The right approach to applicants

The way a company communicates with applicants can have a big impact on whether the applicant remains interested in the job and the company. Respectful, professional and timely communication is crucial to attracting and retaining top talent. Below you will find some practical tips on how to optimise applicant communication - from the salutation to automation options through applicant management systems.

To be on first or last name terms

Addressing applicants is an important part of communication in the application process. Should you address applicants as "Sie" or "Du"? There are good arguments in favour of using both formal and informal forms of address.

Advantages of being on first name terms

• Being on first-name terms shows respect and professionalism.

• It creates a certain distance and avoids too much familiarity.

• Applicants generally feel more comfortable using the form of address, especially at the beginning of the application process.

• It is the safe option to avoid offending anyone.

Advantages of being on first name terms

• Being on first-name terms comes across as more personal and approachable.

• It can create a basis of trust.

• It is common practice in many companies and start-ups.

• Younger applicants often prefer to be on first-name terms.

When to be on first-name terms?

• The corporate culture and the industry should always be taken into account

• Be respectful and empathetic and pay attention to the dynamics of the conversation

• At the beginning of the application process, it is advisable to use the first name.

• Younger applicants can also be addressed as "du" from the start.

• Informal channels such as social media often allow you to be on first-name terms.

• Applicant management systems can be used to define and customise "you" options for correspondence

Frequency of contact during the application process

As a recruiter, you should maintain contact with applicants throughout the application process. But how often should you ideally make contact? At the beginning of the application process, confirmation that the application has been received is sufficient. After that, it is advisable to contact applicants every week to keep them up to date. If an invitation to an interview is sent out, this step should be confirmed promptly by telephone or e-mail. Prompt feedback is also advisable after the interview. Ideally, this should take place within a week, but preferably within 48 hours. Towards the end of the application process, when the decision is imminent, more frequent contact every 2-3 days is recommended. This makes the applicant feel valued.

Important times for contact

• Confirmation of receipt 

• Weekly status updates

• Confirmation of appointment after invitation to interview

• Feedback after the interview

• Decision phase: contact every 2-3 days

Personal vs. general approach

The way in which applicants are approached has a major influence on how they experience the application process. A personalised approach tailored to the applicant has many advantages:

• The applicant feels valued and the company is interested in them as a person. This promotes the candidate experience.

• Addressing applicants personally by name shows that the company has considered their application. 

• The applicant gains a positive impression of the company and the contact person.

• The response rate for further contact increases if a basis of trust has been created.

An overly general, impersonal approach, on the other hand, harbours risks:

• The applicant feels like a number in an anonymous process.

• The impression is created that there is no real appreciation for the applicant.

• The credibility and authenticity of the company are called into question.

• The applicant's motivation to stay involved in the process decreases.

A mixture of formal politeness and genuine interest in the applicant is recommended. Applicant management software can help to address applicants personally and avoid potential name confusion. By using parameters, messages can be configured so that applicants are automatically addressed correctly.

Multi-channel vs. e-mail

Nowadays, communication with applicants should take place via several channels, not just email. Pure e-mail communication has several disadvantages:

• Emails can easily be overlooked or accidentally end up in the spam folder. Phone calls or chat messages ensure that the message gets through.

• Interaction is limited. It is easier to clarify questions by phone or video call.

The advantages of multi-channel communication are:

• Applicants feel more personally addressed if you also call them sometimes or send a message via WhatsApp. Only emails can come across as distant and formal.

• Younger applicants in particular expect communication via various channels, not just email. 

• You can reach applicants more quickly if you use email, telephone, chat etc. in parallel.

A combination of email, telephone and chat messages is therefore recommended. Video interviews can also be helpful. It is important to agree with the applicant which channels they would prefer to be contacted via.

Automation of communication

The automation of communication processes with applicants through special applicant management systems has a number of advantages:

• Speed: Standard messages such as invitations to interview or rejections can be sent quickly and efficiently at the touch of a button.

• Consistency: All applicants receive the same information about the process. Nothing is forgotten.

• Time saving: Automated processes require less manual effort on the part of the HR department.

• Traceability: The communication history with each applicant can be traced seamlessly.

• Scalability: The process remains efficient even with a high volume of applicants.

Request feedback

Feedback from applicants is extremely important in order to continuously improve the application process. As a recruiter, you should therefore actively seek feedback. Ideally, this should be done at two points in time:

1. Directly after receiving the application: Ask the applicant whether the process has gone well so far and whether they have any suggestions for improvement. Example: "Thank you for your application. Please let me know if you have any suggestions on how we can make the application process more pleasant for you."
2. At the end of the process: Ask for constructive feedback here too, regardless of whether the applicant has been hired or not. Example: "Thank you for taking part in the application process. Please let us know what we can do better in the future to make applicants feel comfortable with us."

By asking specific questions, you show interest in the applicant experience. You can use the feedback to eliminate weaknesses in the recruitment process. An applicant management system can also often be used to send out automatic feedback surveys.
 

Avoid common mistakes

When communicating with applicants, there are some typical mistakes that should be avoided at all costs. These include:

• Not contacting applicants for weeks after receiving their application

• Sending impersonal mass emails 

• Contacting applicants only 1-2 times in the entire process

• Only contacting applicants formally, even young applicants

• Do not provide interim information and leave applicants in the dark

• Sending incorrect cover letters with incorrect names or positions

Conclusion

How you deal with applicants during the recruitment process is crucial to attracting the best candidates for a position. The right approach and communication can build trust and arouse interest. Overall, a professional, respectful and authentic approach shows applicants that you recognise their potential and that they are welcome. An applicant management system supports this by automating routine tasks and creating capacity for the important interpersonal contacts.