RECRUITMENT AND YOUR BRAND

I’m passionate about good recruitment.

Sounds simple – and it can be. But that’s not always the case.

If you’re a leader, you’re no doubt involved in attracting, recruiting and retaining the best people for your team.

If you’re a marketing or communication leader, you’re probably also responsible for managing your organisation’s brand or telling the brand ‘story’. You develop brand content, build brand awareness, manage reputation and drive loyalty through customer experience.

Customer experience is a fundamental way that marketers seek to differentiate their brands. It’s one of the most talked-about aspects of marketing strategy in recent years.

But how much do we talk about candidate experience?

I believe candidate experience during the recruitment process is a cornerstone element of your employer brand.

There’s been much written about employer branding. About how to build and communicate an employer brand identity which is honest, distinct and aspirational; why employer branding is important; and the impact it has on employee engagement and retention.

Last year, I wrote about how to create a positive candidate experience. I believe there are five key things to remember in order to achieve this:

  • Clear communication at every touchpoint

  • Be honest and authentic

  • Interview, meeting or conversation?

  • Perception is powerful

  • Get personal.

You can read the full post here.

Employer brand management isn’t part of traditional brand management. It’s a fundamental part of your recruitment process. For prospective employees, candidate experience is arguably the most memorable aspect of your employer brand.

Communicating your employer brand to prospective employees is essential. Everyone wants to know about training and development opportunities, mentoring, employee benefits, flexibility and company culture. But during the recruitment process, a positive candidate experience can be the driving force which converts the best candidate to a member of your team.

After years of hearing anecdotes about candidate experience during the recruitment process (the good, the bad and the ugly!), Heart Recruitment decided to do some research on this topic.

In the next post, I’ll share the results of this research – what our candidates – marketing and communication people – said about their experience during the recruitment process.