Category: Talent Technology

Texting Talent: Driving Engagement and Candidate Communication

Posted on by edyson

In light of the workforce disruptions caused by the outbreak of the COVID-19 virus, talent leaders are quickly adapting and transforming their organization’s talent function to match our present reality. 

The current crisis gives talent leaders the opportunity to assess and fine-tune recruiting practices in a way that will keep both candidates and recruiters safe while better positioning their organization for the future working conditions.  

Technologies such as text messaging tools built for recruiters offer enormous opportunities to improve recruiter efficiency, time to hire and build stronger relationships with candidates. What’s more, text messaging, when paired with a virtual hiring solution, is a safer alternative to traditional recruiting.   

Before you implement a texting solution, you need a solid understanding of use cases and best practices that can help ensure success and mitigate risk. In this article, we will outline the case for texting and share best practices for leveraging texting in your recruiting program.  

The Case For Text Recruitment

Recruiters and talent leaders understand that good recruiting begins and ends with building strong relationships with candidates. So, why add yet another communications channel to the recruiting mix?  

The answer is simple: Times keep changing, and so do the ways we communicate. As that happens, the effectiveness of tried and true methods also changes as demographics and preferences shift. 

Texting Recruitment is Straightforward: Text messages are typically short and to the point, which makes them easier to read and respond to than email messages. Texting also carries with it an expectation of informality which makes it easier to communicate. For example, saying “yes” instead of “Yes.” is totally acceptable via a text exchange. 

Text Recruitment is Convenient: Candidates can respond to texts whenever and wherever while they are running errands, on break at work or home watching a movie.  

Text Recruitment Has Greater Reach: Many hourly and elderly workers don’t own or have access to a computer and rely on their mobile devices exclusively for job searches. Texting is also more accessible for job seekers who don’t have unlimited data plans or who do not have a smart phone, making your application process more accessible to a broader population.

Text Recruitment Builds Dialogue: The nature of conversation is constantly evolving. That means candidates are becoming increasingly open to beginning conversations via text.   

Use Cases for Text Recruitment  

There are as many ways to integrate texting into your recruiting process as there are topics to communicate about. Below, we cover some of the best use cases for text recruitment. 

Automating Candidate Reengagement 

Many organizations already have a large database of candidates in their ATS. Sending automated text messages is an extremely effective way to reach out to those contacts at scale to rapidly generate interest in new positions. You can also use automation to reach out to previous employees, if they have opted-in for texting. To gain that opt in, you could ask for consent as part of the off-boarding process for departing employees. 

Automated Updates  

Sending automated texts to candidates to confirm that their job application has been received and is under review can be a great way to keep them engaged in the process. What’s more, you can set up automated messages that are triggered at each phase of the hiring process to keep candidates up to date with their status. This makes the recruiting process feel more personal and less like their application was sent down a black hole. 

Automated Scheduling 

Interview coordination is ideally suited to texting. Your organization can send text links for candidate self-scheduling to streamline interviews.  

Enhanced Screening Capabilities 

When handling a high volume of applicants, it can be difficult for recruiters to respond quickly and individually to each candidate. Using texts, you can qualify applicants faster using response templates and automated screening questions. Recruitment texting platforms can be programmed to send back follow up questions, job application links, or other content based on candidate responses. 

This exchange is an example of not just interview scheduling, but also actual interviewing over text. At PeopleScout, we have seen client’s receive an 85% response rate for this type of question and answer exchange, which is higher than other communication channels. 

Better Interview Completion Rate  

Recruiters know that coordinating with the candidate is only half the hiring battle. Recruiting teams can use texts to send automated interview reminders to hiring managers and colleagues, so nothing slips through the cracks. Fewer missed or reschedule interviews means a shorter time to hire. 

Field Recruiting 

Retail, hospitality and other employers with large physical footprints can also utilize text short codes to capitalize on walk-in applicants. Signage placed on doors, at the register, or elsewhere connects job seekers directly to the online job application forms and minimizes distractions for managers in the field.  

SMS short codes are five to six-digit numbers that are often paired with keywords for use in text recruitment (e.g. ‘Text JOBS to 123456’). You can utilize them on signage at job events to maximize ROI.  

Best Practices for Text Recruitment  

While mobile phones and texting have become ubiquitous tools in everyday life, it is important to realize that communication preferences vary from individual to individual. It is also critical to recognize that the attributes that makes texting such a powerful recruiting tool – that’s it is direct, convenient and personal – are the same things that make observing best practices so important. 

Secure Permission from Candidates 

Text messages are governed by different laws and standards than email. Employers in the U.S. will want to consider how the Telephone Consumer Protection Act (TCPA), or similar laws such as the European Union regulations regarding electronic communications, namely the General Data Protection Regulation (GDPR), apply to different types of recruitment texting activity. Talent leaders should consult their legal counsel and get comfortable with the ins and outs of the TCPA when formulating a text recruitment strategy and all related policies.   

Before you text candidates, you must first obtain express consent from the candidate and it must be easy for them to opt-out of communications. As a starting point, review your organization’s website and application process and add simple, clear language stating that phone numbers may be used to message applicants. The notice should be placed near the phone number entry field, rather than buried in lengthy terms of service statement and privacy policy should also be updated.  

Consider Compliance Requirements 

Even if your organization does not have a text recruitment platform, chances are that some recruiters are using personal devices to communicate with candidates via text. This may produce positive results, but places you at greater compliance risk because there is no centralized record of communications. Using personal devices, or even dedicated company devices, also makes it difficult to exercise effective oversight to ensure that organizational guidelines are followed. 

Text messaging activity is increasingly likely to be included in compliance audits, so make sure your bases are covered. Follow all of the same protocols – business and legal – that you would in writing, email or telephone conversations. 

Define Messaging Guidelines for Recruiters 

Texting should be professional and consistent with your employer brand, just like any other type of communication. So, it’s helpful to provide high-level guidelines to your recruiting team to ensure that everyone is on the same page about internal text messaging practices. 

Communicate Clearly with Candidates 

The best text outreach messages get straight to the point. In any initial conversations, the recruiter should answer a few key questions candidates may have to get the best possible response: 

Who are you and why you are reaching out? 
 

Text recruitment

What are the next steps? 
 

