Why Does Personalisation Matter in Recruiting?

By customising the recruitment experience to align with each candidate's individual skills, preferences, and career goals, companies can greatly increase candidate satisfaction, boost response rates, and, most importantly, strengthen their employer brand. In this article, we will explore the importance of personalisation in recruiting, including the various types of personalisation, its advantages, and the challenges that come with implementing personalised recruitment strategies.

What is the Personalisation Recruitment Process?

The personalisation recruitment process is a tailored approach to hiring that focuses on creating a unique and engaging experience for each candidate. This process involves several key components that work together to make candidates feel valued and understood throughout their journey with the organisation.

At its core, the personalised recruitment process begins with understanding the candidate's perspective. This means designing the recruitment process with the applicant in mind, from the initial interaction with the company to the final stages of the hiring process.

For instance, job descriptions should be customised and engaging, reflecting the specific needs and attractions of the role and the company culture. Emphasising personalisation in recruiting even at this early stage can greatly enhance a candidate's perception of the role and their potential fit within the organisation.

An essential aspect of this process is configuring candidate relationship management. This involves mapping out the end-to-end recruitment and identifying touchpoints at each stage. These touchpoints can include the careers site, initial engagement, screening, assessments, video conferences, face-to-face interviews, and the hiring decision.

At each stage, personalised interactions can be created to keep candidates informed and engaged.

Personalisation also extends to communication. Recruiters should use timely, personal messages and updates to keep candidates informed about their application status. This can be achieved through automation, where CRM and ATS are used to send personalised messages, ensuring that no candidate feels like just another generic applicant in the recruiting funnel.

Types of Personalisation in Recruitment

Customised Outreach and Messaging

This involves crafting messages that are specifically tailored to individual candidates or groups of candidates. For instance, using candidate personas, recruiters can create emails, LinkedIn messages, or other forms of communication that highlight aspects of the job and company that align with the candidate's skills, interests, and career goals.

Individualised Interview Feedback

Providing personalised feedback during and after the interview process is essential for maintaining a positive candidate experience. This can include detailed debriefs on the candidate's strengths and areas for improvement, as well as insights into how they align with the company's mission and vision. Such feedback not only shows that the candidate is valued but also helps in building a strong employer brand.

Personalised Job Descriptions

Job descriptions should be more than just a list of responsibilities; they should inspire and engage potential candidates. By incorporating personalisation in recruiting and highlighting the tangible impact a candidate could have, the day-to-day responsibilities, and opportunities for advancement, job descriptions can be made more compelling and encourage a personal connection. This approach ensures that candidates see how they can contribute to the organisation and grow within it.

Segmented Communication

Candidates can be segmented based on various factors such as job preferences, industry interests, or career stage. This segmentation allows recruiters to send targeted and relevant updates, job opportunities, and resources.

For example, entry-level candidates might be interested in opportunities for skill development and mentorship, while experienced professionals might be more interested in leadership opportunities and strategic impact.

Post-Rejection Nurturing

Personalisation extends beyond the hiring process itself. Nurturing candidates who were not selected for a particular role can help maintain connections for future opportunities. This involves periodic check-ins, sharing relevant industry insights, and keeping them informed about new job openings that might be a better fit.

This approach helps in building a talent pool and enhancing the employer brand.

Automated yet Personalised Communication

While automation is essential for scalability and is often included in the digital transformation in recruiting, it can be balanced with personalisation. Using tools like CRM and ATS, recruiters can use recruiting automation software for tasks such as sending follow-up emails and scheduling interviews, yet still personalise the content to make it relevant to each candidate.

Features like "Send on Behalf Of" can make messages appear as if they are coming directly from a future manager or CEO, adding a personal touch.

Omnichannel Approach to Personalised Recruitment

An omnichannel communication approach to recruitment is a powerful strategy for personalising the candidate experience. Tools like Ringover and Empower by Ringover significantly enhance this process. This method involves using multiple communication channels to engage candidates at various touchpoints, ensuring a seamless and consistent interaction throughout their journey.

Integrating Ringover and Empower by Ringover

Ringover, a cloud-based business phone system, and Empower by Ringover, its advanced CRM and sales automation tool, can be integrated into the recruitment process to personalise candidate interactions. These tools allow recruiters to manage multiple communication channels from a single platform, ensuring that every interaction with a candidate is cohesive and personalised.

