Being unemployed was stressful enough for Stephen Salvitti, but he felt even more dejected after enduring months of impersonal online job searching. In 2014, he submitted dozens of applications, but he usually didn’t get any response, even electronically. After a week or two, he often called human resource departments and left messages, trying to track the status of his application.

He heard back from only about 10% of them, mostly by email, and he usually learned the job was filled or he was no longer in the running. Once, when Salvitti did reach a recruiter, he discovered his resume had failed to upload so he hadn’t even been considered.

Finally, however, there is relief in sight for job seekers such as Salvitti. The anonymous online application process still leaves many job seekers cold, but employers are becoming more aware of its shortfalls. Indeed, in some industries where talent is in short supply, such as technology and engineering, a more personalised approach is becoming a must.

“HR people need to realise that it’s a person they’re dealing with, not just an electronic document; we’re trying to make a living and survive,” said Salvitti, who is working on a thesis for his master’s degree in media studies at Syracuse University. Recently, he landed a temporary position with a digital advertising agency but could be back to the online application grind by early 2015.

Black hole

Many job candidates share Salvitti’s ire. They feel their application goes into a black hole and they never know if a recruiter gives it serious consideration — or even receives it. They wonder for weeks whether they might get called for an interview before finally giving up hope.

Some employers do send automatic emails acknowledging receipt of applications and a few announce when a position is filled. But that isn’t enough for most people. About two-thirds of job seekers expect more personalised communication, including a phone call from a recruiter, according to a 2014 survey by CareerBuilder, the online jobs site.

“If (candidates) hear nothing or get auto-generated responses, they’re disappointed,” said Rosemary Haefner, vice president, human resources, at CareerBuilder.

The survey also found that 60% of job seekers didn’t complete online applications they found too lengthy and complex. They prefer to know how much time and detail are involved before they get started.

“Many applications are tedious and want me to type in information that’s already on my resume. They also ask uncomfortable questions about things like my desired salary, which I’d rather discuss in person in an interview,” said Caitlin Smith, who is seeking a full-time high school teaching position in Massachusetts. “I think employers should just ask for a resume or cover letter and then schedule a phone interview.”

A two-way street

Employers didn’t need to consider people’s feelings in recent years when jobs were scarce. But now, candidates with in-demand skills have far more choices and can simply reject companies that aren’t responsive enough.

 “Many companies still treat applicants like nobodies, but we are starting to see more organisations do things like provide a recruiter’s phone number to them,” said Elaine Orler, a recruiting consultant and chairman of the Talent Board, a nonprofit group that created a Candidate Experience Award program in North America and the UK to encourage companies to treat job seekers with more respect. “Some employers also are offering the LinkedIn profiles of recruiters who will be conducting interviews,” she added, “and some are even revealing the topics to be prepared for in the interview.”

Employers not only risk alienating applicants if they’re cold and unresponsive, but they also may damage their reputation with a candidate’s personal connections. In a not-yet-published 2014 Talent Board survey, 70% of UK job candidates said they would likely share negative application experiences with their inner circle, while nearly a third would probably do so on social media.

Solutions

Employers are well aware of complaints about online applications, but say the flood of candidates has overwhelmed HR departments, many of which were cut back during the last recession. Surprisingly, more than half of HR professionals concede that their application process isn’t easy, clear or user-friendly, according to a 2014 survey by Jibe, a recruiting technology services firm.

Microsoft tries to be responsive, but doesn’t always provide as much feedback as applicants would like, said Monique Douglas, strategic vendor manager for worldwide staffing. While the company emails candidates a thank you message that says they will be contacted if the company is interested, it doesn’t have an automated system for letting people know a job was filled. “We do encourage recruiters to pick up the phone and follow up,” Douglas said. “But you can imagine how hard that is given the volume of people who apply to us.”