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Recruiting 2020 Transforming your talent acquisition process Recruiting 2020: Transforming your talent acquisition process 1
Think back to your Skills are in hot demand
As a talent acquisition leader, you know it’s critically
recruiting team ten important to continually reassess and re-evaluate the
skills required for your business to continue to stay ahead
years ago. Even five
of competition. As your business moves into new spaces
and new areas, with evolution of traditional products,
years ago. Maybe
and teams operating in new technology ecosystems and
stacks, the skills you were recruiting for ten years ago are
likely completely different from today’s reality. This shift in
even last week. talent acquisition strategy requires new and differentiated
recruiting skills, which requires a new and differentiated
recruiting mindset.
You were efficient. Standardized. Process was king. But
then the world changed. Evolutions in technology threw Talent is in short supply
your business into complete upheaval. Almost overnight, By 2020 the talent shortage in the US alone is projected
your team found itself in a very competitive market. to be around 23M employees.1 This is not simply a human
resource issue. It’s an issue already vexing the C-suite,
Today, progress rules over process. And everyone wants
as 60% of execs struggle to keep workforce skills current
the talent and skills you need–cybersecurity analysts, data
and relevant in the face of rapid tech advancement.2 These
scientists, digital marketer ... and who knows what the next
challenges put the spotlight firmly on hiring. Don’t get
new skill will be. You have to disrupt, or be disrupted. Flying
hiring right and you’re making an already challenging labor
the plane while building it comes to mind.
market so much harder. If you want to retain competitive
Recruiting 2020: Transforming your talent acquisition process 2
advantage, it’s critical to engage top talent before you’re • Redefine qualified: Talent is scarce, yet most
ready to hire them – to build an ongoing relationship companies don’t get hiring right. Traditional talent
with candidates and deliver differentiated experiences. acquisition practices are a coin-toss, wrought with
Particularly in the gig economy, where people move in and gut-based decisions leading to a lot of hiring mistakes.
out of organizations multiple times in their career, you need Redefine what it means to be “qualified” by assessing
to be in the best possible position to connect and reconnect for potential.
with that talent if you hope to retain them.
• Deliver differentiated experiences: Your candidates
And the competition is fierce are also your consumers—and they are making
decisions long before they submit an application
Today, 90% of the S&P 100 are recruiting for the same 37
or buy from you. Understand what drives applicant
in-demand jobs. And those 37 jobs make up almost 50%
behavior today to shape the recruiting practices of
of the S&P 100 job postings.3 Gone are the days when
tomorrow.
like competed against like. You’re now competing against
a differentiated landscape of organizations. Traditional
brick and mortar banks are now primarily online platforms.
Consumer brands and major retailers have gone digital.
New categories have been created that blur traditional
industry lines—from ride-sharing, to home-sharing, and
beyond. There has been an exponential increase in the need
for traditional tech talent across all industries. But when
demand dramatically outweighs supply, it’s time to get
creative. Our old approaches just won’t cut it.
The good news? This is your moment to transform the
talent acquisition function—and your team’s impact on
your business. Your teams are no longer enablers along the
flow of a journey; you are the critical disruptors that enable
change to happen across the business.
Let’s explore three critical factors of success in reimagining
your talent acquisition function and increasing your impact
and value to the business:
• Develop the 21st century recruiter: Focus on the
heart of what drives talent acquisition: your people. To
reimagine your function, reimagine your team’s skills,
roles, and ways of working. Recruiters can finally
become talent influencers and deliver faster and more
impactful outcomes than ever before.
Recruiting 2020: Transforming your talent acquisition process 3
Develop the 21 century st recruiter to transform outcomes Recruiting 2020: Transforming your talent acquisition process 4
When HR is bold, the IBM’s own human resources team has reimagined its
approach by developing a next generation framework
business benefits:
and operating model for recruiting in the digital era called
AgileTA. The framework applies Agile practices and
principles to the talent acquisition function, based on a
53% of high-growth cycle of steps where teams of recruiters work from an
agreed upon, prioritized list to fulfill open job requisitions
organizations say HR within a time-boxed period. Says Kevin Blair, IBM’s VP of
Talent Acquisition, “Initially, our traditional recruitment
is involved in kick- process yielded inefficiencies, as we had a reactive system
based on a one-size-fits-all method of recruitment. Often,
starting major change
there would be one recruiter per 100 requisitions, resulting
in an extremely long average time to fill a requisition.”
