[Expert Column] First Impressions Shape Hiring Success: Korean Organizations in the U.S. Must Invest in the Candidate Experience
- Ji Min Yoo
- 3 hours ago
- 3 min read
Written by Stella H. Kim, SPHR
Published October 21, 2025
[HRCap 2025 Localization Playbook Series]
⑥ HR Strategies for Korean Companies in the U.S.
- Positive Candidate Experiences Lead to Stronger Hiring Outcomes
In the U.S. hiring market, first impressions often determine hiring success.
Before even applying, candidates carefully review a company’s culture on platforms like Glassdoor, LinkedIn, Indeed, and the company’s website. They evaluate whether the organization seems like a great place to work through every signal the company sends. Every aspect of the hiring process, from job descriptions and communication speed to interview fairness and transparency of feedback, shapes the candidate’s perception of the company and the employer’s brand.
In the United States, employers view hiring not simply as filling vacancies but as the crucial first touchpoint to convey their brand identity and values. Many Korean companies, however, still see recruitment as a procedural sequence of “job postings, interviews, offers,” with a limited understanding of the strategic role candidate experience plays in shaping brand trust and hiring high-caliber talent.
The most significant challenge lies in the lack of brand visibility and clear messaging. Many Korean firms remain relatively unknown in the U.S., with incomplete or outdated company profiles on LinkedIn and Glassdoor that cloud their mission, culture, or employee value proposition. Job postings are awkward literal translations or overly formal Korean phrasing, which confuses local candidates and obscures key responsibilities. Candidates are quickly discouraged by delays in communication from interview scheduling to offer feedback, and ask to withdraw from interview processes that feel heavily unstructured or lack professionalism.
So then, what and how must Korean companies change? The solution goes beyond posting more jobs or speeding up hiring timelines. It lies in strategically designing the candidate experience to demonstrate credibility, care, and competition from the very first interaction to the official onboarding process upon offer acceptance.
First and foremost, companies need to localize the employer brand and message. They must clearly define their corporate identity and communicate their purpose and values authentically in English. They need to build localized narratives that present themselves as a “Global Organization” rather than a “Korean Company.”
Next, they must enhance every aspect of the candidate journey to communicate professionalism and reinforce trust. Each touchpoint, from job postings and application portals to interview logistics and communication, should align with U.S. standards and best practices. Job descriptions must be written intuitively from the candidate’s perspective to set accurate expectations and attract qualified applicants.
Finally, organizations must prioritize speed, transparency, and sincerity in all communications. Candidates view timely updates and clear feedback as indicators of trust and professionalism. Establishing a responsive, consistent communication framework will not only sustain candidate engagement but also signal the company’s operational excellence and corporate culture.
HRCap, a Global Total HR Solutions Partner, has long championed the strategic value of the candidate experience. By optimizing job definitions, localizing job postings, refining interview communications, and improving feedback processes, we have helped multinational corporations and mid-sized enterprises alike strengthen their employer brands and hiring outcomes. Many of our clients have tripled their interview response rates and increased offer acceptance rates by more than 60 percent through HRCap’s localized recruitment support and candidate experience redesign.
To truly compete in the U.S. market, Korean companies must refine the candidate experience by implementing these three strategies:
Localize employer branding and corporate messaging
Enhance candidate experience across all recruitment channels and touchpoints
Build trust through prompt and transparent communication
The candidate experience is truly a strategic pillar that directly determines employer trust and hiring success. Only companies that view recruitment as a strategic market-entry activity and invest in the process intentionally will attract top talent and achieve sustainable growth not only in the U.S. market, but also set the stage for global success.
Stella H. Kim, SPHR
HRCap – SVP, Head of Americas & Chief Marketing Officer