Job Applicant: Your new employer brand builder

KOLKATA: The next time a candidate comes away from your company with a not-so-positive job search experience, be warned: the repercussions of it could cost your organisation dear.

A global survey of 18,000 jobseekers in 24 employment markets has revealed this: negative candidate experiences impact sales in a world where employer brand and consumer brand are inextricably linked.

The report, part of ManpowerGroup Solutions’ 2018 Candidate Preferences research, looked at the following questions: What is the impact of negative candidate experiences on purchase intent and what types of negative experiences are the most damaging? Survey-takers were employed jobseekers, all in the age group of 18-65 years.

The results were clear: candidates need to be treated as consumers as they are, in fact, ‘consumers’ of the service provided by HR. Their experience, therefore, reflects the culture of the organisation.

Around 58% of Indian candidates said a negative candidate experience makes them less likely to buy a company’s products or services in the future. This extends beyond retail relationships to include a wide variety of potential goods and services.

One of the most significant links between customer brand and employer brand is in India, where more than two-thirds (67%) of candidates say they are more likely to work for a company whose products they buy or use.

The results show that candidate experience has an impact well beyond human resources, directly influencing company brand and profitability. HR heads agree. “Employee, including candidate experience, is today a core corporate reputation lever.

It can enhance or mar image as much as a consumer experience in a social media-led world. Progressive leaders are rightly getting very conscious of ensuring high experience, even if the outcome of the decision is not favourable,” said Prabir Jha, global chief people officer at Cipla.

THE APPLICATION BLACKHOLE
Rejection after an interview ranks seventh on a list of experiences with negative impact on purchase intent. Every opportunity for contact with a candidate positively or negatively reinforces the brand.

“Candidates that are used to tracking the delivery of their online purchases expect to track their job applications— not have them fall into a blackhole. It negatively impacts their purchase behaviour and results in lower sales,” said Siby Joseph, director, Experis PERM & RPO, ManpowerGroup India

Number one on the list globally is lack of transparency on salary or job description, with 68% of candidates saying it impacts purchase intent. Not receiving a response to a job application ties with a negative interview experience (59%). A slow response to an application ranks fifth (56%). In contrast, rejection after an interview ranks among the least damaging of potential negative experiences.

“The best way to build an employer brand is to create a great interview experience for candidates. Interviewers need to be sensitised to handle the interview process with refinement,” said Hari TN, head-HR, BigBasket. “Every candidate is a potential customer. Candidates who aren’t treated well are more likely to bad-mouth your products and services. And are unlikely to buy from you,” he said.

THE RIPPLE EFFECT
The detrimental effects of a negative candidate experience extend far beyond the candidate who experienced it. It means others are not only told about the experience, but it also affects their interest in purchasing a company’s products or services.

According to the survey, 61% of global candidates would tell others about a negative experience. Meanwhile, 57% of Indian candidates say the negative candidate experience of a friend would make them less likely to buy a product or service.


Negative word of mouth works faster than the positive word of mouth. Seven out of 10 Indian candidates (76%) would share their negative experience in a one-on-one conversation. About one in five candidates (19%) would post it to social media globally, but that number is significantly higher in India (31%).