Jo Vohland (00:13):

Hello everyone. My name is Joe and welcome to today's session Revolutionizing Career Sites. We'd like to begin by acknowledging all of the people and lands we're dialing in from today. For me, that's the Bunurong people of Malau where I am down on Philipp Island and we pay our respects to elders past and present on all of the lands and nations we're dialing in from. Now, let's say hi in the chat, you'll notice up in the top right corner, you'll see a little chat button up there and this is where you can say Good day and tell us which company you are with and where you are dialing in from today. This is also what we're going to be using for q and a. So if you have a question, this is where you can pop question in upper caps, and then that way I'll be sure to see it.

(01:10):

Okay, now we just want to make sure chat is enabled actually. So Jenna, can you maybe just check that for me? That'd be lovely. Can see everyone dialing in now, which is fabulous. There we go. Chat's enabled. Hello from Singapore. Hey Queen in. Now we're going to be, like I said, we're going to be using this chat throughout the session, so if you do have a question, pop question in upper caps and that way I'll be shorter spot for you. Nice and easy. Now it's time to introduce you to our guest speaker for today. Steve Parker of Paradox. Hi Steve, how are you going?

Steve Parker (01:53):

I'm doing well. How are you? Great to be with you.

Jo Vohland (01:56):

Yeah, good to have you here. Now your team has been busy rethinking career sites and one might say they have been right for disruption for a little while now.

Steve Parker (02:06):

Exactly, yeah. We've basically been re-imagining these legacy technologies through a conversational lens. So we've been in the lab kind of rebuilding these using conversational AI to really drive some of the engagement pieces that we're going to talk about today and helping revolutionize these sites. I'm looking forward to presuming the content and talking to the webinar today.

Jo Vohland (02:29):

Fabulous. Now, we might jump in here and ask our audience online to tell us in one word, how would you describe your current career site? So on one side, is it clunky, one way, static boring on the other side? Is it personalized storytelling? Is it conversational? Tell us in one or two words how you would describe your current career site. Crap.

Steve Parker (03:09):

Work in process. I love that.

Jo Vohland (03:11):

I love the honesty. Basic Rowena work in progress. I like your little acronym there so you're able really to get three words into one. I love it. Static side eyes. I can always rely on a great comment from you. Hi. Well Steve, share with us what you and the team have been up to and what we can expect for the future of career sites,

Steve Parker (03:40):

For the future of career sites. You can continue to see more conversational, natural interactions on career site, the use of generative AI more and more in the future for more contextual engagement of candidates and more empathetic career sites as well. So there's some really interesting things in the future of that as we go through too. We'll talk about some of those topics.

Jo Vohland (04:02):

Love it.

Steve Parker (04:05):

Great.

Jo Vohland (04:06):

You've got some real world examples you're going to be sharing with us today. So McDonald's, FedEx, I know that McDonald's is a customer here for you in Australia and they, along with Deloitte and Optus and Metcash and IAG bunch of others are using your Olivia, your AI powered recruiter to do the screening. I have it on good authority that McDonald's may be the first cab off the rank shortly for the conversational career sites.

Steve Parker (04:39):

That's what I hear as well. We'll keep everybody tuned in for that one very, very soon. Give some updates.

Jo Vohland (04:47):

So who's using the conversational career sites in the us? I know this is really taking off over there,

Steve Parker (04:53):

Quite a few. So as we go through topics today on our next slide, we're going to jump into that topic. What we're going to hit today is why are our career sites really ripe for disruption? We're going to talk about the why behind that. How do you actually transform these sites with real world examples and how you put this into play and then a look at a couple of real sites as we go through that as well. So from a paradox perspective, here are a lot of US companies, some global ones that you're going to recognize, but we just want you to know you're a great company when you're working with Paradox on these career sites specifically. We've been building career sites for over 10 years at Paradox. You'll see some brands you may know in here, but also there's some regional sites that we can't quite talk about yet that coming. We'll be bringing to the table as well very soon.