Setting context and expectations up front maximizes engagement. What’s more, these questions can be set up as automated responses, so recruiters may only have to step in once the initial screening questions have been asked and answered.  

Timing is Everything  

Text only during the workday, from 8 a.m. at the candidate’s local time to 5 or 6 p.m. Texting a candidate during off-hours, may lead them to do the same and set an expectation of a response from your team. If job seekers do reach out on weekends or evenings and you do not want your recruiters to engage, you can steer their communications back to the normal business hours. For example, if you receive a text on Saturday, you might set up an automated response that you will follow up first thing Monday. 

Texting is Not Always Appropriate  

Some aspects of the recruiting process require a more personal touch than others. While many consider messaging “personal” and “immediate,” you may want to deliver important information (ex. “you didn’t get the job”) or discuss sensitive topics like salary using other means such as a phone call or email depending on the situation. 

Closing Thoughts  

Automation of the recruiting process is where the candidate experience is headed. As a result, it is going to free up time for your recruiters and allow them to seamlessly connect one-on-one with candidates and holding meaningful conversations.  

Texting has become such a big large part of modern life that embracing it can make your organization an employer of choice to top candidates in your industry.   

Cutting Time-to-Fill in Half with a Technology-Driven RPO Solution

Posted on by nfuqua
Cutting Time-to-Fill in Half with a Technology-Driven RPO Solution

Tech-Powered RPO

Cutting Time-to-Fill in Half with a Technology-Driven RPO Solution

A large, multi-brand media company in Australia engaged with PeopleScout to develop a tech-powered recruitment process outsourcing (RPO) solution designed to deliver seamless recruitment experiences and provide them with a competitive advantage.

50 % drop in time-to-fill
4 agency brands
EVP development and implementation
EVP development and implementation

Scope and Scale

For the client, candidate care is key, so the model was designed to ensure engaging communication strategies along with consistent employer value proposition (EVP) messaging. All of this had to be underpinned by technology, allowing the recruiters to access sourcing tools, to easily and efficiently move candidates through the process and to manage multiple requisitions at one time. Ultimately, the goals was to find better quality candidates, faster, across the four agencies that made up the media group.

Situation

By implementing a centralized talent acquisition model, aligned to the different brands in the group, the senior leadership team now has access to reporting that gives them a clear picture of where their requirements are, any bottlenecks or challenges and this, in turn, helps with business planning. Prior to the introduction of an RPO, time-to-fill averaged between 42 and 60 days which placed a significant amount of additional pressure on teams and business units with the potential to generate a domino effect of increased vacancies.

Solution

  • Full, end-to-end talent acquisition services
  • Strategic sourcing across every brand and business unit
  • Executive search for senior roles
  • EVP development and implementation
  • Hiring manager training
  • Third-party supplier management
  • Executive reporting
  • Talent community development
  • Occupational Personality Questionnaire (OPQ) design and implementation
  • Contract generation for graduates and all solution hires

The deployment of PeopleScout’s complete sourcing and talent management solution in conjunction with our RPO team made an immediate impact on the time-to-fill metric. With advanced sourcing capabilities, powerful automation, a streamlined onboarding solution, detailed reporting insights and CRM capabilities, the solution generated productivity gains that allowed for an improved candidate experience, the optimization of marketing strategies and more effective talent pooling.

Results

Time-to-fill dropped from 60 days to an average of 27 days.

Integrating an experienced recruitment team with media and digital marketing expertise allowed for a smooth transition for the RPO team and the client and established a conversion benchmark above 82% of roles briefed versus placements.

PeopleScout is also focused on process improvement and to target goals around improved staff retention and candidate quality through the introduction of cognitive and behavioural testing, video interviews, a reference checking technology platform and a suite of new technology tools, including artificial intelligence.

Client Feedback

“Since partnering with PeopleScout we’ve seen consistent improvement in the marketing of our brand to potential employees, increased productivity through process improvement and the introduction of new tools and technology as well as a reduction in vacant roles. We regularly receive feedback from candidates that their experience of the job interview process is the best they’ve ever experienced period.”

“Media agencies operate in a fast-paced, high-volume environment where resourcing needs constantly fluctuate and reactivity is key. In this context, PeopleScout’s scalable approach is a huge advantage as it allows us to quickly recruit staff when we win new clients and focus on longer-term strategic work when volume is lower. The PeopleScout team has quickly developed an intimate understanding of our industry and business challenges and are seamlessly embedded in each of our agencies, allowing them to sell our EVP to candidates.”

At a Glance

  • COMPANY
    Large Australian multi-brand media company
  • INDUSTRY
    Media Services
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Talent Advisory, Affinix
Let’s Connect

Virtual Volume Hiring for Front-Line Workers

Posted on by nfuqua
Virtual Volume Hiring for Front-Line Workers

Virtual Volume Hiring for Front-Line Workers

PeopleScout delivered high-volume contact center hires in just two months for this telecommunications provider with a virtual candidate experience.

16 different volume vacancy types
60 % managing over 60% of all external hiring
300 offers made in just 4 weeks

PeopleScout has been working with a large telecommunications company for more than seven years. The company supplies telephone, television and internet services to customers throughout the UK.

PeopleScout provides RPO services for volume hiring to the client’s front-line workers. In the highly competitive telecommunications industry, the client needs to ensure the company attracts the very best talent, particularly across their sales and technician functions. PeopleScout manages up to 16 different volume vacancy types or about 60% to 70% of all external hiring. This fast-paced market requires an agile partner who can respond to quickly changing requirements.

Situation

The client had recently decided to reduce the number of sub-contractors and outsourcers for front-line jobs. PeopleScout had been briefed to replace these workers with permanent employees.

As the UK started restrictions for COVID-19, some of the company’s outsourced overseas contact centers were threatened with the risk of closure due to lockdown in those countries. To maintain excellent service, the client created more than 550 new contact center jobs in the UK, to help keep customers connected during this critical time.

The task was to find 550 new starters within two months of the project launch, using a completely redesigned process while taking into account social distancing measures. Candidates would not be able to attend assessment centers and interviews onsite, contact center managers would not have the capacity to interview while maintaining stringent service levels and right to work/onboarding checks could not go ahead using a visual review of original documentation as normal.

Additionally, the client introduced a number of protocols to ensure its people remained as safe as possible while continuing to help answer customer calls and queries. This included providing remote working capabilities where possible and flexible working patterns.

