Why Your Recruitment Efforts Are Damaging Your Brand And What You Can Do To Correct It
A company’s brand and recruitment efforts are intrinsically linked to one another. Recruitment campaigns are effectively marketing campaigns aimed at potential employees. This audience represents a valuable stakeholder who will develop strong impressions of your company’s brand during the recruitment process. In some cases the candidate is an existing or future customer of your company’s products and services, which means they can have strong influence through word-of-mouth. Making sure that your recruitment efforts create positive experiences with job candidates is part of a healthy recruitment strategy and company brand.
TECHNOLOGY CREATES BRAND TRANSPARENCY
Technology has created an increased awareness among candidates about an employer’s brand. This has made hiring a tough job for recruiters. Employee reviews on Glassdoor, Indeed and Google give candidates insight on employee brand experiences both positive and negative. Social networking platforms like LinkedIn and Facebook give candidates a chance to reach out to someone in their network to trade opinions on a current or past employer. This increased transparency has given companies all the reason to create positive experiences with candidates during recruitment efforts.
YOUR COMPANY’S BRAND IS EVIDENT DURING EVERY PHASE OF RECRUITMENT
Branding is your identity and it is evident at every phase of recruitment. Branding promotes recognition and distinguishes you. It is present in your recruitment ad, your email communications, your website, your LinkedIn profile, the signage in front of your building when the candidate arrives for their first interview – it is married to your recruitment process. This makes your recruitment a major touchpoint of your brand. This means you must manage the process carefully in order to protect your brand’s reputation.
SHORING UP YOUR RECRUITMENT PROCESS AND PROTECTING YOUR BRAND
The following are ways that your company’s recruitment efforts may be damaging your company’s brand and what you should be doing to correct it:
Levon Guiragossian is principal marketing consultant and founder of The Holy Grail of Marketing, a consulting firm specializing in helping recruitment agencies and human resource department with their branding needs.