ABOUT INFRACTA
Engagement Brand - The Journey to Infracta
It all started as a puzzle:
Why is candidate behavior at the top of the recruitment funnel so unpredictable?
For Talent Acquisition professionals, the struggle to attract and engage potential candidates is a fact of life. For our team of brand analysts and behavioral psychologists it was a statistical mystery. Decades of research and billions of dollars have been invested in the science behind consumer marketing. When a company wants to sell computers or candy bars, there are proven practices for reliably winning the attention and interest of the market. Those same practices should work for employers who are trying to “sell” job openings to potential candidates.
Right?
Yes … and no. An analysis of survey data from hundreds of thousands of candidates - cut against aggregated process metrics from each stage of the recruiting process across hundreds of North American employers - showed that traditional decision driver analysis is highly effective at predicting job offer acceptance. However, the top of the recruiting funnel told a different story. The first critical decision a candidate makes is the decision to engage (D2E) with a recruiting process. And when it came to the impact of those key decision drivers at driving D2E, the data weren’t just unclear. They were nonsense.
Employers invest time and resources into boosting their ability to connect with the talent market. They craft job postings and outreach emails with carefully selected language, based on extensive (and expensive) candidate research. Usually it helps a little … but, sometimes it doesn’t. Sometimes it seems to actually hurt candidate engagement. And - most confusingly of all - sometimes it works like a charm, giving recruiters a tantalizing taste of how much easier their job could be.
So began a four-year process of applying the methodologies of market research and cognitive science to two critical questions:
- First: why is candidate D2E behavior so hard for employers to drive?
- Then: how can we make it easier?
That work produced the initial articulation and validation of Engagement Brand analysis, and then the SPIN methodology and nexus mapping analytics. With the application of machine learning to candidate engagement data it became possible to isolate distinct candidate persona profiles. Put it all together, and the result is the Infracta Engagement Brand Activator insights suite - the foundational data-driven solution to driving candidate conversion at the top of the recruiting funnel.
ABOUT INFRACTA
Engagement Brand - The Journey to Infracta
It all started as a mathematical puzzle. Why is candidate behavior at the top of the recruitment funnel so unpredictable?