Have you stopped to consider how your actions may influence your company's employer brand? We strive to make our organization a best place to work - to be recognized on lists, to be championed by our employees, to be an employee centric culture. When we focus on attracting the best candidates for our open positions, we engage them in discussions on our values and practices, and we celebrate when a top candidate accepts the position. How do those who are not selected feel about your company and the application, interview and selection experience? What are they saying? Why does it matter?
I recently saw articles about the pending legislation to address discrimination against those that are unemployed. While I feel saddened that we need to legislate to stop a practice by a few that should never have started, perhaps we should be talking about coaching the recruiters in those companies on employer branding.
As I hear HR professionals in transition express their concerns about this trend, I push back to ask if the individual would like to work for a company that openly discriminates against the unemployed? There are many other companies with strong employer brands. Wouldn't you prefer to work for them?
Being unemployed and in a job search is eye-opening to many in HR when the roles are reversed. We become so focused on clearing our own "to do" list, that sometimes we don't realize how our actions are perceived. Small mis-steps in the company’s communications can quickly undermine otherwise well implemented recruiting practices. I am asked questions or hear comments such as “Why do I not hear from a company after an interview?” “I received a “thanks but no thanks note” months after an interview – I’d already given up” “I called the interviewer a number of times to follow up, as agreed in the interview, without a response. Then I got a generic note from the recruiting department.” “Their value statement says their people are their greatest asset, but I don’t see them caring about how they treat their candidates. Perhaps it is different when you are hired, but I’m not sure. And I'm not sure I would want to work there.”
Perhaps it is easier or quicker to send a generic email than to pick up the phone or customize the message. However little things do matter. Do these candidates still have that excitement about the company that was there before the interview? Will they be sharing positive comments about their experience as they continue to network?
While I can sympathize that everyone is incredibly busy, taking a little time to think about how the action will be perceived is time well spent. Look for fast, efficient AND appropriate solutions. Every communication either builds respect and trust or it doesn’t, and it is much harder to rebuild respect once it is lost. Is it better to invest a little time now, rather than more time later?
The informal network is fast to share individuals’ observations – good and bad. What are candidates saying about your company?