As consumers, we have come to expect personalized experiences in our interactions with companies that reflect our own interests, tastes and demands. We have more purchasing options and power than ever before, and require marketers to engage us at our own individual level rather than appealing to us en masse. And that’s why companies, like Amazon and Netflix, who design and deliver individualized content are the most successful in today’s challenging consumer market.
Why Content Personalization Matters
According to Forbes, “60% of Netflix rentals stem from personalized messages based on a customer’s previous viewing behavior and 35% of Amazon’s sales are directly attributed to suggesting products an individual might like based on their unique behaviors and purchases. By captivating their customers in the right moment and delivering relevant experiences, brands like these are witnessing higher conversion rates and increased customer loyalty.” Simply said, converting prospects into customers means providing tailored experiences based on individual behavior and personal preference.
And the exact same is true for interacting with candidates. Candidates today expect the same consumer-grade experiences they receive in B2C interactions, so it’s essential that you deliver personalized content that resonates with each person’s job preferences, background and engagement level with your company. When you start to deliver a more tailored candidate experience, much like in the consumer world, you will start to see higher candidate conversion rates—attracting more of the right talent at the right time for your organization. So let’s take a look at five essential ways you can go about personalizing content to your candidates and deepen your level of engagement with them to drive recruitment results:
#1: Personalized Career Site Navigation
Your career site is the hub for your recruitment activity. And what better way to personalize the candidate journey than by using what you know about your visitors to provide individualized navigational content on your site. For example, if a visitor was searching for a nursing position in a specific geographic area, then during his or her next visit to your career site, you can show links in your site navigation to open nursing positions in that same location. By adjusting navigational cues based on visitor information or past behavior, you can start to deliver a more tailored experience for candidates.
#2: Personalized Career Site Content
When a visitor comes to your career site, his or her background and past affiliations impact what he or she is interested in viewing. Take for example a veteran who is viewing content on your site. By adjusting content shown based on known visitor information, you can show career site content that features veteran benefits or specific services your company offers directly to veterans, making the experience more relevant and more personal to the job seeker.
#3: Personalized, Predictive Recommendations
Similar to Amazon or Netflix, one of the best ways to engage candidates is to provide content that recommends or suggests other areas for consideration. For example, if a visitor views an engineering job during a past session on your career site, then you should provide other previously unviewed engineering jobs that may be of interest to him or her. Or say a visitor has a profile on your site that includes sales-related job titles. He or she might want to be provided with a list of suggested sales jobs open at your organization. Anticipating and providing recommendations for other open positions lets candidates know you are tailoring their job search specifically to them.
#4: Personalized Levels of Engagement
When job seekers visit your career site, they likely have had interactions with you previously. And it’s their level of engagement that should determine how you further interact. For example, a candidate may visit your career site from a campaign in a talent network. So you would definitely not want to re-invite them on your career site to join your network again. Knowing the existing level of interaction a candidate has with your company can help you determine how to continue to convert each candidate in their candidate journey and continue to personalize their experience.
#5: Personalized Campaigns
When you know how job seekers and visitors are interacting with content on your career site, you can start to create targeted or segmented campaigns from your candidate relationship management system that will further engage them. For example, let’s say you have a microsite for nurses for a specific city. For all active visitors on this microsite, you could invite each individual to a meet-and-greet networking event at your hospital. Using what you know from existing candidate behavior on your microsite, you can develop and deliver personalized follow-up campaigns to deepen your relationships with them.
Delivering a Personalized Candidate Experience With a Trusted Partner
While it may seem overwhelming at first to design and deliver tailored experiences that reach candidates on their own level, working with a partner who has the experience and expertise to understand candidate behavior, personalize content and increase engagement with job seekers can help your recruiting organization solve the challenges you have in delivering a highly personalized candidate experience.That’s why we’re excited to announce the all-new Talemetry Candidate Path. With Candidate Path, you can easily deliver personalized content to empower the candidate journey and build ongoing relationships. Our new tool allows you to create highly personalized content for candidates and target audiences. Whether it’s adjusting navigational cues, tailoring content shown, or providing recommended jobs or actions, you can now easily optimize the content that individual candidates see based on visitor information and browsing history. Candidate Path also gives you the power to change content shown based on candidate context and to create targeted email campaigns for follow-up from previous interactions with your content. It’s a whole new way to personalize the candidate experience, empower new recruiting strategies and drive results for your organization.