The term artificial intelligence has been around for 75 years.
Long enough for computer experts to exploit its potential by designing software for machines to learn from data how to perform human-like tasks.
We’re talking about driving a car, ordering products we as “owners” didn’t even know we needed and, of course, hiring employees we might have overlooked.
Whether managers at Apple or Google consider AI in hiring process functions to be as important as marketing, we may never know.
But today, Artificial Intelligence is transforming the processing of HR functions like recruitment and application scanning, sorting, and rating.
As for artificial intelligence in marketing, just think of Siri or Alexa if you have any questions about its success.
This blog will break down a little science behind AI and more:
Four Challenges of Applying AI in Recruiting
Algorithms only go so far and setting up an AI system can be a challenge.
1. Upfront cost issues
Some managers will always balk at high-cost outlays for new or unproven products, no matter the benefits.
Regardless of the ROI of installing AI, the prices are going to be an issue.
2. Training and gaining engagement
Although bringing AI to your recruiting process is likely to have positive results, there’s a need for ongoing training.
HR departments may fear that implementing AI will destroy their current efforts or even replace workers. That’s unlikely.
However, getting employees on board with new technology is challenging.
Upfront integration and step-by-step change explained thoroughly will increase buy-in.
Understanding the output is also necessary for the optimal performance of AI, and training HR personnel to use the new system will take time.
3. The need for data
AI doesn’t work right off the bat. Collecting data is a daily aspect of AI and teaching the algorithm to learn takes time.
Managers and IT specialists need to interface appropriately with the data collected to benefit the recruiting process.
Deciding on which data to collect and the appropriate AI learning levels needed is also a must.
4. Losing the human touch
Although successful AI implementation can extend the boundaries of applicant interaction, there’s a learning curve.
First-time chatbot interaction by applicants can be complicated, and some users may prefer human communication.
Fear of using new technology can make HR jobs harder, but candidates may also be negatively affected if they don’t feel a human connection.
This could result in the loss of quality recruits.
Three Success Stories of the Implementation of AI in the Hiring Process
Many companies worldwide have implemented AI to refresh, speed up, and enhance their hiring process. A decade of results is primarily positive.
It’s honestly kind of wild how fast these systems are evolving. Just a few years ago, people were nervous about AI taking over basic screening tasks, or assuming that algorithms couldn’t possibly “get” what makes a person tick. But now, we’ve got some companies trusting an algorithm to catch things they might miss—niche skills, obscure experience, or even just personality fit that a quick scan of a resume won’t reveal. Obviously, it’s not perfect, but it’s fascinating to see how the attitude has shifted from skepticism to something closer to curiosity, maybe even cautious optimism.
That said, I’ve heard from a few recruiters that not everyone buys the hype. It sometimes feels like if you’re not “AI driven,” you’re behind, but tech alone won’t solve all hiring woes. Some organizations genuinely struggle just to connect a new system to old HR databases, or to get their team to trust what the new tools are spitting out. Realistically, there’s always going to be a bit of growing pains, and maybe a wave of nostalgia for those quirky, serendipitous interviews we used to muddle through. Streamlining is great, but sometimes the mess was half the fun, right?
Unilever strengthened with AI
Unilever, the Dutch-British consumer-goods company, has had dramatic recruiting results by having candidates start their interaction online by playing games.
The neuroscience-based games on the Pymetrics platform engage candidates who submit their LinkedIn profiles to gain access.
Enough data is collected in 20 minutes to ascertain if their results match the specific jobs available.
If they do, they move on to the second phase of screening before any in-person interaction.
According to Mike Clementi, VP of human resources for North America at Unilever, applications surged from 15,000 to 30,000 in the first 90 days after the AI process was implemented.
Recruiters spend just a quarter of the time previously needed on screening, saving millions.
Streamlined evaluations at IBM
IBM, with 350,000 global workers, has a never-ending recruitment task.
Their AI systems prioritize the process of finding the right people for the correct positions.
A significant function of their recruitment AI is taking job market data and job applicant information to predict the time necessary to fill positions.
That data also flows with the AI’s ability to mesh required skill sets and applicant skills described in resumes.
The confluence produces scores that predict future job performance and thus top candidates for recruitment.
Netflix and AI for content creation and recruitment
Netflix is best known for its streaming entertainment system, using AI to effectively cull definitive information about its viewers and their habits to offer what they consider the most efficient content.
At Netflix, that means the cost of the content isn’t nearly as significant as the company’s cost per hour of viewership.
Netflix applies the same dollar cost analysis to the use of AI in HR functions.
For several years now, the company has increased its hiring speed and reduced overall HR recruitment costs by allowing algorithms to find just the right fit for clerical, management, and even content creators.
The savings greatly outweigh costs related to HR artificial intelligence software costs in HR recruitment.
Wrap-Up: AI in Hiring Process Might be the Way to Go
Now that you’ve seen what works to make AI successful in the hiring process, like saving time, reducing costs, finding the best candidates, and some challenges like getting employee buy-in and upfront costs, you can make better decisions on its uses in the workforce.
Because of the success of huge companies like IBM and Unilever, all things point to AI continuing to expand into even more aspects of the business world.
If you’re ready to learn more about AI in business applications, check out our recorded webinar about the role of AI in marketing.
It has the special participation of Paul Roetzer, founder and CEO of PR 20/20 and the Marketing Artificial Intelligence Institute.
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