Modern recruitment requires a multichannel communication strategy combining email, text, and video platforms to meet candidates' expectations for instant, personalized updates throughout the hiring process.
Key Takeaways
- Job seekers want continuous communication throughout the hiring process, so a multichannel strategy is essential for maintaining engagement.
- Modern candidates expect instant responses across multiple platforms, with 80% saying frequent status updates would improve their hiring experience.
- Traditional siloed communication channels no longer suffice. An integrated approach using email, text, and video platforms is essential for successful recruitment.
With Korn Ferry projecting a global talent shortage of 85 million unfilled jobs by 2030, recruitment marketing professionals must evolve their approach to stay competitive. As 81% of job seekers demand continuous communication throughout the hiring process, maintaining candidate engagement while showcasing organizational value propositions requires a modern, strategic approach to candidate communication.
Candidates expect seamless, personalized, and responsive communication across multiple platforms. Employers who fail to meet these expectations risk losing quality talent to competitors who do. Talent acquisition (TA) professionals must recognize that traditional recruitment communication channels no longer suffice. They often operate in silos, which creates gaps in candidate engagement.
By adopting a multichannel candidate communication strategy, recruitment marketing professionals can overcome challenges such as a lack of personalization and delayed responses. An omnichannel approach engages candidates on multiple mediums and keeps them apprised throughout the hiring process.
Modern Candidate Communication
Job seekers want instant responses and updates, and flexibility in communication channels. Some prefer formal email updates, while others appreciate the convenience and timeliness of text.
Understanding job seekers' communication preferences is essential for developing an effective multichannel strategy. Recent data reveals compelling insights into how candidates want to engage with potential employers:
- 80% say that frequent status updates would improve their hiring experience
- 47% prefer texting
- 56% rank phone calls as their "least preferred" communication method
Researchers also found that 40% of job seekers described their previous job search as long and frustrating. A staggering 72% of respondents expect the hiring process to take three weeks (or less).
To meet these expectations, TA professionals need to adopt modern technologies such as AI-powered chatbots and advanced analytics tools. These solutions give hiring teams a glimpse into their talent pools and the audience's communication preferences.
By collecting relevant metrics, hiring teams can also gain actionable insights into talent pools, age trends, and other pertinent data that may influence candidates' communication preferences.
Flexibility is a recurring theme in candidate engagement. The goal is to ensure that job seekers receive important alerts and information in a timely manner.
Core Components of Multichannel Communication
A multichannel candidate communication strategy doesn't involve simply sending and receiving messages via multiple mediums. Hiring teams should use all channels cohesively to promote candidate engagement and a seamless hiring experience. With that in mind, consider the following options:
Email Communication
Email remains a cornerstone of communication. Recruitment professionals can consider email when they need to:
- Send formal updates like job offers or interview details
- Conduct personalized outreach based on candidate profiles
- Set up automated campaigns for follow-ups and appointment reminders
Email messages should be part of the communication strategy, not an afterthought or a separate form of communication. One way to integrate email into the hiring process is to send candidates automated text messages notifying them that they've received a time-sensitive email or include calendar links within email messages.
Including the candidate's name and specific details in an email provides a personalized feel. Subject lines should be concise and action-oriented. Additionally, the email should end with clear calls to action (CTAs) and links to the next steps.
Text and Mobile Messaging
Texting offers instant communication ideal for time-sensitive updates. Text messages have high open rates, preventing the hiring process delays, and enabling recruitment teams to speed up the process. Use text messages to:
- Send interview reminders
- Provide application status updates
- Alert candidates to time-sensitive job openings
Video Platforms
Video plays a key role in recruitment marketing and candidate communication. Platforms like Microsoft Teams and Zoom capture the energy of face-to-face meetings while offering convenience for all. Deploy video platforms to:
- Conduct video interviews
- Build connections via non-verbal communication (e.g., facial expressions)
- Record responses to interview questions, enabling hiring teams to review responses more thoroughly
Talent acquisition professionals should consider making video a foundational part of their recruiting, screening, and hiring processes. A great video platform promotes higher-quality communication and an expedited hiring process.
Calendar Management
Scheduling represents one of the major bottlenecks in the recruitment process, especially when businesses conduct panel interviews. Choosing an interview slot that aligns with everyone's schedule can be incredibly challenging.
Calendar management tools with automated booking capabilities reduce the back-and-forth of finding mutually convenient times. Solutions integrating text and email simplify scheduling processes while ensuring candidates receive timely reminders.
Tip: Recruitics' Convert helps create seamless, conversation-like experiences that naturally guide candidates through their entire journey, from initial interest to application completion and offer acceptance.
Create a Cohesive Multichannel Strategy
Recruitment teams must integrate communication channels into a unified strategy that advances their objectives while delivering a seamless candidate experience. To achieve this, they should:
- Choose channels based on the role and candidate preferences
- Ensure all communications reflect the employer brand
- Use tools to tailor communications without sacrificing efficiency
- Maintain consistent language and tone
All messages should be professional and concise, regardless of the channel used. This continuity promotes a consistent candidate experience and high engagement.
Employ Automation for Enhanced Engagement
Recruitment communication tools that automate messaging workflows save time and provide consistency to candidates. Automation opportunities to take advantage of include:
- Sending personalized job alerts and follow-ups via email
- Automating text status updates and reminders
- Using calendar tools to schedule interviews
Start small by automating repetitive tasks. Trying too much too quickly can cause change resistance and negatively impact candidates already in the hiring pipeline. Most importantly, maintain a human touch by incorporating personal details, even if the messages are automated.
Measure Success and Optimization
Overhauling an organization's candidate communication strategy is not an exact science. Adapting to subtle industry nuances and changing employee preferences requires time, creativity, and high-quality analytics data. Gauge the efficacy of the new strategy by tracking metrics such as:
- Open and response rates
- Engagement levels (e.g., participation and completion rates)
- Candidate feedback
Talk to candidates about the hiring process. Encourage them to be honest about the good and the bad so that the program can be improved for future job seekers.
Common Challenges and Solutions
Adopting a multichannel communication strategy may involve crossing several hurdles. Here are three common challenges and how to overcome them:
- Channel Chaos: Tracking multiple channels is overwhelming, but integrated tools can track and manage all channels from one dashboard
- Messaging Inconsistency: Message tone can vary by channel, so it's a good idea to use templates and guidelines to achieve uniformity
- Communication Overload: Be mindful of frequency and prioritize quality over quantity so as not to overwhelm candidates
Combining the right technologies with a clear strategy can solve all these problems. It’s also a good idea to create resources such as message templates for each channel and clear instructions regarding tone and style.
Future Trends in Candidate Communication
As Gen Z continues to infuse the talent pool, employers should expect an increased demand for instant, mobile-first communication. Text messages are increasingly popular among job seekers, and platforms like WhatsApp and Slack are also gaining traction for professional communication.
One especially notable trend in recruitment communication is the use of AI. Artificial intelligence is used for everything from composing messages to automating communication channels. AI analytics tools also predict candidate preferences based on demographic data and other information.
The difference between securing and losing quality candidates often comes down to how effectively organizations communicate throughout the hiring process. By implementing a strategic multichannel approach that combines email, text, and video platforms with AI-powered automation, recruitment teams can deliver the responsive, personalized experience modern candidates expect.
Organizations that adapt their communication strategies now will be better positioned to attract, engage, and ultimately hire the talent they need to thrive in an increasingly challenging market.
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