Excellence in Hiring: Designing the Optimal Frontline Employee Selection Process
If a job application takes more than 15 minutes to complete, more than 70% of job seekers say they’ll bounce, according to a 2022 survey reported in HR Dive. This barrier is particularly germane to companies that employ frontline workers, often working against a narrow time-to-hire. Those recruiters have to scale operations quickly, efficiently, and often with little notice. Time matters, and even a small amount of friction can be enough to convince a job seeker to look elsewhere.“Going from three business days down to a one-second communication timeframe was huge for us,” said Carlie Lockey, the founder and CEO of Remarkable People Solutions, a recruitment firm based in coastal North Carolina. Lockey’s business had reached a tipping point: she needed to scale operations quickly, but couldn’t forfeit speed or efficiency. She shared what she learned from the process during a recent From Day One webinar on the optimal employee-selection process for frontline workers.What was she looking for? First, a high degree of automation–Lockey’s staff needs to stay nimble. Second, a high degree of customization–all her clients deploy different recruiting processes. “We needed something that would take a lot of the mindless work off of our hands, provide the best applicant experience, as well as serve each of our clients individually,” she said.Communication, and the speed of communication, was also high on the list for Remarkable People Solutions. The company needed to get its clients communicating with applicants immediately and provide consistent updates on their position in the process.She chose Fountain, a platform for frontline workforce management. It used to take the firm five business days just to notify applicants that they weren’t being sent to the next round. After adopting the platform, Remarkable People Solutions was able to invite top candidates to schedule a phone interview within an hour of applying. As Lockey put it, “the maximum amount of time is saved.”Carlie Lockey of Remarkable People Solutions and Nico Roberts of Fountain were interviewed by Emily McCrary-Ruiz-Esparza during From Day One's webinar (photo by From Day One)Fountain was engineered to be flexible, said the company’s chief business officer Nico Roberts. “We made a decision really early on to allow a ton of customization, so [clients] can hone in on the exact flow that they’re looking for, the experience that they want to tailor, and the target applicant they’re trying to find.”There’s also the matter of bottlenecks that inevitably arise in recruitment cycles, those impediments that prompt so many applicants to abandon the process.Roberts likes to look for opportunities to grease the wheels, breaking it down “day to day, season to season, position to position, state by state, and city by city.” At other times, it’s worth slowing things down. “There might be some markets where you’re getting so many applicants that you want to figure out where the quality is and have those applicants rise to the top,” he said.One way to speed things up is to incorporate text messaging into the application and recruitment process. Roberts said 85–87% of applications that Fountain handles come in via text message or mobile device. The rest are email. “Our number one request is to add more WhatsApp capabilities, so that’s coming soon, and we’re currently building Facebook Messenger capabilities,” he said.It’s not only popular among young workers. Before Covid arrived, Roberts said, text message application users were usually aged 18–40, but that’s changed. There’s no single demographic over-indexing for their text messaging tools. He credits the popularity of delivery apps during lockdowns. “A lot of [people] had to download apps to get groceries and became very proficient on mobile devices.”The trend indicates a frontline worker on the go. “They don’t want to sit in front of a laptop or wait until they get home for a desktop. They want instant communication,” Roberts said. “These folks are applying on lunch breaks or after work. They’re tired, most likely they’re frustrated. There’s a reason they need another job or a second job or a fourth job. The more barriers you can remove, the bigger success you’ll have with hiring these folks.”Another barrier often overlooked? Talent acquisition isn’t always available when applicants have questions. Fountain has been developing AI bots that keep the recruiting engine running even when recruiters have clocked out for the day. “More than 60% of all applicant questions happen in non-business hours, and [applicants] typically have to wait for recruiters to log back in to help answer,” said Roberts. “But if you have an FAQ bot trained, they can start answering in real time, whether it’s 10 o’clock at night or one o’clock in the morning.”But for every click tech feature one could add to their recruiting cycle, it’s worth asking whether it should be added. If it isn’t a reflection of your employer brand, skip it or tailor it to suit your employer identity.“The folks that are crushing it have an authentic side,” said Roberts. Where there’s opportunity to connect more personally with applicants–like by sliding in videos of current employees giving advice to prospective workers–employers should do it where it feels natural and true to their brand.“The authenticity piece I think is most crucial, whether you’re scaling up or not,” Lockey said. “If you’re just trying to hire warm bodies–that’s not authentic. You want to hire people for a purpose, to be on a team and make an impact both on your team members’ lives and your clients.”Editor’s note: From Day One thanks our partner, Fountain, for sponsoring this webinar.Emily McCrary-Ruiz-Esparza is a freelance journalist and From Day One contributing editor who writes about work, the job market, and women’s experiences in the workplace. Her work has appeared in the Economist, the BBC, The Washington Post, Quartz, Fast Company, and Digiday’s Worklife.