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Author: Madeline Laurano

Madeline Laurano is the founder and chief analyst of Aptitude Research. For over 18 years, Madeline’s primary focus has been on the HCM market, specializing in talent acquisition and employee experience. Her work helps companies both validate and re-evaluate their strategies and understand the role technology can play in driving business outcomes. She has watched HCM transform from a back-office function to a strategic company initiative with a focus on partnerships, experience and efficiency.

Before founding Aptitude Research, Madeline held research roles at Aberdeen, Bersin by Deloitte, ERE Media and Brandon Hall Group. She is the co-author of Best Practices in Leading a Global Workforce and is often quoted in leading business publications including The Wall Street Journal, The Boston Globe, Yahoo News, The New York Times and The Financial Times. She is a frequent presenter at industry conferences including the HR Technology Conference and Exposition, SHRM, IHRIM, HCI’s Strategic Talent Acquisition Conference, Unleash, GDS International’s HCM Summit, and HRO Today.

In her spare time, she is a runner, an avid sports fan and juggles a house full of boys (where a spontaneous indoor hockey game is not unheard of!).

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Blog Uncategorized

How Integration Impacts the Employee Experience

Yello and WayUp Merger: A New Look at Early Talent
Yello and WayUp Merger: A New Look at Early Talent

According to Aptitude Research, 72% of companies are increasing their investment in employee experience technology next year. These solutions include everything from wellbeing to mental health to engagement surveys and career development. But, as companies spend more on technology, the employee experience has not improved much in the past year. We found that 62% of employees do not feel valued, and 64% have not been recognized consistently this year. Technology can play a significant role in improving this experience, but these systems need to be implemented and integrated to make an employee’s life easier, not harder. And, they need to be integrated in a way that connects employees with their managers and leaders.

I am thrilled to be sharing some of our research on how integration can improve the employee experience during a webinar tomorrow with my friend, Greg Belkin, at Jitterbit. Integrating HR systems have significant benefits in providing consistent data, enabling a better experience, and eliminating manual processes. Yet, integration has long been a point of frustration for companies investing in new technology. Many companies lack dedicated resources and underestimate the needs and expectations of IT to build integrations. Providers downplay the challenges of working with partners and the willingness to work with their competitors. And IT and HRIT are typically preoccupied with other priorities. In fact, 1 in 3 talent acquisition and HR professionals surveyed said that IT views talent acquisition integration as a low priority.

Here are a few themes that we will cover during the webinar:

We are Thinking About Integration Too Late: Unfortunately, two-thirds of companies do not consider integration until evaluation and after implementation. Less than half of companies ask these questions in advance of their vendors. The foundation should be part of the essential requirements when evaluating providers, and companies that start this process early can see greater success.

Clear Ownership is Important: Companies with successful technology adoption have clear ownership of integration, data management, and automation, and they also have clearly defined roles. Without a strong foundation, talent acquisition may have an internal conflict with IT or key stakeholders around these critical areas. By establishing a clear vision and outlining responsibilities in advance, companies will have a much smoother process. Thirty-four percent (34%) of companies have a dedicated operations role on the HR team involved in these decisions.

Companies Must Measure Results: Integration is a continuous process. Companies must continually evaluate the quality of the integration, partnership with providers, costs, and security. When asked how satisfied companies are with their integration, respondents were least satisfied with timeframes, communication with providers, and costs and most satisfied with data security and the quality of the integrations. Companies should communicate these concerns with all key stakeholders, including IT. As companies look to different systems, finding a provider that is an active partner in the integration process should be a key consideration.

Companies with successful integrations are more likely to improve the employee experience and optimize their technology investments. I am looking forward to this discussion tomorrow and hope you can join!

Categories
Blog Employee Experience Uncategorized

Gratitude: The Power of Employee Recognition

In research we conducted last year, only 1 in 2 employees had received any recognition from their employer since the pandemic started. Fast forward a year later, and I am not sure much has changed.

Employee recognition is the most basic way that companies can improve the employee experience. It is saying “thank you” in a way that is frequent and meaningful. For any company struggling with retention, engagement, or “The Great Resignation,” recognition is a good place to start.

