Overcoming candidate “ghosting:” how to keep candidates engaged, moving forward…and showing up

Approximately 35% of jobseekers in India say they have been “ghosted” an employer—i.e 3–4 out of 10 potential hires. From cutting off communication early in the vetting process to skipping interviews without warning to failing to show up on day one, candidate ghosting has become increasingly problematic. 

While ghosting may seem like a minor inconvenience, when candidates end communication, do not show up for interviews, or even skip their first day of work, it could signal a bigger issue within your organisation. For example, it may indicate candidates do not feel connected to your team, your organisation, or the role. Rather than communicating that they are not interested in the opportunity, they “ghost” instead.

Beyond that, though, ghosting can have a profound impact on efficiency at all levels of the recruiting and hiring process. With candidates skipping out on interviews, your team may be wasting a significant amount of time vetting less-than-interested candidates, and later waiting for them to materialise for interviews.

No-shows also affect productivity. The simple act of pausing work can cause sharp declines in efficiency and productivity. On average, it takes about 25 minutes to return to a previous task after being disrupted. A fruitful interview can compensate for this loss in productivity, but time spent waiting for a no-show is merely time wasted.

Ghosting and the pandemic

Ghosting isn’t a new trend—the phenomenon was on the rise before the COVID-19 pandemic, and both jobseekers and employers are fueling the trend. 

To combat ghosting, your team should implement measures to prevent no-shows at every phase of the recruitment and hiring process.That starts with improved communications between hiring teams and candidates—specifically, personalised touches paired with automated messaging. Keep in mind that, without a “face” behind your organisation, candidates may be more inclined to ghost. By introducing a human touch to the process—e.g., a quick video check-in, phone call, or personalised email—candidates may be more likely (at the very least) to contact your team if they decide to drop out of the hiring process.

Check your communication style 

It’s also important to consider how you are communicating with, and confirming, candidates. Studies have found that Indians prefer communicating about more serious topics via text message or email, rather than phone calls. 69% of Indians said they say things in texts and emails that they wouldn’t say in person or over the phone. Therefore employers stand a better chance of reaching candidates through text messages or emails than phone calls. 

Depending on previous candidate engagement, integrating text messaging may be a simple way to curb some ghosting. With 90% of people opening texts within three minutes—and texting having five times the open rate and eight times the response rate of email—this communication shift should increase the odds that candidates will read critical messages.

Although texting is fast becoming a go-to communications tool among HR professionals, be sure to acquaint yourself with texting etiquette before unleashing your staff’s thumbs. SHRM offers these three guidelines:

1. Get permission from recipients first – i.e. do not send unsolicited text messages to prospective candidates.
2. Keep messages short. Texting is best used for automated notifications, sending logistics information (e.g. interview times/locations) or asking fast follow-up questions. Use emails or phone calls for lengthier communications.
3. Keep it professional. Resist the temptation to include emojis or clever abbreviations in texts to jobseekers. Remember: your team’s texts and other communications should consistently uphold the brand.

Be flexible 

Another potential ghosting solution: offer candidates flexible scheduling, including evenings and weekend time slots. By striving to accommodate candidates’ schedules, jobseekers may be more likely to move ahead in the process, even if their current weekday schedules don’t allow for in-person interviews.

Given the increase in remote work and the desire for flexibility in time and location, members of your HR team may be open to shifting their schedules to conduct these interviews. For example, a team member might prefer to start work later (one or two days a week) in exchange for conducting after-hours candidate check-ins.

Virtual interviews are also a good option for busting some ghosts, even if your team has already returned to the office. 51% of jobseekers in India say being able to interview from anywhere is appealing, and 37% say they feel less intimidated by the prospect of interviewing remotely¹. 

Ultimately, it is about putting yourself in a candidate’s shoes. What would you want from a recruiter and hiring manager right now? What would make a business stand out from the competition, and make you want to move toward an offer? Those engagement tactics are good next steps to help reduce ghosting.

¹Indeed survey, n=500