Candidate experienCe Survey reSuLtS intrOduCtiOn as an Hr consultancy, we spend a lot of time talking to our clients about how they can make their selection processes more effective, efficient and engaging. an important part of this is understanding what these processes are like from a candidate’s perspective. exploring what applicants want from a prospective employer at this early stage enables us to provide feedback to Hr professionals and recruiters on what they are doing well and what can be done better. in the second half of 2014 we carried out an international survey to find out about people’s application experiences and their views on what works best in selection processes. the questions were available in english, French, dutch and Spanish. We worked with a number of our clients to promote the survey, segmenting the responses in order for them to benchmark their recruitment processes against the overall results. the survey received over 1,000 responses from 65 countries. a significant number of these responses came from individual client organisations, so in order to avoid bias, the results presented here are based on 561 responses from a wide selection of candidates. We’ve set out this report to focus on the findings of the survey in five important areas; attraction, online tests, interviews and face-to-face assessments, new joiners’ expectations and overall candidate experience. to close the report, we’ve included a few brief tips to reinforce the key learnings from this study and help employers explore how they can improve their approach to selection. if you have any questions about these results or you’d like to talk to us about your people assessment challenges please get in touch via [email protected]. Kind regards, Martin Smith, Cubiks CeO 1
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Candidate experienCe Survey reSuLtS
intrOduCtiOn
as an Hr consultancy, we spend a lot of time talking
to our clients about how they can make their selection
processes more effective, efficient and engaging. an
important part of this is understanding what these
processes are like from a candidate’s perspective.
exploring what applicants want from a prospective
employer at this early stage enables us to provide
feedback to Hr professionals and recruiters on what
they are doing well and what can be done better.
in the second half of 2014 we carried out an international
survey to find out about people’s application experiences
and their views on what works best in selection
processes. the questions were available in english,
French, dutch and Spanish. We worked with a number
of our clients to promote the survey, segmenting
the responses in order for them to benchmark their
recruitment processes against the overall results.
the survey received over 1,000 responses from 65
countries. a significant number of these responses
came from individual client organisations, so in order
to avoid bias, the results presented here are based on
561 responses from a wide selection of candidates.
We’ve set out this report to focus on the findings of
the survey in five important areas; attraction, online
tests, interviews and face-to-face assessments, new
joiners’ expectations and overall candidate experience.
to close the report, we’ve included a few brief tips to
reinforce the key learnings from this study and help
employers explore how they can improve their approach
to selection.
if you have any questions about these results or
you’d like to talk to us about your people assessment
questionnaires and inbox simulation exercises. For every
type of assessment, around two thirds of candidates
rated them both engaging and relevant.
It is interesting to note that only 8% of candidates rated
SJTs as ‘not engaging’. this is likely because these types
of tests are often created specifically for an organisation,
so they reflect the company’s brand and the job role in a
realistic way. Maintaining this connection to the real role
helps make assessments engaging for participants.
In terms of relevance, personality questionnaires
received the smallest number of ‘not relevant’ ratings
from candidates, with just 9% saying they were not
relevant. With the growing use of work-based personality
questionnaires such as Cubiks’ papi™, candidates see
the very real link between these types of assessments
and their future job performance. employers can further
reinforce this link by providing thorough and professional
feedback on these assessments.
it is positive that a large proportion of candidates
rated their online tests as relevant and engaging, but
there were still around a third who said they were only
‘somewhat’ or ‘not’ relevant or engaging. this suggests
that there are still plenty of organisations using tests
that don’t challenge or inspire their applicants, or perhaps
just don’t explain the purpose of their assessments. if
these employers want to attract and select the best
talent, we would recommend they invest in exploring
how they can make improvements in this area.
Communication
The stage at which employers were deemed least
responsive was during online testing. Only 59% of
candidates said employers were responsive at this stage,
compared to 72% at the initial application and 88% at
the interview or face-to-face stage. the format of online
tests may have an influence on this. depending how
tests and invitations are designed and set up, candidates
may feel they have difficulty reaching a member of the
recruitment team to ask questions. also, because these
tests are often taken at home, candidates may feel this
distances them from the employer at this stage.
preparation
Almost half of candidates said they found practice tests
available to them when preparing for their assessments.
this leaves half who were unsure or couldn’t source
practice materials for their tests. these findings suggest
that either employers are unaware that practice tests
would be a useful resource for candidates, or they would
rather their candidates took the assessments without
practice, as that way they might perform more ‘naturally’.
We can distinguish assessments that measure
‘typical performance’ from assessments measuring
‘maximum performance’. Since personality questionnaires
measure an individual’s work style, drivers and motivation,
they provide insight into typical performance. As there are
no right or wrong answers due to the self-report nature of
these questionnaires, it is most important that the candidate
fully understands the process, instructions, and the objective
of completing the assessment. By reading proper briefing
information and trying out a few items, candidates will feel
more comfortable completing the test and this will reduce
the stress some of them may feel.
