HRO Today July/August 2017 - 35

Employee Engagement
influence their acceptance of the offer. Millennials stand
apart again from other cohorts, with 82 percent holding
this opinion.
Given that millennials are now the largest generation in the
workforce, according to The Pew Research Center, getting
personal makes sense. A personalized welcome gift- swag
with the company logo for example-that is sent to the
candidate's home at the same time the offer is extended,
could be the tipping point. The gift can be even more
powerful if it affirms company vision or values and has an
accompanying handwritten and personalized message. This
is a great way to promote an employment brand, and will
likely impress not only the candidate, but also those with
whom they share the experience.
Minimize Risk Between Offer and Start Date
But a candidate accepting the offer is not a signal to sit
back and relax. The 2017 Trendicators study found that
58 percent of passive candidates will continue to consider
competing offers even after accepting one. Among
active candidates, the rate is even higher at 71 percent.
Considering the time and resources invested in bringing
candidates to this point, it makes sense to be proactive
about keeping them engaged during this vulnerable period.
The welcome gift is important during this period, as it
validates the candidates decision and demonstrates the
cultural values of recognition, appreciation, and inclusion.
In addition, a couple of personal touches-a phone call
or a text for example-can go a long way in keeping a
candidate from being tempted by competitors. This is
also an opportunity to pay candidates a compliment. For
example, praising the way they handled themselves in
the interview process is a simple act of recognition, and
recognition is a key driver of employee engagement.
The Power of Recognition
It is hard to overstate the importance of respect and
recognition. According to the study, 35 percent of
respondents ranked respect as the top reason they accept
offers. That's even higher than job fit (23 percent) and
compensation (18 percent). It's also the top reason that
employees leave jobs (24 percent). Furthermore, it's more
important than compensation (18 percent) or job fit (16
percent).
More compelling evidence is the fact that 70 percent
of all respondents want to understand a company's
recognition program before applying and will look to the
company's career website to get information. Among active
candidates, it's even higher at 81 percent.
This suggests that it's no longer enough to just include
" people are our most important asset " in an employment
brand. Most candidates are searching for insights into a
company's real culture, and employee testimonials around
recognition can also have a big impact. Career pages
should include pictures and videos of employees receiving
recognition and rewards at a meeting or ceremony. A
picture accompanying a testimonial will also help foster a
more personal connection.
Onboarding Does Not Equal Paperwork
According to the report, the onboarding process has a
strong influence on candidate retention. Almost 60 percent
of respondents report that if the onboarding experience is
poor, they will start a new job search almost immediately. If
the first day doesn't go smoothly, 69 percent will consider
leaving during the first month, and 72 percent indicate that
the total onboarding experience will affect their decision to
stay with the organization more than a year.
A positive, well-planned onboarding program sets the stage
for long-term employee engagement and helps set the
candidate up for early successes. This process might include
hosting a gathering in the break room to welcome the new
hire or scheduling the new hire to have lunch with a buddy,
mentor, manager, or team member. During the first week,
the new hire might spend a couple of hours each with
people from different departments to help build an internal
network.
Many companies are implementing technology platforms
to facilitate engagement, socialization, and peer-to-peer
recognition. On a candidate's first day, an engagement
platform might present welcome messages from the CEO,
direct supervisor, and coworkers. It can also provide links to
important resources, describe local amenities (lunch spots,
cafés, etc.), and reaffirm the company's mission and culture.
The power of these approaches lies in consistent execution.
.A diligent approach will deliver the strategic intent of bestin-class
recruiting, onboarding, and retention programs.
By extension, it can also make a significant impact on a
company's overall objectives.
Darren Findley is president of recruitment solutions of Engage2Excel
and Tom Brennan is master writer for Decision Toolbox. The 2017
Trendicators report was based on a survey of 1,500 job seekers. Its
author is Dr. Jack Wiley, chief scientific officer of Engage2Excel.
JULY/AUGUST 2017
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HRO Today July/August 2017

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