The Assessessment Experience is Your Employer Brand

Needless to say, first impressions matter. In the race to attract top talent, employers already know that salary, compensation package, job title and working arrangements present significant impact. Few are aware that candidates evaluate a company not just in terms of what a company offers, but also how a company assesses them. The way a company assesses talents sends a message about how a company operates as on employer. By exercising careful consideration talent assessments can be designed to achieve much more than evaluating capability and fit. They create a sense of fairness and show that the company is dedicated in finding the right fit and is not merely just ticking off their checklist.

When integrating assessments into the selection process, it is important to make sure structured and validated assessments are used. With that, candidates are more likely to perceive the employer as professional, objective and fair when they feel that they are being evaluated based on job-relevant criteria.

On the other hand, an ambiguous, inconsistent or poorly managed recruitment process can cause lasting damage. Studies have shown that candidates who have a negative hiring experience are more likely to unsubscribe from services or switch providers. In industries like telecommunications, for instance, a poor hiring experience can increase the likelihood of candidates cancelling their existing contracts. It is not just about whether the person gets an offer or not, it is the entire journey that shapes a candidate’s perception of the brand. Ultimately, the recruitment experience impacts not only talent attraction but also customer loyalty.

Assessments do not have to be like traditional tests. They can be designed to be fun and engaging. One of the most encouraging feedback I received from a client, was one who had incorporated a game-based assessment exercise in their assessment centre. While the overall experience was intense and demanding, candidates found it to be exciting and memorable. In actual fact, one of their top talents, chose to join them despite receiving offers from other companies. This was due to the positive impression created by the assessment experience which he thought was unique, dynamic and engaging. It portrayed a company culture that is open-minded, innovative and willing to invest in designing experiences that matter.

Assessments are not merely tools for screening purposes, they are instruments for identifying potential. When employers use assessments that measure areas such as learning agility, skills potential and emotional intelligence, they send a clear message of long-term thinking about talent. It signals to candidates that the organisation values them, not only for what is on their CV today but also for the person they have the potential to become.

Whether or not a candidate gets the job, their experience stays with them. It shapes how they talk about the organisation, how likely they are to reapply again in the future, and in some cases, how they engage with the organisation’s products or services.

The good news? A fair, engaging and forward-looking assessment experience not only helps employers make better hiring decisions, it also strengthens the employer brand in the process.