The Application Flood: Why More Candidates Actually Means Fewer Good Hires

The average recruiter now spends a third of their week just sourcing candidates, yet 72.8% report they still can’t find qualified applicants. How does this make sense? Enough applications to fill over a third of their work time reviewing them, yet not finding what they’re looking for.

This pain is made possible thanks to tools like LazyApply which submit up to 150 job applications per day with a single click. Or the Easy Apply, or auto-apply features built within online job boards and platforms.
I once posted a job for a marketing assistant and received several auto-applications from truck drivers. The platform’s keyword matching connected “driving” – as in driving results in marketing versus driving trucks.

The filters constantly evolve, but fighting spam, bots, and automated waste is like plugging leaks – fix one and another sprouts elsewhere.

This is the paradox of modern recruiting: Technology has made it easier than ever to apply for jobs and harder than ever to hire. The technology has opened the floodgates where volume isn’t the problem – quality is buried in the floodwaters. It’s become a find the needle in the haystack situation.

According to AHLA’s February 2025 survey, 65% of hotels report staffing shortages despite being flooded with applications. Meanwhile, Pindrop Security recently discovered 12.5% of their applicants were using deepfake technology to hide their identities. Genuine candidates who actually want specific positions at specific properties are getting lost in a sea of auto-generated submissions, fake profiles, and mass applications from people who don’t even remember applying.

“Candidates have become much more selective about where they choose to work, and rightfully so,” observes Curtis Parker Jr., Vice President of Human Resources, Payroll, and Facilities at ResortCom. The challenge isn’t attracting more applications – it’s connecting with the right people who share your values and vision.

The properties finding success aren’t trying to out-tech the problem. They’re using technology to amplify what’s always worked: authentic culture, genuine connections, and honest conversations about what the job really entails.

Culture as Competitive Advantage

“Being recognized by USA Today as a Top Workplace not only validates the culture we’ve built at ResortCom, but it also sets us apart in a very competitive job market,” says Parker. “Candidates have even shared that they’ve searched award-winning companies when looking for a great place to work.”

This isn’t just about awards on the wall. Parker notes that since receiving the recognition, ResortCom has noticed an increase in unsolicited interest from potential employees. But what really makes the difference goes deeper than recognition.

“We back up our culture with opportunities for growth,” Parker explains. “We offer career shadowing, career coaching, and even mock interviews so employees can explore their interests, strengthen their skills, and prepare for their next step. That kind of investment reinforces that our commitment to our people is just as strong as our commitment to our members and clients.”

This approach resonates in an industry where authentic leadership visibility matters. Take Tricia Engel-Bethel, VP of Talent Acquisition at Westgate Resorts, whose LinkedIn presence demonstrates recruitment as a 24/7 activity. When she posts about housekeeping staff by name, celebrates individual recruiter certifications, or shares productivity tips with her network, she’s creating an authentic employer brand that no polished career portal can match. Potential candidates see a leader who genuinely knows and values her team.

The Application Experience Crisis

According to SHRM’s 2024 recruitment benchmarks, 92% of candidates who click “apply” never submit an application. In an industry where according to Certn’s 2024 trends report, 76.9% of hospitality job applications are completed on mobile devices, this abandonment rate signals a fundamental disconnect.

The untapped opportunity lies in interactive applications using conditional logic – the same technology marketers use to qualify leads. Instead of uploading resumes into a void, imagine applicants encountering scenarios: “A guest approaches during peak check-in, visibly upset about their room not being ready. Walk us through your response.” Based on their answer, the application adapts, diving deeper into problem-solving abilities or customer service philosophy, using visual, interactive questions to keep applicants engaged and set a brand tone at the employee application level.

These aren’t just screening tools – they’re engagement mechanisms. In marketing, we score lead quality based on responses, feeding that data back to advertising algorithms to attract similar profiles. The same principle applies to recruitment: score applicant responses, track which sources produce quality candidates, and let that data inform where and how you advertise positions.

The Shift Toward Building Talent

“One of the biggest changes we’ve seen is that candidates are looking for more than just compensation,” Parker observes. “They want flexibility, growth opportunities, and a workplace culture that values them as individuals. People have become much more selective about where they choose to work, and rightfully so.”

