The term Googlization represents the merging of people, business, and technology. Thus, in this Expert Insight Interview, Ira Wolfe discusses recruiting in the Age of Googlization. Ira Wolfe is a Chief Googlization Officer at Success Performance Solutions, helping companies to perform faster recruiting and smarter hiring.
The interview discusses:
- Changes in the application process
- The importance of data analytics
- The REACH recruiting method
- The effects of automation on the recruiting process
The Job Application
Traditional filling out a job application on a paper has been replaced with quick applying on numerous jobs searching websites. However, the foundation has not changed. Companies still ask more personal questions than ones related to job qualifications. So, in the world in which Amazon updates its software every 11 seconds to provide a better customer experience to its users, how is it possible that the job application process still hasn’t evolved as well?
Just like marketing, recruiting is also looking at qualifying data to choose the best candidates. HR does collect numerous data, but it does not use it in the right way. If we do not use data for data analytics, then all that data becomes useless. There are different departments for collecting data within the company, but the level of disconnection between them makes data utilization in the right way impossible.
Following the REACH method can significantly improve the company’s recruitment process. The first two steps are basic marketing strategies to Reach and Engage with the candidates. Next comes the process of Applying. Many companies have a 70 to 90 percent abandoning rate. They do the marketing part well, but because their application process is too lengthy, people decide to back out from it. The following step is Conversation. After applying, candidates always get an automatic message thanking them for their interest in the job, but then they never hear back from the company. And lastly, the Hiring part. The hiring process is not over with the job offer. Onboarding and following through with the newly hired person are also parts of the hiring process.
The recruiting process benefited from technology innovation by getting the process automatized, but at the same time, it lost on human contact. The point of automation was to free up the time once used for the manual work so that HR can focus more on people. As a business function, HR also has its KPIs that measure its success. One of them is diversity and inclusion. And while technology can help to have the right percentage of the diverse workforce hired, people are the ones who have to ensure inclusion within the organization.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.