When filling critical roles, especially hard-to-recruit positions such as diesel technicians, employers often focus on evaluating candidates' skills, experience, and cultural fit. But there's another reality that organizations can't afford to overlook:

While you're evaluating candidates, they're evaluating you.

Every interaction, from the job posting to the first few months on the job, shapes a candidate's perception of your company. In a competitive labor market, a great candidate can easily decide to pursue another opportunity if the experience falls short of expectations.

At a recent NationaLease meeting, Tiffany Rotondo, director of human resources at The Jel Sert Company, outlined the five key stages candidates move through before deciding whether your organization is the right place for a long-term career.

The 5-step journey to becoming an employer of choice

Each stage presents an opportunity to strengthen a candidate's confidence in your organization or unintentionally push them away. Understanding what candidates are evaluating at every step can help improve hiring outcomes and long-term retention.

1. The application process

If your application process is lengthy, confusing, or difficult to navigate, you may lose top talent before they ever enter your pipeline. Candidates expect a straightforward experience that respects their time.

Your job posting should do more than list responsibilities. It should clearly communicate the role, set accurate expectations, and showcase what makes your organization a great place to work. A compelling and honest job description not only attracts qualified applicants but also helps prevent turnover caused by mismatched expectations.

The goal: Make it easy for candidates to apply, and give them a reason to be excited about joining your team.

2. The interview

An interview should feel like a dialogue, not an interrogation. Candidates are evaluating how well your organization communicates, whether leaders understand the role, and what it might be like to work with your team. Interviews that feel overly scripted or generic can leave candidates disengaged and uncertain.

Show appreciation for the candidate's time, whether you're meeting in person or virtually. Be prepared to discuss the position in detail, including team dynamics, growth opportunities, and career paths within the organization. For companies that conduct multiple rounds of interviews, consistency matters. Every person who interacts with the candidate contributes to the overall impression of your company.

The goal: Build trust, answer questions honestly, and create a personal connection.

3. The offer

When you're making an offer to a highly qualified candidate, it's safe to assume other employers may be interested as well.

A delayed offer process can result in losing a strong candidate to a competitor. Beyond offering competitive pay and benefits, employers should recognize that today's workforce often places significant value on flexibility, work-life balance, career development, and company culture.

Your offer should clearly communicate not only what the candidate will earn, but also why your organization is the best place to build a career.

The goal: Deliver a timely, competitive, and compelling offer that reinforces the candidate's decision to choose your company.

4. Onboarding

Accepting the offer isn’t the end of the journey. It’s just the beginning. The onboarding process is your opportunity to confirm that the candidate made the right choice. A warm welcome, clear expectations, and access to the tools and resources needed for success can significantly impact engagement and retention.

Help new employees understand company processes, culture, and expectations while making them feel valued from day one.

The goal: Create a positive, supportive experience that sets the foundation for long-term success.

5. The first 90 days

The first three months are often when new employees decide whether the reality of the job matches what they were promised during the hiring process.

Regular feedback, coaching, and recognition are critical during this period. Even when addressing areas for improvement, constructive feedback demonstrates investment in an employee's success.

This is also the time to showcase training opportunities, career development pathways, and team support. A smooth integration into the organization helps strengthen engagement and confidence in the decision to join your company.

The goal: Ensure expectations align with reality and reinforce the employee's commitment to the organization.

Hiring success starts with the candidate experience

Whether your organization has a dedicated HR department or a small team responsible for recruiting, every touchpoint matters. Throughout the hiring journey, candidates are continually deciding whether to move forward, accept an offer, or walk away.

As Rotondo emphasized during her presentation:

"Your candidate experience is your brand in action. A positive experience attracts top talent, builds loyalty, and turns candidates into long-term advocates."

In today's labor market, the companies that win top talent are often the ones that recognize that recruiting isn't just about choosing the right candidate. It's about demonstrating, every step of the way, that your company is the right choice for them.