Why automated refusals suck

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Rejections are not transactions — they are meant to be conversations. Yet many hiring teams rely on automated, impersonal rejection emails. Sure, scheduled messages with LLM-generated templates are easier, it takes the burden off your shoulders — no awkward conversations, no emotional labor. But consider their value (or lack thereof) for candidates. How well do they reciprocate the effort invested?

Imagine waking up on a Sunday morning, checking your email, and seeing a cold, generic rejection: “Unfortunately, we’ve decided to move forward with another candidate.” No reason, no context, no sense of appreciation for the effort you put in. Just a cold and empty notification that makes you feel like a failed transaction rather than a person who spent hours preparing, interviewing, and hoping.

A rejection like that doesn’t just disappoint — it alienates. It leaves candidates frustrated, questioning their worth, and with no useful feedback to grow from. And if they associate that feeling with your company? Well, good luck getting them to apply again in the future.

Employer brand and talent pipeline: the long run

A rejection is, in essence, a “sale” of your company’s right to assess someone’s qualifications. How you communicate that rejection determines whether a candidate leaves with respect for your process or resentment toward your brand.

Poor rejection experiences don’t exist in a vacuum. Candidates talk. Whether through Glassdoor reviews, LinkedIn or in private industry circles. Negative candidate experience can discourage others from applying, making it harder to attract top talent in the future.

On the other hand, a respectful rejection leaves the door open. Candidates may reapply for better-fitting roles or refer others to your company, strengthening your talent pipeline. In a competitive technical job market, where attracting and retaining skilled professionals is tough, a thoughtful rejection process can be a key advantage.

Technical failures 

Beyond the human and brand damage, many applicant tracking systems introduce technical issues that make automated rejections even worse:

  • errors in personalisation — candidates receive emails with incorrect names, wrong job titles, or broken formatting, signaling a lack of care
  • poor timing — some receive rejections minutes after applying, others get them 10 pm on Sunday
  • lack of nuance — ATS-generated emails cannot account for unique cases, such as candidates who were close to making the cut or who had multiple touchpoints with your team

The alternative

Obviously, no one expects hiring managers to personally craft individual responses to every single applicant, especially in high-volume roles. But there’s a middle ground — a process that adds a human touch where it matters most:

  • timely, transparent updates — let candidates know where they stand at reasonable intervals rather than leaving them in the dark
  • structured, yet human rejection emails — use templates as a starting point, but customise them with small details, like referencing the interview or mentioning specific strengths
  • constructive feedback — even a short, thoughtful reason for rejection adds value and shows respect for the candidate’s time and effort
  • and a bit more detailed guidance in our post on the do's and don'ts of providing effective rejection feedback

A well-crafted rejection isn’t just about letting someone down gently — it’s about maintaining a strong, professional reputation and keeping the door open for future opportunities. If you want to build a talent pipeline and a respected employer brand, investing effort in how you reject candidates is just as important as how you hire them.


  This article was a collaborative effort by our technical recruiters: 

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