Jo Vohland (05:39):

Lovely. Yeah, I do see a few that are Pizza Hut. I'm having flashbacks to 1988 eating in a Pizza Hut restaurant now, Steve.

Steve Parker (05:54):

Exactly. So these are a few of the clients that are utilizing this today and there are some more to come as you can see here. But a lot of these are global clients brands we've worked with for a long time and we'll take a look at a couple of those today. So in paradox, as we dig into this as well, we think of things as re-imagining some of these legacy technologies. You think of CRM, applicant tracking systems, we think of that as a conversational platform and career sites is one of those pieces. So today we're going to look specifically at how we're thinking about career sites, our point of view on that and some real world examples of how this actually works. So digging into it to start here, right off the bat, why are career sites right for disruption in the marketplace? So as we get into it, coming up to our first poll here, take, we'd love to understand what are some of the challenges you you're facing on career sites. So I think we're going to pop up a poll as part of this. We've had this type of feedback from our clients. We're interested to see if you're facing the same thing. So for love for you to go through the poll and Joe, let me know when that completes out and we get some of those results back.

Jo Vohland (07:02):

So you should be able to under interactions if it hasn't popped up on the screen, you can pop to interactions and I see people answering that now,

Steve Parker (07:12):

Seeing some great responses on that. Yeah,

Jo Vohland (07:15):

Lack of personalization is a top response at the moment there.

Steve Parker (07:20):

Love it. I think you're going to like the kind of content that we're working through today then definitely.

Jo Vohland (07:25):

Lovely. So

Steve Parker (07:27):

I'll continue on. Once that poll wraps up, Joe, let me know and we can take a look at potentially some of those results.

Jo Vohland (07:33):

Great.

Steve Parker (07:35):

So career sites are right for disruption for a few reasons. Now I'm going to flash some stats up here for you so you can see that. But basically it's a lot of the things you've already put into the chat, right? They're very static today. Career sites have become extremely bulky, sometimes 50 to a hundred pages on a career site. Very difficult to navigate for users. The content is not very engaging, it's not dynamic and it's not really personalized to users today. Those are some of the biggest aspects of why we believe they're ripe for instruction in the marketplace. If you look at some of the stats, the average website user only visits really two pages. That means you have a very limited amount of time that you can engage them and give them great content and keep them on your site. That also means if you have 50 to a hundred pages on your career site, they're likely not going to get visited.

(08:23):

So you may have spent money you didn't need to. We also know that across the industry, $36 billion is being spent on advertisement with only about 20% conversion rates and that's on a good day. So we definitely want to up the return on investment if you're spending that kind of money promoting your brand, promoting your employee value proposition. Addition to that, Google says a good time to spend on a career site is really around two to four minutes. And really with those aspects, you want that content if you could keep someone that long on your site to be engaging, to be personalized to what they're looking at. And so these are some of the core reasons why we feel like career sites are ripe for disruption in addition to the other elements that we talked through. So on the next slide, we want to think about the old way.

(09:05):

So let's talk about the paradox point of view on some of these things. In the past career sites have really been more is more they've been wy wig editors, drag and drop, very templatized sites, every career site looks like the other career site, especially depending on what technology partner you're working with. Someone used the term static before, which is absolutely true. One thing I'll introduce here is really one way. A lot of times people can enter information through old school forms, but they don't really get anything back. And if they are those bulky, huge sites, they're very time consuming. So when Paradox thinks about it, when we've been re-imagining this and we're thinking about how to revolutionize this with conversational ai, we think conversational is better. We actually think less is more. So you don't need these bulky career sites. You can actually narrow that down to smaller sites that are more engaging.

