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1、Driving Digital Recruiting:A Guide to Automation and AISecond EditionIntroductionHistorically,software automation was all about efficiency to lower costs.This singular focus gave rise to the all-encompassing Enterprise Resource Planning(ERP)systems that dominate corporate software budgets.However,to

2、days evolving business climate requires automation that transcends efficiency improvement and supports agility and innovation.The need for agility makes it essential to focus on automation that can optimize new services quickly,change outcomes and help you to outperform competitors as demands change

3、.This is the objective of digital transformation.The main advantages of automating business operations are raising productivity,using resources more effectively and improving customer and employee experiences.However,a recent report from Bain shows that most automation transformations fall short des

4、pite the opportunity to reduce costs by as much as 30%.1While there is no question that automation is a worthwhile investment,it is critical to identify the areas where it could have the most significant impact.Improving automation for payroll will save money but will not put you ahead of your compe

5、titors.Deploying automation together with new technologies,such as machine learning(ML)and artificial intelligence(AI),expands capabilities and may even support the creation of new services on the fly.In this e-book,well highlight the role automation and AI play in the context of HR transformation,b

6、ut specifically recruiting.Beyond that,well analyze these advancements as part of newer technology-enabled business models,such as the platform approach to digital service delivery.Understanding a shift to such models is essential for HR teams serious about driving successful change at their organiz

7、ations.3Table of ContentsShifting Technology Goal Posts:The Case for Automation0409Workflow:The Automation Powerhouse11Crafting Stakeholder Experiences With Portal Apps14Career Sites:An ATS WorkhorseThe Application Process Communication23Elevating the User Experience With AI24Finding the Right Techn

8、ology Partner26Conclusion0304Shifting Technology Goal Posts:The Case for AutomationFrom the invention of the printing press to the online database,recruiting has evolved alongside technology.Modern talent acquisition looks nothing like the archaic practice of hanging a sign and waiting for prospects

9、 to appear.You want your teams to spend their time:Building an employer value proposition and promoting your employer brand.Networking with universities and other sources of talent.Connecting with passive candidates and building talent pipelines.Analyzing data to demonstrate program performance.Deli

10、vering a standout experience at scale.Advertising job opportunities.Helping new hires adapt.5All of these tasks must be done at a scale not possible 25 years ago.But thats not always possible.Recruiting teams are often left dealing with an exorbitant number of resumes to screen,interviews to schedul

11、e and phone calls and emails to manage,preventing them from meeting key talent objectives on time.The technology that got them to that point fails to deliver in this new context.Old-school recruiting is no longer an option,but newer scalable marketing-oriented recruiting that can deliver in the“atte

12、ntion economy”seems beyond your grasp.On top of that,new trends,such as the consumer internet,elevated expectations and gave rise to the demand for enhanced candidate experiences.Not only are teams dealing with volume but also competition as the balance of power has shifted to favor candidates.After

13、 spending too much time fighting off the legacy ERP solutions that did not keep up with the times and then too much time buying systems and cobbling them together,they find that they still cant deliver a good user experience.At this point,many organizations end up realizing that they have exhausted

14、all ROI,automation and efficiency gains from their legacy recruiting systems.As it turns out,legacy automation does not support the modern marketing-based practices of high-powered recruiting.Nor does it support digital service delivery and agility.This aligns with what we have learned from the majo

15、rity of customers who come to Avature.The automation provided by their current technology does not enable them to effectively search,screen and communicate with candidates at scale,let alone create digital experiences that help them outperform their competitors in an increasingly tight market.The sh

16、ortfalls of their existing automated systems become an operating risk that cannot be ignored.The best alternative is to research,learn about and evaluate new technology.05An Iterative ApproachYour view on automation needs to be that it is a continuous process.As soon as it delivers results,its time

17、to identify the next optimization opportunity and your technology must be flexible enough to keep up.This agile mindset must also permeate your workforce if you are to be truly successful.Unsurprisingly,those organizations setting the bar for this approach hold their managers accountable,evaluating

