Interesting research & analysis from the clever folk at ScienceForWork in the Journal of Applied Psychology highlights the three aspects of employer brand/candidate experience that have the greatest impact on the likelihood of candidates accepting roles. 

These are: 

1. Perceived fit - 'will I fit in with this company?'

2. Recruiter characteristics - 'do I find the recruiter approachable?'

3. Hiring expectation - 'do I stand a chance?'

The role of recruiter as brand ambassador and key influencer on candidate decisions - as opposed to managing a process - is often overlooked.