Candidate NPS: What are Candidates Saying About You When You’re Not in the Room?

We hear a lot about ‘customer-centricity’, putting the customer at the heart of everything you do. For years, organisations have been using Net Promoter Score (NPS) to measure their customer experience and to generate feedback that boosts data-driven decision making. However, when it comes to measuring the candidate experience, companies are missing out on candidate NPS.

What is NPS?

Net Promoter Score, or NPS, began as way for organisations to measure customer satisfaction and loyalty. By asking one question—“On a scale from 0 to 10, how likely are you to recommend this product/company to a friend or colleague?”—organisations can gauge which customers are promoters, and which are detractors.

Graphic depicts how candidate NPS  is scored.

Overall NPS score can range between -100 and +100, and the higher the score the better.

Why Candidate NPS?

Why is NPS an important measurement for talent acquisition leaders? Our research into candidate experience revealed that: 

  • Only 5% of candidates rated their experience excellent
  • But 66% of candidates have never been asked to provide feedback on their recruitment experience.
  • Yet, 9 out of 10 have provided feedback when asked.

With such a small percentage of candidates having an excellent recruitment experience, it’s imperative for organisations to start benchmarking their candidate experience in order to make data-driven improvements.

Yet, so few organisations are leveraging Candidate NPS. In a recent poll, we asked whether our database currently use, intend to use or have no plans to use NPS to measure their candidate experience. Our audience told us the following:

  • 7% currently use NPS
  • 21% don’t plan to 
  • 64% intend to start
  • 7% have other plans

Getting Started with Candidate NPS

Consider adding a communication to your CRM after critical stages in your recruitment process like the assessment centre or hiring manager interview—regardless of outcome. By asking one simple question and the candidate’s reasoning for their rating, you can gather valuable data to drive continuous improvement in your candidate experience.  

After gaining an initial benchmark, you can measure Candidate NPS overtime to see how your process improvements are impacting the candidate experience. Combined with other metrics, you’ll be on your way to understanding the impact of your talent acquisition program and improving your recruitment outcomes.