Gerry Crispin raised a provocative mind-bender at his Monday session at the SHRM conference in San Diego. “If an exact duplicate of your very best employee was applying right now, what would happen?” said Crispin, principal of CareerXroads and recognized recruiting expert.
“More importantly,” he said, “can you afford not to know?”
The purpose of the session, “Mystery Job Shopping: What Happens When You Apply Online to your Own Firm,” was to get HR professionals thinking — or, rather, rethinking — about how they brand — or rather, fail to brand — their organizations through their recruiting processes.
For instance, he pointed out, most companies won’t accept the risk of following up with candidates who weren’t hired, detailing the reasons they weren’t; in other words, the skills they don’t have yet need for the job. The message this could send about how your company cares, and the propsects it could reap down the road in return candidates would far outmeasure the potential liability of providing that kind of information, he told listeners.
“I guarantee you,” Crispin said, “when those people come back to apply at the point they do qualify, they will turn out to be the best employees you could ever hope to have in that position … because you provided the information they needed.” Getting such a practice past your corporate attorneys, he added, means “building the case that this kind of follow-through will be worth the risk.”
Not only was Crispin touting the merits of becoming far more transparent for online candidates who come knocking at your Web site, he was also promoting “mystery shopping,” or applying through your own recruiting process and those of your competitors.’ How’s your time to apply? Are you asking so many questions that you’re losing top talent because their time is too precious to be “writing a dissertation, answering hundreds of questions” the first time they visit simply to poke around? And how about technology and social networking? Have you embraced that? “Can your competitors’ candidates set up a mobile connection with your recruiters and yours can’t?” he asked.
Crispin also spoke in favor of picturing recruiters and providing simple instructions for constant access to them. “How available is your recruiter?” he said. “You need to think about what you’re doing and how transparent you’re being. You gotta figure smart candidates know how to find your recruiters anyway, through LinkedIn and other modes. If you’re refusing that kind of accessibility, that says something about you, and it isn’t good.”
Your company brand, your commitment to sustainability, your value proposition as to how people should be treated … it’s all in how you present yourself through your online recruiting, Crispin said.
One recruiter in the audience admitted she went through her own system anonymously just to see what experience her department was providing. “How was it? Crispin asked.
“It was awful,” she said.
Crispin: “I rest my case.”