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Thursday, September 26, 2013

How Lack of Candidate Engagement Can Affect Employer Branding

By Jessica Miller-Merrell
We talk a lot about candidate engagement and how important it is to connect with each candidate that siphons through your pipeline. But what happens when we don’t? What kinds of consequences will our actual employer brand face? We’re told that the candidate is most likely a customer... So let's keep this in mind!

Here are three consequences your employer brand might face if you lack the right candidate engagement strategy:

No more candidates. This one might seem a little extreme, but if you continue to put candidates into the “black hole” your reputation will be damaged and candidates will opt-out in applying for your open job requisitions. According to a recent survey 77% of candidates receive no communication from the organization after they’ve applied for a position. If this number is any reflection of your own company, something needs to change before your reputation is ruined.

How to Fix: Treat each candidate as if they were the front-runners for the position. Having a Talent Network within your company allows recruiters one-on-one communication with candidates. Just because a candidate might not be qualified for one position they might be overqualified for another. A Talent Network allows you to keep records on each candidate so you may find the best position possible for them at some point in time within your organization.

Loss of customers. If candidates are customers and the candidates are unhappy with their experience it’s only fitting that they’ll lose trust in your company and either shop less or altogether. Each part of your company should work together when it comes to delivering exceptional results across the board.

How to Fix: Same way you’d fix no more candidates. Treat everyone as if they were  the top candidate for the position, even if they aren’t, and give them a positive experience that they won’t forget. Remember how you act as a consumer: if a store treats you well, you come back to that store even if you do not find the goods you wanted to buy.

Damaged Employer Brand: In the age of employer brands it’s important that you’re above the competition. If you’re not, you won’t be able to recruit top leveled candidates into your company.

How to Fix: The same way you’ve fixed all your other problems. Engage the candidate whether they’re the best or not.

The morale of the story is treat each candidate like they’re number one — just the way you want to be treated yourself when you walk into a store. When you do so, no matter if they get the job or not, they’ll talk about how great of an experience it was to be apart of your company’s hiring process.

Jessica Miller-Merrell, SPHR is a workplace and technology strategist specializing in social media. She’s an author who writes at Blogging4Jobs. You can follow her on Twitter @blogging4jobs

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