18、their ability to leverage technology and advance their automation capability to keep pace and break away from the pack.75%of employers report difficulty filling roles0102030405060708090100As you focus on that continuous improvement,new technologies can help drive even more efficiency,value and scala

19、bility.That is the case for AI,especially as skills define a new talent framework.With 75%of employers reporting difficulty filling roles,2 the most forward-thinking companies are already transitioning to a skills-based approach that wouldnt be possible at scale without AI-based automation.As we sai

20、d earlier,cobbling different solutions together doesnt solve the critical deficiencies of ERP systems because data ends up scattered across multiple and disconnected places.Instead,adopting a platform approach and finding the right partner can support process evolution and ensure that new technology

21、,such as AI,is incorporated into the platform in an organized way so that it scales and delivers ROI without disrupting operations.In this sense,our customers driving profound digital and HR transformations favor the platform approach Avature enables,as it allows them to deploy a cohesive set of bes

22、t-of-breed solutions that use a single database.7The Ripple EffectBeyond the traditional objectives of cost reduction and time savings,automation and AI in recruiting today should provide your recruiters with customized experiences and tools that allow them to perform better and deliver a higher qua

23、lity service.Empowering HR teams is unlike any other productivity-enhancing effort:it ripples through the entire organization.That is why organizations with strong HR capabilities outperform their peers.In the following chapters,we will highlight the recruiting use cases where AI-based automation de

24、livers the most value for our enterprise customers.You will learn the attributes to look for in a successful platform,best practices for its effective implementation and how to set the right expectations for your technology partner.Lets jump in.078“When we went live with Avature,we had over 60 recru

25、iters and administrative staff.Through attrition and transfers to other teams,our recruiting team sits at 30 while we are hiring virtually the same number of employees each year,and at times more.Through automation in Avature,weve ensured our staff are doing impactful and meaningful work instead of

26、just clicking buttons.”Jeff SonntagRecruiter and Avature Team Lead,EpicMaria SzychlinskiRecruiting and Onboarding Lead,Epic089Workflow:The Automation Powerhouse Legacy system automation focused on forcing customers to fit their recruiting processes into a single workflow.Why?Because its a lot easier

27、 to build a system with one workflow than it is to build a system that allows users to create any number of unique workflows.Twenty years ago,a single online workflow seemed innovative if it worked in a browser.That was in the post-and-pray era,before CRM,before recruiters honed their marketing skil

28、ls and before agility became a corporate mantra.Today,a single workflow is a straitjacket that prevents companies from using a market-by-market approach to recruiting and prevents an application from becoming a platform(i.e.,the system remains a one-trick pony).The legacy view of automation forced a

29、 lot of off-system workarounds,especially for global 9companies,but regulatory changes have since made these workarounds highly risky.A universal workflow for recruiters doesnt exist.Blue-collar and white-collar jobs need different processes,recruiters need to be free to work differently in differen

30、t countries and markets to reach their goals,and so on.Communications,approvals,notifications and data updates all need to be different for many reasons,particularly when we want an expansive process scope to be automated.One size has never fit all and fails to address individual needs.More than eve

31、r,enterprise organizations need technology that adapts to constantly changing business needs,not software that forces them to adapt to its limitations.With flexible data models and fully customizable workflows,recruiters can configure a system that fits their needs and processes to automate any numb

32、er of highly repetitive tasks.0910“Mettler Toledo is a very global organization,so for us,it was extremely important to have a system in place that also supports our data privacy regulations.We have companies and units in Germany,China and the US,so the needs are extremely different.Having a flexibl

33、e data privacy workflow in place,Avature really helped us tackle those challenges.”Hanna KratkaDigital HR Transformation Lead,Mettler Toledo11Crafting Stakeholder Experiences With Portal AppsCHROs of enterprise organizations consistently identify collaboration as a prevalent barrier to efficient rec