Integration with ATS and CRMs

One of the key benefits of using Ringover and Empower by Ringover is their ability to integrate seamlessly with ATS and CRM systems. This integration enables recruiters to access comprehensive candidate data, track interactions, and automate follow-up communications. For instance, when a candidate applies through an ATS, Ringover can automatically trigger personalised follow-up calls or emails, ensuring that no candidate feels neglected or overlooked.

Personalised Communication Across Channels

With Ringover and Empower, recruiters can engage candidates through various channels such as phone calls, text messages, emails, and social media. This omnichannel approach allows for tailored messaging that resonates with each candidate's preferences and stage in the recruitment funnel.

For example, a recruiter can initiate a phone conversation, follow up with a text message reminder for an interview, and then send a personalised email with additional information about the role and company culture.

Unified Candidate Journey

The single-source-of-truth approach provided by Ringover and Empower ensures that all interactions with a candidate are logged and accessible in one place. This unified view of the candidate's journey enables recruiters to continue conversations from where they left off, maintaining a seamless and personalised experience. Whether a candidate met with the recruiter at a job fair, engaged on social media, or applied through the company's career site, the recruiter can see all previous interactions and tailor their approach accordingly.

Automation and Efficiency

Automation features in Ringover and Empower help streamline the recruitment process, reducing the time and effort required to manage multiple channels. Automated workflows can be set up to send personalised messages, schedule interviews, and update candidate statuses within the ATS or CRM. Emphasising personalisation in recruiting at this automation stage not only enhances the candidate experience but also improves the efficiency of the recruitment team, allowing them to focus on more strategic and high-value tasks.

By leveraging Ringover and Empower by Ringover, recruitment teams can create a highly personalised and engaging candidate experience, aligning perfectly with the principles of an omnichannel recruitment strategy.

This approach not only attracts top talent but also strengthens the employer brand and improves overall candidate satisfaction.

Benefits of Personalised Recruitment

Enhanced Candidate Satisfaction

Personalised recruitment leads to a significant increase in candidate satisfaction. When candidates feel valued and understood, they are more likely to have a positive experience throughout the hiring process.

Improved Response Rates

Personalised outreach messages have been proven to yield higher response rates compared to generic messages. This increased engagement is vital for attracting top talent in a competitive job market.

Increased Candidate Engagement

Personalisation plays a critical role in enhancing candidate engagement. Tailored communication and interactions based on individual preferences and needs can increase candidate engagement levels. This heightened engagement not only improves the candidate experience but also increases the likelihood of candidates accepting job offers.

Better Employer Branding

A personalised recruitment process contributes to building a strong employer brand. Candidates who experience a positive, personalised interaction with a company are more likely to share their positive experiences with their networks, enhancing the company's reputation as a desirable place to work. This word-of-mouth promotion can be incredibly powerful in attracting and retaining top talent.

Efficiency and Reduced Bias

Personalised recruitment, often facilitated by AI hiring and machine learning algorithms, can help reduce bias in hiring decisions. By focusing on candidates' skills, experiences, and goals, recruiters can make more accurate matches to open jobs. This approach not only fills positions faster but also ensures that candidates are placed in roles where they are more likely to thrive and contribute to the company's success.

Long-Term Retention

Candidates who feel valued and understood during the recruitment process are more likely to develop a positive long-term relationship with the company. Personalised recruitment strategies can lead to higher employee retention rates, as candidates are more likely to feel a sense of belonging and alignment with the company's mission and values.

Enhanced Data Quality and Transparency

Personalised recruitment often involves rigorous background checks, eligibility assessments, and credential verifications, similar to custom recruitment methods. This ensures that the data collected is of high quality and transparent, providing dependable insights that can inform future recruitment strategies.

Challenges to Personalising Recruitment

Inefficient Communication and Candidate Dropoff

A pivotal challenge is ensuring efficient and personalised communication with candidates. Slow or generic communication can lead to candidates losing interest and exiting the recruitment process. To counter this, recruiters should leverage automation tools to dispatch timely and personalised messages, making candidates feel appreciated and well-informed at every stage.

