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Geotargeting and Geofencing – the latest in candidate attraction

Today no matter how focused, dedicated and creative you are at trying to reach and entice qualified candidates, it can certainly seem like an uphill battle. Let’s face it, the best talent have so many options and choices and they know it. Plus, are they really looking? The likely answer is no. However there is a strategic route you can take which is subtle not aggressive, can do wonders for your employer branding and can even make the most passive of candidates respond, as they feel it’s bespoke to them. Plus, because it’s focused on small but highly targeted numbers, it’s super cost effective as well. Welcome to the latest hot topic in recruitment – ‘geos’ – and it’s having some impressive results so far – put simply it’s location based advertising for recruiting. So what are Geotargeting and Geofencing? The first thing to know is that they are often lumped together and used interchangeably. However, whilst there are similarities, they are different targeting strategies and should be used for specific campaign objectives. Geofencing delivers ads to everyone entering a specific area. Geotargeting delivers ads only to certain individuals who meet specific criteria when they enter a fenced area. Geofencing draws a virtual, wireless fence around a location and delivers ads to their devices, whilst they are in the area and after they’ve left. Targeting business areas, universities, geographical events, or entire neighbourhoods on platforms such as Facebook, Instagram, and Google Search Network are good examples of geofencing. The important thing to remember with geofencing is that the minimum radius on all platforms is one mile. That means you...

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Are chatbots the answer to the candidate experience challenge?

Today, the sheer volume of endeavour involved in talent acquisition can overwhelm many organisations and recruiters. Whilst advancements in technology have certainly helped and we’ve become quicker and more efficient at finding and handling candidates; these advancements haven’t guaranteed success in one of the most important areas of today’s war for talent – the candidate experience. Step forward artificial intelligence (AI) and specifically the chatbot. By utilising its human communication abilities, recruiters competing for talent can raise candidate communicate and engagement standards without adding extra burdens. So what is a chatbot? They have already being predicted as a replacement for apps; indeed Microsoft chief Satya Nadella has gone as far to say “Bots are the new apps!” Put simply, a chatbot is AI software that can have intelligent conversations, for example, it can ask candidates questions or even answer their questions. It can be seen as the ‘human face’ of AI and no it won’t replace humans. In fact, chatbots will make recruiters lives easier, ultimately speed up the recruitment process and allow human skills to be utilised for more strategic and crucial functions within the recruitment process. The chatbot can deal with the more administrative/process repetitive tasks and can become the key and primary communicator with candidates, especially in the early stages of recruiting. Most importantly, a chatbot can maintain the levels of communication required when trying to offer the best candidate experience possible. You might be surprised to know that chatbots are not an altogether new phenomenon. The aftermath of the 9/11 attacks saw a 40% increase in traffic to the live chatrooms of the US Army’s...

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Google for Jobs and its impact on the recruitment industry

When Google for Jobs launched in the US earlier this year many saw it as welcome help for one of the hardest tasks facing any business: finding the right employees. Google for Jobs is one of Google’s first steps into the recruiting space and has been launched initially in the US, although it has high hopes of moving into other territories very soon. Google’s aim is to make the job search process easier and ultimately far more accurate, by utilising artificial intelligence (AI) and machine learning to refine searches and provide tailored results. So what is Google for Jobs? According to Google, Google for Jobs ‘uses machine learning to understand how job titles and skills relate to one another and what job content, location, and seniority are the closest match to a jobseeker’s preferences.’ To do this, Google has partnered with job recruitment giants such as CareerBuilder, Monster, LinkedIn and Glassdoor and the result is a streamlined job search engine that sorts and collects listings from all over the web and puts them in the hands of jobseekers in one place. Google for Jobs is very similar to what Indeed offer currently. You can’t directly post adverts on Google for Jobs as it is not a job board. It’s an enhanced search feature that aggregates and features job postings that are already published on job boards and career sites, in a dedicated space at the top of the search results on Google. Driven by artificial intelligence Google for Jobs is all about data, specifically all the personal data that Google collects about the candidate from the web. Drawing on...

