Building an Exceptional Candidate Experience: Winning Candidates Over Before the Interview

Imagine a world-class chef meticulously preparing an exquisite meal, only to serve it on a paper plate.

Sounds absurd, right?

Yet many companies invest heavily in creating exceptional workplace experiences, only to serve them up to candidates on the equivalent of a paper plate with a lackluster candidate experience.

The truth is, a candidate’s journey with your organization starts long before they step into the interview. It begins the moment they encounter your brand online, through a job posting, or through a conversation with a recruiter.

This first impression can be the deciding factor in whether they choose to apply, engage with your recruitment process, or even consider your offer down the line.

In this blog, we’ll explore how you can exceed candidates’ expectations from the start and set the stage for successful hiring.

The Power of First Impressions

Think of an opening scene in a movie—it sets the tone for everything that follows.

Just like first impressions in recruiting.

These initial touch points can occur anywhere: a job posting, a social media update, or a casual conversation with an employee at a networking event. And the quality of these interactions lays the foundation for the entire candidate experience.

Consider this: 75% of job seekers evaluate an employer’s brand before even applying to a company. Yet, only 55% of talent acquisition and recruiting leaders have a proactive employer brand strategy.

This disconnect presents a golden opportunity for forward-thinking teams to stand out.

Creating an engaging pre-interview experience

There are some key strategies you can use to ensure you’re putting your best foot forward from the start:

1. Craft an authentic career site:

Your career page serves as a critical touchpoint for potential candidates—even passive candidates that may not be looking to immediately apply for a role.

An effective career page goes beyond listing open positions by showcasing your company culture and values. Make it stand out with these key elements:

• Spotlight your company's values and culture through employee stories and day-in-the-life videos
• Highlight unique benefits and growth opportunities, but be honest about challenges too
• Explain your interview process to set clear expectations and reduce candidate anxiety
• Include a section encouraging diverse candidates to apply, even if they don't meet 100% of the job requirements

Remember, authenticity builds trust. Don’t just tell candidates what you think they want to hear, but show them what makes you unique as an employer.

2. AUTOMATE (BUT PERSONALIZE) INITIAL COMMUNICATION:

Once a candidate applies, the clock starts ticking. Set up automated yet personalized email sequences to keep them informed and engaged.

It’s important to note that automation doesn’t mean removing the human element from communication. Instead, it automates specific touchpoints in the hiring process to reduce candidate anxiety and set expectations.

A few examples:

• Sending an auto-response immediately after a candidate submits their application confirming its been received
• Provide a realistic timeline for when they can expect to hear back about next steps
• Share resources about your company culture
• Offer links to additional open roles they may be interested in applying for

Even if you’re not moving forward with a candidate, a prompt, courteous response can turn a potential negative experience into a positive one.

In addition, you may consider implementing a feedback mechanism for rejected candidates—it shows you value their time and effort.

3. Offer interview preparation resources:

Want to really stand out? Provide resources to help candidates prepare for your interview process.

Create a downloadable PDF or dedicated webpage with potential interview questions or topics that each interview covers.

Explain the format of your interviews—panel, case study, technical assessment—and how many rounds of interviews are standard for candidates to expect. Share tips on how to succeed in these interviews and give an idea of what hiring managers will be looking for.

Offer insights into your company’s values and how they may play a role in the hiring process. This can help candidates not only perform their best but also demonstrates that you’re invested in their success from the start.

It’s a win-win: better prepared candidates lead to more productive interviews and more informed hiring decisions.

4. Amplify your culture message:

Your company culture is a major selling point for potential candidates. Work with your marketing team to create content that showcases what it's really like to work at your organization:

• Share employee stories on social media, highlighting diverse experiences and career paths
• Create blog posts about company events, initiatives, and community involvement
• Produce video tours of your office or remote work setups
• Showcase your commitment to professional development and internal mobility

Don’t forget! Like we mentioned above, authenticity is key. Candidates can spot overly polished corporate messaging a mile away.

Importantly, don't be afraid to show the human side of your organization—the challenges you're working to overcome, the goals you're striving towards, and the real people behind your success.

5. Engage search firms and third-party recruiters effectively:

If you're working with external recruiters or agencies, don't overlook their role in shaping candidate experience. Hold thorough intake calls to brief them on your brand, culture, and specific needs for each role.

Our data shows that employers who hold intake calls with engaged recruiters see 105% more candidate submissions and 140% more interviews.

That's a significant boost in your talent pipeline, simply from improving communication at the start of the process.

But don't stop at the intake call! Regularly check in with your recruiting partners, provide feedback on submitted candidates, and ensure they have the most up-to-date information about your company and culture.

Remember, internal and external recruiters are often the first point of contact for potential candidates—make sure they're equipped to represent your brand effectively.

The long-term view of the candidate experience

As talent acquisition teams face increased pressure to hire faster with leaner resources, it can be tempting to let communication and processes slip.

However, prioritizing clear and consistent communication with your candidates can make the single biggest impact on your candidate experience and employer brand.

Even in challenging times, a "no-update" update can make a significant difference in a candidate's experience with your organization. Candidates appreciate transparency and regular communication, even if it's just to say that the process is still ongoing.

Along those lines, consider implementing:

• Regular check-ins with candidates, even if there's no news to report
• A candidate feedback survey at various stages of the hiring process
• A system for tracking and analyzing candidate experience metrics
• Training for all team members who interact with candidates, not just recruiters

While these actions address immediate needs, they also contribute to a broader, more strategic approach to candidate experience. The most forward-thinking talent acquisition leaders understand that every interaction is an opportunity to build lasting relationships and enhance their employer brand.

Consider this perspective from a talent leader at a major tech company: they see every interaction with a potential candidate as an opportunity to create a positive brand impression—not just for hiring, but for potential future customers, vendors, or employees.

This approaches recognizes that today's rejected candidate could be tomorrow's star hire, key client, or valuable business partner.

By providing an exceptional experience to everyone who interacts with your recruiting process, you're investing in your company's long-term success and reputation.

If you'd like to explore more strategies to improve and prioritize your organization's candidate experience, check out our guide Beyond the Interview: Strategies for a Stellar Candidate Experience.