Delivering service that provides exceptional quality and experience is a game changer. Does Talent Recruitment have an obligation to deliver the best customer experience? What is the impact on your company brand? Where do you begin?

1. Talent Recruitment ‘Customer Care’ Brief
Delivering service that provides exceptional quality and
experience is a game changer.
Author: Mike Power, Talent Recruitment Leader, U.S. GE Healthcare

2. Delivering service that provides exceptional quality and experience is
a game changer.
Does Talent Recruitment have an obligation to deliver the best customer experience?
Most people have heard the expression, ‘A person with a negative experience will tell 10 people and then those 10 people
will tell 10 more people, and so on.’ The importance of this expression has specific relevance for the Talent Recruitment (TR)
function. In many organizations the TR function will come in contact with more internal and external customers than most
functions. Note: The customer is defined as candidates and internal stakeholders.
What is the impact on your company brand?
The magnitude of combined touch points by career website visitors, applicant job posting submissions, phone screens,
interviews, hiring managers, interview participants, and social media, etc. can result in a daunting number of touch point
experiences. For example, U.S. GE Healthcare TR function will have as many as 500,000 touch points in a given year. The
impact is significant and has the potential for both positive and negative experiences for key stakeholders such as hiring
managers, employees, consumers, shareholders, and future talent.
Word of mouth is a powerful magnet and customer experience is a powerful way of differentiating the TR function as a
preferred provider and enhancing the perceived value of your company brand.
Where do you begin?
I. Define Your Customer Experience
A. Define the desired Emotional Impression that your customer will experience.
B. Create a Customer Promise to deliver the desired emotion.
II. Build a System to Operationalize the Experience
A. Create a Service Model aimed at achieving your Customer Promise that is executed systematically and
consistently.
People ‘How We Do It’ – Values, Behaviors, Language we use, Our style, Emotional feeling put
forth
Activities ‘What We Do’ – Tasks, Means of communication, Day-in-the-Life, Training, Events
Infrastructure ‘Enabling Systems’ – Technology Systems, Processes, Suppliers, Services
B. Build processes that achieve the desired customer emotional impression.
C. Implement controls to ensure quality and effectiveness are monitored.
D. Define data to be captured and create reporting to understand progress and provide insights.
E. Track, monitor, and assess ongoing in order to make adjustments and continuous improvements.
III. Enable Organization Success
A. Collective Mindset - Every person who comes in contact with a customer must demonstrate the same
behaviors. Collectively, we must take a thoughtful customer-focused approach to each individual customer’s
experience which enhances Talent Recruitment’s reputation as a preferred provider.
B. Committed People - Every person involved in the process chain is responsible for providing a great
experience. Success requires coordinated commitment, focus, and flawless execution of the Customer
Promise.
C. Connected Culture - The customer promise shapes our values, behaviors, activities, and infrastructure to
deliver the experience that achieves our desired emotional impression.
IV. Build Momentum and Execute
A. Dedicated Initiatives to accelerate transformation and gain momentum to achieve desired experience.
B. Goals and Objectives aligned to achieving customer promise across all roles and levels.