Ability tests are a well-known example
of assessments that measure maximum
performance. The tests are timed and
candidates need to answer as many
questions as possible correctly within that
given timeframe. Again, it is important that
the candidate can complete some practice
questions in order to understand what to expect. Becoming
familiar with the type of questions through such practice
can have a positive influence on a participant’s pace and
therefore the result of the assessment.
Hannah Olsen, principal Consultant, Cubiks uSa
The results suggest that candidates would appreciate
being provided with more information about the
selection process before taking their assessments,
to help them prepare. 42% of candidates agreed with
the statement ‘if the employer had provided more
information i would have done better’. Furthermore,
31% agreed that they would have achieved a better
result if they had been better prepared.
6
Was the employer responsive? - %who said yes
initial application
Online tests face-to-face & interview
1009080706050403020100
7
intervieWS & FaCe-tO-FaCe
56% of candidates took part in interviews as part of their
recruitment process. this may seem like a small number,
but as a percentage of the overall candidates it reflects
that many may have been rejected at an earlier stage. Of
these, 63% also participated in face-to-face assessments
such as role plays, presentations and group exercises.
intervieWS
Overall, it appears that organisations are running
high quality interviews, as 89% of candidates who
participated in an interview said their interviewers
asked relevant questions. this of course makes a
big difference to the individual’s perception of the
organisation and the process.
Of candidates who didn’t begin working for the employer,
91% of those who said their interview was relevant
also said they would apply again in the future. Of the
candidates in the same position who said their interview
wasn’t relevant, only 27% said they would apply again.
FaCe-tO-FaCe aSSeSSMentS
Out of candidates overall, only 35% took part in face-
to-face assessments. in recent years, online assessments
have become more advanced and better at selecting
in the best candidates. this may have an impact on the
proportions reaching the face-to-face stage, as a
greater number are sifted out earlier in the process.
this could also be influenced by the nature or level of
the roles candidates were applying for. the majority
were from younger age groups and had only a few years
of experience, so they may not have been applying for
the more senior and complex roles typically associated
with assessment centres. although some employers use
assessment centres in other contexts, for instance for
graduate programmes, this is still not common practice.
engagement
in terms of levels of engagement, the stage at which
they took part in face-to-face assessments and
interviews was rated the most engaging by candidates.
although 71% of candidates found the online tests they
took engaging, it is difficult for these tests to rival the
interaction offered by meeting in person.
in many situations it is simply not practical for recruiters
to meet every candidate in person, but this creates a
challenge in keeping candidates enthusiastic about their
application at the online stage. Creating and deploying
bespoke and interactive online tests can help alleviate
this problem, as well as implementing online solutions
that offer automated, yet personalised feedback for
candidates based on their performance.
Communication
According to the feedback from candidates, employers
are the most responsive and best at communicating
when candidates reach the face-to-face stage. this is
likely because by this time, there are lower volumes of
candidates and therefore it is easier to communicate
with them effectively. this was also the stage at which
candidates said they learned the most about the role and
the organisation. this demonstrates the value of face-to-
face interaction; individuals learn the most about a job
and an employer by meeting them and asking questions.
although the ratings were high for employer
responsiveness and availability of information at this
stage, it is concerning that only 16% of candidates got a
brief or debrief on the day of their interview or face-to-
face tests. When employers make the process transparent
and ensure the candidate knows what to expect, this
helps put candidates at ease and can contribute to better
performance in tests and interviews.
What types of face-to-face assessment did you take part in?
role play
prese
ntatio
n
practic
al skills
test
Group exerc
ise
Business
casenone
Simulatio
n
140
120
100
80
60
40
20
0
8
neW JOinerS: MeetinG expeCtatiOnS
in this section of the survey we asked those candidates
who began working for the employer to rate how far their
expectations were met once they began work. When it
comes to retaining new recruits, these factors can play
an important part.
The biggest area new joiners are disappointed
in is remuneration. this is interesting, as in an earlier
question, only 3% of candidates had said remuneration
was the most important factor in attracting them to
apply. perhaps candidates need to give this area greater
priority earlier in their application process, exploring the
compensation and benefits offered by their potential
employer. Or possibly employers need to outline these
more clearly earlier on, managing expectations through
transparency.
in an earlier question, career development and training
and opportunity to progress were rated as some of the
most important aspects that attract people to apply
for a job. it is significant therefore, that in both of these
areas over a quarter of candidates said the employer did
not meet their expectations. this is a cause for concern,
as development was identified as a major priority for
candidates and it appears that some employers are
letting them down.
it is important to note that development initiatives can
be a valuable tool for retaining people. according to
Cubiks’ international research, 93% of employees will
stay longer with an organisation that invests in their
development. the majority of people also say they
would choose a new development opportunity above
a pay rise or extra holidays*.
as development is so important, employers need
to ensure that the promises they make during
recruitment processes can be upheld. it is likely that
clearer information would also help ensure that new
recruits aren’t disappointed, as if candidates are better
informed it will be easier to manage their expectations.
