Building Your Employer Brand Begins With A Quality Candidate Experience
Building an effective company brand is essential to the success of a business. Branding is not just about a prominent logo and catchy motto. It extends across the company’s marketing and into its offices and employees. A brand allows consumers to identify a product on the shelf or a service offering, and gives them a blueprint of what to expect from your company. You build your brand to be a representation of what your company stands for and how you wish to be perceived. A successful brand can stimulate new business, instill customer loyalty, increase awareness of your company’s products or services, and attract quality applicants.
While many companies justifiably focus on the consumer side of their brand, they do so without properly addressing the employee aspect of branding. The foundation of a truly effective brand is in a company’s employees. Dissatisfied employees not only damage a company’s success through decreased productivity and low morale, they can also wreak havoc on an organization’s brand. If employees are unhappy, that opinion will spread to consumers, one way or another, and into the labor market.
Creating and maintaining happy employees spans across departments and throughout an employee’s lifetime with the company — from the day he/she is hired to the cake and well-wishes at his/her retirement party. However, it’s possible to begin building a happy employee – and a well-loved brand – before that employee even sets foot in the office.
The first step in creating a brand that is loved by customers and employees alike is to create a hiring process that focuses on convenience and simplicity for candidates. It’s important to remember that candidates may be future customers, and a poor candidate experience will impact a former candidate’s likelihood of making a purchase as well as abandoning your hiring process. According to the Talent Board’s Candidate Experience Research Report, 50 percent of candidates surveyed stated that a poor experience would make them more inclined to shop/apply elsewhere. However, 70 percent stated that a good customer experience would increase their buying relationship with the employer.
But beyond this aspect of candidate as consumer, we must consider how a hiring process affects the ability to hire the best individual for the job. A poor hiring process can not only make you lose candidates, it can be detrimental to your brand. Old-school requirements, such as having all candidates mail a copy of their resume or actually enter your brick-and-mortar office to fill out a generic application, can severely limit your candidate pool. So can low-quality application systems that require multiple steps, freeze up, include multiple stops and restarts, or ask repetitive questions.
Revolutionary hiring processes are custom-made for your business, your candidates, and your brand. Since a majority of available – and highly talented – candidates are not actually seeking employment, a system that does not require a resume is ideal. Passive candidates do not regularly update their experience, skills, and job history on their resumes, meaning they may simply pass over opportunities which require a copy of their resume. Once a mutual interest has been established, the applicant will be more inclined to provide an up to date resume should you require one in later stages of the process.
Applicant systems which take a long time, are boring, or ask irrelevant questions may result in incomplete applications and dropped candidates. Effective hiring processes motivate candidates to continue through each phase of your process, not only asking questions about education, work experience, skills, and culture fit, but also answering relevant questions and engaging users.
The programs themselves should be powerful enough to quickly handle all requests, but light enough so they don’t freeze up or crash half-way through the process. They should be accessible through different platforms, such as laptops and desktops, tablets, and mobile devices. They should be easy-to-use, modern-looking, and unique. They should represent the company brand and even offer insights into what it’s like to work for the organization.
Give your candidates control over their application process. The most qualified applicants should immediately be provided with next steps, such as self-scheduling onsite final interview options. Don’t lose top talent simply because your hiring process is not as impressive as other areas of your company and employer brand.
A quality candidate experience is the first step in ensuring that you are hiring the right person. Your hiring process should have modern features, be highly accessible, and convenient to use. Taking your applicants’ needs into account not only lures in top talent, it impresses them. Happy candidates may become customers who support your company and believe in the quality of your brand – whether they are hired to join the team or not.
If you’re interested in improving your candidate experience, check out HRMC Acclaim℠.