(compared to 39% Explaining IBM’s transformed approach, Blair shares that
“AgileTA runs on time-bound sprints and is prioritized based
of modest-growth on the most critical roles, resulting in a faster time to fill
(from 85 days to 45 days), higher quality candidates, better
organizations).4
business outcomes, more efficient recruiting, enhanced
candidate experiences, reduced cancellation rates (up
to 75%), reduced average cycle time (up to 50%), and
increased NPS scores for candidates, hiring managers,
We all know the daily recruiting slog—too many open reqs,
and recruiters.” Embracing a methodology like agile can
competing needs and priorities from the business, and not
empower your teams to be increasingly innovative, nimble,
enough hours in the day. But what if you could transform
and able to react swiftly to changing business needs.
from a binary world of matching resume to requisition, to an
ecosystem of needs and a talent pool of candidates – with New skills
a way to bring these two together in a way that they overlap
Organizations today need talent acquisition team members
and place people into roles where they can be successful?
who can lead – who can be deeply connected to the
A new framework business and its objectives. Who are thought leaders as
well as subject matter experts. People who are comfortable
As you think about how you can drive transformation in your
augmenting their daily work with technology.
own organization, it’s important to employ new ways of
working, for example, leveraging agile and design thinking
into your everyday job. Old methodologies will no longer
sustain new models of operating.
Recruiting 2020: Transforming your talent acquisition process 5Blair shares that IBM recruiters use social selling with design thinking, meaning that recruiters are equipped with skills to prototype and visualize the experience of working at IBM, bringing the company’s story to life. IBM recruiters also leverage decision support with AI to anticipate questions about the company, recommend jobs, and uncover opportunities from skill-matching. A digital talent acquisition academy, with badges for skills like Agile, design thinking, AI, and data analytics skill has also helped establish a blended learning approach designed to close skill gaps. The academy includes boot camps for skill acceleration and customized training per function, as well as – rewards, like credentials and opportunities, upon completion. “To date, we have upskilled 72% of our talent organization,” says Blair. New roles Creating new roles can also help restructure the ways in which you work. Blair shares that IBM HR introduced four new key roles in its talent acquisition function: Talent Influencer, Talent Scientist, Data Poet, and Scrum Master. Talent Influencers serve as business champions and power networkers, Talent Scientists focus on AI-augmented decision support leveraging industrial-organizational psychology, Data Poets utilize analytics to function as storytellers and design thinkers, and Scrum Masters lead groups of recruiters through AgileTA sprints. Says Blair, “Ultimately, these new roles, in accordance with an upskilled function and the implementation of AgileTA, have been pivotal to the transformation of IBM’s TA function.” Recruiting 2020: Transforming your talent acquisition process 6
“With some upskilling, ethical operating guidelines, and a healthy
dose of technical curiosity, the HR function is now positioned
to truly drive strategic advantage while better supporting the
workforce we rely on to put the strategy into action.”
– Diane Gherson, CHRO, IBM
Your challenge Your transformed approach
How do I deploy my team differently to Think from a point of view of accelerated work. Embrace Agile methodology, work through your
achieve better outcomes? backlogs, and reflect during retrospectives. Prioritize and reprioritize as you go through your team’s
workflow. Focus on what will deliver the biggest impact from an outcome perspective.
How do I get my team to embrace Keep their eye on the prize. Paint the vision of becoming talent influencers, strategic advisors to the
and augment AI and other emerging business. More automation around administrative skills and tasks empowers your team to deliver
technologies into their everyday lives? better, higher-value solutions to the business in a much quicker way. Make sure there are adequate
opportunities for learning new tools and technologies, with clear rewards.
How do I get my team to use data more In talent acquisition, your product is a human being with emotions, and your customer is a human
effectively? being with emotions. Focus on using data to tell a story that lifts your team away from emotional
elements of recruiting. Reiterate that the more your team can augment with data and insight, the
more informed their decisions will be, balanced by facts and free from unintended, unconscious bias.
