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Employers have the opportunity to develop loyal consumers during the recruitment process finds new research from ManpowerGroup Solutions.
Surveying nearly 18,000 candidates in 24 markets, including 752 from Singapore, the report titled “Add to Cart: Candidates are Consumers, Too” revealed more than half (54%) of respondents globally said candidate experience directly influences whether they choose to buy a company’s products or services. In Singapore, that increased to 58%.
While some may think this negative impact is as a result of disgruntled, rejected candidates spreading sour grapes, the research suggested otherwise.
Topping the list of candidate experiences that negatively impacts purchase intent in Singapore was lack of transparency on salary or job description, with 65% saying it impacts purchase intent.
That was followed by a tie between a negative interview experience and no employer follow up after initial interview (61%), while no response to a submitted job application ranked fourth (60%).
In contrast, rejection after an interview only ranked eighth.
When asked about the impact of employer brand on purchase intent, about half (49%) of candidates in Singapore reported that lack of employer-employee trust has a negative impact on their purchase behavior.
In fact, the most impactful aspects of employer brand on sales all relate to the relationship between the potential employee and the organisation, including lack of transparency (48%) and lack of consistency in words and actions (43%).
ManpowerGroup Solutions’ research revealed today’s candidates’ frame of reference for applying for a job is increasingly the online buying experience: personalised, streamlined and steeped in customer service.
In Singapore, 2 in 5 candidates (42%) expected applying for a job to be as easy as buying products and services online.
Linda Teo, country manager, ManpowerGroup Singapore, said: “Developing a robust strategy to ensure candidates have a great candidate experience at every touch point is critical to attracting the brightest and best and nurturing existing or future consumers. Transparent job descriptions, clear values and offering a good interview experience all contribute to the experience, and ultimately to both whether a candidate accepts an offered position or chooses your products and services.”
To underscore the importance of a great candidate experience, the research revealed 56% of candidates in Singapore would tell others about a negative experience. Meanwhile, 57% said the negative candidate experience of a friend would make them less likely to buy a product or service.
Candidates share their experiences in person and through technology. About four in five (82%) candidates in Singapore candidates would share their negative experience in a one-on-one conversation – 15% would post it to social media while 11% would post it on an employer review site (e.g., Glassdoor. com).
Thankfully, the reverse is also true, with 60% of candidates in Singapore saying they are more likely to work for a company whose products they buy or use. Loyal consumers often connect with companies based on a perceived set of common values, so candidates may feel connected to organisational culture through their consumer experiences, the research noted.