C is for Candomer. A recruitment AiDE, pt 8

Greg Wyatt • December 11, 2025

It was around this point in writing on Substack I realise how much philosophy is a key part in recruitment. Why do we do the things we do?

I saw a post from a notable recruitment leader this week about how no one talks about the importance of outcomes in recruitment.


Driving good outcomes have been the core of my philosophy throughout my career - it's why I've had my "Outcome-led" headline for the past couple of years.


When much recruitment messaging is same-same, the why of it can be what makes us stand out.


So why do we do what we do in our recruitment messaging? Surely candidates have to be front and centre, but is that even the right word?


April 2023


The last email was about grabbing your attention.


But honestly, what’s the point?


The point is to write messages that encourage action from the people we want to engage.


In recruitment messaging that person is a candidate.


From time to time, I see a debate about whether candidate is even the right word for the people we want to employ. I’ve started a few of these conversations me.… sorry, myself.


Aspirant

Human

Customer


All have valid arguments behind them, and typically 'Customer’ is the most valid alternative.


It makes a lot of sense. There’s a lot in common between candidate and customer journeys, the decisions they make, and the processes that underpin them.


But customer is not the right word.


The right word is candidate.


In the same way recruitment is not marketing, not HR, not copywriting, not psychology, not sales.


Recruitment is recruitment, with all the skills above in combination, and more.


And candidates are candidates, with the individual challenges, situations and baggage they have.


While a candidate does go on a journey that is similar to customers, for them it isn’t commoditised or transactional in the same way.


It is fair to say that many people do look for work transactionally, given how the world is developing, but their pains are different to that of a customer.


Especially when, after the point of sale, they have to deliver in the role they ‘bought’.


Their skin in the game, investment and reaction to recruitment processes are different to that of a customer. Their stresses, challenges, hidden context. The opinions their family have on how a role affects everything.


Mind, heart, soul and bank balance. As the Greeks might have put it: Egos, Logos, Pathos, Kairos - the rhetoric of compelling messaging.


Their buying journey is the same as their selling journey, in a way that is different even to estate agency.


Which customer has to sell themselves to buy what they want?


(Okay, people who date do.)


It’s a unique word for a unique set of endeavours.


And it’s a word that has different meaning depending on the context.


A candidate for employment.


A candidate for interview.


A candidate for consideration.


A candidate for applying to your vacancy - they may only ever be a reader, if they don’t apply.


On the other hand, people can be a candidate for entering into discussion with, while not being a candidate for being an employee. How will we know until that discussion is had?


Or how about long-term job seekers who have struggled finding work in a difficult market. They may not be candidates for your vacancy, but they are surely candidates for a job and career.


It’s a flawed word, a multifaced word, a wonderfully contradictory word, and the right word for recruitment.


It goes to follow that, if you accept a candidate is the right word, their journey has to relate to the nature of the word.


Recruitment fails candidates, not because we treat them like candidates, but because recruitment is recruitment.


Rather than change the word (much like recruiters try to be Talent Inboarding Technicians or whatever), look at how the process can give more respect to the word.


(I’m proud to be a Recruiter, btw.)


While this has an impact throughout recruitment, this series is about writing, and more specifically about attracting people with words.


AIDA (attention interest desire action) is a great framework for writing adverts that attract customers, and it works well enough for candidates too, but I’ve come to believe that it’s hitting a square peg into a nearly square hole.


And that a framework for writing vacancy adverts should be squarely for candidates.


If not AIDA, then what?


How about a messaging framework that gives meaning to and attracts candidates, stemming from a process that gives clarity to job descriptions, what good looks like in a candidate, and how they’ll experience your recruitment?


Insight that can be used throughout a recruitment process, more than just in an advert.


Insight that comes from a good consultation or brief, much like any copywriting.


I call it AiDE – Attention ikigai Definition Experience.


We’ve touched on Attention, and that works well enough whyever you’re a reader.


Adapting the IDA in AIDA to ‘ikigai Definition Experience’ focuses on the needs of candidates over customers.


In an advert it can look identical to an AIDA, but the idea is that we can give better information to the people we want to attract, depending on the context.


A context which might be an advert, written message, phone call, interview confirmation, job offer or rejection. Different stages of a recruitment funnel.


The next article is about ikigai, what it is, how it can be found in good and bad situations, and why it replaces both Interest and Desire. And not to be confused with Ikigai, the western Purpose Venn Diagram.


