We’ve been covering two major topics recently.
We write a lot about the power of conversations.
And, just as often, we write about the advantages of recruiting chatbots.
We’ll never get tired of talking about conversational recruiting and recruiting chatbots because, together, they contribute to game-changing talent acquisition results.
But using a recruiting chatbot effectively is not like flipping a lightswitch. And, by definition, conversational recruiting isn’t a ‘set it and forget it’ solution, either. When we saw a recent article on Drift’s blog about conversational marketing and chatbots (and, of course, because we love writing about chatbots), we decided to make a list of the key strategies recruiters can use to get the most out of their recruiting chatbots. By knowing how and when to use these strategies, employers can maximize the benefits of a recruiting chatbot and compete for top talent in today’s tough, candidate-driven market.
Keep it simple.
Don’t overthink your approach to recruiting chatbots, and don’t go overboard, either. Take a cue from Drift and consult your page analytics to determine the highest traffic pages where a chatbot can assist visitors. For many employers, that means starting with your main careers site.
On the flip side, looking at job pages with very little traffic might be beneficial. For example, consider adding a recruiting chatbot to job requisition landing pages that are not generating enough applicants, since the bot offers job seekers another option when they aren’t ready to apply. Start with a manageable strategy that can be scaled up later, if needed.
Location, location, location.
A recruiting chatbot can be the most successful when it’s in context. This means always making a point to customize the chatbot for the stage of the funnel or recruiting process that the job seeker is in. On the main careers site or recruitment landing page, recruiting chatbots can help candidates find answers in FAQs, to help educate them about your company’s history and culture. And this is important, because company culture is the top reason candidates will choose one employer over another today.
On a page with individual job postings, recruiting chatbots can help answer questions about that specific job, which in turn reduces abandonment rates. On the job page, a chatbot can also gather information from job seekers, in order to invite them to online events related to their job search.
Continue the conversation.
Your recruiting chatbot is almost like an assistant. It makes the first contact and gathers information from job seekers, but someone needs to follow up. This is where your human recruiting team continues to shine, because AI won’t evolve enough to replace them for a long time to come.
Luckily, most job seekers don’t mind going through a recruiting chatbot to connect with a live recruiter. Over half (55 percent) of job seekers who engage with a recruiting chatbot will share their name, email address, and answer relevant questions in order to be connected with a recruiter in an online chat. That’s how strongly job seekers want to communicate, and it’s up to human recruiters to give them what they want. And while it is great that job seekers are giving you their contact information so that you can follow up at a later, recruiters should act quickly to follow up with candidates who passed a recruiting chatbot’s qualifying questions because time is of the essence. Aim to follow up with these candidates within 24 hours or less, before you lose their attention to another employer.
Recruiting chatbots know something candidates don’t.
A recruiting chatbot is ‘smart’ technology, but they aren’t exactly the sharpest tools in the shed. Even Apple’s beloved digital assistant Siri has an IQ of just 23.94. Because artificial intelligence is still less intelligent than a small child, chatbots can frustrate or even anger your candidates if not used wisely. You must program your chatbot with insights about the recruiting process that your candidates don’t have. An effective recruiting chatbot gathers information from a candidate and presents limited options based on that information. By restricting the candidate’s responses to multiple choice options, the chatbot can control the conversation and help the candidate find answers faster.
Brand your bot.
You want candidates to know they are interacting with a chatbot, but you don’t want it to be just any chatbot. Rather, brand your chatbot with your company colors and styles. You can also program your chatbot to speak in your brand voice, one that matches the rest of your recruitment marketing content. This will help to balance the chatbot’s innate robot-ness, and give your candidates a more consistent experience throughout the recruiting process.
Just keep talking.
To get the most out of conversational recruiting, and especially a recruiting chatbot, you have to keep at it. Using insights from your analytics, tweak and refine your chatbot to provide exactly the type of candidate experience your future employees want. And don’t underestimate the role of human recruiters, who should be ready to swoop in and take over once a recruiting chatbot identifies a quality candidate. Working together, human recruiters and their AI sidekicks can match more qualified candidates with open positions, and they can do it faster than ever before.