Retention Starts Before Day One: Building Loyalty from the Hiring Stage

Introduction

Employee retention has long been viewed as something that begins once a new hire officially joins the company. But in reality, the seeds of retention are planted far earlier, during the hiring process itself. The way candidates experience your recruitment, evaluation, and communication sets the tone for their sense of belonging and commitment. In this article, we explore how organisations can start building loyalty before an employee's first day.

The new perspective on retention

In today's job market, where talent shortages and high turnover are common, retaining employees has become a top priority. Yet many companies still view recruitment and retention as separate efforts. A better approach is to see them as two ends of the same journey. Every interaction from the job ad to onboarding shapes how engaged a future employee will be.

According to multiple workforce surveys, around 28% of new hires quit within their first 90 days, often citing poor communication, unmet expectations, or lack of connection. When loyalty-building begins during hiring, those risks drop dramatically.

1. Start with authentic employer branding

Your employer brand is often a candidate's first impression of your culture. It goes beyond the careers page, it's the sum of your reputation, employee testimonials, social presence, and how your company lives its stated values.

Align brand and reality

Over-promising in job ads or interviews may attract candidates quickly, but it leads to disillusionment later. If your culture is fast-paced and demanding, say so clearly. Candidates who opt in with full understanding are more likely to stay.

Show your people

Use real employee stories, not stock phrases. For example, a SaaS company might share how its developers collaborate across continents or how marketing teams test ideas with autonomy. Authentic storytelling builds trust before the first interview.

2. Redefine recruitment as relationship-building

Recruitment is not just about assessing fit, it's also about nurturing a relationship. Every touchpoint sends a message about how the organisation values people.

Communicate transparently

Keep candidates informed. A simple message like “We're still reviewing applications and expect to respond by Friday” signals respect. Transparency is one of the earliest trust builders.

Personalise the process

Where possible, tailor communications. Address candidates by name, reference something from their application, or offer brief feedback after interviews. These small gestures make a big emotional impact.

Involve future colleagues

When team members join interviews, candidates feel they are connecting with real people, not just HR. It also helps candidates visualise themselves within the team, an early emotional anchor for future loyalty.

3. Evaluate for fit, both ways

Traditional hiring often focuses on whether the candidate fits the role. But high retention happens when both sides assess fit equally: skills, expectations, and culture alignment.

Use realistic job previews

Give candidates a window into the day-to-day. Share sample projects, challenges, and success stories. This transparency helps align expectations and prevents “new hire shock.”

Assess for values, not just skills

Technical competence is essential, but shared values drive longevity. Ask questions that reveal collaboration style, problem-solving preferences, and how they handle feedback. Hiring people whose personal values resonate with the organisation's purpose fosters loyalty from day one.

4. Set clear expectations early

Unclear job descriptions and vague interview promises are common causes of early disengagement. Clarity is a cornerstone of trust.

Be specific about growth paths

Explain what success looks like at 3, 6, and 12 months. Share potential progression examples. Candidates who can envision their growth are more motivated to stay and invest in that future.

Outline the onboarding process

Describe what happens between offer and first day: who they'll meet, what resources they'll receive, and what early projects they might work on. This removes uncertainty and creates excitement.

5. Craft a preboarding experience

Preboarding, the period between offer acceptance and start date, is an often-overlooked opportunity to reinforce engagement.

Stay connected before day one

Send a personalised welcome email, introduce them to their future manager, or share team updates. A short video from colleagues saying “We can't wait to have you onboard” goes a long way in making the new hire feel valued.

Provide resources early

Give access to relevant reading materials, company handbooks, or training portals. This builds familiarity and confidence. Even a short welcome guide or tool access checklist can reduce first-day anxiety.

Small gestures, big loyalty

Consider sending a branded welcome pack, perhaps a notebook, T-shirt, or a handwritten card. These tangible signals strengthen emotional connection even before the contract starts.

6. Make onboarding an extension of hiring

Onboarding shouldn't be seen as a separate phase but rather a continuation of recruitment. It is the bridge between candidate experience and employee experience.

Design onboarding for belonging

Plan team introductions, assign a buddy or mentor, and ensure managers are actively present in the first weeks. Encourage open conversations about goals, learning styles, and expectations.

Connect purpose to practice

Help new hires see how their work supports the organisation's mission. This purpose connection is one of the strongest drivers of retention and engagement.

7. Measure and refine the hiring-retention link

Retention metrics shouldn't start on the first day of employment. Track the full candidate-to-employee journey. Useful metrics include offer acceptance rate, preboarding engagement, and first-year retention by hiring manager.

Ask new hires for feedback

After onboarding, ask: “What could we have done differently during recruitment to make you feel more connected?” Such data reveals where loyalty-building might be weak or inconsistent.

Empower recruiters as retention partners

Train recruitment teams not only to fill roles but to identify long-term cultural contributors. Align hiring KPIs with retention goals to create accountability.

8. Technology as an enabler of loyalty

Digital tools can help scale personalisation and consistency. Applicant Tracking Systems (ATS) like Zamdit, for instance, can automate candidate communication while preserving a human tone. They also help track engagement metrics and identify friction points in the candidate journey.

Automation without losing authenticity

Automation should free up recruiters to spend more time on meaningful interactions. For example, Zamdit allows structured communication templates that can be customised, ensuring speed without sacrificing empathy.

Conclusion

Retention truly starts before day one. The experience a candidate has during hiring (how they're treated, informed, and welcomed), forms their first impression of the company's culture. When organisations invest in trust, transparency, and connection from the first interaction, loyalty follows naturally.

Platforms like Zamdit can support this approach by making recruitment more human, efficient, and transparent. Building loyalty from the hiring stage isn't just about reducing turnover, it's about creating a culture where every new employee begins their journey already feeling part of something meaningful.