As human resources has matured into a strategic business function, technology has become its backbone. This is particularly true within recruitment, where technology captures data about the complete life cycle of talent — from the interview stages, to hiring and induction, and for performance management and exits. It also helps organisations implement standardised, integrated talent acquisition and management strategies across borders, optimising talent management with ease and transparency.

And because many companies set aside large budgets and build entire teams around finessing their digital footprint, the business’s online presence cannot be undermined. How you are perceived online can determine the kind of talent you attract and acquire. As the talent landscape becomes increasingly competitive, organisations need to strengthen their focus in these areas to ensure they’re top of mind of the best candidates.

Employer branding investment

With the war for talent heating up, many organisations — large and small — are already implementing employer branding strategies to position themselves as an employer of choice. This is a critical component of a people strategy as it helps them target, attract and recruit the right talent while strengthening their employee retention. To launch an effective employer branding initiative, HR professionals need to carefully consider their target audience to build a strong communication strategy and determine which media platforms to leverage.

Results should only be expected in the mid-to long-term … and remember not to be transactional. Today’s top candidates look beyond the scope of the job — they want a sneak peek inside your company’s culture, values and working environment. Strong employer brands are the ones with a triple bottom-line approach — people, planet and profit. Their people and environmental responsibilities are the focus areas and profit is a derived factor.

Better decisions through analytics

One of the most altering ways in which the HR function has evolved is through the use of leveraging data and talent analytics for better business decisions. But while most HR professionals understand the importance of analytics, few actually successfully tap into it. The most fundamental change is the way you analyse data — predicting what might happen in the future, rather than analysing what has already happened! At a micro level, employers can refine their approach on online job boards or professional networks by monitoring trends and studying data.

They can identify the types of talent viewing their pages, consider if it aligns with their target audience, and make necessary adjustments to ensure success. Technological solutions offer insights of varying levels, but when applied can make a real difference to candidate outreach. At a broader organisational level, smart HRM technology is helping companies create blueprints to better develop existing talent, identify productivity loopholes for workforce optimisation, and reduce administrative burdens through streamlined workflows. It provides empirical evidence on where HR teams actually stand and where they need to head, specifically to systematically plan future workforce strategies or modify current ones.

Don’t lose the human touch

Technology brings about efficiencies, but the key to differentiation lies in the human touch HR can provide. Regardless of your employer branding strategies, it’s the little things that back up your organisational promises. When candidates receive a phone call in the initial stages of the interview process, it speaks to the company’s desire to engage past emails. When a hiring manager writes a note of thanks to candidates who didn’t make the cut, it demonstrates their appreciation for the person’s time.

Online job boards and professional networks, among other tech platforms, are the first step to attracting the best candidates. But it takes genuine leadership and a ‘human element’ to set your organisation apart from others. Dedicate resources to these three areas and you’ll find your organisation in a better position to attract and retain the talent you really need.

This article was first published on gulfnews.com