Managing Unconscious Bias

Unconscious bias poses a significant barrier to personalising recruitment. Such biases can result in a uniform workforce and suboptimal hiring decisions. To combat this, recruiters are encouraged to conduct structured interviews, review resumes blindly, and utilise AI tools to craft neutral job descriptions and candidate evaluation tools that prioritise skills over personal characteristics.

Technical Limitations of Recruitment Tools

The current state of recruitment technology presents limitations that can obstruct the personalisation process. For instance, ATS often features limited fields for capturing candidate data, and automated workflows cannot entirely substitute the human element required in interviews. These constraints can decelerate workflows and hinder data-driven decision-making.

Balancing Automation and Personal Touch

While automation is key for streamlining efficiency, it's imperative to balance it with a personal touch to prevent alienating candidates. Excessive reliance on automated processes, such as one-way interviews and bulk sourcing emails, can render the recruitment process impersonal, leading to candidate disengagement. Recruiters must strike an optimal balance between automation and personal interaction to maintain candidate engagement.

Lengthy Hiring Processes

Protracted hiring processes can negatively impact personalisation efforts. Extended hiring durations risk losing top candidates to competitors and escalating recruitment costs. To alleviate this, recruiters should expedite the assessment process, employ scheduling tools, and standardise the interview process to minimise delays and sustain candidate engagement.

Data Quality and Integration

High-quality and integrated data is essential for personalised recruitment. Nevertheless, manual processes and outdated recruitment tools can result in incomplete candidate profiles and misalignment between recruiters and hiring managers. Adopting advanced data analytics tools and ensuring seamless integration with ATS and CRMs can help address these issues.

Adapting to Remote and Hybrid Work Models

The transition to remote and hybrid work models introduces distinct challenges for personalised recruitment. Evaluating remote work compatibility, preserving team cohesion, and ensuring a positive candidate experience in a remote context necessitate adapted recruitment strategies. Recruiters need to be flexible and inventive in their methods to attract and retain top talent in these evolving work environments.

By recognising and tackling these challenges, recruitment teams can more effectively navigate the intricacies of personalised recruitment, fostering a more efficient, engaging, and candidate-focused hiring process.

In Conclusion

In conclusion, personalisation in recruitment is a game-changer for attracting, engaging, and retaining top talent. By tailoring the recruitment process to individual candidates' needs and preferences, organisations can enhance candidate satisfaction, increase engagement, and build a strong employer brand.

Key points to remember include the importance of customised outreach, the use of data and technology to personalise interactions, and the integration of tools like Ringover and Empower to streamline and personalise the candidate journey. If you're curious to find out more about how Ringover and Empower can improve your staffing operations, start your free trial today!

Personalisation in Recruitment FAQ

What are the key features of personalisation?

The key features of personalisation in recruitment include tailoring the application process to individual candidates' needs and preferences. This involves creating customised job descriptions, using personalised communication such as emails and messages, and adapting the interview process to align with the candidate's background and the role being filled.

Additionally, personalisation involves using data and technology to understand candidate behaviour and preferences, ensuring that each interaction is meaningful and relevant.

Does personalisation increase engagement?

Yes, personalisation significantly increases candidate engagement. When candidates feel that the recruitment process is tailored to their individual needs and interests, they are more likely to be engaged and responsive. Moreover, personalised interactions make candidates feel valued and understood, leading to higher satisfaction rates and a greater likelihood of accepting job offers.

What is the best definition of personalisation?

Personalisation in recruitment is the process of tailoring the hiring experience to align with each candidate's unique needs, preferences, and career aspirations. It involves using detailed insights about candidates to create a meaningful and engaging recruitment experience.

This approach contrasts traditional one-size-fits-all methods by demonstrating that the company values each candidate as an individual rather than just another applicant.

What is personalisation in the workplace?

In the context of recruitment, personalisation in the workplace refers to the practice of creating a tailored experience for candidates from the initial interaction through to the hiring decision. This includes highlighting company culture, offering personalised career growth opportunities, and ensuring that every communication and interaction is relevant and meaningful to the candidate.

Personalisation in the workplace helps build a strong employer brand, reduces bias in hiring, and increases the likelihood of attracting and retaining top talent.