How to improve the candidate experience with technology
MARCH 21, 2019
Over the past year, 83 percent of HR professionals say they’ve had difficulty recruiting suitable job candidates.
The shortage of skilled candidates is an ongoing problem that in turn makes it difficult to find, attract and retain qualified talent. And as a result, HR leaders have dramatically shifted the way they approach talent recruitment.
One of the most important new trends falls at the intersection of humanity and technology: experience. Today’s workers expect a good experience in all facets of their lives. If they don’t get one, they move on—onto a new store with better customer service, onto a new technology with more innovative features, and onto the next job opportunity that promises a better candidate experience.
For HR teams, that means it’s time to take a closer look at your process, from approaching applicants to the final offer letter, and consider how emerging technologies can help in delivering a memorable candidate experience throughout.
1. Technology eases frustrations
Long, unclear applications and lack of communication are points of frustration for candidates. In fact, more than half of applicants will give up if they haven’t heard from an employer within two weeks of applying for a position and 82 percent expect a clear timeline for the hiring process. Luckily, technology like mobile recruiting and video can largely help alleviate these issues.
One way to keep in touch with candidates is to go where they are: their mobile devices. Candidates are increasingly looking for and applying to jobs from their phones, yet only 13 percent of employers say they have adequately invested in mobile recruitment capabilities. By making it easy for candidates to access career pages and apply to jobs via mobile, HR teams can simplify the application process and incorporate real-time responses into the app to keep candidates engaged.
Video also improves the candidate experience by giving candidates visual insight into the company and its processes—day-in-the-life-of employee videos or videos that clearly lay out how hiring works at the company—and enhance communication by allowing them to speak with a recruiter face-to-face through video chat interviews.
2. New technologies engage candidates from the start
Gamification and technology like virtual reality are two technologies today that can help create a unique, interactive candidate experience in recruitment. Gamification, for example, not only creates interest and excitement from candidates, but can also give HR a better understanding of that candidate’s skill set and behavior. Marriott International, for example, created a game where candidates run a virtual hotel as a way to screen new hires.
Virtual reality can give job seekers the opportunity to experience different roles or tour an office remotely. Jet.com, for example, created a VR candidate experience where candidates can sit in on a meeting with the CEO or attend a company happy hour with employees. And General Mills developed a virtual tour of their headquarters using an Oculus Rift headset, which they bring to career fairs.
3. Personalization breeds strong relationships
Building relationships with candidates is key to creating a positive candidate experience. However, only 15 percent of global business leaders believe their companies do an excellent job of cultivating and monitoring long-term relationships with potential talent. Technology like chatbots can be used to humanize recruiting and build trust from the start.
Chatbots are becoming better at natural language processing, providing many useful benefits to HR teams including the ability to sort resumes, ask candidates questions and deliver information to recruiters.
“Of all the potential areas for AI and cognitive technology to add value to HR, [chatbots] may be the biggest,” writes global industry analyst Josh Bersin. “While the technology is still young, success stories are now common, so I think it’s time for every company to make sure they have AI-based assessment on their list of things to do.”
As technology continues to evolve and become more intelligent, recruiters will be able to save time by automating tasks, allowing them to focus on the more strategic aspects of candidate relationships. By incorporating the right technology into the recruiting process, HR professionals can create a better end-to-end candidate experience.
HR professionals today manage an increasing number of applications. Cornerstone’s Recruiting Suite can help ensure a positive experience for each one, with the ability to track and communicate with each applicant seamlessly, and much more.
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