34、ruiting.Thus,implementing technology that makes it easier for stakeholders to review candidates,provide feedback and move them to the next step and stakeholder can significantly speed up the overall recruiting process.This is where portal apps come in.Highly intuitive web applications,they provide c

35、ontrolled and branded access to platform processes and data but with functionally limited to the specific use cases they are developed for.When designed with user experience in mind,they significantly reduce the need for training due to their simplicity while ensuring compliance because users can se

36、e what they need to see and do what they need to do within the platform environment.Lets take hiring managers(HM)as an example.Nobody is a full-time HM,and they tend to be juggling recruiting-related tasks on top of an already busy schedule.If you cant give them access to a user-friendly portal app,

37、youre forced to depend on traditional channels,like email,or ask them to log in to your ATS,which is time-consuming,overly complex and potentially results in them postponing talent acquisition-related tasks.Recruiters end up spending valuable time chasing HMs instead of focusing on finding and engag

38、ing talent.Instead,imagine the experience if they can log in to a simplified portal that displays their pending tasks at a glance and where they can complete them in just a few clicks.Enhancing their experience can drive recruiting efficiency by enabling quicker action on their end and reducing the

39、back-and-forth with recruiters.12Along the same line,HR executives are better served with a bespoke portal rich in real-time dashboards showing key metrics about program efficiency.A fully customizable portal simplifies their view of the enterprise application,leading to improved response times and

40、faster optimization.“The Hiring Manager Portal has allowed us to give the managers much more visibility throughout the process.It takes extra work off the recruiters so its definitely helped streamline the process a lot and both parties are really happy.”All in all,the experience enabled by portal a

41、pps can give more time back to recruiters and hiring managers to strengthen their partnership by streamlining:HandoffsThrough automated notifications and step changes that keep every stakeholder in the loop and aware of their pending tasks.SchedulingBy allowing interview participants to provide thei

42、r availability and having the platform find a matching slot.Process optimizationBy displaying relevant metrics about response time,candidate approval rate and conversion rates.Taylor BerryTalent Acquisition,Systems Analyst,NuVasive13“Before Avature,we had 15 different ATS systems.The engagement from

43、 our users was extremely low and we wanted to improve this entire engagement.The hiring manager experience was also incredibly inconsistent across different markets,an issue for us as a global organization.Worst of all,the inefficient processes led to an incredibly high time to hire.”Sameer AsherGlo

44、bal Digital and Technology Director,CBREIndustry Leaders in Action14Career Sites:An ATS WorkhorseYour career site tends to be your candidates first point of contact with your employer brand and the best career sites are those that create the most quality applications.Measuring this is not trivial.Bu

45、t,figuring out what maximizes conversion can be more complicated.If you could get to the bottom of this,you would probably discover that automation plays a big role in visitors behavior.Style and brand are critical on todays web and the more control you have over that,the better,particularly if you

46、are a multi-brand company.You need a certain degree of automation if you plan on maintaining identity over an extended time.The landscape of the internet is constantly evolving.Websites designed five years ago look like sites designed five years ago.Today,shadows are out,big fonts are in and transit

47、ions are different.Content is important for SEO and generating reader interest,especially in the attention economy.Video content has taken over websites as bandwidth and performance have improved.However,content is not easy to put on and off a web page unless you have the tools to do it.In this cont

48、ext,content management automation is essential automation.Robust content management systems(CMS)that facilitate updating content on the fly remove any reliance on your vendor or technical teams to make changes.In turn,this eliminates associated costs and delays in doing so.You may or may not need to

49、 have control over page layout since it will not change that often.However,for HR organizations with big digital support teams,full control of the website design may be useful.Epic,a 12,000+person healthcare software organization,competes for sought-after IT talent with technology giants such as Fac