Watch the webinar
“How IBM Reinvented its Talent Acquisition (And You Can, Too)”
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Recruiting 2020: Transforming your talent acquisition process 7Redefine qualified by assessing for potential Recruiting 2020: Transforming your talent acquisition process 8
Today, in many Taking the same approach as you’ve always done is
not going to help you meet the talent demands of your
geographies and
organization, not today and definitely not tomorrow. In
many ways, this is good news. The time has never been
better to shake things up a little.
industries, there are We need to redefine qualified when it comes to recruitment.
more job vacancies Look for potential not perfection
than people looking
Consider this: people with potential for upskilling may only
need to have an 80% match to your success profile. The key
to securing the right talent is knowing who has the potential
for positions. to develop and which behaviors and skills define success in
a particular role. It’s not about perfection today, but about
the potential to become perfect (at least as far as your
If you’re a recruiter, you’ll be very familiar with this daily organization is concerned!).
struggle: managers in your organization want better and
better talent and they need it yesterday, yet great talent is Take cybersecurity as an example. Finding experienced
increasingly hard to find. In today’s “buyers” market, the cybersecurity talent is incredibly hard, and it’s set to get
candidate is king and that demands fresh thinking from worse. It is estimated that by 2022 there will be 1.8 million
recruiters. unfilled cybersecurity jobs.5 It would be counter-productive
Recruiting 2020: Transforming your talent acquisition process 9to lower your recruiting standards just to fill open positions Bias can find its way into the interview process as well
but looking for people with potential to become great as managers use “gut feel” to select their preferred
cybersecurity professionals, even if they don’t have all candidates. Intelligent interviewing means bringing more
the technical skills right now, can be a good option. This objectivity into the process to both eliminate bias and hire
approach can significantly expand your potential talent well against that new definition of qualified. AI-driven,
pool, but it needs to be evidence-based. Use a validated structured interview guides based on the skills, aptitude
assessment to identify potential and remove the risks of and knowledge for each particular role can help managers
relying on gut feel. treat all applicants fairly. More than that, it’s risky to rely
on the traditional face-to-face interview alone. Validated
A word of caution: this is not about lowering standards. No assessments provide the objective view that recruiters need
one is going to thank you for finding candidates that just to inform hiring decisions.
don’t fit the bill. This is about knowing exactly what you’re
looking for and being able to hire for potential, knowing Degree not required
those new recruits will become your perfect employees of Let’s get ambitious now. We’ve talked about not shrinking
tomorrow. your talent pool by avoiding bias. How about we make that
talent pool bigger?
Beware of bias
Just as redefining qualified is not about lowering standards, Many jobs have a stated prerequisite of a degree, but as we
it should not be about unfairness either. Bias—conscious look to redefine qualified, we must ask ourselves whether
or unconscious—can derail efforts to build diverse and a degree is really necessary in every case. Remove the
inclusive workplaces. AI has huge potential to facilitate need for a degree and your talent pool immediately gets
unbiased decision-making, if it’s built and deployed in the bigger. Once again, this is not about reducing quality, but
right way.6
asking yourself – is a degree really a determinant of a great
candidate for this role?
If you’re struggling to get enough good candidates into your
hiring process, bias that shrinks your talent pool is going to For example, for many technical roles IBM now looks at
make things even harder. And when bias shrinks your talent candidates who have hands-on experience via a coding
pool, it has nothing to do with candidate ability. boot camp or an industry-related vocational class, rather
than a college degree. When you redefine qualified, you
Ensuring your processes are as open and inclusive as focus on skills, not just qualifications. If someone has the
possible starts with candidate attraction. Put the wrong skill you need, then does it really matter whether they have
message out there, and you could cut your potential talent a degree or not?
pool dramatically. For example, if the wording of a job
description is predominantly masculine, it can deter women
from applying – immediately you’ve reduced your potential
talent pool by 50%.
Recruiting 2020: Transforming your talent acquisition process 10“The market for AI skills is competitive, so companies need to
open the pipeline when looking for talent. You don’t need a degree
for these types of roles. Many of our employees are learning these
skills via bootcamps or other industry courses.”
– Kelli Jordan, Talent Leader, New Collar Initiatives, IBM
Your challenge Your transformed approach
How do I get better candidates to apply for First, define clearly what you mean by better and what makes success in that role in your
our open jobs? organization. If you free yourself from the traditional approaches, you can embrace a new definition of
a qualified candidate. A definition focused on skills and potential, not just degrees.
How do I encourage more diverse In two words? Mitigate bias. And that means addressing bias at every stage of your hiring process and
candidates to apply? beyond. Ensure your organization is seen by the outside world as inclusive in both words and deeds.
Use AI tools to check for bias in job descriptions, assess your processes for adverse impact, and
highlight the changes that need to happen to meet your D&I goals.
How do I spot potential in a candidate? You don’t need to, I-O psychologists have done it for you. There are validated assessments that can
identify people with potential to become great performers in your organization. Using a validated
assessment adds objectivity and means you don’t need to rely on gut feel or even a crystal ball to be
able to hire well today.
