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August 2008    COVER STORY

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Respect your candidates
and they’ll respect you

Suppose the shoe were on the other foot -- you expressed interest in an applicant and they never even acknowledged your message. You’d have a poor and lasting -- impression of that candidate.

Yet this is exactly what many employers do every day when they fail to engage the hundreds of candidates who apply to their job openings online.

“I think there is a feeling that with today’s virtual systems that the personal touch is not required,” says Penny Sallberg-Carrillo, executive vice president for CPGjobs. “Actually it is more necessary than ever and the irony is that current technology makes it easy.”

The ‘black hole’

Sallberg-Carrillo says the number one complaint she receives from candidates is lack of response. “With the exception of two of the companies I applied to, I received no feedback,” one candidate told her. “The application seemed to go into the ‘black hole,’ [and] there were a couple of times I applied to a position to find it had expired.”

Another candidate echoed the “black hole” analogy: “So often it's like [my] information has gone into a ‘black hole’ never to be seen again. It is frustrating to take the time to prepare a meaningful response specific to an opportunity and have it ignored.”

Candidates should receive at least two communications, Sallberg-Carrillo says: One immediately after the application is received and another when the position is filled or the candidate has been eliminated. The responses are easily automated and there is no excuse not to have such a system in place, she says.

“I know recruiters are busy," one candidate wrote, “but it would be a courtesy to receive an email back on receipt of an application and [another] if there will be further, or no further, progress on positions.”

“When employers don’t respond it creates a vacuum,” Sallberg-Carrillo says. “Some people interpret the non-response as rudeness. Some interpret it as indifference. And some chalk it up to incompetence. Whatever impression it leaves it’s negative and lasting,” she says. “The candidate is now less likely to apply for another position with your firm, to refer a colleague to you or even buy your product. And it’s completely unnecessary.”

Sallberg-Carrillo says many employers are getting it right. “They send emails right away acknowledging applications and they are prompt and courteous in notifying candidates when a job has been filled or a job has expired.” Some employers go even further. They ask candidates if they want to be notified of future job openings, offer them job-hunting newsletters, ask them to refer colleagues to the firm and otherwise engage them in an on-going relationship.

Building relationships

"Companies may receive hundreds of applications for every executive-level job," observes Michael Carrillo, president of CPGjobs. "Many employers just pick out a few and throw the rest away. That's a big mistake," he says.

"These other applications should not be considered a dead end for either you or the candidate. Think of each as a hub from which new relationships and new referrals can grow," Carrillo advises. "Many unhired applicants can be an asset to your company and its recruiting efforts."

The most immediate benefit you can derive from applications are referrals to other candidates, according to Carrillo. "If you like the candidate's background and value their work history, then by all means contact them and ask them to refer other candidates for the job. They are almost certain to know someone qualified to fill the position," Carrillo says. "If they are generous by nature and secure in their own abilities, they will be happy to help."

"Speak freely," Carrillo says, "but don't press. The candidate should feel that you are doing a thorough job, not pumping them. And don't forget to ease their disappointment by explaining that while they aren't right for this job, you are impressed with their qualifications and would like to stay in touch”, he says.

Surprising results

"When you view every qualified candidate as a starting point instead of a dead end, your recruiting efforts will expand exponentially," declares Carrillo. "You will receive invaluable referrals, gather vital industry intelligence and build networks in organizations that can be a rich source of future candidates."

To establish recruiting networks from a mountain of applicant data, you'll need a system, Carrillo advises. Companies that use outside services or computer software and scanning equipment have a head start on mining the hundreds, or even thousands, of contacts made each year.

"Most companies find that today's contact volume is just too much for their over-worked HR staffs to handle," Carrillo says. "If you're not using a third-party vendor like CPGjobs, you'll need sophisticated internal technology to help ensure you build a top-notch recruiting system."

"The gold standard of such systems would be a relational database that tracks candidates, skill sets, contacts, referrals, organizations and other key information," adds Carrillo. But even low-tech methods, like filing and retaining resumes for a year, have value. "Active outreach backed by solid record-keeping will give you a good idea of what's available at any given time. You may even find you have the perfect candidate right at hand."

Staying in touch

Once qualified candidates are organized in a usable database, they can be easily accessed and contacted. "You can send them job bulletins, invite them to your website, tell them about industry events or company job fairs, and send them e-mail newsletters. Most candidates will be glad to hear from you, and your continued outreach will turn the negative energy generally associated with "rejection" into a positive relationship that can pay dividends now and in the future.

"When you maintain a cordial ongoing relationship, previous applicants are more likely to accept an invitation for any new openings you have, or to recommend a friend," Carrillo points out. "Chances are they'll share this positive attitude with other people in their company and in the industry."

While you probably won't have time to personally contact every applicant, a nicely worded e-mail is easily sent and much appreciated. It's also a good opportunity to ask permission to keep communicating with them. "Remember this is someone who works in your industry -- their opinion counts."

"When you get thousands of applications each year it's easy to lose sight of the fact that every resume represents a person and an asset," Carrillo says. "Finding a way to show each candidate that you value them as an individual is an investment that will pay real dividends," he concludes. "Don't throw unhired applicants away utilize them!"

Michael Carrillo is president of CPGjobs, the CPG industry’s leading candidate recruiting service for employers and recruiting agencies. You may contact him at Michael@CPGjobs.com or call (626) 535-0143.

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