The Importance of Candidate Experience in Executive Hiring: Crafting a Brand Through People
Debbie Morrison • November 27, 2023

In executive hiring, the nuances of the candidate experience often spell the difference between attracting exceptional leadership talent and settling for mediocrity. 


As companies compete fiercely for skilled leaders, the importance of a positive candidate experience has moved from a 'nice-to-have' to a critical component of an organisation's employer brand. But what makes this experience so pivotal in executive hiring, and how can it shape your company's future?


In the high-stakes arena of executive hiring, particularly in dynamic sectors like consumer goods and food & beverage, the candidate experience isn't just a step in the process; it's a pivotal chapter in your organisation's story. 


As companies vigorously compete for the very best leadership talent, the nuances of this experience transition from a 'nice-to-have' to a decisive factor in shaping your employer brand. 


It’s about more than filling an executive position; it’s about attracting a visionary capable of steering the organisation towards uncharted territories of innovation, sustainability, and customer engagement.


This journey, often undervalued, is where your organisation's narrative meets the aspirations of leading professionals. It's not merely a procedural pathway; it's a golden opportunity to communicate your values, culture, and vision to those who can amplify them. 


First impressions and sustained interactions make or break crucial decisions, understanding and optimising the candidate experience is not just beneficial; it's essential for securing the right leadership that aligns with and propels your company's ambitions forward. So how can boards ensure the candidate experience is positively contributing to their hiring objectives?


First Impressions Count: Crafting the Initial Touchpoints

The adage "You never get a second chance to make a first impression" holds profound truth in executive recruitment. The initial touchpoints between a prospective candidate and an organisation set the stage for the entire recruitment journey. This phase includes the outreach strategy, the clarity, and appeal of job descriptions, and the professionalism in early communications.


A LinkedIn report revealed that 69% of professionals agree that a company's reputation as an employer is essential when considering a new job. This statistic underscores the significance of first impressions in the recruitment process. When reaching out to potential candidates, it’s crucial that organisations convey their values and culture through every interaction, starting with the job description itself.


The position description or hiring brief should be more than a list of responsibilities and qualifications; it should narrate the story of your organisation, its vision, and where the candidate fits into this picture. It should feel inviting, engaging, and reflective of the company's ethos.

A compelling position description is a unique opportunity to make a powerful first impression, one that not only informs but also captivates potential candidates. It’s about storytelling — conveying the narrative of your organisation, its vision, and how the candidate can be an integral part of this journey.



Crafting the Narrative


Start with Your Company’s Story: Begin the position description by painting a vivid picture of your organisation's history, mission, and values. This isn’t just about facts and figures; it's about sharing your ethos and the passion that drives your company forward.

Vision Casting: Clearly articulate where your company is headed. Candidates, especially at the executive level, want to know they're joining a forward-thinking and evolving organisation. Share your vision for the future and how the role they are applying for will contribute to this vision.

Role within a Story: Describe the role not just in terms of responsibilities but as a part of your company's larger narrative. How does this role contribute to the company's goals and objectives? For example, “As our Chief Technology Officer, you will be the driving force behind our technology strategy, shaping the future of innovative solutions that empower thousands of businesses worldwide.”

Culture and Fit: Emphasise the cultural aspects of your workplace. What is the work environment like? How does the team interact? What are your core values? This is particularly crucial for executive roles, as cultural fit is paramount.


Engage with Authenticity: Avoid jargon and overly complex language. The tone should be professional yet conversational, giving a sense of the human element behind the corporation.


Transparency and Communication: Building Trust with Candidates

Clear and consistent communication throughout the hiring process isn’t just a courtesy; it’s a cornerstone of building trust with candidates. A CareerBuilder survey found that 81% of job seekers say continuous communication is essential to keep them in the loop. This transparency is even more crucial when dealing with executive-level positions, where the stakes and expectations are significantly higher.


Communicating openly about the company's expectations, the specifics of the role, and the culture helps candidates understand what it would be like to work at your organisation. Regular updates about their application status and detailed feedback demonstrate respect for their time and effort, fostering a positive perception of your brand regardless of the outcome.



The Interview Experience: Reflecting Company Culture

The interview process is a mirror reflecting the company's culture and values. For executive roles, where the fit is as much about leadership style and cultural alignment as it is about skills, the interview process becomes even more critical.


