The pandemic and remote working has brought radical changes in the interviewing and onboarding process. The internet has brought in transparency – a unique quality that can be either highly beneficial or extremely detrimental for your company’s brand image.
It begins with the way HR, talent acquisition and hiring managers represent themselves online, and how they conduct interviews. They are the people that represent your company and play a crucial role in candidate experience. Watch and learn how they can make your brand even stronger!
Katrina Collier is a keynote speaker in the field of hiring and recruitment. She is on a mission to energize the human connection between HR, recruiters and hiring managers to better recruitment and the candidate experience. She is the author of The Robot-Proof Recruiter, a well-loved global keynote speaker, and host of The Hiring Partner Perspective (Unedited) podcast. Besides being a lover of HR, she has also taken up roles as a business mentor and a product advisor, helping organizations get free from the blockages in recruiting and hiring.
Watch Katrina talk more about ‘Creating a Candidate Experience for the Competitive Talent Landscape‘ on HRD Connect with your free subscription.
Key Time Stamps:
0:09 – How has the internet has impacted talent acquisition?
1:30 – The importance of building a personal brand
1:47 – What is Employer Brand? What’s needed to build an effective Employer Brand?
3:40 – What do recruiters need to do?
Katrina Collier is a keynote speaker in the field of hiring and recruitment. She is on a mission to energise the human connection between HR, recruiters and hiring managers to better recruitment and the candidate experience. She is the author of The Robot-Proof Recruiter, a well-loved global keynote speaker, and host of The Hiring Partner Perspective (Unedited) podcast. Besides being a lover of HR, she has also taken up roles as a business mentor and a product advisor, helping organizations get free from the blockages in recruiting and hiring.
You would think it would have been harder to communicate then than now, but I actually think now it’s harder. And some of the reasons for that are the impact of the internet. There are 4.66 billion people online out of around 7 billion. That’s a lot of people and all of those people – imagine if they share one piece of content every day. That’s a lot of noise; that’s a lot of posts; that’s a lot of interruption. And you’re trying to be seen and heard as a company or a direct recruiter, or an HR professional, over all of that noise. And people are getting interrupted all the time: they’ve got noise overwhelm; we’ve got skepticism about what’s real and what’s not real. We don’t believe the polished stuff anymore. We want to see what’s really going on.
People are sitting in their offices or they might be remote, being interrupted by their colleagues, by their workload, by the hiring leaders, whoever it is: interruption, interruption, interruption. And then there’s us trying to interrupt them as well to go, “Hey, come and work for us”. So it’s a really different world. And it’s a lot tougher. It’s also very transparent – the internet has given us this ability to look at people. So if you have a team of talent acquisition professionals or using an outside agency and they message somebody, the person can look at them, and kind of go “I don’t want to talk to you”.
How do you present yourself online? How does your HR team present themselves online? And how do your hiring managers present themselves online? Because you’re being looked at – we have this ability to just pick up the phone and look at people and go into the internet and search. But then it comes into this candidate experience, this employer brand. We didn’t used to have employer brand it was terrible – it was your market, it was the company’s market. It’s not now, but what is an employer brand?
I think it is your actual reputation, how you actually treat your employees and your candidates. When I say candidate, I mean, prospect, applicant and of course, the candidate who is going through the process, and your rejected candidates. What is it that they’re saying about you? What are they leaving on Glassdoor? What are they leaving on all of these sites? If you’ve heard me present before you’ve seen this slide, I’ve been using it for ages; there are so many sites where people can leave their opinion.
Hiring managers are no longer taught how to have a difficult conversation or a generous conversation, so that they know how to give this feedback so that you can pass this feedback on. But by not passing it on, you end up with these bad reviews. And it’s not just me thinking this. There are no excuses to behave like this. What you can do is add comments on these sites and help other people basically not apply to that company and not go and work for that company.
Who is responsible for bad reviews? Who is responsible for people having a bad treatment through the entire recruitment process? Or even before they apply? They could be looking at how you treat your clients. Is it just the Talent Team? There’s a lot of talent acquisition teams out there feeling isolated, on their own, unsupported, and that they’re completely responsible for this, and they can’t be. Is it HR? Is it all of your responsibility, to actually make sure that everything is running smoothly? Or is it your hiring managers? Or is it a combination of all three?