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Last month, we reported that growing labour shortages were leaving candidates, particularly those with niche skill sets, with more options and opportunities than ever before.

Since then, the latest Recruitment & Employment Confederation (REC)/KPMG UK Report on Jobs survey confirmed that candidate supply had worsened to the greatest extent on record midway through the third quarter of 2021. Further data from REC reveals that 88% of recruiters say labour shortages are their biggest concern for the remainder of 2021.

With the wealth of opportunities available now for scarce skills, candidates are finding themselves receiving multiple job offers at once, or attractive counter offers from businesses desperate to retain talent. It, therefore, stands to reason that they will choose a role where the employer has sold the company and their proposition most effectively.

It means that every candidate touchpoint provides an opportunity for talent teams to reinforce the benefits of becoming an employee. Over the last six months, talent acquisition (TA) teams have reported higher than usual candidate drop-offs after the interview stage. It suggests that employers are missing the opportunity to properly sell the company when they have a candidate’s undivided attention.

Here, we look at some of the most effective ways to sell your organisation during the selection process so you can stand out from the competition and increase your chances of appointing the best candidates.


1. Don’t forget to understand candidate’s needs and aspirations

It’s crucial to completely understand what the candidate is looking for before and during the interview regarding perks, benefits and career aspirations. While a robust selection process should always take place, ensure there’s room for manoeuvre when discussing the organisation.

Information can be gleaned from a candidate’s application/CV, initial conversations and conversations during the interview. Candidates will all have different needs, so understanding these allows you to tailor your offer and package to them as suits. Equally if you can’t meet these needs, it’s better finding out earlier on in the process to save everyone’s times. It’s really important to be clear on issues such as flexible and home-working and where you company stand. It’s a hot topic right now and if you are offering flexibility this can be a real selling point for some.


2. Provide a timeline

With candidates in high demand, they won’t tolerate long lead times, multiple selection stages or radio silence. Explain the precise selection process and when they can expect to receive an answer. Go one step further to demonstrate you respect their time by enquiring whether they are interviewing elsewhere and when. This enables you to adapt your timescales if necessary to ensure you don’t miss out to another, more efficient hiring process.


3. Explain the company’s values and social responsibility

Today’s candidates are more politically and socially-minded than ever and will want to ensure your values align with theirs. Additionally, the rise of remote working means the door is open for people to work from any location, meaning candidates could be comparing your company with socially conscious brands rather than just your local competitors.

In the interview, take the time to outline your company’s values, why they were chosen and how they drive what you do. Be sure to talk about your social value commitments, how they are put into practice and any improvements you’re working towards.


4. Share future plans

The global pandemic means many candidates have concerns about job security and this can act as a reason candidates accept counter offers from their current employer.

If your organisation has ambitious growth plans, share them with the candidate and explain how their role fits in with those plans to reinforce the value they will bring and that there will be opportunities for them to develop.


5. Introduce them to key team members

The increasingly virtual nature of recruitment has been highlighted as a key reason candidates are dropping out of the process. It’s thought that video interviews lead to a lack of engagement and commitment to an employer, making it easier for the candidate to switch their attention elsewhere.

With remote interviewing is likely to remain a permanent fixture, employers must look at ways to be more interactive and welcoming for candidates. One way of doing this is to invite line managers or team members into the selection process so the candidate can meet the people they will be working with.

The same goes for in-person interviews. Introduce the team and other employees they will regularly interact with to try and build that all-important rapport from the outset.


Make your candidate experience a winning one

Omni works with organisations across a broad range of sectors to develop stand-out employer brands and talent acquisitions strategies that drive engagement, from initial outreach through to onboarding and beyond. Find out more about what we can do for you by connecting with one of our experts today.


Key Challenges in the Road Ahead…  

In our guide, ‘The Talent Acquisition Odyssey: Key Challenges in the Road Ahead’, we delve into some of the main pain points and areas of focus for TA teams right now. We also explore why there is now an increased reliance on external recruitment partners and the significant value they can add to organisations looking to grow and thrive in 2021 and beyond.   

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