It’s not just what you ask, but how you ask it. The structure of the interview, the demeanour of the interviewers, and even the setting can speak volumes about your organisation. A Harvard Business Review article emphasises the importance of interviewer training to ensure they can effectively assess candidates while also being ambassadors of the company culture.


Moreover, incorporating elements like meeting with potential team members or a tour of the office can provide candidates with a tangible sense of the working environment and ethos. Such experiences are invaluable in helping them visualise their future with the company.


Feedback and Follow-Up: Demonstrating Respect and Professionalism

Post-interview communication is often where companies falter. Providing constructive feedback, regardless of the hiring decision, is a practice that many organisations overlook. A survey by Glassdoor indicated that 94% of job seekers want to receive feedback after an interview. For executive roles, where the professional stakes are higher, this feedback becomes even more critical.


Feedback should be timely, specific, and constructive. It should aim not only to inform the candidate of their status but also to provide insights that can aid their professional growth. Such practices foster a reputation for respect and professionalism, enhancing your employer brand.



Onboarding and Integration: Beyond the Hiring Decision

The journey doesn’t end with the acceptance of the job offer. Onboarding and integration are where the promises made during the recruitment process are put to the test. A structured onboarding process for executive hires is crucial. This process should not only cover the functional aspects of the new role but also immerse the new hire in the company culture and introduce them to key stakeholders.


According to SHRM, organisations with a strong onboarding process improve new hire retention by 82% and productivity by over 70%. For executives, a tailored onboarding experience that addresses their unique role and influence within the organisation can significantly impact their effectiveness and longevity in the role.


The candidate experience in executive hiring is a powerful tool that shapes your organisation's employer brand. It’s about crafting a journey that reflects your company’s values, culture, and vision. From the first touchpoint to the final onboarding steps, each phase of the recruitment process needs to be handled with care, professionalism, and a keen understanding of what top-tier candidates seek in their next role. 


The Strategic Role of Executive Search Firms

Specialist executive search firms bring a wealth of expertise, particularly in the nuanced and high-stakes world of C-suite recruitment. Their understanding of the market dynamics, coupled with an extensive network of potential candidates, positions them uniquely to guide organisations through a meticulously tailored hiring process.


One of the key strengths of these firms lies in their ability to create a compelling first impression. This is crucial in industries where brand perception and leadership are deeply intertwined. Executive search firms excel in crafting personalised, direct, and targeted outreach strategies. They don’t just present a position description; they tell the story of your company, its vision, ethos, and the potential impact the candidate can have. This narrative is vital in captivating the attention of high-calibre executives, who are often not actively seeking new opportunities but would be open to a compelling proposition.


In the consumer goods and food & beverage industries, where trends, consumer preferences, and sustainability issues are constantly reshaping the landscape, the ability to succinctly and powerfully convey a company's vision and values is invaluable. Executive search firms facilitate informative and confidential discussions that not only highlight the opportunity at hand but also align it with the aspirational goals and values of potential leaders.


Creating a Narrative That Resonates

The ability to craft a compelling narrative can only come through and in-depth understanding of both the company’s needs and the candidate's motivations and strengths. It’s about positioning your company not just as a workplace but as a platform where transformative leadership can thrive, particularly in industries driven by innovation and consumer satisfaction.


By having these focused and strategic conversations, executive search firms ensure that the potential leaders are engaged and intrigued from the outset. This approach is particularly effective in the consumer goods and food & beverage sectors, where leadership demands a blend of creativity, strategic thinking, and an innate understanding of consumer behaviour.


Setting the Stage for Long-Term Success

Furthermore, the role of executive search firms doesn’t end with the hiring. They often play a crucial part in the onboarding and integration process. Their deep understanding of both the candidate and the company puts them in a unique position to facilitate a smooth transition, setting the stage for long-term success. This aspect is particularly critical in executive roles, where early alignment with company culture and strategic objectives can significantly impact performance and team dynamics.