50、ebook and Google.They partnered with Avature to deliver a personalized career site experience through four differentiated talent pools directed to specific talent segments.Application rates increased by 20%and over 40%of hires in a single year came from the pages within their career site.+20%+40%App

51、licationrateHires from their career siteIndustry Leaders in Action15Regarding access controls and processes,most applications require workflow and user accounts with permissions.This brings us back to portal apps.Career sites are big portal apps where lots of processing needs to be done.Some compani

52、es view them as part of the ATS,while others choose to separate them.If you have a legacy ATS,you probably have no choice but to separate them.In that case,youre going to need a big integration and you will lose agility in a critical stage of recruiting.AI can be used everywhere and we talk about it

53、 below as a stand-alone capability in enterprise applications,but in the context of career sites,what are the most relevant AI features?In the quest to deliver enhanced personalization and candidate experiences,AI can offer visitors:When the career site experience resembles those of consumers,youre

54、more likely to meet candidate expectations.Chatbots are another valuable and frequent application of AI in recruiting,mostly used to answer predefined questions that commonly arise when candidates navigate a career site.Being able to address common questions in real time can encourage application su

55、bmission.Finally,there is the issue of performance,which has an extra dimension when talking about career sites.Demand may be hard to predict,but you will need to know your sites benchmarks and performance curve and make sure that no matter what you do,you stay in market-acceptable response times fo

56、r your expected traffic loads.Intelligent recommendations of jobs based on a candidates skills,location,work experience,career preferences and past behavior on the site.Dynamic content that adapts as the candidate interacts and navigates.Live search providing an intuitive Google-like search experien

57、ce through dropdown options that complete the search string.Germanys national railway company,Deutsche Bahn,implemented Avatures AI-powered career site to provide candidates with job recommendations based on their resumes instead of skimming through all available openings on the career site.After up

58、loading their CV,the system starts providing relevant suggestions.This enhances candidates on-site experience and helps drive conversion by connecting them with relevant opportunities.16The prevailing idea within the Avature community is that the candidate experience starts at the career site and en

59、ds when it transitions into an employee experience.The application process represents an important part of this journey.While drop-off rates will vary across industries and organizations,lengthy and tedious processes that fail to prioritize the applicants experience will consistently work against yo

60、u.Granted,some jobs require a lengthy process,but the question is,does the candidate need to do all of this in one sitting?The correct answer is probably not always.Clearly,PhDs are more likely to expect a more detailed process and retail sales agents are probably more comfortable with a short on-yo

61、ur-feet application process.If your automation is dictating a one-size-fits-all application process,then you are not taking advantage of automation.Hard-coded application processes are difficult to optimize and can only be changed by going through a software development life cycle,whereas applicatio

62、ns configured from building blocks(think workflow engine)are easy to reconfigure.This is why we say your career site applications should be an extension of the workflows used to process candidates:flexible and highly configurable.In our experience,the organizations with the highest conversion rates

63、focus on delivering bespoke application experiences for different audience segments.Additionally,they remove the requirement for manual data entry early on when possible by relying on automation and AI to parse personal details,work history and skills from resumes and social media profiles.Any gaps

64、can be filled later in the hiring process.In fact,the best recruiters see these as opportunities for engagement,a chance for conversation that can clarify doubts while bringing applicants closer to your organization.The Application ProcessIndustry Leaders in Action17Once the COVID pandemic started t

65、o ease,World Duty Free needed to hire over 1,000 people in record time to get back to business.The leading travel retailer teamed up with ResourceBank and leveraged Avatures automation to hit their ambitious target:They focused on re-engaging and hiring past applicants through personalized automated

66、 email and SMS campaigns and workflow reminders.As a result of their efforts,they attracted over 30,000 applications,which they whittled down by around 80%thanks to knock-out questions.They made Avatures automated interview scheduling tool a part of their strategy and reduced process times by 50%.A