Solution

An agile working group was formed and met twice daily to track project implementation and delivery progress. A new virtual hiring process was designed and implemented in less than two weeks. PeopleScout fast-tracked application and assessment by using video interviews, dramatically reducing processing time and allowing candidates to be selected within days and start within weeks.

To generate candidates, PeopleScout built a new page on the client’s careers site and created an enhanced attraction plan to drive applicants there. This included diverting existing candidates (whose roles had been cancelled) into the new process and creating two microsites to improve quality of applications and speed-up hiring – a hints-and-tips site and a site illustrating the overall application process.

Hiring capacity was ramped up, using PeopleScout’s global delivery centers to score nearly 5,000 video interviews and to support the onboarding of successful candidates without delay.

Results

  • Delivered 5,550 new applications
  • Conducted more than 1,800 online video interviews
  • Completed 400 final stage qualification calls
  • Made nearly 300 offers within four weeks
  • Created a hiring manager audit step with 95% of qualified candidates approved for hire

Process Improvement

Throughout this agile process, PeopleScout continually used data to understand where interventions could be made to improve the recruitment journey. We created two microsites to help prepare candidates for each step of the process.

The sites were created, signed-off and live within the first three weeks of go-live. They enabled candidates to find out more about key steps in the process such as getting access to an onboarding site which outlines what they need to do prior to starting, as well as what happens on day one.

“Due to the COVID-19 situation, we needed a new hiring process in an extremely short period of time. In less than two weeks, PeopleScout had candidates moving swiftly through the process. PeopleScout’s agility ensured candidates could start within one month of applying.

As the situation continued, we found that we needed additional onboarding support. PeopleScout created microsites to educate and move people through the process which, at the same time, reduced email traffic to our teams.

Most importantly, PeopleScout has helped us build a new level of trust with our hiring managers, enabling us to work in a far more efficient and safe way. The success of this project means that we now have a new way of recruiting to build on in the future.”

Head of Resourcing, Telecommunications Company

At a Glance

  • COMPANY
    Large telecommunications company
  • INDUSTRY
    Telecommunications
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing
  • ANNUAL HIRES
    550 virtual call center professionals in two months
Let’s Connect

A Comprehensive Recruiting Solution Saves 35% in Recruitment Costs

Posted on by nfuqua
A Comprehensive Recruiting Solution Saves 35% in Recruitment Costs

A Comprehensive Recruiting Solution Saves 35% in Recruitment Costs

A leading regional food company across the Asia-Pacific region partnered with PeopleScout to implement an RPO solution to reduce agency spend and improve recruitment outcomes.

35 % reduction in agency spend
$ 500,000 saved in recruitment costs
Implemented a new streamlined recruitment process underpinned by analytics
Implemented a new streamlined recruitment process underpinned by analytics

Scope and Scale

The client operates in a highly competitive market where the need for evolving technical specialization can expand quickly as a result of high demands and product innovation. PeopleScout has developed an unrivaled experience and knowledge of the organization and the talent acquisition skills needed within consumer goods and consumer goods manufacturing companies. To meet its workforce demands, the client engaged PeopleScout to implement a full-cycle RPO program for their head office and production sites.

Situation

The client requires a scalable RPO solution to optimize recruitment technology, reduce agency usage, centralize recruitment processes and increase the quality-of-hire by standardizing the recruitment and selection process. The solution combines highly skilled recruiters, innovative technology and sophisticated recruitment processes to source market leading talent across Australia and the wider APAC region.

Solution

EMBEDDED RECRUITMENT SUPPORT

The solution has been constantly evolving over time to become a fit-for-purpose recruitment model that can flex up and down to meet the growth needs of the company across both regions as determined by changes in seasons and mergers and acquisitions.

IMPROVED TECHNOLOGY

The optimization of the recruitment technology ensures all roles are approved through an online form. The end-to-end recruitment process is shifted online allowing for measurable analytics.

TAILORED RECRUITMENT FOR DRIVERS

PeopleScout designed a recruitment and assessment process for drivers with a simple one-click apply and a single onsite interview. Completed pre-employment paperwork meant that drivers only came in once to complete the selection process. Mobile drug and alcohol testing vans were made available at the end of their shifts for a period of three days—reducing administrative costs and time-to-hire. On the day of the interview, candidates also completed medical assessments, further reducing time-to-fill.

SOURCING FOR LEADERSHIP ROLES

PeopleScout was asked to recruit a number of senior leadership roles across the organization. In the past, these roles would have been filled by an executive recruitment agency. PeopleScout was able to reduce time-to-fill and create a significant cost savings.

Results

REDUCTION IN AGENCY SPEND

Since the start of our journey with the client we have reduced agency spend from 40% to less than 5%. This equates to a cost reduction of well in excess of half a million dollars.

INSIGHTS & EXPERTISE

The client values the transparent approach to sharing data and the regular insights underpinning process improvement provided by PeopleScout’s RPO team as well as their ability to quickly source and hire candidates for hard-to-fill positions.

ACQUISITION SUPPORT

The use of structured screening and assessment combined with hiring manager training and uplift in hiring manager capability has led to an increased quality of hire.

IMPROVED PERFORMANCE

PeopleScout has improved the client’s recruitment performance by merging people, process and technology to enhance the experience with the recruitment process for candidates, recruiters and hiring managers.

ALIGNMENT TO PEOPLE CAPABILITIES

The company people capabilities set the behaviors of how the company performs, grows, recruits and recognizes people. The talent acquisition team continues to work closely with key stakeholders to build success profiles and interview guides that embed these capabilities in the recruitment process, and the team coaches hiring managers on best practice interview techniques.

At a Glance

  • COMPANY
    Food manufacturing company
  • INDUSTRY
    Consumer Goods
  • PEOPLESCOUT SOLUTIONS
    Recruitment Process Outsourcing, Affinix
Let’s Connect

COVID-19 Series: Keeping Candidates and Employees Safe with a Virtual Hiring Solution

Posted on by nfuqua

As organizations around the globe confront the challenges presented by the coronavirus (COVID-19) outbreak, even the most seasoned talent leaders find themselves in uncharted territory. We’re creating a miniseries with our experts here at PeopleScout about the issues that are most pressing during this uncertain time.

