Behavioural design - How to get better applicants

Behavioural design

To get a better understanding on how you can get better applicants, a new technique can be your way to success. It's called: Behavioural design.

Behavioural design, also known as behaviour design or design for behaviour change, is a multidisciplinary field that combines principles from psychology, behavioural economics and design to influence and shape human behaviour. It focuses on understanding the factors that drive human behaviour and using that knowledge to design interventions, systems and environments that encourage desired behaviours or discourage unwanted behaviours.

The goal of behavioural design is to create effective solutions that make it easier for individuals to adopt positive behaviours or change existing ones. It recognises that human behaviour is influenced by a range of factors, including:

By understanding these factors, behavioural design seeks to design interventions that align with how people naturally behave and think.

Key concepts and techniques used in behavioural design include:

1. Choice architecture: This involves designing the way choices are presented to individuals to influence their decision making. By carefully structuring the options, order and context in which choices are presented, behaviour designers can guide individuals towards desired choices or behaviours

2. Nudging: Nudging involves subtly guiding individuals towards specific behaviours without restricting their freedom of choice. Nudges use behavioural insights to make certain behaviours more salient, appealing or convenient while maintaining individuals' autonomy

3. Framing: Framing involves presenting information in a way that influences how people perceive and interpret it. By framing a behaviour or message in a particular context, behavioural designers can shape individuals' attitudes and decision making

4. Feedback and rewards: Providing timely feedback and appropriate rewards can reinforce desired behaviours and motivate individuals to continue engaging in them. Behavioural design leverages the power of positive reinforcement to encourage behaviour change

5. Social influence: Humans are social creatures who are influenced by others' behaviour and opinions. Behavioural design considers social norms, social proof and social influence to encourage behaviours through the power of social connections and peer influence

6. Gamification: Applying game elements, such as: Challenges, rewards and progress tracking, to non game contexts can make behaviours more engaging and motivating. Gamification techniques are often used in behavioural design to promote desired behaviours

7. Habit formation: Behavioural design focuses on creating interventions that help individuals establish and maintain new habits. By understanding the process of habit formation and leveraging cues, routines and rewards, behaviour designers can support long term behaviour change

With this in mind you are now ready to focus on how to design your talent pipeline the most efficient way to optimise.

Behavioural design within recruitment

Behavioural design involves designing the recruitment experience in a way that influences:

• Candidate behaviour
• Decision making
• Engagement

to attract and select the best candidates for a particular role or organisation.

Here are some key aspects of behavioural design within recruitment:

1. Job postings: Behavioural design can be used to optimise job postings and make them more engaging and persuasive. By incorporating principles of behavioural economics and psychology, such as framing, social proof and scarcity, job postings can be designed to capture candidates' attention, highlight key information and encourage applications

2. Application process: The application process itself can be designed to streamline and simplify the experience for candidates. By minimising cognitive load, reducing friction and providing clear instructions, recruiters can increase the likelihood of candidates completing the application process. This can involve removing unnecessary steps, using progress indicators and ensuring a user friendly interface

3. Decision making and evaluation: Behavioural design can also influence the decision making and evaluation processes during recruitment. For example, structured interviews can be designed to minimise bias and ensure fair and objective assessment of candidates. Standardised evaluation criteria and scoring systems can be implemented to promote consistency in the assessment process

4. Candidate experience: Behavioural design focuses on creating a positive and engaging experience for candidates throughout the recruitment journey. This can involve personalised communication, timely feedback and transparent updates to keep candidates informed and motivated. By applying principles of behavioural psychology, you as a recruiter can create an experience that fosters a sense of belonging, trust and commitment

5. Nudging and incentives: Nudging refers to using subtle prompts or interventions to influence behaviour. In recruitment, nudges can be used to encourage desired actions from candidates, such as completing assessments or scheduling interviews. Additionally, incentives can be employed to motivate candidates, such as offering rewards or highlighting the benefits of working for the organisation

6. Diversity and inclusion: Behavioural design can play a crucial role in promoting diversity and inclusion in recruitment processes. By reducing bias, implementing blind screening techniques and using structured assessments, organisations can ensure that candidates are evaluated based on their qualifications and abilities rather than irrelevant characteristics

If we turn our perspective 180 degrees, we are able to focus on what triggers the applicant.

Applicant triggers

Several factors can trigger an applicant's decision to apply for a particular job. Here are some common triggers that can influence applicants:

1. Job description: The content and presentation of the job description play a significant role in triggering an applicant's interest. A well written and compelling job description that clearly communicates the responsibilities, requirements and potential benefits of the role can motivate candidates to apply

2. Company reputation and brand: The reputation and brand of the company can act as a trigger for applicants. Candidates may be drawn to organisations known for their positive work culture, strong values, opportunities for growth or innovative practices. A company's reputation can create a sense of desirability and attract candidates who align with the company's mission and values

3. Compensation and benefits: Competitive compensation packages, attractive benefits and perks can be strong triggers for applicants. Candidates are more likely to apply for a job that offers a fair and appealing salary, comprehensive benefits, flexible work arrangements or other incentives that enhance their overall work life balance

4. Career growth and development: The potential for career growth, learning opportunities and professional development can be enticing triggers for applicants. Job seekers often look for roles that align with their long term career goals and offer opportunities for advancement, skill building  and acquiring new experiences

5. Networking and referrals: Referrals from trusted sources or networking connections can be powerful triggers for applicants. Learning about a job opportunity through a personal recommendation can increase a candidate's interest and motivation to apply

6. Timing and personal circumstances: External factors such as timing and personal circumstances can also trigger applicants. For example, candidates might be more inclined to apply for a job if they are actively seeking employment, experiencing dissatisfaction in their current role or going through a life transition that necessitates a job change

7. Mission and purpose: Organisations with a strong mission or purpose that resonates with candidates' values can trigger their interest. Applicants who are passionate about making a positive impact or contributing to a specific cause are more likely to be triggered by job opportunities aligned with those values

Now the question is: Are you ready to combine everything listed on this page - or at least the points best suited to your company?

If yes, please feel free to click below.