New Hire No-Show! How to Stop Candidate Ghosting Before it Costs You

Candidate ghosting is on the rise — and it’s costing everyone time, money and momentum. What steps can you take to avoid it happening time and time again? 

Picture this: your search is over, you’ve made the offer, and the candidate has accepted. You’ve briefed the team, planned onboarding, and maybe even announced the hire. Then… silence.

No reply. No start. No explanation.

If that sounds familiar, you’re not alone. In a recent survey, more than a quarter (27%) of UK employers said a new starter had failed to turn up on day one. 

It can start even earlier in the process: 86% of job seekers admit to skipping interviews without notice. In a market where talent is tight and expectations are high, even signed offers aren’t a guarantee.

Why candidates ghost 

It’s not just flakiness - several factors are driving this trend: 

• Multiple offers and changing priorities
  Candidates are juggling options and making decisions based on more than salary. Culture, flexibility, purpose, and onboarding experience matter.

• Transparency gaps
  Poor communication and long hiring processes are major red flags. Vague salary details? Another deal-breaker. Silence or ambiguity gives candidates an easy excuse to walk away.

• Market dynamics
  Top talent is in demand. When employers delay decisions, candidates disengage quickly.

• Gen Z Expectations
  Junior roles are most at risk. Many Gen Z candidates are entering their first jobs with different expectations. Job-hopping rates have surged by 134% since the pandemic, showing people will move on fast if things don’t feel right.

Build a process that works.

At PR CROWD, we’ve been recruiting for PR/comms agencies and in-house teams for more than a decade, helping them attract, engage, communicate with, and retain talent. Here are some useful tips to follow, from first contact to first day:

1. Tell the real story

PR people are natural storytellers — use that to your advantage. Be honest about the pace, the clients, the culture and the expectations. If your agency thrives on tight turnarounds and high-profile clients, say so. If your in-house team is navigating complex stakeholder comms or a brand refresh, share that. 

Transparency builds trust — and helps candidates self-select for the right reasons.

2. Be clear on pay and progression

One of the biggest friction points? Opaque salary bands. Candidates are increasingly wary of roles that dodge the money question. Be upfront about salary, benefits and progression pathways.

Spell out what success looks like, and how it’s rewarded.

3. Move fast, stay warm

In PR, timing is everything — and recruitment is no different. A slow or disjointed process can cost you. Keep interviews tight, feedback prompt and communication warm. Treat candidates like you would a new client — with care and consistency.

And don’t go cold between offer and start date — a quick check-in, welcome email or “meet the team” invite can make all the difference

5. Make Day One count with onboarding that sticks

They’ve turned up on day one: so far so good. Now the real work begins! A structured, engaging start builds confidence and loyalty. Think of it as a launch campaign. Set clear goals, introduce them to key clients and internal stakeholders and give them something meaningful to own early on. Strong onboarding improves retention by 82% and productivity by over 70%. 

And don’t forget the cultural cues — whether it’s a team lunch or a Slack shoutout, small gestures go a long way in making people feel part of the team.

6. Work with your recruiter to spot hesitation and handle counter-offers

A good PR specialist recruiter doesn’t just send CVs — they manage expectations, keep candidates engaged, and flag risks early. At PR CROWD, we stay close to both sides throughout the process, spotting hesitation, handling counteroffers and keeping candidates engaged. We know the comms world inside out, and we understand the nuance — from agency politics to in-house stakeholder dynamics. 

That means fewer surprises, better matches and hires that stick.

7. Set expectations internally

Ghosting isn’t just a candidate problem — it’s a market signal. Share the information with your team. Help hiring managers understand that an accepted offer isn’t the finish line. It’s only the halfway point. The real work is making sure your new hire actually shows up — and stays on to succeed.

Lets talk

PR hiring has never been more complex — or more personal. Get in touch with Gavin at PR CROWD to discuss how to keep candidates engaged from offer to onboarding and beyond.