Employers in both the North of England and the Midlands are grappling with a rising trend of candidate ‘ghosting’, where job candidates cancel interviews or fail to show up for their first day of work without notice.
Recent findings from the CIPD and Omni RMS Resourcing and Talent Planning report highlight the impact of this issue on recruitment and retention efforts, particularly in regions where competition for skilled talent is fierce. As it turns out, recruiters in the North of England and the Midlands feel the issue particularly keenly.
Recruitment Challenges in the North
In the North of England, 61% of employers reported experiencing candidates cancelling interviews with little or no notice over the past 12 months. Almost one in five employers (18%) have had new hires fail to show up on their first day, creating operational difficulties. Moreover, a third of northern employers (34%) noted that new employees resigned within the first 12 weeks of employment, while over half (57%) experienced candidates who accepted a job offer only to decline it later.
These recruitment challenges are set against the backdrop of a highly competitive labour market, with 73% of employers in the region agreeing that competition for well-qualified talent has intensified over the past year. The report also found that 42% of northern employers struggle to attract senior, strategic, or technically skilled candidates. In terms of retention, more than half (51%) said that holding onto talent has become more difficult.
To address these issues, the CIPD and Omni RMS are urging employers to enhance candidate engagement throughout the recruitment process. Claire McCartney, policy and practice manager at the CIPD, highlighted the importance of maintaining communication with candidates and providing clear information on the organisation’s values and benefits, such as flexible working arrangements.
“Engaging and retaining employees begins before new starters even walk through the door,” said McCartney. “It’s important to ensure prospective employees are committed to the role and know what to expect when joining a new organisation.”
Louise Shaw, Managing Director at Omni RMS, echoed these concerns, noting that ‘ghosting’ can have significant financial and operational repercussions for businesses. She pointed out that many candidates today receive multiple offers and counteroffers, making it crucial for employers to keep candidates engaged throughout the onboarding process. According to Shaw, Omni RMS has seen a 30% reduction in ghosting and dropouts among its client partners who have invested in dedicated resources and technology to manage candidate engagement.
Midlands Employers Facing Similar Struggles
In the Midlands, employers are facing similar difficulties. More than half (56%) of employers in the region have had candidates cancel interviews without notice, and 18% have experienced new hires not showing up on their first day. Additionally, 24% of employers reported that new employees resigned within the first 12 weeks of work, and 57% encountered situations where candidates accepted job offers but then declined them later.
The Midlands region also reflects the broader challenges of a competitive labour market. Forty-one percent of employers in the region are finding it difficult to attract senior or technically skilled candidates, while 65% agreed that competition for well-qualified talent has grown over the past year. Retaining employees has also been a concern for nearly half (48%) of employers in the Midlands, who reported that keeping talent has become more challenging.
To combat these issues, employers in the Midlands have focused on improving their employer brand. This has included offering competitive pay and benefits packages, enhancing the working environment, and increasing opportunities for flexible working. McCartney reiterated the importance of creating a positive candidate experience from the outset, noting that a well-structured recruitment process can help align new employees with an organisation’s goals and culture.
“Supportive and informative inductions can also help new starters to connect with an organisation and perform at their best,” said McCartney. “By investing in effective onboarding, employers can improve overall retention and are more likely to reap long-term benefits.”
The Role of Agile Working in Reducing Non-Starters
Both regions have seen organisations turning to flexible working arrangements as a way to attract and retain talent. Zenith, the UK’s leading independent leasing, fleet management, and vehicle outsourcing business, has observed positive results from implementing agile working practices. Stuart Price, Chief People Officer at Zenith, shared how the introduction of flexible working has helped reduce non-starters and improve employee engagement.
“Implementing agile working has positively impacted our business, and has supported our talent attraction strategy,” said Price. He noted that since adopting agile working, the company’s fringe turnover has dropped by 10%, and only 12 out of 300 external hires in the past year were non-starters. The benefits of flexible working have been consistently highlighted in colleague engagement surveys, underscoring its value in recruitment and retention efforts.
The Future of Work: Tackling Ghosting and Retention
As the labour market continues to evolve, employers in both the North and the Midlands must adapt their recruitment and retention strategies to address the growing issue of candidate ‘ghosting’. Offering competitive pay, flexible working arrangements, and clear communication throughout the hiring process are becoming essential tools for businesses looking to stand out in a crowded market.
With competition for skilled talent only expected to increase, organisations need to focus on building stronger connections with candidates and employees alike. By investing in onboarding processes and maintaining engagement from the moment a job offer is made, businesses can reduce the risk of ghosting and build a more stable workforce for the future.