How Interviewing Practices Shape Your Company Reputation and Employer Brand

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First impressions are a two-way street in hiring. Candidates evaluate companies just as much as companies evaluate them. In fact, 75% of job seekers look up a company’s reputation before applying and 50% of will not work for a company with a negative reputation.

A transparent and respectful hiring process can attract top talent. Notably, the interview stage is make-or-break for keeping talent in the hiring funnel. Learn what interview practices create a positive employer brand and what actions drive candidates away.

What is Employer Branding and Why Does it Matter?

In short: Employer branding is your company’s reputation in the talent market. It reflects how people experience your culture, values, leadership, and opportunities. Your reputation is determined by current employees, past employees, and job seekers alike.

Employer branding includes:

  • Company Culture: The values, behaviors, and environment that shape the employee experience.
  • Candidate Experience: How people are treated during the application and interview process. Communication, transparency, and respect matter.
  • Employee Value Proposition (EVP): What employees get in return for their work, such as compensation, growth opportunities, flexibility, and purpose.
  • Reputation and Reviews: What people say on platforms like Glassdoor, Indeed, LinkedIn, and in their personal networks.
  • Leadership and Communication: If leadership members are visible, approachable, and inspiring.
  • Employee Advocacy: Whether your current team speaks positively about the company, and whether they’d refer others.

Employer Branding and Hiring

A strong employer brand is like a magnet for strong candidates. If your company is positioned as a leading employer in your region or industry, you’ll have a competitive advantage. In contrast, a weak employer brand can deter skilled professionals from applying.

Candidates can search online for a company’s reputation in seconds. Platforms like Glassdoor provide an outlet for employees and job seekers to anonymously rate employers on salary, interviews, or benefits. This type of online information has power and can have lasting consequences.

Employer Branding and Revenue

Your employer brand not only affects hiring, but it can also affect revenue. An employer branding study found that 64% of consumers will not purchase from a brand if they’ve heard about poor employee treatment. Compared to other generations, Millennial employees are most likely to stop buying and promoting a brand if they personally have a bad employee experience. While the vast majority of companies believe employer branding has an effect on revenue, less than half actually monitor the data.

Creating a Positive Employer Brand During the Interview Process

The interview is a crucial step in the hiring process. It offers a firsthand look into a company’s values and professionalism. Learning how to facilitate an efficient and transparent interview process will help establish a strong employer brand.

Clear Communication & Expectations

Setting expectations and providing clarity during the interview process demonstrates professionalism and courtesy.

“When candidates know what to expect, they feel respected. That makes a huge difference,” says, Tracy Gold, a staffing pro with over 20 years of serving as a client advisor. “I’ve seen frustration build quickly when communication breaks down. In a tight job market, keeping candidates in the loop goes a long way in building trust.”

Consider these tips to help set the tone:

  • Provide a clear timeline: Be up front with how many interviews a candidate should expect and the timing for each stage.
  • Send detailed meeting invites: The meeting invite should include the interview date, time, and location. If it’s virtual, be sure to include the link. Sharing the interview structure and interviewer contact info ahead of time is helpful.
  • Set expectations: When closing out the interview, provide a realistic response time and what to expect for feedback.

Respecting Candidates’ Time

A streamlined and respectful process signals that a company values efficiency and is respectful of others’ time.

Being punctual and prepared for interviews is essential—for both parties. Excessive delays can create frustration and leave a negative impression. If an interview is scheduled for an hour, it should not run longer.

Avoid excessive interview rounds and stick to the standard 2-3 rounds (which includes a phone screen).

Showcasing Company Culture Through Interviews

A company’s culture is a major factor in a candidates decision to accept a job. 56% of job seekers even say culture is more important than salary. A candidate should leave an interview excited to work for the company, the manager, and the team.

Sharing stories that highlight the work environment can make a positive impression on candidates. Employee experience and team-building activities are excellent topics to communicate culture.

Gold encourages her clients to avoid making the interview all-business. “Discussing the role and responsibilities is the bare minimum of an interview,” she says. “Interviewers need to help candidates visualize themselves within the organization. Giving examples of volunteer initiatives, company trips, or fun office amenities will do the trick.”

She explains further, “If a company wants to communicate a positive and friendly culture, they shouldn’t be afraid to get personal. Connecting over shared experiences or common interests can create a memorable conversation for both sides.”

Why “Ghosting” Applicants Will Harm Your Company’s Reputation

“Ghosting,” or suddenly stopping all communication with a candidate without giving a reason, is unprofessional and detrimental to your brand. Yes, 80% of hiring managers say they have ghosted a candidate. If a candidate is no longer considered for the role, it is best practice to inform them.

Candidates invest time and effort into the hiring process. They rely on timely feedback to make career decisions. Being ignored can create resentment. Candidates start to assume: “If this is how they treat people during hiring, what’s it like to work there?” That reputation spreads quickly.

When candidates feel disrespected, they vent on sites like Glassdoor, Indeed, or LinkedIn—and those reviews have an impact. 55% of job seekers said a negative review deterred them from applying for a position.

Gold explains that when candidates are ghosted it doesn’t just hurt that one relationship—it damages future ones, too. These candidates often won’t reapply, refer others, or accept offers down the line.

“We had a client who went quiet on a great candidate after final interviews. A few weeks later, their top choice backed out, so they circled back to try and reengage. But by then, the original candidate had completely checked out. They told us they didn’t feel valued and wouldn’t consider the role. It was a tough lesson in how silence can close doors for good.”

Strengthening Your Employer Brand for Long-Term Success

To boost your employer brand, look for ways to improve the hiring processes. A fast-paced and transparent interview pipeline will make your company an attractive option for candidates.

A staffing agency does more than fill open roles—they strengthen your employer brand. Agencies are hiring experts. They create a smoother, more candidate-friendly experience from start to finish.

A great agency acts as an extension of your internal hiring team. They represent your culture, values, and expectations in every interaction with candidates. Recruiters provide consistent and timely communication to make candidates feel respected and stay engaged.

In the interview process itself, agencies play a hands-on role:

  • They prescreen and prep candidates so hiring managers meet only the most qualified and aligned talent.
  • They coordinate logistics between all parties, eliminating tedious scheduling.
  • They manage follow-ups and feedback loops to align employers and candidates.

At a time when employer brand and candidate experience are directly linked, you need a staffing partner who is also a brand ambassador.

Contact us to streamline your hiring process and protect your brand.