Your company’s lack of manners kill your brand. Or, so I hear from my job-hunting clients and read in the news.
The Wall Street Journal reports that 2/3 of workers disrespected during the hiring process are less likely to purchase from the disrespecting brand. And they tell their friends all about it. If your company hires, you turn down a lot of people; people who may still be your customers. You may want to know that people who felt they were respected but turned down during hiring were just as likely to purchase from the company after they missed the cut.
I once interviewed for a job to point of being flown to the home office for a lavish dinner with senior execs. With all that expensive time and expensing, I figured I was one of the finalists for the gig. I expected a follow up call within a week or two telling me their decision. Months later, crickets.
A couple years later, they called again: “You made such a great impression that we would like to talk again.” Their brand was tarnished by their lack of manners and the sense that the organization’s leaders did not respect people. One of my mentor’s taught: “If they treat you bad while you’re dating, they’ll treat you worse once you’re married.” I politely declined.
Another couple years passed when the organization made the news. They’d lost several million dollars in a legal dispute with a group of mistreated employees. All four of the execs at my dinner party were named and fired.
When you turn someone down and they abandon your brand, it’s not about sour grapes, it’s about your manners.
Winning Ethics Questions
- What’s your process for contacting candidates who you do not hire?
- How do you build brand loyalty with every person you interview?