Many job applicants not happy with with HR or agencies, writes Steve Hart
A double whammy has hit the recruitment industry that's causing some people to worry about the reputation it is getting among job seekers.
Peter Dallimore, marketing director of recruitment firm OCG, says an increase in the number of people applying for jobs, coupled with staff cuts at agencies and HR departments, means some of those left behind to process job applications are finding it hard to stay on top of things. And this is causing resentment among some job applicants.
Dallimore's firm carried out a survey of 10,000 job hunters from the OCG database to get a handle on what is going on. More than 3000 people responded and the results appear to be hard for some recruiters to stomach.
When asked how they would rate the standard of care they received when applying for jobs, almost 500 people - or 16 per cent of those who responded to the survey - said they had a "poor" experience. More than a third of respondents had an "average" experience and just 5 per cent (150 people) said the level of care they were given was "excellent".
When rating the level of follow-up provided to job applicants, those surveyed said in-house HR managers were slack. A fifth said follow-up from employers they had applied to work for was "poor".
Candidate care also ranked low with just 5 per cent of those who responded to the survey saying it was excellent against 16 per cent who said it was poor. Just over 35 per cent said their experience was average.
Dallimore says: "The results of this survey have polarised some people who blame the results on the poor quality of candidates, with some in the profession saying, 'Well, they would say that, wouldn't they?'
"But others have agreed with our findings and know that recruiters need to understand that candidates are the clients of the future and that the industry needs to treat them with kid gloves - because in the end they will reward us. Many of them will one day place their vacancies with firms that have treated them well.
"It is something we see at OCG. People we helped into jobs a few years back, or just gave them the time of day but were unable to help them, come to us to help them fill roles at their firms."
Dallimore says it was anecdotal evidence from people visiting his firm's offices that tipped him off that candidates weren't happy with the way employers and recruiters were treating them. Nevertheless, he says the results of his firm's survey shocked him and his colleagues.
"I didn't think the recruitment industry would come off so badly," he says. "The way candidates are being treated now isn't new - but it has been exacerbated by the large numbers of people looking for work."
Dallimore says he is reluctant to guess how many people are working in recruitment today compared with a year ago but says those numbers have dropped.
"Agencies have less capacity to respond to all the enquiries they get from candidates," he says. "Two forces have come together at the same time; HR departments and agency staff are being trimmed while more people are looking for work."
Ultimately, says Dallimore, employers and some recruitment firms are spoiling their brand in the marketplace with potential future employees. He says candidates have long memories and will share their experiences - good and bad - with friends and family. He says many will also write about their job-hunting experiences on social networking websites.
"To quote one internet commentator: 'If you make customers unhappy in the physical world, they might each tell six friends. If you make customers unhappy on the internet, they can each tell 6000 friends'.
"It can have an impact on your employment branding and therefore the attractiveness of your brand to the best candidates. The best people will apply for jobs where they know there is a well-managed process."
Dallimore says even if candidates see a job they really want, they may think twice about applying for it if the agency or employer has a poor reputation for managing applicants.
"While there is a surplus of candidates in the market, employers still want the best people working for them," he says. "So if you have a poor reputation for the way you treat job applicants then that is going to spread and the best people will apply for jobs elsewhere - to places where they know there is a well-managed employment process. The best candidates are still getting more than one job offer."
Dallimore says employment branding should be part of all companies' long-term strategy so they manage the awareness and perceptions of staff and potential employees.
He says: "The strategy can be tuned to drive recruitment, retention and productivity management efforts. It works by consistently putting forth an image surrounding management and business practices that make your organisation an attractive place to work."
Dallimore says too many firms cut costs in HR and that cuts in these areas "do nothing to increase quality or productivity".
"Employment branding, on the other hand, can increase the quality of employees, help inspire them to become more productive and open opportunities to the company in the marketplace that might not have been open before," he says.
"Ignoring the concept and the elements that empower it is a sure way to help your firm ensure a spot in the corporate graveyard."
Dallimore says building any kind of brand requires a dedicated effort.
"You must continually improve it and sculpt it to fit the changing needs of your target audience," he says. "Employment brands are no different. You can't improve what you don't measure. What you measure, talk about and reward, sends a clear message to everyone about what's really important."
Job hunter's perspective
"It would seem HR systems are missing the mark. And it's probably because HR has become too big and top-heavy and needs streamlining. I have dealt with a lot of companies' HR departments over the last couple of months, and have spoken to others who agree this is the clog in the system."
"People put a lot of time and effort into preparing applications for roles - often it is a few hours' work at least and the very least they deserve is an acknowledgement of their application in a timely fashion. It is absolutely soul-destroying to put so much work into making an application only to hear nothing. It makes you feel very undervalued.
"Apart from one organisation to date which has been excellent (and for which I am scheduled for interview), there seems to be a real lack of respect for candidates. A kind of 'if you don't like it there are plenty more fish in the sea'."
"I spend most of my time talking to other job seekers who share similar horror stories of ineptness of consultants and arrogance of employers."
"Most employers (excluding the great ones) lack professionalism and common courtesy one would extend to candidates. Sometimes I question the level of expertise and integrity of those entrusted with the recruitment process."
- OCG
Contact Steve Hart via his new website at www.stevehart.co.nz
