There’s not much of a difference between a great candidate experience and a deep, cohesive employer brand. The two work hand in hand.
Take a look at how you’re hiring: think candidate experience. Do you force job seekers through a maze-like microsite for career opportunities, then fail to acknowledge their applications with an email or letter (spoiler alert: approximately 70% of hiring companies are in this camp)? Do you put people through tests and five phone screens, then never follow up? If so, you’re doing damage to your brand. Smart companies know better: they’ve evolved their use of technologies that streamline the hiring process: video, digital interviews, social recruiting and more.
A few more things can make or break employer brand and candidate experience:
- Communicate throughout the process. If you do a phone screen, give feedback. If a candidate comes to your career site, acknowledge the visit with an email explaining your hiring process. Technology is available now to make these steps easy; there’s no reason not to do it, unless you want to damage your brand.
- Think like a candidate. Another timeless reminder: treat others as you’d like to be treated. This Golden Rule is especially important if you want to ensure good candidate experience. And why wouldn’t you?
- Be a person first, an HR manager second. People want to deal with people. Make your hiring process as personal as you can. You’re not dealing with robots (just yet at least).
- Set expectations. This is part of the communications process but it deserves a call-out. Don’t leave people hanging; let them know what your process is, when they can expect to hear back, how quickly you’re planning to make a decision.
Candidate experience is a two-way street. Make sure yours is good and true to your brand, or you are setting the brand up for damage both upfront in the recruiting process and to your internal employees and stakeholders. It’s easier to maintain a good reputation than it is to rebuild it. Employer brand and candidate experience are linked, and they matter greatly to recruit and retain your talent.
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