Creating a Consumer Experience for Candidates and Employees

May 26th, 2016 by

We are all aware of the changing dynamics in recruitment, employment and retention.  Companies should think of potential applicants and employeesRecruiting_and_Retention as consumers and create an experience that meets the candidate/employee needs as well as company needs to attract and retain the talent they need.

Technology, globalization, and the increased demand for top talent have changed the workplace landscape.  People can market themselves and access  information on companies and job opportunities to “shop” for what best aligns with their desires for organizational fit and personal growth.  That makes it more important than ever to think of candidates/employees as consumers and to make their experience a “delightful” one.

We have heard a lot recently about transparency.  Candidates searching for job opportunities want to learn as much as possible about potential employers up front.   Social media has made it easier for candidates to search for information on prospective employers (and vice versa).  What information is available to candidates online regarding your company from an employee feedback, social responsibility, and culture, etc. perspective?  How do you manage your organization’s social media profile?

After putting the best foot forward to hire and on-board top candidates that are the best fit for your organization, the consumer efforts shouldn’t stop here.  Treating employees as consumers and being interested in their aspirations and needs supports efforts to retain and engage employees.

According to Steve Lopez, Manpower Group, Companies talk about retention, but the culture does not always support that.  The rewards, measurement, and work environment often support retaining people in a job rather than retaining people within the organization. He proposes a consumer model for employee retention with the following components:

  • The User Experience – what are the goals, objectives and motivations for considering the job and staying with the company?
  • Content – Do you openly share the company culture, job content and expectations, opportunities for advancement and growth?
  • Functionality – What systems are in place to meet the user needs on a day-to-day basis in terms of exchange of information to support organizational needs as well as employee needs (two-way communication, receptive to employee feedback/suggestions, development plans)?
  • Interaction/Information/Navigation – Make resources available throughout the employee/consumer experience to provide what employees need to do their jobs.  This starts with the on-boarding process to educate new employees about the organization, to inform employees how to best obtain responses to their questions, inform them of tools they need and how to access various resources, etc.
  • Visual Experience – Does the desired visual experience for the employee reflect your company brand, web presence, culture, and the physical work space?

By approaching your employees as consumers you can create a world class experience and culture for your entire workforce, which enables positive business results. CAI can help with your company with talent acquisition, talent management, developing a better workplace and more.

(Source: Rethinking Retention, Steve Lopez, Manpower Group)

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