Preserve and Promote the Employer Brand during the Hiring Process

Employers often think they hold all the cards during the hiring process, especially in a down economy when many people are looking for work. But the process represents an opportunity to strengthen one’s employer brand, no matter what the larger economic situation.

The candidate that is hired presumably has a good impression of the employer’s reputation and hiring practices, and thus becomes a brand ambassador for the company her- or himself.

But the candidates who do not get the job should also be seen as potential brand ambassadors. Too often, the opposite is the case.

The interviewer who does not show up on time for the interview, the human resources department that does not inform the candidate in a timely manner of his or her status, even the process itself—too many forms to fill out on the front end before mutual interest between employer and candidate has been established—all can leave a poor impression with the applicant of how the company runs its business and treats its employees. These individuals form an opinion about the company based on their experience, and through sharing their opinion with friends or colleagues, negatively impact the company’s employer brand.

During the hiring process be sure to:

• Minimize the hoops through which a job applicant has to jump
• Show up on time and give your full attention for the allotted time of the interview
• Give the candidate an update on his or her status as soon as possible
• Adapt to the candidate’s timeline if need be—not only could you lose a candidate who receives another offer while you move through a slow process, lack of efficiency also sends a negative message to the candidate about the corporate culture and could cause a change of heart about your job opportunity

It doesn’t matter if it’s a good or bad economy—your employer brand reputation will stay with you.  By treating all candidates with respect during the job application and interview process, your employer brand will be protected and promoted in the marketplace.