Setting clear expectations with customized, visual application journeys
From black box to transparent process
As an employer, you have the power to break through that uncertainty. In fact, it’s a perfect opportunity to stand out in a positive way. Imagine if, right from the start of the application process, you clearly show candidates what they can expect—not just through a few lines of text, but visually and tailored to the role.
That’s exactly why we built something in Serena CMS that we’re honestly quite proud of: the visual, fully customizable application process feature. It gives candidates immediate clarity and confidence—not only in the process ahead, but in your organization as a whole.
Trust begins at the front door
Managing expectations from the very first moment builds trust. Trust in you as an employer, and trust in the journey that follows.
Think of it like booking a hotel. Before you reserve, you want to know when you can check in, if breakfast is included, whether pets are allowed, and how close it is to the city center. The more transparency you get up front, the more confident you feel about your choice. The same principle applies to job applications.
With this Serena feature, you can clearly guide candidates through each step of the process. For example:
When they can expect a response
Whether there will be a phone screening
How many interviews to expect
If a case study, assessment, or reference check is part of the process
When they’ll receive a final decision
The best part? It’s all visual. No long, boring blocks of text—just clear steps, helpful icons, and even the option for a timeline or simple animation.
But you have to walk the talk
Let’s be honest: it’s easy to publish a polished process. But what really matters is following through. The golden rule here? Deliver on what you promise. If you say you’ll call within 24 hours, make sure you do. Because trust is earned slowly—and lost in a heartbeat.
A strong application experience isn’t just about presentation—it’s about consistency. When you clearly set expectations and actually follow through, you’re not just improving the process for candidates. You’re also building a more reliable, efficient system for your own organization.
One-size-fits-all? not a chance—Customize for every audience
Let’s face it: the hiring journey for an electrician is worlds apart from that of a lawyer. And your approach for an intern is (hopefully) not the same as for a senior developer. That’s why Serena CMS gives you the flexibility to create an unlimited number of tailored application processes.
For each job opening, target group, or job type, you can:
Define your own process steps
Write tailored explanations that fit the audience
Add visuals that match the context and tone
For example:
An electrician might go through a quick phone call, a trial workday, and then a casual offer chat.
A lawyer, on the other hand, may expect multiple interview rounds, an assessment, and a reference check.
By customizing the journey for each role, every candidate feels seen, understood, and respected.
What’s the payoff?
Managing expectations isn’t just a “nice to have”—it delivers real, measurable value. Not only does it strengthen your employer brand, but it also boosts your conversion rates.
Here are five key benefits of a visual, tailored application process:
1. Fewer drop-offs
When candidates know what to expect, they’re less likely to abandon the process out of uncertainty or frustration.
2. A more professional image
It shows that you’ve got your act together—and that you care about the candidate experience.
3. Higher conversion rates
A smooth, transparent flow encourages more candidates to complete their applications.
4. Positive impressions—even after a “no”
When people feel respected and informed, they’re more likely to walk away with a positive view of your company—even if they don’t get the job.
5. Less back-and-forth for recruiters
Clear communication up front means fewer emails like “Did you get my application?” or “What happens next?”
Why managing expectations matters internally, too
When organizations work on improving the hiring process, the focus is often on the external side—the candidate experience. And that makes sense: it’s the first impression a potential employee gets. But there’s another, often overlooked benefit of a structured and visual application process—it brings clarity internally as well.
By documenting your hiring journey clearly in Serena, you create alignment across the board: HR, hiring managers, recruitment partners, and leadership all know exactly what the process looks like.
Everyone is on the same page about:
- What steps are involved
- Who is responsible for what
- When things need to happen
- What’s being communicated externally
This helps eliminate frustrating mix-ups like:
- “Wait, weren’t you calling the candidate?”
- “When was that assessment supposed to happen again?”
- “Oh, I didn’t realize I was up next.”
The result? A smoother, more efficient recruitment process with fewer delays and less stress. Plus, it brings structure—especially helpful when scaling up or running multiple open positions at once.
Plan a demo now and discover Serena yourself!
Flexible, not optional
Of course, no process should be rigid. Things don’t always go exactly as planned, and flexibility is key. But by defining a clear standard flow in Serena, you create a solid foundation. No more reinventing the wheel with every new vacancy.
The trick is to establish a core process and then fine-tune it for each role or audience. Serena makes that easy—visual, modular, and completely aligned with your brand.
After the application: why expectations still matter
The job application is just the start of the journey. Once a candidate is hired, they immediately move into the onboarding phase—and guess what? Managing expectations remains just as important.
Wouldn’t it be great if those next steps were already clearly outlined? With Serena, you can seamlessly transition from application to onboarding—all within the same familiar, visual format.
For example, after signing the contract, you can present a custom “Welcome Onboard” flow that includes:
A personal introduction to the team
Practical prep for day one (think: what to bring, dress code, where to park)
A visual timeline of what to expect in the first few weeks
This makes new hires feel seen, supported, and genuinely welcomed from the very beginning. And that pays off: faster integration, stronger engagement, and lower early turnover.
So, what can you actually do in Serena?
Here’s what’s possible with the application process feature in Serena:
Create multiple, tailored application processes
Set up a visual timeline per vacancy or target group
Add your own icons, steps, and content—fully customizable
Seamless integration with the ‘Apply’ button and vacancy page
Full control over your tone of voice and brand style
Works for both straightforward and complex hiring flows
And perhaps the best part: you stay in control. No rigid, one-size-fits-all process—just a flexible setup that reflects your organization, your audience, and your way of working.
Start with Serena yourself? Book a demo now!
Make a difference at the right moment
In a competitive job market, every interaction with your candidates is an opportunity to stand out. Many organizations invest heavily in employer branding, eye-catching campaigns, and attention-grabbing job ads—but all too often, the application process itself is overlooked.
Which is a missed opportunity, because this is where the real interaction begins. This is the first true connection between the candidate and your organization.
If you drop the ball here, all those efforts before it are wasted. But if you get it right? You build trust, win over the skeptics, and set the stage for a smooth, successful collaboration.
Ready to elevate your process?
Want to learn more about the application process feature in Serena? Reach out to us or one of our partners for a demo. We’d love to show you how small, smart adjustments can make a huge impact on the candidate experience.
Because let’s be honest: applying for a job is nerve-wracking enough—but the process itself doesn’t have to be.