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The Growing Impact of Technology on Recruitment

Laurie Zaucha, VP HR & Organizational Development, Paychex

Laurie Zaucha, VP HR & Organizational Development, Paychex

With the advent of the internet, social media, and high-tech applicant tracking systems, a world that was once dominated by a reliance on prospective employees haphazardly finding your company, now requires employers to take a proactive approach to find and source candidates by pushing their brand, casting the net, and funneling down the candidate pool to find the best and right candidates, not just for each individual job posting, but for the company as a whole.

"The application process should be simple and focused, with the ability for candidates to save their information and apply from a variety of devices"


It’s No Longer Wait and See 
As human resource and recruiting professionals, we can no longer just wait for the right candidates to find us. The days of placing an ad in the newspaper or online job board and waiting for the resumes to pour in are long gone. Technology has changed everything. In today’s competitive job market, HR and recruiting professionals have to be marketers, they have to be salesmen. Just as marketing and sales leaders know that a company’s online presence can provide powerful inbound marketing advantages, HR leaders must build a strong employer brand, online and offline, to attract the best and brightest job candidates.

Strong similarities exist between online consumer behavior and that of professionals seeking employment. Realizing this trend, business leaders can’t afford to have marketing and recruiting exist in separate silos, but instead need to promote their company to qualified job seekers as skillfully as they do to customers. The statistics behind this concept are convincing. According to Career Builder, job seekers use 18 different sources when prospecting. Careerrealism.com cites that 98 percent of professionals won’t even consider an employer that lacks a LinkedIn company page. Top talent is drawn to powerful online brand, so keep in mind that the information you share online can enable top candidates to see why your organization is the right fit for them now, as well as why it can offer a better career path in the future.

Your Recruiting Team just got Larger
Now, more than ever, business leaders have the ability to utilize grassroots efforts toinfluence their employer brand, and activate employees across the company. While inclusion on best places to work lists and being honored as a stand-up corporate citizen by a third-party still speaks volumes for an organization’s culture and values, technology has opened the doors for you to enlist and empower employees to help build your employer brand and act as social recruiters.

Companies mustchanneltheir image and culture to prospects in a variety of ways that include everything from social media engagement to good old-fashioned word of mouth. In order for employees to excel as social recruiters, they must feel good about where they work and understand what makes it such a great place to work. The number one thing to remember is that using social media at work, or referencing it online, has to be safe for employees, supervisors, managers and the brand itself. If your workforce doesn’t feel safe, or if employees feel there will be consequences for using it, engagement will be minimal at best.

Social media programs can yield powerful results. By engaging your employees, there’s great potential to generate content in a variety of ways to attract potential new hires. One way to do this is to create a hashtag campaign for employees to share what they love about working at your company. A successful campaign is one in which employees share their stories and moments, without thinking about participating in a marketing or recruiting initiative for the company. Another option is to curate the best content that your employees share and make it available to recruiters and hiring managers through an easy to access social center, eliminating the need for them to search multiple sites to find the information they want.

Well-qualified job seekers are now scrutinizing companies the same way employers have traditionally reviewed applicants. Now, people are researching a company’s website, as well as their social media pages, to determine whether or not a company is a good fit for them, before they apply.

Filling your Candidate Pool 
Using smart technology, employers of all sizes can build a wider network of qualified candidates, build stronger relationships, and see a higher return on their sourcing investment. Recruitment marketing automation software makes formerly time-consuming activities such as posting and marketing jobs, sourcing resumes, and communicating with candidates, a seamlessly streamlined process with the right technology.Today’s high-tech applicant tracking systems are an essential part of the hiring process. These technologies integrate features that allow recruiters to access the information needed to recruit top talent for their company, through a single interface.

Applicant tracking systems integrated with recruitment marketing automation software can also help companies build a great candidate experience. With the right applicant tracking system, your team caneasily create a dedicated career site and promote jobs via job boards, social media, and other channels. The application process should be simple and focused, with the ability for candidates to save their information and apply from a variety of devices. Finally, your team should be equipped with adequate communication tools that enable them to acknowledge applications, respond to applicant questions, and send automated updates to keep everyone informed while minimizing administrative work. A positive candidate experience is important from both a branding and employee relations standpoint.

Just as social media serves as an invaluable tool for building your employer brand, it’s a great resource for sourcing candidates. More and more, applicants are coming to a company’s career site through social media. Employers have the opportunity to tailor their recruiting efforts using key demographics to quickly and easily reach the candidates that meet their requirements. It’s critical to meet candidateswhere they are on social media sites.

Survival of the Fittest 
As recruiters cast their net wider, bringing in more candidates that are also more qualified, the only way they can keep from being swamped is through access to the right technology and tools. Technology is absolutely crucial at every point in the hiring funnel, but when companies are seeing the number of applicants reaching tens of thousands in a single month, it’s impossible to manually review and rank candidates based on their resumes.

It’s imperative for recruiters to rely on their applicant tracking system to help narrow the number of candidates on the front-end by targeting certain demographics, they can also help recruiters move further down the funnel through key word searches, automated assessments and phone interviews, and skill assessments, to name a few.

Technology makes it easier than ever for HR professionals to quickly and cost effectively create a shortlist of the most qualified candidates that can then be passed on to the hiring manager.

Working Together 
Companies use a wide range of partners in the hiring process to handle everything from verifying references to randomized drug testing. It’s important that any system you’re considering has the capabilities to integrate with services that you use today, as well as those you’re likely to add in the future. 
Implementing a single, integrated talent management system across your company can smoothen the flow of information across HR, payroll, and benefits administration. This sharing of data can enable your business to better innovate, and your employees to better perform.

Integrating hiring efforts such as job descriptions, applicant tracking, pre-employment assessments, background checks, and drug testing can help ensure that you’re bringing high-quality talent into your organization. Plus, with an integrated system all the data you take in about a new hire during the recruiting, hiring, and onboarding processes can be imported into their employee profile for use in other areas of talent management, reducing time-consuming data entry and the opportunity for clerical errors.

While technology plays a larger role in recruiting than it has ever before, the human aspect will always remain.