We are focused on the safety of our employees and clients, friends, families and loved ones. However, it is important for many organizations to keep their talent acquisition functions moving – whether to provide essential services or to serve our communities by providing jobs. Many organizations are also now adapting to a newly virtual workforce.

In that spirit, in this podcast, we share insights from PeopleScout Global Leader of Affinix Client Success and Strategy Allison Brigden on transitioning to a virtual talent acquisition solution.

Allison has been with PeopleScout since 1995 and has served in roles related to implementing and managing complex RPO programs as well as operations and technology. In her current role, Allison focuses on leveraging technology to elevate the talent strategy and client success through Affinix, PeopleScout’s proprietary talent technology platform. Allison leads an Affinix Client Success Team and our strategic technology partnerships. The Affinix Client Success Team is focused on understanding our clients’ objectives with Affinix and creating positive outcomes. She also possesses a deep commitment to corporate social responsibility, with an emphasis on military veteran advocacy. Allison holds a bachelor’s degree from the University of Utah.

At PeopleScout, we’re all dealing with the same changes—working from home and recording these podcasts from a distance, so things may sound a bit different than you’re used to hearing.

2020 TALENT TECH TRENDS

Posted on by suhlarik
Talent Tech

ARTIFICIAL INTELLIGENCE includes machine learning, deep learning and automation. Talent tech platforms integrate AI to streamline time-intensive tasks. Through AI, recruiters can find candidates faster, while candidates can receive consumer-like branded employer experiences.

87% of senior executives believe AI is important to achieving overall business objectives.

Source: Forbes Insights

AUTOMATION continues to grow, replacing low-value, manual tasks with more strategic ones. How can employers achieve the right balance between automation and human interaction?

For more on automation, watch our webinar, “The Dos and Don’ts of Automating Your Candidate Experience” on-demand at peoplescout.com/webinars.

BEHAVIORAL ANALYTICS helps explain why people take certain actions. This form of analytics can target passive candidates, as well as help predict candidates’ future success.

Organizations that use behavioral insights outperform peers by 85% in sales growth.

Source: McKinsey sales growth.

The CANDIDATE EXPERIENCE differentiates and bolsters employers’ brands. Organizations that do not improve their candidate experience may negatively affect their ability to hire talent.

27% of candidates who have a bad experience would “actively discourage others to apply.”

Source: LinkedIn

PRIVACY in the digital age and the way organizations handle candidate information is an ongoing concern made more complex across the digital and international world.

GDPR’s Effect Since Implementation: Large UK companies spent $1.1 billion collectively on GDPR prep. Large American companies spent $7.8 billion on GDPR prep.

Source: www.varonis.com/blog/gdpr-effect-review/

IN 2020, THE INFLUENCE OF TECHNOLOGY IN TALENT ACQUISITION WILL CONTINUE TO GROW IN EACH STAGE OF THE RECRUITMENT CYCLE.

Many in the industry expect talent tech to play an increasingly large role in recruiting activities in the next three years.

Source: Deloitte Global Human Capital Trends survey, 2019.

WHILE THE CROWDED TALENT TECH WORLD EXPANDS, A FEW TECHNOLOGIES WILL CONTINUE TO DOMINATE THE RECRUITMENT CYCLE THIS YEAR: ANALYTICS, AI, BLOCKCHAIN AND RPA.

RPO service providers are creating a digital ecosystem using third-party technology providers to provide a seamless experience to hiring managers and candidates.

Source: Recruitment Process Outsourcing (RPO) Annual Report 2019: Steering 3D Growth on the Tides of Talent Shortage, RPO Annual Report, page 50, August 2019, Everest Group.

MAKE SURE TO CHOOSE THE RIGHT TALENT TECH PROVIDER FOR YOUR ORGANIZATION’S NEEDS

Talent tech growth is driven by the competitive job market and new AI-based solutions.

As an industry, talent acquisition is mid-way through a massive replacement of legacy systems and looking at more nimble models.

When choosing a talent tech provider for your project, ask questions, understand the vision of the project, ask for a road map and agree on the support model.

Source: HR Technology Market 2019: Disruption Ahead, Josh Bersin, Page 50

Talking Talent Leadership Profile: Jon Porter

Posted on by nfuqua

Jon Porter doesn’t have a typical recruiting background. He started out as an accountant with KPMG and made his way through the advertising sector before finally landing as the Managing Director of PeopleScout in the UK and Head of EMEA Operational Delivery. Along the way, he was lucky enough to work with many organizations with diverse recruiting challenges – from the British Army and the Metropolitan Police to Diageo. So, when Jon looks at talent challenges, he doesn’t just look at them as a recruiter; he views them through the wide-angle lens of the entire business, and he sees them as a storyteller.

Jon shared his story from PeopleScout’s London offices. He explained how the unique and ever-evolving challenges and opportunities in the UK and Europe will influence talent acquisition leaders around the globe.

What are some of the biggest challenges facing the UK and Europe in talent acquisition right now?

The biggest challenge has been the uncertainty around Brexit since the referendum in 2016. Organizations have not had certainty around the future, and this has influenced decision-making around how to potentially invest and grow a business. The focus of government around the normal investment programs has also been affected, as much of parliamentary time was focused on the many Brexit bills progressing through both Houses. It almost felt that the UK was on pause and we just needed to press the play button. After the election result of December 12, 2019, it now looks like some of that uncertainty has been removed. The newly formed government, now with a working majority, is pushing for a conclusion of the Brexit debate by the end of 2020.

What are the talent acquisition trends you’re seeing in the UK and Europe today?

There are some clear trends in the marketplace. The obvious one is technology. There is a fragmented and hugely diverse technology landscape in the UK and EMEA (Europe, Middle East and Africa), and leaders are looking at how to better navigate that landscape. How do they make the most of it – to drive efficiency, cost savings and better-quality candidates – and optimize the way they do things?

There is also a trend of organizations looking at multi-country programs, with a focus around EMEA. Organizations seem to be looking at talent more globally and around the concept that talent isn’t limited by traditional country boundaries or geography, or even technology. It’s fast-becoming a boundary-less environment.

How is the introduction of Affinix™ to Europe fitting into and changing the conversation about technology in the region?