* results from the Cubiks international Survey on development, July 2012
after beginning employment, did the organisation meet your expectations in terms of:
Brand o
r
reputa
tion
Caree
r dev
elopm
ent
& trai
ning
Culture
& v
alues
Job m
atch
with
exp
erie
nce &
bac
kgro
undO
pportunity
to p
rogre
ss
Work
/ li
fe b
alan
ce
remuner
atio
n
120
100
80
60
40
20
0
88%
12%
26% 21% 15%28% 31%
20%
74% 79%85%
72% 69%80%
no
yes
FeedBaCK
Just over half of candidates said that through the
selection process they learned about their strengths
and development areas. this relates to the fact that only
63% overall said they found value in the process. So there
are a significant number – over a third, who reported that
they didn’t learn anything from the process. this would
suggest that a large number of employers are not offering
candidates feedback after they apply for a role.
A third of candidates said the employer’s final
decision was not clearly explained, again suggesting
that employers are not responding to candidates’
applications or explaining to them why they are
unsuitable. Of those who said it wasn’t explained,
only 33% said they agreed with the decision. this
demonstrates how important this feedback is to
a candidate’s perception of the employer, as this
disagreement may well lead to dissatisfaction.
if the decision is clearly fed back to the candidate and
they are given the opportunity to ask questions, they
will understand it better and be more likely to agree.
For those candidates who received such an explanation,
88% agreed with the decision made.
employers may see it as an impossible or impractical
task to give individual explanations to every candidate,
but this feedback does not have to be given in person
every time. For instance, if candidates took part in online
tests, the explanation could be offered in the format of
an automated email that provides the candidate with
information on their performance and why it didn’t meet
the required standard.
it appears that this feedback also has a role in helping
candidates feel they were treated fairly and given an
equal chance. 89% of the candidates who received an
explanation of the final decision said they were satisfied
they had been given the chance to demonstrate their
suitability for the role.
Can you suggest anything that would improve
the process? Feedback, information and communication
were strong recurring themes in the free text responses
from candidates.
9
OveraLL Candidate experienCe
role informationprocess tests
communication
feedbackfocus quality
exercisesability
10
FairneSS and Candidate perCeptiOnS
45% said they were not completely satisfied that the
recruitment process gave them the opportunity to
demonstrate their suitability for the role. this is another
area that could, again, be linked with the fact that a lot of
candidates said they would have liked more information
and better communication from employers throughout
the process.
Candidates are more likely to report positive
experience when they understand why an assessment
tool is used as part of a recruitment process, how it relates
to the job and how decisions regarding their suitability are
made. To help achieve this, it is important that transparent
information is communicated to applicants upfront, during
and after the process. This should include the reasons why
the assessments have been chosen, some familiarisation
with what to expect and what to do during the assessment
process, where and when decisions will be made, and how
they will receive feedback.
A better candidate experience will result from this, which
is likely to lead to benefits for an employer such as a better
reputation, fewer challenges from applicants, and more
motivated candidates going through the process and
eventually joining the organisation
paul yarker, Managing Consultant, Cubiks r&d
Overall, 82% of candidates felt they were treated fairly
by the recruiting organisation, and 70% said they left the
process with a positive impression.
Fairness is a very important part of any recruitment
process, and every employer wants to provide an
objective process for candidates. the survey results
demonstrate that when an individual perceives that the
process enables them to demonstrate how suitable they
are, they will perceive the process to be fair, even when
they are rejected.
96% of candidates who were satisfied the process gave
them a chance to demonstrate their suitability for the
role also agreed that they were treated fairly.
eMpLOyer Brand
it appears that employers are increasingly aware of the
need to demonstrate their brand in the recruitment
process. 68% of candidates reported that the recruitment
process was clearly connected with the employer’s
brand. Of these, 89% said they left with a positive
impression of the organisation. although this appears
positive, there are still almost a third of candidates who
either didn’t connect the recruitment processes with
the organisation’s brand or were left with a negative
impression of the organisation and their brand.
How was the experience overall?
Overall, 65% of candidates said they were satisfied
with the end-to-end process. this leaves some room
for improvement, with over a third finding employers’
processes unsatisfactory.
a key indicator of whether an individual had a good
experience is whether they would come back for more.
Of those who didn’t start working for the employer,
71% said they would apply again.
Of the candidates overall, 77% said they would
recommend a friend to apply. it is positive that such
a large proportion would make this recommendation,
but this still leaves almost a quarter who would not.
it would be interesting to carry out some further
investigation into this area to discover why these people
wouldn’t recommend a friend to apply and the possible
impact that this could have on an employer’s reputation.
Cubiks international HQ, ranger House, Walnut tree Close, Guildford, Surrey, Gu1 4uL. t +44 1483 544 200 F +44 1483 544 230 e [email protected] W www.cubiks.com
taKeaWayS
10 tips to improve your selection process
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