communications
sure that PR does not raise job seekers’ expectations about the
company and the work environment to unrealistic levels. Ideally,
candidates who don’t get the job still come away with a positive
impression of the people, the process and the company.
ABC Limited posted a job and attracted 100 applications. HR
interviews ten candidates and one is hired. If HR fails to communicate
with the unsuccessful applicants, it likely leaves 99 bad
impressions of the company. It’s important to realize that each of
these 99 people may still be a future employee or customer, and
that they will take this bad impression of ABC with them wherever
they go. Disappointed job applicants tend to share their
experiences with friends or online, which could potentially damage
your brand.
In this era of social media and instant access to millions, it is
more important than ever that HR and PR align their messaging
and their behaviours. To protect the brand, any business or person
that connects with any department in an organization should have
a similar experience. Customers and job applicants consider themselves
– and should be treated as – stakeholders in your company.
Lines are blurred and interests overlap, while everyone seems to be
in transition. This is the new reality that we need to adjust to, or
ignore at our brands’ peril. n
Evert Akkerman is a Newmarket, Ont.-based HR professional who
has worked extensively in private and non-profit sectors.
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Source: FORTUNE, March 1, 2015 © 2015 Offi ceTeam. A Robert Half Company. 03103015
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36 ❚ SEPTEMBER 2015 ❚ HR PROFESSIONAL