Creating an Engaging Candidate Experience from Coursera

Employer branding is a hot topic in today’s talent management strategy discussions. Companies have to keep a firm grip on the public’s perception. With websites like Glassdoor® and Indeed®, not to mention social media sites like Facebook® and Twitter®, candidates can “take to the streets” to voice their approval or disapproval with the way they were treated during the hiring process. Let’s face it… Bad news travels fast. Often, faster than good news!

This course is for talent acquisition professionals who want to ensure a positive and engaging experience to make sure you turn candidates into advocates!

By the end of this course, you will be able to identify the four stages of the candidate journey: attract, convert, close, and delight. You will be able to give examples of how to keep the candidate engaged throughout the process, after the offer, and beyond. You’ll learn how to create a positive experience even when turning down a candidate by providing personalized responses, and much more!

To be successful in this course, you should have at least 2 years of work experience.

What's inside

Syllabus

Candidate Experience

In this module, you will look at the candidate journey and why the candidate experience is so important. We will cover the four stages of a candidate's journey — attract, convert, close, and delight — and how each stage provides an opportunity to influence candidate behavior, experience, and attitude towards the employer brand. We will look at the need to build relationships and trust with candidates through marketing tactics, engaging and celebrating each new relationship, and maintaining contact even after the interview process. Lastly, this module emphasizes the need for companies to provide a stress-free and streamlined application process, stay in touch with candidates, and create an environment that encourages individuals to re-apply in the future or to refer friends and colleagues to the company.

Candidates as Customers

This module focuses on the importance of treating candidates as customers and creating a positive experience for them throughout the recruitment process. It highlights how personalized attention, feedback, and follow-through can enhance a candidate's experience and promote brand loyalty even if they are not hired. The module also stresses the importance of treating candidates as guests, providing logistic details, and turning down candidates while creating a positive experience. It includes case scenarios to help learners practice how to manage situations that may arise during the recruitment process. In addition, the module provides examples of WOW moments that organizations can use to create positive experiences for candidates. The module is designed to help recruiters and hiring managers provide exceptional experiences that can attract and retain top talent.

From Hello to Goodbye

This module emphasizes the importance of creating a positive candidate experience at each stage of the interview process. It provides best practices, ideas, and suggestions for creating a welcoming environment for candidates, including how to greet and introduce them, set up an interview room, select an interview team, schedule interviews, avoid repetitive questioning, and fill the void. Overall, the "WOW Checklist" module aims to help recruiters and hiring managers create an interview process that leaves a lasting impression on candidates and ultimately leads to better candidate retention rates.

Good to know

Know what's good

, what to watch for

, and possible dealbreakers

Examines candidate experience, which is a vital aspect in managing talent today

Taught by Laura Stoker, who is recognized for their work in talent acquisition

Develops skills on how to attract and turn candidates into advocates, which are highly relevant for talent acquisition professionals

Provides a comprehensive study of candidate experience throughout the hiring process

Emphasizes the importance of creating positive candidate experience, which may enhance brand loyalty

Requires prior work experience in the field of talent acquisition, which may not be suitable for all learners

Activities

Be better prepared before your course. Deepen your understanding during and after it. Supplement your coursework and achieve mastery of the topics covered in Creating an Engaging Candidate Experience with these activities:

Review Employer Branding Concepts

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Revisit foundational concepts of employer branding, setting a solid knowledge base for deeper exploration in the course.

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Refer to previous notes or materials on employer branding.
Consult a textbook or article to refresh key theories.

Review Principles of Marketing and Communication

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Refresh your knowledge of marketing and communication principles to effectively engage and attract candidates through employer branding initiatives.

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Review concepts such as target audience identification, message development, and channel selection.
Read articles or books on current trends in marketing and communication.
Attend webinars or workshops on employer branding.

Gather Resources on Employer Branding Best Practices

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Compile a collection of articles, case studies, and other resources that showcase successful employer branding strategies and best practices.

