Recruiter: The new Chief Reputation Officer

Top talent recruitment. It’s a function which has become a business priority for many organizations. With new roles being created, openings resulting from people moving internally and externally; the world of talent recruitment is moving incredibly fast. Not to mention the "talent shortage" we are encountering, and time to fill metrics creeping higher and higher. It’s time we look at the function from a different lens.

Think of your recruiter as your Chief Reputation Officer

Talent recruiting is not just about the act of finding and hiring people. Think about it terms of the business sales framework. It’s about reputation. How do you build your reputation? By doing great work or selling amazing products and connecting in a meaningful and memorable way with your customers. Recruiting talent can and should follow the same philosophy. In the very basic sense, you are selling an open position and looking for a buyer. Even if you come across a buyer who doesn’t fit your model, that individual still engages with you and forms an opinion and perception which can help or hinder your future sales. What if you viewed applicants with the same mindset – as network extenders and brand ambassadors? They are connecting with your organization, so why not provide an opportunity for them to connect in a meaningful and memorable way.

Applicants take time to apply to your organization, generally because they are interested in your position. Maybe they also have a friend who works there, or they were a referral, maybe they associate with your mission, or product or service. Whatever it is, these people applying to your organization want to know you.

Applicants should be considered the front end of your pipeline. Maybe their skills, experience and abilities don’t fit what you need today, but they might in the future. Further, they can help you by expanding your network reach and advocating your brand.

It’s good practice to ensure your talent acquisition team understands their role as reputation builders. The way your team and applicant tracking system interacts with candidates is just as vital as your process for interacting with your customers.

Create an exceptional experience

There are a lot of conversations around the customer and employee experience, however, are you having the same conversation about applicant and candidate experience?

Don’t keep this part of the business in a silo. Applicants might already be customers, or future customers or future employees. They can be referrals of existing employees or customers. The interaction they have with you should be nothing less than extraordinary.

One easy first step in enhancing the candidate experience is contact. Be sure to follow up with your applicants to let them know what’s happening with the position they applied to. I think we’d all agree acknowledgement feels good. It’s simple and powerful. It can become a real difference maker in your talent acquisition and reputation strategy.

On the topic of contact, if you’re not tracking first level and second level candidates, you should be. First level are the highly qualified candidates, those you’ll screen and potentially in-person interview. Second level candidates are those who look good on paper, but don’t necessarily have the right mix of skills you need for the role they applied to. Take first level applicants you don’t move forward with and call them, let them know they weren’t selected. It’s easy to send an e-mail but don’t do it. These first level candidates deserve a call. Ask them if they want to stay in touch with your organization, if they do, add them to your ‘hotlist’ applicant database. Create a Talent Community communication plan and stay connected by letting them know of your openings and career events, and career minded topics. Your second level applicants should be screened for experience and skills which might be transferrable to other positions you have open.  Make sure your team has a complete list of openings so they can match up potentials and create yet another database of candidates.

Remember, the way you view your talent acquisition strategy ultimately drives the way applicants and candidates experience your organization which builds your reputation. Let your communication and connection be an extension of what you want them to know and remember about you. Above all, let your applicants know they matter, too.