By now, because the 5 steps flow, your ‘avatar’ is keen to apply for your opportunity.
If you have successfully created the Desire, your passive job seeker can still easily be put off if your application process is not good.
Ultimately, a good shortlist of good candidates relies on you impressing and progressing avatars through all 5 steps of the AIDCA process. Getting Action, the application process, right is just as important as the previous 4 steps.
Do it wrong and all your hard work is wasted.
Remember, the focus is on passive candidates. You want to keep them interested in joining you. The application process is an opportunity to add to the Desire with an impressive Action process. When the first steps have created Desire, it is disappointing to be faced with a typical, overly bureaucratic, application process designed to eliminate irrelevant candidates rather than excite the relevant.
Test your application process and ask others how simple it is. Some applicant tracking systems (ATS) appear to be designed to frustrate and put off applications by asking un-necessary questions. These are useful if there are too many candidates available and you need to have a data driven screening system but not when candidates are in short supply.
What will impress your passive avatar? A passive avatar that is, no doubt, very busy. Would they be more impressed if they could simply send you their CV or find the time (and privacy) to complete a 10-minute questionnaire asking what nationality they are and if they can ‘use level 2 BIM’?
To emphasise the point, some companies use deadlines to encourage candidates to apply before a certain date. Again, this is not useful when candidates are scarce and especially not when they might not be actively looking for a new job. Passive job seekers need to be led to the water, not pushed into it.
And, what about your response to their application? If you want to impress you avatar do you want them to receive another, automated, ‘Thanks, we will be in touch…‘ email or ‘Thank you for your CV Wendy, I am impressed with your experience and would like to discuss how joining us aligns with your career aspirations…‘
Yes, it takes more time but, in a low-supply, high-demand, climate, doing it the same way over and over again is not going to help you find the scarce talent you want.
And, finally, as I keep saying, it’s the flow that’s important. Each step of the process simply serves to move your avatar to the next. If any steps are weak, the whole process breaks down. Take the time to go back and review each step to make sure you identify your avatar, advertise where they are looking, communicate in their language, create desire and an easy way to apply.
If you have any questions or would like to discuss your job advertising strategy, please email firstname.lastname@example.org or call me on 03333 580 442 and I will be happy to help.
Click here to trial the BIM job board free for 3 months.
“I have to say some of the applications that have come through have been excellent. We have 5 interviews to arrange for next week with some really strong looking CV’s”
“Having utilised the DBE Careers job board recently for job advertising on behalf of Willow, we received an increased level of candidate activity and applications, and feel the site helped to profile our expansion into regions such as Australia and Canada.
The DBE team were very helpful and professional in advising us on our candidate attraction strategy and in suggesting targeted campaigns for specific countries.”
“Mike’s experience and knowledge helped us approach some challenging briefs more confidently by developing a clear strategy to find the best people.
The dbe website was definitely invaluable to our search and gave us the opportunity to meet some very smart professionals.
I would recommend DBE.CAREERS to any employer looking for the best BIM talent looking for their next career challenge.”
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