I think that our timing couldn’t be better. We’ve had loads of great feedback on Affinix since our September launch at our Resourcing 2025 event at the London Science Museum, and I think it’s because it provides a flexible solution at a time when organizations are still a bit cautious about how they’re going to evolve their technology solutions. Because Affinix is a middleware, it affords our clients the opportunity to get the great technology of the now, but also it provides them with security for the future. It’s a manifestation of now to next.

How do you tell a cohesive and relevant story when recruiting across borders?

Finding “space” in a busy talent marketplace is hard; differentiating one company offer from another requires a deep understanding of brand and channel. Developing target personas, and understanding how they live their lives and how to create a one-to-one dialogue is essential. At PeopleScout, this approach and understanding is in our DNA. It’s how we think.    

When looking at cross-border campaigns, we first consider the message – the employer brand promise; the value exchange between the organization and the candidate – the deal. This message needs to be authentic across all borders. It needs to reflect the lived experience of employees within the organization. It can be aspirational; however, it can’t be an exaggeration of the truth. That can only lead to unfulfilled expectations, reduced engagement and increased attrition.

The art of the storyteller is to deliver a consistent, overarching message while accommodating the nuances of the countries in which it needs to be delivered. The language, tone, imagery and cultural touchpoints may change, but the essence of the promise remains consistent. Good recruiters understand how to bring the story to life in conversation with candidates and yet remain true to the organizational narrative.

What are some of the lessons from the UK and Europe that leaders in other regions should be paying attention to?

Many organizations have a structured view around their approach to talent and where they think hires might come from – whether it’s specific geographies, sectors or universities. I think one of the things that we’re doing in Europe – which does seem to be a message that’s landing elsewhere – is that we need to be more open-minded and a bit more conscious around things like social mobility and inclusivity.

Organizations are looking past the barriers of geography, society and technology. They’re seeing that talent is going to be pivotal to the evolution of business. That’s driving a mentality of embracing talent without any boundaries and taking a more progressive and equitable view of talent.

What are you most excited about for the future of talent acquisition?

The speed of change in talent acquisition is going to accelerate. Technology is absolutely going to fuel that acceleration. Clients are going to have greater and greater expectations, requiring more dynamic talent acquisition strategies. That will be driven by the fact that talent will be even more of a differentiator for organizations.

We’re also going to see employer brands and employer value propositions (EVPs) play an even greater role in the hiring process. The EVP is going to become the cornerstone of the people agenda – so, not just recruiting, but also learning and development, organizational design and more. How does the EVP play into the culture and behaviors of the organization?

Additionally, the vast majority of jobs that will be created five to 10 years from now probably don’t even exist today. So, there will be the evolution of new job roles, new technologies, new demands from organizations and new challenges in the world and political landscapes. This makes talent acquisition an exciting place to be.

Talking Talent Leadership Profile: Jennifer Mattocks

Posted on by nfuqua

The roles of talent acquisition and HR are changing. When you talk with Jennifer Mattocks, it’s clear that she’s here to lead that change. PeopleScout’s Executive Leader of the Americas, Jennifer is the daughter of an artist and a mathematician – part creative, part analytical and constantly looking for better ways to work.

Dig Deeper

PeopleScout Webinar: Using Data to Optimize Your Recruiting Process and Employer Brand

register now

Jennifer doesn’t come from a traditional recruitment process outsourcing (RPO) background. With more than 20 years of experience leading enterprise client management and strategic sales teams in HR advisory services and talent assessment, Jennifer has a broad view across the HR function and has seen firsthand the way it’s transforming. She has a deep understanding of not just talent acquisition, but also the full employee lifecycle.

We spoke with Jennifer at our Chicago headquarters about the changes headed for HR, the forces behind that transformation and what organizations should be doing now to be ready for what’s next.

We’re starting a new decade with historically low unemployment and skills shortages, making it more difficult to find and hire the right talent. How should employers approach their workforce planning?

Thinking about the skills shortage, there have been a few statistics that have caught my eye. One is that the World Health Organization predicts that there will be a worldwide shortage of 15 million healthcare workers by 2030. That’s not far away. This is an issue that we need to focus on now. Another is that according to the Department of Labor, 17.4% of workers in the U.S. are now foreign-born, and it’s rising. That means we need to have a global perspective when we’re looking at our workforce.

As it relates to the skills shortage, employers should be thinking about the influence of significant shifts in the talent landscape and how they address them in their workforce planning strategies. Strong talent pipelines will hinge on the idea of the fluid workforce – the idea of non-linear career development – and making sure that we have programs in place to have the right skills at the right time in the right place.

One way to adapt to the challenges that we’re facing in finding the right talent is through a total workforce solution, which allows employers the flexibility to be able to address skills shortages and low unemployment. For some industries, healthcare included, that means we need to look at ways we can find talent with relevant skills through non-traditional channels. Then, by closely tying training and development with talent acquisition, we have the ability to realign talent to roles and responsibilities that fit with their current skills.

How do you see the role of HR transforming to adapt to the changing world of work?

One role of HR is matching people’s skills to work. As HR and talent leaders, we know we cannot assume that when an individual is placed in a role, that is what they will do – or want to do – for the rest of their career. Creating nimble career paths and opportunities for ongoing development will be critical to the success of any HR leader going forward.

An example to illustrate the change we’ll see from HR is through how we approach career pathing. Right now, we have a career ladder that goes from bottom to top. That ladder is going to be flipped on its side – and it already has, to some degree. Individuals are seeking different skillsets or opportunities to develop within the organization, which doesn’t always translate to a linear career progression. Employees also want to have stronger ownership and input into their own career development; we see this characterized by input particularly from the millennial and Gen Z talent, who are just starting to enter the workforce and seek variety in opportunity.

I also anticipate that we’ll see the idea of the external gig economy brought in house. Meaning, HR will serve as a hub that is responsible for moving talent throughout an organization based on individual skillsets, the work that needs to get done and the way talent wants to work. With that, HR as a function will change, and the skills needed to succeed in HR will change, as well.

To this end, I see the need for a much tighter connection, even blending, of talent acquisition and talent development roles. Not only is HR responsible for nimbly fulfilling the talent needs of the business to deliver on the work that needs to get done today, but HR is also responsible for providing structure, resources and tools for the development of talent pools for the future. So, we will see HR marrying those two roles to a degree we haven’t yet seen.

