understand the emotional journey that the
candidate is going through.

Candidate journey maps can help with:
Building an Emotional
Connection with your Candidates
The way a recruiter engages with candidates
during the different stages of the hiring funnel
can often make or break an offer.
Creating an Empathetic
Candidate Experience
Candidate Journeys help recruiters understand
what a candidate is going through at each
stage of the hiring process while candidate
experience designs what recruiters want
candidates to feel.

Candidate journey maps can help with:
Predicting Recruiting
Success 
Insights give recruiters a holistic perspective into
the different stages of the pipeline and therefore
enable predictability in hiring cycles.
Optimizing Processes at
Every Stage
Anticipate how candidates may react under
different circumstances and make quick changes
to improve candidate experience.

What is the candidate going through?

How to map your Outbound Candidate Journey
Stages that require the Involvement of the HM

Outbound Candidate Journey - Reached Out
1. Research the candidate 
2. Understand the opportunity 
accurately 
3. Prepare a personalized pitch 
4. Have answers ready for common 
questions 
5. Describe next steps
Calls
1. Personalize the email, referring to 
particular relevant work 
2. Offer context about the Company 
3. Help them understand the kind of 
work they will be working on 
4. Use language that will get them 
excited about the work and team 
5. Follow up!
Emails
1. Get people excited! 
2. Make sure people have access to all 
the important details - date/ time/  
location 
3. Send Reminders and follow up until 
the event 
4. Go the extra mile - cabs, reading 
material, swag, etc…
Events

How to prepare for an exploratory call:
Sit down with the Hiring Manager to understand the scope of the role. 
What will the candidate be working on? What is the problem that they will be solving?
What will make this person successful and what are the metrics on which they will be evaluated?
How will their work impact the team’s success?
How will their contribution align with the company’s vision and objectives?
What is the growth potential for this role?
What is the opportunity for broader impact - How will they be making a difference in their industry or in the way the world works?
What are the tools, programming languages and software the candidate is expected to work on?
Do they have any preferences of profile? What kind of work should the candidate have experience in?
What are the salary constraints?
PRE- CALL

Elements of a personalized email
A clear, compelling subject that removes any ambiguity
 
A job that’s branded -- with a focus on the big picture 
Personalize - Why him/her? 
The brand punch
The Call-to-Action 

Make sure that the Careers page in your website should ideally be easily findable.  
Update it regularly with the current openings and a description for each role.  
 
Include employee testimonials in the website to build credibility.  
 
Create an account on Glassdoor if you haven’t already, and encourage your employees to rate and
review your company. 
 
Networks such as Twitter, LinkedIn and Quora are awesome to showcase the work you do at your
company, the topics that matter to you and your work culture. 
 
Populate your LinkedIn page with information about your company, pictures of the office and people.
Outbound Candidate Journey - Research

Accenture

Ubisoft

Why is it incredibly important for firms to
showcase what life is like at their company to
candidates across the social media spectrum?
#OutboundAllStars

83%
of talent says a negative interview experience can change their mind
about a role or company they once liked,
#OutboundAllStars
87%
of talent says a positive interview experience can change their mind
about a role or company they once doubted
 
while

Outbound Candidate Journey - Interview
Tell them (almost) everything
there is to know  
Explain your recruiting process clearly -how does it
flow, whom are they going to meet, do they need to
come prepared with something, and are there any
specific parts of their experience you would like to
focus on
Outline the parameters on which
you are evaluating them 
Let your candidates know exactly what you are
looking for in their answers, and what parameters
they will be evaluated on.
Answer the ‘Why’ 
Knowing the why’s behind your process helps build
their confidence in your process.
Encourage them to come with
questions 
Encourage your candidates to make a list of things
that matter to them about their future workplace.
 
Keep it simple 
Make sure to avoid any internal jargon. Keep the
structure logical and clear, and the language simple
and direct.
1.
2.
3.
4.
5.

Outbound Candidate Journey - Offer
Following up a verbal offer with a written one not only sets expectations for the new employee, it also clarifies any
matters that were discussed during the interview phase.  
 
The offer letter should include:
Pay rate and pay schedule 
Job title 
Name of supervisor and department 
Full-time/part-time and exempt or non-exempt classification 
Benefits offered 
Start date 
Whether the offer is contingent upon background/drug screening results 
Any other terms and conditions of employment, and 
A date by which the applicant must respond to the offer

Outbound Candidate Journey - Post Offer
Not only does post offer engagement prevent candidate drop-off, it is also a great way to build loyalty towards the
company.
Help them
counter the
confusion
Invite them
over to  
your office
Address  
the creeping
anxiety
Induct them
into the
family
1
2
3
4

Gamification of Activities
DCB Bank has created an
induction app specifically
targeting Gen Y candidates to
build the excitement right from
the pitch.
 
Social Media to Stay Engaged
Virtusa, a global IT services
company adds prospective
candidates to its internal social
media platform connect with them. 
 
Focus on Little Things
Sapient Nitro use parameters
relating to the benefits beyond
monetary rewards like having a
creche or concierge facility.

Outbound Candidate Journey - Joining
All the engineers who join Facebook, are made to participate in a six week long bootcamp.
 
Here, engineers get acquainted not only with Facebook’s codebase, but they also get a glimpse into the culture
of the company.  
 
As a tool of engagement, engineers are given to write codes to provide solutions to problems on their very first
day – typically publishing code on the live site. This gives them real, hands on experience.

Google focuses on creating a sense of connection between the employees.
 
