In marketing, to be successful, organizations must completely understand the
process consumers take when making decisions...what we call consumer behavior. Consumer
behavior describes the processes used by consumers to make purchase decisions. When
making these purchase decisions, consumers typically follow the consumer decision-making
process: (1) problem recognition; (2) information search; (3) evaluation of alternatives;
(4) purchase; and (5) post-purchase evaluation.
Just as consumers go through these steps when making a purchase, so too do employers go through a similar
process when recruiting for new employees.
Let's examine the steps in the process:
Problem/Need Recognition -- whether it is to replace one position or to
hire for a new division or new branch office, employers must first recognize
that there is a need to hire.
Information Search -- active information search. For employers, this
active information search may include any or all of the following: reviewing "uninvited"
job requests, recruiting on college campuses, recruiting at job and career fairs,
placing job ads (online or in print), utilizing headhunters, promoting from within,
networking with colleagues, using the Web.
Evaluation of Alternatives -- depending upon the size of the company and
the number of positions needed to be filled, several people may be involved in the
evaluation stage, including:
the person who reviews applications (either in the department or in
the human resources department) and determines who looks "best on paper" and
continues in the process and who gets put into the "other" stack.
the headhunter -- if one is used -- that does the initial screening
for employers and forwards a select group of names to the employer.
the corporate recruiter, who interviews hundreds of students or other job applicants
(usually for short periods of time) in a given week, and must make quick
judgment calls on who should continue in the process.
the person (or persons) who interview the applicants.
the person making the hiring decision.
Purchase Decision -- where the company decides on its top
candidate and makes a job offer.
Post-Purchase Evaluation -- involves determining if the right
choice was made. For employers this step includes probationary periods,
performance appraisals and evaluations, sometimes often during the first year, hopefully with
the continued purchase of services.
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Quintessential Careers Journaling Course module.
