Applicants as Customers

Following the logic of viewing employees as customers; job applicants and short-listed candidates can be classified as prospects or even leads. In this regard, every successful sales professional will tell you that to be successful in sales; you must treat your prospects as if they are already your customer. Taking this advice could make recruiters and hiring managers in China more in control of whether a candidate accepts an offer. After all, the recruitment process symbolizes how valued one is to the new employer.

How well does your HR department serve applicants as customers?

To find out, critically review the applicant’s journey and experience with your company from the moment they submit an application or initiate contact. There are several points to consider:

“If you want to work here, you’ll have to find us.”
Is your HR department easy to find? Are there any signs to direct job applicants to your HR department? Is the career website easily accessible and informative at your company’s website?

“If you wish to receive an acknowledgement for submitting an application, please attach a self-addressed envelop with proper postage.”
Do you write back to applicants confirming that you received his/her application? Are you utilizing an auto-response feature for online applicants?

”We will keep your CV on file.”
Do you store resumes of applicants? Or do you really review those CVs toward new vacancies?

“We only contact short listed candidates.”
Are unsuccessful candidates simply forgotten? Do you ever thank applicants for their interest in your company and position?

“Thank you for coming.”
Do you communicate to short-listed candidates reasons why they were not successful? Do you provide valuable feedback to stimulate candidates’ self-development efforts? Do you maintain a communication loop to create evangelists for your company?

Post Interview Satisfaction Survey
Do you investigate the applicants’ perception about the recruitment process and their satisfaction levels with the job interview? Are results of such a survey part of the performance review of recruiters and hiring managers? Do you explore what candidates think about your company?

First impressions and administration of the recruitment process sends a powerful message to applicants and candidates. HR can set an example by maintaining the communication loop with potential employees regardless of the outcome. Simply put, show that your company cares and treat potential hires like they were already your HR customer – they just haven’t signed an offer yet.