What is the role of technology in the changing world of HR?

HR leaders first need to have a thoughtful strategy, then make sure the technology supports and enables the strategy. With a strategic foundation in place, technology will facilitate the ability of organizations to do three things.

First is to have visibility into and a more comprehensive understanding of the talent that they have in place today, as well as the talent pools that exist both internally and externally. Second, HR leaders can leverage learning and collaboration technology to build up the skillsets that perhaps are missing or need development within the organization. I think we’ll see a lot more innovation to come related to this. And third, HR can utilize technology, AI and analytics to better match individuals at the right time to the work that needs to be done.

Technology will also change the HR roles we see today in a fundamental way. There’s a lot of talk about certain roles being replaced by technology and tasks replaced by automation, but we still need human thought, perspective and ethical input to drive technology to make the right decisions. The human touch will never go away and will increase in importance for organizations to be competitive.

What are you most excited about for the future of talent acquisition?

There are two things. One is that we are at the point in which HR and talent acquisition needs to be prescriptive to drive success. Then, HR needs to deliver on the needs of the business while driving the engagement and productivity of the employees. It’s going to be fun to see that shift start to be more pronounced.

I think the other really exciting shift is one that’s personal to me, given the age of my children, and that’s seeing Gen Z enter the workforce and even start to enter management. This is a generation that more naturally and openly drives inclusivity and values having an ethical decision-making process behind what they do. They really embrace technology in novel ways, and having individuals with those capabilities entering the workforce will be very exciting for talent acquisition. I think it will continue to shape how we hire, promote and develop talent, and I look forward to seeing the positive changes they bring.

Building an Employer Brand From the Ground Up

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How could one of the UK’s best known and most trusted brands have no employer brand presence? It might seem hard to believe, but that was the situation the AA faced when they approached PeopleScout’s Talent Advisory practice to develop a new employer brand.


In the past, the AA had been affected by inaccurate perceptions of who they’d be as an employer. With 15 million members and more than 7,000 colleagues, they’re the UK’s largest motoring and breakdown cover organization. However, being known for doing one thing very well was proving to be a barrier to candidate attraction. People thought the only jobs they had to offer were their famous roadside roles. That was far from the truth, but the AA was struggling to attract the talent they needed for their wide range of career opportunities.

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The AA needed to challenge misconceptions and engage a much broader audience. And, with a bold new employer brand message at the heart of an ongoing series of innovative attraction campaigns, this is how the AA and PeopleScout did just that – with award-winning, record-breaking results.

Ready for Change

Back in 2016, the AA’s talent acquisition team faced a number of challenges.

Before the arrival of Craig Morgans as their Director of Talent Acquisition, Emerging Talent & Employee Experience, they had no senior talent expert at an influential level. There was no robust workforce planning, a lack of innovation in
candidate generation, and an inconsistent approach to selection.

On top of that they had no discernible employer brand. And, at nearly four years’ old, their careers site suffered from a clunky candidate journey and outdated visuals, compounding their problems with engaging the right talent.

A change in thinking was needed. The AA had to find more imaginative ways to reach and engage with target audiences. At the heart of it all was a plan to develop the employer brand with a strong, authentic central message that would underpin all attraction and engagement activity.


The AA partnered with PeopleScout to develop their dynamic employer brand message. One that would challenge perceptions, do justice to their innovation as a business, and bring the AA culture and diversity of opportunity to life.

Getting The Message Right

We undertook in-depth research to analyze the AA’s culture, offering and opportunities, to articulate the “give” and “get.” Carrying out extensive employee interviews enabled us to understand the key differentiators of all roles in the contact center, road operations and corporate job families. We also looked outside the company, to get a fuller idea of competitors’ market positions and understand what the public thought about the AA.

We developed the emerging themes into pillars that we could validate with real stories from the business, and that could support an engaging creative approach. We refined our thinking to a proposition that really encapsulated the spirit of the
AA. Leading everything was a message that we’d heard over and over.

Working for the AA, people thrived on going the extra mile to help customers with unexpected challenges – and across a surprising variety of opportunities.

This insight became the AA’s employer brand core message, Ready for ANYTHING? It also acted as the perfect counterpoint to their corporate brand message to customers and members, Because anything can happen.

Putting Our New Platform Into Practice

As the gateway for people to understand the opportunities that might be right for them within the AA, the careers site was the obvious starting point for rolling out the new employer brand. And by launching with this digital shop window, not only could we get the brand experience right, we could also give the site a much-needed technical and UX overhaul.

The new site was launched in February 2017. Creating an engaging, interactive and easily navigable user experience, it’s built around rich content, inclusive photography and video interviews – enhanced with numerous responsive, interactive elements.

The site has evolved, with new elements added over time. As well as showcasing the Almost every role you can imagine employer brand video, the site engages and informs visitors with stories of current employees and realistic job profiles. All of which combine to bring the story of being Ready for ANYTHING? and working with the AA to life. Meanwhile the AA social hub also brings the worlds of social media and blogs into the site, providing an at-a-glance, continuously updated feed of all things AA.

More recently, we’ve added new features, to give site visitors an even more immersive experience – including an insightful 360° tour and assessment tool, plus some interactive 3D imagery to add depth to the visual impression. theaacareers.co.uk is a site designed to surprise, inspire and educate.

The Chatbot That Shows the Human Side of the AA

The Ready for ANYTHING? tone of voice was woven into the site and became the voice of the first-ever appearance of the innovative AAbot – a cheeky, wisecracking chatbot that guides users on life at the AA. Demonstrating technological innovation as one of the first of its kind, AAbot was an efficient way to serve visitors the content they were after – and equally importantly, he represented the playful side of the business, showcasing the fun culture that people hadn’t associated with the AA before.

For visitors to the site, this was an unexpected and charming way of bringing the employer brand to life, and together with the improved candidate journey and overall experience, was a rousing success. Site traffic increased 320% and applications increased 266% over an 18-month period. Visitors are engaging with the site for longer too, with page views up 12%, bounce rates dropping 8% and a 10% increase in pages viewed per session.

