How the Candidate Experience Affects Your Bottom Line

521442873Have you ever had such a negative experience with a company as a candidate or consumer that you wanted nothing to do with that company again? Many of us have, myself included. When I was right out of college, I had applied for a job with a Fortune 500 company, and my candidate experience was so negative that I will not buy one of their products to this day. The impression a company leaves on us, negative or positive, not only affects our interest in the organization as a candidate but as a consumer as well. By evaluating the employment brands of all Fortune 500 organizations, we were able to identify the top 100 organizations and analyze what they’re doing to stand out. Companies with an engaging and positive employment brand not only improve their chances of attracting and retaining talent but can build customer loyalty.

The top three companies in 2014’s Fortune 500 Top 100 Employment Brands report are all companies we know: Google, General Electric and Qualcomm. For most, it’s no surprise Google topped the list. But, it’s not free lunches, fitness classes or generous time off that put the company on the list; it’s the engaging career pages, impressive employment accolades, positive candidate experience and other important brand attributes that have it highly ranked. Let’s take a look at how the top three companies’ efforts are contributing not only to the talent they attract but to their bottom line.

Google. Head over to Google’s website and you’ll find numerous “best places to work” and “top company” awards listed. Not only does this create interest among jobseekers, but consumers are more likely to support a company that treats its employees well. Many local newspapers and publications have similar awards available to organizations operating in their distribution area. If you’re not participating in these, you’re doing yourself a disservice. In addition to local top company recognitions, make sure you position your organization as industry leaders by applying to industry-specific awards. It isn’t enough to just apply though; once you win, you have to promote. Announce your wins on your website’s career page, through social media platforms, via talent communities and on your Glassdoor page.

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General Electric (GE). GE has top scores for many aspects of its employment brand, but its career page really stands out. Not only does the career page emphasis the best aspects of GE’s business but it’s easy to navigate, especially considering the company’s size and multiple business lines. The page includes links to social media platforms to encourage engagement and employee testimonials that give realistic job previews. A company’s career page is an important factor in the candidate experience because if it’s difficult to navigate, candidates can easily seek out a competitor’s site with a couple of clicks.

Qualcomm. Qualcomm’s candidate experience was among the highest ranked. Many aspects make up the candidate experience, but review sites like Glassdoor and Indeed have been an important tool for providing jobseekers a transparent representation of what it’s really like to work for a company. These reviews can either aid companies’ promotion of their positive candidate experience or draw light to the cracks. Of course not every review a company receives is going to be spotless, but the number of interview reviews and the quality of them collectively made Qualcomm stand out. It’s obvious the company realizes the importance of these reviews and that a growing number of candidates are turning to these sites before even applying.

Before the interview process even begins, job seekers will have an opinion of your organization. So, if you aren’t taking proactive measures to influence these opinions, not only will you fall short in the war for talent but you may lose customers as well. To find out what other measures you can take to give your employment brand a boost and to view the top 100 employment brand report in its entirety, visit: www.wilsonhcg.com/ebreport.

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John Wilson

John Wilson
John Wilson is the founder and CEO of WilsonHCG, a global recruitment process outsourcing (RPO) and human capital consulting firm. Connect with him via LinkedIn and Twitter.

John Wilson

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