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Three interesting ways that AI is changing the hiring process



You can barely turn around these days without hearing something about artificial intelligence or big data technology. Many experts predict that AI tech is going to be one of the most influential developments of the modern age, touching every part of people’s lives from their health, to the way they buy things, all the way to how businesses are run.

Chances are that you have heard about how AI can improve marketing efforts by attracting more customers from all walks of life. But, did you know it can also help your business run better internally?

HR departments are starting to embrace AI into their hiring processes and are seeing all kinds of positive outcomes. Ideal’s report on AI-driven recruiting found that businesses that incorporated this technology into the hiring processes saw significant financial benefits. These included higher revenues per employee hired, and a 75% decrease in the cost of acquisition!

Curious to know how your company’s hiring process can be totally changed for the better with AI? Let’s dive in.

Creating a more strategic searching process

Attracting qualified talent to apply to your available positions requires some good marketing skills, which is clearly something AI excels at. Its ability to gather and analyse large sets of data can help recruiters target the best talent out there almost instantly.

But AI is not just helping hiring managers find great candidates; it is helping job seekers match up with job opportunities based on their skill levels and experiences. Online resume tools like Resumonk make it easy for applicants to create well-designed resumes with templates to upload, along with keyword recommendations that simplify the process of AI-assisted tools picking up on and matching credentials. From here, candidates can upload their resume on job sites, such as which uses AI technology to match up candidate profiles with available positions based on their experience and skills.


Finding great talent consistently tops the list of recruiting challenges for HR teams. Plus, it takes up a lot of time to manually browse through candidate profiles on job boards. By incorporating big data technology, both job-seekers and hiring managers can make the process of matching up much faster and more efficient.

Builds a smarter qualification system

The process of narrowing down applicants to only the most qualified can be lengthy and time-consuming. Ideal’s previously mentioned recruitment report found that most recruiters pass on up to 88% of the resumes that are submitted. AI can make this process much faster through smart automation that filters applications quickly and precisely.

AI can also take the qualification a step further than just making sure that their education and past job experience fit the bill. Many HR teams are also using AI-backed pre-employment assessment programs to narrow down the candidate pool and provide them with more job-specific information regarding each applicant’s skills, strengths, and weaknesses.

For instance, the online program Pymetrics applies neuroscience data into job-specific tests to measure each candidate’s capabilities. Once the applicant completes the assignment, their answers are analysed with AI tools that identify personality traits, attention spans, and overall competency to measure their likelihood of success. This information benefits both recruiters and candidates because it allows both parties to determine whether or not the position would be a good overall fit.


Recruiting teams that use AI tools to qualify candidates before meeting for an interview also have a better chance of making the smarter final decision. Ideal’s report states that data-driven HR teams had 35% lower turnover rates and 20% higher productivity from their hires when AI tools were used to qualify them.

Offering a more intelligent interview experience

While the interview process still currently requires human-to-human interaction, it does not mean that AI can’t play a role in it. Some hiring managers are actually incorporating this technology to analyse candidates during face-to-face or virtual meetings to make their hiring decision even smarter.

The Unilever Corporation has been making the most of AI technology with their hiring process by using it to measure a candidate’s personality and even determine their honesty during interviews. Job applicants first meet with HR managers via video interview, where AI technology measures their tone and facial expressions to assess more information that the candidate may not necessarily disclose on their resume.


Other companies are using chatbots to ask the initial interview questions for them. As AI technology becomes more sophisticated, businesses can infuse their chatbots with emotion and personality that can be used to interact with candidates and perform initial screening to narrow down the pool.


While many people fear that their jobs are in jeopardy as the robots take over, the truth is that AI will be affecting the nature of employment before it impacts employees. More and more businesses are incorporating this technology to improve their recruiting strategies and find more qualified talent to bring on board.

