We typically comment on the importance of branding vis a vie consistently integrating marketing communication strategies so as to extend across the entire enterprise-including IR and PR initiatives. In this new era of economic reflection, where the importance of preserving brand integrity must necessarily include the role of HR managers, and their respective campaigns.
We all know that tens of thousands of workers, including white collar, are being displaced, creating anxiety and frustration for everyone involved. Notwithstanding the fact that there's a lot more firing than hiring taking place, companies are hiring new employees, either to replace those that have retired (or let go because of performance issues), and/or those that are expanding specific departments. According to claims made by TheLadders.com, a website that advertises 100k+ jobs, HR managers and headhunters are purportedly trying to fill thousands of white collar jobs, even in this climate.
If you are hiring, you'd want to make sure that your HR staff, and the respective hiring manager is particularly sensitive to the import of how they communicate with candidates, in particular, the follow up process.
Here's an example of a company that apparently overlooked this basic element, at least according to the senior executive that shared his experience with us:
Company A, a financial industry company that publishes research and ratings, advertised a senior executive business development opening via an industry social networking site. Stan Smith (a pseudonym for the purpose of this posting), employed at another firm, noticed the opportunity on the business networking site. Believing this would be an opportune time to investigate a new opportunity, Stan submitted his CV to the HR director that had posted the opening. Within two days, Company A's HR director phoned Stan and invited him to interview for the job.
After traveling 2 hours to meet with both the HR Manager and the actual hiring exec, Stan was given the impression that his background was uniquely suited, and based on references provided, further enhanced by the fact that he and the hiring exec shared mutual acquaintances within the Industry, the hiring exec indicated that he was indeed an impressive candidate. The hiring exec informed Stan that while they were on a fast track to hire someone, they'd contact Stan within the week to update him on the status of the search. In accordance with professional protocol, Stan followed up his meeting(s) two days later with separate thank you notes to both of the execs he met with.
After another week had passed, and Stan had not received an acknowledgment to either of his notes, he did what any sales professional should be expected to do--he phoned the hiring exec to follow up, and after being directed to the hiring managers voice mail, he left a polite message to ensure that his original email had in fact been received. A subliminal yet not so subliminal strategy, but one that most professionals would agree is deserving of a response, especially when the candidate had taken the time to meet with the hiring manager at the managers request.
He also phoned the HR manager, and upon receiving that individuals voice message system, he left a similar message i.e. making sure that his follow up note had been received.
After ten days had transpired, Stan had still not received any acknowledgment from either of the people that he had met with. Lets easily guess that Stan was actually not the candidate of choice, and that Company A had since decided to hire someone else.
That said, Stan, while accepting that he apparently wasn't the top candidate, was less than accepting of the fact that Company A, which prides itself on the integrity of its products/services, had seemingly 'dissed' him by failing to provide a professional follow-up, advising him they had selected another candidate, and to thank him for taking the time to meet.
That's a big oversight on the part of Company A., however many candidates they might have interviewed, especially when considering the senior level job. Stan, having many associates within the Industry, and more than a few of which that are customers of Company A, is an influencer, even if he is also looking for a job. Influencers, especially those with large networks within an otherwise small industry, can influence the perception of the brand amongst peers, as well as those involved in purchasing and partnership opportunities. A
And, as the saying goes, what goes around comes around. A saying that HR managers and hiring execs will be well advised to reflect upon.
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