Companies in the UK are risking their employer brand by becoming less emotional in the hiring processes due to the ease of digital communication, according to research by global talent acquisition and management firm, Alexander Mann Solutions.

The firm’s research revealed that while digital channels make it easier to contact wider talent pools, many organisations are failing to use these platforms to engage candidates with the brand, instead opting to take the approach of contacting many in the hope of finding a few. Alexander Mann suggests this removal of the more emotional human interaction will only damage a company’s employer brand in the long-term.

In its 2016 Global Recruiting Survey, Alexander Mann Solutions found that 5% of recruiters pick up the phone to try to reach new talent, with the majority preferring online channels to engage with individuals. However, this approach has led to an increase in spamming activity, with 72% of candidates not responding to this type of contact, an issue that can create negative feelings from an applicant’s perspective.

“Digital is the way forward in talent attraction and management, but there is a real danger of falling into the trap of behaving like a robot rather than a person,” Adam Shay, Director of Consulting Services, at Alexander Mann Solutions, said. “We cannot forget that the end-to-end journey a candidate takes when searching for a new job is an emotional one, and that there still needs to be a level of human interaction and personalisation in order to truly engage and attract the future workforce.”

“As we digitise the content that a candidate consumes, we should be mindful that we’re replacing traditional interactions, such as face-to-face networking and telephone interviews, that are felt. We must find ways not only to retain this feeling online, but also capture how people are feeling as they progress through our digital recruitment process.”

When asked by Staffing Industry Analysts about how recruiters can retain a level of human interaction and connection while using online and digital recruitment tools, Shay exclusively commented to SIA:

"While online and digital recruitment tools can be invaluable in improving efficiencies in sourcing, assessment and compliance, they should not mark the end of human interaction in the recruitment process. Skills such as problem solving, initiative, clear communication, creativity, social skills and critical thinking are core competencies which differentiate us as human beings. When you consider the complexity of the human brain, with its secrets that science cannot yet fully unlock, it is clear that these are (currently) nearly impossible to replace with technology. Cultivating relationships, particularly with passive candidates, requires a level of emotional aptitude beyond the remit of machines to successfully engage with this group. Even Google’s head of Artificial Intelligence, John Giannandrea, recently went on record to say that the “holy grail” of AI is a computer system with human-level intelligence, capable of understanding language and context. "Amid this technological revolution, recruiters should focus their attentions on training and development within their teams as well as polishing up their own skills so that they can capitalise on digital developments now, rather than falling behind the competition. While we now have the capabilities to create a learning brain, we cannot create a heart and soul. And as any recruitment professional will know, it is the human element of the role that provides not only the most challenges and frustrations, but also the greatest rewards. "While technology can be a great enabler in creating a solid shortlist that is firmly aligned with a role’s core competencies and a wider strategic workforce plan, there really is no substitute for human instinct when it comes to keeping candidates engaged or making a final decision.   "Over the past decade the recruitment process has changed exponentially, with increasing levels of compliance and legislation eating into the time that a recruiter can spend with their candidates. Ultimately, the latest digital tools finally allow recruiters to get back to what they do best – building relationships with professionals so that they can change lives."