Can a recruiting chatbot improve my employer brand?

Dec 20, 2018 - Cat DiStasio
Employer branding encapsulates everything a job seeker might think about your organization, ranging from your culture to your product to your values, and even the personalities of your employees. It’s your reputation. Your organization’s employer brand can seem challenging to measure, but its impact on candidate’s decision-making isn’t. LinkedIn says 75 percent of job seekers consider a company’s employer brand before they decide to apply for a position, and if that stat isn’t enough to convince you to prioritize employer branding, let’s look at the business case, as illustrated by the same study. Companies that build a strong employer brand reap clear benefits: 50 percent more qualified applicants, hire at a rate of 1–2x faster, and reduce cost per hire by 50 percent. (In other words, results that would all but guarantee a promotion.) To further emphasize the importance of candidate experience and employer brand, over 60 percent of job seekers discuss their experience with family and friends. This means that your employer brand - your reputation - doesn’t solely impact your candidate pool. It also affects public opinions of your organization. This is one reason companies are making candidate experience such a high priority, but there are others. Efficiency plays a huge part as well. IBM found that happy candidates - those who are satisfied with their experience - are 38 percent more likely to accept a job offer. And 67 percent of working American adults say that the candidate experience would impact their decision about a job offer. That’s where we are now. We’re well past ping-pong tables and free snacks, and we’ve also moved beyond casual Fridays and birthday bonuses. We’re moving, rapidly, into the future, and in the future of employer branding, people want that which will be best for them even if this involves technology. Or at least technology that works. And because your employer brand is built (or knocked down) bit by bit at every touchpoint, you want to put your best virtual face forward when engaging with job seekers from the start. Beyond the benefits of recruiting chatbots and the efficiency gains and cost savings mentioned above, here are the 3 ways a recruiting chatbot can help improve your employer brand.

More machine, more human

It’s counterintuitive (at first). It’s paradoxical (a little bit). It’s actually pretty simple. Candidates of today want more communication from prospective employers and more insight into the recruiting process, so they’re happy to talk to an AI-powered recruiting chatbot if it can answer questions or connect them with a real person. This becomes even more true when we compare chatting with an AI-powered chatbot with most current processes like sending an application into an echoing abyss. In fact, 59 percent of job seekers are comfortable interacting with a recruiting chatbot. We can expect to see that figure increase as more younger workers move into the labor market. So, this gives candidates what they want, on a basic level. But there’s more. Recruiting chatbots transform the work of human recruiters, and enable them to invest more time and energy on real conversations that build trust and relationships with qualified candidates. By facilitating more of a human touch with your most valued candidates, you win big for your employer brand. The key to reaping all these benefits is to use a recruiting chatbot in the most effective way. By itself, a recruiting chatbot can’t possibly guarantee a fantastic candidate experience or the employer brand makeover of your dreams. And, if approached incorrectly, it could even hinder your candidate experience and brand. So, it’s important to learn about your candidates and what they expect from your recruiting chatbot. The Recruiting Chatbot Revolution ad

Improve speed, improved employer brand

Two ingredients that will all but ensure a great candidate experience (and therefore an improved employer brand) are speedy responses to job seekers and more personalization. A recruiting chatbot can help you do both. Let’s start by looking at speed. The first step toward enhancing your employer brand is improving the candidate experience. A recruiting chatbot could be the fastest way to do that, since it offers a touchpoint where many employers only send an automated confirmation email, and some don’t even do that much. Less than 10 percent of career site visitors actually finish an application, while the majority of visitors leave without submitting any contact information. The reasons for this are multi-fold but it mainly ties back to the fact that job seekers are apathetic to arduous applications and would rather speak with someone right now. Just think about the last time you were shopping for clothes, whether online or in the store. When you have questions about the clothing, you want answers immediately. If a salesperson or customer service person isn’t there to answer those questions, you’re moving on to the next store. This same mindset applies to job seekers and aA recruiting chatbot can be right there to answer questions about the application process, about the company, or about the job thereby turning and turn an abandoned application into a conversion. Speed is the name of the game and recruiting chatbots are only limited by how quickly your career site loads.

