August 25, 2023
In today's fast-paced business environment, effective candidate communication is crucial for successful employer crisis management. The way employers communicate with their candidates during times of crisis can significantly impact the overall employer brand, candidate engagement, and ultimately, the company's reputation. In this article, we will explore the importance of candidate communication in employer crisis management and discuss strategies, platforms, and best practices to build candidate engagement and nurture relationships during challenging times. By leveraging technology and implementing effective communication strategies, employers can navigate crises successfully and maintain a positive employer brand.
In times of crisis, maintaining open lines of communication with candidates is more crucial than ever. Candidates are not only interested in their own job prospects but also in the overall stability and future of the company they are considering. By proactively communicating with candidates, employers can address any concerns or uncertainties, providing reassurance and maintaining trust. Moreover, effective candidate communication during a crisis demonstrates transparency and empathy, which are highly valued qualities in any organization.
To effectively manage candidate communication during a crisis, employers should prioritize timely and accurate updates. Providing regular updates on the situation, the company's response, and any potential impact on candidates can help alleviate anxiety and ensure candidates feel informed and supported. Employers should also be prepared to answer questions and address concerns promptly, either through direct communication channels or by providing a dedicated FAQ section on their website or candidate portal.
“Knowing your values gives you a beacon, or a lamppost, that can inform how you’re going to prioritize your actions.”- David F. Demarest
To develop effective candidate communication strategies, employers must first understand their target audience. Candidates have different communication preferences and respond differently to various types of messaging. Some candidates may prefer email updates, while others may prefer phone calls or even instant messaging platforms. Employers should gather data on candidate preferences and tailor their communication strategies accordingly.
It is also essential to consider the tone and content of the messages. During a crisis, candidates may be experiencing heightened stress and anxiety. Employers should strike a balance between providing necessary information and maintaining a supportive and empathetic tone. Personalization is key, as candidates are more likely to engage with messages that feel relevant and tailored to their specific needs and concerns.
Choosing the right candidate communication platforms is crucial for successful crisis management. Employers should leverage technology to facilitate seamless communication and ensure messages reach candidates in a timely manner. Email remains a popular and effective communication channel, allowing for detailed updates and attachments. However, it is essential to use personalized subject lines and clear, concise messaging to avoid overwhelming candidates with information.
Additionally, instant messaging platforms, such as Slack or Microsoft Teams, can provide real-time communication and enable employers to address urgent concerns swiftly. These platforms also offer the opportunity for candidates to engage in group discussions, fostering a sense of community and collaboration. Social media platforms can also play a role in candidate communication during a crisis. Employers can use platforms like LinkedIn or Twitter to share updates, address concerns publicly, and showcase their crisis management efforts.
Effective candidate communication is not only about providing updates and addressing concerns but also about building and nurturing candidate engagement. Employers should go beyond transactional communication and aim to develop meaningful relationships with candidates. By engaging candidates throughout the crisis, employers can demonstrate their commitment to their workforce, build trust, and create a positive employer brand.
One way to build candidate engagement is by sharing relevant and valuable content. Employers can create blog posts, videos, or webinars that address common concerns or provide insights into the crisis management process. This content should be easily accessible and shareable, allowing candidates to stay informed and share the information with their networks. Employers can also consider hosting virtual events or Q&A sessions where candidates can interact directly with company representatives and gain further clarity on the crisis situation.
During times of crisis, it is essential to prioritize candidate nurturing and maintain positive relationships with candidates. Employers should focus on providing ongoing support and demonstrating empathy towards candidates' concerns. Regular check-ins, either through email or phone calls, can help candidates feel valued and reassured. Employers should also encourage two-way communication, allowing candidates to share their thoughts, concerns, and suggestions.
Moreover, employers should consider the long-term impact of candidate nurturing during a crisis. Candidates who feel supported and valued during challenging times are more likely to develop a strong affinity towards the company. Even if immediate job opportunities are not available, these candidates may become brand advocates or potential future hires. Therefore, employers should view candidate nurturing as an investment in the company's future success.
