Geoff Smith - Executive Director, Capita Resourcing
Across all areas of HR, employee experience is set to become the major focus for all organisations in an ever-more competitive employment market.
Candidates and employees now expect the same level of experience and service that they would get when dealing with a global, consumer-facing brand outside of work. That means a simple, seamless and personalised user journey, real-time responsiveness, compelling content across channels, and engaging communications at every stage.
This is where technology is so critical. It allows HR professionals to provide candidates with an engaging, multi-touch experience that is personalised to their own specific preferences, circumstances and behaviours – an experience that just isn’t possible without AI and automation.
DELIVERING AN ENHANCED, PERSONALISED EXPERIENCE
Of course, reaching that level of personalisation is an extremely lofty goal and most organisations still have a long way to go, but HR and recruitment professionals should regard the delivery of enhanced, personalised candidate experience as a lens through which all decisions are made, particularly when it comes to technology. When approaching implementing digital across the recruitment process, HR leaders should be asking themselves: "Does this provide a faster, more engaging, more tailored candidate experience?" and: "Does it fit into improving the overall employee experience?" If the answer to these questions is ‘no’, they need to re-think their plans.
HR leaders also need to carefully consider the ethics of using Artificial Intelligence in candidate selection, protecting and promoting diversity and inclusion. They’ll need to ensure that the technology implemented can make decisions against a broad range of criteria, including cultural fit, values and team dynamics, and not just skills and experience.
ANSWERING SOME TOUGH QUESTIONS
As a result, HR professionals face some tough questions over the coming years, such as ‘how can we create a personable, ethical and high-touch experience for candidates if we won’t actually ever meet them?’ and ‘how can we offer candidates the right mix of human and digital engagement based on their own individual preferences?’
Automation is set to play a far greater role in the talent acquisition process over the coming years, so employers need to adopt the right approach and target the right processes, to ensure it creates the optimum experience for candidates, and, as a result, attract and recruit the best talent and skills in the market.
They should also remember, however, that automation is not the answer to all talent acquisition problems and avoid overplaying its role in recruitment, particularly where it could cause disengagement with candidates. The vast majority of HR professionals (88%) who took part in our Human to Hybrid research into the future of work think that people will continue to have a role in identifying and selecting candidates. It’s a delicate balancing act and HR leaders cannot afford to get it wrong.
Download your copy of our white paper on recruitment in the future world of work, The digital opportunity: Delivering better candidate experiences in the shift to a hybrid workforce here.