World Employer Branding Day offers an opportunity to reflect on what’s happening in our industry. We see endless changes impacting the candidate experience and the ways in which brands are built, communicated and shaped.
Right now, the inescapable topic at the forefront of this discussion is, of course, AI.
So, here’s a reflection on six key areas in which AI is shaping employer branding and what we could see more of in the future.
Personalising the Candidate Experiences
AI-driven tools analyse candidate data and have a big impact on delivering a tailored recruitment experience. These systems can personalise job recommendations, communication, and even refine application processes based on a candidate’s skills, preferences, and past interactions with a potential employer. This level of personalisation enhances the candidate’s perception of the company and goes further than meeting the candidate halfway, allowing them to envision themselves in role reducing the barrier to joining.
Chatbots for Real-time Engagement
AI-powered chatbots provide instant responses to candidate inquiries, schedule interviews, and even conduct initial job interviews. This quick and efficient interaction enhances the candidate experience, demonstrating the company’s commitment to providing responsive and convenient engagement. Crucially, it also illustrates a digital first optimisation, essential when engaging in-demand talent types.
Data points are vital for effective decision making, especially at a time of restricted budgets where evidencing ROI is more important than ever. AI analytics tools can help HR professionals better understand the effectiveness of their employer branding strategies by shedding light on data around candidate engagement, conversion rates, and other metrics. This helps organisations to refine their branding efforts and more effectively attract and retain talent.
Whilst there’s much discussion about over reliance on AI being a danger to diversity and inclusion, used appropriately AI can help to reduce bias in the hiring process. By anonymising CVs and interview transcripts, AI helps ensure that candidates are evaluated based on their skills and qualifications.
Improved Talent Sourcing
As we know AI can sift through vast databases of potential candidates to find the most suitable matches for job openings. By streamlining the sourcing process, AI helps recruiters and HR teams to pinpoint their desired talent and diversify the candidate pool. This can positively impact employer branding but also improves quality of hire and elevates the candidate experience.
First impressions count and starting a new role can be daunting and stressful. AI can assist in streamlining onboarding processes, providing new employees with customised training and personalised resources. This has a big impact on improving the overall employee experience and the employer brand.
AI is revolutionising employer branding, as it is all areas where human engagement and technology intersect. While we’re a long way from understanding the full potential of what’s possible, it’s clear from the interest in this area that it’s only going to increase. One thing is for sure, next year’s World Employer Branding Day will undoubtedly feature applications of this technology we’re not yet fully appreciative of – and wherever there’s an opportunity to elevate a brand, that’s where opportunity for innovation lies.