Why Treating Candidates Like Customers is Essential—Even If You’re Not Selling Fancy Sneakers

We’ve all had those moments—waiting forever for an interview response, only to be ghosted like a bad date. It’s frustrating, right? But here’s the thing: candidates aren’t just another resume on your desk. They’re potential future customers, advocates for your brand, or your worst critics if you mess it up. And no, this doesn’t just apply to big-name consumer brands. Whether hiring for healthcare, tech, or a super niche business (shout out to underwater basket weaving), how you treat candidates directly impacts your business. Let’s break it down.

Recruiters: You’re Customer Service for the Company (No Pressure)

As a recruiter, you’re like the ultimate customer service rep, but instead of angry calls about a late delivery, you’re fielding candidates excited (or nervous) about a new job. If you treat them like they’re lucky to get a response, guess what? They’re talking about it like they would after a terrible Amazon purchase. But when you treat them respectfully, give timely feedback (even if it’s a “Sorry, it’s not you, it’s us”), and stay professional, they’ll still walk away loving your company. You’re not just filling positions—you’re building brand advocates.

Hiring Managers & Interviewers: The ‘Culture Sheriffs’

Hiring managers, if your interviews feel like a trip to the DMV, you’re not strictly painting a picture of an extraordinary workplace. Candidates are evaluating you just as much as you’re evaluating them. If your process is chaotic, disorganized, or lacks communication, candidates will take that as a sneak peek of what working there will be like. Create a smooth, respectful, engaging experience, and candidates will walk away thinking, “I want to work here.” Bonus: they might even spread some positive vibes about your brand.

Business Leaders & Executives: It’s Not Just About Hiring, It’s About Business

Now, you might say, “We’re not selling sneakers or coffee—why does candidate experience even matter to us?” Well, let me share a little story. I once applied for a job at a famous brand I loved for years. They ghosted me without a simple “thanks, but no thanks.” I was so frustrated that I donated every item I owned from that brand and vowed never to buy from them again. (Spoiler: I haven’t.)

Now, picture that experience with your company. Even in healthcare, tech, or anything in between, how you treat candidates can directly influence your reputation, partnerships, and sales. Candidates today might be clients, partners, or influencers tomorrow. A bad experience isn’t just lost talent—it could cost you future business. Treat them like numbers, and they’ll remember. Treat them like valued customers, and they’ll spread the word that your brand—your whole company—is worth supporting, whether they get the job or not.

Consumer Brands Aren’t the Only Ones Who Should Care

We all expect Ritz-Carlton service from the brands we buy from, but here’s the thing: candidates expect the same treatment from every company. And it’s not just consumer brands that need to worry about this. Whether you’re selling SaaS software or medical devices, candidates are judging you the same way they’d judge a brand whose product they’re buying. If you treat them poorly, they’ll remember and tell their network, which can have a much broader ripple effect than you think.

The Takeaway: Treat Candidates Like Customers (Unless You Want to End Up on Their ‘Do Not Buy’ List)

Let’s cut to the chase: when recruiters, hiring managers, and executives treat candidates like valued customers, it’s a win-win. You’ll attract better talent, build a stronger employer brand, and maybe earn lifelong customers. But ignore the candidate experience, and you’re setting yourself up for bad reviews, lost business, and a talent pool running the other way. So, whether or not you sell fancy sneakers, treat every candidate like a customer—it’ll pay off.