Many employers take a one-sided approach to hiring, believing that the purpose of interviews is to assess a candidate’s acceptability to the organization. While this is a key element of the interview process, to be sure, it is only one piece of the puzzle.

The Candidate is Interviewing You and Your Organization, Too

The interview process is multi-faceted. Not only is it a chance for managers to assess candidates, it is also a chance for the candidate to assess your organization. In order to decide whether a company is the right fit, candidates will evaluate salary and benefits packages, but they will also look for: company culture, company values that align with their own, the strength of management teams, the organization’s values proposition, and work-life balance. That’s why it’s important to put your company’s best foot forward throughout the hiring process, so that you can highlight your greatest assets to the most qualified candidates.

It’s crucial not to oversell, however. In many cases, hiring teams go a little too far in painting a rosy picture that strategically covers the blemishes. Just as no candidate can ever be without flaws, neither can any organization. It’s important to sell the company, but it’s equally important not to gloss over its flaws. Why? Because the veil will be lifted after a short time and the new hire will quickly see that the company isn’t quite what he or she was promised.

Nontraditional Interviews Can Help Assess Cultural Fit

The hiring process is also a time for companies to assess a candidate’s cultural fit. Nontraditional interviewing is becoming popular among forward-thinking organizations that realize personality and character play a big role in an employee’s success.

It has become common practice to take candidates out of the traditional office setting once they’ve cleared several rounds of interviews.

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Spotify, for example, engages in a practice they call “culture interviews” where candidates are invited to hang out with team members in a bar, restaurant, or other relaxed setting. This gives managers the opportunity to observe first-hand just how well a candidate will mesh with potential co-workers. Candidates also benefit from these types of unconventional interviews, as they are able to relax and get a feel for their potential managers and team members as well.

Sell the Sizzle – and the Steak

It’s important to highlight your assets when wooing new candidates, as the interview process is just as important for them as it is for the company. Think outside the box and try to create situations where both you and the candidate can assess cultural fit in addition to a skills fit. It’s also important to be strategic—and honest—when it comes to the interview sales process. Always be honest and up front with candidates, just the way you expect them to be with your hiring team.