Canadian HR Reporter Weekly

3 Canadian HR Reporter, a Thomson Reuters business 2018 July 18, 2018 company. Let candidates and the public know you're working to create change." If you're not experiencing these challenges and the organization is doing well in terms of diversity and equality, then celebrate it, he said. Current employees can share testimonials of what they enjoy about their jobs on the company website, for example. "Don't try to influence what they say," said Gibson. "If every testimonial sounds the same, candidates will become suspicious and assume the testimonials are fabricated." Focus on customer relations In addition, 77 per cent of candidates said they wouldn't accept a job offer if they found out an organization had lied to its customers — and 24 per cent said they check online customer reviews when researching a company. "Even the best organizations get bad customer reviews," he said. "What really matters is how you react to them." Feedback is a free gift, and it means you're in a position to make things better, according to Sonny Brar, vice-president of member programs and services at the Retail Council of Canada in Toronto. "First, own up to it and take responsibility. Acknowledge you made a mistake, ask how it happened, and determine what you can do better," he said. "Do it all publicly, since the complaint was made publicly. It's not just to let the customer and the public know, but also to let candidates know." Candidates value transparency, said Ng. "Addressing issues quickly and in a public forum will support that, and also help address any problems within the business." Improving the interview ose challenges — and the organization's solutions — along with messages about company culture and values, can be shared during the first interview, said Brar. "HR professionals and the person doing the interviewing can be so focused on what the candidate can do for the company, they forget to talk about their own organization," he said. "at's a missed opportunity because that interview is when you can explain what the company is all about, share any great initiatives, whether they're through education, sponsorship, donating to charities or community involvement." "Get your laptop out and show your social media presence. Take a minute to explain why you've been with the company for a decade, that kind of thing." Everyone wants to feel empowered and engaged, and that starts from day one of the interview, said Brar. "Some employers feel they don't want to give 100 per cent of themselves or the business until someone is employed. at's wrong because from the candidate's perspective, it says they're not important until they get the job… You want to let the candidate know that you respect their time and their energy, whether or not they're an employee." After the interview, the next step — getting back to candidates quickly — is imperative, said Ng. "e days of waiting a week to respond to candidates — or not responding at all — are gone. Now, if you don't get back to somebody in 48 hours, their interest is waning at best, or they've just disappeared," he said. "ey could be interviewing with three other organizations at the same time, so responding quickly is a must." Failing to do so can have a ripple effect that goes beyond the candidate, said Ng. "With social media and networking, clients need to understand that HR is in tandem with marketing, and marketing is in tandem with HR," he said. "If a candidate goes into an interview at restaurant X and they never hear back from restaurant X, they'll say to their friends 'I'll never go back there. I hate them, and they're irresponsible…' at's a marketing problem." Instead, there's an opportunity for positive PR, even with the candidates who aren't chosen. "I know of some companies who, when they know after a first interview that they won't be hiring someone, are quick to inform the person and also offer them a $10 gift card," said Ng. "en that person might go to social media and say good things about what the company is doing. ey may start talking amongst their friends and they begin to create something of a mythology." Whether it's the company job board, Yelp reviews, or feedback after an interview, each touchpoint can influence a candidate's decision. "is is why employer branding is so important," said Gibson. "Today's jobseekers expect more from employers. ey want to work for companies that not only align with their career goals, but also align with their values." The days of waiting a week to respond to candidates — or not responding at all — are gone." Credit: Pressmaster (Shutterstock) Seventy-seven per cent of job candidates said they wouldn't accept a job offer if they found out an organization had lied to its customers, while 24 per cent check online customer reviews when doing research on a potential employer, found the survey.

• Cover