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Wal-Mart II (May 19, 2003) -- We got an interesting note from a Wal-Mart associate regarding our recent column. We received several similar notes.
Quite often, the hardest thing to explain to a company is the fact that perceptions really matter. While we are certain that Wal-Mart owes a great deal of its success to its 20th Century recruiting practice, times have changed. Their online employment offering is difficult to use and a serious blemish on the company's reputation. More importantly, their advertising drives candidates to a website that leaves a bad impression. They simply have not invested adequately in the processes that could keep them competitive in the 21st Century. Assuming that our correspondent is correct, Wal-Mart ought to be setting the benchmark for online employment tools, techniques and practices. Instead, they have chosen to sully their brand with an ill-conceived and badly executed offering. Candidates who do not share a 23 year history with the company will find it hard to believe that a company that is so arrogant online could be the family friendly place described in the note. More or less, all candidates eventually end up reviewing the employment section of a potential employers website. Usually, this happens well before a physical encounter. Whether or not the site is well planned and effective matters more than is easily imagined. It is the place where first impressions are formed. Wal-Mart is hardly alone in having a great employment story coupled with a bad employment website. They are fortunate to have motivated and well intentioned employees who will defend the company. Unfortunately, those same employees can do little to minimize the damage the company does to itself (unintentionally). Employment Brands really matter. Currently they suffer neglect and little accountability. As the economy moves forward, the problem will magnify. Now is the time to get the company employment site in order. Fixing it while the rush is on will only give competitors a chance to move in. - John Sumser, © TwoColorHat. All Rights Reserved.
Your ATS is a brand-building machine,
Applicant tracking systems (ATS) are about managing candidate flow, right?
Most people assume you invest in an ATS to build a talent pipeline, boost a recruiter's effectiveness,
and lower cost-per-hire.
But according to Jeremy Shapiro, Senior Director of e-Recruiting Solutions at Bernard Hodes Group,
an ATS can have a major impact on your employer brand,
as well as on the relationship you're trying to build with active and passive candidates.
In Shapiro's mind, how an ATS is designed and integrated into your candidate-care program
can be the difference between a talent pipeline bursting with potential-or
one that's dripping a slow death. Read our full interview with Shapiro at:
http://www.hodesiQ.com/branding
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