Companies that invest in strategies and technology to recognize and motivate their employees are more likely to improve the employee experience. Recognition is one of the most powerful tools available to organizations, yet it is often ignored. When employees feel recognized and empowered, they are more likely to contribute or organizational goals, achieve performance objectives and stay with their employer.

So, what is holding most companies back? For starters, recognition is often done only around employee anniversaries. Employees get an email or a certificate, or a company mug. It is not consistent, and it doesn’t provide the motivation when employees need it most.

A few strategies for companies looking to improve recognition:

Invest in Social Recognition: Companies that invest in social recognition software can create a culture where managers and peers consistently recognize each other in a frequent and meaningful way.

Empower Managers: Managers often lack the tools and resources they need to recognize their employees. Providing solutions that empower managers to recognize employees and hold them accountable will increase recognition efforts and the overall employee experience.

Measure the Results: Recognition will not impact the overall employee experience unless organizations systematically measure recognition efforts and adjust their programs accordingly.

Companies should also consider how technology can improve recognition. With 47% of companies increasing their investment in employee experience technology, employee appreciation should be part of the equation. Achievers, OC Tanner, and Work Human are all providers that focus on employee recognition. But recognition is also starting to emerge in other areas of HR Technology, including employee engagement surveys, project management tools, wellbeing, and mental health solutions. The good news is that today’s companies have options for motivating employees and showing appreciation.

As companies get ready for Thanksgiving and the holiday season, a simple “thank you” to employees can go a long way.

Categories
Blog Talent Analytics

The Future of Talent Analytics: New Research

Talent acquisition and HR leaders are reevaluating processes, technology, and analytics to prepare for the next year. And, companies must build a deeper understanding of what drives success and what candidates want in an employer. But, unfortunately, most companies are looking at analytics through one lens and collecting operational data without driving insights or action. I am excited to present new research on the future of talent analytics next week on a webinar with Jason Moreau, CEO of Survale.

As companies look to the future of talent analytics, they can no longer rely on reactionary decision-making. They need a more robust approach that harnesses the power of both experiential data (subjective) and operational data (objective) data. We need to include the experiences of candidates and employees in decision-making.

A few things we will talk about during this webinar.

  • The Issue with Data. A lack of data is not the problem for most TA functions. Companies have data, but they are not always using data to drive action. And over half of the companies still rely on resume data to make decisions. Companies must think differently about data and include insights from every aspect of talent acquisition, from recruitment marketing to offer and onboarding.
  • A Broader Look at Data. Companies must look at both operational and experiential data to create a better way to recruit candidates and develop employees. They must make use of positive experiences and collect feedback from individuals throughout the process.
  • The Impact of Experiences. Companies that measure experiences and invest in experiences see improvements in brand, NPS scores, and employee retention. We will discuss why experiences need to be a critical component of analytics for the future.
  • A New Framework. We will be sharing a new framework that looks at how companies can set goals, define metrics, gather insights, and take action. We will apply this framework to the candidate experience, employee experience, quality of hire, internal mobility, and candidate apply process.

I hope you can join us next Tuesday, 10/19, at 2 pm EST.

Categories
Blog Talent Acquisition Technology

HR Technology Conference: Key Trends and Providers to Watch

The HR Technology market is not slowing down. Companies are increasing their budgets, providers are launching new products, and investors are looking for their next opportunity. But, the landscape has changed overnight, and keeping up with the latest trends is not easy. Last week’s HR Technology Conference brought this community back together to bring clarity on the key trends, celebrate a year of resilience, and plan for what’s next.

New providers, new categories, and new opportunities were all represented at this year’s event. It was enough to get even the most traditional of HR buyers excited about innovation.

I was fortunate to meet with many providers, and a few themes stood out this year:

AI Matching and Talent Intelligence

It’s hard to find a conversation in TA tech that does not include AI matching. Every TA startup seems to be looking at this space, investors are interested, and companies want a better way to match candidates to jobs and jobs to candidates. Matching is the space to watch right now. ATS providers are enhancing their capabilities, but the two providers to watch are HiredScore and Eightfold. We found that 34% of companies stated that they are using some matching, and they are two times more likely to improve diverse sources and three times more likely to improve quality of hire.

