AI AND HIRING FRICTION: UK JOBSEEKERS FRUSTRATED BY LENGTHY APPLICATIONS AND POOR COMMUNICATION

The UK recruitment market is facing a growing disconnect between employers and candidates, as new data points to rising frustration with hiring processes that are increasingly seen as inefficient, opaque and overly complex.

Research from Omni RMS suggests that nearly half of jobseekers (49%) are deterred by lengthy application processes, while 46% cite poor communication as a key failing during recruitment. The findings come at a time when the labour market is tightening, with vacancies falling and job prospects weakening, particularly among younger workers.

The data underscores a broader structural issue: while employers are under pressure to secure talent in a competitive market, the systems designed to attract that talent may be pushing candidates away.

A tightening labour market meets rising candidate expectations

The UK labour market is currently experiencing what analysts describe as a “squeeze”, with declining vacancies and increased competition for roles. Younger candidates appear particularly affected, with 38% of those aged 17–25 identifying the difficulty of finding relevant roles as their biggest frustration.

This challenge is not simply about availability of jobs, but about alignment. A growing proportion of candidates—34%—report difficulties finding roles that match their skills and experience, a sharp increase from just 10% in 2023. The trend suggests that search relevance and job matching systems are struggling to keep pace with candidate expectations.

At the same time, inefficiencies within hiring processes continue to compound the issue. Long applications, lack of feedback (30%), and unclear communication channels are emerging as consistent points of friction.

AI accelerates applications—but complicates hiring

The rapid adoption of artificial intelligence is reshaping both sides of the recruitment equation. Nearly half of candidates (47%) are now using AI tools to assist with job applications, enabling them to apply for roles more quickly and at greater scale.

However, this acceleration is introducing new complexities.

While 46% of candidates believe AI will improve the recruitment experience in the coming years, concerns remain about its current impact. Around 29% say overuse of AI in recruitment would make them more likely to withdraw from an application, while a further 36% suggest their response would depend on the organisation or role.

For employers, the challenge lies in balancing efficiency with accuracy. The increased use of AI by candidates is making it harder to assess genuine suitability, particularly as traditional screening methods become less reliable.

According to Chartered Institute of Personnel and Development, 78% of organisations have increased their use of recruitment technology, with 31% now incorporating AI into hiring processes—almost double the figure recorded in 2022. Yet this technological shift is not without consequences: 64% of organisations report difficulties attracting suitable candidates, while 52% say they are receiving more unsuitable applications.

Employers face a design problem, not just a talent problem

Louise Shaw, Managing Director at Omni RMS, argues that many of these challenges stem from recruitment systems that have evolved without intentional design.

“Long application processes are often a sign that hiring journeys have evolved over time without being deliberately designed for candidate experience. Organisations can reduce friction by simplifying application stages, improving communication between hiring teams, and focusing assessments on what genuinely predicts success in the role,” she said.

“In practice, this means clearer job descriptions, fewer but more meaningful assessment stages, structured interviews, and faster decision-making supported by technology and data. When organisations treat recruitment as an end-to-end process rather than a series of disconnected steps, they can significantly reduce application time while still maintaining robust hiring standards.”

Her comments reflect a growing recognition that recruitment is no longer just an operational function, but a strategic component of employer branding.

What candidates still value

Despite the challenges, candidate priorities remain relatively stable. Pay and benefits continue to lead decision-making (49%), followed by flexible working (41%), hybrid or remote options (29%), career development (28%), and organisational values (22%).

Notably, the importance of flexible working has increased significantly, rising from 30% in 2023 to 41% in 2026, reflecting a lasting shift in expectations following post-pandemic workplace changes.

The future of hiring: human skills and smarter systems

As AI continues to reshape recruitment, the emphasis is shifting towards skills that technology cannot easily replicate.

Louise Shaw notes that traditional assessment methods are becoming less effective in an AI-enabled environment.

“Candidates are increasingly using AI to speed up and simplify the application process. While this helps them respond to more roles, it also creates a challenge for employers in identifying genuine suitability.

“As a result, organisations need to ensure their hiring processes are designed not just for efficiency, but for accuracy in assessing capability.

“Traditional screening methods such as psychometric tests and cognitive assessments were designed to measure skills like logical reasoning and analytical problem-solving, however modern AI systems can now perform these extremely well. As a result, hiring processes will increasingly need to focus on skills that remain uniquely human, including judgement, creativity, ethical decision-making, collaboration and navigating ambiguity.”

She adds that organisations must remain mindful of candidate experience throughout the process.

“However, it is also important for organisations to be mindful of candidate frustrations during job applications, as our research shows that 49% of candidates find long application processes frustrating. Assessment design will be even more critical for organisations going forward in order to solve these challenges.

“Overall, AI should be seen as an enabler rather than a replacement for human interaction. Organisations that are clear about how they use AI, maintain meaningful human touchpoints, and design processes around the candidate experience are far more likely to build trust and secure the talent they need.

“Organisations need to treat the candidate hiring process as a core part of their employer brand. Candidates increasingly judge organisations by the experience of applying, interviewing and receiving feedback, through to onboarding and induction, so being mindful of this can increase candidate’s perceptions of being trustworthy and reliable, whilst changing perceptions on the use of AI tools in moderation.”

A system under strain

The findings point to a recruitment system under strain, where technology, candidate behaviour, and employer expectations are evolving faster than the processes designed to connect them.

For UK businesses, the message is increasingly clear: attracting talent is no longer just about offering the right role, but delivering a hiring experience that is efficient, transparent and aligned with modern expectations.