Forgotten touchpoints in the candidate journey

‘Surely the most important touchpoint is the career page or the job advertisement?’

If you think so, you probably work in HR or are part of senior management. But as clear as the answer may seem, it is often wrong.

Many companies analyse their impact internally, looking through their own lens. They talk about culture, benefits and vision. In doing so, they overlook the essential: how they are actually perceived. From the outside. By applicants. By employees. By former employees. By people who form an impression long before you even have the opportunity to actively communicate.

We all live in bubbles. And they are comfortable, but dangerous.

Whether in Berlin, Cape Town or Bangkok, people tend to perceive their environment as ‘normal’. What we are used to seems logical, coherent and right. But if you look out of the same corner for too long, you quickly forget that there is much more out there than your own business bubble.

Travel changes this perspective. It forces us to question our habits. Suddenly, what was normal before seems narrow, rigid and outdated. Other cultures have different rules, values and forms of communication. It is precisely this change of perspective that is often lacking in the world of work.

What does this have to do with employer branding? A lot.

Employer branding does not start with the brand message. It starts with perception. And this perception is formed in countless small ways that we rarely think about.

The behaviour of managers on LinkedIn, i.e. what they share, comment on or don’t comment on.

The tone of voice in job interviews.

• The behaviour during offboarding.
• The authenticity of the career page.
• The reality behind the fruit basket.

Each of these touchpoints is a piece of the puzzle. Together, they form the picture that others have of you. And the big question is: Does this picture match what you see yourself, or are you living in an illusion?

The candidate and employee journey is more than just a process

If you think strategically about employer branding, you cannot ignore the candidate and employee journey. It is not simply a process diagram on a flipchart. Nor is it an isolated HR project. And it is certainly not a measure that can be implemented ‘just like that’. It is the common thread that connects everything, from the first impression to the last memory.

What many people underestimate: This journey does not begin when the application is received. It begins with the very first contact. Perhaps it was a social media post, a Google review, an appearance at a trade fair or a conversation among friends. The journey starts quietly, often casually, but it has an immediate effect.

And that is precisely why it is the most effective tool at your disposal. Not through staging, but through authenticity.

It’s easy to design a journey. But it’s hard to live it credibly. Because real journey work means:

• Thinking ahead in terms of leadership, not just operationally, but also culturally.
• Taking a holistic view of communication, from HR to marketing to senior management.
• Synchronising touchpoints instead of letting them run parallel to each other.
• Analysing mistakes, not just justifying them.

And above all, journey work requires consistency.

• Honest onboarding fizzles out if everyday life is later characterised by control and silo thinking.
• A strong career page loses its impact if candidates do not receive a response during the application process.
• An inspiring LinkedIn presence for executives is useless if there is no trust within the company. Impact always happens. The only question is: what kind?

That’s why it’s so crucial to consciously design the candidate and employee journey. It shouldn’t be left to chance or old patterns.

By the way: ignoring applicants today doesn’t just signal disinterest. It actively communicates disorganisation and disrespect. Communication is a touchpoint. And ghosting is a negative one. The same applies to generic LinkedIn posts that have been edited five times until every last spark of creativity has been optimised out. Or to companies that talk about meaning and development on their career pages, while internally micromanagement reigns and employees regularly burn out.

Employer branding doesn’t end with a slogan. It starts with honesty.

How to break out of the bubble with two concrete approaches

1. Change your perspective through external analysis

You don’t need an elaborate study, just an honest mirror. Someone who looks at your touchpoints without the internal shortcuts and usual justifications. Someone who views your impact through the eyes of your target group as an applicant, employee or observer.

This means

• Analysis of the entire candidate and employee journey – from initial perception to offboarding.
• Evaluation of communication – what is said, how it is said, what can be sensed between the lines.
• Identifying inconsistencies between claims and reality.

2. Have the courage to engage in genuine encounters

Employer branding is not a one-way street. It thrives on dialogue. Companies that actively listen, seek targeted feedback and seriously reflect on how they come across build trust.

Here are some concrete steps you can take:

• Conduct qualitative interviews with applicants – including those you have rejected.
• Ask employees about moments that have inspired or irritated them, and not just in annual surveys.
• Observe how former employees talk about you on Kununu, LinkedIn or in their personal circles.

Because wherever genuine encounters are possible, a genuine brand is created.

Conclusion: Forgotten touchpoints sabotage your candidate journey

They always have an effect. The question is: Do you consciously shape this effect, or do you leave it to chance?

If you take employer branding seriously, you cannot rely on nice slogans, glossy career pages or perfectly staged LinkedIn posts. Because it is precisely in between, in the often overlooked, everyday and seemingly small situations, that how your brand is actually perceived is decided.

An unanswered application process. A condescending comment in the exit interview. A failed first day at work. These are not side notes. These are touchpoints. And forgotten touchpoints sabotage your candidate journey. Quietly. Unnoticed. But lasting.

And the touchpoints? Think all the way through to offboarding. Many candidate journey concepts stop at onboarding. But that’s often where an employee’s emotional journey begins. Those who feel welcome stay. Those who feel belittled look for a way out. Those who leave with respect become brand ambassadors. Those who leave disappointed warn others. And permanently.

The solution does not lie in more marketing. It lies in greater awareness. In a genuine change of perspective. Away from an internal view and towards lived experience. Away from gloss and towards substance.

Because at the end of the day, it is not your message that shapes the image. It is your behavior. And only those who are prepared to leave their own bubble can begin to build an employer brand that lasts. Both internally and externally.

Notes:

Want to break out of the bubble and make a real impact? Then start with a thorough analysis of your candidate journey. Belinda Weibel will support you with an honest outside perspective, sound methodology and practical ideas. So that your employer brand not only looks good, but also makes a difference. Simply get in touch with her on LinkedIn.

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