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2018 predictions – 10 things you’ll get sick of hearing about in 2018

It’s that time of year again, when all the ‘what’s going to be the next big recruitment trend in 2018’ prediction articles start appearing. But let’s be honest, predicting the future is difficult and it’s often said that there are two types of predictions – lucky or wrong. Lao Tzu the 6th Century BC Chinese poet put it best when he said: “Those who have knowledge don’t predict. Those who predict don’t have knowledge.” However, whilst trying to predict what the big recruitment trends will be in 2018 is complete guess work, we can say, with very little doubt, what you will be sick of hearing about in 2018. Brexit 2018 will see the 2nd anniversary of the Brexit vote and still nobody knows what the effects of Brexit will be; positive or negative. Yes, we know that Brexit means Brexit, however what the economic and political implications will be is still very unsure, although we hope that 2018 will bring far more clarity. The impact of Brexit was always going to bring uncertainty to the recruitment sector and it has already. Those sectors that rely heavily on foreign workers, such as the healthcare, public and leisure and hospitality sectors are experiencing staff shortages as people are wary of moving to the UK for work, when there are no guarantees they will be able to remain. GDPR and data protection Brexit won’t stop the UK being constrained by the new EU Data Protection legislation due to be introduced in 2018. The General Data Protection Regulation (GDPR) legislation is the biggest shack up of how we will all handle data...

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How GDPR will affect your recruitment website?

For those of us who work in the world of recruitment and talent acquisition, there’s no doubt that we’ve read the many doom and gloom articles regarding the European Union’s General Data Protection Regulation (GDPR) changes and the impact it will bring to recruitment. The new GDPR will impact on the way we all collect, process, track and store candidate data and one thing is for sure, it will be the greatest shake-up in the history of online data privacy regulations. However, although the changes will grant job seekers and candidates unprecedented rights, successful recruiters who excel in GDPR will be able to reap the rewards of empowering candidates and leverage the changes to build better and more productive relationships, whilst increasing the candidate experience to a new level. The basics Let’s start by looking at the basics: whilst the GDPR is indeed a complicated piece of legislation with its 88 page legal document and numerous articles and clauses; it simply is all about personal data. GDPR was designed as a replacement for the current Data Protection Directive 95/46/EC and will be introduced on 25 th May 2018. Although an EU legislation it looks unlikely to be affected by Brexit. Designed to protect European citizens’ personal data through tighter regulations, it is mandatory for all organisations, even non EU based, that process the personal data of EU residents across the globe. In simple terms, it will be unlawful to use an EU citizen’s personal data without their explicit consent. What is personal data? The European Commission has said: “Personal data is any information relating to an individual, whether it...

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Are computer games the answer to ensuring hiring diversity?

When recruiting for any role there are clear laws governing discrimination based on race and gender. However, regardless of laws there will always be unconscious bias that effects selection. No amount of legislation or training can prevent this, or the impact it has on who companies recruit. The only way to solve the problem is by removing the human element – so, robots it is then? Well, we don’t have to go that far as one solution which is becoming more widespread is the use of gaming in the early selection process. Gaming has been used before in the recruiting process, however it has only focused on marketing a certain role or company, and still relied on the traditional routes of CVs and interview as well. Encouragingly, the new generation of games are informed by behavioural and neuro sciences and will select candidates based on what is key for the employer. Most importantly, they will avoid any human bias. Organisations can predetermine what are the key traits they require, for example, altruism or the ability to weigh risks and rewards. But can games really help recruitment diversity? Unilever North America is attempting to find out. Last month they announced they had recruited for hundreds of new roles, including entry level interns and marketing and finance jobs, based on games developed by tech company Pymetrics. Online games selected candidates who were then given a face to face interview. Unilever have billed the experiment as a great success, especially in the area of increased educational diversity. The results highlight some interesting changes: Hundreds of thousands of people applied from 2,600 different...

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The true cost of the UK skills gap

We can all delight in the news that according to data from the Office for National Statistics, employment hit a record high in March and unemployment fell to its lowest level since 1975. Whilst obviously positive, unfortunately it has a knock on effect and considerably reduces available talent when recruiting. Combine this with uncertainty over Brexit resulting in people choosing not to change their current role and a lack of EU nationals looking to work in the UK, there is a real problem. The end product is a skills gap that is, according to the latest research from the Open University₁, costing UK businesses more than £2 billion a year in higher salaries, recruitment costs and temporary staffing. The Open University Business Barometer’s role is to monitor the skills landscape of the UK and their recent study has found that 90 per cent of employers have found it difficult to recruit workers with the required skills in the last 12 months. Some have even had to inflate salaries above industry standards, finding it essential to attract talented workers with strong skills, resulting in an extra cost of at least £527 million. The impact of the skills gap hasn’t ended there, with 75% of employers reporting it takes an average of one month and 24 days more than expected to recruit. Again extra costs have had to be incurred, to cover additional recruitment and temporary workers costs, an estimated £1.7 billion. The study has also highlighted a number of other trends, including: Managerial roles are proving particularly difficult to fill, with one in five struggling to hire both senior managers...