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Recruiting 2020: Transforming your talent acquisition process 11Deliver differentiated experiences Recruiting 2020: Transforming your talent acquisition process 12
People who are efficiency. However, driving greater hiring efficiencies and
increasing personalization no longer have to be competing
satisfied with their
goals.
Engage every candidate
candidate experience Your recruiters may be hard pressed to find time for one-
on-one chats with all your early-stage candidates, but
are 38% more likely technology can help. And when it comes to job matching, it
can augment the ability of your recruiters.
to accept a job offer Kristina Deighan, head of talent attraction for ZX Ventures,
the global growth and innovation arm of Anheuser Busch
and 2x more likely InBev, found this to be true when she was tackling a
challenge her recruiting team was facing. As a venture
to want to be a firm within a larger global company, ZX Ventures is a
relatively unknown brand. Deighan’s team spent a lot of
customer of the hiring
time educating candidates on the company’s mission,
value proposition, and what they look for in candidates—
organization.7
and in a growing organization with complex hiring needs,
the demand for these preliminary conversations was
outweighing her team’s bandwidth. Says Deighan, “Let’s
say we can have conversations with 1-10% of the people
Ever shared a story with your friends and family about a
that are interested.” She wanted to increase the number of
poor retail experience you’ve had? It’s the same for job
people who could learn about the company’s culture and
candidates – your reputation as a great place to work is in
career opportunities while still ensuring a great candidate
their hands. Treat them poorly and they’ll be less likely to
experience. ZX Ventures turned to a Watson-powered
accept your job offer. Then they’ll spread the word so that
candidate assistant to handle some of those early candidate
others are deterred from applying to your organization too.
conversations, which both freed up recruiter time and
Candidate experience matters. Not only because it can improved the candidate experience. In just seven months,
help you fill open reqs, but it can also directly affect your the assistant has had over 4,000 unique interactions, with
organization’s sales. job seekers spending an average of 20 minutes interacting
with the solution. Deighan says, “We did the math and
Until now, you may have wanted to offer a very this increased our team’s capacity to answer candidate
personalized, attentive candidate experience, but been questions by 50 working days in a 7 month period, which
hampered by the time it would take your already pressed not only let us reach more people but also freed up time for
recruiting team. You may have even acknowledged that the recruiting team to focus on more strategic, impactful
right now you’re having to sacrifice candidate experience for work.”
Recruiting 2020: Transforming your talent acquisition process 13A personalized, chatbot-based conversation enables candidates to share their CV and have jobs recommended to them that fit their skills and interests, without any need for a recruiter. This frees up your recruiters to spend time with candidates further down the hiring funnel, improving recruiter efficiency and effectiveness without sacrificing quality. Help candidates self-select Job titles can be very misleading. A marketing assistant to you could be a communications administrator to someone else. A career site search function that relies on job titles could mean you miss out on some great talent. Rather than relying on job titles, you can now leverage AI to understand and interpret a resume and do the searching and matching for the candidate. By offering up job opportunities to a potential candidate based on their specific skills and experience, you reduce the likelihood that you’re missing out on that special talent you’re looking for. It’s all about making the most of that potential talent pool. Secure better candidates 93% of job seekers say it is important to be thoughtful and informed about all aspects of a company, things like culture, values, mission, etc. before they accept a job offer.8 Give candidates a chance to get answers to these questions before they even apply and you’re much more likely to secure candidates with the ideal profile for your organization. Even better, don’t rely on your recruiters having to answer these questions, allow your potential candidates to find out for themselves. A chatbot conversation that understands natural language can engage candidates, encourage them to ask any and every question that might occur to them about your organization, and that means you benefit from candidates that have already self-selected for organizational fit. Recruiting 2020: Transforming your talent acquisition process 14
“Candidates who believe they have had a “negative” overall
experience say they will take their alliance, product purchases, and
relationship somewhere else.”
– Kevin Grossman, President, Global Programs, Talent Board
Your challenge Your transformed approach
How do I improve candidate experience Use technology at the right time in the search and application journey. Early on, personalization can
without sacrificing efficiency? be delivered with AI solutions that are fun to engage with and informative. Making job suggestions
to candidates that are relevant to them, their experiences, previous jobs and skills, is about as
personalized as it gets. The right chatbot can also help answer those critical questions about
company culture and working practices for a candidate in the early stages of their job search.