Technology plays a vital role in facilitating effective candidate communication during a crisis. Employers should leverage various tools and platforms to streamline communication processes and ensure messages reach candidates promptly. Automated email marketing platforms can help schedule and personalize communication at scale, ensuring candidates receive timely updates and relevant information.
Additionally, employers can utilize applicant tracking systems (ATS) to manage candidate communication more efficiently. ATS platforms often offer features such as automated email templates, candidate segmentation, and real-time messaging, allowing employers to communicate with candidates seamlessly and track their engagement. These platforms can also help employers gather valuable data on candidate preferences and behaviors, enabling continuous improvement of communication strategies.
To gain insights into effective candidate communication strategies during crises, let's explore a few case studies.
Cracker Barrel:
Issue: You never know what the internet is going to find and amplify, but for Cracker Barrel, it was Brad’s wife. In February 2017, Bradley Reid posted on Cracker Barrel’s corporate website asking why his wife Nanette had been fired from the retail-manager job she’d held in an Indiana Cracker Barrel for 11 years.
Solution: The restaurant’s crisis management was, apparently, not to treat this like a crisis. They kept quiet on the issue, never publicly addressing the movement or Brad’s wife. While you’ll still find a few #NotMyCountryStore hashtags littering Cracker Barrel’s social media channels, the firestorm has mostly passed. And the crisis didn’t appear to have any negative effects on the brand’s financial performance.
Pepsi:
Issue: The joys of flying under the radar have probably never seemed so blissful and sweet to Pepsi execs. In April 2017, Pepsi kicked off a new ad campaign with a commercial starring Kendall Jenner. Over the next 48 hours, the “short film” received nearly 1.6 million views on YouTube.
Solution: The brand released an statement in defense of the campaign saying, “This is a global ad that reflects people from different walks of life coming together in a spirit of harmony, and we think that’s an important message to convey.”
However, overnight, Pepsi pulled the ad and paused the campaign entirely. A second statement followed: “Pepsi was trying to project a global message of unity, peace, and understanding. Clearly, we missed the mark, and we apologize.”
The response was heralded for its speed and straight-forward nature, but many predicted it would take a while for the brand to recover from this “worst ad ever.” Now, in 2022, it seems that Kendall Jenner will never escape the backlash surrounding the incident, leaving Pepsi to continue on successfully post-crisis.
Implementing effective candidate communication strategies during a crisis requires the right tools and resources. Employers can leverage various technologies and platforms to streamline communication processes and ensure consistent messaging. Email marketing tools, such as Mailchimp or Campaign Monitor, offer features like automated email sequences and personalized templates, making it easier to communicate with candidates at scale.
Applicant tracking systems, such as Workable or Greenhouse, provide a centralized platform to manage candidate communication and track engagement. These platforms often integrate with other tools like email marketing platforms, enabling seamless communication workflows. Moreover, crisis management resources, such as communication templates, crisis response plans, and best practice guides, can help employers navigate challenging situations and ensure effective candidate communication.
Human resources (HR) plays a crucial role in candidate communication during times of crisis. HR professionals are responsible for crafting and delivering effective messages, ensuring timely updates, and addressing candidate concerns. They should collaborate closely with other departments, such as marketing and PR, to ensure consistent messaging across all communication channels.
HR should also act as a liaison between candidates and company leadership, providing insights into candidate concerns and feedback. By actively listening to candidates' needs and relaying them to decision-makers, HR professionals can influence the development of crisis management strategies and improve overall candidate experience. Additionally, HR should continuously evaluate and improve candidate communication processes, leveraging data and analytics to measure the effectiveness of strategies and make necessary adjustments.
In conclusion, effective candidate communication is a key factor in successful employer crisis management. By prioritizing timely updates, understanding candidate preferences, and leveraging technology, employers can build trust, maintain candidate engagement, and protect their employer brand during challenging times. Nurturing candidate relationships and providing ongoing support demonstrates empathy and can lead to long-term benefits for the company. HR professionals play a crucial role in crafting and delivering effective messages, ensuring consistent communication, and bridging the gap between candidates and company leadership. By implementing best practices and utilizing the right tools, employers can navigate crises with confidence and emerge stronger, with a positive employer brand intact.
Candidate Engagement
