This advent calendar presents 24 practical suggestions from Potentialpark's upcoming research study on how to improve the candidate experience. With a special bonus at the end.
This week in the Advent Calendar we are unwrapping the not-so-joyful moments of the job application process - and how to avoid them.
Today I'm shaking the snow in the crystal ball and look at three trends that could change applying online forever. Well... or not. Which of them do you think will actually make progress in 2024 or even have a break-through?
1. Voice and gesture-controlled applications
Goodbye typing? The future could be voice and gesture-controlled applications. Imagine candidates speaking to their smartphone to navigate job search or using hand gestures to parse data into an application form.
This would not only making applying online more accessible but also more interactive and, possibly, fun. It might even be a game-changer for inclusivity, catering to different abilities and tech preferences.
Cases in HR and other domains
Though still in early stages, some companies have begun experimenting with voice-activated systems for initial job queries or FAQs. McDonald's for instance tested voice-based job applications using Amazon's Alexa and Google Assistant.
Voice and gesture controls are more advanced in other areas. We all know it from smart home devices like Amazon Alexa and Google Home that use voice commands. In gaming, systems like the Xbox Kinect have utilized gesture controls, and maybe the potential for broader application.
My prediction for 2024: I find a big breakthrough unlikely: providers are focusing on AI now, and it could take a while to make voice really work for candidates in their job search and implement it in ATS. However, as AI progresses, this could become a windfall tech later.
2. AI-powered custom application paths
AI could personalize the application journey based on the candidate's profile and behavior. Like Netflix, but for job applications - the system (be at LinkedIn, Indeed, or an ATS) learns what roles and company cultures align with your preferences and tailors the experience accordingly.
For the candidate experience this could mean a highly individualized application process where candidates feel understood and valued. It also saves time by steering applicants toward opportunities that match their skills and interests.
Cases in HR and other domains
AI-driven applicant tracking systems (ATS) are beginning to offer more personalized experiences. Platforms like Beamery and Eightfold.ai use AI to provide personalized job recommendations based on candidates' profiles and past applications.
Deutsche Bahn in Germany has been experimenting with semantic job search (where a spelling mistake still lead to the right results). And Deloitte France recently implemented an AI-supported search function on its career website.
Personalization algorithms are well-established in e-commerce and streaming services. Netflix and Amazon use sophisticated AI to tailor recommendations, creating a model that could be adapted for personalized job application experiences.
My prediction for 2024: Nobody really saw AI coming. As impressed as we are by the tech - it's not always clear what it can do for us. I think this trend will surprise us again in 2024, in ways we can't even imagine, mostly with new experiments and applications by third-party providers.
3. Virtual Reality (VR) job trials
VR could take 'try before you buy' to another level in job applications. Candidates can virtually step into a day in the life at a potential job, interacting with future colleagues and experiencing the work environment.
This immersive experience would allow candidates to make more informed decisions about their fit for the role and the company. And by the way, searching for jobs might be a whole lot more fun, especially for early career professionals who look for guidance for their career choices.
Cases in HR and other domains
Around 10 years ago we actually saw the very first 360 degree videos by employers, mostly to showcase work places. (You had to put your smartphone in a cardbox to get a glimpse of a VR experience.)
VR in recruitment is still emerging, but some companies have started using it for immersive job previews or interviews. For example, Jaguar Land Rover has used VR experiences as part of its recruitment process to engage potential engineers in a digital challenge.
Outside HR, VR has been used extensively for training and simulations in various fields. Pilots train in flight simulators, and medical students use VR for surgical simulations. This technology's success in training and simulation indicates its potential for immersive job trials.
My prediction for 2024: VR seems sidelined. In the shadow of AI. But I think it will have a comeback, and I'd be willing to bet against anyone for a bottle of good Italian wine that we will see some really cool VR cases in 2024. Maybe not as part of the job search and ATS, but the step before, for personalized job orientation. From there it's only a small step to apply.
BONUS: Would you like to receive the results of Potentialpark's new Talent Comm 2024 study in a few weeks? Sign up on the Potentialpark website to secure a free research expert talk (no strings attached) and tickets to Potentialpark's events to meet peer HR marketers.
The next door of the Advent Calendar will open on Monday.
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