Smart recruiters understand the value of marketing. In fact, much of their time is spent “selling” their company by crafting compelling job posts and targeting the distribution of those posts, developing a unique employment brand to promote their workplace and company’s mission statement, and the like. But lately I’ve been wondering: Do recruiters (and their companies) understand the DIRECT role THEY personally play in the branding and selling of THEIR firm?
After all, recruiters and hiring managers are on the front line — in many cases, they are the first point of contact that their firm makes with the outside world. As “the face” of the company, they are just as meaningful as a corporate logo or brand message. Now more than ever, these folks need to present themselves and their organization so that the impression they make helps to achieve the company’s business goals (as well as their personal goals).
This all begins with the interview process…
It is vital that recruiters and hiring managers treat candidates with respect and dignity. From the first phone call to the final conversation, recruiters need to think before they act. Talent acquisition specialists and hiring managers should recognize that the smart choices they make can help build business relationships and strengthen their company’s brand.
The very best organizations value a focused and engaged front line. Sure, this is important at the customer service level, at retail and on the telemarketing front. But are companies (and their employees) committed to developing a streamlined, comprehensive and progressive model for interviewing? Is the candidate being engaged in every aspect of the interview process? Are phone calls being returned? Are interview questions intriguing (or insulting)? Do appointments start on time and follow a format? (Or are candidates left sitting in the lobby forever, waiting for interviews to commence?) Is the interview process organized or does it appear unstructured and chaotic?
The most important question to ask: Does every job candidate leave the office feeling good about the experience … or puzzled by it?
As “the face” of a company, recruiters and hiring managers represent a firm’s brand (as well as their own personal brand), therefore their behavior, appearance and communications must reflect everything the firm stands for. Dont forget, candidates might be buying your products or services or potentially in the future.
By the way, the same rules of conduct should hold true for vendor relationships, and should be instilled at the HR level — and at every level — of an organization! Respect and consideration must be given to outside service providers, even if the firm has no need for their products or services. From the mail room to the corner office, every employee should act as an ambassador of good will for their firm and its brand. In fact, I believe this should be a standard (and key) responsibility on more job descriptions.
In my career, I have experienced several unprofessional situations with HR people whose behavior, in my mind, tarnished the brands they represented. I have written off products, services and business partnerships because of “front line faux pas”. From “thank yous” that were never received to phone calls that were never returned … from curt responses to inappropriate remarks — bad behavior does not go unnoticed and very often results in loss of customers, damaged reputations and business partnerships.
Feel free to weigh in on this subject. What do you think?