Be more personal

In addition to improving response times, a recruiting chatbot can also offer the personalization candidates crave especially when compared to, unlike a traditional application form or even the FAQ section on your careers site. When there’s an AI-powered recruiting chatbot at the ready to respond to each individual’s questions and concerns, candidates walk away from the experience feeling appreciated, valued, and respected. It is the difference between the IKEA model where once you find what you want to buy you have to meander aimlessly through their warehouse to find your item which can take lots of time and energy and the boutique furniture store model where the furniture store consultants will work with you, one-on-one, and take you to any piece of furniture in the store based on your specific needs. That person listens, consults, and responds to you. That is what the recruiting chatbot is like for your candidates. And because your employer brand is built through each one of these touchpoints, it’s essential to be as personal and speedy sa possible.. a recruiting chatbot can support the work you’re doing to improve your brand at other points of the process, like recruitment marketing videos, job descriptions, recruiter messaging, and social media connections. Over 60 percent of job seekers discuss their experience with family and friends. This means that your employer brand - your reputation - doesn’t solely impact your candidate pool. It also affects public opinions of your organization. This is one reason companies are making candidate experience such a high priority, but there are others. Efficiency plays a huge part as well. IBM found that happy candidates - those who are satisfied with their experience - are 38 percent more likely to accept a job offer. And 67 percent of working American adults say that the candidate experience would impact their decision about a job offer. A recruiting chatbot can already make a world of difference in your candidate experience, and we feel strongly that will only improve over time. In 2019, we predict chatbots will have an even bigger impact on candidate experience, and thus on employer branding.

How to tell your employer brand is improving from your use of recruiting chatbots

Measuring your employer brand is challenging, but far from impossible. There are a few ways to size things up. First, and easiest, is to do what job seekers do: google your company. Check on employer review site like Glassdoor and others that offer insight into brand reputation. Search for mentions of your company’s name on social media platforms, and read what you find with an open eye and a grain of salt (but be careful not to combine the two). Talent acquisition leaders can easily measure the ways a recruiting chatbot impacts candidate experience and employer brand. By sampling conversations job seekers have with the chatbot, you can look for either pain points or satisfaction. Are candidates asking questions the chatbot can’t answer? Do they express frustration? Or are they emphatically thanking the recruiting chatbot and pleased when they are routed to an actual human recruiter? Learning what the actual conversations look like can help you find opportunities to improve the candidate experience. Internally, there are a few key performance indicators (KPIs) to keep an eye on, and you’re probably already tracking them. If your the conversion rate on your career site improves, you can make a pretty good assumption that your recruiting chatbot is working. Companies using Brazen’s recruiting chatbots have seen conversions increase by 2X. Additionally, look at how the demographics of your candidate pool line up against your goals, because if the quality of your candidates is increasing, you can thank the recruiting chatbot for that as well. Track cost per hire, speed to hire, and applicant-to-interview ratio, looking for patterns. With all these insights, the goal is to identify and leverage what makes your employer brand unique. What do you offer that your competition does not? Why would someone want to come to work for you, rather than the other guys? These are the questions to consider when looking at the data.

Benefiting from your employer brand

An improved employer brand can lead to a lot of tangible business benefits: reduced costs, improved engagement, increased speed and efficiency, etc. With a good understanding of how a recruiting chatbot can affect your employer brand, you’re in a much better position to create a strategy that will maximize the benefits and help your organization meet your recruiting goals. A recruiting chatbot can already make a world of difference in your candidate experience, and we feel strongly that will only improve over time. In 2019, we predict chatbots will have an even bigger impact on candidate experience, and thus on employer branding. If you’re still wondering whether a recruiting chatbot is the right fit for your company’s recruiting needs, check out this article on the three questions talent acquisition leaders should ask before investing in AI-powered recruiting tools. For more about how chat is helping recruiters hire top talent faster, check out our Recruiting Chatbot Revolution eBook below: The Recruiting Chatbot Revolution ad

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