Successful Recruiting thanks to appreciative Applicant Communication – 3 plus 5 bonus tips

Digitalization is whirling up the corporate landscape with unstoppable speed and is raging like a hurricane in a wide variety of industries. At present, this is particularly noticeable in the automotive, financial services and fashion industries. Rigid internal processes are still facing high external dynamics.

This means that companies no longer have to deal with themselves to a large extent. It is necessary that you start as soon as possible to develop solutions that are customer-oriented and make their lives easier. This requires people who act independently and self-organized in order to cope with the unknown. These team members attach importance to authentic and appreciative communication. This should already begin with the applicant communication.

A paradigm is changing

In the course of these changes and demographic change, a paradigm is also changing. It is no longer the companies that choose who they want to hire, but the applicant checks the company and decides. He now has the power to make decisions. In this way, he assesses the recruiting process and, above all, the communication. On the basis of this, he decides whether or not to board a company. The way in which applicants are communicated throughout the Candidate Journey is decisive.

ney is decisive.

Mind-Set as a prerequisite for appreciative applicant communication – 3 Tips

Before an applicant communication based on esteem and transparency can develop, all persons involved in the recruiting process need an appropriate minimum set. This should correspond to the new framework conditions and be based on the following aspects:

  1. Consider each individual candidate as a special individual person. A person who has special needs, but also special competencies. This person may soon make valuable contributions to the company.
  2. Take the candidate’s perspective. The candidate wants a prompt answer to his or her questions and a personal contact person. The contact person should keep him or her up to date on the next steps in recruiting.
  3. Bring the candidate into contact with the team in which he is to work as early as possible. The professional fit is one thing, but it is much more important whether the interpersonal side is also right. Only then can the candidate assess in toto whether the tasks at hand make sense for him or her and whether there is also agreement in the understanding of values.

Successful recruiting thanks to appreciative applicant communication - 3 plus 5 bonus tips

Once this new mindset has found its way into recruiting and subsequently into the entire organization, it will be easier to establish appreciative applicant communication. Both factors will also increase. They are essential in transforming the organization into a place where people like to come together to work together on new solutions for customers. Solutions that make customers’ lives easier.

But what does the respectful applicant communication look like? The 5 bonus tips

Bonus Tip 1

Choose a personal, relaxed, friendly, positively formulated language, but no flappy language that fits the organisation. Let me give you a small example. Imagine you are asking a candidate to give a short presentation on a topic of his or her choice as part of the recruiting process, which is related to his or her future task. Online or offline – is irrelevant. Let us continue to take the presentation you liked. Now you could say: “Your presentation was very nice or even excellent”. But you could also say: “Your presentation was clear and convincing. This has given me new insights. Thank you for that”. Let the messages have an effect on you. What do they trigger in you in each case? Do you notice the difference?

Use pictures and videos from your everyday work where it makes sense. This is sympathetic and ensures transparency in relevant areas.

Bonus Tip 2

If you are in contact with the candidate on site, on the phone or via video, separate observations from evaluations. We are quick in interpreting, judging and evaluating. If, however, you give the candidate your full attention, new perspectives can emerge and, as a result, new approaches to thinking that you may not have considered before. The non-judgmental listening is also a part of the appreciative applicant communication.

Bonus Tip 3

Also in the professional context we are confronted with our feelings. We usually do not express them directly, but we cannot eliminate their influence on our behaviour. This is why it is important to perceive one’s own feelings when communicating with applicants, but to leave the responsibility for them with you. The trigger may be another person, but the reason lies in the past of the respective person.

Successful recruiting thanks to appreciative applicant communication - 3 plus 5 bonus tips

Bonus Tip 4

The core of any appreciative candidate communication is the candidate’s needs. Identify them with appropriate questions. Find out what is really important to the prospective candidate in his or her new professional activity. What does he want to be involved in? Why does he want to work for you? These questions make your counterpart reflect on himself. They also show him that you are really interested in him as a person and team member. In this way you express your immediate appreciation directly.

Bonus Tip 5

If you have noticed discrepancies in expectations and disturbing views in previos communication, address them openly and honestly. Ask the applicant to think about it again in peace. Give the candidate the freedom to make a final decision for or against the vacant position in your company. He will then spend most of his time in the organisation. Ideally, both sides will come to the same result. If this is not the case, or if you have clear doubts about the fit, then disclose the area that persuaded you or the team to reject the application if possible.


A sharp wind is blowing in companies and HR departments. “Digitalisation” and “shortage of skilled workers” are leading to an ever tougher battle for employees and young talent. As a result, applicants today decide where they want to work. This also changes the significance of applicant communication. It is a frequently underestimated instrument to convince competent applicants of their own company as an employer, according to the motto: The candidate is a customer – and he is king.

The better the candidate communication, the better the candidate experience. And the better the Candidate Experience, the better the employer image and the ratings on the net, which in turn shape the perception of the employer brand. Every candidate wants to be perceived and valued as an individual. For this reason, it is important to develop an appropriate mindset within the company and to permanently install appreciative applicant communication at all touchpoints as part of the Candidate Journey.

In the fight for the best team members, companies must keep up with the times in order to be attractive – also and especially in applicant communication.

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