customer relationship management

CRM is a key indicator of good employee relations and work culture

When investing resources in CRM, an organisation will have insights on the candidate’s strengths and areas of improvement.

An organisation’s Candidate Relationship Management (CRM) practice and system give a general understanding of how the Human Resource team or People managers succeed in cultivating contacts and relationships with a prospective candidate.   Various activities or tasks in managing professional relationships with prospective candidates could be used during the entire recruitment process or for future hiring whenever the requirement arises.  The candidates could be among the database of university graduates they met at campus interviews, former interns, trainees and even old employees who may consider returning to the organisation or those candidates who were connected during a job fair.

Regularly communicating with the prospective recruits and giving them updates will certainly build a relationship much beyond the hiring process.  This relationship strategy during hiring holds good, showing positive impact even after employee on-boarding and further into employee relations.  Satisfied employees are brand ambassadors for organisations that will lead to attracting top talent, going forward.  Interactions with candidates can be more effective when the candidate’s data is captured from various sources such as LinkedIN, Facebook, Twitter, blogs, other written communication in the application form and emails among other sources All reports about a certain candidate from hiring managers along with feedback from candidates about the organisation in consideration should be encouraged as they will bridge any gaps in the recruitment process. In addition, company information, updates like workplace activities that are incorporated in the organisation’s monthly e-newsletter can be mailed to candidates, to help increase online engagement all the while increasing brand awareness.

Today, with the time crunch of HR fraternity donning multiple roles in managing and training employees, it is not very practical for them to constantly update candidates on the progress at every step of the hiring process.  To make the task easier, recruiters leverage Candidate Relationship Management software solutions and deploy them accordingly.  All this help provide the right candidate experience during the entire recruitment process, thus nurturing the relationship and engaging them further.

The workforce, in today’s context, is more inclined towards organisations that are known to serve a higher, more inspirational, purpose.  In addition, young employees opt for motivating work cultures, where the job role is fulfilling and meaningful and provides an opportunity for self-expression. They want to be part of a system that can contribute profoundly to the world at large.  Organisations should invest in brand building, to showcase their work culture and passion of the mission for the benefit of future employees.  Communicating this in different ways to future hires is an integral part of CRM.  Proactive strategies from the recruiter when effectively implemented will encourage even passive candidates to sit up, evaluate their readiness and become active applicants for relevant vacancies at organisations.

The entire exercise will ensure businesses have an engaged and highly relevant talent pipeline much ahead of business demand.

When investing resources in CRM, an organisation will have insights on the candidate’s strengths and areas of improvement. To enhance the employee relationship, reference framework can be built on such details and used by team managers later when candidates are converted to employees. Managers would already have some knowledge about the new team members, even on an individual level. This understanding will act as a foundation to build effective working relations with the team members going forward.  Employee Relationship Management, no doubt, is a vital factor for workplace efficiency, happiness and employee engagement.  New employees will remain positive after having had a smooth hiring and on-boarding experience, thereby giving productivity a push upwards.

Company values, work culture, management rules, and systems and processes, all strongly influence employee interactions, creating opportunities for people to better connect. Setting the right expectations on all these aspects during the on-boarding process will prepare the ground rules for positive employee relations.  New employees being encouraged to start work on a positive note after having a good candidate experience will contribute better at the workplace and enhance employee relations, brand building and attract quality talent, so on and so forth, follows the circular path.

It will not be wrong to say, CRM is an art in itself, effectively engaging candidates, thereby improving candidate experience as it continues to reflect managing employee relationships efficiently as well.

— Manisha Dixit, HR Manager, Netrix India.

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