By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
min read

What is the candidate journey and why is it important?

Published on
April 20, 2023

Luuk Koedam


Table of contents
Subscribe to Reel Talk our newsletter
By subscribing you agree to with our Privacy Policy.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.


The candidate's experience is one of the most critical factors during the recruitment process. You obviously need to make a decision whether the candidate is suitable. And candidates need to understand their roles and responsibilities to make an informed decision. After all, it does involve joining his or her new job. In this article, we explore how to build a positive candidate journey. So that your recruitment process becomes easier. Both for you and for the potential new employee.

What is the candidate journey and why is it important?

The candidate journey, also known as the job application experience. This is the path a candidate takes from the moment they first come into contact with an organisation. Until the moment they make a decision on whether or not to accept an offer. It is important to understand and manage the candidate Journey. Because it can have a major impact on the success of attracting the ideal candidate.

Candidate journey phases

The candidate journey can be divided into several phases. Each of these can present its own challenges and opportunities for organisations. Below is an overview of the most common phases of the candidate journey:

1. Awareness: In this phase, the candidate has just learned about the organisation. For example, through a job posting, an advertisement or through a friend's network. The challenge here is to interest and convince the candidate to look further. The candidate may even then still be working at his current job. As a potential employer, you must then try to convey the right feeling.

2. Consideration: After the first phase, the candidate has gathered more information about the organisation. And he or she starts to consider whether the organisation suits his or her needs. They often know by then whether it is a nice job. The challenge here is to provide the candidate with relevant information. And making sure he or she stays engaged.

3. Application: As the third stage, the candidate will decide to apply for a vacancy. The challenge here is to make the application process as smooth and efficient as possible. So that the candidate does not get discouraged or drop out.

4. Interview: At this stage, the candidate has initial contact with the organisation. And is likely to have an interview with a recruiter or manager. The challenge here is to leave a positive impression. But also to show the candidate that the organisation is worth working for.

5. Offer: During the offer phase, the right candidate may receive an offer. He or she then has to decide whether to accept this offer or not. The challenge here is to convince the candidate that the offer is attractive enough to accept.

Onboarding: In this final phase, the new employee starts his or her new job. This is when he or she needs to be integrated into the organisation. The challenge here is to give the employee a warm welcome and ensure a smooth transition. Give the employee responsibilities as well. This will make him or her feel responsible for the new job.

Key factors in candidate journey

There are several factors that can affect the candidate journey Below are some of the most important factors:

Employer Branding: A strong employer brand can catch the attention of potential candidates and attract their interest. It can also play a role in convincing candidates to work for the organisation.

Communication: Clear and effective communication can contribute to a positive candidate journey. It is important to keep candidates informed about the process and provide them with relevant information.

Candidate Experience: The experience candidates have during the application process can have a major impact on their decision to work for the organisation. It is important to provide a positive and efficient experience. Do this from first contact to onboarding.

Feedback: Feedback is important for candidates to understand why they were or were not selected for a position. Providing constructive feedback helps candidates grow and develop for future opportunities.

How to create a positive candidate journey

Creating a positive candidate journey can increase the chances of talented candidates choosing your organisation. We have compiled some tips for creating a positive candidate journey below:

Invest in employer branding: Make sure your organisation is known as an attractive employer. This can be done, for example, by creating a strong brand identity and showcasing your company culture on its website and social media.

Ensure clear and effective communication: Be transparent and clear about the application process and expectations. Also provide a way for candidates to ask questions and receive feedback.

Put candidates first: Offer candidates a good experience during the application process. Ensure fast and efficient procedures. But also don't forget to offer regular feedback opportunities.

Provide a warm welcome: Give new employees a warm welcome and ensure a smooth onboarding. This will make them feel valued and involved in the organisation. Also give them a sense of responsibility for the tasks they have to do. This will ensure they won't do half the work.

Ready to change the way you tell stories?

Become and interactive storyteller and immerse your entire audience in your world, today.

It only takes 5 minutes.

"If you want to stand out you can't afford to create boring content. "