Tapping the Energy of the Internal Audience

As important as it is to engage an external audience, an employer brand has to reconnect and be embraced internally to mobilize the existing employees as active advocates. AAbot’s charm was used internally, featured on the walls and windows of AA offices and reinforcing the expect the unexpected messaging of the EVP. ReadyforANYTHING? also became increasingly popular with employees who were supported to play an active role in bringing in great new colleagues.

Did You Say Canine Consultants

This new sense of playfulness and surprise would then underpin our next step towards changing perceptions. Having effectively used honest video of employees to convey job opportunities, we wanted to now use video to grab attention of passive audiences, entertain and educate them.

We developed a script that highlighted the diversity of roles the AA offers, creating pretend roles such as Canine Consultants, Rapid Response Pizza Officers and Outer Ozone Patrollers to interrupt the long list of real AA roles. We shot the entire video in a single, continuous take within an AA office, and made sure to feature real employees. AA colleagues were enthusiastic advocates of the content, with more than half of the entire AA workforce watching the video and sharing it widely. The result? The video increased careers site visits by 16%

Getting Out Into the Community

With the success of the video, we became bolder. We’d learned that pushing boundaries helped us succeed in changing the perceptions of passive audiences. So, we decided to take our message to the streets.

We suggested an experiential event for a number of reasons. We wanted a way of raising general community awareness of the AA easily, effectively and creatively. Using a broad brush public approach, we knew that that anyone we engaged might also know others who’d be suitable and interested. We wanted to create an event to take the AA’s employer brand message and see just who was Ready for ANYTHING?. Whatever we did would have to be a great fit with the AA’s fun and friendly culture.

In September 2018, we ran two live events in Birmingham and Newcastle, UK city centers, areas where the AA has a big presence as an employer and lots of roles to fill. We grabbed attention of passers-by in the proud tradition of game shows, inviting audience volunteers on stage to take on a series of increasingly messy mystery challenges. Wasabi toothpaste, a barefoot Lego walk and gallons of slime came together with a celebrity host
in a pop-up competition to bring the spirit of Ready for ANYTHING? to life.

There were lots of laughs, big prizes – and our strategy paid off. The communities local to our contact centers were made aware of the AA as an employer with a really fun culture, visits to the careers site surged, and month-over-month application numbers increased significantly. After the Newcastle event, applications rose from 576 to 1026, with 12 hires. In Birmingham, applications rose from 898 to 1341, with 13 hires. And this was all starting with completely passive audiences.

The Social Side of Talent Engagement

Before working with PeopleScout, the AA had no employment-specific social channels although research shows that candidates expect to be able to shop prospective employers on social. So, we launched separate social media channels for recruitment, recognizing that both the audiences and messaging would be very different from the AA corporate and customer-oriented channels currently in place.

Based on the channel demographics and content structure, we initially selected Twitter and Instagram, and spent the early part of 2018 scoping out a launch program with content pillars, content calendar, internal sponsors, and training for the PeopleScout social media team to give them full responsibility for managing and curating content.

The key advantage of having a team devoted to the AA careers social channels is being able to capture the immediacy that’s vital with any recruitment content – and with built-in knowledge of the AA’s employer brand and talent agend.

Social media has also played a key role in the promotion and delivery of our most recent projects: the augmented reality app-based #wheresbotbeen campaign and competition, as well as Ant Middleton’s 24-hour, live interactive challenge – our biggest, boldest campaign to date.

24 Hours to Prove You’re Ready for Anything

The Ant Middleton 24-hour, live interactive challenge was easily the most ambitious project of our partnership. Aligning with the AA’s long-lasting connection to the armed services, as well as embodying the Ready for ANYTHING? brand,
this campaign was boosted by a relevant celebrity influencer and engaged the general public through live streaming and social media voting.

Six brave employees were chosen to take part in this 24-hour challenge, living and breathing the Ready for ANYTHING?spirit – following the former Special Boat Service soldier through a series of grueling challenges in the Lake District wilderness.

The final lucky half-dozen were chosen from hundreds who responded to an internal communications campaign and applied to take part, in what was highest engagement level ever for a story on The Hub (the AA’s intranet).

We wanted the public and AA colleagues to really root for our chosen contenders during the event, so to get the interest level rising, we filmed their life stories, ready for sharing on social media. They spoke eloquently and compellingly on camera about their lives. We got first-hand stories of drama, heartbreak, courage and transformation.

These videos were posted across Instagram, Facebook and Twitter, and they clearly made a connection with people. At the start of the event, colleagues and strangers alike were rooting for particular contenders.

The event began at 4 p.m. on July 25, 2019. The next 24 hours were packed with unpredictable drama. Events were live-streamed, the pace was relentless, and the AA people got into it just as much as the watching public – commenting, voting, watching and sharing across social media.

We decided to involve the audience throughout. In an unusual twist, viewers could select tasks for the contestants while watching the live stream on Twitter, Facebook, Instagram or on the dedicated site we built for the campaign, Ant24Live.com. Selections varied by type and toughness of tasks such as rafting versus quad biking, or a swim
at dawn versus a planking marathon – keeping audiences engaged throughout the 24 hours (although we did allow the participants to sleep!).

The whole show was streamed to AA contact centers, garages and the corporate office, and thousands of AA employees tuned in, acting as social media cheerleaders and social media amplifiers.

Venturing Into Another Dimension

Using 3D animation and augmented reality (AR) technology, our next project took Ready for ANYTHING? into new territory, with a fun-packed, bespoke-built AR app launched at experiential events.

Keen to embrace new technology to develop innovative ways of boosting brand engagement, the AA asked us to create a fun, unexpected and interactive experience that would help them reach a new audience.

So, we looked at the increasing use of AR to change the way audiences connect with brands. And, we considered how we could use it to engage a passive audience – mainly families, as flexible working patterns at AA contact centers can work around their lives – and increase the AA’s potential talent pool.

When it came to what we’d build our AR experience around, there was a clear direction to take – the AA chatbot, aka AABot, seemed like the perfect character to take us to the next level. Until now, AABot had existed only as a 2D cartoon head. So, we gave him a 3D animated body and made him the star of his own AR app – AABot Drop – compatible with both iOS and Android devices.

We created a fun, interactive installation featuring the AR trigger images, in the form of postcards from AABot, at the Manchester Trafford Center and Birmingham Bullring shopping centers – close to the AA’s Cheadle and Oldbury contact centers.

