By: Karl Wierzbicki, Director of Marketing, InFlight


Have you ever wondered what candidates think of your brand, your company, and your apply flow experience – and how these factors could directly impact your recruiting efforts? 

Understanding your candidate experience matters more today than ever before. The job market is tight and talent is in short supply. And Glassdoor cites that a poor candidate experience or bad reputation are two of the main reasons candidates typically reject job offers. 

This is exactly why a good candidate experience is critical to your recruiting efforts, and why understanding your Candidate Net Promoter Score (CNPS) can help you achieve  the type of candidate experience that will influence candidates to say “yes” to your offers.


What is Candidate NPS? And how is it calculated?

Candidate Net Promoter Score (CNPS) is a key metric that companies use to measure how candidates view your hiring process, your employer brand, and what they will tell others about their experience, your process, and your company. In other words, it’s how talent rates their candidate experience with your company. 

CNPS is calculated by surveying candidates and asking the question, “on a scale of 0 to 10, how likely are you to recommend to a friend?” Once you’ve collected the answers to this question, you can categorize candidate answers into three groups:

  • Candidates who answer with a 9 or 10 would most likely recommend to a friend, so they are promoters.
  • Candidates who answer with a 7 or 8 are neutral, so they are passives.
  • Candidates who answered between 0 and 6 most likely wouldn’t recommend to a friend, so they are detractors

Then, to calculate CNPS, you subtract the percentage of “detractors” (candidates who wouldn’t recommend you) from the percentage of “promoters” (candidates who would recommend you). 

While often companies are most likely to administer a CNPS survey after an application has been submitted or post-the first interview, the CNPS can be measured at any stage of the candidate journey.

Now that you have an understanding of what CNPS is, let’s move on to why it’s so critical to your recruiting efforts. 


Here are 3 reasons why your organization should measure CNPS:

1. CNPS improves the candidate experience

CNPS serves as a valuable candidate feedback metric. When tracked over time, it can offer valuable insights into how candidates feel about all of the touchpoints they encounter along their candidate journey.

By providing candidates with a way to provide feedback, talent acquisition teams can better understand what is and isn’t working well, and how they can improve their overall candidate experience.  

Furthermore, just by administering the CNPS survey you’re likely to boost your perceived candidate experience. Research from the Talent Board indicates that there is a 72% increase in the candidate experience when a company asks for feedback or administers a survey at all!

2. CNPS can increase candidate conversions over time

By administering a CNPS survey, talent acquisition teams receive first-hand insights into how to improve their process. Using this feedback, organizations can enhance their career site, apply flow, and interview processes to ensure the overall experience is branded and fully optimized. These types of optimizations can help reduce drop offs and contribute to an overall increase in the applicant conversion rate.

3. CNPS has a positive business impact

The measure of your CNPS can be used to benchmark against your competitors or other organizations. By improving the overall candidate experience, even for those who don’t land a job, candidates are more likely to continue to have a relationship with your company moving forward.

This is critical because, as you know, your candidates are also your customers. If your organization provides a poor candidate experience, your customers are likely to sever their ties with your organization and stop doing business with you, negatively influencing the potential growth of your company.


The outcome

The positive results of this organization’s CNPS survey shows that organizations who invest efforts in improving their process and collecting feedback deliver an experience that candidates perceive more favourably. 

Dedicating the time to measuring the CNPS helped the company’s talent acquisition team to better understand their candidate journey and contributed to an increase in candidate conversions. In fact, candidates talked about the quality of the company in the same breath as the quality of the apply flow experience, suggesting that the two are interrelated in candidates’ minds.


How can you measure CNPS at your organization?

The InFlight Employee Experience Platform (EXP) enables you to administer a CNPS survey at any point in the candidate journey to gather quantitative and qualitative data on your candidate experience. InFlight’s EXP also features advanced analytics that provide a range of valuable insights, including:

  • When candidates drop off in between stages of the recruiting funnel
  • How many applicants are at each stage in the appy flow process and how long each stage has taken
  • The ability to see the outcome of prospective changes to your process using A/B testing functionality


The takeaway

Employer branding isn’t just about the messaging, colours and logos – it’s about the experience candidates and employees have when they interact with your systems and processes.

By measuring your Candidate Net Promoter Score and actioning on the feedback received, your organization can improve your candidate experience, increase candidate conversion rates over time, and positively impact business outcomes.


Want to learn more? Visit our product page to learn how InFlight is helping leading organizations transform their employer brand experience to convert more candidates.
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