HiredScore: One of the most impressive products and teams in talent acquisition today. HiredScore is committed to using ethical AI standards to help companies find and manage talent. In addition, it provides recruiters with a more efficient way to identify talent (both internal and external) and candidates with a fair and equitable hiring process.

Eightfold: Eightfold is a talent intelligence platform that includes talent acquisition, talent management, and talent flex (contingent workforce) solutions. It has grown significantly over the past year with 400 employees, 3 patents, and FedRAMP ready status.

Jobvite: Jobvite won an HR Top Product of the Year Award for its Zero Click Intelligent Sourcing. It automates sourcing efforts when a job requisition is first opened. The solution saves recruiters time while surfacing and activating qualified candidates from their CRM, Talemetry. Talemetry by Jobvite leverages AI-powered candidate matching to identify a list of top prospects found in a client’s CRM based on the requirements in the job description and reviewing previous hires from similar positions.

Assessments and Talent Intelligence

The assessment market is heating up again, and companies have better options today. Employee and candidate-friendly assessments that are still backed by science are the future of this market. It was exciting to see all of the assessment innovations at this year’s event. One provider that presented with Whirlpool was Plum. Plum empowers people to use their full potential at work. By looking at human potential data, they provide value to both recruitment and retention strategies. Its universal assessment is 25 minutes and supports the full talent lifecycle. As a result, Whirlpool experienced a 78% increase in the hiring of unrepresented minorities.

High-Volume Recruitment

Traditional recruitment technology and applicant tracking systems (ATS) are not designed for high-volume candidates. So, it is no surprise that 65% of high-volume recruitment needs are not satisfied with their current ATS. Most traditional ATS systems are designed for traditional corporate hiring and lack capabilities to support high-volume recruitment such as programmatic advertising, scheduling, or communication. High-volume recruitment technology must be simple, intuitive, and mobile-responsive. The fewer systems that companies need to manage, the better. Eighty-two percent (82%) of companies with high-volume hiring needs are increasing their investment in technology this year. Two providers to check out in high-volume are AMS Hourly and Fountain.

Hiring (Interview to Offer)

Hiring is one of the most critical and most neglected areas of talent acquisition. Companies invest significantly in recruitment marketing, sourcing, and ATS solutions but often ignore the experience and decision-making that begins during the interview and hiring process. Several companies are dedicated to creating a new category of hiring solutions. These providers offer innovative solutions in areas such as interviewing, assessments, measurement, and offer.

Wedge: Wedge provides on-demand video interviewing solutions to organizations in the SMB and mid-market. It offers seamless ATS integration, a simple experience, and a great team. It has invested in the product significantly over the past year with 12 new features.

HireVue: With its roots in digital interviewing, HireVue has evolved into a hiring experience platform with products and capabilities that include interviewing, assessments, conversational AI and communication (throughout the candidate lifecycle), and insights. It launched Builder this year, a product to support structured interviews and allow companies the flexibility to add their interview questions in this model. In addition, its Hiring Assistant (through the acquisition of AllyO) includes a recruiter assistant, scheduling assistant, and job search assistant. HireVue has also launched a text-to-apply feature and text-based assessments.

Compa: Compa was a favorite at this year’s event. A strong contender in the Pitchfest, Compa is transforming offer management by giving candidates more transparency around their offers and pay decisions. For any company struggling to find talent or hire talent because of pay, Compa is worth a look. It empowers HR and talent acquisition teams, to get smarter about the offer management process and connect with candidates in a more authentic way. Recruiters can use Compa at any stage in the talent acquisition process.

Conversational AI

If you follow any of our research, then you know how passionate we are about conversational AI. Conversational AI is not as complex or complicated as organizations may think. It is already an integrated part of the consumer experience and personal lives through assistants like Siri, Alexa, and others. It offers the same value and assistance to talent acquisition, and HR and over 40% of enterprise companies are considering this investment this year. The future of conversational AI is not in a point solution but in a platform that improves the employer and employee/candidate experience. Two providers that are doing this well include Paradox and Socrates.