Time will only tell how AI will change the business landscape as we know it, but it is certainly apparent that it is already transforming the recruiting process. The benefits of this technology are clear with faster, smarter, and better recruiting strategies and more effective qualifying systems that are helping both candidates and HR teams make smarter decisions.

Interested in hearing leading global brands discuss subjects like this in person?

Find out more about Digital Marketing World Forum (#DMWF) Europe, London, North America, and Singapore.

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Who should take advantage of IGTV first?



YouTube has had a near monopoly on the long-form video space — until recently. Instagram’s IGTV is here and it looks like it could be a formidable competitor. IGTV is the popular social media platform’s very own vertical video app, which is designed to allow brands, influencers, and creators to post longer segments; allowing for videos up to one hour in length, compared to the previous length of only one minute.

IGTV will almost certainly develop as a bona fide YouTube competitor, at a time when YouTube may be in its most vulnerable state. Here are the most likely reasons why:

IGTV could be a brand safety oasis

YouTube is especially sensitive to IGTV at the moment due to brand safety concerns. For the past year, YouTube’s biggest challenge has been assuring advertisers that their buys will be safe. At one point, 250 brands stopped advertising on the platform altogether. And, while almost all brands have returned, and YouTube has invested heavily in being a better partner, half of advertisers say YouTube has done a poor job with brand safety and managing inventory quality.

For IGTV, this is a gift. Though it has been careful not to say so explicitly, Instagram will likely be positioning IGTV as a more curated and brand-safe environment than YouTube. Brands want an alternative in light of safety concerns, so they’re looking at options from Snapchat and other premium publishers. We see this in our own spend data, with YouTube ad growth almost completely flat; increasing by just 0.2% from January to May.

So, what can brands do in the interim, whose main concern is brand safety? The instinct is to be cautious. But that may not be the right answer. Instead brands should be clear and firm with expectations. Brands first to market will be able to push Instagram to be brand safe – to demand it – and IGTV has the opportunity to challenge Google Preferred by providing brands with a transparent, brand-safe solution to YouTube’s shortcomings. However, the platform has to prove it by example first.

YouTube has made significant strides in showing advertisers that they are taking brand safety concerns seriously (e.g. the implementation of whitelist and blacklist technologies, partnering with DoubleVerify). IGTV has to be brand-safe out of the gate — or at the very least, safer than its competitor — to draw those advertisers away from YouTube.

Advertisers will like IGTV for performance

Beyond brand safety, IGTV could beat YouTube on performance. Over the past two years, the demand for performance by digital media has exploded. Last year, brand frustrations culminated when P&G and Unilever, two of the world’s biggest advertisers, dramatically cut ad spend due to concerns around transparency and ROI. Ad budgets are being scrutinized more than ever and a growing number of operations are being taken in-house.

This ties back to IGTV and YouTube in a few ways. First, according to ANA data, influencer marketing has surged. Seventy-five percent of brands are spending on influencers and nearly half will increase spending in the next year. Why? Sixty percent say they’re happy with the performance they’ve seen, with Instagram being the second-most popular channel for influencer programs, just behind Facebook.

Instagram has established itself more strongly as a performance channel than YouTube and it offers an unmatched ability to drive purchases. That’s an advertiser’s dream, of course. A recent study, reported by RetailDive, and conducted by Dana Rebecca Designs, revealed that 72% of users have made a purchase decision as a direct result of something they saw on Instagram. YouTube, by contrast, has helped with purchase decisions already planned. If Instagram can deliver similar performance through IGTV, advertisers will come calling.

Retail brands, specifically those that are significantly reliant on online shopping, should realign their budgets to make IGTV a priority, as IGTV will be a great resource for driving the right type of customers toward a purchase.

Instagram is growing, while YouTube is not

Unfortunately for YouTube, brand safety isn’t the only major challenge it has grappled with recently. In addition to ad growth, viewership numbers have begun to slow down. A few months ago, major channels and influencers on YouTube saw their monthly views stall. An analysis by eMarketer echoed this pattern, noting that YouTube’s audience growth was 13% in 2016 but only 9% in 2017. According to the report, “YouTube viewership is nearing saturation in many markets.” Those numbers are likely to continue to erode.

