Think back to your last job interview: Was it an engaging conversation or an interrogation under fluorescent lights? Or maybe you applied to a company, had a great first- round then second-round interview…only to be ghosted. Too often, companies treat interviews as a one-way street, focusing on evaluating candidates instead of creating an honest dialogue. But interviews shouldn’t be just about assessing talent; they’re about attracting it.
If your hiring process feels cold and transactional, you’re not only missing out on great candidates, you’re also leaving a bad impression that can hurt your company’s reputation.
Here’s how to make your interviews a powerful recruitment tool.
Stop treating interviews like a one-way evaluation
Many companies still view interviews as a test that candidates must pass. But the best candidates are assessing you just as much as you’re assessing them. If your interviews feel rigid, overly scripted, or impersonal, top talent may walk away.
When companies shift their mindset from “Is this candidate good enough for us?” to “Are we a great place for this candidate?” they create a more engaging experience.
For example, a software engineer once shared with me how he declined an offer from a well-known tech company because the interview felt like an interrogation. Instead he accepted a position at a competitor, where the interviewers had engaged in meaningful conversations about the company’s vision and how he could contribute.
Make every interview a showcase of your culture
Candidates want to know what it’s really like to work at your company—and your interview process should give them a glimpse into that reality. Instead of relying on generic statements like “We value teamwork,” show them in specific ways:
- If collaboration is a core value, discuss a recent cross-functional project where teams worked together to solve a problem.
- If work-life balance is a priority, have interviewers share how leadership supports flexibility.
Create a transparent and candidate-friendly process
One of the biggest frustrations candidates have with the hiring process is a lack of transparency. No one likes being left in the dark. Companies can improve the candidate experience in a few different ways:
- Clearly outline the interview steps and timeline upfront.
- Provide realistic expectations about the role, including potential challenges.
- Follow up with candidates promptly—even if they didn’t get the job.
Zapier is known for its clear communication and commitment to creating a positive candidate experience throughout the hiring process. Many of their recruiters openly discuss this approach on LinkedIn, emphasizing the importance of responding to every applicant, even for high-volume job listings. A colleague of mine applied for a role at Zapier and, despite not receiving an interview, was so impressed by their thoughtful response that they became a customer.
Zapier reinforces this commitment on their careers page, where they transparently outline each step of the hiring process. Their dedication to openness not only benefits job seekers but also strengthens their reputation as an employer that values people.
Let candidates experience the job before they take it
Want to make your company stand out? Give candidates a preview of what it’s like to work there.
- Offer opportunities to meet potential teammates and ask candid questions.
- Walk them through a real-life project they’d work on if hired.
- Provide a short “day-in-the-life” video or case study exercise.
Some companies, like Automattic, even offer paid trial projects for candidates in roles like design, marketing, and software development. This approach helps both sides determine if it’s the right fit before making a commitment. Candidates get hands-on experience working on real projects, collaborating with potential future teammates, and understanding company expectations. At the same time, employers can assess a candidate’s skills, work ethic, and ability to integrate into the team.
Small changes, big impact
A great interview experience isn’t just about evaluating talent, it’s about attracting it. By shifting your approach from a one-sided assessment to a two-way conversation, you can:
- Showcase your culture authentically.
- Equip interviewers to engage and excite candidates.
- Create a transparent and candidate-friendly process.
- Give candidates a taste of what it’s like to work at your company.
If candidates leave your interview more excited than when they walked in, you’re doing it right. Your interview process should feel ethical, honest, and leave the candidate feeling valued, no matter the end result. When interviews are designed to attract not just assess, you’re not only hiring great talent, but also building a reputation as a company where people genuinely want to work.