According to a recent study commissioned by the KÖNIGSTEINER Group, more than a third of respondents (34%) have already decided not to apply because an employer required a cover letter in their job advertisements. This result is an indication of how certain paradigms are continuing to shift throughout the application process. If employers do not react to this shift or react too late, this will inevitably lead to difficulties in filling vacancies in a targeted manner.
Another reason for not applying, according to the survey: 28% did not apply because they were asked for a photo in job advertisements. This is also a clear indication of the change in the job market.
Of course, there are many reasons over which the HR department has no control. The general conditions of a vacancy are usually determined elsewhere in the company and the personal reasons potential applicants might have for dropping out are far beyond your authority. However, there are also a large number of factors that can be influenced in order to keep the drop-out rate for applications as low as possible.
The first impression (job advertisement)
The job advertisement is often the first impression. To avoid creating a hurdle for the applicant at this stage, the advertisement should be clear and concise. Consider this step as an opportunity to introduce yourself as a company. Convince them with attractive benefits and an authentic culture of values.
Also important: no false statements or promises that cannot be kept later. Transparency and honesty are big plus points here. Texts that are too long, convoluted sentences and unclear wording should be avoided. Of course, there are jobs with a complex requirements profile that need to be described accordingly. However, it is worth limiting all details to the essentials as much as possible and formulating them clearly.
Not only the textual part plays a role here. The layout of the advertisement must also be appealing and contribute to readability.
The figurehead (website)
The company website plays an important role in many cases. Whether the application is processed directly via a careers page or a dedicated landing page, or whether applicants find out more about the provider. It is always desirable to make a good impression on the website. In the best case scenario, the positive image that an applicant has already gained from the well-designed job advertisement is reinforced here.
All the necessary information about the employer and the job offer should be easy to find. It has long been particularly important to have a mobile-optimized website, as most of the traffic on the Internet comes from mobile devices. If the site is slow or difficult to use, this can lead to a frustrating user experience and ultimately to an unsubmitted application.
The application process
Very similar factors apply to the application process itself. Back in 2019, a survey by Softgarden showed that 56% of job seekers abandoned an application because the application process was too cumbersome.
Therefore, keep the process as lean and simple as possible. Long forms that ask for a lot of data, documents that have to be uploaded as attachments or - as mentioned at the beginning - application letters that are mandatory: These are all hurdles for potential applicants that can quickly lead to them dropping out.
Nobody likes to wait for feedback (communication)
If the application has already been received and is waiting to be processed, not too much time should pass before candidates receive feedback from the employer. If the entire process extends over a longer period of time, it makes sense to also communicate interim statuses. Open, authentic and appreciative communication is always appropriate. Personalized messages are recommended and not just automatically generated or pre-formulated standard emails.
As soon as an interview takes place, the same requirements apply, supplemented by the next aspect.
Image & Appearance
This point is somewhat more far-reaching and is not just about the application process. Rather, it is about embodying a desirable corporate culture as a company and presenting it to the outside world accordingly. Both recruiters and people from specialist departments who are present at job interviews give a very direct impression of the atmosphere and the way the company is run.
It can't hurt to take a critical look at yourself in this respect too. Are you able to present the work culture authentically and paint a sympathetic picture of the working environment for the applicant?
Unsuccessful applications are part of everyday life in human resources. However, in order to minimize their probability, there are definitely some things you can do to improve the process. It is always crucial to take the applicant's perspective, make the process as simple as possible and be authentic and appreciative in your communication.
Sources:
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