Wanted: Customer Centric Recruitment

I am currently searching for a new career opportunity and have been shocked at the way a number of organisations handle the recruitment process from a “Customer Centric” perspective. Some organisations seem to forget that even applicants for opportunities within their organisation should be treated as valuable customers. Maybe this is why they are seeking a CRM Thought Leader in the first place?

An applicant, such as myself, may have been attracted by the hiring companies brand. If that organisation then fails to acknowledge your application or keep you informed, the brand is devalued in the mind of the applicant, who could also be an influencer, customer or shareholder. What does it say about the core values of the company the applicant is hoping to join. Does it not say “you are not important”? In fairness, the majority of companies do appear to acknowledge receipt of the application. It is after that the process seems to break down.

Some organisations recruit through Recruitment Agencies who often regard applicants as little more than a commodity, not an individual with hard earned skills that can add value. This is not just my personal experience. I have spoken to others who have experienced the same. These recruitment agencies act as a filter. They do not often understand the components that might add value to their client. Instead, they look for certain key words to reach a shortlist as quickly as possible. In one example, I heard nothing for two weeks and when I rang them, I found that I had not been shortlisted and they were conducting final interviews that day. That is fine, but wouldn’t it have been a courtesy to let all the non shortlisted applicants know? Agencies often appear unwilling to share information. When I recently asked one supposedly “leading” agency for information about the role or the client, I was sent a generic job description that was clearly drafted on the back of a betting slip.

Luckily, through my career, I have not always used agencies as I have found the majority to be lacking in insight, knowledge and integrity. Harsh? Maybe, but that has been my experience. I have tended to use my network to find new roles and have been lucky to have been approached directly by clients in the past.

However, that is where the lack of a Customer Centric culture breaks through the cracks. The onboarding process often appears to be designed to benefit the hiring company rather than the potential candidate.  I was lucky enough to have been approached last week by a company where I knew some of their key executives. All seemed to be going well until I was put in touch with the recruitment centre who refused to send me any details until I had sent them a formal application, despite the fact that their executives had approached me! Since then, I have left messages for them to acknowledge receipt of the application and to send me the role details. Even allowing for leave, surely there is a process to ensure continuity.

This blog may appear to be a whinge (I am a Pom after all!) but it does amaze me how a supposed Customer Centric culture does not extend to the whole organisation in many places, without any realisation or appreciation for the potential detrimental impact on brand, public image and customer behaviour. Becoming a Customer Centric organisation needs cultural change across the entire organisation. Everyone counts. Everybody can make a difference. I hope that my next role can impress this for my new client or employer.

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Author: Nick Davey

Evangelist, Strategist, Leader, Implementor, Author, Speaker and all round nice guy, Nick has built his entire career on improving the management of customers both from a customers perspective "looking in" and from within an organisation "looking out". You might call it CRM. Customer Relationship Management or, as Nick often says, Constantly Realigning Misconceptions. Nick reiterates that his comments are his own personal comments and do not necessarily reflect the opinions, strategy or views of any previous employer or customer.. He is delighted to be impartial and able to share ideas with open minded and collaborative professionals around the world. Outside of his passion for CRM, Nick pursues other less demanding passions such as Scuba Diving, Native Wildlife (e.g Wallaby) Rescue and Rehabilitation, Amateur Flying and watching as much Sport as his long suffering wife will permit.

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