Episode 83
Uncovering what candidates really want | with Andrew MacAskill
Candidates aren’t looking for polished employer brand campaigns—they’re vetting leaders on YouTube, demanding transparency, and expecting a hiring process that mirrors the actual job. Andrew MacAskill reveals what modern job seekers prioritize.
Episode Key Takeaways
The head-heart-wallet framework captures what candidates actually need: intellectual challenge, emotional alignment with mission and values, and competitive compensation. Hitting all three—not just one or two—is now table stakes for attracting talent, especially Gen Z.
Authenticity beats production value. Candidates research leaders via YouTube and LinkedIn comments, not official company videos, because they trust unfiltered content more. A CEO’s candid remarks in someone else’s post carries more weight than a carefully scripted employer brand asset.
Reverse the interview sequence. Rather than grill-then-sell, modern hiring should sell first, conduct a mutual working session second, and let candidates sell back in the final stage. Even rejected candidates should leave as advocates who understand your vision.
Fractional and portfolio careers are reshaping tenure expectations. Average UK tenure is dropping to 2.6 years, forcing organizations to view hiring pragmatically—efficient onboarding, rapid value delivery, and offboarding people as advocates who might return as boomerangs.
Leadership, not the job title, is the primary decision driver. Candidates choose leaders, not companies. This means every hiring manager needs a modern personal brand—trained, authentic, and active on social—because that’s how talent discovers and evaluates your organization.
Frequently
Asked
Questions
Why do candidates research companies on YouTube instead of the company website?
Video content on YouTube carries higher trust because it feels less filtered than official channels. Candidates seek out CEO interviews, panel appearances, and podcast clips to assess leadership authenticity and values in a non-curated way. They’re looking for the real person, not the marketing message.
What feedback should we give rejected candidates?
Use the ABC framework: actionable, balanced, and compassionate. Provide three specific things they did well and three concrete areas to improve. Generic feedback like ‘you were picked at the post’ creates frustration and negative word-of-mouth. Specific, honest feedback builds advocacy even among candidates who don’t get the role.
How does personal branding by leaders drive recruitment?
One FTSE organization saw a 300% increase in career page traffic within four weeks after training leaders to post authentic thought leadership on LinkedIn—without posting a single job. People discovered interesting leaders, researched the company, and entered the talent funnel organically through employer brand and personal brand combined.
What's the difference between fractional and portfolio careers?
Fractional careers involve doing the same role part-time across multiple employers—e.g., an FD working for three SMEs at one-third capacity each. Portfolio careers are more advisory and board-level. Both reflect a shift away from permanent employment toward flexible, varied work that appeals to experienced professionals seeking less politics and more impact.
How should we balance empowerment with structure in hiring messaging?
Avoid both micromanagement and abandonment. Candidates want freedom within a framework: clear strategy, defined success metrics, structured resources, regular feedback, and space to express themselves. Messaging that promises ‘just do what you want’ is as demotivating as heavy-handed control. The sweet spot is autonomy plus accountability.