Your Culture Report Won’t Show You This

By John Elliott • June 6, 2025
On paper, they were fully resourced. No complaints logged. No formal red flags. Delivery metrics holding steady. But behind closed doors, the signs were there. Delays. Fatigue. Silence in meetings where pushback used to live. And a growing sense that key people were leaning out, emotionally, if not yet physically. When the cracks finally showed, the conclusion was predictable: “We need more people.” But that wasn’t the real problem. The problem was trust. And most organisations never see it until it’s too late. The Hidden Cost of Disengagement In Gallup’s 2023 global workplace report , only 23% of employees worldwide reported being actively engaged at work. A staggering 59% identified as “quiet quitting”, psychologically detached, going through the motions, doing only what their job description demands. Source: Gallup Global Workplace Report 2023 Disengagement is expensive. But it’s also quiet. It doesn’t show up on a balance sheet. It doesn’t send a Slack message. Disengagement isn’t new, just silenced. And in executive teams, it looks different. It looks like polite agreement in strategy meetings. It looks like leaders shielding their teams from unrealistic demands, instead of confronting the system causing them. It looks like performance metrics still being met… while people emotionally check out. The issue isn’t always capability. It’s safety. Psychological, political, and professional. Many senior leaders don’t raise concerns, not because the problem isn’t real, but because they don’t believe they’ll be heard, supported, or protected if they do. And this is where the failure begins. The Leadership Lie No One Talks About We talk a lot about leadership capability. About experience, commercial acumen, execution strength. But we don’t talk enough about context. Every leadership hire walks into a culture they didn’t create. They inherit unwritten rules, quiet alliances, and legacy power structures. If those dynamics are broken, or if trust is fractured at the top, no amount of capability will compensate. According to a 2022 Deloitte mid-market survey, 64% of executives said culture was their top strategic priority. But only 27% said they actually measured it in a meaningful way. We say culture matters. But we rarely structure around it. And so new leaders walk in with pressure to perform, but little real insight into what the role will cost them emotionally, politically, or personally. We Don’t Hire for Trust. And It Shows. In executive search, the conversation is often dominated by pedigree and “fit.” But fit is often a euphemism for sameness. And sameness doesn't build trust, it maintains comfort. We rarely ask: Does this leader know how to build trust vertically and horizontally? Can they operate in a low-trust environment without becoming complicit? Will they challenge inherited silence, or unconsciously uphold it? Instead, we hire for confidence and clarity, traits that often mask what’s broken, rather than reveal it. And when those hires fail? We call it a mismatch. Or we cite the usual: “lack of alignment,” “wasn’t the right time,” “they didn’t land well with the team.” But the truth is often uglier: They were never set up to succeed. And no one told them until it was too late. The Cultural Infrastructure Is Missing One of the most damaging myths in leadership hiring is that great leaders will “make it work.” That if they’re tough enough, experienced enough, skilled enough, they’ll overcome any organisational dysfunction. But high-performance isn’t just personal. It’s systemic. It requires psychological safety. A clear mandate. The backing to make hard decisions. The freedom to speak the truth before it becomes a PR problem. When that infrastructure isn’t there, when the real power dynamics are unspoken, good leaders stop speaking too. And the silence spreads. What Trust Breakdown Really Looks Like Often, the signs of a trust breakdown don’t show up in dramatic ways. They surface subtly in patterns of underperformance that are easy to misread or excuse. You start to notice project delays, but no one flags the root cause. Teams keep things moving, quietly compensating for the bottlenecks rather than surfacing them. Not because they’re careless, but because they’ve learned that early honesty doesn’t always earn support. New leaders hesitate to make bold calls. Not because they lack conviction, but because the last time they did, they were left exposed. Board reports look flawless. Metrics track nicely. But spend five minutes on the floor, and the energy tells a different story. These are not resource issues. They’re relationship issues. And the data backs it. According to Gallup’s 2023 State of the Global Workplace report , just 23% of employees worldwide are actively engaged. Worse, around 60% are “quiet quitting.” That’s not just disengagement. It’s people doing only what’s safe, only what’s required, because trust has quietly eroded. Gallup also found that managers account for 70% of the variance in team engagement, a staggering figure that reinforces just how pivotal leadership trust is. When people don’t feel psychologically safe, they shut down. Not dramatically. Quietly. Invisibly. What’s breaking isn’t the org chart. It’s the ability to speak plainly and be heard. And by the time it’s visible? The damage is already done, and someone calls for a restructure. “Low engagement is estimated to cost the global economy $8.8 trillion, 9% of global GDP.” Gallup, State of the Global Workplace 2023 So What’s the Real Takeaway? If you’re seeing performance issues, before you jump to headcount, ask a different question: Do the leaders in this business feel safe enough to tell the truth? Because if they don’t, the data you’re reading isn’t real. And if they do, but you’re not acting on it, then they’ll stop telling you. Leadership doesn’t fail in obvious ways anymore. It fails in the gap between what people know and what they’re allowed to say. And the price of that silence? Missed opportunity. Reputational damage. Cultural decay. Sometimes, the problem isn’t who you hired. It’s what you’ve made it unsafe to say.

