Completing an online job application has become a nearly universal first-step for all prospective employees in today’s day and age. Although online applications help streamline hiring and onboarding, they also present an alarming new problem for recruiters; many candidates are abandoning their applications mid-way. In fact, according to a study conducted by CareerBuilder, 60 percent of job seekers reported giving up in the middle of filling out online applications, due to either length or complexity. This trend can be just as frustrating and costly to recruitment efforts as ghosting before/after the interview process.
Marathon Applications
Length is perhaps the biggest deterrent to completing online applications. Having to answer too many questions can make a candidate feel as though they’re being interrogated. Yet, lengthy applications have remained a staple in recruiting over the years. The industry’s standard mode of thinking has remained that good candidates will exhibit their diligence by seeing a lengthy application through to the end; while less desirable candidates won’t, and can thus be “weeded out†before moving on to the interview stage.
However, as Sarah Gregory, director of research at Chicago-based mobile app and web developer, Punchkick Interactive, points out, that isn’t true, “good candidates know their time is important and they have plenty of opportunities in the job market. Their tolerance for jumping through hoops is much lower.â€
AT&T can vouch for Gregory’s statement. In 2016, the telecom giant revised their application process, eliminating half of their screener questions. As a result, they saw a 55% decline in candidate drop-off and received an increased number of high quality candidates.
One easy way to reduce screener questions: consider allowing applicants to apply with their LinkedIn profiles. This saves them the time and hassle of uploading a resume, only to have to edit the formatting or repeat the same information on later forms that ask for employment history.
Make It Less Complicated
We discovered that a variety of factors contribute to candidates concluding that your job application is too complex. For the sake of brevity, we’ve outlined the four major influences below:
- Mobile Accessibility. Research shows that more than half of all job seekers use a smartphone or other mobile device in their daily job search. Unfortunately, mobile devices tend to cut off necessary portions of applications and exaggerate their overall length. This can cause candidates stress and irritation, and quickly push them to abandon your application. You can resolve this issue by ensuring that your application contains responsive design (which allows it to shrink or stretch based on varying screen resolutions.) Additionally, be aware that some devices aren’t capable of storing resumes. Applications that enable candidates to upload their resumes from Google Drive, Drop Box, etc., provide an easy work-around to that hurdle.
- Job Titles. Employers often either default to corporate jargon, or focus so much on an engaging title, that the parameters of the role are clouded. If a candidate is uncertain the job they’re actually applying for, they likely won’t invest time in continuing your application. Instead, utilize clear, concise job titles that reflect the skills and experience required for the position. Avoid using abbreviations as they can easily be misunderstood and stay away from buzzwords like rock star, guru, and wizard. According to Carmen Bryant, global director of employer insights at Indeed, these words don’t perform as well and have a male bias association.
- Job Descriptions. Like job titles, job descriptions should be clear and concise, though they go a bit further in explaining what the job entails and the employer’s expectations. A 2016 study by recruitment company, Appcast, found that the “Goldilocks” length for job descriptions to achieve the maximum impact is between approximately 250 and 2,000 words. According to the study, this length produced *conversion rates five times higher than job descriptions of only 170 to 250 words.
- Company culture (or lack thereof) is our final major underlying reason candidates quit your application. More and more job seekers are flocking to sites like Glassdoor to read reviews about a company from past and present employees, before they proceed with an application. It’s important for employers to keep this in mind and find ways to demonstrate a healthy, positive, inclusive company culture throughout the application process. Something as simple as an FAQ section on the company website can provide potential new hires with insight on what it’s really like working for you.
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*Conversation rate: The number of candidates who viewed a job listing, and went on to finish the application.