67、step beyond recruiting,they activated a paperless onboarding process in Avature that halved offer processing time.Communication50%With 80%of the respondents to an HR Dive study saying they wanted faster response times3 from recruiters and 61%of candidates stating they have experienced recruiters who

68、 vanish,4 even after having had an interview,communication is the primary cause for a negative candidate experience.This is another pain point that can be alleviated with automation.Market leaders tap into configurable workflows to set up pre-defined,tailored communications for candidates moving thr

69、ough different recruiting processes to ensure transparency without burdening recruiters with setting up reminders or sending emails or messages.In addition to efficiency gains and achieving their hiring goal in record time,this automation-enabled approach resulted in a candidate satisfaction score o

70、f 97/100.Automation helped to reduce process times by 50%18“We couldnt have coped internally handling over 30,000 applicants.Also,the fantastic hit rate of two offers for every three World Duty Free interviews and the engagement,satisfaction and feedback was excellent.”Geoff HallHR Director UK,World

71、 Duty Free GroupIndustry Leaders in Action19The candidate experience can be further enhanced by asking candidates about their preferred communication channel and using it to keep them in the loop.For example,SMS open and response rates are as high as 98%and 45%,respectively,compared to 20%and 6%for

72、emails.5This isnt to say that your communication strategy should omit email communication.But it reinforces the importance of choosing a platform that pairs flexible automation capabilities with SMS,WhatsApp and other messaging integrations to leverage the effectiveness of mobile communication as we

73、ll.LOral went from replying to only a fraction of the 1,500,000 candidates that apply annually to being able to reply to 100%of them.20“For the candidates,we wanted to keep them engaged and wanted to be transparent throughout the whole process,so every candidate knows exactly how many candidates are

74、 competing with them and,if they go to the next stage,how many candidates are with them in the next stage,how many will be placed on hold and how many are rejected.”Peter-Alexander WeprichSenior HR Solutions Analyst,European Central Bank21Measuring the Cost of a Bad Candidate ExperienceVirgin Media

75、wanted to assess candidate experience,so it surveyed all applicants who had recently been turned down.The results were illuminating:The impact of candidate experience on the business is rarely accounted for,even though a disappointed candidate can become a dissatisfied customer.Lets see an example:T

76、his shocking revelation sparked action and they implemented Avature to bring an enhanced candidate experience to life based on improved transparency and communication,powered by automation.Their strategy paid off.Leveraging Avatures robust reporting framework,they could keep track of their Candidate

77、 Net Promoter Score(NPS),which improved from-29 to+11.Virgin Media continues to optimize its hiring process so that NPS continues to improve,ultimately impacting its bottom line.Of the rejected applicants were their customersLost revenue18%4,400,0007,500 of these customers-or 6%of total applicants-s

78、witched to a competitor due to their poor recruitment experience.This in turn resulted in:Industry Leaders in Action22With the powerful backing of Avature CRM and ATS,Bankers Life manages a database of over eight million candidates.As expected with such a high volume of applicants,automation is inte

79、gral to the organizations ability to seek,source and hire insurance sales agents across the United States.When it comes to communication,automation enables them to ensure candidates have complete visibility during the recruiting process.When candidates are moved to the interview step in the workflow

80、,they receive an invitation to self-schedule their attendance through an Avature portal.In addition,they are kept in the loop at all times with personalized emails.Whenever a candidate is dispositioned,they remain in the database and are re-engaged via automated email campaigns.100%Bankers Life repl

81、ies to every candidate23Elevating the User Experience With AIThe majority of common HR challenges revolve around time-consuming and routine tasks.Whether complex or not,if you can define the rules to execute an HR task,you can automate it using a configurable workflow engine and scheduled actions.Ho

82、wever,when faced with a more strategic HR challenge for which its hard to define rules,that is when AI can be a game-changer.AI systems are predictors.The real question is:How can you tap into AIs predicting capability to boost automation?AI can be deployed systematically to multiple tasks throughou