ResortCom has responded by investing in their Culture Champions program – an employee-led committee that brings core values to life through company-wide events each month. On the recruiting side, they’ve found balance between technology and human connection.

“Our teams use pre-hire assessments and technology to make the process smoother and more engaging, but we’ve also kept the ‘old school’ in-person connection during interviews,” Parker notes. “That balance helps ensure we’re not only finding the right skills but also the right culture fits for our teams.”

This building-over-buying mentality extends to their hiring philosophy. “When we hire for entry-level roles, we’re often looking at a candidate’s potential to grow beyond that first position,” Parker explains. “That mindset helps us build long-term relationships with people who share our values and want to grow with us.”

The data supports this approach. According to ERIN’s 2024 statistics, referred employees are hired at a 30% rate versus just 7% for other sources, with 46% retention after one year compared to 33% for job board hires. When current employees understand the company’s commitment to development, they become the most effective recruiters.

This philosophy aligns with broader industry innovation in talent development. As explored in a recent Resort Trades article on hospitality training innovation, companies like Grand Pacific Resort Management are transforming retention through comprehensive development programs that see employees as whole people, not just job titles.

The Ecosystem Effect

In talent acquisition, everything affects everything else. Online reviews influence application quality. Leadership visibility impacts retention rates. Training programs drive referral success. Mobile optimization determines completion rates.

According to AHLA’s workforce report, properties that begin recruitment 3-4 months before peak seasons achieve 60% lower cost-per-hire and 25% better retention. This isn’t just about planning ahead – it’s about understanding how seasonal patterns, geographic constraints, and market dynamics interconnect.

The companies succeeding aren’t just posting jobs – they’re building comprehensive ecosystems where employer branding, digital advertising, interactive applications, and employee advocacy work in concert. Your Glassdoor rating affects your LinkedIn ad performance. Your leadership’s social media presence influences application quality. Every touchpoint matters.

Measuring What Actually Matters

Traditional metrics like time-to-fill and cost-per-hire only tell part of the story. ResortCom’s focus on candidate potential – looking at growth beyond the first position – represents a fundamental shift in measurement philosophy.

According to TestGorilla’s 2024 skills-based hiring report, this approach is five times more predictive of job performance than education-based hiring, with RecruiterFlow’s 2024 analysis showing 91% improved retention rates. Yet Harvard Business School research finds only 37% of companies actually change their practices after removing degree requirements.

The disconnect between intention and implementation reveals the real challenge: changing ingrained hiring habits. Companies that succeed track quality indicators throughout the recruitment funnel – scoring application responses, correlating source with retention, measuring time-to-productivity rather than just time-to-fill.

Hospitality Recruitment Innovation in Action

As hospitality continues navigating the paradox of flooded applicant pools and persistent shortages, three principles emerge from successful innovators:

Question Your Assumptions

ResortCom discovered candidates actively search for award-winning companies – insight that only came from listening. What assumptions about “how hiring works” might be limiting your talent pool? Whether reconsidering degree requirements, rethinking advertising channels, or questioning if your application process reflects actual needs – innovation starts with challenging the status quo.

Authenticity Over Perfection

From ResortCom’s culture-first approach to leaders like Tricia Engel-Bethel who showcase genuine workplace moments, authenticity consistently outperforms polish. The principle applies regardless of your property’s size – whether in job descriptions, interviews, or onboarding. Where can honest conversation replace corporate speak?

Connect the Dots

Every element of talent acquisition influences the others. When ResortCom offers mock interviews to current employees, they’re not just providing career development – they’re creating informed referral sources who understand exactly what the company needs. When properties thoughtfully respond to negative reviews, they’re demonstrating problem-solving approaches to potential applicants. Where are the unexpected connections in your operation?

The hospitality industry has always been built on human connection. In an age of AI imposters and automated applications, the properties that remember this fundamental truth – and innovate around it – will win the talent war. Not through technology alone, but through using technology to enhance what hospitality has always done best: creating genuine human experiences that matter.

Kelley Ellert is a marketing consultant and strategist who specializes in modernizing resort marketing and talent acquisition strategies. Find her at waterwheelmarketing.com or on LinkedIn @kelley-ellert.