Paradox: Paradox is a leading conversational AI. It continues to be the favorite in this market with its strong product roadmap, exceptional customer support, and vision for the future of TA. While many of its competitors have been acquired this year, Paradox is expanding its use cases beyond talent acquisition and helping build awareness of this category of technology.

Socrates: Socrates is a provider helping to solve the challenges facing HR, IT, and Employees. I was genuinely impressed with this provider and its innovative approach to employee experience through a conversational methodology. It uses technologies such as text, enterprise chat solutions, intranet portals, and voice. Socrates.ai is not a bot toolkit or another point solution. Instead, it pulls all your HR and benefits information together into one simplified hub. It cleans and rewrites all content to make it more relevant for employees and integrates with every major HR and communication platform.

Employee Experience and Feedback

My friend, Tim Sackett, wrote about the number of coaching providers at this year’s event. I didn’t realize how big of a category this was becoming but considering the events of the past year, it makes sense. Companies need to be able to provide better coaching opportunities to leaders. Sounding Board is one provider I met with that has a growing network of over 200 coaches and AI-powered admin tools and centralized data insights to deliver coaching at scale.

The other big category in employee experience and candidate experience is feedback. We found that only 1 in 2 candidates receive feedback in the hiring process, and most employees only receive feedback once a year during the performance review.

Joyous: Joyous, founded by Michael Cardin (Sonar6), allows employees to own their feedback and experience. Joyous has a straightforward goal…to make life better at work. Through conversations and building a culture of psychological safety where everyone feels comfortable with getting and sharing feedback. The original vision of Joyous was to support Agile organizations, but every company can benefit from this type of collaboration and communication.

Programmatic Job Advertising

Programmatic buying has changed the face of job advertising. It has helped companies save costs, streamline job advertising, target the right candidates and maximize ROI. While traditional job advertising increases spend, programmatic reduces it. Once companies move to a programmatic model, they are unlikely to go back to a manual one. Programmatic was a HUGE topic of conversation last week, and it is exciting to see more awareness for this growing category of HR Tech. Providers like Appcast, Pandologic, and Vonq are leaders in the space and all had a presence at the event.

Internal Mobility

Companies can provide a fairer hiring process and make smarter hiring decisions to enrich upskilling and internal mobility. Companies can also identify skills gaps across the organization to plan and prepare for the future. As companies look closely at their hiring strategies for 2021 and beyond, skills-based hiring and internal mobility is a priority. Unfortunately, many providers offer basic capabilities in this area that include dedicated career sites and personalized communication to internal hires. Few providers go deeper with skills frameworks and career development. This webinar will include new research on skills-based hiring and internal mobility. It will address the challenges that companies face, the strategies they should consider, and the technology that enables success. Worqdrive was another Pitchfest favorite that is tackling internal mobility and retention.

One other provider taking an innovative approach to HR Tech is GraceBlocks. GraceBlocks is designed for talent operations professionals. It makes it easy to build and deploy systems that work for users including simple HRMS extensions and fully designed tracking systems.

It is an exciting time to be in HR Technology and I am looking forward to 2022!

Categories
Blog Recruitment Marketing

New Research: The State of Recruitment Marketing

Global TA Day: A Love Letter to Recruiters
Global TA Day: A Love Letter to Recruiters

I am excited about our latest research report with Human Capital Institute (HCI) on Recruitment Marketing. I will be sharing the key findings of the study on a webinar tomorrow at 1pm EST.

Here are some of the highlights:

In this survey, we asked human resources and talent acquisition practitioners how their approach to talent attraction has changed over the past year. And, while 81% of companies stated that recruitment marketing looks different since COVID-19, only one in three companies are increasing their budgets to better attract talent.

In today’s market, recruitment marketing is a competitive advantage. It improves the candidate experience by providing relevant information, targeted messaging, and more meaningful engagement. It also improves the recruiter experience by providing a more efficient way to communicate with a broader pool of talent via more personalized messaging and communication.

Despite the benefits and increased investment, most companies do not have a clear vision for the future of recruitment marketing. They invest in solutions without a strategy or ability to measure the ROI of their efforts. The result is a recruitment marketing approach that is reactionary and inconsistent. According to this study, 66% of companies are unhappy with their recruitment marketing efforts today.

