The importance of reflecting your brand throughout the recruitment process

  19th February 2018       Michelle Turner
 Company News, Accounting & Finance, Employment, Human Resources, IT & Software Solutions, Office & Commercial, Recruitment

With branding and the customer experience being at the forefront of most companies’ minds, the candidate experience can often be overlooked when recruiting. It is vital that you assess your recruitment process and the candidate journey, after all, recruitment impacts on your brand too.

In many cases companies put a great deal of emphasis on a positive customer experience, but can the same be said for your internal recruitment process?

Even the best brands can sometimes have the most complicated processes. Whilst finding exceptional talent is all important, making sure you don’t lose any talent throughout the process is fundamental as well. Here are our tips for assessing and streamlining your recruitment process.

An insight into your brand

Encourage candidates to input their information and carry out some form of self-summary. If they are happy to complete the online application, you will quickly whittle out the few that can’t be bothered, allowing you an insight into basic grammar, spelling and accuracy in their application. Utilise the online system to showcase your brand and company, providing as much information as possible about the role, the organisation, its values and culture and give an insight of what it is like to work in your business.  A day in the life or case studies work well at this stage too. Make sure the job description and title reflects the role and is not generic to ensure you get the right candidates applying, this also allows candidates to deselect themselves if they are not right, saving you a lot more work.

The right balance for benchmarking

Online assessments can take many forms and can depend on the position you are recruiting for, general benchmarking is fine but if the tests are more specific, make sure it fits with the role and you can justify asking the candidate to spend time completing it.

We would suggest that the recruiter or at least current employees in those same roles take the test to benchmark the data and make sure it is the right level for the candidates you are after. Pre-screening or benchmarking particularly in high volume recruitment can be helpful in shortlisting and will help free up resources for the other stages of the recruitment process.  If the assessment method appears too rigorous or even irrelevant to the role in the online process, it can cause candidates to deselect themselves too early.

The candidate experience

According to job site, Glassdoor; 74% of its users are more likely to apply to a job if the employer actively manages its employer brand. (e.g. responds to reviews, updates their profile, shares updates on the culture and work environment.)

With this is mind, put yourself in their shoes, how does the candidate feel throughout the process? What impression are they getting of your brand at each stage they enter into? As research shows, news of a bad customer experience reaches more than twice as many ears as praise for a good service experience which could result in the loss of potential business and new recruits as well.

A recent Linkedin study revealed that nearly 4 in 5 candidates (78%) say the overall candidate experience they receive is an indicator of how a company values its people.

Map out the candidate experience from end to end, thinking about what the ideal responses should be at each stage, and then manage the candidates experience against this. Provide feedback at each stage of the application process, unsuccessful or otherwise and personalise the notification, the feedback will help them in the future and the experience will show positively against your brand and company values.

Realising the cost of a bad hire

A report from the Recruitment & Employment Confederation (REC) has found that for a shocking two out of five roles, UK businesses are failing to hire the right candidate despite the financial impact it is having on the company. Over a third (33%) have overlooked the financial impact believing that hiring mistakes cost their business nothing, when in fact, a poor hire at mid-manager level with a salary of £42,000 for example, can cost a business more than £132,000.

New research from UK independent job site, CV-Library, shows that when asked what they felt the best way to ensure poor recruitment doesn’t cost their business, the majority (55.3%) of recruiters felt that it was necessary to thoroughly research candidates before inviting them for an interview, in hope that this will eliminate any surprises that may emerge at a later date. Furthermore, 21.3% said that keeping recruitment costs down by using tools such as job boards and social media was a strong approach to take, while 17.7% believed that building a strong employer brand would help.

Entrust in a reputable Recruitment consultancy

Requirements for a new position are sometimes required to be more specialist and this means, as an employer, it’s invaluable to have a specialist on hand who understands and has access to a database of candidates in your niche area. Sourcing, profiling and screening candidates may not be within the skills of your in-house team, it is a good idea to partner with a reputable recruitment agency to supplement your efforts. Good recruitment companies use traditional, people-focused recruitment strategies for candidate selection and campaign management, this also allows you to dedicate much less time and internal resources to recruitment and concentrate instead on driving your business forward or focussing on the higher volume easy to fill roles.

Review regularly

Having researched and implemented your online testing, as with any process it is important to monitor and review the performance and through statistics ensure it is effective in the recruitment process. Getting feedback from the candidates themselves will give you a good idea of how it is viewed externally so you can see what is working and what can be improved upon next time. Use the data and analytics within your business to assess what skills, characteristics and behaviours make up your top performers and harness that to help identify your new recruits.


Once you have made the hire, creating a strong on boarding proposition is a chance to channel the enthusiasm of a new starter and engage with the team and the company culture. This engagement leads to quicker and more embedded employee commitment and could ultimately be the deciding factor in whether an employee decides to stay or go during that probation period. This commitment will mean they have embedded themselves in your culture and buy into your values. That’s why it’s vital to have a great on-board strategy and then invest in them in order to hold on to your talent and unlock people’s full potential thus retaining talent for the longer term.

At Bond Williams we specialise in 4 areas of recruitment – Office, Accounting & Finance, IT and HR. We are happy to help and guide at any stage of the recruitment process, call us on 01202 233777 for further advice and information.

Michelle Turner

Recruitment Consultant

Michelle works alongside Charmaine sourcing superstars in the realms of Information Technology! Michelle is driven by her passion and dedication to delivering IT recruitment services in an ethical manner to both candidates and employers. Some of her key accomplishments include improving staff retention levels, reducing recruitment overheads for the long-term …

Keep in touch