Managers focus on five small tasks that have proven to have the highest impact on the productivity of their
new hire:
 
1. Having a discussion about roles and responsibilities
 
2. Matching the new hire with a peer buddy
 
3. Helping the new hire build a social network
 
4. Setting up employee onboarding check-ins once a month for the new hire’s first six months
 
5. Encouraging open dialogue

Content Personalization Spectrum for Recruiting
HIGHLY
PERSONALIZED
PERSONALIZED CUSTOMIZED GENERIC
Content created
specifically for an
individual for a
particular role
Content created for
a specific persona
targeted at an
industry
Content created for
multiple personas
targeted at an industry
Content for all
candidates, but
relevant for a
specific role
Content Personalization Spectrum for Recruiting

Candidate Specific Insights
The reason Outbound recruiting works is because it lets you focus your time and eﬀort on high-impact candidates who
you believe are most critical to you.
The success of the strategy however relies completely on you being able to do your homework and learning as much as
possible about the candidate: their motivations, growth aspirations, interests and inﬂuence and more. All this so that
you maximize the relevance of your messaging and engagement with each of them.  
 
Why the Company Why the Role Why the Candidate
? ? ?

Sources for Candidate Specific Insights
Twitter: See who they follow, the people and type of content they regularly retweet, and their
network of followers. Also pay attention to their bio, how do they describe themselves?  
 
 
Quora: See what topics they follow, and have they regularly answered questions relating to their
domain of expertise? They might have interesting opinions for you to engage them about.  
 
 
LinkedIn: While LinkedIn will give you deep information about a candidate’s professional journey,
skills and other such matters, what you must look into are their past accomplishments (awards,
honors or patents held) or recommendations.
 
Niche Professional Networks: Think of Github and StackOverﬂow for developers. Behance and
Dribbble for designers. Insights from these places can reveal the sort of work your candidates are
truly passionate about.

Sources for Candidate Specific Insights
Blogs: Many people now use blogs to talk speciﬁcally about their work -- a feature they build in
record time, or a new testing technique that’s yielding better results. Follow and engage with them. 
 
 
Company bios: If they have bios on their company website, chances are it details the
responsibilities they handle, teams they manage and their accomplishments. 
 
Common connections: Are there people in your network or company connected to your target
candidate? Have they worked together before? What insights or advice can they give you? 
 
Media: A simple Google about the candidate can throw up useful results: have they been featured
on any news site or publication? Have they given interviews or published articles that you can
reference in your conversation?

What kind of content do you need for outbound
recruiting?
Every type of content you are already using for recruiting and developing your employer brand will be useful as long as
you target it correctly and ensure relevance. 
 
Company or function-specific blog posts  
Employee blog posts  
LinkedIn posts  
Videos  
Media features  
Newsletters 
Social media posts  
Online ad campaigns
Social media posts  
Online ad campaigns
FAQs 
Event coverage 
Whitepapers and other thought leadership publications,  
Interactive content like webinars, quizzes and challenges 
Official repositories on Github, StackOverflow, Behance etc.

Building Candidate-Focused Outbound Plays
A powerful way to maximize the impact of your
engagement is by synchronizing your content and
interactions into purpose-built Outbound plays that
help you achieve specific goals across the candidate
journey.
With Outbound plays, you coordinate multi-
channel, multi-tactic efforts to deepen your
engagement with your ideal pool of candidates as
they progress in the journey.

#OutboundAllStars
Outbound Play

Share with us a couple of ideas of Hiring Plays
you’d like to develop and trigger in your hiring
process.
#OutboundAllStars

70%
of HR professionals think that a positive candidate experience is
important,
#OutboundAllStars
40%
actually monitor it in some fashion.
 
BUT

Metrics - how to measure Candidate experience
Net Promoter Score1
Website conversion rate2
3 Application drop-off
#OutboundAllStars
Offer acceptance rate4
Engagement rate for database5
Glassdoor reviews6

Impact of Candidate Experience
3x
response rates
60%
quit an application in the middle
due to its length or complexity
81%
Higher email open and
response rates
Personalized emails see 3X s
the response rates compared
to generic emails.
of the time,Candidates share their
positive experiences
Reduce Candidate
Drop off
Staying engaged with candidates
through the entire process
significantly reduces candidate
drop-off
Talent Promoter Score
Candidate insights help you
customize the positioning of your
brand so that it resonates most
with them.

Bad Candidate
Experience
Cost Virgin
Media $5M
Annually
Graeme Johnson, the erstwhile Head of
Resourcing wanted to examine how candidates
who had been rejected viewed Virgin Media’s
brand. 
 
As he looked at post-interview surveys, there was
one that stood out: a hairdresser from
Manchester named Louise had lot of enthusiasm
for the job, but her experience during the
interview didn't meet her expectations 
 
Louise, feeling confused and disappointed, later
wrote that she would be canceling her Virgin
Media cable subscription and switching to Sky, a
competitor. And, so would her sister.

Impact of Candidate Experience
123k
Rejected applications
6%
Disconnected
€50
Avg. monthly value
x12
Annually
18% of rejected candidates were also Virgin Media customers. He also looked at their Net Promoter
Scores (NPS), - it turned out that about 2/3 of rejected candidates were “detractors,” meaning they likely
wouldn’t recommend Virgin Media to others.
It turned out that the impact on revenue was likely even worse—by three or four times—because the
numbers didn’t take into account how candidates were probably telling their friends and family (also
Virgin Media customers) about the bad experience.

Johnson set about to raise the candidate experience standards by inspiring
and incentivizing the team rather than “beating people over the head with a
stick.” His team sought to accredit staff by creating a “gold standard” interview
program. 
 
 
Johnson looked into the cost of acquiring a new customer through traditional
marketing channels (such as retail and telephone outreach) versus acquiring
one who came in as a candidate and had a great experience.  
 
 
The result: it’s 10 times cheaper to gain business from recruiting processes
vs marketing (it only costs $50 versus $500 for traditional marketing).

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