The Recruiter as Brand Ambassador


18 Sep 2017

Executive Interim, Public Sector, Transformation

The Recruiter as Brand Ambassador

Having been in the industry for about 17 years, it’s hard not to reflect on the changes that have been seen. We are all carefully reviewing our processes and seeking ways to innovate and keep up and evolve with the times. We are operating in extremely austere times and it’s all about cuts, not just financially, but in terms of people’s time. That’s something we are hugely aware of, however there are certain cuts that don’t cost anything and can have quite an impact on the recruitment process.

The client that invests heavily in the recruitment process tends to get the best results. When making a key senior hire it’s vitally important to decide amongst the senior stakeholders what the essential criteria for a good hire need to be; what can be compromised on and so forth. This should be communicated with your chosen recruiter along with any pros and cons around the brand, and they will go out to industry and champion you. They will be there to encourage good applicants, to promote diversity and to be your organisation’s Brand Ambassador. They will also be your trusted advisor on the reality of the market, be that talent or cost, and they will also be able to provide you with invaluable feedback on how your organisation is perceived. Ensure you invest in your recruiter and the process, and be prepared to be flexible. Trust in their advice and feedback.

I know when I first started at Penna I was incredibly moved by the work that our creative team had done to bring to life what became a very successful campaign to replenish Haringey Council’s low staff numbers after the Baby P tragedy. The careful handling by the recruiters and the reaching out to high calibre candidates was paramount to the rebuilding of their brand. The recruiter not only plays a key part in attraction; they are also the broker and communicator during delays to a process. With all the good will in the world, day to day and unforeseen events can get in the way. Most important however, is how you reject candidates that don’t make the mark – this can really affect your brand perception. Radio silence does not lead to a positive experience for all parties. Good candidates need to be nurtured and supported through the good and the bad and if need be, encouraged to reapply in the future. In markets where certain skill sets are scarce this positive behaviour is key to ensuring a steady flow of quality talent into your organisation.

The same applies to the candidate. It is the recruiter’s responsibility to reach out to good candidates in the market and keep them informed of market conditions and forces. During a recruitment campaign, recruiters must apply rigorous interviewing techniques to attract candidates in and to get to know them. Those candidates that invest in the process and are open and honest, allow the recruiter to champion their personal brand and ensure brand alignment between those hiring and potential recruits. It’s always best to be open and honest during these processes.

Lastly having worked at Penna for almost three years now and having engaged with multiple candidates and clients, I am reminded regularly what a pleasure it is to engage with Penna’s staff during a recruitment process and that dealings are consistent and positive. This high level of customer experience has shaped Penna’s brand and resulted in it being one of the leading recruitment providers on the market. Only this year our Interim team was voted the number two provider by the Institute of Interim Management, so we have real proof that our Penna brand is synonymous with quality in the senior executive community.

Kind regards

Karen Camilleri

Lead Consultant Commerce and Industry, Executive Interim