A Good CX is the Incubator for Innovation

To deliver a good CX for those entering the workforce in 2020, you need to create an user-centric experience that engages candidates.

June 13, 2017

As I discussed in my previous two blog posts, providing a good candidate experience (CX) is critical to a successful recruitment process and employer brand. It’s also an essential element of attracting the young, high potential talent you need to drive innovation in your organization. So how do you ensure this critical interface between the future talent of your company and the ever-developing technology of the day are getting along seamlessly? And if you’re not thinking about this relationship, why not?    

To deliver a good CX for those entering the workforce in 2020, you need to create an effective, user-centric experience that engages candidates and makes them feel valued. You have to approach them on the platforms they’re used to. For the last group of Millennials and the first wave of Gen Z workers to enter the workforce, their smartphones are their platforms of choice. Consider the following statistics:

  • According to Pew Research Center, 92 percent of U.S. adults between the ages of 18 and 29 owned a smartphone in 2016.
  • The Deloitte 2016 Global Mobile Consumer Survey showed that 10 percent of 18- to 24-year-olds and 21 percent of 25- to 34-year-olds use mobile payments in-store on a weekly basis. These numbers are likely to increase quickly as more stores accept mobile payments.

In addition to preferring smartphones over tablets, laptops, or desktop computers, these users overwhelmingly choose apps over browsers. Research by Flurry Analytics, cited in the article “Seven Year into the Mobile Revolution: Content Is King… Again,” shows that 90 percent of the time spent by U.S. users on their smartphone is in apps—not in browsers. Why? Because apps provide consumers with a fast, personalized way to connect with their favorite brands—and immediately take action, for example purchase products, read articles, or share something with their social networks.

When you combine all these statistics, it quickly becomes clear why companies around the world are prioritizing user experience (UX) in their marketing efforts: They need to connect with consumers and provide them with a personalized, streamlined experience that keeps them coming back for more. If they fail to do this, they risk becoming obsolete.

It’s crucial to understand that these young consumers, the ones who use apps on their smartphones to do everything from shopping to banking to exercising, are the same group of young professionals entering the workforce in the next three years. Since they’re used to exceptional UX in their daily lives, they’ll expect the same from potential employers—and lose interest in companies that fall short in this aspect. On the other hand, employers that invest the time and resources to design, develop, and manage a good CX for lean, high potential talent are likely to attract precisely the kind of top quality talent they want.

In conclusion, delivering a good CX should not be thought of as a luxury. Instead, it should be considered a key component of your talent acquisition strategy. Because by attracting young professionals who bring new skills and insights to the company, it directly contributes to your organization’s ability to drive innovation and by extension, advance its competitive positioning.

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