Companies that want to drive change and build a successful recruitment marketing program will need to closely examine their strategies and technology options. We surveyed over 450 talent acquisition and HR professionals to understand how organizations that boast better human capital and business outcomes approach recruitment marketing differently.

We learned:

  • Recruitment Marketing Is Not an Isolated Activity: High-performing companies are more likely to collaborate with other areas of the business to support recruitment marketing activities, including corporate marketing, Chief Diversity Officers, Employee Resource Groups (ERGs), and CHROs. Yet, only 29% of companies state that Chief Diversity Officers are contributing to recruitment marketing, and only 34% state that ERGs are contributing.
  • Technology [Alone] Will Not Solve the Problem: Companies need a clearly defined strategy before investing in technology. Companies should consider their target audiences, overall goals and objectives, and key performance indicators before investing in technology. Most companies that lack the resources fail in their recruitment marketing efforts. 60% of companies do not have enough resources on their TA team to support recruitment marketing.
  • Data Needs To Drive Decisions: Companies are collecting data on candidate interactions and engagement, but often do not know how to take action on that data. By setting goals, defining metrics, and building insights and action, companies can plan for the future.
  • Career Sites Need To Be Engaging: A dynamic career site that includes information on DEI, corporate social responsibility, and internal mobility can be an effective tool at attracting talent. Only 1 in 2 companies include information on corporate social responsibility.

If you are interested in learning more about this Talent Pulse report, you can download it today and join us on the webinar for a preview of the findings tomorrow.

Categories
Blog Talent Acquisition Strategies

Conversational AI: Transforming Talent Acquisition

Conversational AI: Transforming Talent Acquisition
Conversational AI: Transforming Talent Acquisition

On Global TA Day, we want to highlight one of our favorite areas of TA tech today…conversational AI.

In 2020, Aptitude Research published a comprehensive study on conversational AI to understand key drivers, highlight differentiators, and outline the business impact of these solutions. One year later, the talent acquisition landscape has significantly changed. Companies are feeling intense pressure to improve efficiencies, identify quality hires, reduce bias, and humanize the overall experience for both recruiters and candidates. As companies look closely at talent acquisition technology to help lift the administrative burden of recruiting teams and engage with candidates in a more meaningful way, conversational AI checks every box.

Here are the top findings from our report.

Conversational AI Is Not a Point Solution: Companies are still learning the value that conversational AI brings to talent acquisition. Companies that have leveraged these solutions to improve the application or screening processes are already recognizing the impact it can have on areas such as interviewing, onboarding, and internal mobility. Conversational AI is shifting from a quick-fix, point solution to a critical component in an end-to-end talent acquisition strategy. Conversational AI, unlike chatbots, is not a point solution. The more companies adopt these solutions, the more they recognize the potential throughout talent acquisition, and see advancements in use cases.

Conversational AI Is an Intelligent Assistant: Companies often think that candidates do not want to engage with conversational AI. The reality is that individuals are very familiar with conversational AI in their consumer and personal lives. Siri, Alexa, and other assistants help individuals get answers and guidance, and have become a part of daily life. Similar assistance plays a critical role in talent acquisition, offering candidates a “support team” as they go through various stages of their journey.

The ATS and CRM Markets Can’t Compete: Despite several acquisitions and ongoing discussions about conversational AI in the ATS or CRM solutions, only 30% of companies are looking at their existing providers for conversational AI capabilities. Many ATS and CRM providers partner with conversational AI providers even when they have their own capabilities. Conversational AI      requires deep domain expertise and a commitment to continuing to innovate and enhance the capabilities and intelligence offered.

Conversational AI Is Still More Than a Chatbot: The 2020 Aptitude Research report outlined the differences between conversational AI and chatbots. But, the confusion around the two still persists today. Companies quickly understand the difference when they implement these solutions, but do not always see it during the evaluation phase. According to Aptitude Research, 84% of companies want more than a basic chatbot to support their talent acquisition efforts.  Companies are requiring conversational AI solutions that understand the context around recruiting processes versus basic UI changes from chatbot. They are looking for an intelligent assistant to help both their teams and candidates.

