Recruiters have always played an integral role in matching the right candidate with the right job, but the rise of the digital age and the ever-increasing value placed on the candidate experience have elevated their potential to something far greater.

Twenty-first century recruiters are far from mere cogs in the HR wheel; rather, they have the unparalleled ability to directly impact not only how candidates feel about a company, but also overall takeaways about the brand itself. The most successful recruiters are keenly aware of the duality of their positions as both human resources agents and marketers.

Let’s take a closer look at the strategic integration of these two worlds and what it means for today’s recruiters.

A Brave New World

Between ongoing technological advancements, savvier-than-ever job applicants, and the changing demographic of the workforce as Millennials enter and Boomers exit, contemporary recruiting is more complex than ever before. What’s the one factor which stands in keen alignment with all of these changes? The unwavering imperative of communication.

As the first and main point of contact for job hunters, recruiters have the power to make or break brand perception. This is a massive undertaking considering the various stages contemporary candidates enter in and out of along the way.

We’ve already established that, in addition to communication, today’s candidates place an authentic and transparent experience above all else. The quickest way to demonstrate lack of solidarity on this front — and crush your brand promise, in the process — is through failure to openly and honestly communicate. This doesn’t have to be hard or time-consuming. The simple act of informing a candidate that his/her application has been received goes a long way.

Keep It Consistent

Sure, things get stickier when it comes down to who’s getting hired and who isn’t. Still, candidates have made it clear that while rejection stings, what’s truly unforgivable is the failure to inform candidates when they are eliminated from consideration. This is the kind of recruiting behavior which not only leaves candidates disconnected and distrustful, but also sharing those frustrations with others. (Because while being talked about is good, being talked about poorly can be the kiss of death.)

Meanwhile, a polite and simple message informing a rejected applicant that another candidate has been chosen for the position not only delivers a positive message, but also results in future good will — and a new inhabitant of your pipeline — should the right position open up down the line.

And Remember…

The advancement of automated technologies does not remove communication from the domain of recruiters. While a form email notifying a candidate that a resume has been received is one thing, a form rejection to a finalist is a missed opportunity to reinforce your brand as worthy of further investment.

Ultimately, the success of your organization within the contemporary business landscape relies not on the products and services you make and sell, but on your brand itself. Are your recruiters simply pitching jobs, or are they cultivating the feeling of an amazing, unique, and irresistible place to work? Are they going through the motions, or are they going out of their way to weave a compelling brand story while informing candidates of best management practices?

If your answers learn toward the former, it’s time for a strategic rethink of your recruiting policies. Because just as “selling” your brand is mission critical for marketing executives, the same — for better or for worse, so why not make it for better? — also applies to recruiters.

To know more about how WittyParrot can help HR professionals and recruiters automate and personalize candidate outreach to build the talent pipeline watch the video below.

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