Key takeaways:
- Tech integration is key: Talent marketing leaders are prioritizing the integration of AI, hyper-automation, and mobile-first technologies to streamline processes, maximize efficiency, and elevate candidate engagement.
- Human touch and AI combined efforts: Successful talent marketing strategies will hinge on the combination of AI tools for efficiency gains and personalized human touches for empathy, discretion, and problem-solving.
- Storytelling and candidate experience matter: The future lies in leveraging technology highlighting existing employee stories, emphasizing a return to fundamental practices to support talent pools.
In a recent Talent Marketing Board panel discussion on planning for 2024, senior employer brand and recruitment marketing leaders shared insights on the role of technology in shaping talent marketing strategies going into next year.
Our members explained how companies can utilize technology for recruitment marketing success and provided details on the focus areas to build upon your employer brand.
We’ll look at the key trends in talent marketing technology to prioritize in the next year and how you can leverage AI and emerging tools to advance your strategy.
Key Trend #1: ATS and CRM Tools Will Be Critical in Talent Marketing Efforts
In this year’s Talent Marketing Benchmarking Report, nearly 70 senior leaders shared data on their tech stack and which tools they’re prioritizing going forward.
In the report, members shared that the top three applicant tracking systems (ATS) currently used are Workday, SAP SuccessFactors, and iCIMS.
78% of our members in the report stated that they use a customer relationship management (CRM) tool, and the top three CRM tools in use are Phenom, Beamery, and Avature.
In a confidential leadership discussion on the crucial role of CRMs, Talent Marketing Board members talked about these tools’ pivotal roles, sharing their different use cases and optimal strategies.
One member outlined pre-application CRM utilization for awareness and job alerts, while their ATS handles post-application communications.
Others highlighted that they leverage CRMs for candidate data gathering at events like career fairs and use QR codes for efficient segmentation and follow-up.
Key Trend #2: AI Use Will Increase
Only 21% of our members reported they are currently using generative AI for talent marketing functions. However, there is an overall sentiment that the use of AI will rise next year.
During the panel discussion on planning for 2024, Britt Bloch, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union, discussed why it will be important to utilize AI tools along with a human touch to build connections.
“There are so many uses that we’re excited about; digital talent mapping chatbots that add insights, predictive analytics, bias detection, and personalized recommendations,” Britt said.
She noted that while AI offers efficiency improvements and the use of AI will increase, responsible and ethical practices remain critical for talent marketing success.
There are so many uses that we’re excited about; digital talent mapping chatbots that add insights, predictive analytics, bias detection, and personalized recommendations.
Britt Bloch, Vice President of Talent Acquisition Strategy and Head of Recruiting at Navy Federal Credit Union
Britt shared that it’s critical to use both AI and personalized human touches for successful implementation.
“The human touch is still needed for empathy, discretion, nuance, judgment, problem-solving, and intuition,” she added.
Key Trend #3: Hyper Automation and AI Integration
Britt further discussed Navy Federal Credit Union’s strategic roadmap for 2024, highlighting their focus on hyper-automation and AI integration.
She said their approach involves leveraging AI-powered candidate engagement platforms, mobile-first technology, and efforts to streamline talent acquisition initiatives.
“We have decommissioned manual processes,” Britt said. “And we really need to do that to maximize our resources and gain efficiency.”
She added that this automation helps across various areas, from employee referral platforms to event management and video interviewing.
Key Trend #4: Tools to Highlight Existing Employee Stories
Mollie Bush, Lead Employer Brand Consultant at Target, emphasized a return to the fundamentals when it comes to implementing more technology.
She noted that while technology can aid in streamlining processes, the core focus should be on utilizing the talent and narratives that already exist within your company.
“When I think about new tools and technology, there’s an opportunity to find ways to automate and streamline and make that easier for us to do,” Mollie said. “But a lot of it is based on where we are. We’re in the process of getting those foundational practices, processes, and partnerships aligned to be able to support that.”
When I think about new tools and technology, there’s an opportunity to find ways to automate and streamline and make that easier for us to do.
Mollie Bush, Lead Employer Brand Consultant at Target
Key Trend #5: Enhanced Candidate Experiences
Niki Ferrans, Director of Employer Marketing at Assurant, shared that she expects an increase of technology to help enhance the candidate experience.
She explained that one crucial focus area will be using tools to ensure candidates feel happy, supported, and have the right development tools through their first 30 days in your organization.
“It’s something I keep hearing, not only internally but externally as well,” Niki said. “I think whether it’s cool ‘new hire’ packages, or maybe more technology support for your new hires, there’ll be more investments into that in 2024.”
Niki emphasized the importance of focusing on tools for employee listening to ensure their happiness and support, and how talent leaders need to translate these insights into effective retention strategies for new hires.
I think whether it’s cool ‘new hire’ packages, or maybe more technology support for your new hires, there’ll be more investments into that in 2024.
Niki Ferrans, Director of Employer Marketing at Assurant
Benchmark Your Technology Strategies with Your Peers Leading Talent Marketing at the World’s Largest Companies
While choosing the right technology might be a challenge, getting insights to optimize your tech stack doesn’t need to be.
From leveraging AI to enhance candidate experiences to using tools to highlight employee stories, Talent Marketing Board members meet weekly to benchmark their strategies.
Learn how a membership can provide you with actionable insights on how to choose the best tools to invest into and where you can enhance your talent marketing efforts in 2024.