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Search online for articles, case studies, and blog posts on employer branding best practices.
Follow industry leaders and influencers on LinkedIn and Twitter for insights and updates.
Attend webinars and conferences on employer branding.
Organize the resources into different categories or themes.

Six other activities

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Attend Industry Events and Conferences

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Network with professionals in the field to gain insights into industry trends, best practices, and potential collaborations for employer branding initiatives.

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Research upcoming industry events and conferences.
Register for events that align with your interests and goals.
Prepare an elevator pitch and talking points to introduce yourself and your work.
Attend sessions, workshops, and networking opportunities.

Explore Tools for Candidate Engagement

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Research and explore various tools and technologies available to enhance candidate engagement throughout the hiring process.

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Identify different categories of candidate engagement tools, such as CRM, communication platforms, and assessment tools.
Research specific tools within each category and compare their features and benefits.
Follow industry blogs and articles to stay up-to-date on emerging technologies.
Consider attending webinars or workshops on candidate engagement tools.

Apply Maslow's Hierarchy to Hiring Strategies

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Practice applying Maslow's Hierarchy of Needs to different hiring strategies to better understand how to meet the needs of candidates throughout the candidate journey.

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Review Maslow's Hierarchy of Needs and its different levels.
Research different hiring strategies and their strengths and weaknesses.
Identify how each hiring strategy meets the different levels of Maslow's Hierarchy.
Create a table or diagram that outlines your findings.

Design a Candidate Journey Map

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Create a visual representation of the candidate journey, mapping out the key touchpoints and experiences at each stage to identify opportunities for improvement.

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Define the scope and objectives of the journey map.
Identify key stages in the candidate journey and map out touchpoints at each stage.
Describe the candidate's experience and emotions at each touchpoint.
Identify areas of friction or disconnect in the candidate journey.
Develop recommendations to improve the candidate experience based on your analysis.

Create a Candidate Experience Audit

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Develop a comprehensive audit to evaluate the candidate experience throughout your organization's hiring process, identifying areas for improvement.

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Define the scope and objectives of the audit.
Develop a data collection plan, including surveys, interviews, and focus groups.
Collect and analyze data on the candidate experience at each stage of the hiring process.
Identify areas for improvement and develop recommendations to enhance the candidate experience.
Implement the recommendations and track progress over time.

Support Non-Profit Organizations Focused on Career Development

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Volunteer your time and skills to support non-profit organizations dedicated to providing career development resources and opportunities to job seekers and underrepresented groups.

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Search for non-profit organizations in your area that focus on career development.
Contact the organizations to inquire about volunteer opportunities.
Identify your skills and interests and match them with the needs of the organization.
Commit to a regular volunteer schedule.

Career center

Learners who complete Creating an Engaging Candidate Experience will develop knowledge and skills that may be useful to these careers:

Diversity and Inclusion Manager

Diversity and Inclusion Managers are responsible for developing and implementing diversity and inclusion strategies for their organizations. They work to create a diverse and inclusive workplace that attracts and retains top talent. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Diversity and Inclusion Manager. This course will teach you how to develop and implement diversity and inclusion strategies, create a positive and inclusive work environment, and use data to measure progress.

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Talent Acquisition Specialist

Talent Acquisition Specialists are responsible for sourcing, attracting, and hiring the best talent for their organizations. By taking **Creating an Engaging Candidate Experience**, you will learn how to develop and implement a comprehensive talent acquisition strategy that will help you attract and hire the best talent for your organization. This course will also teach you how to build relationships with candidates, create a positive candidate experience, and use technology to streamline the recruitment process.

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HR Manager

HR Managers are responsible for overseeing all aspects of human resources for their organization, including recruitment, employee relations, and compensation and benefits. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to create a positive and engaging work environment for all employees. This course will also teach you how to manage employee relations, develop and implement HR policies and procedures, and comply with labor laws and regulations.

