Finding the right balance of technology and personalization is key to attracting top talent, according to research released by ManpowerGroup Solutions, a division of ManpowerGroup Inc. (NYSE: MAN).

The report, “Swipe Right: Candidate Technology Preferences During the Job Search,” found 52% of candidates from around the globe would like to use mobile apps to apply for jobs from their smartphones. However, the report also highlights that personalization is key, with more than one-third of candidates saying that automated messages that are not personally targeted undermine an employer’s credibility.

“In today’s tight labor market, the candidate experience is paramount,” said Kate Donovan, senior VP of ManpowerGroup Solutions and global RPO president. “Career decisions are among the most important decisions people make and relationships matter. Technology can simplify the application process, but it’s no replacement for the human touch in attracting a candidate.”

ManpowerGroup Solutions’ report is based on survey responses from almost 14,000 workers in 19 countries.

The report found global trends and country nuances of candidate technology preferences vary by country, age and gender — from how they use apps to how they want to interview. Some highlights of the report include:

• In a single year, the number of candidates who expressed interest in applying to jobs via a smartphone app rose by approximately 30% in Mexico, 60% in the US, and 80% in the UK and Australia.
• 64% of millennials are interested in applying to jobs via a smartphone app.
• Nearly two-thirds of women globally are uncomfortable with video interview formats or providing a video introduction about their professional experience and careers. However, more than half of men are very comfortable with these technologies.

ManpowerGroup Solutions’ recommendations for employers include:

• Mobile applications may increase the number of applications employers receive but organizations will achieve the right fit for the role through a personalized and candidate-centric approach.
• Apps associated with job boards and professional social media are useful, but a series of new technologies have been developed that combine social media with recruitment. It is easier to meet candidates where they already are rather than insisting they try something new.
• Mobile apps will increase the number of applications employers receive, but the real value in technology is its use in sorting and prioritizing them. At a minimum. look for products that offer good tracking and analysis tools as part of the package.
• Knowing that gender is a factor in comfort levels with video interviews, smart HR executives should think broadly about interviewing techniques and technology.
• Make tips for successful video interviewing a resource available to all candidates to empower those who may experience trepidation about the format.
• Because of the relative ease of obtaining metrics, HR recruiting technologies are often evaluated on a cost-per-click or cost-per-applicant basis. However, these solutions can also broaden the reach of the organization’s brand message and build the talent pool.
• The technology that an employer uses (or does not use) at every stage of the recruitment life cycle sends a powerful message about an organization and its values to candidates. Chatbots should be an extension of an employer brand and be open and transparent that they are bots. They should complement human interaction, not replace it.
• Technology changes at lightning speed. Working with an innovation expert can help a company identify the best tools to achieve the organization’s goals, ensure that they integrate seamlessly with an ATS, and optimize their utility.