Employment Brand? We Don’t Need a Stinking Brand! 3 Comments


Written by Alan Plantikow, PHR.

Branding. As Talent Acquisition professionals, we live it every day and we fully understand the importance of a strong employment brand. We even preach “personal brand” to job seekers. But how effectively are we communicating this to our hiring leaders, and more importantly, are they listening?

The Golden Brand

Here is an email I received from a good friend, Robert (not his real name), yesterday after his experience (as a job seeker) from an interview he had that morning.

Subject: MY NEW COVER LETTER

Dear Recruiter,

I would like to apply for the job you have posted. I hope that my resume gives you the information that you are looking for in an ideal candidate. If there are any questions or you would like to discuss the matters in greater detail, please feel free to call me at your earliest convenience.

I do realize that in these troubling times that many companies are pushing their workforce to do many jobs outside of their sphere of expertise. Unfortunately people of different professions are called upon to do the work of a human resources professional without the benefit of having any training in the interview process. To assist you in your hiring process, might I suggest that I bring my own Human Resources expert to do the interview for you? All you would need to do is to sit with him for 30 minutes so that he may get an idea of what you are looking for even though you may not be able to put it into words yourself.

frustrated

After you and my HR expert have had a bit of a chat, he and I can sit down and conduct a proper job interview. You are of course free to sit in on the interview at this time. With this we can skip all of the worthless chit chat that can occur during interviews and also avoid some other interview faux-pas such as:

  • Not being ready or prepared to interview at the time scheduled and making me wait for 20 minutes.
  • Offering the job to the previous interviewee whilst I am less than 10 feet away
  • Interviewing the previous interviewee with a room full of people and then interviewing me, alone, with somebody that was not involved with the previous interview.
  • Asking me what my experience with heavy equipment is and then not knowing what the #*$% I am talking about when I tell you about my ’77 Bobcat M-700 skid-steer with a gas Wisconsin V-4, quick change bucket and no auxiliary PTO.
  • Telling me that it’s nearly impossible work to learn the different brands of machinery out there when I can quote to you the year/make/model of every piece of equipment at your place of business.
  • And most important, this will avoid you showing me just how much you hate your job, how much you hate the business that your company is in, and how much you can %$#! up doing an interview that you have ZERO interest in doing, but did just to make good points with your boss.

Thank you,
Robert

P.S.
I know that you are really busy and that you have a few hundred more applications in front of you than you expected, but take 30 seconds (half a minute) to send a reply email to me to confirm that you actually received this email. All you have to do is click the reply button and copy and paste the following line:

Thank you for sending your resume to us. We will be reviewing all entries and will contact you within the next 2 weeks with our yes or no decision.

I called him immediately after reading this to see what spurred this rant, and he had written this to vent his frustration from what he called the “worst interview of my life”. Robert had taken the morning off of work to interview with a company that he was very excited about, he arrived promptly just ahead of his scheduled interview time, and he was pumped about a chance to demonstrate his value to this company.

As he described the events that took place, it became alarmingly clear that this was not the first time he had experienced such a scenario or similar situation. And if this is the experience of only one job seeker, how many other similar occurrences are happening daily? Are our hiring leaders still unaware of how such poorly planned interviewing situations will impact the employment brand? Robert is an automotive parts and inventory professional who has zero HR experience or exposure, but even people who have never heard the term “employment brand” still know exactly what a negative candidate experience like this does for their views of such companies. Applicants who have experienced similar situations are obviously willing to share these negative experiences with friends, colleagues, etc.

Our hiring leaders remain our customers, however our duty to our customers is not always to give them what they want; sometimes our duty to them may actually be to tell them what they need or need to be doing differently. Continue to educate your hiring leaders on the importance of the positive candidate experience throughout the recruiting, interview, and selection process. Instill upon them that thoughtlessness can easily tarnish a companies brand and reputation. Don’t leave your employment brand exposed to such risk.

About Jason Buss

Talent HQ’s creator and editor is Recruiting & Diversity Leader, Jason Buss. Talent HQ is a premier online news and information channel for the Recruiting and Human Resources community.

Tags: , , ,

http://tinyurl.com/7tuv6wv
  • Posted on: Sunday, April 18th, 2010
  • This Post Has 3 Comments

    1. P says:

      I think this email was spot on for a typical environment, but this is poor behavior on the hiring manager’s part. Psych 101 tells us that in order to change behavior, that you have to change attitude.

      I present my reply this way because I think you’re asking the wrong question. It’s not about if the hiring manager knows or doesn’t know about employment branding, it’s has the company instilled upon him a sense of importance that he should CARE.

      I have worked for and with several large corporations and more often, there is an institutional arrogance that goes with the interview, that the hiring manager feels that they are trying to find the fualts with the candidate to rule them out, then to look at the candidate for what they can bring to the company.

      As long as people in control of the hiring process have this contorted idea of how to set quality standards, the process will remain flawed and imperfect. As recruiters we don’t ask this question or provide solutions, because this imperfection is the number one reason why we remain employed.
      Good story!

    2. Alan says:

      Thanks for your reply, and I absolutely agree with your point that the hiring managers attitude is often a symptom of a larger issue with how the organization as a whole perceives themselves or views the importance of interviewing/recruiting. The interview process then becomes about finding ways to “screen people out” rather than “screening them in”. Creating awareness around the importance of a strong brand should be coming from the top as well as from HR and recruiting.

    3. Steve Jewell says:

      Alan- Thanks for both the laugh and unfortunate sigh of agreement. Recruitment should not be left to ” what’s left “after downsizing within an organization. Tell “Robert” , we all feel his pain…

    Leave A Reply