Why Personalisation Matters
Applying the power of personalisation in the assessment world
As a consumer, I’ve come to expect personalisation in my daily life. Whether it’s my Spotify ‘Made for Me’ playlists— which, aside from the occasional eyebrow-raiser, usually hit the mark— or my online shopping and evening TV choices, I’m used to a world where the information that matters most to me is front and centre. The downside? I’ve probably become more impatient with irrelevant information.
Personalisation is now a cornerstone of consumerism and marketing. In fact, 71% of consumers expect companies to deliver personalised interactions1. When we look at the assessment world, there are already many threads of personalisation woven throughout. But is it time to take this even further?
With automation driving efficiencies and scalability in talent initiatives, there’s a growing concern about dehumanising processes and negatively impacting the candidate experience. Early careers hiring is a prime example where automated assessment and screening are crucial for managing high volumes. But how can we ensure candidates feel like individuals, not just numbers, when automation is in play?
The key lies in embedding personalisation at the core of our processes. We need to focus on demonstrating empathy, understanding what resonates emotionally with candidates, and integrating these insights into our process design. This approach can foster a genuine human connection, even within automated systems.
What matters to candidates?
80% of customers now consider the experience a company provides to be as important as its products and services2. This translates into the jobs market where the reputation of the company has overtaken salary and benefits as an important decision-making factor for candidates. 80% of candidates rate employer reviews as an important resource in their decision-making3 and 86% are inclined to check ratings and reviews before applying4.
Other important decision-making factors include:
Career Advancement: 76% of job candidates are actively looking for opportunities to expand their careers and 86% of candidates stated they would switch jobs for one that offers more chances to grow5.
Company Culture: 77% of global workers feel a company’s values and purpose, including sustainability and diversity, are important when selecting an employer6.
Knowing what candidates want is just the first step. How do you effectively communicate these messages throughout your hiring process?
While many organisations highlight these topics on their careers pages, the real challenge is maintaining a consistent and personalised thread beyond the application stage. By integrating role-specific content into the broader organisational narrative during the assessment experience, you can significantly boost candidate engagement.
With Saville Assessment’s next-generation platform, Wave Connect, you have the power to showcase your brand and deliver the content that matters. For each role, transform your candidate dashboard into a multimedia-rich hub, tailored to the audience you want to attract. This personalised approach not only enhances the candidate experience but also ensures your message resonates at every stage of the hiring process.
Market research reveals a staggering 92% drop-off rate for candidates who click “Apply” but never complete the application7. However, Saville Assessment’s own data paints a brighter picture: on average, only 2% of candidates drop off after starting assessments for our volume roles8. This demonstrates that engaging, short assessment experiences can significantly reduce candidate drop-off and leave a lasting positive impression of your organisation.
Another crucial factor is feedback. A remarkable 63% of candidates will refuse a job offer if they feel they haven’t had a positive experience9. Providing constructive feedback can greatly enhance the candidate experience, making them four times more likely to consider your company for future opportunities10.
By focusing on creating engaging assessments and delivering meaningful feedback, you can not only retain candidates throughout the application process but also build a strong, positive reputation that attracts top talent.
How can you deliver feedback effectively at scale?
Let’s revisit the importance of empathy and consider what truly resonates with candidates. The most impactful feedback is clear, focused, timely, concise, and specific.
These principles are at the heart of our Wave Connect platform. We provide candidates with bite-sized, personalised feedback snippets, automatically delivered to their dashboards. This approach ensures that every candidate receives meaningful, actionable insights, enhancing their experience and fostering a genuine connection with your organisation.
The power of personalisation in consumerism is undeniable, and by integrating these principles into your assessment process you can experience similar advantages. Embracing personalisation ensures that candidates feel valued and understood, leading to a more positive and effective hiring process.
By providing candidates with relevant information throughout the assessment journey, you can achieve:
Increased Engagement
Higher offer
acceptance rates
Reduced
turnover
AUTHOR:
Olivia Black
Associate Director – Saville Assessment
SOURCES:
- From What is personalization? | McKinsey 2023 article
- What Are Customer Expectations, and How Have They Changed?www.salesforce.com
- 50+ Candidate Experience Statistics [2024] | Withe
- 40+ Stats for Companies to Keep in Mind for 2021 – Glassdoor US
- 27 Employee Development Statistics You Haven’t Heard Of | ClearCompany
- 28 Recruiting Statistics on the Candidate Experience | SmartRecruiters
- Most People—92%—Never Finish Online Job Applications
- Saville Assessment research based on a sample of over 18,000 candidates set up on projects involving Match 6.5 only, Match + SEA or SAA or SGA and some Match + aptitude +SJT. Average Match 6.5 and combined variations completion % from those who actually started the assessments.
- The Importance of Feedback in Enhancing Recruitment Services | Great Recruiters
- 60+ Recruiting Statistics [2024] | Withe
Find Out More
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