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.
In yesterday's post, I unveiled a surprising insight: it's not Glassdoor, but Indeed that reigns as the number one global review platform. They're leading the pack with the highest traffic.
If you're finding this hard to swallow, let me share some hot-off-the-press data from Potentialpark's Talent Comm 2024 survey:
We're talking about feedback from over 1,000 young candidates in the US. The trend is consistent across Europe and Asia: Indeed leads, followed by Glassdoor and various other, often local, competitors.
Yes, people are reading these reviews, and they're definitely attracting attention. But how much do candidates really trust them? What's their actual perception of these review platforms?
Do these platforms genuinely influence candidate decisions?
Years of data collection by Potentialpark consistently lead to one conclusion: they absolutely do.
It's not just that reviews are ubiquitous; it's that candidates place their trust in them.
To put the impact into perspective, just look at this graph:
Roughly two-thirds of candidates who read reviews end up deciding against applying. That’s a significant impact.
This highlights not only the influence of review platforms but also the weight of a negative employer brand perception. Unfavorable reviews can seriously hinder your recruitment efforts.
So, at what point in their journey do candidates encounter these make-or-break reviews?
When exactly do they consult your reviews?
According to Potentialpark's findings, here's the unfortunate truth:
64% of surveyed candidates read reviews before deciding to apply, to see if it's even worth their effort.
This moment is crucial. These candidates are already heavily invested in their job search. You might have invested in attracting them through Google ads or Instagram content, building brand awareness through various touchpoints.
You were so close to winning them over. They might have even selected a job, added it to their cart, ready to hit "apply" – but then, they back out. Often for good.
So, what exactly are they looking for on these platforms? What triggers their decision to walk away at this costly moment?
What do candidates find most valuable on review platforms?
So last but not least, let's zoom all the way in:
It's no shock that salary information tops the list of sought-after details. This piles even more pressure on employers to be transparent about their pay scales.
Close behind in importance are company ratings (like stars or scores) and the written reviews (individual opinions).
Interestingly, job ads are much lower on the list – only 14% are primarily there for them. This makes sense when you consider that many candidates already have a job in mind. They visit review platforms precisely to vet the employer, remember.
What matters most to candidates, and likely where you lose them, are candid opinions about you as an employer: your pay, work environment, and popularity among applicants and employees.
So, the takeaway is clear: review platforms play a crucial role for candidates, potentially costing you applicants. The root cause? Negative feedback from your workforce.
That's a lot of data to unpack in one day. But it leaves us with a critical question: how can you improve your score on these review platforms?
There are plenty of myths out there, and I think that deserves a spotlight in its own right. So, stay tuned for tomorrow's Calendar Door. Hope to see you back!
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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