How do I increase the number of quality Don’t make candidates work too hard. Ensure your job opportunities can be found easily by those
applicants to business-critical roles? quality applicants. With a quick CV upload, candidates don’t need to spend hours searching through
your job listings (or give up on a search in less time than that!), an AI solution does it for them and
in moments. And don’t stop there. When you give candidates the chance to have all their questions
answered via an intelligent chatbot before they even apply, you improve the suitability of those
candidates who apply.
See how AI can be used to deliver a differentiated candidate experience.
Explore the interactive demo à
Recruiting 2020: Transforming your talent acquisition process 15Take the next steps Recruiting 2020: Transforming your talent acquisition process 16
Your new mantra: traditional methods. Look at legacy technologies and
processes you’re using and think about modernization.
think big, start small, And don’t get caught up in budget constraints. There
is a very real opportunity to create a net effect if you
move fast.
make the leap to some of the newer technologies
that allow you to optimize and iterate on your existing
ways of working. You can very quickly recover costs
and it opens up a world of opportunity to put new and
As artificial intelligence and other new technologies
different approaches into practice.
help to automate tasks, support decision making and
personalization, and drive new ways of working, incredible 3. Start upskilling today. Invest in training and
opportunities emerge for the workforce at large. This is the knowledge-sharing for your people. Bring in
moment to rethink the way your talent acquisition team needed new roles. Foster new ways of partnering,
operates, where and how they spend their time, the type of collaborating, communicating, and augmenting with
new skills that your team develops, and your potential for technology. You will quickly feel the benefits from your
impact on the business. Don’t wait to get started. Here are investments.
four steps you can take immediately to get moving:
4. Find the right partner. IBM Watson Talent is a go-
to-partner for reimagining your talent acquisition
1. Pilot, pilot, pilot. Don’t wait until something is fully
process. Our expert team of industrial-organizational
baked. Don’t spend years and years trying to create
(I-O) psychologists informs the creation of all our
the perfect thing to scale to the entire organization.
products by guiding the collection and use of skills
Get things moving. That’s how you learn. If you
data, informing how to effectively use AI to augment
have a good idea, bring it to life quickly, let it build
human intelligence, and addressing HR challenges
momentum and grow organically.
like unconscious bias, proactive sourcing, and
2. Start changing the way you work. The role of the recruiter overload. Watson is not only the leading AI
individual in talent acquisition hasn’t changed much for business, but Watson Talent is custom-built for
in …forever. As you start to move forward, think about HR. It classifies and ranks skills across candidates
the different types of profiles you could have within and employees, evaluates an individual’s potential
the talent acquisition function: Agile teams that work for success and fit for job roles, analyzes and flags
in accelerated ways on project-oriented backlogs, potential bias, and much more.
focused on time sensitive, highly strategic roles; teams
who are augmenting cognitive and AI all the way With tools and methodologies that help your team
through your process—using data and insights to be incorporate speed, precision, and differentiation into
more forward looking; recruiters who are working on their sourcing and hiring practices, you can achieve better
projects and roles that are nine months out. Enhance outcomes from start to finish.
Recruiting 2020: Transforming your talent acquisition process 17Reimagine talent acquisition with the
power of AI
Hear from a transformed TA team Get insights like these in your inbox See Watson Talent in action
Kevin Blair, IBM VP of Talent Stay current on talent acquisition See how you can leverage data,
Acquisition explains IBM’s talent trends with the Smarter Workforce expertise, and technology to create
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References
1 Gender Leadership Group, “Talent shortage by 2020 –
Retaining Women, Millennials, Minorities, and White Men,”
February 2017. http://www.genderleadershipgroup.com/
the-inclusionary-leadership-blog/talent-shortage-by-2020-
retaining-women-millennials-minorities-and-white-men
2 Facing the storm: Navigating the global skills crisis. IBM
Institute for Business Value, December 2016
3 Jackie Wiles. “5 Places You Didn’t Think to Look for Digital
Talent,” March 2018. https://www.gartner.com/
smarterwithgartner/5-places-you-didnt-think-to-look-for-
digital-talent
4 Global Talent Trends 2019. Mercer, 2019
5 High-Stakes Hiring: Selecting the Right Cybersecurity Talent to
Keep Your Organization Safe. IBM Smarter Workforce Institute,
October 2018
6 The role of AI in mitigating bias to enhance diversity and
inclusion. IBM Smarter Workforce Institute, March 2019
7 The far-reaching impact of candidate experience. IBM Smarter
Workforce Institute, February 2017
8 U.S. Harris Poll commissioned by Glassdoor, April 2017
Recruiting 2020: Transforming your talent acquisition process 18@IBMWatsonTalent
#TalentTransformed
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