To get the best product or service, you’ve probably turned to online reviews or recommendations from your family or friends. Perhaps, on the other hand, you’ve also written a review online or told someone which products to pick or which companies give the best services.
These are just examples of how word-of-mouth and online reviews are key in how today’s consumers make decisions. As you may have already been aware, this case is no different from how prospective hires and clients view staffing agencies such as yours.
At times, you may be focusing too much on maintaining quality throughout the hiring process that you forget to see how these efforts translate to your reputation. While your recruiter brand reputation isn’t totally up to you, you can still have a hand on what future candidates and clients will read or hear about your firm. So how will you continue to protect your reputation then?
We’ve curated a five-step action plan to help you develop an effective reputation management strategy for your recruitment firm. In a nutshell, this includes general steps in monitoring what is currently your firm’s online reputation and building a more positive one.
Step 1: Gather and monitor what candidates or clients say about your recruitment firm.
The internet may be vast, and it will be impossible to pinpoint every mention of your recruitment agency. But it will save you a lot of time and effort if you at least know where to search.
Begin with websites related to job-hunting and professional development, such as LinkedIn and Glassdoor. Next, do some social media reputation management and focus your search on Facebook, Twitter, and other sites where you can find rants about almost anything.
Also, some apps and services can proactively search for you, like Google Alerts. Key in search words about your firm, and the app will create a list of where your staffing agency was mentioned. Use these apps to your advantage.
Step 2: Figure out a way to respond to negative feedback.
It’s tempting to shrug off complaints and hope for favorable reviews to beat them in number. But if you want to create a positive recruiter brand, you need a concrete process so that you can use troubling rants about your service to your advantage. This tactic will give these former applicants an idea that your staffing agency values what they think about your service, and they might even change what they’ve been telling others.
Here are some recommendations on how to address negative feedback:
- Assign one person in charge of monitoring. A small team that will handle escalations will keep the process going. However, a singular point-of-view to double-check these responses is compulsory in ensuring that communication is consistent. This person can be someone of stature in the firm, like the supervisor of the marketing team or someone who handles social media accounts.
- Identify response degrees. Some comments are better answered right then and there. A simple apology can appease minor lapses in the recruitment process. For some grievances, management might need to be involved first. Complaints akin to serious allegations such as discrimination or appeals in hiring decisions would have to be handled by a manager.
- Know when to respond privately. Consequently, the gravity of the complaint will also spell out how your recruitment firm will respond. Former applicants with serious complaints might have to be contacted using email or social media messaging. Your firm must offer rectification through means that are more personal and direct to the person. But for minor complaints, a reply to the public comment might do.
Step 3: Let your positive content grow about your reputation.
It’s essential to integrate all kinds of reviews when building a reputation management strategy — intercepting the negatives and banking on the positives.
The 1/9/90 rule states that, when it comes to online content, only 1% creates and contributes to content on the internet, like microblogs, blogs, and vlogs. On the other hand, 9% will participate in online discourse by commenting, sharing, and rating the said content. The remaining 90% are the “lurkers,” i.e. those who just read but don’t engage.1
Enticing the 90% to say something might be a challenge compared with simply collecting the comments of the 9%, but it’s still highly possible.
- Fill up on content that will catalyze engagement. Your social media handles and company website can present articles, videos, and even live streams about content that speaks to job hunters and possible clients. Tips on how to land the dream job and what top skills recruiters look for in 2022 are just examples of what you can post. Usually, these discussions lure browsers into jumping from being a lurker to an active participant.
Make sure to use vivid visuals in your social media posts. Mere words won’t capture netizens and not make them stop scrolling. Simple questions or polls will let your web browsers put in their two cents about presented topics. Job hunters or clients checking a box to vote yes or adding to the views of a posted video may not be much, but everything adds up to the internet traffic of your social media accounts and websites.
- Respond to positive comments about your firm. Reputation management is not only about solving negative comments but also about increasing positive content. Positive reviews are extra special because they were not forcibly written, but the former applicant felt the urge and gave the effort to word their sentiments. A simple thank you in the form of a reply comment will not only be appreciated. It will also encourage others to speak out once they see your agency actively reaching out to their applicants.
- Showcase those positive reviews. Another way to boost engagement and up your recruiter brand is to put on the forefront the kind words your staffing agency got. Put them in the spotlight for your social media followers and website visitors to see. This is also a fantastic way to convince possible clients that you are doing a superb job handling the search for quality employees.
Step 4: Calibrate the hiring process based on feedback.
Of course, documenting all kinds of feedback is necessary. Going through all these reviews will give your firm a concrete idea of what it should start, stop, and continue doing. But sorting out where specific comments apply in the recruitment process will need time and effort. In this case, rally your recruitment team in reviewing what comments have been said so far.
Take note that reputation management is a constant effort, so make sure that a dedicated person or team monitors and collects online reviews. Then, give them a few minutes in your firm’s weekly meetings to share what content they found and the action points for the team. Also, review if past recommendations collected from reviews have been actioned upon and their effects on the hiring process.
Assigning time to talk about online reviews is an effective means to awaken the entire team’s consciousness that applicants are continuously talking about the firm. It’s also a way to keep everyone in the recruitment agency on their toes to command the conversation and always put their best foot forward when approaching potential hires.
Step 5: Collect more feedback to improve your reputation management.
The five-step action plan comes full circle with the generation of further reviews. Additional feedback will reflect that getting more reviews means generating more positive content for your recruiter brand. It’s also a way to know more about what else your firm needs to fix. That is why your firm must always solicit feedback and document them properly.
Now, you can automate and streamline the reviews collection process, thanks to Great Recruiters’ reputation management platform. Your recruitment agency can identify specific areas for improvement based on what potential hires mention in their reviews. You can program reviews collection and data visualization at your convenience. Plus, you can schedule review solicitation exactly when a candidate finishes the hiring process so that their input is fresh off of memory. The system can also send follow-up requests if necessary.
Once you sign up, your firm will go through a 48-day onboarding process. In as little as two days, you’ll be gathering feedback and mastering every aspect of your five-step action plan for reputation management.
Start being proactive in serving your potential hires and creating a positive recruiter brand by booking a demo now.