Why do 60 percent of applicants abandon the application process prematurely? Why do top talents suddenly decide to join the competition after a successful interview? How do successful Swiss companies manage to turn interested parties not only into employees, but also into genuine brand ambassadors?
The answer lies in a well-designed candidate journey. At a time when the shortage of skilled workers in Switzerland continues to grow— according to the University of Zurich's Skilled Labor Shortage Index, demand is still 22 percent above pre-pandemic levels despite a slight decline—no company can afford to be careless in its dealings with applicants. Every point of contact counts.
The candidate journey describes much more than just the administrative process from receipt of the application to signing the contract. It encompasses all the emotional and rational touchpoints that potential employees have with your company—from the first Google search result to the job advertisement to the first days on the job.
The Swiss job market has undergone a fundamental change. Whereas in the past it was applicants who had to apply to companies, today it is companies that have to apply to candidates.
This shift in power is particularly evident in the figures: according to a recent analysis by JobCloud, qualified professionals today are primarily looking for a better work-life balance, personal well-being, and meaningful work. Traditional incentives such as bonuses or prestigious titles are becoming increasingly less important.
The shortage of skilled workers is particularly pronounced in the healthcare, IT, and skilled trades sectors. In Zurich, Basel, and Bern, companies are literally fighting over every qualified candidate. The average vacancy period has increased to over 90 days in many industries—a costly development for Swiss SMEs.
The consequences of a poor candidate experience are devastating:
72 percent of applicants share negative experiences on their digital networks. In the relatively small Swiss business world, where industry colleagues often know each other personally, a poor reputation as an employer can quickly become a competitive disadvantage. Even more seriously, negative reviews on platforms such as Kununu or Glassdoor influence up to 55 percent of future applicants in their decision.
A professionally designed candidate journey follows a structured process, with each phase presenting its own challenges and potential for optimization.
The first impression is made long before an application is received. The first decision is already made when searching Google for "jobs in Zurich" or "employers in Basel."
Swiss companies need to be present here. A study by Softgarden shows that 68.4 percent of applicants consider Google an indispensable tool for their job search. Young talent and women in particular make intensive use of the search engine to check out employers. In concrete terms, this means that without a well-thought-out SEO strategy, you will miss out on the majority of your potential applicants.
Once a candidate has found your company, the intensive research phase begins. 81.5 percent of job seekers conduct a comprehensive background check on potential employers.
Your career page becomes your digital business card. However, many Swiss SMEs underestimate its importance. Instead of generic stock photos of smiling people in suits, applicants expect authentic insights. Show your team at work in Lausanne, present your modern office environment in Zurich, or let employees speak for themselves in videos.
Concrete information beats marketing buzzwords: Applicants want to know what everyday working life is like, what development opportunities exist, and how work-life balance is actually achieved. Transparency regarding salary ranges—for example, "CHF 80,000 to 95,000 depending on experience"—increases the likelihood of an application by up to 30 percent.
This is where the wheat is separated from the chaff. A complicated application process can deter even highly motivated candidates.
The reality in many companies is sobering: multi-page online forms, mandatory cover letters, technical problems with mobile use. Yet current data shows that 58 percent of candidates use their smartphones to search for jobs. Application processes that are not optimized for mobile devices cause over 50 percent of applicants to abandon their applications.
The expectations are clearly defined: 57.6 percent of respondents expect data entry to take a maximum of 10 minutes. Every additional minute costs you potential talent. The mandatory cover letter in particular proves to be an application killer—53 percent say that this requirement reduces the likelihood of applying.
Modern solutions such as one-click applications via LinkedIn or the integration of CV parsing tools that automatically read CVs are no longer nice-to-have features, but rather a basic requirement in the battle for talent.
After applying, candidates often face an agonizing wait. But patience is no longer a virtue that applicants possess.
The figures speak for themselves: 25.9 percent of applicants today expect a maximum waiting time of one week between applying and their first interview – in 2020, the figure was 15.9 percent. In a market where top talent is only available for an average of 10 days, every day of delay means an increased risk of losing candidates to the competition.