The Energy’s Gone, But Everything Still Looks Fine

By John Elliott • May 27, 2025
Why Culture Decay in FMCG Is a Silent Threat to Performance It doesn’t start with resignations. It starts with something much quieter. A head of operations stops raising small problems in weekly meetings. A sales lead no longer defends a risky new SKU. A team member who used to push ideas now just delivers what they’re asked. Nothing breaks. Nothing explodes. It just... slows. And from the outside, everything still looks fine. The illusion of stability In food and beverage manufacturing, where teams run lean and pressure is constant, performance often becomes the proxy for culture. If products are shipping, if margins are intact, if reviews are clean, the assumption is: we're good. But that assumption is dangerous. According to Gallup's 2023 global workplace report, only 23% of employees worldwide are actively engaged, while a staggering 59% are "quiet quitting ", doing just enough to get by, with no emotional investment. And in Australia? Engagement has declined three years in a row. In a mid-market FMCG business, those numbers rarely show up on dashboards. But they show up in other ways: New ideas stall at the concept phase Team members stop challenging assumptions Execution becomes rigid instead of agile Everyone is "aligned" but no one is energised And by the time the board sees a drop in revenue, the belief that once drove the business is already gone. The emotional cost of cultural silence One thing we don’t talk about enough is what this does to leadership. When energy drains, leaders often become isolated. Not because they want to be, but because the organisation has lost the instinct to challenge, question, or stretch. I’ve seen CEOs second-guessing themselves in rooms full of agreement. Seen GMs miss red flags because nobody wanted to be "the problem". Seen founders mistake quiet delivery for deep buy-in. The emotional toll of unspoken disengagement is real. You’re surrounded by people doing their jobs. But no one’s really in it with you. And eventually, leaders stop stretching too. We train people to disengage without realising it Here’s the contradiction that most organisations won’t admit: We say we want initiative, but we reward obedience. The safest people get promoted The optimists get extra work The truth-tellers get labelled difficult So people learn to conserve energy. They learn not to challenge ideas that won’t land. They learn not to flag risks that won’t be heard. And over time, they stop showing up with their full selves. This isn't resistance. It's protection. And it becomes the default when innovation is punished, risk isn't buffered, and "alignment" becomes code for silence. Boards rarely see it in time Boards don’t ask about belief. They ask about performance. But belief is what drives performance. When culture begins to fade, it doesn't look like chaos. It looks like calm. It looks like compliance. But underneath, the organisation is hollowing out. By the time a board notices the energy is gone, it’s often because the financials have turned, and by then, the people who could've helped reverse the trend have already left. In a 2022 Deloitte study on mid-market leadership, 64% of executives said culture was their top priority, yet only 27% said they measured it with any rigour . If you don’t track it, you won’t protect it. And if you don’t protect it, don’t be surprised when it disappears. The real risk: you might not get it back Here’s what no one likes to admit: Not all cultures recover. You can try rebrands. You can run engagement campaigns. You can roll out leadership frameworks and off-sites and feedback platforms. But if belief has been neglected for too long, the quiet ones you depended on, the culture carriers, the stretchers, the informal leaders, they’re already checked out. Some have left. Some are still there physically but not emotionally. And some have started coaching others to play it safe. Once that happens, you're not rebuilding. You're replacing. So what do you do? Don’t listen for noise. Listen for absence. Absence of challenge. Absence of stretch. Absence of belief. Ask yourself: When was the last time someone in the business pushed back? Not rudely, but bravely? When did someone offer an idea that made others uncomfortable? When did a leader admit they were unsure and ask for help? Those are your indicators. Because healthy culture isn’t silent. It’s alive. It vibrates with tension, disagreement, contribution and care. If everything looks fine, but no one’s really leaning in? That’s your problem. And by the time it shows up in the numbers,t might already be too late.