What is Candidate Net Promoter Score (CNPS)?

Simon Werner-Zankl
Oct 26, 2017 · 3 min read

Candidate Net Promoter Score (CNPS) is a key metric that organizations use to measure how job candidates experience a recruitment process, with the intention to improve recruiting and to strengthen the employer brand.

I will in this article tell you the story behind CNPS, how to use it, and how organizations use it to benchmark their performance.

This article is just a short text that explains what Candidate Net Promoter Score is in brief, if you want the whole story, read our full guide here.

Detractors, Passives, and Promoters. Illustration: Pauline Fagerberg

Candidate Net Promoter Score was born from Net Promoter Score

How likely is it that you would recommend [brand] to a friend or colleague?

…is the closest you can get to measure customer loyalty. A higher NPS equals higher loyalty from customers which is (through research) connected with word-of-mouth and other factors driving growth. So the final connection states that:

A higher NPS, compared to your competitors, is connected to higher growth. This is a fact.

Let us move on to CNPS (Candidate Net Promoter Score) and with the experiences, I have as a founder of Trustcruit (a feedback and analytics tool that automatically measures candidate experience and CNPS). I will try to give you the full picture of what CNPS is and how to use it? (as the headline promises 😉)

What is CNPS?

How is CNPS calculated?

CNPS is calculated by dividing the 0–10 answers from the candidates into three groups;

  • 0–6 are called Detractors ☹️
  • 7–8 are called Passives 😐
  • 9–10 are called Promoters 😀

Now you need the percentage of the groups to calculate your CNPS(which shall always be 100% when summed). An example would be 15% Detractors, 35% Passives, and 50% Promoters. Let’s ignore the passives and calculate: Promoters minus (-) Detractors

This gives the CNPS of 50–15=+35

When do you measure CNPS?

How to compare your Candidate Net Promoter Scores?

You can also compare your CNPS against competitors to get the relative measure of how you are performing compared to competitors.

How can I benchmark my score to competitors/industry standards?

As always I am more than happy to discuss recruiting and its possibilities further so feel free to comment, add me on Linkedin here, or send me an email: simon@trustcruit.com 👋.

PS. If you found this helpful and want to read more articles like this article, please Clap 👇 or follow me and the Trustcruit crew on Data-driven HR.

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