First impressions are important. It’s not a groundbreaking idea; it’s something we’ve been hearing for as long as we’ve had ears. Both personally and professionally, making a good first impression matters and it’s true just as much for businesses as it is for individuals. For each potential customer, a first impression may mean the difference between a purchase or never coming back again. Bad first impressions come with a steep price tag.
So, given all we know about the importance of that initial interaction, how is it that businesses who are so good at managing first impressions with customers don’t extend the same know-how to future employees?
Businesses want to competitively attract and retain top talent, but they aren’t the only ones making judgment calls. They’d better believe future employees are sizing the company up from the instant of the first interaction - looking at the website, being contacted by a company recruiter, reading a job posting. Companies need to think seriously about how they’re presenting themselves and be aware of how they’re being perceived.
- How user friendly is the website? Is it easy to find job listings or nigh on impossible?
- Is the application site easy to use? Does it repeatedly ask candidates to put in the same information? Is it slow?
- Are there spelling errors in the job postings? Did someone leave Caps Lock on?
- Are the listings designed to engage potential candidates or do they just regurgitate a list of generic job responsibilities? Does the listing really sell the job?
- Are there redundant ads for the position on the same site?
- Are listings being reposted on sites that misuse applicant information or mislead applicants about the process?
- Is the company aware of where applicants may drop off/are dropping off in the online application process?
- Can recruiters discuss open positions in an informed fashion?
- Do the recruiters put their best foot forward on LinkedIn?
- Are applicants kept informed? Are those involved with hiring kept informed?
- Are candidates asked about their experience with the application process? Is feedback encouraged?
Brand management doesn’t stop at consumers. It needs to include how companies attract and interact with candidates. As a business, do you want to be confident, innovative, efficient, and trustworthy or are you unintentionally coming across as antiquated, unfocused, disorganized, cold, or even unprofessional?
If the goal really is to have the best people working for you and with you, be sure the hiring process does justice to your business. From the first moment right up until your new hire walks through the door, focus on effectively communicating that your company is a place each applicant would want to be employed. By the end of the process, we should either be clamoring to work for you or know that it won’t be a good fit. Either way, everybody wins – now and in the future.
First impressions are serious business… or at least they should be. Make sure your company is doing it right.
