Attracting top talent is crucial for organizations. Not only does it sustain a future talent pipeline, but it also drives competitive advantage, increased revenues, and the achievement of strategic objectives.
A key part of this effort is ensuring a positive candidate experience. Research shows that candidates with positive experiences during recruitment and selection are more likely to accept job offers, start engaged, and remain optimistic about their career prospects.
Recent research has highlighted that the candidate experience during recruitment, particularly in employee assessments, plays a pivotal role in shaping candidate perceptions.
This article reviews a recent study where we examined the role of device type (i.e. whether candidates complete assessments on smartphones or traditional PCs) on the overall candidate experience during high-stakes selection projects.
Why candidate experience matters
While historically considered a secondary factor in the talent assessment process, candidate experience has gained prominence as a critical element of recruitment strategies.
Surveys of over 4,500 job seekers reveal:
- 73% of candidates find the job application process one of the most stressful life experiences.
- 60% of candidates quit halfway through their job applications due to the length and complexity of the process.
These statistics are worrying because a poor candidate experience can cost organizations heavily. Some figures include:
- $5.4 million was lost due to candidates being unhappy with their recruitment experience.
- 72% of candidates with poor experiences share them online.
- 46% of candidates with a negative experience will avoid doing business with that company in the future.
- 42% of dissatisfied candidates will never seek employment with the company again.
- $7.6 million loss in revenue for organizations with more than 10,000 employees due to having a poor reputation.
Given the tangible impact of a negative experience, organizations are increasingly focused on creating a seamless and positive selection and recruitment process.
The role of devices in assessments
As mobile technology continues to evolve, the use of smartphones in recruitment processes, including employee assessments, is becoming more prevalent.
Recent global statistics show that 82% of candidates search for jobs on mobile devices, and 95% of mobile-delivered assessments are fully completed.
In South Africa, mobile usage is even more pronounced. Approximately 69% of internet access is conducted via mobile devices, and among younger generations, this figure climbs to 76%.
Given these trends, it is critical to understand whether completing assessments on smartphones provides an equivalent, if not better, candidate experience compared to traditional devices.
The study: Methods and findings
Our research team sampled 36,643 candidates from various industries who completed assessments designed for selection and development purposes. These assessments covered multiple domains, including ability and personality measures, and were provided by global test publishers such as Saville Assessments and Aon.
Candidates were divided into two groups based on the device they used to complete their assessments: 22,696 used a PC, while 13,947 completed their assessments on a smartphone.
To evaluate candidate experience, the study employed two primary metrics: the Net Promoter Score (NPS) and a post-assessment candidate experience survey.
The NPS is a widely used measure of how likely a candidate is to recommend the organization they completed assessments for, scored on a 10-point scale. The candidate experience survey covered factors such as perceived fairness, connectivity issues, ease of use, and perceived job relevance of the assessments.
Net Promoter Score results
The results for NPS showed no significant differences between the NPS of candidates who used PCs versus those who used smartphones (Cohen’s d = 0.11; see Figure 1 below).
Figure 1. Comparison of NPS across devices used.
The average NPS for PC users was 7.9, while smartphone users scored slightly higher at 8.1.
This suggests that the type of device had little influence on the overall satisfaction and experience of the candidates.
Notable however is that both groups reported a positive experience (NPS > 5), indicating that assessments, irrespective of device used, contribute to candidates’ willingness to promote the hiring organization’s brand.
Candidate Experience Survey results
While the NPS results were comparable, the candidate experience survey revealed some noteworthy differences based on device type. Key findings include:
- Perceived fairness: Smartphone users rated the assessments as fairer than PC users. They also believed that the assessments were more closely related to the skills required for the job.
- Job relevance: Candidates who completed their assessments on smartphones were more likely to perceive a connection between the assessment and the actual job requirements.
- Assessment accuracy: Smartphone users were more confident that the assessments provided an accurate reflection of their ability to perform on the job.
These results align with previous studies suggesting that smartphone candidates often report a more positive assessment experience.
Smartphone users, in particular, were more likely to see the assessments as a fair and relevant measure of their abilities, which may be due to the convenience and familiarity of using mobile devices for everyday tasks.
Implications for talent professionals
The findings of our study have important implications for talent professionals who want to optimize their recruitment processes.
The lack of significant differences in NPS scores indicates that organizations need not worry about negative effects when candidates complete assessments on smartphones.
In fact, our study highlights several benefits of using smartphones, including enhanced perceptions of fairness and job relevance, both of which are crucial for a positive candidate experience.
Given the high rate of smartphone usage among job seekers, especially in South Africa, organizations can leverage mobile assessments to reach a broader talent pool. This is particularly important in regions where access to traditional PCs may be limited.
Moreover, the positive experiences reported by smartphone users suggest that mobile assessments can enhance employer branding and reputation, as candidates are more likely to view the organization favorably after completing assessments on their smartphones.
Final thoughts
The rapid adoption of mobile technology in recruitment processes is reshaping the candidate experience. As this study demonstrates, device type does not negatively affect the candidate experience—in fact, completing assessments on smartphones may even have certain advantages.
Talent professionals involved in recruitment and selection should feel confident in utilizing mobile assessments as part of their selection processes, knowing that they can offer a convenient and positive experience.
By embracing mobile-first assessments, organizations can improve their candidate experience, access a wider talent pool, and enhance their employer brand.
We look forward to continuing our research on how new technologies shape the profession, so be sure to check in regularly for more on this important topic!
If you are interested in how TTS can help you improve your assessment processes, why not reach out to us at info@tts-talent.com?