What job applicant hasn’t heard those words and become excited?  Just the call you’ve been waiting for.  And the job?  You know you’re perfect for it.  You meet every single one of the qualifications and there’s no doubt in your mind you can do it.  And the company?  What you know about them is impressive.

Recently, we learned about a situation where a job applicant received that very voicemail for a Director position.  The call came in late on a Friday.  She had a feeling of euphoria throughout the weekend as she thought about the call, and returned it promptly on Monday morning.  The recruiter’s voicemail was on.  So she left a message.  No return call that day or the next.  So she left another message in case the first somehow got overlooked.   No return call again.  One more call late on Friday afternoon, which was exactly one week after the original call inviting her to do a phone interview.  The voicemail came on again.  Hmmmm.  Perhaps the individual was on vacation that week.

She waited the next week, expecting a return call.  None came.

So the following week, which was now almost two weeks after the initial phone interview invitation, she left one final voicemail.  Very friendly, and extremely courteous – just letting the original caller know that she hoped all was okay with her personally and asking if there had been a change in the position or if perhaps an interview was not going to be held.  No response.

True story.  No kidding.

So what’s up with that?

Many scenarios come to mind – the most obvious that the recruiter was in an accident or has become very ill and unexpectedly is unable to do their job.  That can and does happen.  Understandable.  In that case it’s very possible that no one even knows her password to retrieve her messages.  And no one even knows whom she has called and left messages for.  Very probable.

Or is it a situation where things changed at the company?  The job opening was put on hold.  Some possible changes are occurring in the  department.  An exceptional candidate was found and others are no longer in the picture?  The company was unexpectedly acquired by another.   There are bigger issues going on and this job opening has now become very low priority?  Maybe they left the wrong message for the wrong person?  The message meant for this candidate was really “get lost”.

There could be many reasons.  Too many to speculate.

But the bottom line – there had better be a really good reason why, after a company initiates a phone call to a prospective candidate for an interview, the recruiter falls off a cliff and become unavailable.  Or cannot return a phone call or send an e-mail telling about a change in status or reason for the change.

That’s not Common Courtesy.

All companies have a brand.  It doesn’t matter if that company is a Fortune 50 global publicly-traded corporation or a privately held regional company.   Or if the company is a family owned and operated business or a one-person entrepreneurial start-up.  They all have brands.  And brands are a direct result of image.  And many other efforts.   Certainly strategic and integrated marketing.  A sales force that’s out there facing customers every day.  Individuals inside the company providing customer service.  Internal and external recruiters.   It all works together.  All of these moving parts come together to build your brand.  Don’t underestimate the power of brand.  Or your company reputation.

It doesn’t take long for anyone to form an opinion on your brand.  It’s the small things.  Getting back to someone when you say you will.  Following up with additional information that was promised.  Communicating status.  Putting on a friendly smile which is reflected in the voice on the phone.   Sending out a clear and concise e-mail or letter.  A prompt and accurate response to a question.  Those simple things help build the brand.  They live the brand promise.  They make it real.

If you’re a recruiter, a hiring manager, an individual in human resources or talent management, you’re on the front line every day.  You are visual representation of the company brand.  It may be your own company.  It may be the company you work for.  But you’re visible.  And you make a big difference.  Each and every day.

You may be busy.  Take that back.  You are busy.  Too busy.   A lot going on.  Not enough hours in the day.  You aren’t always getting the answers you need from those you work with regarding the status of a particular position or candidate.  That’s not unusual today.  Everyone’s overworked.  And many times overwhelmed.  But think about what’s important to the future success of your company.  Your company brand as well as your personal brand.  Can you really afford NOT to take the extra few minutes to communicate?  Get back to job candidates regarding the status of the job they’ve interviewed for?  Do you really want to leave them with a negative impression of your company?   Even though they may not be offered the job they were seeking, you can still leave them feeling good about you and your company.  And that’s important.  For many reasons.   Strong communication leads to a positive feeling about you and your company.  And that it turn helps support a strong and respected brand.  And if handled right, that results in more sales and additional revenue.  And who doesn’t like that?

Perception is reality.  Do your part to contribute.

http://thehiringsite.careerbuilder.com/2013/02/05/seven-habits-of-highly-effective-candidate-experiences/

Branding isn’t just for the marketing folks.  It isn’t something you think about on occasion.  It isn’t just a corporate Brand Standards Guide sitting on a shelf (or more likely on your company intranet these days).  It should be clearly interwoven with the culture of the company.  What’s the image you want to portray about the company?  How do you want customers, prospective customers, vendors, suppliers,
business partners, the community, employees and potential employees to feel about you?  What do you want them to think about you?  And most importantly, what are they saying about you?  To others.   Likely many others.

