Episode 20

Candidate Experience at IKEA with Shannon Custard

How do you deliver consistent candidate experience across 31 countries and 160,000 employees? Shannon Custard shares IKEA’s strategy for building continuity, setting expectations, and turning rejection into a moment of care.
 

Episode Key Takeaways

The ‘purple squirrel’ problem isn’t a recruiter problem—it’s a hiring manager alignment issue. Asking strong discovery questions about what actually makes someone successful in a role, rather than accepting inflated requirement lists, often reveals that top performers don’t match the spec at all. Using market data and success stories to challenge hiring leaders unlocks a wider, more inclusive talent pool.
Compassion in recruiting lives in the small moments. It’s not grand gestures; it’s clarity in job ads, meeting the timelines you set, and—critically—the phone call to decline a candidate. During economic uncertainty, candidates crave clarity above all else. A honest, direct rejection often generates more goodwill than a generic template.
Follow-through is the biggest candidate experience risk. Recruiters and hiring managers constantly set expectations—callbacks in 24 hours, decisions by Friday—then miss them. These gaps compound faster than any single bad interaction. Mapping candidate journeys by role type and defining clear SLAs for each touchpoint is how organizations move from intention to consistency.
Technology should reduce friction, not replace judgment. Scheduling tools, video interviewing, and ATS automation free recruiters from admin work, but the real differentiation comes from how you configure them. Recording a human asking an interview question versus displaying text, for instance, signals care without sacrificing efficiency.
Employer brand and candidate experience are inseparable. Every interaction in the hiring process builds or erodes the employer brand. Candidates assume the way they’re treated during recruitment mirrors how they’ll be treated as employees, so misalignment between brand promise and process experience creates lasting damage.

Frequently
Asked
Questions

How do you screen all applicants fairly in a high-volume ATS?
Use technology to ensure every application receives a level of review and care. Prescreen questions and preferential questions in your application process help narrow the funnel systematically. The key is configuring your ATS to support your process, not letting the tool dictate it. Clear job ads and realistic requirements also reduce noise upstream.
Consistency implies sameness across all markets; continuity means predictability. Across 31 countries and different cultures, true consistency isn’t realistic or desirable. Instead, aim for predictability: candidates understand where they are in the process, what to expect next, and what your company values are—even if the process varies by role or region.
Honesty and compassion matter more than legal caution. If you’ve run a fair process, you can afford to be direct: explain the decision, acknowledge their strengths, and leave the door open. Generic rejections often trigger frustration or legal escalation. Candidates appreciate clarity, especially during uncertain times.
Candidate experience doesn’t require more budget—it requires better process design. Automated communications, clear expectations, and defined SLAs reduce manual work while improving perception. The real cost is in volume management: more applications demand more touchpoints, so prioritize moments that matter and set realistic timelines you can actually meet.
Survey candidates on application, interview, and communication satisfaction, but dig deeper into the comments. Look for trends globally and by market. Common findings: communication gaps and follow-through failures. Then investigate the root cause—is it a system issue, a manager behavior, or misaligned expectations?—before adding more automation.