Improving candidate experience is often a key objective and priority as organisations design recruitment strategies.  It is such an important topic to ensure potential applicants receive a positive experience and have a good first impression.  Afterall, they may well be customers and residents in your community.  Although, how often do we consider applicants as customers, and would you create a unique experience if you did? 

In the recruitment process, several key moments can significantly impact a candidate’s experience and perception of the organisation. Here are some of the most important ones: 

Job posting and application: The clarity and attractiveness of the job posting, along with a user-friendly application process, set the tone for the candidate’s journey. 

Initial communication: Prompt and clear communication after the application is submitted helps build trust and keeps candidates engaged.  Personalise your emails ensuring designs, tone of voice and content is in keeping with your brand.

Interview experience: The interview process should be well-organised, respectful of the candidate’s time, and provide a realistic preview of the job and company culture. 

Feedback and follow-up: Providing timely and constructive feedback, regardless of the outcome, leaves a positive impression and shows respect for the candidate’s effort. 

Offer and negotiation: The way an offer is presented and negotiated can significantly influence a candidate’s decision to join the company. 

Onboarding: A smooth and welcoming onboarding process helps new hires feel valued and integrated into the team from day one. 

These moments collectively shape the candidate’s overall experience and can influence their decision to accept a job offer and their long-term commitment to the organisation.  Responsibility of providing a positive experience doesn’t sit with one person or team alone, so it’s important to adopt a customer-focused strategy throughout recruitment.

One approach is to create a candidate charter that sets clear internal standards agreed by all stakeholders. 

This charter could outline your roles, responsibilities, and goals when hiring, for example; role advertised – within 2 working days, shortlisting – within 2 days of application, feedback post interview – 3 days etc.  This could be discussed at the start of the hiring process and recruitment plan agreed.  Considering competitors may have this structure and aim to hire within a reduced target timeframe, keeping pace in your own processes in a realistic and joined up way could help your advantage to find the best talent alongside, a positive experience.    

To understand if you’re providing a strong candidate experience, it’s important to measure and track key indicators. Consider how you’re gathering feedback—do you use surveys for qualitative insights, or track metrics like application completion rates, drop-offs, withdrawal rates, or communication times? Perhaps you’re monitoring growth in social media followers or tracking referrals and word-of-mouth sources. If improving candidate experience is an objective, break it down further—consider which candidates you want to focus on and why, to help define the specific metrics you want to improve.

If you’d like to discuss and share ideas on the moments that matter to your organisation, please get in touch with the resourcing team and let’s work together to create positive “experiences” for your customers beyond transactions. 

Kat Whitby, Senior Consultant – Talent Acquisition, West Midlands Employers