The importance of integrating technology into your recruitment strategy
Chris Merrick, business development director at Capita Resourcing
Employer branding has reached a new level of sophistication. Instead of companies talking at people, they are now interacting with them, through tailored content and intelligent conversations.
More than ever before, companies are able to enhance their employer brand and connect with potential employees by using technology.
In the coming years, technology will continue to be a powerful strategic tool to help HR directors and managers become more effective and recruit smarter. Above all, making the best use of this means that HR will need to work closely with technology and marketing experts to choose the right solutions and candidates for their business.
So what are the key ways in which technology can help a recruitment strategy?
Personalise the process
Employers are increasingly using mobile as another platform through which to engage, interview and hire candidates. Candidates are looking for, applying and completing job applications and interviews through their smartphones and tablets. This means that employers will have to offer an easy and accessible platform through mobile devices, as well as the opportunity to complete applications and interviews on the hoof to keep up with the overwhelming trends in recruitment. This isn’t a new phenomenon but still I don’t believe there are many organisations that are optimising their application processes fully for smartphones and tablets.
But it’s the valuable information that mobile and desktop data gives employers which will really help personalise the recruitment process.
From an employer’s perspective, cookies are invaluable and underpin the offering of HR and resourcing professionals. Using the information stored in this little file will help employers to understand candidate behaviour and, in turn, what type of information they are likely to respond to or demand in the future.
In this way, employers can tailor content that meets the interests and needs of each prospective candidate. It’s all about personalising the process and engaging with each candidate in a meaningful, collaborative way. A key part of this is carefully choosing the best channel or platform to communicate them in a mutually beneficial two-way dialogue.
Supposing a candidate accesses a job post and application through Twitter using their mobile. They continue to visit the application site and complete it through their phone. During the process, it makes sense to keep in touch with the candidate and engage with them by sending information that may interest them through the Twitter portal.
Highly targeted, bespoke content is invaluable here. And so you need to think carefully about what your target candidate will be interested in. For instance, for a Generation Z prospect that has just finished University, a ‘day in the life’ case study of a graduate trainee could really help inspire them to make contact or apply for a role. For a senior candidate with hard to acquire skills, it is more likely that they will need to be engaged over a longer period, with the company demonstrating different benefits to joining them compared to graduate hires.
It is highly likely there won’t be a specific role in the early stages however recruitment should not only be about the immediate vacancy. It’s all about using technology and analytics to build and maintain a senior talent pipeline. Utilising technology to host Q&A sessions, push relevant content and information about the company can lead to an open dialogue and help to build the messages you want to deliver to your potential future senior hires. Participants in these discussions can learn more about the inner workings of the company and build up a picture of the working culture and ethos. All of this means that when you have open requisitions a significant amount of work has already been carried out in engaging the candidates, speeding up the process and reducing the risks associated with bringing in new talent.
Analytics is continuing to drive the decisions we make in recruitment, we now have the ability to collect, review and analyse data points all the way through the recruitment process.
Many companies are reaping the benefits of finding out what makes their high-performing employees different, and search for key markers to understand what succeeds in their business.
For example, by careful monitoring and analytics, you can establish which apps are candidates’ preferred method for contact and information. By doing this, you can feed into your employer brand strategy to ensure you are targeting the right candidates through the right channels. Good early impressions can go a long way to securing the interest of quality candidates and may make the difference when it comes to securing top talent in the final stages, make the most of these channels and utilise the analytics to inform all your decisions.
All of the above is already in operation, so what is next and will technology ever run an end to end recruitment process?
The, what is next question is one that we regularly review at Capita Resourcing, we are constantly analysing the market for new technologies that could enhance our service to clients. I think that technology to support end to end process will continue to evolve, however what we are seeing is that the new and exciting technologies coming through are being designed to support either specific areas of the process i.e. video interviewing, candidate assessment etc. or supporting sourcing through social channels.
My strong belief is, that whilst technology will always be an enabler to recruitment teams, it will never replace them fully. Recruitment has to, in some ways, be a subjective process, technology can’t read people’s body language in interviews, measure the intangible feeling you get about a particular candidate or change direction when interviewing to explore certain areas of conversation in the way a human does. Recruitment teams are here to stay but I do think that technology will become more and more important in helping us speed up recruitment processes, and run leaner teams.
Picture courtesy of Pixabay