Recently, a friend in the midst of a career transition vented to me that employers were not returning her calls following interviews and/or responding to résumé submissions.
Her frustration is shared by many who have found that a buyers’ market for job candidates can translate into a lack of response from too many employers. And, make no mistake: Job candidates don’t forget these communication lapses. They remember the good, the bad and the ugly.
The employers who are messing up with job candidates are forgetting that they are consumers, potential future clients and possibly their future boss.
The hiring process is just one example of the impact human resources process and communication systems can have on a company’s image. Similarly, current employees represent a critical lifeline for an organization’s continued sales success and image as an employer of choice.
So given the current challenging business climate, there is an outstanding opportunity for HR to play a larger role in external and internal marketing and corporate promotion. Consider the following opportunities where HR can support your company’s positive image and reputation inside and outside the organization.
Recruiting. Whether it is a local online job posting or a print classified advertisement, ensure that your organization and open positions stand out. Get rid of boring ads that candidates gloss over, and link to a state-of the-art online career center at your company’s website. Provide an easy way for candidates to apply, and confirm your receipt even if their qualifications aren’t a match for your openings. Timing is everything, so processes should ensure quick responses and provide candidates with direction on possible next steps.
Also, look at the recruiting process as an opportunity to recruit new customers. Let’s say your organization is a local retailer. Along with your confirmation email, send information about your stores and a coupon for the candidates’ next purchase.
Remember, you are only hiring one person per opening and probably had 50 to 100 applicants. Work on developing customer relationships with applicants who did not get the job. If you treat applicants poorly, don’t expect them to be fans of your stores. Goodwill is more powerful than any advertising.
Interviewing. Interviews are an extraordinary face-to-face opportunity to present your organization in a positive light. Provide candidates with takeaways that will serve as reminders of their good experience.
Be organized, respect their time, and treat them like gold. Provide candidates an explanation of the process and what comes next. Don’t forget an office or plant tour and, if possible, a nice gift as appreciation for their time. Candidates not selected for the position are more likely to think well of your company if they had a positive experience during this phase of the process.
Stage presence. Your company’s HR team is always onstage. From the moment they pull into your company’s parking lot, your HR staff is being observed and judged by other employees.
The HR staff’s dress, conversations, written correspondence, presentations and adherence to company policies all translate into a level of credibility for the rest of your employees. Therefore, the pressure is on for HR to lead by example. It is a critical element of their success and to gain buy-in on new programs, policies and employment-related initiatives.
It is also HR’s leadership that helps workplaces evolve into employers of choice for top performers. Your HR team’s performance can either support or dilute your company’s marketing initiatives and promotions.
Image is everything. A few weeks ago I was driving I-271 and spotted a cleaning company’s van that was caked with dirt. I laughed out loud at the irony and wondered if the business owner was aware that his company’s “music and dance” were not in sync.
The same goes for your company’s physical working conditions, office and plant layout, company vehicles and even HR forms. All of these areas send a message. HR can ensure that a consistent, high quality and positive image of your company is on display.
Sales staff. Every employee is a company representative. How they perform and interact in and outside of your organization directly reflects on your image. Every employee is in marketing. Every employee is in sales.
HR’s role, with top management’s support, is to lead the development and maintenance of a workplace that attracts and retains top people. Without question, there is no marketing program that can beat out the impact a top-performing staff can have on growing your business.
These are just a few ideas to reflect upon relative to HR and its impact on the perception of your organization. If HR is not directly involved with your marketing staff, now is the time to get them together and start the dialogue.
The possibilities are exciting. And, more importantly, my friend and other job candidates will appreciate hearing back from you.