Yves Pilet Consultancy
Employer brand management


How robots shape the new world of work

We read about it regularly in the paper, online and through research papers: our jobs are disappearing due to technology! But we also learn through research that technology creates new jobs. Be as it may, technology has an impact on our society. In fact, it is the biggest trend today and in the future. And with that said, it also has an impact on your employer branding- and recruitment strategy and -communications. Especially regarding the attraction of new employees, not only efficiency but also more employee experience can be added using technological applications such as chatbots, gaming, video recruitment and virtual reality. So what do these developments mean for your company regarding attracting new employees?

Chatbots ensure that job seekers and recruiters are connected to each other 24 hours a day. Standard questions can be answered properly and through increasingly better and smarter applications the conversations can become ever more focused. Currently the real link with the potential candidate is still being built up by a human being, but an increasing share is being absorbed by these chat bots.

• Heineken uses global gaming for its management trainees for their recruitment during their Go Places campaign. By asking the right questions, candidates are checked whether they have the right brand values hat Heineken is looking for. In a match based on their brand values, candidates get access to the next stage of the recruitment funnel: resume and, if applicable, the job interview. No match with the brand values simple means no access to the next stage.

Video recruitment is a better way to get a more realistic idea of a candidate. A resume on paper is one way to go, but a video works that much better. By briefly letting a candidate have the opportunity to tell you who they are and why they want the job, you immediately get a good picture of what the candidate is about. Especially if the questions that the candidate has to answer are standardized (how else can you compare candidates with each other?) this works well. For example, Young Capital uses video recruitment via Whatsapp in particular: it is easy to make a video and the medium fits well with the target group they want to attract. What is still missing nowadays with video recruitment, however, is an option for the candidate to ask the employer questions in a video. After all, they also have an equal right to speak their mind, don't they?

Virtual reality offers particular perspective on the driver of the internal employer brand that gives visibility to the working environment. With the help of a virtual environment you can 'walk' through the building of your choice and get a glimps of the working environment. At the moment, however, this is easy to distinguish from reality, but differences are fading.

However, the real innovation can be found in another technological development that I consider the future, especially if it's combined with the previous mentioned technologies: artifical intelligence (AI). Think smart video-based algorithms that can use video recruitment to analyze someone's face and link a profile to it. That profile can then be used to see if the person fits the employers' needs and preferences. In addition, AI can be used in combination with machine learning to sketch a career path based on profiles of thousands of candidates of similar content. The degree of success of a candidate can also be estimated with the help of this technique.

And these are not descriptions of developments that are ahead of us sometime in the distant future. Companies like Deloitte, Coca-Cola and L'Oréal are already using them. And the next step is approaching rapidly: combining AI, machine learning and virtual assistants. Google recently showed this based on their Google Duplex technology.


Source: Google


The technicians among us will say that any machine can talk to a person and arrange an appointment in the near future. Impressive, isn't it? But it will also have consequences for the labor market. Just think about how tasks such as the scheduling of these agreements will eventually be used in the business community. The role of the traditional secretary and personal assistant will thus become even more limited, since this can also be done by a machine. Research by UWV shows that this professional group is already having a difficult time and needs to think carefully about its future and to seek refuge in job opportunities such as call center employee. Or will a machine be used there to do that work as well?

Should we be concerned that jobs will disappear on a large scale? I don't think so. Yes, jobs will change and yes, some jobs will disappear (especially the routine jobs that are easy to automate), but that does not mean that jobs will disappear on a large scale. New jobs will also arise (just think of AI developers that will be needed for the growing demand as a result of these technological developments). Crucial elements like empathy, creativity and feelings are still very, if not impossible, for machines to copy.



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