Improving Candidate Experience Within Recruitment

Historically, the recruitment process has been primarily focused on the needs and priorities of the employer. However, as the job market has become more competitive - and candidates have more options and higher expectations - many employers are now prioritizing the candidate experience in their recruitment strategies.

This article looks at what candidate experience is, and how to create a positive one.

What is candidate experience?

Candidate experience refers to the collective interactions and perceptions that job seekers have during the recruitment process, from the moment they first interact with the employer's brand to the final decision of whether to accept a job offer or not.

It encompasses all touchpoints that a candidate has with an employer, including initial job postings and job descriptions, online application processes, communication with recruiters and hiring managers, scheduling and conducting interviews, and receiving feedback on their application.

It’s an area that’s gained significant traction in recent years, yet despite this growing recognition some employers still overlook the importance of candidate experience - either due to a lack of resources or a lack of understanding of its impact on recruitment outcomes.

Why is candidate experience important?

Candidate experience is crucial because it directly impacts an organization's ability to attract and retain top talent.

A good candidate experience can create a positive impression of the employer's brand and culture, which can help to attract a higher volume of qualified candidates in the future. Additionally, job seekers who have a positive experience are more likely to accept job offers, reducing time-to-hire and recruitment costs.

On the other hand, a negative candidate experience can damage the employer's reputation and discourage potential candidates from applying for future positions. Negative reviews from job seekers can spread quickly through social media and job review websites, causing long-term damage to an organization's employer brand.

It’s therefore essential for employers to improve the candidate experience to uphold a strong reputation and remain competitive in the job market.

What are the benefits of a positive candidate experience?

A positive candidate experience is beneficial to both candidate and employer alike. For hiring organizations in particular, the benefits can lead to a more engaged and more productive workforce, and a healthier bottom line.

1. Attracts a large pool of high-quality candidates

A positive candidate experience can attract a larger pool of high-quality candidates who are more likely to apply for open positions and recommend the organization to their network.

This increased interest in job opportunities can reduce time-to-hire, allowing employers to fill open positions faster with high performing employees.

2. Enhances your employer brand

A positive candidate experience can enhance an organization's employer brand, which refers to its reputation as an employer. A strong employer brand can help attract top talent and improve retention rates.

Candidates who have a positive experience are more likely to share their experience with others, creating a positive impression of the organization's culture and values.

3. Improves candidate engagement

By focusing on the candidate experience, employers can drive higher levels of engagement throughout the recruitment process. This is beneficial, as engaged candidates are more likely to respond to requests for information, show up to interviews, and provide feedback on their experience.

This engagement can also help employers better assess candidates' skills and qualifications, leading to better hiring decisions.

4. Increases offer acceptance rates

When candidates have a positive experience during the recruitment process, they are more likely to feel valued and respected by the employer. They’re also more likely to feel excited about the prospect of working for the organization and so far more inclined to accept any given job offer.

Improving job offer acceptance rates is another way employers can reduce recruitment costs and improve retention.

5. Reduces time-to-hire

A positive candidate experience can reduce time-to-hire by streamlining the recruitment process and making it more efficient.

Candidates who have a positive experience are more likely to respond promptly to requests for information and attend scheduled interviews, allowing employers to move through the recruitment process more quickly.

6. Increases employee retention

Providing a good candidate experience sets a positive tone for the employment relationship from the outset, which in turn can help improve retention rates.

Candidates who have a positive experience are more likely to be excited about joining a company and feel more connected to its culture. This can lead to higher job satisfaction and longer tenure with the organization.

How to identify poor candidate experience

There are several signs that can indicate a poor candidate experience, including but not limited to the following.

High dropout rates

High dropout rates occur when candidates withdraw from the recruitment process before its completion. This could happen for a number of reasons, such as a poorly designed application process, a lack of communication from the employer or lengthy recruitment procedures.

High dropout rates can damage an employer brand and result in the loss of qualified candidates. They can also prolong the time-to-hire, increasing recruitment costs.