And branding isn’t just for companies.  It’s for individuals too.  We’ve all got our own brand, known or unknown to us.  As an independent recruiter you are your company brand.  And your personal brand.  They’re tightly knit together.  They’re one and the same.

As an internal recruiter, human resources, talent management professional or hiring manager within an organization, you represent your company.  That means you represent the brand.  You’re one of the first looks prospective employees get inside your company.   And that first impression counts for a lot.  Sometimes it’s the only impression.

Have you truly thought about your own personal brand or had discussions within your organization regarding the company brand?   Typically brands are thought of in terms of customers.  Somewhat linked to sales.  Maybe meaningful for the creative types who spend lots of times with advertising agencies.  But you may wonder what it’s really got to do with you.  I’m here to tell you.  Alot.

If you haven’t devoted much time toward thinking about your own individual brand, now’s the time to do so.  If you’re in a larger organization and haven’t talked recently with your marketing and branding folks, make it happen.  Schedule some time.  Understand why it’s so important.

You represent the brand day in and day out.  In many instances you may be one of the few
people job applicants and prospective employees come in contact with.  While the vast majority of them may never work for your company, or work with you again, they will remember you.  You will make an impression.  They’ll tell a few people if it’s good.  But they’ll tell many people if it is not positive.  And that doesn’t mean that they have to get the job in order for it to be positive.  They don’t even need to get an interview.  That simply means you communicated well.  You were polite, respectful, courteous and kind.

It’s really quite simple.

If you’re a recruiter, make it your practice to get back to every qualified job candidate in a timely manner.  Thank them for their time interviewing, either with you or the company.  Let them know they are not being considered further.    Make a brief call, or simply develop a standard e-mail to send out once they are no longer in the running.  It gives the candidate some closure.   And even though they didn’t get the position, they walk away feeling good about you and your professionalism.

If you’re a hiring manager, work with your recruiter, human resources partner or administrative assistant to close the loop on all candidates that have come into your organization for an interview.  They’ve taken a lot of time for preparation, travel and making a positive impression.  And likely a fair amount of stress too.  And of course they’re hopeful.  So while they may not make the final cut and be offered the position, respect the efforts they’ve made.  Send out a brief thank you rejection letter.  It keeps them from calling you wondering about the status, it lets them know where they stand, and it leaves them with a more positive feel about you and your organization.

And if you’re a job candidate, you have responsibilities too.  Make it your resolution to be sure you send out timely thank you letters to all of the individuals you’ve encountered.  That includes the recruiter, human resources and talent management professionals, and those you’ve interviewed with.  Once a decision has been made and you are not selected, be respectful.  Be kind and courteous.  You never know when you’ll encounter these individuals again and the way you handle the interview process and a  rejection could reflect either positively or negatively on an opportunity in the future.

So why not set that New Year’s Resolution now?  A simple resolution on your behalf can go a long way throughout the year.  And impact a lot of people in a positive way.

I was reading an interesting article the other day written by Lorraine Mirabella of The Baltimore Sun.  She wrote about the frustration job applicants experience through the online hiring systems.  And it’s so very true.  While Applicant Tracking Systems have helped sort out the numerous unqualified candidates that apply for positions, they many times also sift out some very qualified applicants that would be detected by HR professionals or hiring managers. And that’s the problem.  Check out Lorraine’s article http://www.courier-journal.com/article/20120919/BETTERLIFE04/309190032/Online-hiring-systems-frustrate-applicants?odyssey=mod%7Cnewswell%7Ctext%7CHome%7Cp&nclick_check=1

Wharton management professor Peter Cappelli has an insightful viewpoint in his new book “Why Good PeopleCan’t Get Jobs: the Skills Gap and What Companies Can Do about It”. He questions the validity of the argument from employers that applicants don’t have the skills needed for today’s jobs.  He wonders if perhaps the Applicant Tracking Systems may actually make it harder to find qualified candidates.  Read this fascinating edited transcript of his interview with Knowledge@Wharton http://knowledge.wharton.upenn.edu/article.cfm?articleid=3027

Laura Purt of The Mystery Applicant wrote a very intriguing blog last month showcasing an Infographic on the Candidate Experience.  Consider the data she reports — “58% of applicants did not receive regular updates on their application” and “52% felt they were not treated as individuals.  How sad.  Read the full details http://www.mysteryapplicant.com/2012/09/06/the-candidate-experience-are-companies-listening-infographic/

How does this related to Common Courtesy?  Hmmmm.  Not being treated as individuals.  Not receiving updates on application status.  Being disqualified by software.  No human intervention.  In our efforts to be efficient and save time, have we perhaps overlooked the basics that help us find qualified candidates?  Something to think about.

I’ve had individuals tell me that branding is for those “marketing folks”.    Recruiters and human resource leaders don’t need to be concerned with it.  The marketing people will handle it.

