Did you see the recent Gartner study showing that marketing budgets make up a little over 11% of total company revenue and are growing? Companies are betting big on strategies that drive overall brand metrics. Customer experience (CX) is a huge part of that strategy and is becoming an important focus for businesses. Consumer-centric efforts focus on the customer experience from the awareness stage through the post-purchase process. Social media has been a force behind the implementation of CX programs. When a viral review can quite literally make or break a brand, keeping the customer happy and engaged is critical. If companies are spending millions to ensure the satisfaction of their customers and the reputation of their brand, why doesn’t this investment extend to their recruiting practices?
We’re just not that into you
Candidates are hard to find; unemployment is at an all-time low (3.9% in March 2019). In this economy, candidates have the upper-hand. You compete by putting your best face forward, yet job search boards are littered with stories of companies behaving badly. From providing duplicative application information to enduring umpteen rounds of interviews, job hunters are frustrated with the hiring process. The worst recruiting crime seems to be “ghosting”. Ghosting, a word that grew out of the online dating scene, is when one person goes completely dark after exchanging several messages or even going on a few dates. Job hunters complain of recruiters going dark during some point in the hiring process whether after an initial phone screen or, worse, following a full day of in-person interviewing. Ghosting demonstrates a lack of respect on a basic level. Understandably, companies don’t view potential employees as their target consumer market. Sometimes they aren’t, but like consumers, they share their experiences online. Company reviews matter. An Indeed.com survey showed that 83% of job seekers decide where to apply based on company reviews. Even when a company has high marks, it’s the bad reviews that gain traction and can impact a company’s bottom line and reputation.
Recruiters as marketers
Some companies build their reputation on customer service. Customer service representatives often go through weeks of training before they ever speak to a customer. Customer relationship management systems (CRM) track every interaction sales and marketing have with clients and prospects. Most companies recognize the importance of tracking every client and consumer touchpoint. Why don’t businesses view recruiting through the same lens?
It’s no secret that the internet has transformed the recruitment process. When applying to a job means clicking a button or uploading a resume, recruiters are flooded by applications. But a larger candidate pool calls for implementing sophisticated recruiting software to stay ahead. Human capital management systems are plentiful and cater to all business sizes. A recruiter’s pipeline is just as important to a company as sales manager’s. When a recruiter thinks like a marketer, they recognize that a candidate who is not right for an open position today might be the perfect fit for another role in six or 12 months. They know that employees — good employees — are expensive to hire, train and keep happy. Common courtesy goes far in maintaining a healthy candidate pipeline as well as protecting a company’s reputation.
What can you do?
Today’s brands are in a worse position than ten or even 20 years ago. Word spreads quickly in a digital world that’s always on. One poorly timed tweet or association with the wrong influencer can send a company’s shares plummeting. On the other hand, each positive interaction a company has with the public continuously reinforces brand stability. It’s time to act – the evidence is overwhelming that the recruitment process is part of how the public see your brand, and a poorly designed / maintained recruiting process is not only costing you high quality candidates, but permanent brand damage. Make an effort to understand how your recruiting process actually looks like from the candidates perspective. Here’s how to get started:
Make sure to close the loop with all candidates. They took the time and energy to apply, you can let them know what’s going on.
Monitor reviews regularly on sites like Glassdoor and Indeed. Often, reviewers represent the most disgruntled employees. Be sure to engage and encourage all your employees to leave feedback.
Treat every candidate as a potential future employee. Your reputation as an employer can limit the quality of candidates you attract.
Ask candidates for their feedback! If you aren’t conducting post hiring process reviews, you’re not closing the feedback loop.
When companies see recruiting not just as a back office function, but a critical part of their business success, they see top line business results. After all, who has time for a brand that doesn’t have time for them?
About Tabor Consulting
Tabor Consulting is focused on consumer brands looking to understand and expand their space in the market. Through qualitative and quantitative techniques, our unique approach to analysis delivers actionable insights and a unique roadmap to understanding and addressing market needs. For more information, please email: michelle@taborconnect.com.
