Authenticity is a key trait for any hiring expert, and it’s becoming increasingly important as a cornerstone of wider external communications strategies. Here’s why it’s become critical for agencies to be more honest with their audiences, and how they can develop their authentic voice.
Recruiters are truly at the coalface. They are engaging with potential clients and candidates, meaning being authentic isn’t just a nice-to-have, it’s a must. The sector is inherently personal; You are dealing with people’s careers, aspirations, and futures. In this world, as you’ll know, trust is paramount, and authenticity breeds trust. It would be fair to say that the modern-day consumer is far more cynical, savvy and discerning than they were in the past, pre-social media, meaning that attempts to bend (or snap) the truth, will not work. Once that level of trust is broken, it’s difficult to rebuild. Anyone who watched England’s performance in the Euro 2024 group games against Slovakia, and compared it to the way the same match has been spoken about by Gareth Southgate will recognise this feeling. The former England manager has faced a barracking in the press, and much of the pressure could have been avoided if he had accepted that the performances were below standard, as anyone viewing them could see.
By being transparent and honest – within reason, obviously (don’t follow Gerald Ratner’s lead) - you’ll build stronger, longer-lasting relationships. You’ll see this in your day-to-day roles; for example, exaggerating the perks and quality of a particular job to a candidate is one sure-fire way of quickly burning that bridge once the individual realises the reality doesn’t match the sales pitch. In all likelihood, that candidate won’t be coming back to you next time they’re searching for a role. People appreciate honesty, and they are more likely to recommend your services to others when they feel you have been transparent and truthful.
Effective and authentic communication builds an emotional connection, which is vital in recruitment. When you communicate authentically, you show your human side, making it easier for candidates and clients to relate to you. This connection is especially important when professionals are making significant life decisions, like changing jobs and employers.
This doesn’t just apply for candidates; it also works on the client side too. Clients want to work with recruiters who understand their needs and provide honest assessments. By being transparent and authentic, you build stronger, more collaborative relationships with your clients. They will appreciate your honesty and be more likely to return to you in the future.
This is why real-life success stories are so valuable. This could be through case studies, testimonials, or video content. These authentic narratives demonstrate your commitment and success, making your brand more relatable and trustworthy.
But how do you develop your authentic voice and then feed this into your branding and marketing efforts?
The first step is to define what your voice is. This should ideally reflect your core values and mission (if these don’t align with the reality of your organisation then you have other issues to deal with). It’s about being consistent and genuine in every piece of communication, whether it’s a social media post, a job ad, or a client email.
You should look to develop this voice in tandem with your workforce. These are the people who represent your company and, along with your external communications activities, are the main window a potential candidate or client will have into your business. This means developing a brand and voice that is aligned with your employees’ views and personalities is key.
The same principle applies with all of your communications and marketing activity. If you’re promising the world and delivering little then your relationships won’t last long. Instead, if you’re honest and communicate like a human, you’ll likely benefit from stronger relationships. Social media is a great example of this – consider the types of posts that you prefer seeing. Are they corporate, character-less posts, or more honest ‘warts-and-all’ types that present real issues that resonate with you and others? If you said the former, congratulations – you are perfectly set for the rise of AI. However, I would think – and hope – the majority of readers would say the latter. While there is a time and place for polished, shiny business marketing speak, most modern-day consumers will see right through it if this is your main focus.
As well as building stronger connections and relationships, being authentic in your communications also has other benefits. It can help to provide an enhanced candidate experience. Candidates who feel valued and understood are more likely to look upon your organisation favourably. This positive experience not only makes them more likely to accept job offers, but also to recommend your services to others. An authentic approach ensures that candidates feel genuinely supported throughout their job search journey.
It also helps support the development of a stronger employer brand. If other professionals can see your workforce is allowed to be themselves and contribute to wider overall messaging, it makes you a more attractive proposition as a potential employer.
The benefits of authenticity extend far beyond immediate trust and engagement. They have a profound impact on the long-term success and reputation of your recruitment firm. Essentially, don’t follow Gareth Southgate’s lead, be yourself and you’ll see the impact shine through.
If you are looking to improve your communications output, then speak to our expert team to find out how we can help.
With over a decade’s experience in PR, marketing and communications, Bruce develops and executes media relations, content and social media strategies for firms in the recruitment and hiring industries, as well as suppliers to those sectors and other organisations both in the UK and internationally.
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