An Employer Branding strategy has the mission of positioning a company as employer of choice ( for internal and external stakeholders). In fact, many organizations are presenting data and information about processes and their working culture in order to show their “real” and “human” face. The same need involves their recruiting strategy. Recruiting is a fundamental point of contact with the world outside the organization. Among the various data presented, it is usually possible to find the number of applications for a specific role. This kind of “tracking” is also made public by job sites like Linkedin or Glassdoor.
In terms of transparency, there is an important difference between the processes related to the transparency towards internal stakeholders and the one towards the world outside an organization. For the first, the need for transparency aims to work on the organization effectiveness, probably as result of the frustration experienced by the organization’s members. The “external” transparency is (most of the times) related to the image and the brand positioning which can lead to the frustration of the external stakeholders. In other words, the “internal” transparency is the result of an internal auditing process; on the contrary, the external one is the possible cause of frustration for the external public which leads (as consequence) to an auditing process.
Getting back to the recruiting process, the number of applications for a specific role (often) catches the attention of the “external world”. When the candidates read the number of applications for a specific role, they know how many “competitors” they have; this public information should improve the perception of transparency, but it is not always the case. It happens to read complaints by the candidates that have not been contacted or about the fact that they thought that there were too many applications for a specific role. These complaints are the possible consequences of companies’ search for transparency (for example there is no data about the number of interviews run by recruiters or how many candidates have been contacted for starting the interview process). Thus, showing the number of candidates who applied for a role does not add any value to your brand positioning. For this reason, before publishing data, the organizations need to understand which one will provide an added value to their brand positioning. In other words, organizations need to understand if their messaging will be perceived as valuable or misleading.