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Whatsapp and the NHS

The recent cyber attack that left the NHS virtually crippled has had many of us question how well protected is our confidential personal information held by the NHS.  The latest information provided to the BBC₁ appears to show our concerns are well founded and recent events could just be the tip of the iceberg. Use of internet-based messaging apps to send patient information is banned under current NHS guidelines, however, doctors and nurses are using WhatsApp and Snapchat to share information about patients “across the NHS”, health professionals have told the BBC. GP Alisdair MacNair said he was aware of a number of medical groups using WhatsApp to discuss patients. “I have also seen chat on Facebook groups that sails pretty close to the wind in terms of discussing medical information. I’ve definitely seen stuff which is one step away from being patient identifying. I’m very wary of going near anything like that because of the risk of breaching data laws, but it would appear others don’t seem to be aware of the risks.” Georgie Gould, a junior doctor who last year conducted her own study of how doctors were communicating, found 30% of surgeons at St Peter’s Hospital in Chertsey, Surrey, were using WhatsApp as part of their day-to-day communication. It bears out similar findings published in the British Medical Journal, which found that of 2,000 doctors across five hospitals, a third were using web-based apps to send clinical information. According to NHS England’s guidelines, the use of WhatsApp or similar app is strictly banned for the purposes of sending patient data. However, the NHS does not provide...

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Five things to look out for in recruitment technology

Despite the obvious human aspects of putting an employer in touch with a candidate and nurturing the relationship until, hopefully, the candidate gets hired, recruitment technology is helping to accelerate the process and improve the quality of candidates put forward. As we move forwards through the 2017-18 financial year, there are still some forms of recruitment technology emerging and maturing – here are five of the hottest picks for the coming months.   1. The Gig Economy One of the biggest buzzwords of the past year or so, the Gig Economy is finding maturity as online marketplaces spring up for an ever increasing number of niches. These sites allow employers to find contractors on a per project basis, although they often require all communication to go via the website, rather than direct to the individual.   2. Chat Bots Automated ‘live chat’ bots might not be 100% convincing, but they are an easy way to get information from website visitors without having someone physically manning the chat room. In this way, candidates can provide their information in a more natural, conversational way, with the chat bot then compiling it all together into an application pack.   3. Social Recruitment LinkedIn arguably kickstarted the social recruitment revolution, but more companies are embracing recruitment via the other social networks too – even those that are not meant specifically for business use. The current main social networks have been around for a few years, but continue to evolve with new opportunities for paid ad placements and sponsored recruitment posts unlocking new options for employers.   4. Video and VR Video conferencing continues...

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How is machine learning changing recruitment?

Machine learning might be an unfamiliar concept to many people, but the principles behind it are quite straightforward. Instead of giving a computer direct programming to achieve an outcome, you feed it a database of past results and use a learning algorithm to predict what will work in the future. For example, if writing a song, you might ask the computer to analyse recent pop music hits and tell you what key and tempo sell best, how many verses and choruses to have, and so on. Machine learning is particularly well suited to complex human interactions, ranging from marketing to recruitment, as it allows computers to apply their full processing power to the problem, not limited by the thought processes of the human who programs them. Machine learning in recruitment The potential applications of machine learning in recruitment are vast, especially considering the huge amounts of data that are now available about potential candidates on social networks from LinkedIn to more casual platforms like Twitter and Facebook. By running the candidate’s profiles and posts through complex algorithms, computers can identify patterns that a human would never spot, and flag up the individuals who would be likely to thrive in the role, based on which of their predecessors performed the best. Speed is of course a major factor in this, as computers can do all of that much faster than a person can do it by hand, and in this way you get a head start over the competition when an especially capable candidate expresses an interest. This doesn’t mean recruitment is automated, by any means – there are still...

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