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Avoid This Common Recruiting Mistake — and Forward This to Your Management Team
Posted By David Lee On January 25, 2012 @ 5:03 am In Advice and How-Tos | 3 Comments
While talking about customer service on a radio program, I shared a customer service nightmare story last week that also happens to be a perfect analogy for the mistake so many employers make. More specifically, the way the business allocated resources to advertising vs. customer service mirrored the costly mistake employers make when it comes to recruiting, employer branding , and onboarding .
The story speaks to how often employers waste time, money, and creative horsepower when it comes to attracting and retaining talent because they put their attention in the wrong place.
So here’s the story …
Years ago a friend of mine was telling me how much he loved his Audi. In the same “I love my Audi” story, he mentioned that he will never buy another one again … ever. Before I could ask how Statement A leads to Statement B, he told me that the one and only Audi dealer in the area was a nightmare to deal with. The car-buying experience felt sleazy and the service experience after the sale continued to be a horror show.
He then went on to tell me about another customer of he had met. That customer had brought his car to a dealership out of state for the very same reason my friend disliked this particular dealership.
I knew the name of the dealership, but never had an opinion of them prior to his story.
Fast forward two weeks.
I hear this dealership’s ad on the radio. It is incredibly creative and clever.
When it’s over, I think:
“Isn’t this classic. They spend all this money and creativity coming up with clever ways to get people through the door, only to drive them back out the door by the experience they deliver.”
Since I love analogies and tend to see them everywhere, I then found myself thinking:
“Isn’t this a perfect analogy for what employers do? They spend all kinds of time and money trying to get the best and brightest through their doors, only to drive them back out — or drive them crazy — by the frustrating, disrespectful, and spirit-crushing work experience they deliver.”
Wouldn’t it make sense to invest just as much time, money, and creative horsepower delivering the work experience you promise as you do making a compelling promise to job prospects?
Doesn’t it make sense to invest as much in making sure talent stays once they come through the door, rather than creating a revolving door experience?
Doesn’t it make sense to create a work experience that makes your employees not only happy to stay, but also want to tell their talented friends: “This is an awesome place to work. When there’s an opening, I’ll let you know”?
Think of how much money you could help your employer save in recruiting costs if you helped them create a work experience that turned your employees into a volunteer recruiting firm.
If all this makes sense to you, here’s what you can do about it.
Share this article with your leadership team and suggest that you, as a team, examine:
Share this article with your employees as a conversation starter. Find out from them whether they would recommend you as an employer, and why … or why not. Don’t just do this as a survey. I have found over the years that interviews and focus groups provide much richer, more actionable information. I don’t recommend replacing surveys with them, but combining the two.
Invest in helping your managers learn:
If you are serious about not just getting talent “through the door,” but also keeping them and bringing out the best in them, forward this article to your management team and your direct reports, and get the process rolling.
Article printed from ERE.net: http://www.ere.net
URL to article: http://www.ere.net/2012/01/25/something-to-think-about-and-forward-to-your-management-team/
URLs in this post:
 employer branding: http://www.ere.net/tags/branding
 onboarding: http://www.ere.net/tags/onboarding
 Image: http://www.ere.net/wp-content/uploads/2012/01/careersaudi.jpg
 Todd described in the comment here: http://www.ere.net/2012/01/17/recruiters-do-you-suck-hint-no/comment-page-1/#comment-60972
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