While this article from the FT is about products, brands and businesses the same lesson can be learned from candidates.
There are tools out there that allow you monitor the deepest darkest corners of social media (and the web) and provide you with an overview of the public's sentiment.
This deep analysis, coupled with a strategy around how you manage social communities to build advocacy, will help showcase to potential candidates the positive aspects of starting a career with you.
Unfortunately we are tasked against overcoming the negative bias that exists in all of us. Let's say you have ninty-nine candidates go through a great application and onboarding process. Then, one candidate has a poor experience. Guess who is most likely to turn to social media, or to their friends, and tell them about their experience? That's right, it's the negative experience.
Even when you get a tonne of positive reviews, let's say on a product you're looking to buy on Amazon, as soon as you read one negative review you immediately question you purchase decision.
That's why it is important to ensure that every stage of your candidates journey is as smooth as possible, whether or not they end up applying, or if they are regretted.
If you're wondering about your own candidate journey please reach out, I'm always up for a coffee and a chat.
A couple of years ago, I got lost in rural New South Wales because there was no phone coverage, which meant Google Maps wouldn’t work. I made a note to buy a TomTom, as old-fashioned satnavs don’t depend on a data signal. So when a deal on a TomTom came up last Black Friday, I bought one. It was not a great decision. It's telling that the same model is still available at close to the Black Friday price. I had forgotten Google Maps can now work offline, but the surprise was how clunky and antique a TomTom seems today. I was disappointed enough to tweet about it. So why did I bother to flag up my dud purchase? Chris Palengat, an advertising veteran for Mars and Cadbury Schweppes among others, offered me his theory at his new non-advertising company.