This is a work in progress and outraged disagreement is welcome. We can still be friends.


Thanks for reading.


Regards,

Greg


p.s. While you are here, if you like the idea of improving how you recruit, lack capacity or need better candidates, and are curious how I can help, these are my services:


- commercial, operational, HR and finance recruitment (available for no more than three vacancies)

- manage part or all of your recruitment on an individually designed basis for one client

- outplacement support


Get in touch to check if my approach is right for you.


By Greg Wyatt August 18, 2026
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By Greg Wyatt August 11, 2026
What follows is Chapter 49 in A Career Breakdown Kit (Summer 2026) . It's like many other chapters in that I've tried to make it stand alone, yet it's deeply connected to the rest of the book. For example, if you accept your job search is equivalent to launching a product to market - where you are the product and your next employer the buyer - then a sensible strategy is also equivalent. You execute an appropriate multichannel sales and marketing plan, where you focus on the steps in your control, with considered action and follow up. An interview process is an ongoing negotiation, with each interview equivalent to a consultative sales meeting. And like any good sales professional, you know that the steps preceding, the steps in-between, and the steps after all have a part to play. In my last three offers these have all been contributing factors: The relationship nurtured by the hiring manager led to their new employee hitting the ground running The private information withheld by the candidate that led to an offer rescinded because she could never have fulfilled the role in the first place The enthusiasm shown by a candidate in post interview communications tipped a decision in their favour Recruitment is risk, filled with bias - that doesn't mean you can't make that work for you. 49 - After the interview In a tough job search, getting to an interview can feel a real achievement. If you’ve been accountable in your applications, only going for roles where you are a strong fit, these are tangible opportunities to secure employment. The interview itself isn’t the be-all and end-all. It’s better to see them as the start of a conversation, one that’s only complete when you either have an acceptable employment contract in your hand, or if it’s an unequivocal no. Continuing this conversation in the right way, and in ways other candidates may not think to, can bring hoped for and unexpected gains. A few weeks back I filled a vacancy which had a strong shortlist. The final three were all employable, and the company would have taken all three had they been able to. The second choice candidate was disappointed and took it well, responding professionally. I worked hard to give all three a good experience with regular updates and constructive feedback. I too was genuinely disappointed for the ‘unsuccessful’ candidates. Two weeks after accepting the offer and returning the signed contract, the first-choice candidate withdrew. She’d received a significantly improved offer having been headhunted. Within two hours of passing the news on to the hiring team, the 2nd choice candidate was offered the role and accepted. How she had responded to her initial disappointment was a key element in this offer being put forward. The same was true of her experience with us in her decision to accept the offer. In many ways an interview is like a sales meeting. One party pitches their offering which might be customised against the questions asked. The other party makes a decision on whether and how to proceed. In an interview both the candidate and employer act as both seller and buyer. As a job seeker you get the final say on whether you say yes, no or something in between. Your decision is influenced by factors you may not divulge to the employer, such as an unexpected intervention (illness, accident, family), personal circumstances or other offers that may come up. It’s the same for the employer. They may have a hierarchy of decision-making, changes in the business and changes outside of the business - many things that can influence an interview decision or time frame, different from what was initially agreed. In sales we know that a deal isn’t agreed upon until the invoice is paid. Even if there is an initial ‘yes’ in a meeting we follow up suitably. Follow-up email to confirm details of the conversation and next steps. Thank you for your time Follow up at the appropriate time to check progress If it’s ‘no right now’, follow up over time to build a relationship until they are ready to buy If it’s ‘no answer’, find appropriate reasons to follow up, ending in a breakup email What this actually looks relates to what their sales (hiring) process is, playing to their rules and breaking those same rules in an appropriate way. In the UK, 61% of private sector employers are SMEs, whereas the vast majority of money is in the corporate space. The differentiator in recruitment is that the more corporate you get, the more transactional and matrix-led recruitment often becomes. Some of the rules of the game will be different. This illustrates how and why things are different depending on the context. Public sector, charities, geography, bias, habit, strategy - these all affect the rules of what appear similar processes from the outside. It’s important not to be cynical or come across as coercive. Respect the process and any rules you learn about. Thank you notes Most of the employers I partner with are interested in candidate feedback and interest post-interview - to help