Candidate experience has become a mirror of a company’s reputation. More than ever, candidates share their impressions, both good and bad, with friends, peers and on social media.
Recruiters know that a poor experience does not just mean losing one candidate; it also affects future applications and can even impact client relationships.
These topics were explored in a recent Teamdash webinar with Kaire Laas, Partner and Leading Consultant at Fontes, and Triin Fomenko, Talent Experience Development Manager at Enefit. The discussion was hosted by Marie Evart, Co-founder of Teamdash.
Enefit is an international energy company operating in the Baltic States, Finland and Poland. Fontes is Estonia’s leading HR and talent management consultancy with over 30 years of experience.
How candidate experience shapes employer brand and hiring results
The 2024 CandE Benchmark Research shows that candidate resentment is on the rise globally, especially in Europe and the EMEA region. More than half of candidates share their application experience with their inner circle, and an increasing number talk about it publicly. Every interaction with a candidate directly influences your employer brand and future hiring success.
For the Fontes team, the candidate journey must be as clear and human as possible. “The most decisive moments are the interview stage and the final stage; these have the strongest impact on candidate experience,” said Kaire Laas. To ensure no one feels left hanging, they send written feedback as quickly as possible, then follow up with a phone call for a more detailed conversation. This helps candidates receive feedback more constructively. The goal is honest, transparent communication so that no candidate feels forgotten.
Enefit follows the same principle in their day-to-day recruitment practice. Triin Fomenko noted that it is important to keep promised timelines and always provide feedback. If a response is delayed, candidates are informed; when someone reaches the later stages, feedback is given by phone whenever possible. “Often the hiring manager makes that call, which makes the experience more personal for the candidate,” she added.
Not every manager feels comfortable at first, but Enefit supports them through the process. “We explain why personal feedback matters and how to deliver it. Many managers are positively surprised after the call. They realise it is a valuable experience for them as well,” said Triin. Since Enefit often recruits for highly specialised roles in a small talent market, maintaining good relationships with candidates is essential as they might be the perfect fit for a future role.
A poor candidate experience costs more than you think
International research confirms that poor candidate experience affects more than recruitment; it also impacts reputation and business results. According to The Business Impact of Candidate Experience 2024, a significant share of candidates who have a negative experience stop engaging with the company: they do not reapply, they do not recommend the employer to others, and some even stop being customers. This means poor candidate experience not only reduces the number of applicants in future processes, it also directly affects revenue and brand loyalty.
According to Marie Evart, one of the simplest ways to harm candidate experience is to leave people waiting for answers and feedback. Today’s candidates understand what technology can do. Setting up an automatic “Thank you for applying” response at the start of the process takes one minute. If even that is not done, it inevitably leaves the impression that the company does not value candidates or their time.
An even more damaging situation is when a candidate invests hours in assignments or tests and then receives no response from the employer. This is no longer a question of automation but of attitude; as employers, do we treat people with respect?
Marie also shared a simple but powerful example. If a company runs about 40 recruitments a year and each role attracts an average of 200 applicants, the organisation interacts with approximately 8,000 candidates annually. These people can become either supporters or critics, depending on the experience they have. Every interaction is an opportunity to shape your employer brand, and no employer branding campaign can fully repair a poor candidate experience later.
How software helps you deliver a better candidate experience
A strong candidate experience requires a strong system. Both Fontes and Enefit confirmed that without recruitment software their daily work would be nearly impossible. According to Triin Fomenko, working without software would first lead to panic and confusion. “With several recruitments running at once, it would be difficult to see who is where in the process, data management would become complex, and ensuring GDPR compliance would be nearly impossible.” Kaire Laas agreed: “Honestly, I cannot imagine a world without recruitment software.”
Marie Evart also emphasises that even well-intentioned teams struggle to deliver truly good experiences without robust tools. Today’s candidates expect speed, transparency and personalisation, which are very hard to provide without recruitment software. “If a hundred applications arrive within a few days, it is understandable that without a good system the recruiter ends up in a very difficult position and candidate experience suffers,” she explained.
Implementing new recruitment software does not have to be hard
A poll among webinar attendees showed that the biggest fears around adopting new recruitment software relate to data migration, involving hiring managers, team readiness, and uncertainty about return on investment.
Both Fontes and Enefit confirmed that these concerns are common and solvable. Their experience shows that careful preparation, close cooperation with the software provider, and involving the team from the earliest stages lay a strong foundation for a positive outcome. Data migration happens step by step, not overnight, and good technical support helps ensure nothing important is lost. Winning support from managers and the team becomes easier when they see quick wins: clearer visibility into recruitment, and faster, more efficient communication with candidates. Both companies said the investment paid off within the first months, as the work became noticeably faster and smoother.
Kaire Laas explained that before choosing a new system, they mapped their “dream solution” and involved the entire team in the process. Triin Fomenko added that their initial hesitation faded quickly: “Teamdash is logical and easy to use. All managers got on board quickly, and collaboration between hiring managers and recruiters became much smoother.”
How to tell it is time to upgrade your recruitment software
According to Kaire Laas, upgrading software is a natural part of organisational development. Fontes realised that continuously developing an in-house system was too time-consuming, and technology was moving faster than a small team could keep up. “We decided to choose a partner offering a complete solution, including AI capabilities.”
Enefit reached the same conclusion: the need for automation and better visibility had become critical. “Previously, information was scattered across several systems. Now everything is in one place, which saves time and helps us plan better,” explained Triin.
Marie Evart added that she often hears two opposite reasons for postponing a software change: either there are too many recruitments right now, or too few. “If your current solution no longer meets expectations, requires a lot of manual work, or fails to leverage the opportunities AI can bring, the right time to upgrade is now,” she stressed. Teams that already use AI capabilities gain a larger advantage with every day.
According to the G2 Buyer Behaviour Report 2024, nearly half of buyers, 49 percent, compare only one to three vendors before making a decision; compared to earlier years, buyers evaluate fewer options. In addition, 72 percent of HR software buyers consider AI functionality very important or important.
The Capterra 2025 HR Software Trends report highlights five key benefits of adopting HR software with AI capabilities:
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higher productivity,
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greater efficiency,
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better decisions through data,
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improved employee and candidate experience,
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reduced time spent on repetitive tasks.
Three tips for teams starting to choose software
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Map your needs. Define your organisation’s challenges and goals before you start comparing features.
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Involve your team. Software works only when people feel it truly supports them.
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Evaluate ROI. Good recruitment software is not a cost; it is an investment that delivers measurable results: time savings, better visibility into recruitment, and a stronger candidate experience. If you want to see the real value recruitment software could bring to your organisation, we can help you make the impact clear and measurable.
A great candidate experience does not happen by accident. It starts with conscious choices: tools, people and processes that support one another. The right recruitment software helps you keep the focus where it belongs, on people.
