Dive Brief:

• Job applicants are frustrated by scheduling delays, particularly those in the running for senior positions — and 62% of senior-level candidates surveyed left the process over such issues, April 21 Cronofy survey results revealed.
• Recruitment processes overall can hurt employer branding if done poorly, the survey noted; 77% of senior-level applicants surveyed said a bad recruitment experience affects their perception of the company, and 64% said they would be less likely to recommend the company to others.
• "It’s important for firms to remember that their brand values exist in their actions, not words," Cronofy Co-founder and CEO Adam Bird said in a statement. "This is why some are unconsciously stumbling into an experience for some of the most important people they come in contact with that ruins their reputation forever more."

Dive Insight:

Even during the coronavirus pandemic, the recruiting process has remained an important part of the company brand, other reports have shown. A March report from Modern Hire noted that "each step" of the hiring process matters to the employer’s brand and should be crafted with care to ensure the employer remains competitive. Candidate engagement and constant communication were considered key aspects of a good recruiting experience.

Overall, the events of 2020 may have made recruiters consider the importance of transparency and dignity in the hiring process, experts said.

"Recruiters and hiring managers must be prepared to have authentic conversations with candidates and answer their questions about all aspects of the job and employee experience," Lauren Smith, vice president in the Gartner HR practice, previously told HR Dive. "Those that fail to have transparent, honest conversations will create challenges when candidates join the organization and realize that there is a mismatch between what they were told and what they experience on the job."

COVID-19, in general, pushed employers to make hiring more efficient through the use of tools like video interviews and assessment, an October report from Criteria said. Such tools may be shortening the hiring process overall, other surveys showed.