Have you ever wondered what candidates think of your brand, your company, and your apply experience? Do you know how these factors directly impact your recruiting efforts?
Understanding your candidate experience from a potential employee’s perspective matters more today than ever before. The job market is tight and talent is in short supply. Glassdoor cites that a poor candidate experience or bad reputation are two of the main reasons would-be new hires typically reject job offers.
This is why a good candidate experience is critical to your recruiting efforts, and why understanding your Candidate Net Promoter Score (CNPS) can help you achieve the type of experience that will influence candidates to say yes to your offers.
What is Candidate NPS? And how is it calculated?
Candidate Net Promoter Score (CNPS) is a key metric that your company can use to measure how candidates view your hiring process, your employer brand, and what they might tell others about their impression of your company. In other words, it’s how talent rates their experience applying and interviewing for a position.
CNPS is calculated by surveying candidates, “on a scale of 0 to 10, how likely are you to recommend applying for a position here to a friend?” Answers are categorized into three groups:
- Candidates who answer with a 9 or 10 are promoters. They would most likely recommend applying to a friend.
- Candidates who answer with a 7 or 8 are neutral, so they are passive.
- Candidates who answered between 0 and 6 are detractors. Most likely, they wouldn’t recommend applying to a friend.
CNPS equals the percentage of “detractors” subtracted from the percentage of promoters. For example, say 30% of applicants are promoters, 50% are neutral, or passive, and 20% are detractors. Your CNPS would be 10%.
Companies usually administer a CNPS survey after an application has been submitted or after the first interview. However, the CNPS can be measured at any stage of the candidate journey.
3 reasons to measure CNPS at your organization:
1. CNPS improves the candidate experience
CNPS serves as a valuable candidate feedback metric. When tracked over time, it can offer valuable insights into how candidates feel about all of the touchpoints they encounter along their candidate journey.
By providing candidates with a way to provide feedback, talent acquisition teams can better understand what is and isn’t working well, and how they can improve their overall candidate experience.
Furthermore, just by administering the CNPS survey, you’re likely to boost your perceived candidate experience. Research from the Talent Board indicates that there is a 72% increase in the perceived quality of the candidate experience when a company asks for feedback or administers a survey at all.
2. CNPS can increase candidate conversions over time
By administering a CNPS survey, talent acquisition teams receive first-hand insights into how to improve their process. Using this feedback, organizations can enhance their career site, apply flow, and interview processes. This will ensure the overall application and interview experience are branded and fully optimized. These types of optimizations can help reduce drop-offs and contribute to an overall increase in your applicant conversion rate.
3. CNPS has a positive business impact
Your CNPS can be used as a benchmark against your competitors or other organizations. By improving the overall candidate experience — even for those who don’t land a job — candidates are more likely to maintain a relationship with your company moving forward.
According to Talent Board, the number of candidates who will avoid relationships with your company if they have a bad experience is increasing. Since 2016, candidate resentment – defined as people who sever their relationships with a company because of a bad experience – has increased by 40%.
Candidates can also become (or not) your customers. If your organization provides a poor candidate experience, your customers are likely to stop doing business with you (or never start).
Build a better applicant experience with Skuid
Employer branding isn’t just about the messaging, colors and logos. It’s also about the experience candidates and employees have when they interact with your systems and processes.
By measuring your Candidate Net Promoter Score and listening to user feedback, your organization can improve your candidate experience, increase candidate conversion rates over time, and positively impact business outcomes.
With Skuid, you can easily monitor and upgrade your application process. Skuid is a UI/UX toolkit that easily integrates into all your existing workflows and business software, including your ATS. This allows you to seamlessly implement surveys into the application process and build a better candidate experience without replacing old systems.
Find out how to get better insights into your applicants and hiring process by scheduling a demo with Skuid today.