The Quickest Way To Lose Customers


employee leaving

Are your employees also your customers? Most companies expect their employees to support them as consumers directly or even indirectly as referral sources. If you are a grocery store, I can bet your employees shop with you, and tell others about things that are on sale. If you are a bank, employees often have their checking account with the bank, and tell family members and friends why they should bank with you.

It is a given that once you are an employee, you will become a customer someday too. It would be very hard to support your company as an employee if you could not support them personally as a customer too.

So what happens if you turn away a qualified applicant as an employee and then aggressively market them as a customer? Do you think you are speaking to a receptive potential customer?

When you turn down an applicant that is not qualified for a position as far as skills are concerned, you are helping them realize that they should focus on opportunities that better match their abilities. However, when you summarily dismiss an applicant as unqualified because you didn’t take the time to read their application, resume or online profile, you are telling them a lot about the culture and what it takes to work for this company.

In recent blogs I have shared two experiences that I have had with companies that flat out only wanted female applicants. Blatant discrimination, but also that I am not valued because of my male gender. So when I recently opened my mail to a marketing package from one of these customers, I just tossed it. Yes, they may have been offering me a great deal, but why would I want to be their customer?

I doubt that the folks in recruiting have ever been trained to understand the ideal customer when sorting through applications. If I am applying for a job you want to dismiss me from pursuing, but you would still like me to be a customer, then there are ways to make both of your goals happen.

Yet anyone that is in sales and service will tell you that a great experience with a company is share with less than a handful of people, but a bad experience is more than double that number. The quickest way to lose customers is to treat your applicants as if they are disposable. Not only do you never get them as a customer, but they will make sure every family member and friend knows the truth about you too. Treating potential employees well from the beginning is a win for both of you.

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