Many candidates start their new job with a question mark: Will I be seen, respected, and taken seriously here? Whether the answer is yes or no is decided earlier than many companies think.
Skilled professionals can choose where they go and just as quickly where they don't. The candidate experience is the first encounter with the corporate culture and determines the initial “brand moment.” And not just during onboarding, but from the very first contact: from the response to an application to the tone of the interview and the transparency of the process. Even small inconsistencies, such as unclear feedback or long waiting times, can cause doubts to grow. If psychological security is also lacking, i.e. the feeling that you can show yourself without fear of rejection, the process quickly becomes a burden instead of an opportunity.
It's about much more than personal sensitivities. Studies show that trust, respect, and equality are direct drivers of offer acceptance, recommendations, and employer image in recruiting (BCG 2023; Compass HRG 2024; DCI 2023). Companies must anchor these consistently in order to attract talent and loyalty.
Trust is the new USP: Why psychological safety strengthens employer branding
Trust is silent – yet it is crucial and the basis of every human relationship. In recruiting, this means that how applicants feel during the process shapes their impression of the company. What many forget is that it is not only about response times or processes. It is particularly important that applicants feel they can speak openly during the interview. That there is room for uncertainty. Those questions are welcome and not interpreted as weakness.
This psychological safety influences precisely this perception. Those who feel secure in the selection process are more likely to choose the company. According to an international BCG survey of over 90,000 applicants, 74% say that the quality of communication in the recruiting process is a decisive factor in their job decision (BCG 2023). And in this case, quality means clear, transparent and honest, regardless of the outcome of the interview.
Employer branding clearly demonstrates this. Talented individuals remember less about the application process itself and more about the attitude they were met with. Trust is built when people feel respected, taken seriously, and informed - even if they don't get all the answers. Companies that actively demonstrate this attitude don't differentiate themselves through promises, but through behavior. And that's exactly what sticks in people's minds.
Touchpoints with a lasting impact: what really matters in the application process
In recruiting, there are no small moments. Every message, every conversation, every decision leaves a mark and either promotes trust or causes uncertainty. The first points of contact in particular reveal how seriously a company takes its values.
Our colleagues at CareerTeam sum it up aptly: “Candidate Experience = Corporate Culture in Real Time” (CareerTeam 2025). Whether someone feels welcome, is treated fairly, or receives clarity about the next steps is immediately linked to the organization as a whole. It is precisely at these points that a person decides whether to stay, leave, or even actively advise others against joining.
Lots of application processes still follow old patterns: automated emails, standardized questions, long periods of silence. But candidates are looking for guidance. Who is my contact person? What happens next? How openly can I speak? The clearer and more human these touchpoints are, the more security they create. And this security has a direct impact on how the entire process is evaluated.
According to Compass HRG, top candidates are more likely to abandon a selection process if they feel they are not being treated with respect or are not receiving answers to important questions (Compass HRG 2024). They often drop out not because of a lack of interest, but because they feel they have lost control. Companies that take a stand here come across as strong: through reliability, transparency, and respectful communication on an equal footing.
Trust is not created by perfect processes, but by tangible attention. Those who see their touchpoints as moments to build relationships demonstrate one thing above all else: character.
Language creates security: authenticity and transparency as success factors
Words create reality – particularly in recruiting. Candidates often only have a few sentences to get a feel for what their counterpart is really like. Emails, job advertisements, interviews, and rejections reveal whether a company communicates to control or to build trust.
What counts is not so much the perfect style of language as the attitude behind it. Those who communicate authentically do not shy away from difficult topics—such as uncertainties within the team, new management structures, or learning curves in this position. This honesty is more credible than any polished employer branding story. Applicants know that no company is perfect. But they expect you to be open about your weaknesses.
Persoblogger believes that the language used in job advertisements and rejection letters is an underestimated lever for employer branding (Persoblogger 2025). Those who show empathy here instead of resorting to clichés signal attitude – and, once again, character. DCI also emphasizes the relevance of consistent, inclusive, and realistic communication across all touchpoints in a recruiting study (DCI 2023). The clearer the language, the stronger the bond.
Language is more than a means to an end. It is a sign of respect. And it often determines whether a company is perceived as credible, human, and trustworthy – or as interchangeable.
Avoiding pitfalls: What immediately makes candidates suspicious
Of course, trust cannot only be built up, it can also be lost in seconds.
Especially in recruiting, there is less room for error than many people think. Applicants are sensitive to subtle cues: silence after the interview, vague statements about the next steps, unclear role assignments during the interview, or suddenly disappearing after initially showing interest, also known as ghosting.
According to Compass HRG, dropout rates rise significantly when candidates feel they are not valued or treated with respect (Compass HRG 2024). DCI also shows that a lack of transparency, opaque feedback, or inconsistent behavior on the part of interviewers are perceived as particularly negative – with noticeable consequences for the employer's image (DCI 2023).
There is another risk: dishonesty in the presentation of the role or corporate culture. Anyone who raises expectations in their communication that are not fulfilled later on undermines not only the candidate's trust, but also their subsequent commitment to the job. Trust that is lost can rarely be fully regained.
So what can be done? Clearly define processes. Address expectations openly. Don't hide uncertainties, but put them into context. And above all, show attitude when things get complicated. This is precisely where the impression of a professional employer differs from that of an interchangeable provider.
Conclusion: Psychological safety – the underestimated building block of strong brands
Employer branding begins when people decide to get in touch with a company. And the recruiting process determines whether this encounter creates trust or distance.
Psychological safety is more than just a feel-good factor. It has a direct impact on key performance indicators such as completion rates, recommendations, and reputation. Companies that consciously shape this aspect of their business not only attract talent. They leave a lasting impression. And they send a signal that goes far beyond the application process.
The good news is that trust costs nothing. But it means everything! And it requires attention. Those who listen, communicate clearly, and treat people with respect stand out. Not through volume, but through attitude. Show your character.
Would you like to strengthen your candidate experience and create application processes that build trust instead of causing uncertainty?
Foxio Consulting supports you in integrating psychological safety into your recruiting process in a targeted manner: with clear communication, people-centered process design, and digital expertise. Talk to us about how you can use trust as a strategic value and strengthen your employer brand in the long term. We look forward to hearing from you.
Sources
- BCG (2023): What Job Seekers Wish Employers Knew
- CareerTeam (2025): Candidate Experience ist Unternehmenskultur in Echtzeit
- Compass HRG (2024): Psychological Safety in the Recruitment Process
- PALTRON (2023): Five Steps to successful Employer Branding
- DCI Consulting (2023): Fusing DEIA into the Candidate Experience
- Persoblogger (2025): Psychologie im Recruiting
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