Businesses that fail to apply their brand values to the interview process risk losing out on top talent and revenue, according to global research by RPO provider Alexander Mann Solutions.

The survey of consumers across the UK, US and China, reveals 52% of respondents claim that a negative interview experience would have an impact on their willingness to buy products or services from that organisation in the future.

In the UK, 58% say that a poor or negative interview experience would either ‘definitely’ or ‘probably’ have a damaging effect on future buying decisions.

The survey also shows 77% of respondents across all regions said they would be likely to share the experience within either their personal or professional network, rising to 87% in the UK.

Rosaleen Blair, chief executive of Alexander Mann Solutions, says: “Companies need to give people a consistent brand experience to ensure they don’t put off potential customers by failing them in the recruitment process. Customers are potential candidates and candidates are potential customers and as the saying goes; the customer is king.
 
“Companies invest millions of pounds in their brand, making it one of their biggest assets. However, many businesses overlook the importance of putting equal time and financial investment into their employer brand, which ultimately weakens the overall brand. To protect their investment, businesses must clearly define their brand values and ensure that they are consistently applied across all locations, channels and stages of the recruitment process.  Otherwise they risk losing out both on potential talent and revenue – neither of which is an option in the current economic environment.”


The report is available to download at: http://www.alexandermannsolutions.com/2011/08/candidates-consumers-and-your-global-brand/