Finding new ways to improve your candidate experience can be tough. So this edition we’ll look to customer experience for inspiration. Or specifically, the concepts of the moment of truth and customer touchpoints.
A “moment of truth” is any interaction where a customer may form an impression of your brand - either positive or negative.
Touchpoints are the windows of interaction between the customer and your business. They cover any exchange - regardless of where or how they take place.
While the articles are written for customer experience, they can easily be adapted for recruitment. To help out with this, I’ve made some notes in the last section to get you started.
Let me know if anything isn’t clear, or you have a follow up question. I’d be happy to help. You can reach me by replying to this email.
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This video provides a good overview of moments of truth. Along with an exercise to help you work out the moments of truth for your business.
For a moment of truth exercise to be effective, you’ll need to put yourself in your customers’ shoes. And ideally get their input - to hear what they value and what is important to them.
It’s only 4 minutes, so well worth a watch.
While working at SAS, Denis Pombriant came up with the concept of “moments of truth”. In this article he shares his latest thoughts on the topic. A few of the key takeaways are:
Essentially there are two possible outcomes at a moment of truth - a magical moment or a miserable one. While in theory they could also be neutral - in reality this is unlikely.
The article looks at magical and miserable moments in the context of the four moments of truth in service and the customer experience:
Zero moment of truth - the first possible contact between a brand and the customer. In recruitment this could be when someone realises their manager is never going to promote them and start looking for a new job.
First moment of truth - the first time a customer comes into contact with your brand. Or your recruiting activities, such as a job ad, career site, LinkedIn outreach, etc.
Second moment of truth - the ongoing relationship. This could cover all scenarios, from interview stages, to the offer, rejection or joining your talent pipeline.
Ultimate moment of truth - when the customer or candidate starts to share their experiences with others.
The previous article introduced four moments of truth. But is there a fifth?
Given the ubiquity of online shopping, there is a case for a new moment of truth covering the gap between when someone buys a product and when they receive it.
While developed for physical goods, it has relevance for the time between when a candidate accepts an offer and when they start. What can you do to reinforce that they made the right decision? How can you boost their confidence and avoid buyer’s remorse?
Effectively covering this gap could be the difference between welcoming your new colleague or restarting the job search.
Touchpoints are the interactions that create the customer’s impression at a moment of truth. And when all taken together, they make up the customer experience.
For example, say you’re ordering a pizza. The website could be a joy to use, the payment easy, the delivery quick (all touchpoints). But if the pizza doesn’t taste great (the moment of truth), none of it will matter.
The article warns that with all of the customer touchpoints we can now track, we need to make sure we don’t lose sight of what matters to customers (or in our case, candidates).
This article looks at how customer touchpoints are changing. And perhaps the biggest challenge of all, changes to what customers now expect.
We know this from our own experience. We contact companies in different ways, and speak to different people, but expect them all to know every conversation we’ve ever had. And we expect their service to be quick. Readily available anywhere. And even be proactive.
But with more places for these interactions to happen - email, social media, text, calls, in-person - it’s difficult to keep the message consistent.
One solution offered in the article is to use self-service tools to help customers help themselves.
Alright, now I’ll do my best to translate these concepts into recruitment. The goal of this section is to help you map out your recruitment process and identify your candidate touchpoints and moments of truth.
Doing this should make it clear what your candidates want. What you’re doing well. And how you can improve your candidate experience.
Who the candidate is, and what’s motivating them, can determine how they interact with you and your company.
For example, someone actively looking for a new job may first become aware of you from a job ad. Whereas a passive candidate might hear about a job from a current worker. Or when one of the recruitment team messages them on LinkedIn.
Most of these differences will be up to the point where someone applies.
A few of the different candidates personas could be:
This should cover the main steps up to when someone starts the job. While the first steps will depend on the candidate persona (above), some general steps might be:
For each of the steps in the candidate journey, you can add the names or titles of the people involved. This will help get an idea of who the candidate engages with when forming an opinion of your company and the job.
How do you communicate with the candidate? Again, it would likely help to know which ones are used where.
I’d also suggest listing them out in full. So use LinkedIn, Facebook, Twitter, Github, etc. instead of simply “social”. Or text and voice call rather than “phone”.
The reason for this leads to the next point…
This will likely be the most challenging part. In what systems is the information captured? And do you have any gaps?
For example, if someone messaged the candidate, will that message be available for all to see? Or at least the key points of it, so someone else can continue the conversation? Or does the candidate have to wait for that person to get back from holiday before anything happens?
Now to bring it all together. Of all the steps in the candidate journey, and the different touchpoints, which are the ones that matter most to the candidate? What are their expectations?
A few suggestions to find them:
One common complaint I’ve heard is how frustrating it is to be asked something that is clearly in the job application they’ve taken the time to fill out.
I hope these steps help you to better understand your process - and how you can use your moments of truth to improve your candidate experience. But if anything isn’t clear, or you have a question, you can reach me by replying to this email.
That’s all for now. And if you’ve found a great piece of content (or written some) that you’d like to share, please get in touch by responding to this email!
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