This advent calendar presents 24 practical suggestions from Potentialpark's upcoming research study on how to improve the candidate experience. With a special bonus at the end.
This week in the Advent Calendar we are unwrapping the not-so-joyful moments of the job application process - and how to avoid them.
Today, let's talk about a common frustration: mandatory registration steps in online application forms. It's not popular. So we've got some alternatives and insights to share.
The dreaded mandatory registration - what's the deal? 🤔
After a long search, a talented job seeker has found the perfect job, hits "APPLY NOW", only to land on a registration page. What sounds logical, is perceived as quite frustrating by some candidates.
Picture: I asked ChatGPT to imagine the scene of a job seeker registering for the umpteenth time.
Mandatory registration can feel like an unnecessary hurdle, especially when you're applying to multiple jobs. This may sound trivial, but it is not if you imagine having to sign up 20 times when you apply to 20 companies, and it's your 9th time creating an account in Workday or the 6th time in Taleo.
According to Potentialpark's new surveys, 49% of students and graduates in the US say their biggest frustration applying online is that "the application process is too long and complicated", and numbers are similar in Europe and Asia.
The analysis also shows what some employers do to avoid this step and to reduce drop-outs in their ATS.
Alternatives to Mandatory Registration - A Breath of Fresh Air! 💨
There are three main solutions we have seen in Potentialpark's research over the past years:
Solution 1: The Optional Tick Box: Imagine finishing your application and then seeing a friendly little tick box saying, "Would you like to create an account?" It's optional, no pressure - and just a click.
This is what Alten France offers (in French): an option to create or not create an account at the end of the application.
Solution 2: Apply With or Without an Account: Right at the beginning, you get two clear paths - apply with an account (if you're a returning applicant) or go the guest route. Freedom of choice gives candidates the control.
zeb makes a particular nice job here - even illustrating the pro's of both options:
Solution 3: LinkedIn parsing: Allowing applicants to import their name, contact data and even their entire CV from LinkedIn can simplify the sign-up and the rest of the application.
For its Talent Comm 2024 study, Potentialpark analyzed 310 top employers in the US, Europe and Asia. More than 50% had a LinkedIn parsing option. So this is becoming a household functionality in ATS.
Here is an example from UnitedHealth Group:
In conclusion - make it simple and transparent! 🎉
It's always a good idea to make the application process as pain-free as possible. The registration step is often a mental barrier. A little flexibility goes a long way in giving candidates a positive experience.
And which ever solution you use: if you explain its advantages to candidates they will usually follow along.
BONUS: Would you like to receive the results of Potentialpark's new Talent Comm 2024 study in a few weeks? Sign up on the Potentialpark website to secure a free research expert talk (no strings attached) and tickets to Potentialpark's events to meet peer HR marketers.
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