Businesses that fail to align their recruiting practices with their branding strategy risk losing top talent and potential revenue — with social media further amplifying these consequences, according to a survey by Alexander Mann Solutions.
The global survey — which polled 540 consumers in the United States, the United Kingdom and China — found that more than one-half (52 per cent) of respondents said a negative interview experience would impact on their purchasing decisions.
Social media now enables a handful of displeased job candidates to quickly spread their dissatisfaction and potentially influence thousands — or even millions — of people, said Alexander Mann Solutions. In fact, 75 per cent of American respondents said they would be likely to share a negative interview experience with their personal and professional networks.
“There’s a crucial ‘sliding door’ moment for interviewing candidates. Not only are they potential customers, but during the interviewing process, they also have the potential to become part of the brand,” said Lisa Chartier, head of United States resourcing communications for Alexander Mann Solutions. “Companies that don’t consider the implications of this very emotional process are, at best, letting a potential customer go. At worst, these companies are damaging their brands on a much larger scale.”
Considering the hefty investment most companies make in building their brands, safeguards should be put in place so that job candidates and former employees are not tempted to damage a brand because of a negative interview experience, she said.
To mitigate this risk, the report urges businesses to apply their branding strategy throughout the entire employment life cycle — from interviewing candidates to transitioning employees to alumni.
“Each of these touch points is vital in ensuring that an employee, or potential employee, has a positive brand experience that they are likely to carry forward with them,” said Chartier.
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