How personalising the application process can be a game changer for recruiters

Looking at the competition in the recruitment industry, personalisation in the application process is no longer a luxury; it is a necessity. It has become especially significant in a digital-first, post-pandemic world where applicants seek a connection and a sense that potential employers understand their unique skills and aspirations. Now, the question is how personalisation benefits organisations and how they can personalise applications in real life.

Why personalisation matters

Personalisation is not just a buzzword; it is a strategic advantage. Here is why:

• Enhanced candidate experience: Generic applications are a turn-off. By tailoring the application process to individual needs, organisations can show genuine interest in every applicant and make each of them feel valued and respected. This also helps increase the likelihood of an offer being accepted.
• Increased application completion rates: A personalised approach, such as simplifying forms and providing real-time assistance, can reduce the complexity and time required to complete applications. This leads to higher completion rates, ensuring that fewer candidates drop out due to a cumbersome process​.
• Improved quality of hires: By personalising the application process and making it more engaging, organisations are more likely to attract and retain high-calibre candidates who are a good fit both for the role and the company culture. This can lead to better job performance and longer tenure​.
• Enhanced employer branding: A personalised and candidate-friendly application process leaves a lasting impression and enhances an organisation’s reputation as an employer of choice, leading to word-of-mouth recommendations and increased interest from potential applicants​.

How to personalise the application process: Putting theory into practice

• Tailor job descriptions: To attract the right talent, job descriptions should resonate on a personal level. Drop the generic templates and craft compelling descriptions that highlight specific skills and experiences relevant to the role. Organisations can also leverage applicant tracking systems (ATS) that allow data-driven customisation based on keywords and past applicant data.
• Embrace artificial intelligence (AI): Use AI tools to analyse resumes and dynamically adapt the application process based on a candidate’s background and the job requirements. Imagine applying to a job and having the form adjusted as you put in your responses, or having a chatbot offer real-time assistance, making the process not just seamless but surprisingly engaging.
• Offer dynamic interview scheduling: Empower candidates by offering them flexibility. Implement virtual interview platforms that offer advanced scheduling tools, allowing candidates to choose their preferred interview times. This not only demonstrates respect for their time and preferences but also streamlines the scheduling process for HR, reducing administrative burdens​​.
• Provide real-time updates: Utilise systems that provide candidates with real-time updates on the status of their applications. This fosters transparency, reduces anxiety and results in lower dropout rates​.
• Hyper-personalise through data: Go beyond the resume. Leverage data, such as behavioural, demographic and transactional data, to create a more tailored and engaging process for each candidate, ensuring that the interactions they have are highly relevant and personal​.

Overcoming challenges in personalisation

Personalisation comes with several benefits. However, when done at scale, it also presents numerous challenges, particularly concerning data privacy and the management of personalisation elements. To mitigate these concerns, organisations can use integrated CRM systems to automate personalised communications as well as ensure compliance with data protection regulations.

Measuring the impact of personalisation

Personalisation is not just about intuition; it is data-driven. To truly understand the effectiveness of personalisation strategies, businesses must track key metrics such as applicant satisfaction scores, dropout rates and time to hire to assess the effectiveness of their application process.

In conclusion

The adoption of a personalised application process is more than just a trend; it is a transformative strategy that aligns with the evolving expectations of modern applicants. Companies that embrace this approach are likely to see not only enhanced candidate satisfaction but also improved organisational efficiency and effectiveness in talent acquisition. Investing in personalised strategies, particularly in a hybrid and digitally oriented hiring environment, is essential for any business looking to thrive in the competitive landscape of a post-pandemic world.