Conversational AI Is Completely Transforming High-Volume Recruiting: Conversational AI is becoming the standard in high-volume recruitment. Currently, 65% of companies have some high-volume recruitment needs that include hourly, gig, volume of hires, and number of applicants. Conversational AI gives these companies a competitive advantage, helping them to compete for talent, fill positions quickly, and improve quality of hire.  Companies are automating 90-95% of process, screening and scheduling in under three minutes, and hiring in two days.

Recruiters in Professional Hiring Also See Massive Benefits: Recruiters are bogged down every day with repetitive tasks that keep them from doing the work they enjoy and the work that impacts the business the most – finding and meeting with more talented people. Companies in centralized, professional recruiting organizations state that 72% of recruiters are more likely to stay at their current job with the use of conversational AI, largely because time spent on administrative tasks is reduced by 50%.

The Audience for Conversational AI Is Expanding to Employees: Most companies are familiar with the use of conversational AI to support sourcing, apply, and interview scheduling. But, the interest in this solution for onboarding and internal mobility has increased this year. Conversational AI is not only candidate-centric, it is people-centric. Nineteen percent (19%) of companies using conversational AI are leveraging these solutions in the new hire process and 12% in internal mobility. Remote recruiting is the primary driver for the increased demand in these areas. Most companies rely on their HRMS or ATS for onboarding capabilities, and while these solutions include workflows and forms compliance, they do little to enhance the new hire experience.

Categories
Blog Talent Acquisition Strategies

Global TA Day: A Love Letter to Recruiters

Global TA Day: A Love Letter to Recruiters
Global TA Day: A Love Letter to Recruiters

It is Global TA Day and we are posting a series of blogs on all things TA. This blog focuses on the recruiter experience.

Talent acquisition is an amazing profession. The fundamental work of a recruiter is personal, meaningful, and purposeful. It enables companies to grow and expand into new markets and gives candidates new opportunities. Yet, companies do not always recognize the role of the recruiter or give TA teams the resources they need. According to Aptitude Research, only one in four companies are prioritizing recruiter turnover this year.

Companies looking to provide an exceptional employer experience to their recruiters should consider the following steps:

  • Recognize Recruiters: Companies must recognize the reality of recruiting today and the challenges recruiters face when identifying and attracting talent. Recruiters must juggle multiple roles today and companies must recognize the work they do and the impact it has on organizational performance.
  • Set Realistic Expectations: Companies must set realistic expectations of recruiting teams that can including hiring goals, diversity initiatives, and cost savings. To improve the recruiter experience, goals and expectations must be achievable.
  • Invest in Technology: Recruiting and hiring teams need the right solutions to be successful. Companies that invest in the right technology will improve efficiencies and create opportunities to engage with candidates in a more meaningful way, and at scale.

Talent acquisition professionals are under pressure to balance a heavy workload without support, and they must remain flexible. Aptitude Research found the following challenges impacting recruiting teams:

Req Workload: Thirty percent (30%) increase in requisition workload since 2020.

Doing More With Less: Limited resources on TA function with layoffs and limited budgets.

Administrative Tasks: Spending 16 hours per week scheduling and 10 hours per week finding candidates in the ATS.

The role of the recruiter has become incredibly complex, and according to Aptitude Research, 30% of recruiters are feeling burned out this year. Over the past few years, talent acquisition has been a priority for business leaders. TA has been given new responsibilities that include areas such as retention initiatives, branding, internal mobility, and contingent workforce. By adding new roles, new strategies, and new technology in a short period of time, talent acquisition at many companies has become unwieldy and difficult to manage. Talent acquisition professionals need more support in balancing multiple priorities. The recruiter experience is the most critical component of the candidate experience and companies need to recognize when recruiters feel overworked and make changes.

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Blog Talent Acquisition Strategies

Marketing Automation and CRM: Understanding the Difference in Talent Acquisition

Marketing Automation and CRM: Understanding the Difference in Talent Acquisition
Marketing Automation and CRM: Understanding the Difference in Talent Acquisition

We are starting to conduct demos and interviews for our Recruitment Marketing Platform/CRM Index report publishing this fall. Last week, someone asked me if the greatest challenge is the lack of adoption from employers or the lack of capabilities from providers.

