Why ‘Shadowing’ in the Interview Process Can Backfire: Lessons from a Startup’s Mistake

Interview processes vary widely across companies, but the goal is always the same: find the right candidate who fits both the role and the culture. Some companies adopt unique methods to assess fit, one of which is "shadowing." While shadowing can provide valuable insights, when implemented poorly, it can unintentionally harm your company's image.

Earlier this year, we worked with a startup that introduced shadowing as the third stage of their interview process. They insisted candidates spend an hour observing one of their sales representatives in action, hoping it would provide valuable insight into their sales approach. However, the results weren’t what they expected.

The Setup: Shadowing as an Interview Stage

This company was looking to hire an experienced sales professional—someone with 3-5 years of experience. So, when they introduced the shadowing stage, the candidates were surprised. It’s unusual to require experienced professionals to observe another sales rep for an hour, especially as an assessment tool. But, despite finding the request odd, each candidate agreed.

The intention was clear: the startup wanted to show off their "top performer," who they claimed was consistently achieving impressive numbers. The twist? This top performer had only six months of experience at the company and had never worked in sales before. The startup saw this as an inspirational success story—proof of the strength of their sales model. But for these experienced candidates, it raised a red flag.

The Reality: Poor Execution and the Wrong Impression

As the candidates sat in on calls, their excitement quickly faded. Instead of watching a dynamic, engaging salesperson, they saw someone with their head down, looking deflated and disengaged. He read from a script, asked only the most basic questions, and made no attempt to build rapport with prospects. The result? Not a single successful close, follow-up, or agreement came from the calls they observed.

All three candidates felt an urge to step in and steer the conversation, knowing they could bring value. Yet, they were instructed to stay quiet and simply "absorb" the experience. They left with a lasting impression—this company’s "top performer" had a robotic approach to sales, lacking the engagement, energy, and relationship-building skills they viewed as essential for success. Rather than impressing them, the shadowing session confirmed this was not the right environment for them.

The Aftermath: Feedback from Candidates and the “Top Performer”

The candidates all shared similar feedback: while they appreciated the opportunity to observe, the experience solidified their decision not to join this company. The startup’s choice to showcase someone unprepared and unmotivated left them wondering about the broader culture and management approach.

Interestingly, the feedback went both ways. The “top performer” found the candidates uninspired, believing they didn’t engage or “keep up” with his approach—a misjudgment that was likely more a reflection of his own insecurities than an accurate assessment of their capabilities.

The Key Takeaway: First Impressions Matter on Both Sides

As much as interviews are about candidates proving their fit, it’s equally a time for startups to impress candidates. Shadowing, in theory, can be a fantastic method to offer insight into the role and company culture, especially in industries where real-world scenarios can convey more than descriptions on paper. However, when used thoughtlessly or executed poorly, it risks creating the wrong impression.

This experience was eye-opening. For the candidates, it reaffirmed their standards and expectations. For me, it highlighted the importance of working with clients who understand the value of a thoughtful, respectful interview process. Just as candidates are being evaluated, companies, too, are being judged by every interaction they initiate.

How Startups Can Avoid Similar Pitfalls

Here are some best practices for startups considering shadowing or other immersive interview methods:

1. Choose the Right Representative: The person candidates shadow should embody the best qualities your company values. If you want to show how engaging your sales team is, ensure the person chosen is enthusiastic, skilled, and able to connect with prospects.
2. Prepare Your Team: Brief your team members on their role in the interview process. In this case, a simple reminder that their interactions are part of the candidate’s decision-making process could have made a world of difference.
3. Match Expectations to Experience Levels: Shadowing can be valuable for junior candidates but may feel redundant for seasoned professionals. Consider tailoring your approach to the experience level of the candidate.
4. Gather and Act on Feedback: Always seek feedback from candidates about each interview stage. This startup could have learned valuable insights if they’d been open to hearing why candidates declined offers after the shadowing session.
5. Recognise the Importance of Impression Management: Candidates are often assessing your company just as much as you’re assessing them. Every interaction is an opportunity to reinforce the positive aspects of your company culture, values, and work environment.

Final Thoughts

In the end, this experience reinforced the importance of partnership values in recruitment. At Hired By Startups, we look for clients who value their reputation as much as we value ours, understanding that a thoughtful interview process is crucial in securing top talent. Shadowing can be a great tool if executed with care and respect for the candidate’s time and experience.

So, before you include shadowing in your interview process, ask yourself: what impression will it leave? Remember, candidates are evaluating your team as rigorously as you’re evaluating them. Make sure every stage of your interview process showcases the best your company has to offer.

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