In this article, I am going to use the term “customer” interchangeably. It will refer to our candidates, clients, managers, co-workers, vendors, telemarketers, government, and walk-ins. Let’s make it simple, “customer” will refer to any person you interact with for any reason.
The concept of branding through customers is about creating a great experience with every single interaction. It’s about seeing every interaction as an investment in building your brand. It’s about creating a positive word of mouth. It’s understanding your culture is your brand, and your brand isn’t just about recruiting. It’s about creating great experiences.
Recruitment is a high touch-point business. All we do is interact with people, which is a huge opportunity. There are unlimited opportunities for you to build your brand by creating great experiences.
- Answering the phone
- Leaving voice mails
- Sending emails
- First point of candidate
- Pre-screening candidates
- Interviewing candidates
- Calling references
- Presenting candidates to clients
- Arranging interviews
- Post-interview follow-ups with clients and candidates
- Onboarding candidates
- Confirming candidates to start work
- Post-placement follow-up with client and candidate
- Conflict resolution
The telephone is one of the best branding devices available, because you have your customer’s undivided attention for a period of time. If you get the interaction right, your customer will remember it for a very long time. The opposite is also true. One bad experience can spread like wildfire.
The majority of calls do not result in a placement, so don’t try to maximize every interaction. Aim to build a life-long relationship with your customer, increasing the lifetime value of a customer. Just because you can’t place someone today, doesn’t mean you can’t place them tomorrow. Lifetime value is a moving target but if your able to create a great experience, your customer will remember you. When the time is right, you will be the first person they call.
Focus on engaging with your customer and then building trust. Differentiate yourself. Go above and beyond. Do something a little unconventional. Be a little weird. If you create a great experience everything else will fall into place. It will create an emotional impact on your customer and create a lasting memory.
There are no scripts on how to engage, build trust, or create a great experience, because your true personality should show in order to develop a true personal connection. We trust our people to use their judgment, and that they will do what is right for our brand—no matter what.
Customer service isn’t just a department, it’s company-wide. Let your customers help spread the word.