“体验至上”:基于候选人体验的校园招聘推动雇主品牌建设

“Experience First”: Campus Recruitment Based on the Candidate’s Experience Resulting in the Strengthening of the Employer Brand

近几年,人才争夺战日益激烈,企业为赢得校园招聘纷纷使尽浑身解数,提升候选人体验也成为企业主要关注的问题。基于候选人体验的校园招聘,强调体验至上但并非盲目追求极致体验,是让专业、科学、公平的招聘流程更有温度。在企业提供的“功能性条件”(薪酬福利、工作地点、工作强度、晋升机会)接近的情况下,采取差异化的校招策略能提高招聘效能,为自己的雇主品牌打上“以人为本”标签,让企业雇主品牌有区别度,让校园招聘与企业雇主品牌建设之间形成良性循环。研究结果表明,面对新生代员工,改善候选人体验虽然渐成趋势,但较少企业有完整的思路;雇主品牌虽然风靡已久,但大多数企业雇主品牌建设的行动力不足,还没有成熟的雇主品牌建设方案。本研究从校园招聘入手,聚焦于校园招聘中的候选人体验,较为系统地提出在校园招聘中值得采纳的提升候选人体验的对策建议,在提升招聘效能的同时塑造优秀雇主品牌。

In recent years, the battle for top talents has become increasingly fierce. Enterprises have made every effort to win campus recruitment, and improving the experience of candidates has also be-come the main concern of enterprises. The campus recruitment based on the candidate’s expe-rience emphasizes the supremacy of experience but does not blindly pursue the ultimate expe-rience, which makes the professional, scientific and fair recruitment process more considerate. Nowadays, The “functional conditions” (compensation and benefits, location, intensity of work, opportunities for advancement) provided by companies are getting closer and closer. Only by adopting differentiated recruitment strategies can the recruitment efficiency be improved, and the employer brand can be labeled “people-oriented”, so that the employer brand can be distin-guished, and a virtuous circle can be formed between campus recruitment and employer brand building. The results show that, although there is a trend to improve the candidate experience for the new generation of employees, few enterprises have a complete idea. Although the employer brand has been popular for a long time, most of the enterprises do not have enough execution to build the employer brand, and there is no mature employer brand building program. This study focuses on candidate experience in campus recruitment, and systematically puts forward countermeasures and suggestions worth adopting to improve candidate experience in campus recruitment, so as to build excellent employer brand while improving recruitment efficiency.