Swiss companies that want to score points here are focusing on radical transparency. Communicate clear time frames: "We will get back to you within 48 hours" or "The application process takes a maximum of three weeks." Even better: integrate process metrics directly into the job advertisement. 80 percent of applicants prefer job advertisements with such information.
The personal meeting—whether on-site at your offices in Bern or digitally via Teams—is the most critical touchpoint of the entire journey.
Here, candidates experience your corporate culture firsthand. Every detail counts: Are applicants greeted warmly at reception? Is there a structured process? Are the interviewers prepared?
Many Swiss SMEs underestimate the impact of unprofessional interviews. If the hiring manager skims through the CV for the first time during the interview or asks standardized questions that are unrelated to the position, they are sending a fatal signal: this candidate is not important enough to us to warrant proper preparation.
Successful companies conduct interviews as a dialogue between equals. They provide insights into current projects, give potential team members a chance to speak, and create space for candidates to ask questions. A tour of the premises or lunch with the team can make all the difference.
After the interview, candidates eagerly await feedback. This is where an employer's true professionalism comes to the fore.
Once you have received a commitment, it is important to act quickly. Top candidates usually have several options. An attractive offer alone is no longer enough—the way it is presented makes all the difference. Instead of sending a dry contract offer by email, make a personal phone call to convey your enthusiasm for the collaboration.
But rejections are also part of the candidate journey. And this is precisely where many companies fail miserably. Standard rejections without specific feedback leave a bitter aftertaste. Remember: today's rejected candidates could be tomorrow's perfect employees—or customers, partners, multipliers.
Professional rejections include a personal touch, specific feedback on the application, and ideally a reference to alternative positions or inclusion in the talent pool. In Switzerland, where everyone knows each other in many industries, this respectful approach pays off twice over.
The candidate journey does not end with the signing of the contract. The first 100 days determine long-term success or early failure.
The figures are alarming: 21 percent of new hires leave the company within the first 100 days. Even more alarming: over 10 percent do not even start the job they signed up for. These "uncertain candidates" are an expensive problem – the cost of a bad hire can quickly exceed $50,000 to $100,000.
Pre-boarding makes all the difference Successful Swiss companies start the onboarding process before the first day of work. Welcome packages, invitations to team events, regular check-ins with the future supervisor—all of this strengthens emotional attachment.
Everything should be prepared for the first day of work: workstation set up, IT access activated, induction plan created. A welcome lunch with the team, a personal buddy for the first few weeks, and structured feedback meetings after 30, 60, and 90 days drastically reduce early turnover.
Digitalization offers enormous potential for optimizing the candidate journey. Swiss companies that invest in this area gain decisive competitive advantages.
Applicant tracking systems (ATS) automate administrative processes and ensure consistent communication. Modern systems offer features such as automatic confirmation of receipt, status updates, and interview scheduling. The investment of $5,000 to $15,000 per year quickly pays for itself through time savings and a better candidate experience.
Chatbots and AI assistants answer questions from interested parties around the clock. They are ideal for frequently asked questions about application deadlines, required documents, or company values. The technology has advanced significantly—modern chatbots understand Swiss German and can respond in a context-sensitive manner.
A real-world example: A medium-sized IT company in Zurich reduced its average response time from 48 hours to 2 hours by using a chatbot. The application rate increased by 35 percent.
Video recruiting tools enable asynchronous initial interviews. Candidates answer predefined questions via video in their own time. This saves time for both sides and provides an initial personal impression. It is an efficient solution, especially for international talent or for positions in multiple locations (Zurich, Geneva, Lugano).
No improvement without measurement. Successful candidate journey optimization is based on clear KPIs.
Time-to-hire: The average time from job posting to contract signing should be less than 45 days in Switzerland. In competitive fields such as IT or nursing, 30 days is the maximum.
Application Completion Rate: How many of the applications that are started are actually submitted? If the rate is below 60 percent, your application hurdles are too high.
Interview-to-offer ratio: Do your interviews lead to hires? A ratio below 25 percent indicates problems in the selection process.
Regular candidate surveys after each application process—regardless of the outcome—provide valuable insights. Tools such as Kununu or specialized feedback platforms help to systematically identify potential for improvement. Investing in such feedback systems (from $2,000 per year) quickly pays off through continuous optimization.