Think again.  Branding is much broader than marketing.  Yes, typically it’s the marketing leaders that  think the most about it.  They’re the individuals that really truly understand the importance of it.  And the value of it.  But branding should be on the minds of everyone in any company.  All the time.

One of the companies I greatly admire is Zappos.  They understand branding.  They understand culture.  To them, culture is everything.  It drives the feeling a visitor gets the moment they walk into Zappos office.  It resonates loud and clear as they are talking to customers on the phone.  It’s evident in the ease  of the customer experience.  In ten years the company grew from a start-up to being acquired by Amazon for a reported $1.2 billion.  You don’t do that by selling shoes alone.

Disney is another branding great.  Branding is not thought of independently.  It’s their business strategy.  Disney Cast Members (employees) are all part of the great show.   From initial application  through the interviews, hiring and training, Cast Members entertain Guests.  They don’t serve customers.  They deliver happiness.  In fact, their Casting Video for potential new hires talks about  delivering happiness.  By everyone.

So yes.  If you’re recruiting for a company or you work in human resources, you have a great opportunity to positively impact the company culture and the brand.  It starts with the candidate experience.  But it doesn’t end there.  Every single small action that employees take every single day contributes.   And who  better to influence that company culture than human resources?  Who interacts with every single department and every single employee, no matter where they are regionally located?  You can make a huge difference.  Either positively or negatively.  Your choice.

Culture drives brand.  Brand drives the customer experience.  And the customer experience drives sales.  It’s that simple.

Don’t get me wrong.  These are great articles written by very talented individuals.  They contain sage  advice.  They make sense.  They’re excellent guidelines written for companies, recruiters and job  andidates.  There’s just one problem.  They overcomplicate things.  Much more than necessary.

It’s really very simple.  No matter which side of the process you are on.  Use Common Courtesy.  Treat  others as you wish to be treated.  No more.  No less.

If you’re a recruiter or a hiring manager, respond to all candidates.  It doesn’t need to be in-depth and you don’t need to provide a lot of detail.  But thank them for applying.  If they will be moved forward as a viable candidate, let them know that.  If they are not under consideration for the position, tell them that also.  Just keep them informed.

If you’re a candidate, be respectful.  Don’t apply for jobs you’re not qualified for.  Don’t send in a poor
resume.  Write a cover letter that is targeted and shows you’ve read the job description and feel confident you are a strong candidate.  Be courteous if you get a call or an e-mail asking for more  information.  Respond on a timely basis.  And answer all the questions honestly and professionally.

Think about the other side.  HR departments, recruiters and hiring managers are very busy these days.  Time is at a premium.  If you’re a candidate, don’t waste their time.  Give them the information they ask for.  Help them make an easy decision to consider you as a viable candidate.

Job candidates are frustrated.  Many have strong skills.  They want to be productive.  They want to contribute.  They just can’t get through the clutter.  They spend hours applying for jobs online and may not get a single response.  They prepare for interviews and feel they’re qualified, yet never hear a word back.

It’s challenging.  Don’t make it even more challenging.  Keep it simple.  Common Courtesy.  That’s all it takes.

What does that say about your brand?  Your company?  The respect you have for others?  The way you treat potential employees.  The way you will treat new employees.  Not a lot.  And certainly nothing good.  Individuals do not need to be selected for the position they applied for.  They will not be upset if they were not the best candidate.   They understand.  What they will not understand, nor respect, is being treated poorly.  Everyone they talk to at the company represents the company brand.  And every touchpoint leaves a lasting impression.  Think about it.  Make sure you’re leaving a positive impression.  At all times.  Irregardless of your message.

Laura at Mystery Applicant wrote a great blog on some recent findings about the candidate experience  and the impact it has.  You’ll enjoy reading it.

http://www.mysteryapplicant.com/2012/07/24/candidate-experience-why-embracing-your-unsuccessful-candidates-could-improve-your-company-performance/

If you haven’t yet applied, the deadline is tomorrow (June 15) for the Candidate Experience
Awards.  The CandE awards is an annual competition process where 1) Employers can benchmark their candidate experience against other companies and 2) employers can participate in a 3^rd party survey of their own employment candidates to understand what they think of the process.  While it’s a competition, it also provides feedback.  And that can be extremely helpful.

Here’s a link to the application process:  http://www.thecandidateexperienceawards.org/

And while we’re on the subject, check out a few recent articles about Common Courtesy and the
Candidate Experience.

http://www.asyncinterview.com/ways-to-consider-improving-your-candidate-experience/

http://delbourg-delphis.com/2012/05/job-candidate-experience-treating-people-well-is-excellent-business/

http://www.science20.com/machines_organizations_and_us_sociotechnical_systems/taking_headhunters_woodshed-90749

Obviously we’re not the only ones talking about it.