Diverse candidates: Answer their granular questions

Avoid losing diverse candidates by creating the right kind of content

57% of employers believe most of their diverse candidates are lost before they click apply after visiting your career site. Why? Employers repeatedly make the mistake of providing the bare minimum content on their career sites on topics like diversity and culture, which candidates are asking for insight into. You can’t answer every question a candidate has by simply issuing a generic diversity statement – this is not enough. Instead, you need to get your employees to answer candidates more granular questions.

 Within each topic, candidates want to ask very granular questions on subtopics such as; LGBTQ+ comfort at work, the ratio of BAME partners, diverse educational backgrounds, feminine hygiene, and more. Have a peek at some examples of questions candidates’ have asked across our clients’ platforms: 

diverse candidate questions

It is easy to fall into the habit of providing the bare minimum content on your career site without diving deeper into what candidates are really asking. As you can see above, candidates have more granular questions than they are given the opportunity to ask or more importantly, see the answers too.

Without answering candidates’ more granular questions, you risk losing a large group of potential applicants who you actually want to meet. These candidates will more than likely seek answers to their questions on review sites, like Glassdoor, where more often than not they will find misinformation from ex-employees. 

You may ask why we think the candidates who have these questions are worth that extra effort. We know that these candidates have a few things in common: they are curious, informed and research oriented. These candidates invest time in getting to know their prospective employer to ensure they join for the right reasons – meaning that from the moment they click apply, they have already bought into the values and ideals of your company. 

At the end of the day, ensuring that the candidates who will buy into your values click apply actually saves you time. So, give them the platform to make informed decisions! Let’s break down exactly what you can do to ensure that you provide the right information to attract the diverse candidates who are the right fit for you. 

Show you care by not providing a one-size-fits-all response to important topics

Diverse candidates deserve more detail

Vague, broad sweeping answers lead to more questions and in some cases, distrust. For example, with diversity being an umbrella term to a wide array of subtopics, you really can’t find a one-size fits all approach to candidates’ questions. 

With the overall number of women holding top roles within organisations remaining painfully low at only 5% of CEOs at major corporations (in the US), it is clear that companies need to up-their-game when it comes to discussing their own down-falls and goals. Let’s take a look at ‘Jenny’ who has come to interview for a junior role, she asks you what the percentage of women in leadership positions at your organisation is. Would you prefer to respond saying that your goals for 2021 are to increase diversity in leadership to around 40% with continued growth or would you like to be able to provide her with the statistic she actually asked for? Again, avoidance can lead to doubt. ‘Diversity’ covers so many subgroups and topics that the term doesn’t really refer to anything at all when used on its own. You need to delve deeper, and really answer your ‘diverse’ candidates’ granular questions. 

In order to answer the most granular questions your candidates want answers to, it is key that you leave room on your career site for subtopics to be answered. As an employer you need to ensure that you are addressing as many of these as possible; race, gender, disability, sexuality, education, parental cover, the percentage at entry/associate/board level. 

Let’s take race and ethnicity as an example here. Innumerable companies have spoken out publicly regarding racism after the murders of Breonna Taylor, Ahmaud Arbery, George Floyd and Rayshard Brooks. With a growing spotlight on the prejudice, injustices and racism that specific groups of people are exposed to, it is essential that companies speak up about their own progression to a more diverse, safe, and inclusive workplace.

Discussing racism and prejudice outside of their own four-walls (virtual or physical) is easier than taking action on what happens within. But, if companies do not start addressing and exposing their movements towards inclusivity now – then it will become too late. It is imperative that you are transparent with potential candidates even if you are not quite where you want to be yet.

But – how best to go about being transparent within your communications to potential candidates?

Let your employees lead the way

In order for companies to actively make these changes, it is key to get your employees involved. Let your people tell their stories. According to PwC, 87% of business leaders that participated in their 2017 CEO survey promote diversity and inclusion within their organisation. Yet the experiences of the diverse workforce do not appear to match the publicly shared aims of their employers. From a global survey of 4000 people commissioned by PwC, 52% of women and 39% of men said, although their companies talk about diversity, opportunities were not equal for all. 

If an individual joins a company based on corporate jargon and they realise that the words on the career site do not reflect the reality of the company, they are more likely to leave within their first couple of years. If employers allow their employees to speak about their experiences, they will be able to address the questions that candidates are asking in a more authentic and transparent manner. It is pivotal that potential candidates are aware of the way employees feel, their stories, as well as what your organisation is looking to change.

Leveraging your employee stories through various means, for instance, blogs, case studies, live chats, video and Q&As, is pivotal to your employer brand strategy. Beneath all of these different types of content is one technique you and your team need to learn – storytelling.

Storytelling – diverse candidates and ethical job seekers want to know employees of all backgrounds are supported

In our survey of 1000 candidates globally, 54% stated that real-life stories from employees and their experiences indicated that the company cares about diversity and inclusion.

There is science behind the pervasive nature of stories. Ultimately, stories drive immersion. By delivering information in a narrative format that includes detailed, meaningful challenges and practical tips, stories successfully deliver authenticity.

But the potential of stories extends further than candidate attraction and acquisition—they allow talent attraction and employer branding leaders to own and manage their company’s personal brand.

Ultimately, storytelling presents a unique recruitment marketing strategy that is purpose-built and feeds into your employer brand by way of bringing the employer value proposition (EVP). At its core, EVP is a storytelling device that is entirely owned and driven by the company culture. The company culture is your representation. Your representation is your existing diverse workforce. And your EVP resonates with candidates too. With 69% of Generation Z likely to apply to a job if the employer actively manages its employer brand, it is essential that your employer brand strategies are equally as effective as your talent acquisition ones.

We have written an entire ebook with the how-to’s of storytelling, download here.

How can we help?

PathMotion is an online discussion platform that connects job candidates directly to real employees via the company’s career website.

PathMotion lets today’s digitally-savvy job seekers find the content they truly want by allowing employee advocates to share their personal stories through online discussions, live chat events, video content and social media integrations. The content can then be shared across social platforms and the career site – meaning that you only have to answer each question once (instead of hundreds of times)!

PathMotion helps improve the employer brand and accelerates talent acquisition and recruiting. Organisations like Air France, Deloitte, Post Office, AXA, the NHS, Citi and more choose PathMotion to increase their qualified applicants by over 200% and improve their job offer acceptance rate by 65%.

Find out more at www.pathmotion.com and follow @PathMotion on Twitter. 

Ebook: Static Recruitment Marketing is Dead!

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Based on our most recent research, we have found out exactly which topics candidates are eager to know about, how employer transparency can be transformative, and much more.

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