Saturday, 16 June 2018

Digital Transformation in Recruitment

A few years ago, the impact of digitization was only established in top industries like Banking, Insurance, and Retail. Now times have changed – the recruitment industry is also adopting digital transformation.

Everyone is a candidate at some point in their journey. Whether you are an employer or a candidate searching for a job, the digital transformation is helping the recruitment industry to implement smarter hiring strategies.

Recruiters are the brand ambassadors of a company as they are the first people with whom a candidate interacts. But getting the right people with the right skills, at the right price, has been a long-running headache for recruitment teams.

It’s a competitive marketplace for talent, with demand for skilled labor far exceeding the supply of qualified candidates actively looking.  This makes it more important need for recruiters, to master new digital techniques to find, reach and engage right skilled potential candidates.

Candidates seeking jobs in the market are also now tech-savvy and expect fast and easy application processes and communication. Their behaviors and preferences are changing. Power has transferred from recruiter to candidate.

There are multiple ways digital can help:

Assess the digital footprint of the candidate: Recruiters can use this data to get important insights into the skills of potential candidates. Correlations between social media profiles can reveal important aspects such as interests and hobbies, as well as an overview of the candidate’s personality. How suitable is the candidate to an organization’s culture can be assessed based on her/his social media sharing habits on subjects like gender, age, race, and politics.

Online language/skill assessment:  It is one of the easiest ways for companies to filter through the pool of candidates efficiently. Recruiters can ensure the quality of their hires via psychometric and other tests.

Online job portals:  Monster, Glassdoor, Indeed, Naukri and TimesJobs have helped in reaching out to candidates across different geographies and industries. They have also helped in building good candidate pipelines for recruiters. LinkedIn has started this revolution long back and has the credibility of companies as well as candidates equally.

Advantages of Digital Transformation in Recruitment:
·      Your website messaging can be targeted to different candidate personas
·      Candidates can easily engage with your company on social and mobile
·      Helps create the company brand in the digital world
·      Machine learning is helping is processing piles of applicants to find the right candidate
·      The organization can nurture candidates over time by relevant job alerts, talent campaigns
·      Social media presence generate the better response from talents to the brand
·      Digitization helps in ease of entire recruitment process and in turn happy candidates
·      Job seekers get an inside view of a company through a site like Glassdoor, which includes information on compensation, organizational culture, career progression, learning opportunities, etc.
·      Through the use of Big Data, learning companies can find suitable candidates, cut recruitment time and costs
·      Consolidated database of CVs becomes a powerful mining tool and cost saver


Digital is helping to convert the chaos of recruiting into “Smart Recruiting”.

Sunday, 6 May 2018

Brand building with Digital Technologies

Which famous business brands do you use daily & give you happy moments? Top names come to our mind are Apple, Disney, Coca-Cola, McDonald's, Cadburys which are occupying most part of our lives.

Company’s brand is the summation of all the experiences and interactions business has with their customers. In the digital era, there will be even more brands to choose from. Perceptions of the brand are based on the simple user experiences. and to stay relevant, it needs to be managed very effectively.

Today’s digital consumers do not have the brand affinity. They switch from app to app and from brand to brand when it is convenient. They have endless options at the click of a button, which makes it easy to switch when they are unsatisfied with a brand.

Customers want quick, easy access to information across channels without needing to enter conversations with product sellers before they are ready. At the same time, they also expect businesses to personalize their experiences with the first interaction and to be available the moment they are ready to learn more or buy.

As a result, many brands struggle to keep a competitive advantage. They have to re-think their strategies for attracting and retaining customers.  More than ever before, brands are turning to the power of digital technologies like Analytics in an effort to attract, engage and retain customers.

For CMOs it is important to bring the power of human relationships back into the entire brand experience that will create more lasting loyalty. They need to look beyond optimizing lead generation to nurturing relationships throughout the entire customer lifecycle, from creating awareness through acquisition, service, and recommendation

The success of digital transformation depends on the CMO-CIO partnership. Today CMOs need the support of the CIO to connect internal systems that translate into customer experience and brand performance.

It is extremely important to leverage digital technologies and bring your brand to the minds of prospects and deliver seamless and meaningful experiences for current customers is extremely important.

Brands need to embrace mobile-first as a strategy not only for customers but also for staff and partners. Consumers use mobile as a key tool for research, so having relevant and the easy-to-access information is essential. Several brands are using emerging technologies like chatbots, AR/VR to make customer experience a memorable one.

We know the top global brands like Amazon, Apple, Samsung, Coca-Cola, Disney, Nike & BMW for the experience they give when we interact with them.
  • Ikea uses an Augmented Reality app that works like a virtual interior designer and allows customers to visualize 3D versions of its furniture in their homes.
  • Zappos created a brand by focusing on what customer wants and is considered the gold standard for online customer care.
  • Louis Vuitton was one of the first luxury brands to develop an active presence on Snapchat.
  • Gucci & Burberry have exploited digital to reach their customers wherever they are.
  • L’OrĂ©al’s ‘Makeup Genius’ app allows women to virtually try on its cosmetics products using augmented reality technology.
  • Dollar shave club knows how to grab the attention of their target audience with digital technologies.
  • Airbnb created their brand by digital marketing using user-generated photos and videos.
The ultimate aim of any digital transformation initiative should always be the strengthening of your company’s brand identity.

Tuesday, 17 April 2018

How HR Analytics play in Digital Age

Today every company is acting on the digital transformation or at least talking about digital transformation. While it is important to drive it by analyzing customer behavior, it is extremely important to understand who from your organization is acting upon it – your employees.

Hence knowing your employees first and then go to explore the outer world of customers, is best strategy for digital transformation.

HR plays an important role in knowing the employees. As the volume of data available to HR has increased exponentially over the few years. The data on recruitment, onboarding, employee personal data, their training, performance and attrition data can give tremendous insights to organization.

HR analytics is focused on making the most of the vast amounts of HR data, organizations have gathered as mentioned above.

Collecting employee sentiments, while they are in office is good way of improving their life. Happy employees go an extra mile to make your customers happy.

Sentiment analytics can be done for all the touch points:
·      How do employees commute to workplace – office transport or their own
·      How do they find the parking – nearby or hectic to reach to office
·      How are they welcomed in the office – good fresh smell or closed stuffed environment
·      How is hygiene maintained in the office premises
·      How is canteen facility, food options, quality of food
·      How the official communication flows through employees, what transparency is maintained
·      How is performance measured and rewarded
·      What is the feedback on the onboarding process
·      Emotions due to promotions or rewards
·      What are the main reasons of attrition

These data points can help HR a lot in improving the 8-12 hours employees spend in office.

Descriptive analytics help analyze the current scenario for HR:
·      Who is performing well and who may need some additional training or support in order to raise their game
·      Where your best employees come from
·      What recruitment channels are most effective
·      Which projects are delivering on time and what are their project pyramids
·      Which band employees are leaving frequently

Further predictive analytics can be used in several ways:
·      Which candidates are likely to join your organization
·      Which new hires will become your highest performers in two years
·      Which employees are likely to churn and join other organizations
·      Which band or grade employees will leave early
·      Which skills will be in most demand next quarter and later
·      How many billable employees needed to achieve the revenue targets


HR analytics open new ways to recruit, train, and engage employees. Benefits include a streamlined hiring process, better-prepared & unbiased recruitment managers, reduced attrition and higher customer satisfaction.

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