November 6th, 2017 by Oren Smilansky

Logic suggests that, when applying for jobs, people gravitate towards the companies they know and admire. This means that there’s a good chance that someone who is applying to work at a firm is also one who is, or could become, one of its most valuable customers.

Yet many would argue that top companies have failed to recognize this, and have neglected to treat job applicants with the same respect and kindness they reserve for their top buyers. And in doing so, they’ve risked ruining a relationship for good.

One hurdle firms have to overcome is the software that has traditionally been available to their human resources departments, argues Gaurav Ragtah, CEO and cofounder of Profillic, an AI-driven solution designed to help companies screen and test technical job candidates.

“The majority of HR and recruiting solutions are focused on making hiring and recruiting better for companies, and ignore the candidate experience,” Ragtah says. For most candidates, then, the experience “involves a dehumanizing combination of vague, intermittent communications with recruiters, long and unreliable screening processes, haphazard interviews, a lack of transparency,” and overall poor treatment. “It’s a huge turn off.”

Organizations that make an effort to create candidate experiences that parallel their customer experiences are doing themselves a huge service. “Even those candidates they pass on may become friendly advocates” within their networks, while those “who come on board will feel highly valued by the company and engage better as employees,” Ragtah says.

Profillic, Ragtah explains, tackles a common issue in technical recruiting, where engineers are asked to complete long coding challenges that sometimes don’t test them for skills that are relevant to the role. “Not only does this lead to many false positives and false negatives, but many great candidates choose to opt out, and all this costs companies lots of time and money.” The software uses short, role-specific technical quizzes that exclude puzzles and “whiteboarding” (or timed coding exercises with tool restrictions). “We focus on ensuring that candidates have a much shorter, less stressful, mentally satisfying, and hopefully rewarding, experience than they otherwise would.”

Another software vendor, Beamery, is working to help companies seem more attractive to prospective hires during the interview process. Self-described as a provider of “recruiting CRM and marketing software,” the company recently improved its software with a product called “Pages.” The package includes the option of customizing web landing pages, streamlining candidate data collection, and sending candidates automated marketing messages during and after their consideration period. Recruiters can leverage analytics to reach each applicant using data-driven decisions.

Efforts to treat recruiting as a component of CRM make a lot of sense. It’s all too easy to forget that customers typically have to work to earn money before they can spend it on a company’s goods and services. And many of these customers are employed by companies–hopefully ones that they like and would do business with even if they didn’t work for them.

 

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