IGTV, by contrast, is only just getting started. Its growth prospects are bright. Instagram’s user base is growing by 5% each quarter. The company recently announced 1 billion monthly active users. YouTube has more at 1.8 billion, but Instagram hasn’t shown any signs of plateauing. Also, consider that consumer tastes have shifted towards vertical video as mobile viewing has exploded. IGTV is a vertical video-first platform, while YouTube only added vertical video compatibility in January. The viewership trends are in Instagram’s favor, whereas YouTube is playing catch up.

YouTube could wonder about its ability to maintain audience numbers if top stars and influencers desert it. At its core, Instagram is a social network. YouTube, by comparison, is not. Most come to YouTube for personalities like Smosh and Jenna Marbles. But if the personalities go away, so do the viewers.

In recent months, some influencers haveeither left the platform or chosen to diversify their content across challenger services such as Twitch. As YouTube tightens brand safety and copyright controls in an effort to calm advertisers, creators are concerned that the cleanup is leading to “viewer suppression” and demonetization. IGTV has already partnered with popular influencers such as King Bach and LeLe Pons for its launch, and any blowback among YouTube’s community of stars will only help it attract more creators.

Tread cautiously

IGTV’s opportunity to become a brand-safe, performance-driven, vertical video alternative to YouTube isn’t just hype. That being said, brands should remain vigilant during this time, and not act on impulse once IGTV decides to monetize. Some may be tempted to dive right in, due to the influencer-heavy list of content creators on the platform, but IGTV will have to prove it has learned from the woes of its competitor, before it can truly outshine YouTube.

Todd Krizelman is chief executive officer of MediaRadar

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Group Nine centralizes branded content team with launch of an in-house studio



Group Nine Media is bringing its branded content strategy under one roof with the launch of in-house studio Brandshop.

The digital publisher announced today (11 December) that Brandshop will bring together the creative services teams across its four brands — NowThis, Thrillist, Seeker, and The Dodo — and the branded entertainment piece of its production studio Jash.

Group Nine president Christa Carone said centralizing everything will better inform the outlet's editorial strategy.

"The campaigns, the videos, and all of the programs we're developing are entirely informed on the insights that we're seeing from the audiences that engage with our editorial content. So, when an advertiser asks what young are people interested in, [we have a] robust set of data to be able to answer that question in an informed way," Carone told The Drum.

According to Nielsen, Group Nine reaches over 80% of US adults in their 20s. Group Nine brands earn more than 140 social engagements each month, per Listen First Media.

Yosef Johnson, senior vice president and head of Brandshop, will lead the new studio. He called it a "holistic new shop" across Group Nine's four brands.

Group Nine is the latest media company to push a brand content strategy. Condé Nast recently set up its own agency and brand consultancy in the UK.

Carone said Group Nine is seeing "very healthy, double-digit growth" in the area, and that as a social-first publisher it has a unique position in offering branded content.

"We lean very heavily into the social platform. It's one of the reasons we know advertisers want to work with us, because we are known in the marketplace as being one of the most robust social-first publishers, so our learnings from that are helping advertisers better understand how they can engage with younger audiences on social," Carone said.

Digital media currently stands on some shaky grounds as it competes for advertising dollars with giants such as Facebook and Google. BuzzFeed's chief executive suggested a merger among media companies could help publishers better compete.

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Marketing Day: Facebook’s ad tests, Alexa’s email feature, Hulu’s OTT ad marketplace



Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

From Marketing Land:

Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:

Online Marketing News From Around The Web:

The post Marketing Day: Facebook’s ad tests, Alexa’s email feature, Hulu’s OTT ad marketplace appeared first on Marketing Land.

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