Employment Hero’s Employment Uncovered survey found the spectre of ‘ghosting’ and ‘ghost jobs’ loomed large over candidates. 56 per cent of people declared ghosting – applying for a role and never hearing back – the worst part of job hunting, while 23 per cent believed they’d applied for a ghost job, which simply did not exist.

While disillusionment with the hiring process is growing, the drivers behind ghosting and ghost jobs can be misunderstood by both the candidates experiencing digital silence and businesses navigating the new recruitment landscape.

How Should Candidates Define Ghosting?

The owner of ethical recruitment firm Etisk, Russell Ayles, says the concept of ghosting isn’t new, but it has shot to prominence thanks to its catchy new name. He sees a need for a clearer definition. 

“Some people consider ghosting just reaching out to a recruiter on LinkedIn or on an email and not hearing back,” Ayles says. He argues true ghosting is when there has been a ‘meaningful intent to contact’ but the other party has gone quiet.

“I think ghosting is when you’ve made multiple attempts to try and reach out to somebody,” he explains. “You’ve gone back to them and said, ‘Yeah, I’m interested,’ and then nothing—you can’t get hold of them again.”

Because modern HR managers are time-poor and oversee so many channels, Ayles says items in a busy inbox can be easily overlooked. Ultimately, the frustration stems from a disconnect between what a candidate expects and what a business feels is an acceptable level of contact.

There’s Often A Reason For Silence From SMEs

For most SMEs, ghosting is rarely a deliberate act of malice; rather, it is a byproduct of being overwhelmed by the volume of irrelevant applications. David Holland, Managing Director of Talent Solutions at Employment Hero, notes that while AI has made it easier for candidates to apply for jobs, it has significantly increased the burden on hirers. This is partly due to applicants using AI to inflate resumés.

“Any talent acquisition person today will explain that they have experiences where, on paper, someone is scoring 90 or 95 based on a technical review of their application, but it just doesn’t come through in the interviews and the disparity is stark,” Holland says.

This sheer volume of applications often leads to a blind spot regarding candidate experience. If businesses forget that applicants are also potential brand advocates, this can have a direct financial impact. Ayles cites the example of Virgin Media in the UK, where research found bad candidate feedback was costing the company approximately £4 million a year.

Tech Can Help Keep Candidates In The Loop

Job seekers say silence makes looking for work even more stressful. “Ghosting isn’t the anomaly anymore. Receiving a response is,” says PR professional Jess. “You get a glimmer of hope as a job seeker when you get an actual response, even more so if you secure an interview.” But she learned ghosting isn’t confined to the application stage. “I participated in a face-to-face interview with a highly-desirable employer that I was very qualified for and never had any communication from them following the interview,” she recalls. “Maybe 12 months later they’re still deciding whether they’re interested.”

Ayles says early communication is key. “It would make sense when you’re advertising the job to manage an expectation on the advert. Say, ‘Look, it might take us up to two or three weeks to get around to every application.’” And despite scepticism of applicant tracking systems, he says they’re used for good reason: they allow small businesses to remain transparent by using bulk communication to notify unsuccessful candidates, imposing ‘killing questions’ to filter non-negotiables, and applying caps to keep application volumes manageable.

“Automation and AI has helped us have touch points with candidates and avoid things we may have missed before,” Ayles says. Holland adds,  “AI can free up time for hirers to spend on the pointy end of the hiring process which is really getting to understand who the person is.”

Ghost Jobs Can Be A Means To An End

The concept of ghost jobs may mystify candidates but Ayles says there’s a clear and arguably unethical reason for them. He says they’re rarely posted by individual businesses but rather by recruitment agencies as a fishing exercise: to gain a competitive edge by building talent pipelines before a role is even officially signed off. 

“Too many agencies agree to work this way,” says Ayles. “It’s all about speed. You want to be the first person to get hold of the limited qualified candidates out there and present them to the client.” Because the focus is on the sale, he says, agencies often lack the time to reply to the rest of the applicant pool leading to a double blow of ghost job and ghosting.

Ayles notes ghost jobs are also posted as scams or sent to people directly via text or social media. “The more seedy side is people trying to con job seekers, normally through outreach messages, pretending to be some companies, trying to get, like, a $20 fee to register interest.”

How To Avoid Spooking Top Talent

While some view ghost jobs as a harmless way to manage a pipeline, Ayles says honesty is the best approach for SMEs. He acknowledges the argument that no harm is done if a candidate eventually secures a role, but maintains that advertising fake positions is ethically questionable. He says a fairer alternative for businesses looking to build a talent database is to clearly label an advertisement as an ‘Expression of Interest’ for future roles. This strategy aligns with global trends toward building ‘talent communities,’ which LinkedIn’s Global Talent Trends suggests can reduce cost-per-hire and improve candidate quality over time.

Building a reputable employer brand ultimately comes down to openness and courtesy, in acknowledging that people searching for jobs often feel emotive and vulnerable. Ayles says that’s his motivation as both a recruiter and an SME owner. “For me, it’s just about transparency. I think the more you can do to be upfront, to help candidates understand what to expect, then there’s less frustration. That’s the most respectful thing to do.”