How AI helps create more personalized candidate experiences
We are on the frontline of a complete revolution in marketing automation. Everything is changing because people see the opportunity to do things differently. It’s about reinventing every aspect of how a company engages with their audience — it’s the complete journey externally and internally.”
Oftentimes, people forget that there are people behind the brand or company or job seekers they are targeting, and it’s crucial to consider their interests, challenges, and feelings. What do they go through? What are their struggles? We have to start by changing the area of which we work and influence every single day we go to the office. Because of data, we’re still operating in this paradigm of metrics, budgets, and points of view of what marketing is supposed to be. However, that’s already changing. We all have different mindsets, and that’s creating an experience divide. That’s why there is a disruption in the world today – change is affecting how we talk about business.
It is no longer optional to deliver content that’s highly personal and relevant. It’s a must.
Your competitors are providing it and your audience is demanding it. They’re even willing to opt in for it, at times. Yet they’re frustrated that despite all of the data being collected, it’s not being used to create more personal experiences. Companies that ignore this advice will pay the price. Irrelevant experiences can easily turn away customers. And bad experiences are just as costly. According to a report by Accenture, U.S. companies lose $1.6 trillion each year from customers switching brands due to bad experiences.
The good news is that artificial intelligence can help. While it might seem counterintuitive, AI makes it easier to empathize with your customers, communicate with them one-on-one, and anticipate and deliver what they want. AI can help you discover the people behind all the data — allowing you to connect with them through deeply personal, relevant, and engaging experiences.
Artificial Intelligence (AI)
Before diving further into how AI can help you create more personalized experiences, let’s go over the different forms of modern day technology.
Artificial intelligence (AI) is the field of computer science that studies how to make computers good at new types of tasks – particularly tasks that until recently could only be done by human beings.
Machine learning (ML) is a subfield of AI devoted to creating programs that improve their performance when you give them more data, rather than requiring the improved performance to be programmed in by hand.
Deep learning is a set of ML techniques that are loosely modeled on how neurons in the brain communicate with each other and adapt to new data. When trained on very large amounts of data, deep-learning systems can identify objects in photos, recognize faces and facial expressions, describe the style or mood of an image, and perform any number of other humanlike tasks – all at high speed and at scale.
AI allows you to personalize experiences at a speed and scope that’s never been possible until now. That’s because it performs millions of calculations in an instant. Then, through machine learning, it builds on what it already knows, anticipating and encouraging actions that provide a higher level of value to customers. It does what humans can’t — and without human error. From there, it uses this information to make decisions about what content to deliver, when to deliver it, and to whom it should be delivered, so that the digital experiences you create are automatically and instantly personalized for each customer.
Artificial intelligence as a whole allows companies to put candidates at the center.
One of the gateway uses of AI being customer excellence throughout the organization — really understanding the customer, bringing those insights to bear in everything you do, from designing products to thinking through the customer lifecycle.
As companies and brands continually get used to the amount of data as customers reach out to them, being able to use that data throughout the ecosystem — we now have that power. And it can really transform things. It can really change your organization to someone who is putting the customer first.
When you think about empathy and its definition, it’s really about trying to put yourself in someone else’s shoes. To understand what they’re going through. That’s what we should all be trying to do as brands — connecting with our human being candidates. We all want empathy in every aspect of our lives. And it shouldn’t be any different when it comes to the brands we spend money on.
Learn exactly who you’re talking to
According to media analyst Brian Solis, people use their phones 1,500 times a week. spend 177 minutes on their phone per day. This new reality has turned people into digital narcissists, a.k.a. Generation-C (connected). Why wouldn’t they? Mobile media makes us feel connected and empowered. It’s the perfect medium for personalized marketing. With the mountains of data mobile devices create, you have no excuse to not understand your consumers. What are their goals? Where are they going? How is their lawn looking?
Of course, it can be difficult to pull the profile of a person from that pile of data. However, machine learning can draw insights from this information. By integrating machine learning with marketing personalization, you can increase engagement enormously. However, with all this said, one thing to always keep in mind is: in order to develop ongoing relationships, one must build candidate trust.
When AI makes humans better, you’ve tapped into the real power of the technology — to deliver more empathetic experiences. The key is to pay attention to what your customers are telling you. When you do, you create a smoother path to their desired destination. And also to your own, whether it’s higher conversions, retention rates, or loyalty in your brand. As you can see, artificial intelligence is an (ironically) effective way to bring humanity back to your marketing.
Keep in mind:
Human-Centered Design: Unbiased data to learn. Who are your unique audiences? How do they talk? What do they value? What are their immediate and longer-term challenges? What are their goals/aspirations?
Learn Intent + Context: Learn the questions they ask, who they trust, where they go and understand devices/times/preferences/attention.
The Hero’s Journey: Redraw their lifecycle journey and identify key moments of engagement – design for mobile-first engagement.