How to Set Up an Automated Candidate Feedback Loop Using Make.com and Google Forms

In today’s competitive talent landscape, providing timely and constructive feedback to candidates is crucial for building a positive employer brand and fostering strong relationships, regardless of the hiring outcome. Manually managing this process can be time-consuming and prone to inconsistencies. This guide outlines how to leverage the power of Make.com (formerly Integromat) and Google Forms to create a seamless, automated candidate feedback loop, ensuring every applicant receives a professional and personalized response efficiently.

Step 1: Design Your Candidate Feedback Google Form

Begin by crafting a comprehensive Google Form that will serve as your feedback template. Include fields for the candidate’s name, email address, the specific role they applied for, and various sections for evaluators to provide structured feedback (e.g., “Strengths,” “Areas for Development,” “Overall Impression,” and a final “Decision” field like “Proceed,” “Reject,” “Hold”). Ensure the form is designed for clarity and ease of use, prompting specific and actionable insights from your hiring team. The responses from this form will be the data source that triggers your automation, so it’s vital to capture all necessary information for a personalized feedback email.

Step 2: Create a Make.com Scenario Triggered by New Form Submissions

Navigate to Make.com and create a new scenario. The initial module will be “Google Forms” and the trigger will be “Watch Responses.” Connect this module to the Google Form you just created, ensuring Make.com has the necessary permissions to access your form responses. This setup means that every time a member of your hiring team submits a completed feedback form, Make.com will automatically detect it and initiate the workflow. This real-time detection is the cornerstone of an agile feedback system, eliminating delays inherent in manual processes and ensuring feedback is delivered promptly after a decision is made.

Step 3: Add a Google Sheets Module for Data Management

While not strictly necessary for the feedback email itself, incorporating a “Google Sheets” module to “Add a Row” is highly recommended. Connect this module to a new Google Sheet where all form responses will be logged. Map the relevant fields from your Google Form (candidate name, email, role, feedback sections, decision) to corresponding columns in your spreadsheet. This centralized repository serves as an invaluable audit trail, allows for easy data analysis, and provides a comprehensive overview of all feedback provided. It’s excellent for tracking feedback trends, identifying common strengths or weaknesses, and refining your hiring process over time.

Step 4: Implement a Router for Conditional Feedback Paths

Introduce a “Router” module into your Make.com scenario immediately after the Google Forms module (or Google Sheets module, if you included it). A router allows you to create multiple paths based on specific conditions from your form responses. For instance, you might have one path for “Rejected” candidates and another for those who are “Proceeding” to the next stage or are “On Hold.” This ensures that different types of feedback can be delivered with tailored messaging, preventing generic responses and making the experience more relevant for each candidate based on their application status.

Step 5: Configure Email Sending with Gmail (or other Email Service)

For each path coming out of the router, add an “Email” module (e.g., “Gmail” or “Send an email”). In the “Rejected” path, configure the email to be sent to the candidate’s email address (pulled dynamically from the Google Form response). Craft a professional and empathetic subject line and body. Crucially, use the data from the Google Form (candidate name, specific feedback, decision) to personalize the email. For instance, include a merge field for the “Areas for Development” section of the form to provide constructive advice. For the “Proceeding” path, a different email template would be used, inviting them to the next stage.

Step 6: Refine Messaging and Test Thoroughly

Before fully deploying, refine your email templates for each feedback path. Ensure the tone is consistent with your employer brand – professional, respectful, and constructive. Pay close attention to clarity and conciseness. Once the templates are finalized, conduct rigorous testing of your Make.com scenario. Submit several dummy entries through your Google Form, covering all possible “Decision” outcomes. Verify that the correct emails are sent to the correct recipients, that all dynamic fields are populating correctly, and that the formatting is as intended. This testing phase is critical to prevent errors and ensure a smooth, professional candidate experience.

If you would like to read more, we recommend this article: The Automated Recruiter: 10 Make Campaigns for Strategic Talent Acquisition