Why Candidate Experience Starts Before the Interview and How to Get It Right
In today’s job market, candidate experience is no longer a “nice-to-have.” It’s a competitive differentiator. And according to staffing industry veteran Ryan Cleaveland, the most effective employers understand this from the first touchpoint.
“The experience starts the moment you engage with a candidate,” Cleaveland said on the America Back to Work podcast. “That first email, phone call, or job post, that’s your first impression.”
Candidates Are Interviewing You, Too
With talent in high demand across industries, candidates now have the power to be selective. Employers must treat every interaction, before, during, and after the interview, as part of a brand-building effort. Cleaveland emphasized the need for hiring processes that are welcoming, transparent, and relationship-driven.
“Companies that lay out real opportunities and treat people well, regardless of whether they’re hired, are the ones that win in the long run.”
This is especially important in tight-knit industries like education or healthcare staffing, where reputation travels fast and future re-engagement with past applicants is common.
How to Operationalize a Strong Candidate Experience
To make candidate experience a repeatable part of your hiring strategy, Cleaveland recommends a structured approach:
- Define key soft and hard skills required for the role.
- Standardize interviews by asking each candidate the same core questions.
- Create a grading rubric to evaluate based on data, not instinct.
“Even elite organizations, whether it’s the Navy SEALs or NFL teams, don’t always get it right,” Cleaveland noted. “But using data instead of gut instinct helps you be more consistent.”
Handle Hiccups with Reflection, Not Reaction
Even the best hiring processes can go sideways. From no-shows to “catfishing” (where someone other than the interviewee shows up for the job), issues happen. The key, according to Cleaveland, is not just to put out fires, but to review what went wrong.
“If someone disappears before day one, there was probably something missed earlier. Go back to your interview process. Ask yourself: Did we truly understand this person’s goals and alignment with the role?”
Due Diligence Beyond Background Checks
As a partner to education and healthcare clients, Cleaveland underscored the importance of validating more than just qualifications.
“Reference checks still matter. Talk to past managers or coworkers. Validate what you heard in the interview with people who’ve seen the candidate in action.”
This step is especially important for roles with high trust or visibility, where team fit and integrity are as critical as credentials.
Empathy Is a Strategy
Candidate expectations are shifting, driven by generational values, remote work trends, and inflation. Employers who lean into empathy and listen to what candidates are truly seeking will build stronger, more resilient teams.
“Everyone has goals, personal and professional,” Cleaveland said. “If you can uncover those during the hiring process, you’re not just filling a seat. You’re investing in someone who wants to be there.”
