When was the last time you evaluated your hiring process the way you assess your customer experience?
Why should you care?
Every candidate who interacts with your company forms a perception—not just about how employees are valued but also about your overall brand. In today’s market, where job seekers have more choices than ever, their experience with your hiring process can directly influence whether they want to work for you—or even do business with you.
Why Does This Matter?
Candidates talk. Whether their experience is positive or negative, they share it—with colleagues, on social media, and on sites like Glassdoor. And just like a negative customer review can deter potential buyers, a poor candidate experience can deter top talent from even considering your company. Worse yet, a frustrated candidate may still accept an offer—only to quit when they realize the culture doesn’t match their expectations.
And that’s costly.
Replacing an experienced hire can cost companies between $190,000 to $380,000 in lost productivity, recruitment efforts, and training. That’s a steep price for not treating candidates with the same care and attention given to customers.
How to Apply a Customer Mindset to Hiring
Think about how you sell to a customer. You highlight your product or service’s features, benefits, and outcomes. You help them visualize how it fits into their life and why it’s the right choice for them.
Now, ask yourself: Are you doing the same for candidates?
Do they know what to expect in the hiring process?
Have you clearly outlined what success looks like in the role?
Are you showcasing how they will contribute, grow, and be valued?
Inclusion: The Key to Attracting the Right Talent
When selling to customers, businesses listen, adapt, and tailor experiences based on feedback. The same principle applies to attracting talent.
Candidates—like customers—want to feel heard, respected, and valued. They want to know that your company fosters different perspectives, embraces meaningful discussions, and adapts to changing needs. When your hiring process reflects these qualities, you don’t just attract talent—you attract the right talent.
Listening Creates Loyalty—In Hiring and Business
What makes a customer loyal? A company that listens, responds, and evolves based on their needs.
The same applies to talent. Candidates (and employees) always offer feedback—whether in interviews, exit conversations, or informal discussions. Are you listening?
When companies actively listen and act on candidate and employee feedback, they build stronger teams, reduce turnover, and improve their employer brand.
Beyond the Job Posting: The Digital First Impression
Today’s candidates research companies just like customers do.
Online Reviews Matter: Sites like Glassdoor receive millions of visits per year. Candidates check these reviews before applying, just like customers check Yelp or Amazon reviews before making a purchase.
Your Website Speaks Volumes: A career page that only talks at candidates instead of engaging them in possibilities can turn top talent away. If employees aren’t featured, it raises a question: Does this company value its people?
Authenticity Wins: If your company culture is strong, showcase it! Employee testimonials, a clear mission, and transparency about what it’s like to work at your company go a long way in attracting aligned candidates.
Would You Market to a Customer This Way?
Next time you evaluate your hiring process, ask yourself:
Would I treat my customers this way?
Would I expect them to buy a product without clear information and a great experience?
Would I ignore customer feedback and still expect them to be loyal?
The companies that win top talent are the ones that treat candidates like they treat their most valued customers. Because, in the end, your reputation—both as an employer and as a business—depends on it.