Optimizing Frontline Employee Recruitment Strategies in Enterprises Based on Candidates Dissatisfaction Events: A Perspective of CIT and AHP

Recruitment of frontline employees plays a pivotal role in ensuring sustainable business operations and strategic human resource planning. However, many enterprises, driven by the notion of recruitment advantage, have triggered numerous incidents of applicant dissatisfaction, ultimately damaging their corporate image. Recruitment is inherently a two-way selection process, and companies must adopt a more balanced perspective to identify candidates who are truly suited for frontline roles. This study analyzes 80 critical incidents of applicant dissatisfaction using the Critical Incident Technique (CIT) and Analytic Hierarchy Process (AHP). These incidents are categorized into five dimensions: process design, recruitment information, interview environment, interview process, and feedback results. Among them, the interview process accounts for the highest proportion (45.00%), followed by process design (21.25%). Through AHP, the relative weights of each factor are determined, revealing that equitable communication during interviews and transparency in recruitment information are the most influential elements. Based on these findings, the study offers strategic recommendations to optimize frontline employee recruitment practices.