The Evolution of Candidate Experience - What Candidates Want in 2024

The candidate experience has evolved significantly over the past 5 to 10 years, driven by technological advancements, changing expectations, and shifts in recruitment strategies. 

Today most of us know what candidate experience is. Yet, Only 7 years ago it was a different case. When I talked with recruiters in Finland, the term was still quite new and I had to explain often what it means. 

To put it briefly: Candidate experience refers to the overall perception and feelings a job seeker has about an employer's hiring process. This includes all interactions and touchpoints from the initial job search and application, through interviews and communication with the employer, to the final offer, or rejection and onboarding. 

In this blog post, Miira Leinonen, CMO at TalentAdore, will discuss the evolution of the candidate experience over recent years and outline what candidates expect from employers in 2024. 

Let’s start with the changes!

7 Biggest Changes in Candidate Experience 

1. Technological Burst 🚀

Applicant Tracking Systems (ATS): Today's recruitment systems have advanced significantly compared to just five years ago. They now utilize AI to screen resumes, match candidates to job descriptions, write job descriptions, and even predict candidate success. As a result, choosing the right AI recruitment software has become both more challenging and more essential for employers aiming to secure top talent.

Automation & Virtual Interviews: Routine tasks like scheduling interviews, sending follow-up emails, and initial screenings are now automated, speeding up the process and reducing human error. Also, video conferencing tools have become mainstream, allowing for more flexible and accessible interview processes online.

2. Enhanced Communication ✍️ 

Status Updates: 10 years ago, candidates were ‘lucky’ if they even got an email that they had been rejected in the recruitment process. A lot has changed since. Nowadays, candidates expect to know where they stand in the recruitment process all the time. Fortunately, the expectations are no longer unrealistic since companies can utilize smart tools to send automated emails and SMS notifications to keep candidates informed.

Personalization: Candidates want to be something other than just a drop in the sea. There is a greater need for more personalized communication, with tailored messages rather than generic responses.

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3. Candidate-Centric Approach 👐

Simple Application Processes: Do you remember those times when the only way to apply to any company was through a kilometer-long application form that in the worst case froze during the process and you had to start the application again? 

Today, there are more simplified and mobile-friendly application forms out there. They have significantly reduced drop-off rates and improved the candidate experience. Sometimes you do not even need to send your CV anymore, just a link to your Linkedin profile is enough. 

Transparency: One of the most recent changes has happened with transparency. Companies are more transparent about job descriptions, company culture, and the recruitment process, often through detailed job postings and career pages. Even salaries are becoming more transparent thanks to the EU’s Pay-transparency Directive. 

4. Employer Branding 🎥

Online Presence: Employer Branding has been a thriving trend for several years already. Social media, company websites, and platforms like Glassdoor and LinkedIn have become popular methods to build and maintain a strong employer brand. There exist also great agencies such as TalentBee that can help you tailor your employer branding strategy to ‘go from unknown to top-of-mind’. 

Content Marketing: Recruitment and marketing have become closer to each other over the years. Nowadays companies use so much more blogs, videos, and employee testimonials to showcase their culture and values, to attract candidates who align with their mission.

5. Feedback Mechanisms 💌

Candidate Surveys: To improve the recruitment process, companies need to measure the candidate experience.  Yet, one study has found in 2023 that 44% of employers only measure candidate experience once a candidate has been hired. Globally the number is probably even lower. Measuring the recruitment process more carefully has clearly been on the rise but there is still room for improvement.

Two-Way Communication: Recruitment used to be a one-way street and employers were holding the power. The sides have turned over the years and nowadays candidates are more and more encouraged to ask questions and provide feedback during the process. Job interviews are no longer scary interrogations but meaningful conversations. 

6. Focus on Diversity and Inclusion 🌈

Inclusive Job Descriptions: There is probably never enough talk and action toward more equal workplaces, yet, we have gone a long way in the last 10 years. For example, efforts are made to write inclusive job descriptions that attract a diverse pool of candidates. 

Bias Reduction: Biases will never totally disappear from the world but AI tools and structured interview processes are already helping to reduce unconscious bias in hiring decisions. Nowadays hiring managers are also better educated about potential biases so they can learn how to prevent them from occuring during the recruitment process. 

7. Flexibility and Remote Work 💻

Remote Opportunities: Thanks to COVID, the rise of remote work has led companies to offer flexible work arrangements, broadening the talent pool and accommodating diverse candidate needs. At the same time, several companies are struggling to sustain their company culture while there are not many physical touch points anymore. 

Pre-Onboarding: In the past, the onboarding process started on the first day of the work. Now it can start before that, remotely as pre-onboarding. The new employees get to know the company culture beforehand and feel like they are part of the team faster. They can also start working efficiently straight from the beginning.

In summary, the candidate experience has become more streamlined, transparent, and candidate-centric, leveraging technology and focusing on personalization and inclusivity. This evolution reflects broader changes in work culture and the growing importance of aligning company values with potential employees.

What Candidates Expect in 2024

In 2024, candidates are not just looking for a job; they are seeking a meaningful and fulfilling career experience. Learn more below what I see candidates are expecting from recruiters today. 👇

1. Honesty: Candidates appreciate clear and honest communication about job roles, company culture, and the recruitment process. Transparency builds trust and fosters a positive candidate experience.

“For 81% of candidates, having a human touchpoint and someone to contact during the recruitment process is vitally important.” 

2. Human touch: Personalized interactions make candidates feel valued and respected. ❤️ Tailored communication that acknowledges their unique qualifications and aspirations sets recruiters apart.

3. Speed and Efficiency: Candidates expect an effective and efficient recruitment process. Delays and lack of communication can lead to frustration and disengagement.

“57% of candidates say they would prefer an automated system that schedules interviews rather than lengthy back-and-forth communication.”

Overall, a seamless and engaging candidate experience, from sending an application to onboarding, is essential. Candidates remember how they are treated and this influences their decision to join a company.

4. Flexibility: Flexible work arrangements, including remote work options, are highly valued. Candidates seek employers who understand and accommodate their need for work-life balance.

5. Inclusivity: A strong dedication to diversity and inclusion significantly attracts candidates. They seek employers who prioritize and foster an inclusive workplace atmosphere. Overall, values play a big role in choosing one’s workplace - people want to have a job that is aligned with their value system. 

6. Growth Opportunities: Career development and growth opportunities mean the world to the candidates. They are attracted to employers who invest in their employees' professional growth.

I could talk for ages about this topic but need to stop somewhere! Just one tip more to the end... if  you want to amuse yourself with something fun, read our 8 Horror Stories of Candidate Experience, and learn what NOT to do. 👻

I hope you enjoyed reading this post! Connect with me on LinkedIn if you want to discuss more about candidate experience. 👋

Cheers to great hires,
Miira

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Guest blogger: Miira Leinonen, CMO, TalentAdore

TalentAdore is a Finnish, globally operating HR tech company on a mission to bring the human touch back to recruitment. The company’s AI-assisted recruitment software, TalentAdore Hire, removes bottlenecks from recruitment one by one, freeing up time to focus on the moments that matter and create an exceptional candidate experience. 

Miira Leinonen has operated as the Chief Marketing Officer (CMO) of TalentAdore for the past 8 years and has been a significant part of the company’s growth story. During that time, she has been instrumental in creating valuable content on modern recruitment practices and organizing numerous insightful events for HR professionals. In addition to her contributions at TalentAdore, Miira also served as a judge at the Recruitment Gala in Finland in 2023.

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