Hiring? Stop Using The C Word or the A Word

By Jeff Altman, The Big Game Hunter

As a career coach and former recruiter with decades of experience, I’ve witnessed countless hiring processes — some inspiring, many deeply flawed.

One subtle but powerful mistake I see is the persistent use of the words “candidate” and “applicant.” These terms, while seemingly harmless, can fundamentally undermine your hiring strategy and the experience you offer to future team members.

Why “Candidate” and “Applicant” Are Problematic

At first glance, “candidate” and “applicant” appear to be neutral, professional labels. But language shapes perception. When you refer to someone as a candidate or applicant, you’re unconsciously reinforcing an “us vs. them” mentality. These words reduce people to mere entries in an applicant tracking system (ATS), stripping away individuality and humanity.

Candidate: Implies a transactional, competitive process. It positions the person as someone to be evaluated, judged, and filtered.

Applicant: Suggests a passive role — someone hoping for your approval, rather than an active participant in a mutual decision.

This language subtly signals to job seekers that they are outsiders, vying for acceptance, rather than potential collaborators with valuable skills and perspectives. They are objectified, signaling they are not human and can be rejected without thought of their humanity.

The Impact on Your Hiring Outcomes

When hiring teams default to “candidate” and “applicant,” it can lead to several unintended consequences:

Impersonal Interactions: Communication becomes cold and generic, making it harder to build rapport and trust.

Reduced Engagement: People sense when they’re being treated as numbers. This can dampen enthusiasm and lead to disengagement, even among top talent.

Missed Opportunities: You risk overlooking individuals who could bring unique strengths to your organization simply because the process feels mechanical and one-sided.

What To Say Instead

So, what’s the alternative? Shift your language to reflect partnership and respect. That’s easy — people. They are people, not talent or candidates or applicants or “future colleagues” or any of the other nonsense terms

For example, instead of saying, “We’re reviewing candidates for this role,” try, “We’re meeting people interested in joining our team.” This small change reframes the process as a two-way street, where both sides evaluate fit and potential, as well as keeps the humanity intact.

The Broader Benefits

Changing your language isn’t about being politically correct — it’s about transforming your hiring culture. When you treat every interaction as the beginning of a professional relationship, you:

Attract Better Talent: People want to join organizations where they feel respected and valued from the outset.

Enhance Your Employer Brand: Word spreads quickly about companies that treat people well — even those they don’t end up hiring.

Improve Retention: When new hires feel welcomed and included from day one, they’re more likely to stay and thrive.

Final Thoughts

Words matter. If you want to build a world-class team, start by retiring the “C word” and the “A word.” Treat every person you meet in the hiring process as a human being with feelings that are affected by being treated as a human being. You’ll not only attract better talent — you’ll create a hiring experience that reflects the values and culture you want your organization to embody.

Ⓒ The Big Game Hunter, Inc., Asheville, NC 2025  

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