It can take years to build an employer brand and only a few seconds to destroy it. Social media has thrust its way into the recruitment industry and has revolutionised the way in which we source, attract and recruit candidates. Used correctly, social media forms part of your overall employer brand and helps you to attract a better calibre of candidates. One mistake, however, and you could send your reputation into free-fall.
From the candidate who painstakingly completed an application form, only to never hear from you, to the unsuccessful interviewee who was never notified, a would-be employee can so easily tarnish your reputation (sometimes in 140 characters or less!). We’ve listed the top five mistakes to watch out for if you want to avoid destroying your employer brand:
An unclear job advert
A vague job description is likely to gather interest from applicants who are not necessarily qualified for the job. This means you could be saying no to hundreds of applicants or even completely ignoring them. That’s a lot of people coming away with a negative experience. Explain what the job is with specific requirements, avoiding vague terms, such as ‘being a team player’ or ‘ability to think outside the box’. Use bullet points and have a clear list of ‘must have’ attributes.
Long-winded application forms
There’s nothing quite as soul destroying as filling in a 12 page application form, requiring candidates to painstakingly list every exam from 1992. If the application process is too complicated, many won’t bother to apply and that could include the most talented candidates who are in no hurry to change jobs.
No salary details
It takes considerable time and effort to apply for a role. Discovering that a dream role is £5k less than the industry average, it’s likely to send the best candidates running for the hills. At the very least, a salary range is better than nothing.
Anyone who has taken the trouble to apply expects a prompt response. If they are not suitable for interview, tell them so in a polite way. Ignoring applicants is a sure fire way to create bad feeling. This can even be automated using your applicatant tracking system.
Failing to communicate with unsuccessful interviewees
Even worse than ignoring an application is an abject failure to acknowledge an unsuccessful interview. This is the ultimate form of bad practice and is likely to send your employer brand plummeting to a new low. A phone call is best, but if you really don’t have time, an email will suffice. Do be sure to personalise it and to offer feedback if requested.
It can take just one disgruntled job seeker to damage your reputation and with social media at our fingertips, everyone has a voice and that voice has the capacity to make or break your employer brand.
Our list will hopefully give some useful insight into how your recruitment process can be more candidate-friendly. While most of it boils down to good manners and treating others with courtesy, it’s surprising the number of employers who are guilty of at least one of the above infractions. Ultimately, candidates should be treated in the same way in which you would treat a client or sales lead. After all, that person you rejected after fluffing every interview question, might just end up as the CEO of a major player in your industry in a few years’ time.
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