March 17, 2022

Ways Artificial Intelligence Enhances an Employer Brand

When it comes to machines analyzing data to detect patterns and then make decisions, people vary in their comfort levels with the rapidly advancing capabilities of artificial intelligence (AI). Despite the discussions evaluating the benefits and risks of artificial intelligence, there’s no doubt AI can make recruiters’ lives easier and save them time by automating administrative tasks. Tools exist to screen candidates, schedule interviews, and send reminders as well as host virtual job fairs, send mobile-friendly visual-based test assessments, and help candidates apply via text message, voice, or video. 

A recent TechRadar article listed an increase in automation as a top trend in the 2022 job market because of the ability for AI and machine learning to improve accuracy and results in automated tasks. And this certainly can enhance a company’s brand.  

With routine, low-touch, and time-consuming tasks taken care of, recruiters have more time to manage the relational elements of their role and build the brand with the human connection. As you consider where to invest in new tech, here are a few areas where AI tools can help improve your EB. 


Engaging Candidates 

Candidates initially have a lot of the same questions. They want to know what it’s like to actually work at your company. A recent SHRM article about pandemic-era changes to recruiting, which referenced a Jobvite study, stated that 51% of companies are using chatbots.  

Chatbots are a great way to provide the information candidates want at the exact moment they want it. Companies like understand how important this is to enhance your brand. Their conversational AI assistant, Olivia, automates numerous routine tasks. Olivia can also engage with candidates in 115 languages.  

Responsiveness from a potential employer immediately satisfies candidates and communicates an attentiveness that candidates find compelling. If you’re part of the 49% not using chatbots, this is certainly tech worth investing in.  

Optimizing Recruitment Processes 

One thing candidates detest is uploading their resume and then having to manually fix or retype their information or professional history. You definitely lose top-tier candidates if this is part of your process. This repels people in the moment, and it generates negative perceptions about your company and its efficiencies and capabilities. Candidates know there are other companies whose process doesn’t demand this. Do whatever you can to upgrade/improve your technology to eliminate this. People have favorable perceptions of your company when you make it easy to apply to your jobs. 

Monitoring Sentiment  

Feedback and ratings tools can help you collect invaluable data and provide insight into how candidates and employees feel. Perhaps you want to find the areas in the hiring process that create friction. You can ask simple questions such as “Did I answer your question?” ones with more complex answers such as “How was your interview with the hiring manager?” With an AI tool providing timely information at each step of the process, you can be agile and make adjustments and continually monitor the effects of your changes.   

With 97% of Americans owning cell phones and 85% having smartphones, a lot of life is managed on mobile. To stay relevant, text capabilities need to be a part of how you engage with candidates as well as new hires. By sending a message asking about their first week on the job or if they feel prepared for their first month opens the door for incredibly valuable feedback and communicates that you care. That is the mark of a great employer. 

Eliminating Bias 

With diversity, equity, and inclusion conversations and initiatives at the forefront of leaders’ minds, eliminating bias from hiring is a critical element to growing a diverse workforce. When companies use technology that interacts in multiple languages, they actually show that they value diversity instead of just say it. 

With diverse candidates applying, screening tools can help remove unconscious bias, like redacting names so only objective criteria can be evaluated. After that, tools can sort candidates by specific criteria.  

Though AI tools can help with eliminating bias, it isn’t foolproof. Amazon learned this the hard way when its in-house recruiting system revealed a bias against women 

Some people worry about losing their jobs to robots. Recruiters can reset secure. Recruiting is an inherently relational activity. Though AI can play a significant role in the process with tools that create efficiencies, you can’t replace the human element.  

Need some human help to bring the right AI into your recruiting process? Reach out to us. We’re here to be a resource and partner.

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