The answer is both.

Companies that invest in recruitment marketing and CRM do not always have the expertise or change management needed for these systems to be effective. Aptitude Research found that only 2% of companies use all the functionality in the CRM. Not an ideal situation when over 60% of companies spend more on their CRM than on their ATS.

But adoption is not the only frustration in recruitment marketing technology. Most providers offer CRM and career sites but lack marketing automation. CRM and marketing automation serves two distinct purposes in helping companies nurture and engage with talent before applying for a job.  In consumer marketing, companies may commonly invest in both Salesforce and Marketo (now part of Adobe). In addition, they may use Hubspot (which offers both). But, the value and difference between the two are clear. Many companies are not clear about what marketing automation does and what providers to consider in talent acquisition.

What is Marketing Automation?

Marketing automation helps companies better engage and nurture talent by automating marketing tasks and letting companies know which candidates are cold, warm, and “ready-now.” It sits at the top of the funnel and manages all interactions with talent, including when they visit a career site, open an email, open a job advertisement, etc. It solves what the ATS, LinkedIn, and CRM cannot do – informing recruiters when someone is ready to be hired and engaging that individual in a meaningful way. Integrating CRM and marketing automation software can increase a company’s recruitment marketing capabilities and improve the experience.

How Does it Help?

Marketing automation helps companies understand the talent they are attracting, manage talent pipelines more effectively, and provide a better experience to both recruiters and candidates. Some of the use cases include:

  • Lead Nurturing: As today’s companies face challenges attracting talent and managing applicant volume, they need to nurture their candidate relationships over time. Candidates are not always ready to apply for a job with their first engagement. With marketing automation, companies can check in with candidates, create more meaningful relationships, and track engagement levels to know when candidates are “ready now.”
  • Target Audience: With marketing automation, companies can better understand their target talent and track who is interested and engaged. It uses a multi-channel approach to understand what content individuals are interested in, how they want to receive that content and then serves up relevant information. In addition, it provides visibility into the marketing activities to see what activities are working and what needs to change.
  • Analytics: Once a campaign has ended, the system generates analytics showing how successful the campaign was and what may need to change for the future. Analytics provide insights into candidates that are cold, warm, and ready now.

Who are the Providers?

Companies have multiple options for marketing automation in marketing, including providers like MailChimp, Keap, and Constant Contact. And, many providers have been acquired over the past few years, including Pardot by Salesforce, Eloqua by Oracle, and Marketo by Adobe. As a result, marketing automation is a critical area of investment for the modern marketing professional. But, in talent acquisition, this category has not taken off in the same way.

Some sourcing providers like Entelo have tried to transform marketing automation and build a category but faced internal challenges. Some CRM providers have tried to improve talent pipelines and candidate nurturing but still fall short. A few providers are bringing more awareness to marketing automation and gaining traction, including Candidate.ID and Herefish by Bullhorn. Candidate.ID is one provider that stands out for its commitment to marketing automation, ease of use, and ability to help companies attract in-demand talent. Herefish by Bullhorn enables companies to automate workflows, processes, and communication to accelerate staffing firm’s growth. With these providers, recruiters receive notifications when candidates are interested, and their profiles are updated in real-time, reducing time-to-fill, improving candidate engagement, and increasing conversion rates.

As we get closer to publishing our recruitment marketing/CRM index reports, marketing automation will be a theme we cover. It provides companies with a better way to engage and nurture talent where a traditional CRM falls short.

Categories
Blog Talent Acquisition Strategies

SmartRecruiters: The Next TA Tech Unicorn

SmartRecruiters: The Next TA Tech Unicorn
SmartRecruiters: The Next TA Tech Unicorn

In 2008, Jerome Ternynck announced the launch of a new ATS, SmartRecruiters. He shared his vision for the next era of talent acquisition technology and best-of-breed ATS providers. And, people were interested (including me). Jerome’s last company, Mr. Ted, was a leading ATS acquired by Stepstone, and Jerome was a well-loved expert with a strong reputation in TA tech.