Using the AABot Drop app, people could see AABot’s animated postcards come to life – either on their own phones, or the iPads we supplied. AABot lives up to the spirit of the AA’s EVP, Ready for ANYTHING? in six animated AR adventures, from
space and deep-sea exploration to crowd-surfing his own rock gig. Animations end on a careers message, driving to theaacareers.co.uk.

Downloading AABot Drop also gives users interactive, animated images of Bot to play with and position in fun and unexpected places. Sharing their images using #wheresbotbeen, people could enter a competition to win holiday vouchers. Promoting the app and competition across social media got more people involved – and amplified our message. Bot’s postcard trigger images and #wheresbotbeen photo gallery are now housed on the AA careers site –along with app download links – supporting longer term engagement beyond the initial competition.

Both events saw good interaction with both young people and families – two key AA contact center demographics. The Manchester event boosted careers site visits by 869%, with applications up 40% week-over-week. After the Birmingham event, careers site visits increased by 535%, with applications up 820% week-over-week.

With hundreds of app downloads and ready for more, we plan to run further AABot Drop-based campaigns with updated AABot scenarios. So, much more than a one-off AR adventure, this can help promote the AA’s employer brand and opportunities to an even wider audience during a longer period of time.

Taking the EVP 2,620 Miles Further

The AA also sponsored adventurer and influencer Anna McNuff’s Barefoot Britain challenge. As someone who champions the idea of being Ready for ANYTHING?, Anna undertook the mammoth task of running the equivalent of 100 marathons barefoot through all kinds of terrain, weather and unexpected challenges to inspire young women. She wants to encourage them to have the confidence to step out of their comfort zone – to see just how much they can achieve when they reach for what seems impossible.

A series of short videos sharing her adventures, along with Anna’s own social posts and support from PeopleScout, have helped to raise brand awareness and promote AA careers to more female talent.

Groundbreaking Activity Leads to Record-Breaking Results

Since the launch of Ready for ANYTHING?, the AA’s internal employee and social media engagement, site visits and application numbers have soared across all brand-led activity. This strong employer brand, combined with a desire to innovate and brave campaign execution, has enabled the AA to move from 60% agency use to less than 5% in 30 months, saving nearly $9 million per year. Meanwhile, the AA’s Ready for ANYTHING? attitude helped it to win 17 recruitment industry awards in two years, including Best Employer Brand at the Recruitment Marketing Awards 2019. And, of course, the AA is always ready to do more.

“This is transforming how we engage candidates, and it wouldn’t have been possible without a true partnership. PeopleScout has risen to our challenges with some genius, wacky thinking!”

– Craig Morgans, Director of Talent Acquisition, Emerging Talent & Employee Experience

The AA: Bot-Powered, Brand Boosting Innovation

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The AA: Bot-Powered, Brand Boosting Innovation

Chatbot for Talent Acquisition

The AA: Bot-Powered, Brand Boosting Innovation

The AA brought PeopleScout on board for a major redesign and rebuild of their careers site, including developing a cheeky chatbot to increase engagement and improve the candidate experience.

30,000 applications, up from 8,000—a 275% increase
60 % increase in career site traffic year-over-year
17 % reduction in bounce rate

The AA is often referred to as “Britain’s fourth Emergency Service.” But, being known for doing one thing very well is both a blessing and a roadblock when it comes to attracting brilliant candidates. We developed a new employer brand for the AA to help them overcome this challenge. The next step was a major redesign and rebuild of their careers site. With a totally new way to navigate and a recruitment industry first—a website-based chatbot—we helped them boost not only their employer brand, but their number of site visits and applications.

Situation

Say the AA and a lot of people can’t see beyond roadside recovery. Heading to the careers website, visitors are overwhelmed by choice or jump straight to the same old roles. Which means they miss out on the impressive variety of careers they offer (from customer advisers to digital professionals), and the AA loses the opportunity to engage with excellent candidates.

The AA brought PeopleScout on board for a major redesign and rebuild of their careers site. We were set a sizeable task, to attract and engage more visitors and increase applications – all underpinned with innovation.

Solution

Solution Highlights

  • Navigation Innovation
  • Bleeding-Edge Software
  • Booting Site Traffic
  • Huge Increase in applicants

At a Glance

  • COMPANY
    The AA
  • INDUSTRY
    Roadside Recovery Services
  • PEOPLESCOUT SOLUTIONS
    Talent Advisory
  • ABOUT THE AA
    The Automobile Association (The AA) has been supporting motorists in the United Kingdom since 1905. With over 14 million members, breakdown cover is always their number one priority, but The AA has branched out into finance, insurance, leisure and lifestyle services.
Let’s Connect

A RECRUITMENT INDUSTRY FIRST

When is a website not a website? When it’s chatbot-powered. We launched a reimagined careers site that could do justice to the new brand proposition, “Ready for ANYTHING?” At its heart is a totally new way to navigate and a recruitment industry first: a website-based chatbot.

BLEEDING-EDGE SOFTWARE

To achieve it, we sought out bleeding-edge software—Microsoft’s Bot Framework—which was still in beta and constructed new bot pathways even as the core code changed under our feet. The result, AAbot, is your guide to the world of AA.

ENTERTAINING, INFORMING & ENGAGING

By asking questions, candidates can access all website information from within the chatbot—utterly tailored to their interest—and, if desired, full job listings. With expressive animations for (almost) any occasion and banter full of cheek and surprise, AAbot is packed with personality. He takes the employer’s tone of voice in a bold, playful new direction. And he shows that functional UX copy can entertain and build a brand, as well as inform.

Results

BOOSTING SITE TRAFFIC

Site visitors are now engaging with the wider AA story and roles. We’ve successfully boosted candidate interest, as site traffic has risen by 60 percent year-over-year, while the bounce rate has fallen by 17 percent.

HUGE INCREASE IN APPLICATIONS

Applications, meanwhile, have increased from 8,000 to more than 30,000, taking direct hire numbers from 55 percent to 95 percent of all applicants. And it’s just the start.

MULTI-CHANNEL APPEARANCES

AAbot is already a breakout star, appearing in digital ad banners and social media communications. You’ll already find him at the Wycombe Wanderers football stadium, emblazoned all over the AA offices and popping up on LinkedIn. And we have big plans to let AAbot loose across the end-to-end recruitment process.