How your recruitment practices can affect your brand

How your recruitment practices can affect your brand

As a recruitment agency, we talk to thousands of active and passive job seekers every week.  We’re constantly hearing stories about their recruitment experiences, whether this is directly with an organisation or through an agency.  Unfortunately, many report that their previous recruitment experiences have been less than positive.

It’s a concerning trend, because how you conduct a recruitment process can have a significant impact on your brand. In our experience, regardless of whether someone gets the job, the recruitment process has a lasting effect on that person’s perception of your organisation.  A good recruitment process can positively shape your organisation’s image, in turn earning you referrals and helping you to attract top talent.

How can you improve your recruitment process to give candidates the right impression of your company?

  • Make sure your company’s advertisements are well written. Regardless of whether you publish them on your website, social media channels or other advertising platform, the quality of a job ad will directly affect how candidates perceive your company and the likelihood that they will apply for a role.
  • Don’t advertise a role constantly. This can create the impression that there’s something wrong with the position and raises the question – why hasn’t it been filled yet?
  • Have a clearly defined recruitment process and explain it to applicants at the beginning of the process. Do you have a two-stage interview process?  Is testing a key component of the process?  Do you carry out background checks?  Be upfront with your candidates so there are no surprises.
  • Create strong, thoughtful social media branding to help communicate what your organisation can offer potential employees.
  • If you are engaging with a recruitment agency to fill a role, think carefully about which agency you work with. Make sure the agency understands how to deliver a positive recruitment process.
  • Don’t engage with too many recruitment agencies on a single role. While going out to eight agencies may seem like it will increase your chances of filling a role, you are also potentially creating eight different impressions of your brand.  Connect with an agency that is value-aligned with your organisation and who will represent it professionally.
  • Be clear about your budget or remuneration level for the position – this is a key consideration for potential employees.
  • If you’re keeping a role in-house, make sure the responsible managers and recruitment teams understand how to interview and sell the role to potential applicants. If you’re using an agency, make sure you engage a specialist that has the expertise to understand your needs.  If the agency falls short on the expertise front, you risk sending a negative message to the market.
  • Provide prompt feedback to a candidate or agency after a candidate interview or meeting – the candidate has taken the time to meet with you, extend them the same courtesy.
  • Make sure you have a clear position description, defined role responsibilities and understand why the role is valuable to your organisation. You need to be able to communicate this to candidates or agencies.
  • While you may not be able to contact all applicants by phone in cases where you receive a large volume of applications, consider personalising your written responses. For those candidates you have interviewed but have ultimately not selected for the role, a call is a must to help ensure those candidates see the engagement as a positive experience.

Take the time to review your recruitment processes to ensure they positively contribute to your brand identity.  Good talent is hard to attract and even harder to retain – don’t underestimate the value of getting your first contact with a candidate right.

Carl Di Nuzzo and Tracee Rowe – 2017