“Give the candidates the knowledge that they need, in the suitable format on the proper time. Make them curious so that they wish to know extra, so that they at all times have a superb feeling and know why you’re the suitable employer — or not.”
It’s so simple as that claims Florian Schrodt, Employer Branding Chief, at Verkehrsbetriebe Zürich (VBZ). With over 1 million passengers a day, VBZ retains the residents of Zurich on the transfer with their tram and bus companies.
Nevertheless, the VBZ recruitment group discovered that bus and tram “pilots” as they name them, are troublesome to recruit. With 1500 functions normally leading to simply 70 new hires. To not overlook that in addition they want to rent engineers and digital expertise to maintain the corporate evolving.
“We aren’t only a transportation firm. We’re engineers, architects, builders and a lot extra. So we attempt to present a multifaceted large image of our world of labor – together with our residing world. The secret is the context, why we’re concentrating on giving info that is stuffed with details and feelings as effectively. Storytelling is the important thing. In our job postings, but in addition on our web site normally, that may be a storytelling hub and centerpiece of our actions.”
When Florian Schrodt was given the aim of bettering hiring, he set his give attention to making use of a Contextual Candidates Expertise to the VBZ candidate journey. He set out a plan and evaluated what wanted to be completed to generate higher hiring outcomes. Obstacles in his means consisted of a strict utility course of, as a result of cognitive and behavioural elements of tram and bus pilot required for these positions. Along with a strict timeframe to draw and rent new recruits.
“Our utility course of continues to be a bottleneck the place we attempt to enhance our conversion. Due to our advanced job panorama we nonetheless have lots of media breaks. “
Trying on the whole candidate journey Florian made an inventory of which candidate touchpoints wanted optimization. Trying on the definition of a contextual candidate expertise, he knew extra transparency was required on the function expectations and an instantaneous communication expertise. VBZ’s careers web site was fully redesigned and streamlined, his group started publishing movies that confirmed the day-to-day lifetime of VBZ staff, they even held profession festivals on the VBZ trams.
Now that candidates had been getting a greater understanding of what was anticipated from the job, they nonetheless couldn’t at all times get an instantaneous reply. At this level Florian set out searching for communication options, the thought of utilizing a chatbot got here up.
To be sincere, I had not been an enormous chatbot fan earlier than as a result of I hadn’t seen one which labored earlier than or I used to be happy with. When the thought of implementing a chatbot at VBZ saved arising, that’s once I turned to jobpal, who I noticed doing thrilling issues with Deutsche Telekom.
Taking a vital take a look at how a chatbot fell into Florian’s contextual candidate expertise philosophy, he started to see how the expertise might work. Implementing a chatbot meant that candidates might get instantaneous entry to instructional info each time they wished.
A chatbot additionally offered an extra communication channel to have interaction with clients and faucet into a brand new potential worker base. All whereas offloading the duty of answering repetitive questions from candidates and giving extra time again to recruiters.
As conversational AI and machine studying continues to be a brand new expertise, jobpal held a workshop with Florian, the recruitment and advertising groups at VBZ HQ. For 2 days, they regarded on the whole candidate journey and put collectively a roadmap. The aim was to make sure the chatbot wouldn’t simply enhance the candidate expertise, but in addition impression hiring outcomes. As soon as the roadmap was laid out, jobpal began implementing the chatbot onto the VBZ careers website.
Now that their candidate journey had undergone an enormous transformation, what outcomes had been they seeing? Curiously, the group noticed fewer functions however extra high quality hires. This reveals the significance of high quality over amount on the subject of recruiting for VBZ. By offering function transparency and an instantaneous communication channel with a chatbot, candidates can resolve whether or not or not an open place is for them inside minutes as an alternative of additional alongside the pipeline.
Moreover, Florian was in a position to faucet into a complete new set of expertise insights due to the chatbot on their careers web site. Because of the FAQ automation characteristic, that is when the chatbot asks and solutions questions from candidates, he might get an genuine perception into what candidates cared about, what their needs had been and who they had been.
It’s wonderful how good you get to know the goal teams due to their enter and the probabilities to enhance the solutions in real-time. Particularly by way of the Corona disaster it was an awesome plus. That’s contextual candidate expertise at its finest.
General, contextual candidate expertise can have a huge effect on who you rent, the way you rent and the standard of hires. One other level that Florian’s story validates is how a contextual candidate expertise technique that features a chatbot can enhance your expertise communication technique.
Florian is continuous to convey new concepts into VBZ’s candidate journey, which incorporates increasing the obligations of the chatbot that can save much more time for the recruiters and implement new options that can assist candidates apply quicker.