A Year In Review: The Best of HR

How will AI impact recruiting?

Robert Richardson of SAP SuccessFactors acknowledges that AI will likely lead to some job losses in the recruiting field. However, he points out that many organizations have already reduced their staff significantly, stating, "Organizations have already cut their staff to the bone in most cases."

But, he believes that AI will ultimately help, not hurt, recruiting. Here’s why:

• Efficiency improvements: AI can make recruiters 10% more efficient, potentially allowing organizations to do more with fewer staff.

• Focusing on high-value activities: AI can take over mundane, repetitive tasks that recruiters often dislike. Richardson gives the example of writing job requisitions, noting, "Nobody cares if you typed out your 51st job requisition," but they do care about your interaction with potential candidates."You would get time back in your day to do the things that the organization does thank you for,” like talking to candidates directly, educating candidates about the company's value proposition, and engaging in more meaningful interactions.

• Reducing "Repetitive Psychological Injury": Richardson draws a parallel between repetitive stress injuries in physical labor and what he calls "repetitive psychological injury" in office work. AI can alleviate this by handling the most repetitive aspects of recruiting.

In the short term, Richardson believes that AI tools will add value to recruiters' day-to-day lives by easing the burden of repetitious tasks, allowing them to focus on more impactful and fulfilling aspects of their work.

Skills, skills, and more skills

The focus on skills has skyrocketed over the past few years. This shift began around 2017-2019 when labor shortages became apparent, echoing current market conditions.

Demographic changes have impacted this as well, such as retiring Baby Boomers and a projected peak in high school graduates by 2025, which are driving employers to rethink their talent acquisition strategies.

But focusing on skills is not only crucial for recruitment, but for employee growth and retention as well. By investing in skill development, companies can foster a culture of continuous learning, which enhances employee engagement and satisfaction. When organizations prioritize skill-building opportunities, they empower employees to advance their careers internally, reducing turnover and ensuring that talent is nurtured and retained within the company.

Related reading: The Best of Skills Day 2024

How GenAI is changing HR

Generative AI's influence on talent acquisition is significant, particularly in how candidates present themselves. Candidates are increasingly using GenAI to tailor their resumes and narratives to align with specific job requirements. This may challenge traditional methods of assessing candidate fit and prompt the development of new tools to better map candidates' skills and experiences.

On the talent management side, GenAI is transforming how organizations approach employee development, performance evaluation, and career pathing. AI-powered tools can analyze vast amounts of employee data to identify skill gaps, suggest personalized learning opportunities, and even predict future high performers. This technology enables HR professionals to make more data-driven decisions about talent allocation, succession planning, and retention strategies. By providing deeper insights into employee capabilities and potential, generative AI is helping organizations create more dynamic and responsive talent management processes that can adapt to rapidly changing business needs.

The importance of a solid content strategy

Joanna Keel, Product Marketing Manager at Phenom, emphasizes the importance of a well-crafted content strategy in talent acquisition. Effective content can significantly enhance the candidate experience and attract top talent. Keel suggests that companies should focus on creating authentic and engaging content that showcases their company culture, values, and employee stories. This can include blog posts, videos, social media updates, and other forms of digital content that provide insights into what it's like to work at the organization.

A robust content strategy also involves leveraging employee ambassadors to share their experiences and perspectives, which can help build trust and credibility with potential candidates. Additionally, using data analytics to understand what types of content resonate most with candidates can help refine and optimize the content strategy over time. By investing in a thoughtful and data-driven content approach, companies can improve their brand visibility, attract better-fit candidates, and ultimately enhance their overall recruitment outcomes.

For internal talent management, content can be leveraged to engage and develop existing employees. Organizations can create targeted content that supports career development, skill-building, and internal mobility. This might include:

• Personalized learning paths with curated content based on an employee's current role and career aspirations

• Success stories highlighting internal promotions and career transitions

• Regular updates on new opportunities within the company

• Content showcasing the company's investment in employee growth and development

By consistently delivering valuable, relevant content to employees, organizations can foster a culture of continuous learning, improve retention, and build a more agile workforce. This approach not only helps retain top talent but also supports the company's overall talent management strategy by ensuring employees are engaged, informed, and prepared for future roles within the organization.

Related reading: How to Think Like a Marketer and Create Content People Want

The importance of operational support in recruitment

Ed Newman of TalentEXP dove into why operational support for recruitment technology is essential for ensuring user success, starting with the fact that operational support goes hand-in-hand with a well-designed user experience to secure long-term sustainability of ROI. "You can't expect that all of your users are just going to figure stuff out on their own," he argues. Without ongoing assistance, users may struggle to navigate challenges and may resort to working outside of the established systems, which means you’re not establishing the digital footprint and data needed for ongoing success.

Continuous support helps maintain a frictionless experience within recruitment platforms and ensures that valuable data is captured for analysis.

Related reading: Overcoming Implementation Pitfalls with talentEXP

Normalizing salary discussions

JD, VP of Marketing at Phenom, came on TXL to answer the burning question every employee has: When can I discuss my salary?

He believes that salary discussions should be normalized, saying, "An employee and manager should be able to talk about salary anytime." It’s also something that should be revisited multiple times a year — especially if there is a disconnect between employee expectations and managerial perspectives.

While acknowledging that not every conversation will yield a favorable outcome, open communication is crucial: "There's a big difference between having the ability and openness to talk about things salary or not.” This approach fosters a healthier workplace environment where discussions about compensation are not avoided — leaving employees more comfortable and confident in their roles.

Why do candidates ghost?

Ghosting is nothing new in the world of recruitment — both on the candidates’ and recruiters’ sides — and in this episode, the discussion opens with the pressing question of why candidates often disappear during the recruitment process.

Some candidates argue that recruiters can be intimidating due to their impersonal communication styles, while others cite a lack of personalization in outreach as being why they ghost a job. After all, who wants to accept a position when the email invite starts with, "Hey first name"?

This lack of connection can make candidates feel undervalued, leading them to disengage from the hiring process altogether. To combat candidate ghosting, recruiters can implement several strategies to enhance engagement:

• Regular updates: Keep candidates informed about their application status throughout the hiring process. Regular check-ins can help maintain interest and reassure candidates that they are still being considered.

• Engagement through content: Share relevant content or insights about the company culture, team dynamics, or industry trends that might interest candidates. This helps build a connection beyond just the job role.

• Feedback opportunities: Encourage candidates to provide feedback on their experience during the recruitment process. This not only shows that their opinions matter but also helps recruiters improve their approach.

• Utilize technology: Leverage automation tools for follow-ups while ensuring that messages remain personalized. AI can assist in crafting more engaging communications without losing the human touch.

Related reading: 2024 State of Candidate Experience Report

2024 has been a transformative year for talent acquisition and management. These insights highlight the importance of adapting to the evolving landscape, particularly in areas such as candidate engagement, the integration of AI, and the focus on skills for both recruitment and employee development. By embracing these changes and implementing effective strategies, organizations can not only attract top talent but also foster an environment that supports growth and retention.

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