Q: I keep hearing people talk about “candidate experience.” Can you help my organization understand that recruiting today isn’t just advertising an opening and give us some suggestions on how to improve our process?

A: Candidate experience is all about how the applicant is treated throughout the entire application process. Websites like Glassdoor provide valuable information for applicants about what it’s like to work for specific organizations, and you want to ensure that what is out there online is as good as it can be. Why? Because not only do applicants check you out before they decide to even apply, but we also know how quickly negative information can spread.

Start by reviewing the information on your website’s career or jobs page. Your goal is to immediately engage potential applicants and have them begin to imagine what it would be like to work for your organization. If possible, have lots of employee pictures and activities to showcase your commitment to diversity and inclusion. Also make sure to update it regularly with up-to-date information about your culture, mission, vision, and job openings.

Next, be sure your online application process is as easy to complete as possible. Consider adding an FAQ on your jobs pages to share information on your hiring process—things like how long it usually takes from application to hire, approximately how many interview rounds to expect, and if interviews are in person or virtual.

Your goal is to immediately engage potential applicants and have them begin to imagine what it would be like to work for your organization.

When someone does apply, don’t hesitate to respond. Set up an automatic reply email to let them know you received their application. Tell them that if they meet your qualifications, they will hear from you. Otherwise, you will retain their application for a period of time. (However, don’t promise they will be considered for future openings unless you mean it.)

Treat your applicants as VIPs. You want each one to feel good about their experience with you. A good rule of thumb is to, “Say what you mean and mean what you say.” For instance, if you say you will call them on a specific day, do so or let them know ahead of time why you can’t meet your commitment.

In addition, move quickly to schedule interviews as today’s applicants move fast. If you wait weeks to contact a qualified applicant, you stand the chance of losing them.

Ultimately, there is nothing complicated or difficult about ensuring your organization provides a positive candidate experience. It’s as simple as following the golden rule and treating applicants the same way you’d like to be treated.