We were retained to conduct a search for a VP of Marketing. The position had been open for more than six months, during which time the company had interviewed ten people who showed little interest in the position or the company. In fact, one offer had been turned down. At first glance this seemed strange, since it was a good company offering reasonable compensation.
Shortly after contacting prospective candidates working for competitors and in related industries, the mystery became clear. The company had a reputation for high turnover, lack of innovative products, poor leadership and low pay. One candidate stated, “It’s known as a “burn ‘em and churn ‘em company.” Another candidate stated, “I’m interested in hearing about the position as long as it isn’t X company” of course it was X company. All of these issues had been true three years back, but new management had since come on and started changing things. The reputation, unfortunately, lagged behind.
In conjunction with the company we put together a marketing plan beginning with changing the Web site. We encouraged the company to address the baggage of the past while emphasizing the changes that had been made The redesigned site also included testimonials from happy employees, information about the improved company benefits and management’s new commitment to employees. Another section discussed the company’s new products and how they were performing in the marketplace, as well as the company’s dedication to R&D. Finally, we changed how potential candidates were treated when they came in for interviews. All interviews were now viewed as a PR event.
As
a result, even if a candidate didn’t end up getting the job, they still
walked away with a completely different image of the company. Most
walked away now wanting the job.
We ultimately filled the search with a candidate who originally told us she didn’t even want to interview. In fact, she told us the same thing three times before finally agreeing to an interview. She came away overwhelmed by the change and impressed with the new management. She was eager to go to work for the reborn organization.
Understanding your company’s reputation is an important issue when conducting a search. Regardless of your reputation, developing a compelling marketing plan is key to a successful search. Ensuring your company’s image is well received by candidates will help you attract more top candidates and reduce the cost per hire.
Start with your Web site, as this is the first place all candidates go once hearing the name of the company.
Remember all interviews are a PR event.
