The Hidden Cost of Your Hiring Process: Your Customers

You’ve invested millions in customer experience (CX). Fancy software. Slick interfaces. Training programs that would make Disney proud.

But what if your hiring process is quietly undermining all that hard work?

Here’s the truth: Your hiring process isn’t just about finding the right people. It mirrors your brand’s values, culture, and commitment to customer experience.

Let’s connect some dots.

The Hiring-CX Connection You’ve Been Missing

Think about the last time you applied for a job. The endless forms. The radio silence. The interview process felt like it would outlast your career.

Now, imagine that was your first interaction with a brand. Would you be excited to do business with them?

Your candidates are your customers. Or at least, they could be. And how you treat them matters more than you think.

The Numbers Don’t Lie: The Growing Hiring Process Timeline

According to a recent Fast Company article, the average time to hire has gone from 13 days to 23 days in recent years. That’s a 77% increase. The article states, “This increase is attributed to extensive background checks, skills tests, and multiple interview rounds.”

But here’s the reality: While companies think they’re being thorough, they’re actually creating a perfect storm of candidate fatigue and frustration.

And frustrated candidates? They talk. They tweet. They leave reviews. Suddenly, your drawn-out hiring process isn’t just an HR problem. It’s a PR nightmare.

The Silent Killer: When Ghosting Candidates Haunts Your Brand

Let’s talk about ghosting. No, not the dating kind. The corporate kind.

I’m talking about when a candidate applies, maybe even interviews, and then… nothing. Silence.

It’s more than just rude. It’s brand suicide.

Every ghosted candidate is a potential lost customer, a potential negative review, and a walking, talking (or tweeting) advertisement for why people shouldn’t engage with your brand.

The Real Cost of a Bad Hire vs. Bad Reputation

“But we need to be thorough,” brand leaders tell me. “A bad hire costs us money!”

Yes, that is true. But so does a bad reputation.

A bad hire might cost you a few months of salary, but a bad reputation could cost you years of customer loyalty.

The solution isn’t to abandon thoroughness. It’s to redefine it.

Redefining Thoroughness: Quality Over Quantity In The Hiring Process

Thoroughness isn’t about the number of hoops you make candidates jump through. It’s about asking the right questions. It’s about creating a process that respects candidates’ time while still giving you the insights you need.

Here’s how:

1. Focus on Values, Not Just Skills

Skills can be taught. Values? They’re ingrained.

Instead of endless technical assessments, focus on questions that reveal a candidate’s alignment with your brand values. How do they handle difficult customers? What’s their philosophy on service?

Remember, you’re not just hiring an employee. You’re potentially hiring your next brand ambassador.

2. Communicate, Communicate, Communicate

Radio silence is the enemy of good CX. It’s also the enemy of a good hiring process.

Set clear expectations from the start. How many interview rounds? What’s the timeline? And, follow up! (Read this again.)

Even a “We’re still deciding” email is better than nothing. It shows respect. It shows you value their time. It shows you’re a brand worth engaging with.

3. Feedback is a Two-Way Street

Give candidates feedback. But more importantly, ask for it.

What did they think of your process? Where could you improve? This isn’t just good for your hiring. It’s good for your business.

Remember, candidates are giving you a fresh perspective on your brand. Use it.

The Offboarding Connection: Saying Goodbye Matters

The way you say goodbye is just as important as the way you say hello.

Offboarding employees with respect and transparency isn’t just good HR practice. It’s smart business. Former employees are walking billboards for your brand. Treat them well, and they’ll tell others long after they’ve left.

Treat them poorly? Well, let’s just say social media has a long memory.

I highly recommend reading and applying strategies shared in my Doing Offboarding Experience Right article  based on my podcast episode 133 with Dan Goodman.

The Ripple Effect: From Hiring to Customer Delight

Here’s where it all comes together.

A respectful, efficient hiring process doesn’t just get you better employees. It creates brand advocates, improves your reputation, and sets the tone for how those employees will treat your customers.

Think about it. If your first interaction with a company is positive, efficient, and respectful, how much more likely are you to bring that same energy to your customer interactions?

It’s a success spiral. Smart hiring sparks employee engagement. Engaged employees delight customers. Delighted customers amplify your brand. A strong brand attracts top talent. And so on.

The Customer Experience Transformation Starts with Hiring

Want to transform your customer experience? Start with your hiring process.

Because here’s the truth: Your hiring process isn’t just about finding employees. It’s about setting the tone for your entire brand experience.

Every interaction is significant; each email, interview, and decision contributes to your brand’s story.

So, the next time you’re tempted to ghost a candidate or add another round of interviews, ask yourself: Is this how I’d want my customers treated?

Because in the end, that’s exactly who you’re treating.

If you like this article, listen to my conversation with HR Industry Analysis and Author, Josh Bersin.

Doing CX Right Podcast Episode 87 is about Building an Irresistible Brand: The Link Between Employee Engagement and Customer Service.” 

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You can also watch Josh Bersin and me on YouTube.