Because your recruitment company wants to be sure to connect with the highest echelon of potential job candidates and companies seeking to hire, it is imperative to utilize the most convenient and effective methodology when it comes to your overall processes.
While metrics that demonstrate a high volume of quality users is a great indication of a process that is going well, in order to maintain positive results you will need to be able to pivot when aspects of business change. It’s necessary then to be constantly considering the best ways to give recruits and business an improved connective experience. In order to do this, regularly collected feedback, that can be measured and studied, is imperative.
The results of surveys can be eye-opening and demonstrate aspects of your business that you otherwise would not have discovered. Perhaps you are not serving all demographics as well as you could be and could look to ways to bolster the way you connect with a specific group. Perhaps the way your clients see you is not how you picture your mission to be reflected and it is time to adjust your messaging in order to be on the right track for your future interactions.
Are you being recognized as a leader in your field? How can you tell unless you ask?
OBJECTIVES
When creating a survey regarding recruitment it is first crucial to explore your desired objective. Are you hoping to see how your marketing is doing with projecting your brand? How well your customer service is rated regarding recruiter knowledge and communications? Or are you hoping to learn how best to proliferate a message to recruits or to businesses looking to fill positions? Once you’ve outlined an objective you can begin to look at a methodology that fits your desired result.
METHODOLOGY
The most recommended survey questions are easily answered through a direct demographic based answer to a question like “What is your level of desired income?” or alternatively via a scale that asks for clients to rate their experience through a numbered score.
Putting numbers to feelings?
Questions that live on a rating scale are ideal because they can be easily translated into data visualizations. By quantifying data that is generally qualified, like customer satisfaction, or ease of use, it is possible to look more closely at trends over time and properly analyze how proposed solutions are progressing.
However, it is also important to have some clear questions that require qualitative answers regarding thoughts on what can be done to improve customer service or how to provide a more streamlined user experience.
The three main rating scales are:
- Customer Satisfaction (CSAT)
CSAT scoring usually asks respondents to rate from 1 – 5 (one being lowest and 5 highest) their satisfaction as it pertains to processes like connecting with service representatives, and swift problem-solving action.
- Customer Effort Score (CES)
Identifying user experience pain points are crucial for keeping your process running smoothly. If your initial application processing procedures are viewed as too onerous, for example, it might be useful to reevaluate how you collect that information.
Quality recruits can be easily turned off by labor-intensive data collection, even if it helps to give them more timely and compatible position matches. What is the tipping point for this? Are the filters available on your recruiting site current with desired searches or are clients finding it difficult to access the information they need? CES scoring can answer these nagging questions.
- Net Promoter Score ® (NPS)
Usually using a 1–10 scale, NPS scoring is a more general system to get a better idea of how your processes are being appreciated by applicants or HR representatives. Questions can delve into the likelihood of using your service in the future and recommending it to friends or colleagues.
Build your ideal survey
The best and most clear questions should be able to touch on all the parts of your objective. Nextiva.com, for example, provides 60 questions to adapt to your purposes, arranged in categories like marketing, user experience, and customer service.
Make sure your questions are short, clear, and concise without being “double-barrelled’ or too open-ended. The general rule of thumb is that shorter surveys garner more engagement, so make sure to keep yours as brief as possible, cutting anything that could be extraneous. If you have a number of questions you want to be answered, consider sending shorter A and B surveys that may ask different questions to different people. Studies show that these abbreviated surveys garner more results per question than longer ones.
Ultimately, you need to constantly be collecting data in order to stay ahead of competitors. Give your clients and site users reasons to fill out surveys and make it easy to codify the results and look for solutions.
About the author: Gaetano DiNardi is the Director of Demand Generation at Nextiva with a proven track record of success working with B2B SaaS brands like Sales Hacker, Outreach.io, and Pipedrive. Gaetano leverages a unique hybrid of expertise in both SEO & Content Strategy to win business results. Outside of marketing, Gaetano is an accomplished music producer and songwriter.
