By Kara Kuryllowicz, courtesy of Workopolis
An experienced, highly qualified forty-something electrician was frustrated and baffled when his online submission to a major hospital was rejected. Convinced he was perfect for the job, he was also smart enough to ask an expert for help.
"Candidates 35 and up often don't know how to apply online, which means prospects and employers are losing out," says Wayne Percy, senior partner and privacy officer at Derhak Ireland & Partners Executive Search in Toronto. "Younger candidates automatically include a one-page addendum with keywords and meta-phrases every time they submit a two-page resumé."
To highlight the inefficiency and fallibility of the hospital's submission tool, the electrician used what he'd learned from Percy in a subsequent application and was asked to interview for the position of pediatric emergency doctor although his submission clearly stated, "I do not have a medical degree. I do not have pediatric experience." To prove his point, he'd addressed each of the 10 factors requested using their exact phrases and wording. While profoundly annoyed that he'd wasted her time, the HR administrator later asked him to speak at a lunch-and-learn seminar on how candidates really feel about online applications.
Online applications are often the only option for large employers such as the Greater Toronto Airport Authority which receives about 10,000 applications monthly.
When recruiting online, employers need to deal with candidates as efficiently, respectfully and as humanely as possible because it affects the organization's reputation and image. Even something as simple as an automated "thank you for your resume" goes a long way to reassure an applicant that their resume was even received, and it's something few organizations do.
"What people say about your firm, in any context, does matter," says Percy.
The online submission tool certainly plays a key role in the application and screening process. But most candidates, particularly the under-30 candidates, also strategically use a multitude of online research opportunities, such as job boards, recruitment firm web sites and particularly the company's own corporate site, to research, sort and plan for optimum results, says Michele Culter, national director, marketing and communications, Ray & Berndtson Canada, Vancouver.
"Including a career page on your corporate site is not enough today," adds Marshall Schnapp a partner at New Media Links in Toronto. "Offer meaningful information and insight. Address the culture; show them your commitment to diversity. Discuss the work environment and how you give meaning to the issue of work-life balance, which may include telework as an option."
Percy believes that just five per cent of employers have truly perfected their online submission tools, but experts say a number of relatively easy fixes and adjustments will address many of the most common complaints. In a nutshell, customize your process as much as possible and be mindful of common sense etiquette and courtesies to effectively draw and screen the most suitable individuals.
- Offer peace of mind. Let candidates know that their professional and personal information is confidential and secure in your database.
- Make intuitive navigation a given.
- Be inclusive. Accommodate those who may be visually or hearing impaired as well as those who lack Internet access or are limited to dial-up by offering alternative touch points such as phone and fax numbers. A helpHR@abc.com address that promises a reply within 24 to 48 hours can also provide a connection.
- Be clear about the number of steps users must complete.
- Semi-automate the process so that fields such as name and address will be pre-populated.
- Allow attachments such as cover letters and resumés.
- Demand the relevant information. "Electronically screen candidates so that you're contacting and interviewing only the top candidates," says Dr. Michael Godkewitsch, partner, LSM Consulting, Toronto. Expect candidates to invest five to 15 minutes supplying position-specific information. "Too brief a form negates the purpose of the submission system and impedes the process for the applicant and employer," adds Culter. Rather than accept résumés, one employer asks candidates to detail their skills and experience by responding to three essay-style questions. (you can create this online when you post a job on workopolis.com)"This request immediately eliminates 90 per cent of those who aren't sufficiently interested, committed or qualified," says Percy.
- Include a mechanism for fixing typos or replacing an attachment with the correct document.
- Reply. Program the tool to acknowledge receipt and confirm the position for which they've applied.
- Tell them what's next: when will candidates be contacted, how long will their information be stored, when should they reapply.
Use these tips and guidelines to overhaul or fine-tune your online submission tool, then sit back and watch everyone involved reap the benefits.
