Candidate experience is crucial for employer branding in the aid sector. Here's why.

In the competitive world of international development, where development agencies, consulting firms, and non-profit organizations compete for top talent, candidate experience often determines your organization's success. Since recruitment involves both parties, providing and receiving feedback are important but often underused tools that can greatly improve candidate experience and strengthen your organization’s employer branding strategy.

The importance of an employer branding strategy

An employer branding strategy outlines how a company aims to shape the perception of its brand among employees and the broader market. This strategy is crucial because it affects every aspect of a business, including recruitment, employee retention, performance, and profitability. Interestingly, 75% of job seekers evaluate an employer's brand before applying for a position. A strong employer brand can cut hiring costs by 50% and boost the number of qualified applicants by another 50%. On the other hand, companies with a weak employer brand might have to offer a 60% salary increase to attract top talent.

Key elements of a great candidate experience influencing employer branding

1. Application process: First impressions matter

The application process serves as the initial interaction between a candidate and your organization, establishing the tone for the whole recruitment experience. A smooth and user-friendly application process demonstrates that you appreciate the candidate's time and effort.

2. Communication and engagement: Keeping candidates in the loop

Maintaining candidate engagement during the recruitment process relies heavily on effective communication. Providing regular updates and responding promptly helps candidates feel appreciated and respected, which is vital for establishing a positive employer brand.

When should you communicate during the hiring process? There is no set schedule to follow, but it is crucial to keep candidates informed about their progress and upcoming steps. Generally, an effective recruiter will reach out to each candidate during the stages after the application, before the interview, and after the interview.

Here’s an illustration of a well-rounded communication plan, designed by the author of this article.

3. Interview experience: Showcasing your organizational culture

The interview serves as more than just an evaluation tool; it's a chance to highlight your organization's culture and values. By providing a respectful and engaging interview experience, you can leave a lasting impression on candidates, regardless of whether they are offered the job.

4. Feedback and follow-up: Closing the loop

   
   

Offering constructive feedback to candidates, particularly those not chosen, reflects respect and promotes a balanced relationship. It indicates that your organization is dedicated to supporting professional growth, even if they don't become part of your team.

Prompt and constructive feedback benefits both the recruiter and the candidate by saving time, ensuring a positive experience, and keeping the candidate interested in future opportunities with your organization.

To learn more about the transformative techniques for exceptional dialogue with candidates, read the previous DevelopmentPeople article about mastering the art of feedback.

Final word

Candidate experience is more than just a formality in the recruitment process; it is fundamental to your organization’s employer branding strategy. By focusing on candidate experience and diligently gathering, evaluating, and implementing feedback throughout the recruitment stages, you can develop a more engaging and respectful process. This approach will not only improve your employer brand but also assist in attracting and retaining top talent in the international development sector. Embrace the feedback frontier – your future leaders in international development will appreciate it.

DevelopmentPeople is a trusted HR business partner focusing exclusively on the international development and humanitarian sectors. Since 2007, we have provided HR consulting and global talent acquisition support worldwide, assisting non-profit organizations, consultancy firms, government, and major donors.