Best Practices: Create an Amazing Candidate Experience

Finding, attracting, and ultimately hiring the best candidates can be highly competitive. To succeed, jobs should not only be well written and optimized, but special care should also be taken when deciding how to engage with applicants. Hiring successfully can be an iterative process; however, there are best practices that can deliver long-term benefits.

Candidates who have a great experience will develop a positive impression of the company’s brand. They are also more likely to recommend open positions to their network, respond positively even if they are not selected, or reapply for other available roles.

First impressions

In most cases, your opportunity to directly influence the candidate’s experience begins once their application has been received. Prior to this, their impression of the company is largely shaped by your employer brand, the job description, and the application process itself.

As part of our core features, candidates are automatically sent a confirmation email with the details of their application by default. While this ensures that candidates are aware that they applied successfully, it also represents a great opportunity to engage with them. 

A good starting point is to send a welcome email acknowledging receipt of their application. This message should outline the next steps in the hiring process and communicate any important information candidates need so they can prepare accordingly.

For example, if the interview process includes a video component, such as a video interview, candidates should be informed in advance so they can ensure they have access to the necessary equipment. Below is a short example:

Be consistent throughout the process. Set expectations clearly and honestly, and avoid making promises or commitments that cannot be fulfilled. In the example above, be sure to follow up with the candidate within the timeframe indicated in your message.

You can also create and use email templates with placeholder information that will automatically be substituted with details like the candidate’s name. This simplifies the process and adds consistency. Add or edit placeholders via the [+] icon in the email menu bar:

In summary:

• Engage with candidates early, as soon as they’ve applied.
• Explain the process and set expectations appropriately.
• Create and use templates speed through initial or introductory communications.

Interviews and assessments

During the interview process, treat the conversation as a two-way dialogue rather than expecting the candidate to simply “sell” themselves. If a schedule has been communicated in advance, allow a little extra time before, during, and after the interview. This helps ensure the candidate does not feel rushed and also gives you time to take thorough notes on how the interview went. Take the opportunity to build rapport. Candidates should feel like they are the most important part of the conversation, rather than just another number.

Ask targeted questions to assess the candidate’s suitability for the role. These questions should be directly aligned with the job requirements. For example, the following questions would be appropriate for a Project Management role:

• Have you ever missed a deadline? What happened? What would you do differently next time?
• How do you prioritize work when multiple projects are going on at the same time?
• Give me an example of a time you made a process more efficient. How did you do it?

Ensure each candidate has a level playing field by asking all applicants the same core questions and establishing a structured evaluation system tailored to the role. This promotes fairness and consistency in your hiring decisions. Use the Interview Kit or Scorecard function to maintain consistency throughout the interview and assessment stages. Our Resources page also has several interview question templates that can help you get started.

As mentioned earlier, communication is key to maintaining a positive candidate experience, regardless of how the interview went. Sending a follow-up email to thank the candidate for their time and invite feedback can help them feel valued and respected throughout the process.

In summary:

• Schedule adequate time during interviews so all parties don’t have to rush.
• Focus on the candidate and allow them to put their best foot forward.
• Ask relevant questions that directly relate to the role being offered.
• Use interview templates to consistently screen candidates.
• Send a follow-up email, and solicit feedback on the interview process.

Following up

To maintain a positive candidate experience, candidates should never be left uncertain about where they stand in the recruitment process. This applies from the moment their application is received through to onboarding after they have been hired. Clear and proactive communication is essential, and it is often better to over-communicate than to leave room for doubt.

For example, candidates are less likely to feel overlooked during periods of silence if they have already been informed that the selection process may take several weeks. Setting expectations early also reduces the likelihood that they will follow up at inappropriate times or lose interest altogether.

As a general rule, reach out to candidates:

• After they’ve applied
• After an interview
• When they’re about to progress to the next stage of the process
• If they’ve been disqualified and will not be proceeding further
• If delays are to be expected

At each stage, explain the next steps, where applicable, and let candidates know when they can expect to hear back. Set up templates for key milestones so you can keep candidates informed without having to draft each message from scratch. This helps put candidates at ease and allows you to focus on necessary actions without being overwhelmed by follow-up emails from those seeking updates.

Put yourself in the candidate’s shoes and consider which parts of the process you would most appreciate hearing about from a potential employer. How long would you realistically be willing to wait for a role before taking your valuable skills, knowledge, and experience elsewhere?

The offer

Qualified candidates who reach the offer stage in your hiring pipeline deserve particular attention. They have already been screened, interviewed, and assessed, so the goal at this stage should be to move quickly toward securing their acceptance. If you have identified them as a strong fit, other employers may likely see the same potential. Candidates who progress this far are also typically eager to move forward and conclude their job search.

Act quickly. Even if your offer process involves lengthy approvals before a letter can be sent out and signed, communicating the offer over the phone and receiving a verbal acceptance can make a difference. In Workable, you can quickly set a workflow that will automatically notify specific users or user groups that an offer requires approval.

As mentioned earlier, clearly outline the timeframe of the process and manage expectations so there is no confusion about when employment becomes official.

Be prepared to negotiate, particularly with highly skilled candidates in hard-to-fill roles. Counteroffers are common, especially if the candidate is currently employed. When navigating a counteroffer, assess whether the terms can realistically be matched or improved upon. It may also be helpful to highlight additional benefits or opportunities that were not emphasized earlier in the process.

Agree on a clear timeframe that both parties can commit to. This may include confirming when the offer letter will be sent or setting an expiration date for the candidate to accept the offer. Clearly communicate your intention to complete the process by a specific date.

Unnecessary delays can often be avoided by preparing an offer template in advance. Being ready to send the offer promptly demonstrates your commitment and signals that you are serious about bringing the candidate on board.

In summary:

• Don't delay.
• Prepare for a negotiation and have a range of alternatives.
• Set a timeframe to complete the process.

Personalisation

When communicating with candidates, personalize your messages for the individual you are contacting. Refer to their work experience, skills, or other attributes that are relevant to the role, especially if they appear to be a strong fit. At a minimum, be sure to address candidates by name. This goes a long way in helping them feel that they are receiving individual attention.

Take the time to create well-crafted email templates that read as though you are addressing the candidate directly. Using them early and often in the hiring process can help speed up initial screening, freeing up more time to spend writing actual candidate-specific emails later on.

Closing the loop

When it comes to creating and maintaining a positive candidate experience, communication is essential throughout the hiring process. Managing a candidate’s expectations may not seem particularly important, but it can have long-term effects on your hiring success. Much like customers, candidates who have a negative hiring experience are nearly 50% more likely to share it with their peers. In addition, platforms such as Glassdoor can amplify both positive and negative feedback.

Close the loop by responding thoughtfully to candidate concerns and feedback. This presents a valuable opportunity to gain actionable insights that can help improve your hiring process. Personalize your responses whenever possible. Relying on the same canned phrases can do more harm than good, even if you respond promptly.

For unsuccessful candidates, sincerely thank them for their time. If you plan to keep their details on file, inform them and consider checking in periodically. Successful candidates should be clearly informed of the next steps, key dates, and milestones, and provided with an overview of the onboarding process that follows.