Measuring people’s attitudes throughout the recruitment process is critical if you want to become competitive. As you say, few do it.

Many firms survey those who join to see their opinions. This approach of course misses out those who decided not to join you, of that there wasn’t a fit. Remember, for many firms these people are likely to be customers (I posted on that here: http://resourcingstrategies.com/2004/12/03/linking-the-corporate-and-employment-brand/ ). If you annoy someone in recruitment you probably loose a customer. How many people applied last year? Do you want to lose that many customers?

There are lots of other ways of measuring how people view your site. Looking at the search criteria that they use on your company’s site is a good indicator for what they can’t find, looking where they abandon the site….

You can change your approach as much as you like but without surveying you are really only changing it for your benefit, not the applicants.