How to transform the candidate experience into a lever for employer branding?

The candidate experience plays a key role in how your institution is perceived. A thoughtful approach to the admissions process can strengthen your brand and attract top talent. This article explores concrete strategies for aligning the candidate experience with your values, leveraging inbound recruiting, and turning candidates into brand ambassadors. How can you optimize each step to create a lasting impact?

Summary :

1. Align the candidate experience with the school's values

2. Use inbound recruiting to attract talent

3. Transforming candidates into ambassadors

1- Align the candidate experience with the school's values

Integrate the values ​​into each interaction

Integrating your institution's values ​​into every interaction with applicants is crucial for strengthening your employer brand. As an admissions manager, you must ensure that every touchpoint reflects your school's identity and culture. This begins with clear and consistent communication, whether on your website, in your emails, or during interviews.

To achieve this, implement a transparent rating system based on your institutional values. This will allow you to evaluate applications fairly while demonstrating to candidates the importance you place on these principles. Don't hesitate to share concrete examples of how these values ​​are reflected in the daily life of your institution.

Consider a business school that values ​​innovation and entrepreneurship. During admissions interviews, you could include specific questions about candidates' entrepreneurial projects or ask them to propose innovative solutions to real-world problems. This approach not only assesses the candidate's alignment with the school's values ​​but also demonstrates the importance placed on these principles in the admissions process.

Form the admissions teams

Training your admissions teams is essential to providing a consistent and seamless applicant experience. Hold regular sessions to ensure all team members understand and embody the school's values. This includes not only administrative staff, but also faculty and alumni involved in the admissions process.

Offer flexible appointment times for interviews, including outside of regular business hours. This flexibility demonstrates your commitment to accommodating the diverse needs of candidates and reflects a school culture focused on service and adaptability. Ensure your team is trained to conduct these interviews professionally and empathetically, regardless of the time of day.

Did you know that 92% of candidates share their bad interview experience with their friends and family?

2- Use inbound recruiting to attract talent

Create engaging content

Inbound recruiting is a strategy for attracting top talent even before the application process begins. As an admissions manager, your role is to oversee the creation of engaging content that showcases your institution. This could include blog posts, videos highlighting campus life, or alumni testimonials about their career paths.

Create personalized application journeys based on each candidate's profile and interests. Use the data you collect during initial interactions to tailor the content you present to them. For example, if a candidate shows a particular interest in entrepreneurship, highlight your programs and resources in that area.

To illustrate, let's take the example of an engineering school. You could create a series of short videos featuring alumni working in cutting-edge companies or on innovative projects. These videos could be shared on social media and the school's website, accompanied by blog articles detailing the career paths of these alumni. This approach not only attracts the attention of potential candidates but also gives them a concrete vision of the opportunities offered by your institution.

Optimize your online presence

Your online presence is often the first point of contact with potential applicants. Optimize your admissions website for intuitive navigation and a seamless user experience. Ensure that essential information about programs, admission requirements, and deadlines is easily accessible.

Organize virtual open days to allow prospective students to explore the school remotely. This can include virtual campus tours, live sessions with current faculty and students, and interactive presentations about your programs. These online events not only attract talent but also showcase your institution's adaptability and innovation.

To optimize your online presence:

1. Create a dedicated admissions page with an intuitive design

2. Integrate a chatbot to answer frequently asked questions 24/7

3. Offer 360° virtual tours of the campus

4. Set up a calendar of online events (webinars, Q&As)

5. Optimize the site for mobile devices

3- Transform candidates into ambassadors

Maintaining a post-application relationship

Maintaining a positive relationship after the application process is important, regardless of whether the applicant is accepted or not. For accepted applicants, establish a mentoring system between them and prospective applicants. This facilitates their integration and fosters a sense of belonging even before classes begin.

For unsuccessful candidates, provide attentive follow-up. Offer constructive feedback on their application and, if possible, advice to improve their future chances. This supportive approach can transform even unsuccessful candidates into ambassadors for your institution, thereby strengthening your reputation and employer brand.

Let's take the example of Mines-Telecom, which has deployed an application management platform for work-study students. After each selection process, the school could organize individual feedback sessions for all candidates, whether accepted or not. For accepted candidates, a mentorship program could be implemented, connecting them with graduating students. For unsuccessful candidates, the school could offer skills development workshops or personalized advice to strengthen their applications, thus encouraging them to reapply the following year.

Encourage the sharing of experiences

Actively encourage applicants to share positive experiences. Create a student ambassador program to promote the school to potential candidates. These ambassadors can share their journey, from the application process to their current experience at the school, providing an authentic perspective to future applicants.

Use social media to showcase these testimonials and build an engaged community around your school. Organize online events where potential candidates can interact directly with your ambassadors. This approach not only strengthens your employer brand but also creates a virtuous cycle where current students inspire the next generation of candidates.

In summary, transforming the candidate experience into a lever for employer branding requires a comprehensive and consistent approach. By aligning each step of the admissions process with the school's values, implementing effective inbound recruitment strategies, and encouraging candidates to become ambassadors, admissions officers can significantly increase their school's attractiveness and reputation. This proactive approach is essential for attracting and retaining top talent in an increasingly competitive educational environment.