4 Things Top Candidates Research Before They Apply—And Where Your Brand Might Be Failing Them

In 2025, the application process doesn't start when a candidate clicks "apply." It starts the moment they search your company name.

Before top candidates ever reach your careers page, they're conducting due diligence across multiple channels. They're asking ChatGPT about your company’s culture, scrolling through Reddit threads about leaders’ management style, and cross-referencing Glassdoor ratings with LinkedIn posts from current employees.

According to Glassdoor, 83% of job seekers research company reviews and ratings when deciding where to apply. All in all, prospective hires read an average of six reviews before forming an opinion about your organization. In today's ultra-transparent hiring landscape, your employer brand is being built—or dismantled—in spaces you might not even be monitoring.

Understanding what candidates prioritize in their research can help you bridge the gap between what your employer brand promises and what it actually delivers. Here are the four critical areas where candidates are evaluating you—and where your brand might be falling short.

1. Pay Transparency

What they're searching for:

"Job seekers prioritize pay first and foremost. They are looking initially for this signal in job ads, so transparency is key," says recruitment expert Jodie Cherry Roth. When scanning job ads, pay is the initial signal that determines whether candidates will invest time learning more about your opportunity.

For hourly and frontline workers, the research goes deeper. "For hourly frontline workers, they also want to know about pay frequency and consistency," Roth explains. Will they get paid weekly or biweekly? Can they count on 30+ hours per week, or will their schedule fluctuate unpredictably?

Where brands fail:

Many employers still hide salary ranges behind phrases like "competitive pay" or "compensation based on experience." This opacity doesn't protect your budget—it filters out qualified candidates who need transparency to make informed career decisions.

Even when ranges are listed, they're often so broad they become meaningless. A "$50K–$120K" range tells candidates nothing and signals either disorganization or deliberate ambiguity.

The fix:

• List clear salary ranges in every job posting, adhering to pay transparency laws where applicable
• For hourly roles, specify average weekly hours, schedule consistency, and pay frequency
• On your careers page, provide compensation philosophy statements that explain how you determine pay
• Include information about raises and bonuses to show earning potential beyond the starting rate
  
  

2. Job Security

What they're searching for:

Clear evidence of job security. While career advancement ranks as the top reason job seekers are looking for new opportunities (53%), job security forms the foundation for that growth.

Company reviews serve as a primary signal of stability. Candidates aren't just reading reviews to gauge day-to-day experience—they're looking for red flags about leadership turbulence, sudden restructures, or poor financial health.

Where brands fail:

Too many companies ignore their review profiles until they have a PR crisis. A 3.2-star Glassdoor rating with dozens of complaints about "constant reorganizations" or "unclear direction from leadership" tells candidates everything they need to know about job security—regardless of what your careers page promises.

Radio silence on negative reviews is another missed opportunity. When candidates see critical feedback met with no response from the company, they assume the complaints are valid.

The fix:

• Monitor and respond to reviews regularly on Glassdoor, Indeed, and other platforms
• Address criticism thoughtfully, acknowledging concerns and sharing what you're doing to improve
• Highlight company milestones and stability indicators in your employer brand content: funding rounds, client wins, tenure of leadership team
• Share employee retention data when strong—longevity signals security
  
  

3. Culture and Work-Life Balance

What they're searching for:

Work flexibility and remote opportunities rank as the second-most important factors in job searches (46% each), with company culture (32%) and leadership quality (33%) also weighing heavily in candidate decisions.

What's changed isn't just what candidates want—it's how they research it. "They want to understand culture around work-life balance and are using ChatGPT to ask questions like 'what's it like to work at XX company,'" explains Roth. "Content from places like Glassdoor reviews and Reddit conversations flow into these responses."

The responses candidates receive synthesize multiple sources—reviews, threads, articles, and employee posts—into seemingly authoritative answers about your workplace culture.

Where brands fail:

Many companies invest heavily in polished careers page content but neglect the unfiltered spaces where real employee sentiment lives. If your Glassdoor reviews mention "constant after-hours emails" or Reddit threads describe "burnout culture," that's what popular AI tools will surface.

Even worse, some companies tout "work-life balance" in job descriptions while current employees publicly contradict that message online. This disconnect doesn't just hurt your credibility—it actively repels the talent you're trying to attract.

The fix:

• Audit what AI says about you: Ask ChatGPT, Claude, and other LLMs about your company culture and note what they surface
• Create authentic content that reflects real employee experiences—video testimonials, day-in-the-life posts, and honest discussions of how your team manages workload
• Address work-life balance explicitly in job postings and on your careers page, with specifics: core hours, meeting-free time blocks, PTO policies
• Encourage current employees to share their experiences through social media, reviews, and employee advocacy programs
• Fix the problems that keep appearing in reviews rather than just trying to manage the narrative
  
  

4. Career Growth

What they're searching for:

Career advancement is the number-one reason job seekers are actively looking for new opportunities. Candidates—especially high performers—want to know there's somewhere to go before they even arrive.

"They are going to look on your company website to see if there are pathways for growth," says Roth. Candidates are scrutinizing your site for clear evidence of career progression, professional development programs, and internal mobility opportunities. Without visible proof, "join our team" pitches can fall flat.

Where brands fail:

Most company websites mention growth opportunities but never define what that actually means. Do leaders promote from within? What percentage of leadership roles are filled internally? What does a typical career progression look like?

Without tangible examples—like employee spotlights showcasing career journeys or program descriptions for leadership development—organizational promises can feel hollow.

The fix:

• Feature employee career progression stories prominently on your careers page
• Create visual career pathway maps showing typical advancement timelines by department or role
• Detail professional development offerings: tuition reimbursement, mentorship programs, internal mobility policies
• Share internal promotion statistics when they're strong—data proves intent
• On job postings, include a "where this role can lead" section outlining potential next steps
  
  

The bottom line

Candidates are researching your company right now. What they find will determine whether they apply—or move on to your competition.

Recruitics helps talent acquisition teams predict campaign success, attract quality candidates efficiently, and convert job seekers into applicants with measurable results. Our AI-powered platform ensures your employer brand message reaches the right talent at the right time—across every channel they're researching.

Ready to strengthen your employer brand where it matters most? Request a demo to see how Recruitics can help you attract and hire top talent.