Selling the employer to the candidate

Selling employers to candidates

Candidates can get turned off an employer or job before they even step foot through the door if any part of the recruitment process is poor. That places a huge responsibility on the recruiter to get it right first time and promote the brand and position every step of the way.


Scary but true

Surveys reveal that one in five candidates thought the recruiter who contacted them was not enthusiastic. Breaking down the figures, 17 % said the recruiter wasn’t knowledgeable and 15% thought their recruiter was unprofessional. All those reasons (and more) can cause applicants to form a negative opinion of a company and make them avoid any employment opportunities that may arise.


You’re the ambassador

In a conversation between a jobseeker and a potential employer, one false step and the perfect candidate can be lost forever. This will often be down to a lack of enthusiasm or knowledge from the recruiter, rather than them committing a ghastly administrative error.

So the first rule is to remember that you are an ambassador for the company. This means reflecting its values, having the knowledge and enthusiasm expected of a senior employee and conducting yourself with integrity.

be able to discuss the company’s financial form, its strengths and future plans. This will give you, and the employer, credibility.

say: “It’s all on the Internet.”


Know your candidate

You need to know your candidate’s motivations in order to represent the employer effectively and which aspects of the proposition to prioritise. If work/life balance and longevity in a role is highly desirable (and it is for many employees in a recession) emphasise the training opportunities and flexible working benefits. If challenge and creativity is what drives them, have examples of the cutting-edge fields the company is involved in and people who have risen through the ranks.

Do say: “This employer is a good fit for you because…”

Don’t: Cite a list of technical skills that the job requires and say “you tick the boxes”


Communicate brilliantly

In your role as matchmaker, you have to communicate with both the employer and the candidate to create the chemistry that will result in both parties saying “yes.”

It goes without saying that you should email promptly at every stage. But it’s not enough to send a candidate off to interview and then phone them back with basic praise, you need to go into detail if you can. The candidate may have a few other opportunities lined up and will choose the one where they can envisage working well and prospering.

Don’t say: “It went really well they liked you.”

Do say: “The hiring manager particularly liked the fact you have direct marketing experience but are willing to learn about new marketing techniques.”


Begin the induction now

Once the candidate has signed the contract, your job is not over. As the matchmaker you want the relationship to be long-lasting, and this is all about providing relevant information and managing expectations. Make sure copies of the contract, company handbook and induction are sent to the new hire promptly. Let them know you are their first port of call if they have any questions prior to the start date.


What if a candidate refuses the offer?

  • Call them immediately and ask pleasantly but directly what the problem or concern is and address it.
  • If any doubts surface, arrange for the manager to call directly and have a conversation to allay fears.
  • Don’t be afraid to ask whether it is for family reasons, particularly if the job requires relocation. If this is the case, don’t try and change their mind but learn for next time.
  • Be grateful it has happened now, rather than a no-show on the first day.


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