The problems with recruitment technology
The first big problem with recruitment technology is that there is just so much – arguably too much - of it out there, and, let’s be honest, it can’t all be as good as its makers claim. Go to any recruitment conference / event and the stands are stuffed with rec-tech.
Go to LinkedIn and you’re almost certain to see men (it does tend to be men), recording themselves on a selfie-video while they walk the walk and talk their talk, trying to convince potential clients and investors that theirs is the new disruptive tech that is going to:
a) make everyone’s life easier and;
b) be phenomenally profitable.
The old adage, “beware of Greeks bearing gifts” is apposite here, perhaps brought up to date as, “beware of techies - trying to sell you something you don’t actually need.”
Herein lies the problem. How much of this stuff do you actually need (or indeed, can afford)? HR and in-house recruiters, in our opinion, need to have their wits about them when they investigate the latest recruitment tech on offer. It’s a bit like being a kid in a candy shop; there is just too much shiny, tempting stuff out there and a host of salespeople keen to tell you just why you need it.
The other big problem is how do we, as recruiters, engage with the up-and-coming generation, the Millennials whose demands are both insistent and expensive to meet? Here, technology needs to be carefully used. Are you using “old fashioned” tech to communicate – email rather than WhatsApp for example? How do your content and images resonate with your potential candidates? Today’s candidates will stop reading if they don’t like what you say, and they’ll also stop if they can’t communicate on their preferred medium or if they have to click too often to get to where they want to go.
AI and its associated algorithms, chatbots and big data (including HR analytics) are now in the driving seat and blockchain is sitting in the passenger seat tooting the horn. An ATS is taken as read: what matters now is how you get candidates to engage, especially, in the current recruitment environment where skill shortages are getting worse by the month. Putting your brand in front of passive candidates has never been more important, which is one of the reasons why at Denholm we have developed our Inside Out and BrandBox platforms.
But the key question for every one is, “How many companies (or recruiters come to that) actually measure their application rates?”
Many, possibly most, companies do not do this, or if they do they play at it rather than focusing ruthlessly on the benefits it can bring. Google Analytics provides virtually everything you need, unless you are a very big company, in which case Adobe – formerly Omniture - may be more up your street, while for smaller companies there is a host of alternatives available.
The reason this is vital is that if you don’t measure your results, then all that money you are spending on that lovely technology is wasted. And when it comes to recruitment technology, then, I’m afraid, wasting money is what too many companies do…
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We are a search, recruitment and employer brand consultancy that specialises in commercial marketing, sales & digital opportunities. If you'd like to find out more, call us on 0131 554 6191 or email firstname.lastname@example.org.