The importance of managing candidates expectations has increased in recent years as recruiters being to appreciate the harm a poor recruitment process can do their employer brand.

Employers are challenged not only to avoid costly and inefficient hiring that could result in them missing out on the perfect candidate, but also with the pressure of making sure their employer brand isn’t tarnished because of poor candidate experience.

So, what is the best way to manage candidate expectations? The solution is communication. You need to decide how, when and what to communicate with candidates.

Establish clear timelines

Establish clear timelines and stick to them. Provide realistic timings to the candidate from the beginning. Whether this is communicated via a series of automated emails, a personal applicant dashboard, or via telephone call depends on the resources available to you.

The important thing is that the candidate has a clear timeline of the hiring process for example shortlisting date, expected first interview date, expected second interview date and start date. There is always room for flexibility but you want to avoid the need for the candidate to chase you for updates unnecessarily. It’s frustrating for everyone involved.

Give feedback if possible

Give feedback when you can. Candidates are often frustrated when they don’t receive feedback following an application. The level of feedback can be determined by the level they reach in the recruitment process. It’s fine to send a candidate who is not shortlisted an email but if a candidate has a second interview and has met with you in person then a phone call is more appropriate. It can hard to tell someone they didn’t get the job but well delivered, constructive feedback is much appreciated by candidates.

Personalise the experience

Personalise the experience. Time is often not on the recruiter’s side, but in the long term, personalising the hiring experience as much as possible pays off. Remember a personalised experience with plenty of communication between recruiter and applicant (as long as it always serves a purpose) means a good candidate experience. It shines a good light on not just the recruiter personally, but also on your employer brand.