In today’s world of online expansion, many aspects of business success have changed dramatically, influencing the way companies compete with each other, connect with their customers, and even make sales. Companies have had to adjust their priorities, setting their online presence and customer experience at a much higher bar. It isn’t far-fetched to say that brand image is a major source of life blood to a company, playing a massive role in attracting new customers and filling the pipeline. 

These days, customers have access to an immense amount of information about your brand, from reviews of products to price comparisons between your competitors. People trust each other’s online reviews nearly as much as they trust personal recommendations. More than half of consumers will only purchase from a company with a star rating of four or more. It’s up to your business to stay ahead of the curve and ensure that what’s being said about it online is beneficial to the company.   

There are countless B2B services based on this idea. Marketing agencies, website developers, customer outreach teams, and data analysists all working to build and maintain a healthy brand image. But there’s a whole part of building a brand image that isn’t talked about nearly enoughemployee and candidate experience.  

Everyone matters 

It goes without saying that what people say about you online matters. But when was the last time you checked to see how candidatefriendly your hiring processes are? Have you ever looked up employee reviews of your company on sites like Glassdoor? What about internal surveys to gauge the employee onboarding experience  

Unfortunately, candidates are often the last priority on the long list of people companies are worried about. But this is a mistake, especially now when the employment rate is at a record high. Companies have to compete with each other for talent and stand out as a preferred place of employment to potential candidates. And anyone who comes in contact with your company has the potential to influence your brand image through online reviews. 

So how do you make sure your candidates (whether or not they become employees) walk away feeling good about their experience with your company? 

Call them back 

A common mistake that many businesses make is failing to communicate with candidates. Making sure to call them back, whether or not they’re getting an interview or moving to the next step in the application process, isn’t just polite, it’s respectful.  

If someone has taken the time out of their day to apply to work at your company, they deserve the two minutes it will take to call and acknowledge their effort. Remember, everyone who interacts with your company should have a positive experience. They may be a future customer, or reviewer, or even a candidate for a different position. Treating them with respect by taking the time to call them back and tell them where they are in the process is paramount to ensuring they walk away having had a good experience.  

Be transparent 

An informed candidate is a higher quality candidate. Think about it. If a candidate has to jump through hoops to submit their resumeor doesn’t know if the position is offering the salary they need, or can’t easily find the job description, they’re going to be frustrated at best. 

Being transparent about everything from the application process to the starting salary and benefits allows candidates to ensure they aren’t wasting their time applying for a job they don’t want, or that isn’t right for them. If you provide them with clear expectations around how they will move through the process, you remove confusion and increase ease. Its better for them, and you.

Be Timely  

Just because someone is applying to work for you doesn’t mean you should prioritize your time over theirs. More often than not, candidates are already employed and have to take time out of their workday to come to an interview. So it’s costing them money and/or time to arrive for an interview. Make sure your interview process reflects your understanding of the time and effort needed on their end. Don’t show up late or cancel last minute.   

Additionally, companies often make the mistake of thinking their candidates are only in competition with each other, when in fact, your company is in competition for the best candidate. Don’t make the mistake of waiting too long before reaching out to them. Or you’ll lose them to a company that beat you to them. Plus, there’s nothing worse than to be left hanging. Let them know whether or not they got the job or are being moved to the next round. Even if you call to let them know they didn’t make the cut, at least they won’t be left wondering.  

Take the opportunity 

Every time your company interacts with someone, you have an opportunity to make a positive impact on your brand image. Each person who walks away from your company is a potential brand ambassador, customer, or reviewer. If your company is really about creating a positive experience, then every interaction, internal and external, should play into those values.  


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Photo by grki