What is Abandonment Rate?
Abandonment rate is the percentage of candidates who initiate but don’t complete the job application process. It assists highlight where candidates drop off during the application, giving you a sense of where things might be going wrong. If your abandonment rate is high, it could mean that the application is too long, the system isn’t user-friendly, or the process isn’t engaging enough for candidates.
92% Candidates Never Finish Online Job Applications
— SHRM
How to Calculate Abandonment Rate?
To calculate the rate, use this simple formula:
Abandonment Rate (%) = [(Candidates who started to apply but did not finish) ÷ (Applicants who started)] × 100
For example, if there are 500 candidates beginning the application process, but only 350 completed.
The rate would be: [(500 – 350) ÷ 500] × 100 = 30%
Why Measuring Abandonment Rate is Important?
Measuring this rate is crucial because it shows where you can improve. A high rate of abandonment indicates that something in the application process is turning candidates away. By tracking this metric, you can:
- Improve the candidate experience by identifying and fixing roadblocks.
- Make your recruitment process more efficient and user-friendly.
- Spot any technical issues, like slow page loads or confusing steps, that might be causing drop-offs.
- Boost your employer brand by offering a smoother application experience, which candidates will appreciate.
How to Reduce Abandonment Rate?
Here are a few practical tips to help lower the rate:
- Simplify the Process: Cut out unnecessary steps, minimize form fields, and allow candidates to upload resumes so they don’t have to fill in everything manually.
- Optimize for Mobile: Ensure your recruitment process works smoothly on smartphones and tablets since a lot of candidates apply using their phones.
- Provide Clear Instructions: Use simple language and add a progress bar so candidates know how far they are in the process.
- Test the System and Ask for Feedback: Regularly test your system for issues and ask candidates for feedback on their experience. This will help you spot any pain points they’re facing.
Abandonment Rate Across Different Platforms
A. Internal Applicant Tracking System (ATS)
If candidates apply using your organization’s ATS, you can easily track abandonment rates through built-in tools and analytics.
B. Job Portals (e.g., LinkedIn, Indeed, Glassdoor)
For job portals like LinkedIn or Indeed, tracking abandonment rates is a bit trickier, but it’s still possible to get some insights. Most portals offer basic analytics that can tell you how many candidates clicked on the job post versus how many completed the application.
C. External Application Forms on Your Website
If applications are hosted on your website, you can track abandonment rates with tools like Google Analytics or by integrating your job forms with your ATS. This will give you more precise data on where candidates are dropping off.