I'm the article's author.

I agree with you that demand for talent far exceeds supply. That's why I think making the process professional and enjoyable is important.

In terms of being completely in "sell mode" once basic filtering has been done, I don't think that's the right approach. In my experience, great developers actually value teams that are selective. They like good dialog. They like debate. If after a basic phone screen, the company goes straight into "sell mode", I think it's a red flag for some people.

And, in terms of the term "Candidate Experience", it was less about inventing a new term, and more about piggy-backing on a concept most people already understand (user experience or customer experience).