From makeup and clothing to toys and snacks, subscription boxes have taken over e-commerce. Typically a person enters their preferences and a customized box of goodies arrives every month. Retailers learn their costumers’ preferences and are able to hyper-personalize the product.
Now hyper-personalization is entering the human resources arena.
Why is this trend coming to what many believe to be an unlikely place? Because so much of the focus is now on the candidate experience.
Between the broad use of ATS and a hiring process that treats candidates more like a number than a human being, job searching can be pretty impersonal. This has left a sour taste in the mouths of many job hunters. For in-demand jobs or regions where talent is scarce, this is the last impression you want to make.
Hiring managers are taking the time to reevaluate (or establish, if it doesn’t exist) their candidate engagement strategy. The impressions candidates collect throughout their hiring journey strongly influence what offer they ultimately accept. Sure, benefits are top of mind too, but much like a terrible first date, it doesn’t matter how much the company pays or how beautiful the stranger across the table is from you — you’re going to say no to a future relationship if first impressions aren’t positive.
Technology is the primary method for recruiters to research candidates and develop a hyper-personalized recruiting experience. Some examples include:
- Social-profile aggregators
- Compensation estimation tools
- A/B email testing
- Customized follow-ups
Personalized communication is at the heart of this trend. Rather than sending out bland emails and leaving rehearsed messages, HR pros are able to elevate the conversation with customized content. Talent acquisition professionals are already researching a candidate online to determine if they would be a good fit for the position and company culture. Now they are using the information to customize outreach.
For example, if you discover a qualified candidate and learn he’s passionate about rock climbing, you might tweak your email header to say something like “Interested in climbing to the top of your career?” or adding an anecdote in the email copy about the CEO’s recent trip to the mountains. Then you can A/B test to see what gets the most attention.
Social media recruiting is also gaining attention as a wonderful way to reach candidates on a deeper level. Some companies have independent career pages and others simply use social to engage with potential clients. This may be a kind Facebook message or a public tweet about opportunities. The sky is the limit!
As job hunters from virtually every industry grow more and more jaded with the application and interview process, hyper-personalization is a breath of fresh air that is often positively noticed and welcomed with open arms. Are you willing to give it a try?