Negative reviews

Negative reviews left by candidates on job sites or social media can be a clear indicator of a poor candidate experience. These reviews can damage the employer's reputation and discourage potential candidates from applying for open positions.

Employers should monitor their presence on any such review sites to spot issues of concern.

Low application rates

Low application rates can be an indication of a poor candidate experience, where job seekers may be discouraged from applying for open positions due to a lack of information or a complicated application process.

Employers should review their job descriptions, recruitment channels, and application procedures to ensure they are attracting a diverse pool of qualified candidates.

Lengthy hiring process

If a recruitment process is unnecessarily long it can lead to frustration, loss of interest, and negative word of mouth, which can harm an employer's reputation and reduce the pool of qualified candidates.

Employers should aim to keep the process as short as possible, provide regular updates, and streamline activities using technology.

Lack of feedback

A lack of feedback can be another source of frustration for candidates, leaving them feeling ignored and undervalued. It can also mean employers miss out on potential opportunities to build positive relationships with candidates, even if they are not ultimately selected for the role.

It’s important for employers to recognize the value of providing feedback throughout the recruitment process to ensure a positive candidate experience.

How to improve candidate experience

According to research by Glassdoor, organizations that prioritize the candidate experience report a 70% improvement in the quality of hires.

Here are some steps you can take to make the candidate experience a positive one.

Simplify the application process

60% of job seekers say they have abandoned an application because it was overly complex, so the first step towards a good candidate experience is to ensure the application process is easy to understand and straightforward to complete.

This can be achieved by providing clear instructions on how to apply, including any specific requirements or documentation needed. Employers can also consider implementing an applicant tracking system (ATS) to streamline the process and make it more efficient for candidates.

It’s also crucial to ensure the application process is mobile-friendly and accessible for all. With more and more candidates using their mobile devices to search and apply for jobs, an application process optimized for mobile is a must.

Communicate effectively

It’s important to keep candidates informed and engaged throughout the hiring process, so provide regular updates on the status of the application, including any changes to the hiring timeline - from the initial application right through to employee onboarding.

Communication should be clear and concise, providing candidates with all the necessary information they need to make informed decisions about their job search.

As well as providing regular updates, it’s key to be transparent about the hiring process. Clearly communicate what it entails, including any assessments or interviews candidates will need to complete.

Provide feedback

Providing feedback is an essential component of creating a positive and memorable candidate experience, and employers should provide both positive and constructive feedback, regardless of whether a candidate is offered the position.

Constructive feedback can help candidates understand where they may need to improve, while positive feedback can help build their confidence and motivation to continue their job search.

Candidates who receive helpful feedback as part of the recruitment process are more likely to view the employer favorably and may even refer others to the organization.

Streamline the interview process

To streamline the interview process, set clear expectations from the start. This can include communicating the number of interviews, the duration of each, and the types of questions that will be asked, as well as using structured interview techniques

Employers can also take advantage of technology to conduct virtual interviews, eliminating the need for travel.

Multiple interview rounds can also be consolidated, allowing candidates to meet with several stakeholders at once, reducing the time and effort required for both the candidate and the employer.

Provide a positive experience even for unsuccessful candidates

Candidate experience is not just applicable to those who go on to be hired. Employers should aim to provide a positive journey for everyone, even those who are unsuccessful.

Send personalized rejection emails that express gratitude for the candidate's interest in the position and time spent applying and interviewing, and provide specific reasons for not selecting the candidate, such as job fit or missing qualifications.

Employers can also offer to keep unsuccessful candidates in their talent pool for future opportunities. This can help build relationships with candidates and create a positive impression of the organization.

Ask for feedback

Feedback is essential for understanding things from the candidate perspective, yet 75% of job seekers say they have never or rarely been asked for feedback after an application.

Look to understand the experience from the other side, either by collecting feedback through post-recruitment surveys, and/or by asking candidates for their opinion as part of their interview.

Employers who are committed to recruiting top talent should always be looking for ways to improve their processes. By soliciting feedback, you gain first-hand insight and can work towards a more positive experience for all future candidates.