Jeff Altman, Big Game Hunter
As a career coach and former recruiter, I have witnessed countless recruitment processes firsthand – some inspiring, many with deep flaws.
One subtle but powerful mistake I see is the continuous use of the terms “candidate” and “applicant”. While these terms may seem harmless, they can fundamentally undermine your recruitment strategy and the experience you provide to future team members.
Why are there problems with “candidates” and “applicants”
At first glance, “candidates” and “applicants” seem to be neutral professional labels. But language shapes perception. When you refer to someone as a candidate or applicant, you unconsciously strengthen the “we and them” mentality. These words reduce entries that people only have in the Applicant Tracking System (ATS), depriving individuality and humanity.
Candidate: means trading, competition process. It locates the person as the person to be evaluated, judged and filtered.
Applicant: Advise a passive role – the person you want to get approved, rather than actively participating in a joint decision.
This language subtly signals job seekers who are outsiders, competing for acceptance, rather than potential collaborators with valuable skills and perspectives. They are objective, showing that they are not human and can be rejected without considering human nature.
Impact on your employment outcomes
When a hiring team defaults as a “candidate” and “applicant,” several unexpected consequences can be caused:
Impersonal interaction: Communication becomes cold and universal, making it more difficult to build rapport and trust.
Reduced engagement: People feel it when they are seen as numbers. This can suppress enthusiasm and lead to disengagement, even among top talent.
Missed Opportunities: You risk ignoring people who can give unique advantages to the organization simply because the process feels mechanical and unilateral.
But say something
So, what other options are there? Transfer your language to reflect partnerships and respect. It’s easy – people. They are people, not talent, candidates or applicants or “future colleagues” or any other nonsense terms
For example, try saying, “We are reviewing the role of candidates,” trial, “We are getting to know people who are interested in joining our team.” This small change rescales the process into a two-way street where both sides evaluate fit and potential and keep humans intact.
Broader Benefits
Changing your language is not about being politically correct, but about changing your recruiting culture. When you see each interaction as the beginning of a professional relationship, you:
Attract better talent: People want to join organizations that have been respected and valued from the start.
Strengthen your employer brand: The rapid spread of companies about the benefits of people, even if they end up not hiring.
Improve retention: When new employees are welcomed and included from day one, they are more likely to stay and thrive.
The final thought
Words are important. If you want to build a world-class team, retire “C Word” and “A Word” first. Think of everyone you meet during the recruitment process as a person and be influenced by being seen as human. You will not only attract better talents—you will create a recruitment experience that reflects the values and culture you want the organization to be embodied.
ⓒThe Big Game Hunter Company in Asheville, North Carolina 2025
