The type of applicant communication can play a decisive role in the competition for skilled workers. Hitting the right note with candidates is a big step forward. HR managers can find out what is important here.
The forces in recruiting have shifted. Whereas in the past it was the companies that selected the applicants, today it is often the other way around. If specialists now register on their own initiative or in response to a job advertisement and are then shortlisted, they usually have the upper hand. This is due to the continuing lack of qualified personnel for demanding and managerial functions.
In addition, candidates often gather detailed information about their potential new employer before submitting their application. For example, they study online evaluation portals on which companies are evaluated by current and former employees. Or they use other Internet sources and research the general market situation in the respective industry and the individual situation of the company in question.
On the one hand, this makes the work of HR departments easier because they are dealing with well-prepared counterparts. On the other hand, they are aware of their strong position and are quite demanding when it comes to salary, work-life balance, and benefits, for example. Also possible: You ask critical questions. So some people dig deeper in the interview and want to know why a vacancy has become available. Companies have to adapt to this.
What is required is transparent and appreciative communication with applicants. This means not just treating candidates as “numbers”, but treating them as people with individual needs and treating them with respect. In the ongoing war for talent, and appreciative, professional approach to applicants is required. Today, being professional means responding to the candidate both factually and emotionally and, for example, enticing passive candidates into the company by addressing them directly.
Ultimately, it is about the following causal chain: Better applicant communication leads to a better candidate experience and a better image as an employer. This can be crucial in the decision of professionals for a position in your company.
The right attitude is so important
A prerequisite for up-to-date applicant communication is a rethinking in the HR departments. Those who work there must be aware that soft skills such as empathy are more important to them today than ever before. All executives should be (or become) convinced of this.
The common goal must be…
- to attract the attention of professionals.
- meet professionals in partnership.
- Support professionals throughout the application process.
Dealing with applicants: Be open and transparent
The appreciative communication with applicants begins with the formulation of your job advertisement, your presentation as a company on online career pages, and your (digital) exchange with the candidates. Supposed little things often play a big role. A message in the style of a mass email (and without a personal address) about the receipt of an application can already deter some applicants. Promising employees may even withdraw their applications. This can be a missed opportunity for the company. And it may also lead to negative comments and reviews on social media channels.
To avoid this, you should observe the following basic rules when dealing with applicants :
- Confirm receipt of an application as soon as possible.
- If there are delays during processing, please let us know.
- If you have questions or are unclear about certain points in the application, it is better to clarify them directly instead of possibly drawing the wrong conclusions from them.
- If candidates make it to the next round or shortlist, then inform them about the next steps.
- In particular, do not write refusals according to a formula. Try to formulate them personally and forgivingly. You may create different templates for this purpose that do not sound like the usual phrases.
As an HR manager, it is best if you put yourself in the position of the job seeker. Think about what questions they might have.
Job ad:
- What are the key responsibilities of the position?
- Is it more of an operational or conceptual/strategic activity?
- where is the place of work; e.g. B. inside or outside a city?
- Which tools and other work equipment are important?
- What does the immediate environment (colleagues, business partners and customers) look like?
Career Pages:
- What type of application is desired (by e-mail or application portal)?
- Who is the addressee of the application?
- Which papers and documents are expected? Can missing ones be handed in later?
- What happens after receipt of the application?
Invitation for an interview:
- What is the best way to reach the place of the interview?
- Are travel expenses covered?
- Is there a specific dress code?
- Who are the interlocutors? Are there potential team members among them?
- What are the key issues?
- Will the future workplace be shown?
- How long is the appointment?
As I said: treating applicants with respect is also about objectivity. But that doesn’t mean being stiff. Instead, keep your ads, emails, or letters more casual. Ideally, you express yourself as if you would not write to the applicants, but rather have a friendly conversation with them. This reduces the distance, takes away any fears, and creates a certain trust. In addition to designing career pages and job advertisements, a similar approach is also recommended for your communication via social media channels, by e-mail or letter, and for telephone calls.
A digital applicant management system can be a helpful tool here. Depending on the variant, it supports HR managers, among other things, in …
- to accept applications.
- to assess candidates.
- meeting dates and deadlines.
- Store and analyze applicant data.
- Formulate and publish job advertisements.
- to manage contacts.
This has consequences: Errors in applicant communication
So companies have to pay more attention to applicants. If they don’t do this and also make typical mistakes in recruiting, this can have unpleasant consequences in the long run:
- The number of applicants is falling.
- It takes longer to fill vacancies.
- Recruiting costs are increasing.
- The image as an employer suffers.
If you notice these or comparable developments, you should take countermeasures in the manner described above. It also helps to avoid the following common mistakes:
- Do not respond to receipt of an application.
- Keep postponing announced deadlines and putting applicants off.
- Confusing or incorrectly formulating salutations and names.
- Not answering questions from candidates.
- Enter wrong contact persons.
- Do not send cancellations.
Remember: In the current situation of a shortage of skilled workers, it cannot be taken for granted that someone will be interested in your company and want to work for you. And even if you don’t get a chance this time, you could be a good fit for an open position in the future. Therefore, she or he should keep you in good memory.
We would be happy to support you in your search for suitable new employees. If you wish, we can make a pre-selection for you and present you with good candidates at short notice. Simply send us your personnel request – we will get back to you as soon as possible.
