How does your Employer Brand look to Candidates?

It’s time to assess your candidate experience.

As a recruiter, from the moment you receive an application, you are assessing a candidate but how many businesses take a look at the journey a candidate takes and how their experience with you - from communication to attendance at your office for an interview - influences and affects their decision whether to accept an offer if successful or what they tell other people about their time in the recruitment process for the role you have advertised? Consider the ‘Cost Per Hire’.

The phone call inviting them in; the battle of finding a parking space; after circumnavigating the route as instructed by the voice of the sat nav; the time taken for to get a response from the intercom and the welcome of the receptionist; the offer of a drink and looking up and down as you enter and sign-in; the well-informed awareness of the staff around the reception of your anticipated presence and then…the handshake of their interrogator before the cliche and occasionally insincerely taken “did you find us ok?” as they are escorted to the meeting room for the interview to take place. Sat opposite a relative stranger to be asked why they want the job and what they know about the company from the night before’s brief research and swatting of the company website, it all contributes to a rather daunting experience in a short space of time…the notes-taking and psychological attempt of assessing the interviewer’s body language and what they are thinking of your nervous waffle are just a bit more to deal with.

What does the candidate think? How is it going? What impact has been made to help them make an informed choice about the reputation and operations of the company and whether it is somewhere they would like to work?

A strong Employer Brand has been proven to be a key identifier in the effective attraction of better quality and higher retention of candidates.

Taking a step back to see what a prospective new team member might experience and what their judgement might be based on the ‘touch points’ can help you to save money and time when processing the mass of interviews to narrow down the number of options to fill the post. You are spending time waiting for them, giving them a taste of the working environment and the levels of organisation and competence within your business. You are exposed. If you think you have found the right candidate but they decline the offer based on their experience at interview, you then have the frustration of having to choose a Plan B and that takes time and effort. Equally, careful assessment of their lifestyle and interests can be a great way to gauge how a candidate might perform and thrive in the fold of your business of that of your clients - someone with less experience of a sector or role than another who is less proactive, passionate or driven would fit the bill. That culture match is important as someone who appears to match a role on paper may not fit the mould and operations of a business. It’s all about thinking about what is best for all parties.

In order to ensure maximum positivity and efficiency for you and any candidates, take a look at how things work at the moment when someone is contacted and invited in for and attends an interview. Will they be kept waiting without any information? Do the team know to expect them if you are busy? Is there a meeting room booked and do those involved know that they need to sit in? Communication is key in reducing embarrassment on the day and enabling everything to run smoothly, especially if there are multiple slots in the diary for getting through everyone.

Remember, you too want to make the best impact so you find the right person to join you, as well as being impressed by them.

To discover more about how to enhance and refine your Employer Brand, get in touch with our MD: jo@marmalademarketing.co.uk or call 0161 879 5806