Thirteen years later, Jerome has remained committed to this vision. SmartRecruiters pivoted from an SMB provider to a global enterprise provider (no small task- ask any of its competitors) with over 4,000 customers and 33 languages. And, yesterday, SmartRecruiters announced $110M in Series E with a $1.5B valuation.

What a journey.

We profiled SmartRecruiters in our latest Talent Acquisition Index report and included this analysis:

SmartRecruiters is a product company with strong services and deep domain expertise across all areas of talent acquisition. It has remained steadfast in its vision and commitment to improve talent acquisition and define hiring success for companies even during times of uncertainty and change. It has experienced significant growth over the past year with over 200 new customers, 100 new employees, and 150      new product features launched. SmartRecruiters is a provider that competes comfortably in the enterprise and global enterprise markets today. APAC is becoming a growing market for SmartRecruiters.

Several differentiators for SmartRecruiters includes candidate communication, AI matching, and advertising. Its SmartMessage solution includes WhatsApp integration and a unified inbox, while SmartPal (through the Jobpal acquisition) includes conversational AI and integration with WhatsApp and WeChat. SmartRecruiters offers programmatic advertising through SmartJobs to help streamline advertising and reduce costs. It has gone deeper in internal mobility this year to include a better employee experience and redeployment capabilities.

SmartRecruiters is one of the few best-of-breed providers to hire a Chief Diversity Officer this year. It has made diversity a commitment in its leadership team, product capabilities and roadmap, and services. Its Diversity Hiring Toolkit includes a diversity and inclusion maturity model, success pillars, and diversity hiring assessment. SmartRecruiters is focused on customer partnership. It has responded and met 1800 user requests this year. It follows what its customers want and focuses on developing solutions for a more modern talent acquisition function. It is a company that is not afraid to take risks, but it still maintains a strong commitment to customer success and product development.

SmartRecruiters is an impressive company by any measure. Here are a few thoughts on this recent announcement.

  • Product: SmartRecruiters has been expanding its product suite over the past two years, including programmatic capabilities, conversational AI (through Jobpal acquisition), and matching. One area that SmartRecruiters is lacking is onboarding. This recent round will likely focus on filling some gaps that may include onboarding and sourcing. I expect we will see an acquisition or two as well.
  • Internal Mobility: SmartRecruiters has invested in internal mobility through product capabilities, research/content, and industry recognition through its awards. My guess is that SmartRecruiters will continue to strengthen its internal mobility capabilities focusing on employee experience.
  • Partnerships: This announcement presents new opportunities for partnerships and SmartRecruiters’ marketplace. I think we can expect to see more partnerships, integration, and a new approach to its ecosystem of providers.

Congrats to SmartRecruiters and Jerome. More to come as the investment in all things TA tech continues.

Categories
Blog Talent Acquisition Strategies

Yello and WayUp Merger: A New Look at Early Talent

Yello and WayUp Merger: A New Look at Early Talent
Yello and WayUp Merger: A New Look at Early Talent

Yesterday, Yello and WayUp announced a merger to strengthen their early talent and campus recruiting capabilities. Early talent programs have experienced tremendous change and transformation over the past year. Companies have faced new pressures with moving to virtual events, limited student engagement, disparate systems, and a lack of data and insights. Additionally, DEI is a priority for companies and requires a more focused and targeted approach involving the right schools and student communities. Technology plays a critical role in helping companies prepare for the future of their early talent programs.

This merger combines WayUp’s diversity sourcing with Yello’s robust early talent capabilities, including CRM, events, scheduling, and communication. Yello will now be able to integrate its enterprise platform with WayUp’s diverse database of over 6 million candidates.

Chad Sowash and I interviewed Liz Wessel, Founder of WayUp, and Corey Ferengul, CEO of Yello, to discuss:

  • Why this merger and why now? What does this mean for companies?
  • How will these companies go to market?
  • What are some of the challenges in early talent and campus recruiting, and how will they address them?
  • How does Yello now compete with Handshake, if at all?
  • What is the plan for the future?

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