When we think about how companies build their brands, most of our minds go right to company logos, taglines, or a company’s presence on social media. But there’s a huge part of brand building that many organizations tend to overlook – and that is their job interview process.  

Every touchpoint with a job candidate is a direct reflection on a company’s brand. And the experience of every candidate, whether they are hired or not, can help to shape how the employer is perceived in the market, for better or worse. It’s all about the candidate experience. 

First impressions last   

Let’s say you call a restaurant, and no one answers the phone. Or you show up, sit down, and the server takes way too long to greet you. The feeling you get when this happens is the same way a job candidate feels when they don’t hear back after an interview.  

In today’s job market, candidates talk. They leave Glassdoor reviews and post about their interview experiences on LinkedIn and other online career pages. They also have conversations with friends about their job interviews. All of these testimonials contribute to how your employer brand is perceived.  

If candidates leave a job interview feeling respected, and if there is a timely post-interview follow-up (even if they don’t get the job), they’re more likely to recommend your company to others or even become customers themselves. 

 Like Maya Angelou said…  

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”   

Think of the Net Promoter Score – but in relation to job candidates  

The Net Promoter Score, or NPS, is a common metrics ranking in business that answers the question: On a scale of 0-10, how likely are you to recommend our company to a friend or colleague? If someone answers with a 0-6, they are considered your detractors – likely to say negative things about your brand. If they answer 7-8, they are considered passives – not likely to say anything one way or another. And if they answer 9-10, they are considered promoters – those who will actively say good things about your brand.  

When it comes to your job interview process, make it your goal to have your candidates walk away as promoters! You want them to have such a great experience that even if they don’t get the job, they’ll still be excited about and speak of your brand in positive ways.  

Best practices to ensure a positive candidate interview experience   

• Decision makers should first align on who and what they are looking for in a candidate. 

• There should be a well-defined company process and structure for interviewing that eliminates personal bias or opinions, and that maintains interviewing consistency across all job candidates. 

• Be clear in defining a written and verbal job description and distribute it to hiring managers and other interviewers who will engage with potential candidates for the position.  

• If you work with a talent recruiting firm, be clear about expectations and budgets, and if there is an established trust, be open to the recruiter’s questions and even suggestions about your process.  

• When scheduling interviews with job candidates, provide transparent communication to ensure candidates know exactly what to expect, including the type and goal of the interview, who they are meeting with, and how much time they should expect to spend during the interview. 

• During interviews, engage with candidates and be welcoming. You asked them to be there, so commit yourself to showing up for them!  

• Prepare job candidates for potential next steps in your interview process. Welcome their questions, thank them for their time, and let them know when they should expect to hear from you.  

• Timely decisions are most important. Follow up within 48 hours of an interview and be clear with candidates on where they stand, even if a decision has not been made. Keep them informed. 

• Candidates deserve respect, communication, and consistency throughout the interview process, regardless of your ultimate hiring decision. 

Building loyalty also starts with your interview process   

The interview and onboarding journey is the beginning of an employee’s relationship with your company. By ensuring your interviews reflect your company’s values, you’ll start building loyalty before potential new hires even walk through your door.  

While it’s impossible to hire every candidate you interview, remember that opinions formed about your brand still matter among the candidates you must turn away. Create a positive interview process and an experience they’ll remember, and you’ll create brand advocates.  

Recruit talent with a true brand ambassador by your side  

At Goodwin Recruiting, we understand the importance of helping our clients build strong employer brands during their recruitment efforts. That’s why we are genuine brand ambassadors and enthusiastic agents in our dealings with job seekers.  

Contact me for talent acquisition assistance in building your team! On your behalf, I’ll build trust through meaningful, respectful connections, get top talent excited about your job openings, and help you create positive experiences that candidates can be proud to share about your company culture and brand.