Role of recruitment analytics in optimizing candidate experience and employer brand image: a HC BRidge Framework perspective

Abstract This research aims to explore the relationship between recruitment efficiency metrics and brand reputation (BR), with candidate experience (CE) serving as a mediating variable, using the HC BRidge Framework. Data were gathered from 344 professionals within the IT/ITES sector using purposive sampling methods. Multiple linear regression analysis, simple linear regression analysis, and mediation analysis were carried out using Jamovi to validate eight hypotheses derived from the proposed conceptual framework. The results reveal that four recruitment metrics, time to fill, time to hire, application completion rate, and offer acceptance rate, have a significant influence on CE. Mediation analysis indicated that CE acts as a significant partial mediator across all six predictor–outcome relationships. The study emphasizes the need for the organizations to focus on improving candidate-focused recruitment practices, especially by streamlining application processes and shortening hiring timelines, to enhance brand perception. Strategic HR initiatives should address both operational efficiency and the quality of the CE. This research enhances the HC BRidge Framework by providing empirical evidence that CE is a crucial mediating factor, thereby connecting operational HR metrics to long-term brand outcomes, and tries to fill the literature gap on evidence-based talent acquisition.