them reach their decision for the right reason. Were you applying directly, their interest in your view would be the same. A naturally written thank you note sent appropriately should not work against you. It might work for you and it’s a situation where someone’s bias can be a benefit. ‘Dear Greg, I wanted to thank you for your time today and the opportunity to interview at ABC Corp. It was a pleasure to meet you and Gary and helpful to understand more about your role and environment. I remain keen and would be delighted to return for the next stage. You mentioned you’ll make a decision by the end of next week and I look forward to hearing from you. Do let me know if I can help with anything - my number is …. Kind regards,’ It’s an opportunity to build on or mitigate inconclusive points in an interview if there’s an example you neglected to share or if you didn’t convey information in the right way. Maybe they let slip they’d be concerned if the role would keep your interest in the long term - why not own this? ‘During the interview you asked if I could see myself in this role long-term. It’s a role I’d enjoy - taking on a hands-on role I can get stuck into is an exciting challenge, while my experience in xxx would be beneficial for yyy.’ Keep it more succinct than my email though. Write it in your own words in a similar tone to how you came across in the interview. Will it make a difference? Only marginally, in some situations. Is it worth doing as a natural way to continue the conversation? I think so. Don’t be disheartened if you don’t get a reply - they may have a policy to follow. And to that coercive point above don’t say ‘I’m the best candidate. You’d be a fool to miss out,’ or something more subtle that might suggest the same. Additional interviews In an ideal world you’d get a full view of the interview process before the interview. Unfortunately some employers enjoy playing a game of interview chicken, revealing more and more interview stages as you go through them. Most are somewhere in between. Try to establish the full process as early as possible in case there is anything that is non-negotiable for you. For example, I know some people categorically do not want to do technical tests or ‘business plan’ style presentations, having had their fingers burnt in the past. It’s your choice what might be a non-negotiable - for any reasonable employer these are typically used as a means for fair assessment. Treat any interview in the same way as the first interview: prepare as fully as possible and assume nothing. Unless you know their hierarchy of decision-making, that new person you meet at fourth stage for an informal chat might well be the person with the final say. Even a social get-together after an offer is put forward might be seen as an assessment. Appropriate follow-ups It’s a careful balance. You want to show you are interested, not desperate. You need an answer, not to be inappropriately intrusive - even if that’s not your intent perception holds weight. Following up in the right way is a good tactic. If you can gain an understanding of their time frames or process work to that. Anything and everything can happen behind the scenes, including unexpected absences. Things can slip in a way employers may not see as notable. A few work days after you were expecting to hear, drop them a polite line. ‘Hi Greg, I wondered if you had any news on how you want to proceed with this role. Is there any update you can share? Kind regards,’ You can play a bit of keeping up with the Joneses if it’s true - ‘I remain interested - I do have two interviews this week with other employers. Would you like me to keep you updated?’ Sometimes no news is no news and you might need to be patient. Eventually you may come to a point where you need a decision from them - such as if your 2nd choice company gives you a job offer. A breakup email can be a good thing. Even if this doesn’t prompt an update or decision from them, you give yourself agency to walk away with no ‘what ifs?’ And if they do come back later, you can make a separate decision on whether to revisit them. One such email might be: ‘Hi Greg, I enjoyed our interview on May 21st. You mentioned you’d reach a decision the following week. Can I assume you have moved forward with another candidate? I’ll draw a line through my application for now and will be happy to pick up our conversations at a later date, if appropriate. Kind regards,’ Written appropriately, there are three outcomes: You get a reply confirming they have appointed You get no reply and can move on You get a reply with more information That last point may be ‘no news’ or something actionable. Sometimes it might even prompt good news. Whatever the outcome, you can move forward. Keeping in touch long-term Sometimes a no might be a ‘no for now’, especially when you are later on in the process, such as being pipped to the post at final interview. If yours is a business as usual role where there are a number of employees fulfilling similar duties in the same company, you may well be suitable for other roles that come up in future. How can you keep in touch appropriately so that you help their decision making when another vacancy comes up? Find reasons to occasionally keep in touch (maybe once every couple of months). If they are active on LinkedIn you could follow their content and add constructive comments. It may come to nothing but it may give you early sight of a new vacancy. If you see another vacancy advertised check it out. Drop them a line directly rather than just apply given you are continuing a conversation rather than coming in cold. And if they reply to say ‘don’t bother’, at least you know.