A positive candidate experience makes individuals more likely to purchase an organization’s products or services and satisfied customers are more likely to work for companies whose products and services they use, according to new research from ManpowerGroup Solutions. Conversely, lack of transparency around salary or no response to an application is most likely to negatively affect consumer purchasing intent — even more than rejection after an interview.
The report, “Add to Cart: Candidates are Consumers, Too – The Impact of Candidate Experience on Buying Behaviors,” also found that the candidate experience has an impact beyond human resources, directly influencing company brand and profitability.
In the US specifically, the survey found candidates’ most impactful negative experiences on purchase behavior include:
- Lack of transparency on salary or job description: 61%
- Negative interview experience: 60%
- No employer follow-up after initial interview: 56%
“Job seekers are increasingly measuring their experiences against the same standards they use for buying products and services online,” said Kate Donovan, senior VP of ManpowerGroup Solutions and global RPO president. “Ensuring that candidates have a great experience is critical not only for attracting the best talent, but also for nurturing existing and future consumers. Transparent job descriptions, clear values and providing a good interview experience all contribute to the overall impression candidates have of your company.”
More than half of global candidates surveyed, 54%, said that a negative candidate experience makes them less likely to buy a company’s products or services in the future. This extends beyond retail relationships to include a wide variety of potential goods and services. And more than half of the survey’s participants, 56%, also said they are more likely to work for a company whose products they buy or use. Loyal consumers often connect with companies based on a perceived set of common values, so candidates may feel connected to organizational culture through their consumer experiences, according to the report.
One of the most significant links between customer brand and employer brand is in the US, where nearly two-thirds of candidates, 65%, said they are more likely to work for a company whose products they buy or use.
The global survey included 17,994 job seekers between 18 and 65 years old and currently in the workforce, including 745 in the US.