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When it comes to candidate experience, communication is where it lives and dies. On February 18th, 2026, we hosted a JobSync roundtable featuring Kerry Noone from Ford Motor Company and Geoff Webb from Organon to explore the strategies, tactics, and philosophies behind effective candidate messaging.

Here's what we learned.

The Philosophy: Quality Over Quantity

Both Ford and Organon shared a common belief: it's better to send fewer, more impactful messages than to spam hundreds of candidates with generic templates.

Geoff Webb emphasized this point directly: "My philosophy is that it's better to message fewer people and have it be more impactful than to spam hundreds of people and have absolutely no one reply to you."

However, there's a fine line to walk. Hyper-personalization can sometimes feel performative—adding a candidate's name or mentioning they like dogs doesn't demonstrate genuine understanding. The key is finding the balance between personalization and authenticity.

Auditing Your Automated Messages

Kerry Noone shared Ford's approach to improving candidate communications through a comprehensive audit of their automated messaging infrastructure. As part of Ford's EVP refresh, they systematically reviewed:

• Where automated messages are being sent
• What those messages actually say
• Pain points in the messaging experience
• How to use language to address those pain points

One pleasant discovery: Ford already had an abandoned application reminder. But the opportunity? Adding branding elements like logos and visual identity to these messages—something many organizations overlook.

Organon took a different approach. After spinning off from Merck, they inherited systems that sent unbranded, generic messages through Workday. Rather than trying to work within platform limitations, they made a strategic choice: remove most automations in favor of a white-glove, one-to-one approach. This works for Organon's size and candidate volume, but may not be scalable for high-volume hiring organizations.

The Impact of Quality Messaging

The numbers speak for themselves. When Organon sends personalized, contextual messages from one human to another—not generic templates—they see response rates of 40-60%. That's significantly higher than industry averages.

Quality messaging also directly impacts ghosting rates and acceptance rates. Candidates who receive thoughtful, respectful communication are more likely to stay engaged through the hiring process.

Rediscovering Your Talent Pool

One of the most impactful strategies came from Kerry's experience at CVS: the rediscovery campaign. Rather than constantly paying to attract new candidates to the top of the funnel, why not nurture the thousands already in your database?

At CVS, a simple "update your information" message resulted in 24,000 candidates uploading resumes the company didn't have. This single initiative improved database quality and enabled more targeted, relevant outreach down the line.

The lesson: Your existing talent pool is often your best resource. The next frontier in employer branding isn't just attracting new candidates—it's consistently telling your story to those already interested in your brand.

Channel Strategy: SMS, WhatsApp, and Beyond

Different channels work for different audiences and geographies.

For high-volume hiring, CVS found success with SMS and chatbots during COVID. Using Paradox, they moved candidates through the pipeline with decision-tree messaging, reducing time-to-fill from 22 days to just 2-3 days.

For global operations, Organon is implementing WhatsApp globally after three years of advocacy. Why? In markets like Europe, Asia, and Latin America, WhatsApp is the dominant communication platform. Meeting candidates where they are—whether that's WeChat in China or WhatsApp in Southeast Asia—is essential.

For professional roles, email and phone calls remain the standard, but the principle is the same: use the channels your candidates actually use.

The "Thank You for Applying" Email Matters

This seemingly minor touchpoint deserves attention. Organon evolved theirs from a generic "thanks for applying, we'll contact you if we like you" message to something more respectful:

"Thank you for taking the time to consider us. We know your time is valuable and we will do our best to respect it."

This reframes the message as a candidate's bill of rights rather than a rejection waiting to happen. It sets expectations while demonstrating respect—a small change with outsized impact.

Silver Medalists and Talent Communities

Both organizations are investing in creating dedicated talent communities for candidates who didn't get the job but are still strong fits.

Geoff Webb's team uses a disposition code called "Qualified but Not Considered"—candidates who met the job requirements but weren't selected due to timing, job changes, or circumstances. Rather than losing these candidates, they flow into talent pools for future opportunities.

Kerry noted that at CVS, they also prioritized employee referrals differently than general applicants. When someone on your team takes the time to refer a candidate, that person deserves white-glove treatment—not the same generic funnel experience.

The Rejection Email: An Opportunity, Not a Dead End

Here's a perspective shift: your rejection email is an opportunity to strengthen customer loyalty, not damage it.

Kerry shared a cautionary tale. She applied to a beauty company, had a poor experience, and immediately canceled her membership—costing them a customer. Conversely, thoughtful rejection messaging can keep candidates and customers engaged.

Some practical approaches:

• Provide constructive feedback when candidates have been spoken to (not just a form rejection)
• Invite them to join your talent community to stay connected
• Offer something of value—CVS created a "Candidate Care" tool with interview tips, resume lessons, and access to a job board
• Consumer-facing companies: Consider adding a discount or offer to rejection emails. One eye care company added a $50 coupon to every rejection, which drove store traffic and goodwill

Branding and Transparency in Automated Messages

As AI and automation become more prevalent in recruiting, transparency matters. Both Ford and Organon emphasized the importance of being clear about how AI is being used in communications.

Neither organization uses AI for candidate interviews or message composition. However, they do use AI for:

• Job description optimization and bias removal
• Job title recommendations based on location and language
• SEO optimization for career sites

The rule: be transparent about where AI is involved, and use it to enhance human decision-making, not replace it.

Mid-Funnel Messaging: The Frontier

One area both organizations identified as a priority but haven't fully executed: multi-step mid-funnel messaging sequences.

This is the space between application and interview—when candidates need information about your company, culture, and process. Rather than relying on candidates to dig through your career site, proactive messaging can:

• Reinforce what to expect next
• Share relevant company stories
• Address common questions
• Keep candidates warm and engaged

This is emerging as the next frontier in candidate experience optimization.

The Offline Renaissance

Interestingly, both organizations are investing in offline recruitment tactics:

• Flyers in neighborhoods for manufacturing roles
• In-store kiosks and recruiters at retail locations (CVS)
• QR codes on physical materials (not on digital ads—that defeats the purpose!)
• Radio playlists with recruiting messages (CVS)

The pendulum has swung back. After years of "everything digital," candidates are noticing and responding to offline touchpoints because they're unexpected and memorable.

Meeting Candidates Where They Are

Geoff's final takeaway: "You have to meet people where they are."

In a global context, this is complex. It means understanding regional communication preferences, languages, cultural norms, and platforms. It requires research, flexibility, and a willingness to try new channels.

Kerry added: "Learn from others." These roundtable conversations, peer networks, and industry forums are invaluable for staying current on what's working.

The Bottom Line

Words matter. The tone of your messages, the clarity of your process explanations, the respect you show candidates—these differentiate your employer brand in a competitive market.

Whether you're managing high-volume manufacturing hiring or specialized pharma roles, the principles remain the same:

1. Audit your current messaging for pain points and branding opportunities
2. Personalize thoughtfully—avoid performative personalization
3. Leverage your talent pool—rediscovery campaigns are ROI powerhouses
4. Meet candidates on their preferred channels—email, SMS, WhatsApp, offline
5. Treat rejection as an opportunity—to maintain customer loyalty and keep talent warm
6. Build talent communities—especially for silver medalists and referrals
7. Be transparent about automation and AI—candidates deserve to know what they're interacting with
8. Optimize your career site for job pages, not just homepages—that's where candidates actually go
9. Plan multi-step mid-funnel sequences—this is the next frontier
10. Remember: applicants are often your customers—treat them accordingly

Thanks to Kerry Noone and Geoff Webb for sharing their expertise and real-world examples. The conversation reinforced that candidate experience isn't a nice-to-have—it's a competitive advantage.