Are You Attracting Candidates and Then Losing Them?

November 3, 2020 at 10:19 AM — Post

Appcast is a huge proponent of creating job ads that attract candidates. An earlier blog post explains what it takes to create such ads.

But attracting candidates is only one step in the recruitment advertising process. If you attract candidates only to lose them during the application process, your brilliant job ad is all for naught.

This isn’t about your apply rate. You can have a decent apply rate and still be losing candidates—especially if you have an arduous or questionable apply process that causes candidates to start but not complete a job application.

How common is this? If tweets tell the tale, it’s more common than you may realize.

A recent search on “job application” at Twitter returned numerous examples. Here are some highlights.

It’s about time

“I’m 19 minutes into a job application requiring that I enter when I graduated high school. Month and year. Oh and required resume but enter everything again in app portion.”

“You ever quit a job application halfway through because [expletive] they started asking for too much? Or is it just me [three crying emojis]”

“I’ve just spent 2 hours completing an online job application and an assessment test! [facepalm emoji]”

It’s about unnecessary or offensive information

“A job application just asked me to identify my ‘sex at birth’ and holy [expletive expletive], y’all, DO NOT DO THIS.” [see image]

“Can we stop putting ‘Sex’ on any legal or professional document? The only person it’s EVER maybe [expletive] relevant for is my doctor. No one looking at my license needs to know. No job application needs to know. No bank. No one. It’s no one’s [expletive] business. [Expletive] over it.”

“Why the [expletive] is this being asked on a job application? Not the first time I’ve seen it” [see image]

It’s about user-friendly technology

“Doing a job application that won’t accept documentation in PDF format but apparently I can upload a .gif for proof of address.”

Beyond job application challenges

The search at Twitter uncovered additional issues with the apply process that are worth sharing.

“[Four crying emojis] *fills out job application 2,456.”

“Or my favorite, they respond to you 6 MONTHS LATER asking if you’re still interested. Like, nah, b, I got a job??”

“My dad was working at the same company for 30 years at the time, and his boss told him there’ll be an opening next year but he needs to take a supplemental course to qualify for it. So he did. He worked hard, got an A. They didn’t give him the job.”

“One time I applied for an open position with better pay at my job and at the interview the interviewer misheard something I said and used that as an excuse for my rejection. When I corrected her what I said she was like ‘Oh. Well. Still.’

“dude what did they even hear??? Yikes

“IIRC it was something regarding my days available or something simple as that.”

What this exercise shows

In addition to revealing that a lot of people use expletives on Twitter, this exercise shows that a lot of people are unhappy with one facet or another of the recruiting and hiring process. Interestingly, after an initial search, a second search returned even more tweets about job applications.

Why does it matter?

Appcast Research finds that user-friendly job applications, those which can be completed in one to five minutes, result in a lower cost per application (CPA).

In fact, the more time it takes, the higher the cost. When a job application takes 15 minutes or more to complete, the CPA is more than three times higher than when an application takes one to five minutes.

Why such a difference? When a job application is easy to complete, more candidates follow through on the process; this results in more applications and therefore a lower cost per application (CPA).

Your application process doesn’t only impact the number of applications you will or won’t receive; it impacts your employer brand. Other interaction with candidates also impacts your employer brand, as these tweets show.

So, yes, craft effective job ads. Polish them until they shine. Just don’t forget the rest of the process. It requires your attention, too.

*If you want to conduct your own search on Twitter, enter “job application” (with quotation marks) in the search box.