Cost-per-hire and quality-of-hire are other key metrics. In Switzerland, the average recruiting costs range from CHF 4,500 to CHF 8,000 per hire. These costs can be reduced by up to 30 percent through an optimized candidate journey.
Learn from the best. Swiss companies that regularly win employer awards share common success factors.
They treat applicants like customers. Every touchpoint is carefully considered and optimized from the candidate's perspective. This starts with job advertisements that offer genuine insights rather than empty phrases, and ends with a structured alumni program for former employees.
Personalization is key. Successful companies segment their target groups and tailor the journey accordingly. An experienced SAP consultant expects different touchpoints than a college graduate. A craftsman searches differently than a marketing manager.
Integrating employees as brand ambassadors enhances authenticity. When current team members talk about their everyday work on LinkedIn or act as contact persons at recruiting events, this is more credible than any glossy campaign.
The Swiss job market has its own unique characteristics that must be taken into account when optimizing the candidate journey.
Multilingualism requires well-thought-out communication concepts. Job advertisements in Lausanne should be written in French, and in Lugano in Italian. International corporations in Zurich or Basel often communicate in English. The trick is to break down language barriers without losing local roots.
The Swiss Data Protection Act (DSG) sets clear limits for data processing in recruitment. Unlike in the EU with the GDPR, specific Swiss regulations apply here. Consent to data storage must be given explicitly, and retention periods are clearly defined. Violations can be costly—fines of up to CHF 250,000 are possible.
The high cost of living in cities such as Zurich or Geneva requires transparent communication about compensation and benefits. Candidates calculate carefully: Is the salary sufficient to cover living expenses? Are additional benefits such as a half-fare travelcard, gym membership, or childcare subsidies offered?
Not every target group has the same needs. A differentiated approach significantly increases the success rate.
Generation Z (born in 1996 or later) expects fast, mobile processes. TikTok and Instagram are not just gimmicks as recruiting channels, but serious touchpoints. This generation values transparency, sustainability, and social engagement. An application process that takes longer than two weeks is often a deal breaker for them.
Experienced professionals value professionalism and appreciation of their expertise. They expect well-informed discussions on equal terms, clear development prospects, and attractive conditions. An executive search process follows different rules than recruiting entry-level professionals.
Career changers require special support. They bring valuable experience from other industries, but may not be familiar with industry-specific requirements. In this case, an extended onboarding process with targeted training pays off.
The financial impact of a poor candidate journey is often underestimated.
A bad hire costs Swiss companies an average of 1.5 to 2 times the annual salary. For a position with an annual salary of CHF 85,000, we are talking about CHF 130,000 to CHF 170,000. These costs consist of recruiting expenses, training time, loss of productivity, and the new hiring process.
The indirect costs are even more serious. A damaged employer image leads to fewer and poorer applications. The time-to-hire is extended, and desired candidates turn down offers. In a market where, according to forecasts by the Swiss National Bank, there could be a shortage of around 400,000 workers by 2035, no company can afford a bad reputation.
Investing in candidate experience pays off in many ways. Companies with above-average candidate experience need 20 percent less time to fill positions and have a 40 percent higher acceptance rate for job offers.
Optimizing the candidate journey is not a luxury, but rather a matter of survival for Swiss companies. In a labor market that has fundamentally shifted in favor of employees, the quality of the application process determines success or failure in the war for talent.
The first step is to take an honest inventory. Go through your own application process. Apply incognito for one of your open positions. The insights will be enlightening.
Brand Affairs supports you in systematically analyzing and optimizing your candidate journey. With over 15 years of experience in the Swiss market and our network of HR and communications experts, we develop tailor-made solutions that fit your corporate culture.
From developing an authentic employer value proposition to optimizing your digital touchpoints and implementing modern recruiting tools, we accompany you on the path to a candidate experience that inspires applicants and turns them into loyal employees.
Contact us for a no-obligation consultation. Together, we will develop a strategy that not only shortens your recruitment time, but also makes your company the employer of choice in your industry.
