Why should firms treat job applicants like valued customers?

"An important aspect of employee recruitment and selection involves treating job applicants as valued customers; in fact, some applicants may be customers of the firm. A meeting with a human resource representative is often a first exposure to the company an applicant is applying to work for, and firms must provide good customer service to applicants if they expect to hire the most qualified employees. Companies have several opportunities to create a positive impression of their organization during the employee selection process, including in-person greetings at a job fair or at the interview itself; phone calls from a human resource professional to set up the interview and any follow-up conversations; e-mail correspondence to acknowledge receipt of an application and to thank applicants for submitting their job application; and a thank-you note from the employer following the second interview. Ritz-Carlton Hotels provides applicants with a personal demonstration of its service-oriented culture. Applicants receive a warm welcome, beverages and snacks, standardized screening, a professionally developed structured interview, a personal farewell, chocolates, and formal thank-you notes. Those who are considered for positions but later rejected receive another note. Ritz-Carlton wants to make a good impression because an applicant could be a future Ritz-Carlton hotel guest, or the son or daughter of a guest. Ritz-Carlton continues to show exemplary service during the employee orientation process. Every employee must go through seven days of training before ever working in a Ritz-Carlton. Two full days of the orientation are devoted to the Ritz-Carlton values and philosophy. The goal is to create a significant emotional experience for new employees during their first few days. Horst Schultz, former president and COO of the Ritz-Carlton, first implemented the motto “We Are Ladies and Gentlemen Serving Ladies and Gentlemen” in the mid-1980s, and the motto remains at the heart of the company’s values."