For Personal Schweiz, I once again had the opportunity to write an article – this time on one of my passion topics: Candidate Experience. Or rather, employer attractiveness. To me, these two concepts are inseparably linked.
And I seriously wonder: Why do companies spend enormous budgets on employer branding campaigns year after year to appear attractive, while simultaneously neglecting their hiring process so severely? After all, the application process is the only opportunity to interact directly with potential employees. Why?
While elaborate promotional videos, social media campaigns, and flashy employer branding strategies paint a perfect picture, candidates often experience something entirely different in reality:
And then companies wonder why talents drop out or leave negative reviews on platforms like Kununu? An employer brand isn’t defined by glossy brochures—it shows in direct interactions with candidates!
Yes, the number of job openings in Switzerland has decreased. But the skills shortage remains. Almost 50% of employees are open to changing jobs—an enormous opportunity for companies to position themselves as attractive employers.
But what happens instead? Many companies pour huge amounts of money into employer branding while their recruiting processes remain subpar. A contradiction that irritates me every time—not just me, but many of my HR partners as well.
Being an attractive employer doesn’t mean having a great career website or a high-end marketing campaign. It means offering candidates a fair, professional, and respectful hiring process.
What makes the difference?
✔ Application processes that are quick and straightforward
✔ Transparent, respectful communication—from first contact to offer or rejection
✔ Interviews that not only assess candidates but also showcase the company
✔ Personal, well-thought-out feedback instead of automated standard emails
Sounds obvious? It isn’t.
Every company wants to attract top talent—yet many behave in the candidate journey as if applicants were easily replaceable. But the hiring process is the first real touchpoint with the company’s culture. And this impression lasts!
📌 A company that doesn’t value talent loses it.
📌 A company that takes candidates seriously gains strong advocates—even after a rejection.
So here’s my provocative question: Why not invest where it truly matters?
Instead of planning the next employer branding project, wouldn’t it make more sense to take an honest look at internal recruiting processes, listen to the HR professionals, and provide them with the time and resources to improve the hiring experience?
Because this is where companies prove whether they are truly attractive to talent—or just pretending to be.
👉 More on this in the full article: Arbeitgeberattraktivität als entscheidender Erfolgsfaktor und ungenutztes Potenzial
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