3 Tips to Minimize Candidate Dropouts with Registration Processes

Most candidates have submitted job applications and given up midway upon suddenly realizing that they don't actually meet the qualifications they initially thought when starting the application process. However, there is a good chance that uninspiring and limiting recruitment registration processes don't allow candidates to showcase their strengths, so candidates decide not to waste their time.

Even Steve Jobs went through this. The 1973 job application he submitted to an unnamed company (three years before Apple's founding) recently sold at auction for an astounding $174,000 - though it seemed to have been completed (or rather not completed) in a minute or two.

No company wants to risk missing out on potential "superstar" candidates like Steve Jobs. To minimize this, many companies are finding ways to make their recruitment processes more engaging and help candidates self-select whether the job is truly a good fit for them. Here are some interesting strategies employers are implementing:

1.Uber implemented timed coding challenges to attract potential candidates and evaluate their skills. 

Candidates passionate about a company can become some of its most loyal and driven employees. To tap into this talent pool and give candidates an early chance to showcase their skills, Uber started using bug-fixing and coding challenges in its 2016 app to source and attract amazing technical talent.

Called "hacker tests", these timed, 60-second challenges were offered in cities like Boston and Seattle known for tech-savvy candidates. Candidates demonstrating coding prowess through the challenges received emails encouraging them to apply for engineering roles. This engages and excites them to continue the process - while also letting companies discover qualified talents who may lack conventional experience.

Uber also partnered with CodeFights (a technical interview and assessment platform run by BrainFights) to give code-lovers a chance to go head-to-head with Uber's bot, UberBot. Challengers are assigned three to five short tasks involving coding and detecting bugs in existing code. Defeating the bot congratulates you and invites submitting information to be considered for an Uber job.

Bringing challenges to your company website, social media channels or app is a great way to find candidates already familiar with your brand invested enough to follow through. Tailoring challenges to job requirements, candidates will be glad for early skills showcase opportunities.

2. McDonald's streamlined large hiring volumes by making applications quick and easy (and using a platform candidates love)

Research shows conversion rates increase 365% when job applications take five minutes or less to complete. In 2017, McDonald's took this to new heights by allowing candidates to register via 10-second Snapchat videos. This lets you easily fulfill higher volumes by removing unnecessary hassles, instead focusing on a core job skill - strong communication.

To apply, interested candidates scan a Snapchat code, redirecting them to the company's career page. It also opens an AR app letting candidates virtually try on McDonald's uniforms, a simple but engaging way to liven up the process, helping candidates envision themselves in the role.

Next, candidates need only record a 10-second video including their name and brief background, before submitting a quick selfie for review by hiring managers.

McDonald's first tested the "snaplication" process in Australia before rolling out to the U.S. in June. Unlike traditional approaches, it gives candidates a chance to share a glimpse of personality, which can truly benefit those with less conventional experience to draw from. They can also use the app to hear from current employees about their experiences - another easy engagement booster.

"Snaplications" make it fast and easy for young job-seekers to apply by using a platform they feel comfortable on and enjoy. Even if you don't want to use Snapchat for hiring, tailoring your registration process to target audiences' habits could go a long way towards retaining candidates and avoiding discarded applications.

3. IBM uses artificial intelligence to help candidates submit job applications

IBM (a multinational technology company headquartered in Armonk, New York) has spent decades experimenting with artificial intelligence (AI), so it's no surprise this tech giant uses its own AI platform called Watson to improve the hiring process.

By leveraging a conversational agent called "Watson Candidate Assistant," IBM can personalize the candidate experience and guide potential candidates to the best roles for them. When a job-seeker accesses the company's careers page, they'll see an option to have Watson help them find work. Clicking this prompts the AI to interact with candidates, asking about skills, work experiences, passions etc.

Candidates can also ask Watson questions to learn about things like company values and benefits packages. This back-and-forth process allows Watson to understand candidates' strengths and what's important to them in a job and company, helping match them to roles they'll love.

Candidates don't need to use Watson when accessing IBM's career website, as traditional search functions are also available. But according to Amber Grewal, IBM's SVP and Global Head of Talent Acquisition, the AI feature has proven very popular with job-seekers.

"So far, we've seen that 86% of individuals interact with Watson," she revealed in a LinkedIn post. "And 35% of applicants base their application decisions on their interaction with Watson."

Integrating AI capabilities into your processes can elevate the candidate experience by creating a more personalized journey, helping candidates uncover jobs they're incredibly suited for, even if they never considered them before taking control of outcomes.

Making your process more user-friendly helps avoid missing out on amazing candidates. 

Don’t let boring, drawn-out registration processes discourage applicants - explore creative ways to make it easier and more engaging. Candidates will be more inclined to stick with their applications all the way through.

(According to LinkedIn)