Take a few minutes out and ask yourself, what you value the most – the salary or the position in the organization. If the answer is position and social status, then you fall amongst the majority. Gone are the days when it used to be only about money, these days people are more concerned about other variable as well. Organizations are also making earnest efforts to provide a good experience to potential candidates as well as their present employees.
But why is it that candidate experience matters so much? It is something which builds your brand, and as Mr. Prashant Bhatnagar said at the Talent Acquisition Conclave 2015 – “83% of people say a negative experience changes their opinion about a company they originally felt good about while at the same time based on a positive experience 87% of the people change their opinion favourably about a company they originally did not like that much”.
So to present yourself as a company that people will love to work with, it becomes very important to ensure a positive candidate experience.
To put it simply talent segmentation is the process of subdividing the broader employee population into groups of individuals who bring unique skills, knowledge, experiences, capabilities or other traits to an organization. Often the Talent Acquisition team neglects this and deals with all the talent in the same way. But as Mr. Bhatnagar explained “A set of uniquely differential messages has to be delivered to people from different segments. You cannot approach someone from the service sector and someone from a product company in the same manner. People from different industries value different things. You have to make sure that you are delivering the right message to the right talent” Understanding and working on what people value more is the key to attract the best talent. As a recruiter and a Talent Acquisition expert, having a constant understanding of the uniquely different message that you need to offer always helps in the long run.
People Connect with Stories
Quoting an interesting example picked up by Mr. Bhatnagar in the session, – everybody knows and remembers the guy who stammers from the Nescafe commercial. Nescafe has been telling us wonderful stories from time to time and because of that they are the no. 1 coffee brand in India. The audience connects to a brand through their stories. Even after the event has taken place, people/ candidates tend to remember the stories. A positive or a negative experience is all based on the kind of story you tell as a brand. A perfect story is all about utilizing the right tools in the right manner. The first thing is to know and understand your audience. In our case it is the best Talent pool that we need to attract.
- Stories which inspire people outside – You can create stories around the company culture, value, candidate experience, etc. in a way that the right talent can relate to it.
- Stories which inspire people on the inside – You can do things which make people feel important about their contribution to the organization. In this case, these same employees become your brand ambassadors to the external world.
It is more about understanding the vision of the company, the talent that is presently associated with the company as well as finding the kind of talent that would be a perfect fit in the company. With every brand trying to do their bit, how you tell your story differently is something that should be considered and very often answered with a wonderful story.
It becomes important to present your company as a brand which will give talent almost everything, from a fun and interesting work environment to ample growth opportunities. After all as we discussed in the starting, people give position, brand and social status utmost importance.