83、t your recruiting processes,from increasing engagement to informing users of important data and trends.We recommend you use AI to enhance the user experience(and not filter out candidates)through:Semantic search for candidates to find jobs on your career site more easily and for recruiters to compen

84、sate for a lack of domain expertise when searching for talent within your database.Semantic matching for recruiters to tap into lists of recommended,qualified candidates for a job or for candidates to be presented with personalized recommendations on career sites.Chatbots to enhance the career site

85、experience by providing predefined answers to FAQs in real time or links to matching opportunities upon entering a job title.Generative AI to assist recruiters when writing job descriptions or to serve as an internal knowledge provider.Predictive analytics to give recruiters insights into historical

86、 data and improve their ability to forecast and execute searches for specific job types or hiring managers.24Finding the Right Technology PartnerBeyond the technology,most buyers understand the importance of knowing the vendor.These are some of the aspects our customers have highlighted as important

87、 when deciding which recruiting system to invest in:Analyze the vendors customer baseGive more weight to vendors with customers similar in size and complexity to your organization.View it like youre joining a community.Despite how good the demo looked,you will be alone if you dont share characterist

88、ics and challenges with the rest of the members.Understand their long-term strategyYour vendor should have a one-year and longer-term roadmap.Look beyond the document and review the changes they actually introduced to the system over the past twelve months.This is essential to understanding if they

89、will grow with you and continue to adapt their products and services as the market changes.Study their roadmapKnowing a vendors history is a good predictor of their future,so you should understand how they got to where they are.Find out if theyve changed their strategy in the past few years,if theyv

90、e expanded or pulled out of markets,if they usually sell to small companies and are now targeting bigger ones and if the founders are still in the company.There is no right answer to these questions,but they impact the partnerships longevity and quality.Assess securityHR deals with sensitive informa

91、tion,so its important to understand your vendors approach to security.Check if they are compliant with your security standards by providing them with a security questionnaire and following up with an InfoSec meeting.You might also want to look for Security Operations Center(SOC)audits performed by a

92、ccredited third parties and ISO certifications.Learn about ancillary servicesYoure looking for a partner with a continuous improvement mindset that aligns with yours.So,as you assess your current processes and define new ones,you should be supported by consultants knowledgeable in configuration who

93、help create a solution that underpins your strategic objectives.Beyond that,you should ask about training,since any solution can go to waste without adoption.Lastly,think long-term:what happens if theres an issue after going live?Will the vendor be able to provide assistance around the clock and in

94、multiple languages?25“The Avature team has been so incredibly helpful.From the very start to selling us on the product to the implementation process and now our account manager,theyre always there every step of the way to answer our questions,help us and provide different ideas on how we can utilize

95、 Avature in a way that we originally didnt think of.”Karli AzarNational Campus Recruiter,CBIZ Somerset26ConclusionWhen automation principally sought out efficiency,depending on the state of technology,it often got into a cycle of producing diminishing returns.No more could be eked out of a process.B

96、ut when a focus on continuous improvement is paired with the building blocks of automation configurable workflows,portal apps and semantic engines automation grows into a competitive capability,able to win new employees and new business and to have a long-lasting impact.Beyond technology,we think au

97、tomating is now a key skill for HR,which should entail a deep understanding of the business,a vision of what you want to build and how to get it built and into production without disrupting operations.Furthermore,HR leaders must be thinking about how to have it scale and perform over time,where cons

98、istent optimization will be key.27Sources1 Bain(2023).Most automation transformations fall short,despite opportunity to reduce costs by as much as 30%.2 ManpowerGroup(2022).The 2022 global talent shortage.3 HR Dive(2022).Need for speed:80%of candidates want faster response times from recruiters.4 PwC(2019).The future of recruiting.Gartner(2019).The Future of Sales Follow-Ups:Text Messages.Ready to achieve your recruiting goals?Leverage the latest technology to drive innovation and transform the way the recruiting organization worksRequest a DemoCopyright 2024