Could your recruitment process be damaging your employee brand and bottom line?
The hiring of the wrong employee can affect the culture of a team and even the whole organisation. Your brand, reputation and profit margins could be compromised and your first thought is probably to blame the ‘toxic’ staff member you’ve recruited.
And you’d have a right to be angry. One 2015 report by Harvard Business School estimated that keeping a toxic worker on the payroll can cost an average firm more than £9,000 a year. This is almost double the £5,000 of increased annual productivity it says a good employee can provide.
But there’s a lot more to be mindful of if your recruitment process is bringing in people who hate working for your company. For example, how did the candidates who didn’t get hired feel about your organisation? And how much damage could that be doing?
The overall problem could be in how you recruit and not who you recruit. If you want to employ and keep good people, you need to start with actually being the ‘good people’.
How investing in the employee experience at the recruitment stage leads to brand protection. Show that you value people, even if you don’t hire them…
- Treat potential employees as though they already work for you. A CareerBuilder survey revealed that not only do companies lose product sales from over 20% of candidates who had a bad recruitment experience, you will also alienate nearly 10% of their friends and family.
How? Offer feedback throughout your hiring process. Caring for the professional development of a candidate, whether successful or not, is making them a part of your employee experience, and they won’t forget it. This is both motivational and allows you to develop candidate pools so that you won’t have to start from scratch the next time you need to quickly fill certain positions in the company.
How? Always ask for feedback in return. This also shows that your company is open-minded and is flexible enough to want to improve.
- The employee brand should not be separated from the product brand. Google and Amazon rank one and two on both product brand and employer brand. Bad candidate experiences can be easily shared on social media sites like Glassdoor and can influence both product purchasing and who applies for the jobs you advertise. A survey of more than 500 recruitment managers, by psychometric testing firm SHL, found that not being told they had been unsuccessful turned nearly 50% of people against an organisation.
How? Reply to applicant emails and answer questions throughout the recruitment process. If you feel like they’re not a good fit for your company, have the decency to let them know.
How? Treat your employees as your brand. Keep investing in your existing staff and their employee experience and that will lead you to the right candidates. Remember that your employees can reach and engage like-minded individuals that may not be accessible to you otherwise.
- Be mindful of the mindset of your candidates. Whether they’re graduates or professionals looking for a career change, the job seeking experience always takes a heavy mental toll. Provide a comforting and nurturing environment right from the start and be open to change and new ideas as they come in.
How? Use simple language and accurate descriptions for job descriptions. If you don’t write your job descriptions well, it’s your own company that suffers.
How? Make your recruitment process flexible. LinkedIn originally set up three rounds of interviews for a vacancy, but later allowed candidates who aced the first round to skip to the third. The reasoning was that the data showed 90% of candidates who were rated highest by recruiters after the first interview, eventually made it to the third round anyway.
How? Don’t hire for skills alone, but look at a candidate’s attitude. You can always teach skills, but trying to adapt someone’s personality to fit the workplace is much harder.
Taking into account the above, allows for an excellent employee experience to kick in from the application stage. This will protect your brand, your bottom line and avoid a bad apple of an employee.
Start with good people, lay out the rules, communicate with your employees, motivate them and reward them. If you do all those things effectively, you can’t miss. – Lee Iacocca