According to Anphabe Company, the candidate's journey to learn, evaluate, and choose a company goes through 5 levels: Recognition stage; interest stage; application stage; desire stage; priority selection stage.
An actual survey by Anphabe Company shows a rather "cruel" truth about the nightmare of personnel, candidates, especially talents of businesses in the process of the two sides (enterprise - candidate) learning about each other.
According to the results of the "Best Place to Work in Vietnam 2025" survey, on the journey to contact candidates, on average, a business will face the following reality:
Loss of 13% at the recognition stage: At least 1/10 of target workers are completely unaware of the existence of this working environment.
Losing 92% in the interest phase: On average, about 6% of candidates bluntly declared that they did not like and did not want to join, while up to 74% admitted that they knew about the business but did not find it attractive or interesting enough to join.
Losing 96% in the application stage: Practical action candidates are rarer than businesses imagine.
Losing 97% in the desire phase: Almost the entire market does not consider the working environment of the business ideal for them.
Losing 99.6% of the priority selection stage: If put in a situation where they have to choose between many desired recruiting brands, only a mere 0.4% of candidates are determined to choose a specific working environment. This means that businesses are losing about 99.6% of potential employees throughout the exposure journey.
These figures are not only worrying but also a deep wake-up call. The cost for a business to attract a person through the first 4 stages is enormous, but if they lose in the "priority selection" round, all previous efforts will be in vain.
Accordingly, Anphabe Company advises that when businesses identify "loopholes", they will know that the problem is not in the advertising budget, but in the lack of appealing communication messages. At that time, the human resources department and leadership team cannot continue to operate based on emotions but must have a clear strategy to patch these loss loopholes.
Anphabe recommends that businesses need a clear data picture:
Participate in periodic reviews: Measuring the health of the employer brand will provide a panoramic view of where you are losing candidates.
Repositioning attractiveness: Understand what the target talented audience is really expecting and restructure the Employer Branding message accordingly.
Focus on the right priorities: Reports from major surveys will accurately point out where the organization's priority goals should be placed to optimize resources.
