As we all – hopefully – agree by now, employer brands and talent communities don’t exist. Both are a slice/sliver/facet of an overarching brand or corporate identity and of an existing community of a brand or company.
Now that we have clarified this, let’s have a look at candidate engagement. As a Christmas present I bought some scooters. The scooters are superb and a great hit, but the company has fallen in the engagement marketing trap:
Since then, I have received several, well-meaning and well-written engagement emails, enticing me to look a videos of other people using scooters… as I must have not found the little ticked box that opted me into the engagement program. But I am not interested in watching other people scoot around, nor am I likely to purchase more scooters at his precise movement in time. The well intentioned, brand led engagement has become spam. Engagement marketing turns into annoyance marketing. The user (not the brand) defines when engagement starts and when it finishes.
It’s the same with candidate engagement (often used, but not exclusively, by so called talent community providers). Candidates come because they are interested in a job. Once they have found one or have found out that the company doesn’t have a job for them, engagement ends. Because, surprise, surprise, they have a life and many communities that they are actually interested in engaging with. By all means, send them an email wishing them luck in their next career steps but then stop. Stop bothering candidates after they have shown, often through their behaviour, that they do not want to be engaged with anymore. Otherwise the engager becomes a spammer. The spammer becomes a con artist, when engagement with candidates is prolonged as they might have use in the future. The thing with candidate engagement… and as you might remember can’t be contained in this age of social media and peer to peer communication.
Now, that we have clarified this, let’s have a look at candidate experience…