HROTodayGlobal

Recruitment Brand Beware A new report reveals the importance of brand and candidate experience in the hiring process. Alexander Mann Solutions' new report dives deeper into the impact of candidate experience on consumer preferences and the hiring process. Despite the global downturn of recent years, leading organisations are still competing for the best talent around the world. Employers that are succeeding in this war for talent recognise the importance of actively maintaining a well- managed and consistently positive employer brand, as the most talented individuals cherry pick the companies they would like to work for. And the war for talent has not ceased. Deloitte's recent study of more than 350 employees at large companies found that nearly two in three were actively testing the job market. But as we understand more about how an organisation's brand develops, it has become clear that corporate reputations are formed over a multitude of touch points with consumers, current employees, and jobseekers alike. For multinational organisations working across multiple regions, there is the added complication that while some rules of best practice may apply throughout the world, there are also cultural differences to consider. Understanding these differences and reacting accordingly can help organisations not only to appeal to the best and brightest talent across the globe, but also to ensure that whenever these individuals come into contact with an organisation, its corporate brand as well as its employer value proposition are reinforced. Our research shows how this can maximise bottom-line profitability for corporations across all industries, but only when done effectively. Get it wrong, or be ineffective, and corporations incur real risks. Don't Overlook the Employee Lifecycle One of the most direct and meaningful contact points between any individual and a brand (beyond employment itself) is, of course, the recruitment and selection process. It represents an interesting sliding door, a moment of transition in which an existing or potential customer is in the early stages of becoming part of the brand itself. It is often an emotive experience for candidates and an opportunity for employers to demonstrate the brand values they espouse. Unfortunately, this essential part of the employee experience is all-too-often overlooked, or poorly ranked as a component of the wider business strategy. Yet the manner in which candidates are treated throughout the course of their application, and the level of attention given to important cultural conventions—especially at a local level—can significantly influence whether they choose to take up employment with an organisation. However, there is a further unseen factor. Our research reveals this brief initial experience greatly influences the candidate's ongoing attitude in context of their relationship with the company as a consumer or as a business buyer. If a candidate's experience is negative, regardless of whether the candidate's application is successful or unsuccessful, organisations do not just risk alienating one customer— they also risk losing a potential evangelist of the company's products or services. Our research shows a readiness on the part of candidates from all regions to tell their story to contacts in their personal and professional networks—and this has been exacerbated by the ubiquitous nature of social media, which gives users the ability to communicate bad news quickly, and to a large number of people with ease. In this way, one of the most vital skills for the expert sourcer, recruiter, hiring manager, or HR professional is understanding the crucial role social media now plays in recruitment and corporate reputation across different local markets. It is important to consider all touch points within the employee lifecycle when thinking about brand impact on candidates. Candidates as Consumers There's particularly alarming news for any business wishing to retain control of its reputation and brand. More than half (52 per cent) of respondents across the world said a negative interview experience would likely impact on their buying products or services from that organisation in the future. Only 10 per cent said it would not, with the remainder undecided. "As an employer you have to get that whole journey right, because it doesn't stop with the unsuccessful candidate or FALL 2011 | www.hroglobal.com [39] Candidates, Consumers and Y our Global Brand T alent Edge 2020

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