Recruiters as brand ambassadors – as opposed to salespeople - for your organization

Let’s face it. It’s a candidate-driven marketplace out there. It is more difficult than ever to attract and retain qualified employees. As a recruiter, you’re charged with filling open positions with the most qualified candidates. But there’s more to it than attracting top talent; you need to find the right match for your organization so every hire becomes a productive, engaged, long-term employee. Competing for talent in a buyers’ market requires the recruiter’s role to evolve from a transactional salesperson to a brand ambassador – responsible for establishing the organization’s reputation as a desirable place to work, and keeping the attention of both today’s and tomorrow’s job seekers. Just what makes a brand ambassador and how can you get there?

Convey Your Brand

As an ambassador, your job is not to sell applicants on your company. Instead, you want to serve as a matchmaker, accurately communicating the organization’s brand and identifying applicants’ individual brands to find an ideal match.

What do we mean when we speak of a brand? In this context, it’s not a marketing term. Your brand is your organization’s essence – it’s core values. It helps to think of the organization as a person and assign personality traits to it. Is your organization resourceful, adaptable, creative, independent, serious, spontaneous, responsible? And you’ll need to think beyond the organization’s brand to consider both the department and hiring manager’s brands as well.

You, as a recruiter, are the initial human point of contact for your company’s brand and are in the unique position of using both your experience and your discretion to make vital hiring decisions. You’re searching for a brand match – the perfect relationship where both parties share parallel goals and approach professional life in similar way. 

Salesperson Versus Ambassador

What is ambassador-style recruiting? Essentially, it boils down to respect for the candidate. A respect for their time, their goals, their skills and their potential contribution to your organization. Here’s a look at some of the pronounced differences between salesperson- and ambassador-style recruiting. 

Salesperson-Style Recruiting

Ambassador-Style Recruiting

Match based exclusively on resume to job comparison

Match based on meeting the brand vision and goals

Focus on easily-defined “hard” skills

Consideration of “soft” skills like leadership, oral and written communication

Success based on filled vacancies and speed

Success based on engagement

On-boarding is company-focused (internal tasks and paperwork)

On-boarding is part of the employment experience and geared to promoting early success

Applicant Experience and Onboarding

An ambassador-style recruiter should understand what’s it like to be an applicant, and hone the recruiting and onboarding process to be an overall positive experience. The Society for Human Resource Management (SHRM) reports that new employees decide within the first 30 days whether they feel welcome in the organization, and that one in 25 leave their jobs because of a poor (or nonexistent) onboarding program. There are areas in the applicant experience to focus on: 

  1. First impressions: Are your job listings up-to-date and does the language accurately reflect the position and the ideal applicant? Do the listings help convey your brand? Do applicants receive confirmation of the submittal of their resume or application?
  2. Process: Does the process move smoothly with organized, timely interviews? Do you process resumes efficiently? Are non-selected applicants politely notified?
  3. Finalization: Is the onboarding process geared to the applicant? Do they have the tools they need to succeed? Are early expectations communicated?

As part of the applicant experience, we can’t stress enough the importance of treating each applicant with the respect they deserve. You should be looking to attract not just today’s applicants, but tomorrow’s as well. Today’s runner up may be tomorrow’s perfect candidate.

The ambassador-style recruiter is focused on building relationships, not closing deals. By putting the applicants’ first, respecting their time and individuality, and meshing their brand with yours, your organization has the best chance to win top talent - today and beyond.

Views: 752

Comment by Jackye Clayton on November 23, 2016 at 1:12pm

You bring up some really great points. It is really a relationship building business...

Comment by Nicole Antonio-Gadsdon on November 25, 2016 at 12:27pm

Great reminders and brainpokes for human-centric hiring  - creating an authentic candidate experience that will attract and encourage top talent to join your business. There is work to be done HR / Recruiter.

Comment by Mark Jackson on December 22, 2016 at 11:41am

Thank you for the comments regarding this article! 

Comment by Keith D. Halperin on September 26, 2017 at 2:02pm

I'm not here for relationship building, I'm here to put butts in chairs...

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