How recruiters define application quality and why improving it can lead to better, faster hires
With only 30% of recruiters receiving high quality applications for their most recent hire, what factors influence application quality and how can businesses improve it?
Our most recent study on application quality looks at where quality gets lost in applications and the common indicators recruiters look for when matching applicants with open roles.
Filtering incoming applications is the first step in recruitment and low-quality applications is a significant problem that can delay hiring and increase costs, and an inefficient process can cost businesses high quality candidates too.
We will explore how recruiters define application quality, what factors impact it and the areas business can improve on to get better quality applications.
Key findings
- Less than 1 in 3 (30%) recruiters said they received high quality applications for their most recent hire.
- 63% of recruiters are still reviewing incoming applications manually.
- 78% rely on CVs to evaluate candidates and 45% ask for cover letters, but over 1 in 4 (26%) candidates say they skipped applying to roles that required a cover letter.
- 69% jobseekers have found expectations in job ads unclear in their most recent search but 64% of recruiters say a clear job ad is the most important factor in receiving better applications.
Application quality is a market-wide problem causing inefficiencies in hiring
Application quality is a key pain point in hiring with less than 1 in 3 (30%) recruiters receiving high quality applications for their most recent hire. 85% of businesses experience increased hiring costs, delays and inefficiencies in hiring on some level, according to our Hiring Trends Index.
Addressing application quality is a must for businesses to make hiring faster, smarter, and more successful. Meanwhile, identifying high quality applications quickly can secure sought-after candidates who are moved through the pipeline faster and are approached with multiple offers.
How recruiters evaluate applications and the gaps in efficiency
63% of recruiters are still reviewing incoming applications manually, meaning they often get overwhelmed with hundreds of CVs. Although human decision-making is needed throughout the hiring process, vetting applications manually is a time-consuming task and may introduce bias into hiring decisions.
On the other hand, Applicant Tracking Systems (ATS), pre-screening questionnaires, candidate matching technologies and AI can quicken the screening process so that recruiters go back to suitable candidates as quickly as possible.
We found that around 2 in 5 recruiters use systematic background checks (43%), structured criteria assessments (41%) and pre-application questionnaires (41%), while only 26% use matching scores and Application Tracking Systems (ATS) which are opportunities for hiring teams to improve efficiency of hiring and the quality of applications they receive.
Structured criteria assessments and skills-based pre-application questionnaires particularly help recruiters filter out based on real capabilities, knowledge and fit.
Additionally, a structured criteria leads to fairer and more inclusive hiring as every applicant is judged by the same standards. With short pre-application questionnaires, recruiters get a stronger early indication of candidate quality.
78% of recruiters rely on candidate CVs to evaluate applications and 58% rely on application forms. More than a half ask for references and recommendations (51%) and slightly fewer ask for a cover letter (45%).
Our research shows that cover letters are losing relevance and almost half (48%) of recruiters support their removal from the hiring process. There is opportunity to replace cover letters with assessments, as over 1 in 4 (26%) candidates say they skipped applying to roles that required a cover letter.
Currently, over half (51%) of recruiters consider cover letters as beneficial to applications but more than 1 in 3 (36%) still find them essential.
The main goal of a cover letter is to get a sense of motivation, communication skills, and cultural fit – which recruiters would be able to gauge from short pre-application questionnaires. This would help identify candidate-role fit quicker while retaining candidates and increase competitiveness for sought-after talent.
Why applications get rejected and what recruiters should rethink
A high-quality application clearly shows relevant skills and experience, is well-written and formatted, and is complete. While this criterion might vary according to different businesses and recruiters, these are the essentials.
In fact, 70% of applications get rejected due to a lack of relevant skills for the role and 58% due to a lack of relevant work experience.
1 in 3 recruiters say they reject applications because they’re poorly formatted, and 26% turn down ones that are incomplete. However, poorly formatted and incomplete applications are sometimes due to application processes that aren’t user-friendly.
Over 1 in 5 (22%) say they filter out applications containing spelling errors, but this should be reviewed for roles that don’t require advanced writing skills. Almost 1 in 4 (23%) applications are rejected due to unexplained gaps in employment, which could be introducing bias into the process and eliminating candidates due to personal circumstances.
Factors that impact application quality
Receiving better quality applications is a significant step in hiring the right people. Simply put, better quality applications lead to faster, cheaper and better hires, which build a stronger business.
You’ll find out:
- How your competitors define the quality of applications
- Which screening criteria is considered essential vs. desirable
- What you can do against low impressions, listing views and applications
- How to write job ads for better quality applications
1. A clear and detailed job description
Most (64%) recruiters rely on a clear and detailed job description to improve the quality of applications, but almost 69% jobseekers have found expectations in job ads unclear in their most recent search.
Candidates feel uncertain about applying when:
- The job ad doesn’t include salary information (44%)
- There are too many requirements in the description (40%)
- Job title seems unclear (39%)
- They feel unsure if their experience is sufficient (34%)
- The details on benefits seem vague (29%)
A strong offer is a crucial part of the job advertisement. Read our UK Salary Trends Report for the latest salary and benefit trends to help you benchmark your offer.
So, what gives a job advertisement the clarity candidates are looking for?
- A jargon-free language
- Essentials vs desirable skills and qualifications
- Years of experience required
- Day to day responsibilities of the role
- Flexible working arrangements
- A salary range, if possible
- Company values
Making sure the above are listed on your advertisement and checking the language you use for bias can help you attract better quality applications. Additionally, sharing your hiring timeline in the job ad would set expectations and signal your organised and clear approach.
2. The user experience of your hiring process
Our previous research found that candidates drop out of the application process if it’s taking too long.
A streamlined and user-friendly application experience signals professionalism and attracts stronger candidates. Top talent often have options and they may skip refilling redundant application forms, avoid vague job ads, or abandon applications when they run into technical issues with the application platform.
When the process is quick, transparent, and tailored to the role, it increases candidate engagement. But it doesn’t end there; candidates also expect timely communication from companies. So, thanking all applicants and keeping them updated of the process can protect your employer branding and keep your potential hires in the hiring process.
3. Your employer branding and EVP
Employer branding and a clear employer value proposition (EVP) play a crucial role in attracting higher-quality applications. A strong employer brand expands your talent pool by making your company more visible and appealing to the right candidates.
When your company’s messaging clearly communicates its values, offer and the kind of people that could thrive in your culture, it helps potential applicants self-assess fit and engage with the roles advertised more meaningfully.
A well-defined employer brand and EVP make it easier to attract not just more applicants, but the right ones.
About the study
To understand what stands in the way of receiving better quality applications, we surveyed 624 recruiters and 1,009 jobseekers in the UK between the 17th and 29th of March 2025 and 25th and 31st of March 2025 respectively.