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Human Resources Business Partner

Human Resources Business Partners partner with business leaders to align HR strategies with the overall goals of the organization. They provide guidance and support on a variety of HR-related issues, including recruitment, employee relations, and compensation and benefits. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be an effective HR Business Partner. This course will teach you how to build relationships with business leaders, develop and implement HR strategies, and manage employee relations.

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Talent Development Manager

Talent Development Managers are responsible for developing and implementing talent development programs for their organizations. They work with employees to identify their career goals and develop their skills and knowledge. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Talent Development Manager. This course will teach you how to develop and implement talent development programs, create a positive learning environment, and use technology to support learning.

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Recruitment Consultant

Recruitment Consultants help organizations find and hire the best talent for their open positions. They work with clients to understand their hiring needs, develop and implement recruitment strategies, and screen and interview candidates. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Recruitment Consultant. This course will teach you how to build relationships with clients, develop and implement recruitment strategies, and screen and interview candidates.

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Recruiting Manager

Recruiting Managers play an integral role in the success and reputation of a company. They oversee the entire recruitment process for their organization, including the candidate experience. By learning the skills and techniques taught in **Creating an Engaging Candidate Experience**, you will develop the ability to attract, engage, and retain top talent. This course will help you understand the candidate journey, build relationships with candidates, and create a positive and memorable experience for all candidates, regardless of the outcome.

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Employer Branding Manager

Employer Branding Managers are responsible for developing and implementing employer branding strategies for their organizations. They work to create a positive and consistent employer brand that attracts and retains top talent. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Employer Branding Manager. This course will teach you how to develop and implement employer branding strategies, create a positive candidate experience, and use social media to promote your employer brand.

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Compensation and Benefits Manager

Compensation and Benefits Managers are responsible for developing and implementing compensation and benefits programs for their organizations. They work to create competitive and equitable compensation and benefits packages that attract and retain top talent. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Compensation and Benefits Manager. This course will teach you how to develop and implement compensation and benefits programs, conduct market research, and negotiate with employees.

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Employee Relations Manager

Employee Relations Managers are responsible for managing employee relations for their organizations. They work to create a positive and productive work environment for all employees. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Employee Relations Manager. This course will teach you how to manage employee relations, resolve conflicts, and comply with labor laws and regulations.

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Training and Development Manager

Training and Development Managers are responsible for developing and implementing training and development programs for their organizations. They work to create a learning organization that attracts and retains top talent. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Training and Development Manager. This course will teach you how to develop and implement training and development programs, create a positive learning environment, and use technology to support learning.

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Organizational Development Manager

Organizational Development Managers are responsible for developing and implementing organizational development programs for their organizations. They work to create a high-performance organization that attracts and retains top talent. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Organizational Development Manager. This course will teach you how to develop and implement organizational development programs, create a positive work environment, and use data to measure progress.

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Labor Relations Manager

Labor Relations Managers are responsible for managing labor relations for their organizations. They work with unions to negotiate contracts and resolve grievances. By taking **Creating an Engaging Candidate Experience**, you will develop the skills and knowledge you need to be a successful Labor Relations Manager. This course will teach you how to manage labor relations, negotiate contracts, and resolve grievances.

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Learning and Development Manager

Learning and Development Managers are responsible for creating and delivering learning and development programs for employees. By understanding the candidate experience and applying the skills taught in **Creating an Engaging Candidate Experience**, you will design programs that attract and retain top talent. You will learn how to create effective learning programs, evaluate the effectiveness of training, and develop employees' skills and knowledge.

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Career Counselor

Career Counselors help people make informed career decisions. Through **Creating an Engaging Candidate Experience**, you will understand the candidate experience and the importance of a positive and engaging experience. This course will help you develop the skills you need to provide effective career counseling, including how to assess career goals, develop career plans, and identify job opportunities.

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