Why Your Brand Plays a Critical Role in the Interview Process

Why Your Brand Plays a Critical Role in the Interview Process

by Thad Whittenburg

I think we can establish one thing right out of the gate. Designer/Salespeople are in high demand, but supply is low! We work in the Talent Acquisition space and there are few dealers that I talk to that aren’t looking to fill a spot.

So how can we hedge our bet when it comes to attracting good people? We should look at the interview process the same way we look at the customer journey. Delivering touchpoints and creating memories for the potential hire. What can you do that would separate you from the pack and give that person plenty of reason to pick your company over the multitude of other options they have?

The key is to understand what most people are looking for. A company that is established, has been successful, has a strong vision and culture with plenty of employee engagement.  If you are a newer company, sell them on your forward-thinking ways and the growth opportunities available. Did you notice that I didn’t mention pay and benefits? They are certainly important but without the others, you are just selling on price. Not an ideal situation to be in.

Here are 4 things you should do that will help you land the best players out there:

  1. Before the interview, send them a package of information about your company. This should include your vision statement, what it means and all the important things (culture wise) that apply to your company. I do hope you have a clear idea of what your vision statement and culture is because if you don’t, I doubt your people will. This package should be FedExed to the potential employee and include a training schedule and a handwritten note. Oh, the cost? Please…what would you be willing to pay to get someone good? They may end up being a dud, but you never know. The reason for the FedEx package is because when people get one, they open it right away because it’s important. It makes them feel special that someone took the time to send it.
  2. The second touchpoint should be having their name on the sign that you have placed at the front door to welcome them. (no sign, no touchpoint)
  3. Have your questions written down ahead of time and try to memorize as much as you can so you aren’t looking down at a check list and making it feel more like an interrogation. The candidates need to be relaxed and open during the interview.
  4. You certainly want to ask questions about their skill sets but all of those can be taught. The real rubber hits the road when you ask questions like; describe the ideal company you would like to work for, what appeals to you about our vision statement and culture information I sent you, tell me about where you went above and beyond for a customer and how the experience was received.

These types of questions do two things. First, it shows them how important your culture is and secondly, some insight as to how good of a fit they will be for your company.

I am trying to keep this short so suffice it to say there should be thank you cards sent (even if you don’t hire them. Remember this is your brand and word will spread). They should also meet with other team members, so everyone has a say in the process. I could go on but if you want to learn more, please join our seminar on “How to Build a Culture That Attracts and Retains Talent” on April 18 at 11:00 EDT.

As always, I would love to hear from you. thad@kbglobalpartners.com



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