I’m on a plane flying back from HireVue’s Digital Disruption in Park City, UT this week. Really well-done user conference which is more non-user conference than user conference. Agenda loaded with great TA content, a ton of really high-level TA leaders in attendance to drive great conversation and almost no product pitch!
One of the panels they had took a strange turn down the path of whether or not, as part of a great candidate experience, TA should be making consumer offers within the apply-hire process. Basically, everyone on the panel (all retail of some sort) were really excited about their ability to drive increased revenue by sending candidates consumer offers during the hire process.
“Hey, Mary, thanks for applying for the Manager of Accounting on Wednesday, we hope to get back to you soon on the next steps! In the meantime, please feel free to use this code for 35% off regular price merchandise at the Shoe Barn!”
My first reaction was horror!
The last thing I need my TA leaders concentrating on is driving revenue. I need talent. Figure that out and then let’s talk about you and your sales capabilities!
But the more I thought I about it, the more I think I’m on the wrong side of this!
If you’re in the business of making money to stay in business, shouldn’t every single part of your organization be focused on driving revenue? I think so. Profit or Non-profit, I want an organizational culture that is about maximizing revenue so we can better serve our mission, whatever that might be.
Can TA drive revenue through candidates? Yep. The bigger your are, the more opportunity you have. Clearly, retail, dining, etc. probably have a better chance of being more successful at this task.
Word of Caution: If you want to leverage candidates to drive revenue you better first have your candidate experienced buttoned up end to end! You can’t be awful at candidate experience and think your discount offers are going to play well when the candidate is pissed off because they never even heard if you got their application!
Bad candidate experience will more than likely lead to a bad consumer experience. So, don’t think that offering a ‘Free Appetizer” to candidates who got turned down are going to make them feel better about not getting the job!
The panel offered up a great suggestion to where these offers probably fit best – after the first interview. This goes out to those candidates who you felt were worthy of the next step, give them a little thank you and an opportunity to experience your organization on the consumer side as the process moves forward.
All of these offers can be tracked and TA can actually show how much revenue they are driving to the top line of the organization. Don’t gloat too much about your $250K in revenue you gave away at a 35% discount. That margin is low, but revenue is revenue, and besides Ops, no one else in the organization can say they added to top line sales!
I actually asked one of the HireVue product people if they would be willing to tie a data point to candidates who buy the most on one of these offers! They laughed in my face! But think about the slippery slope this creates.
I want to hire ‘fans’ of my brand. My biggest fans probably spend the most in buying stuff from my brand. So, if I can offer applicants a code to buy, why wouldn’t I want to talk to the
suckers candidates who bought the most!?!
Food for thought Revenue Driving TA Leaders!