(09:52):

We want to give a white glove service to the candidate that's visiting the site through personalization and through the content that's served up to them on the front end. And for our clients that are utilizing these as well, take the work off their plate, that paradox, take care of that work for you. We want to be simple and interactive and some of the keys to those pieces are what you see on the right hand side. You want that content and the experience to be very dynamic. You want your search to be optimized versus search based. In other words, bring those personalizations to them, surface that content to them. It should be built for mobile and tablet and then desktop and that order because that mobile experience is where people live today and you need to increase that conversion through conversation. So that 20% we saw earlier is not great. So if you could up that 20, 30, 50, 90% in some cases for our clients, increase those conversions through conversation and then remove some of the friction points in that process for the chat, be able to chat to a community or chat to an apply process as well. We think these are some of those key factors. So when we think about, go ahead Joe,

Jo Vohland (10:55):

Let's go back Steve, because I've got the results of the poll here, so we'll just see how this matches up. So according to the poll of the people online, we've got 32% say it was lacking in personalization, 26% is poor user experience. We had then 18% limited search functionality and yeah, complex application process, insufficient mobile optimization. So yeah, we did have one comment to say, is there a way to tick every single one of those?

Steve Parker (11:38):

There actually is a way we're going to walk through today. That's great to hear. I actually a little surprised on the complex application process. That's a little lower, 15%. So that's an interesting one to me, but we'll talk about that a little bit today as well.

Jo Vohland (11:50):

Great.

Steve Parker (11:53):

So let's talk about the paradox approach to career sites and then we're going to jump in a moment to show you how this actually works and how you put this into practice. So for us, if you're working with a technology partner, there needs to be a great partnership between that they need to understand your EVP and your brand and those aspects of what you do. And that partnership needs to be easy, right? The easy partnership between them, tight partnership that understands your brand, but also the site they build for you has to be easy as well for your candidates to use. Secondary to that for career sites, we think this should be a 24 7 experience. So you have the right to disconnect in your region. So as part of that, your recruiting assistant or your conversational AI can work 24 7 answering questions, engaging scheduling, interviews, running, apply processes for you even while your teams are asleep and over the weekend.

(12:44):

And then the third piece is you need that candidate insight. You need to understand where candidates are coming to your site, what questions are they asking, what are they curious about? Who's converting from a lead to an applicant and then an applicant to a hire, right? Those are the type of candidate insights you need. So we think about these as three kind of pillars for us from our conversational sites perspective. So how would you actually transform your site with conversational ai? So what we're going to jump into here is thinking about creating an experience for one, right? So in the mindset when you think about how do I actually do some of the things that we talked about in the poll that we looked at, how do we tick all this boxes, think about that from creating an experience for one and start from that mindset.

(13:28):

It's going to help you formalize that thought. So if you are going to make a great career site experience, what are some of the aspects that go with that? So I'm going to give you a couple of key ones and then we're going to look at a site that actually ticks all the boxes that we've talked about earlier. So we think personalization of the content and the job recommendations both make a lot of sense for career site. You need to remove friction where you can and make it a seamless application process or a seamless process to join, say a talent community if that's something that you utilize. Obviously mobile friendly and then we have to make it accessible for anyone at all levels to access your site. And then it needs to be inclusive from a multilingual and other perspectives as well. So let's take a look at an actual site here for dynamic content.

(14:17):

Now this is McDonald's actual site. As we scroll through this, I'm going to pause the video for one second, but when you want an engaging personalized conversational site, you want to think about your EVP first. I've heard that described as employee value proposition a couple of weeks ago was at a client site. They described it as employee value promise, which I think is probably an even better way to say it, but you want that to be dynamic, not in just the conversation but in the content. So you also want that to be bespoke and customized to your brand end to end. You don't want your site to look like everyone else's site. So as you look at McDonald's and we scroll through this, you'll see things like soda bubbles, you'll see things like melted cheese on this aspect here. As you continue to scroll down, you'll see everything for them.

(15:07):

The content's changing, it has great videos, it has great graphics, it has sesame seeds. You can see the floating bubbles on the site, right? This is literally McDonald's brand end to end and customized bespoke specifically for them. But not only is the site itself engaging and not huge by the way, this is only a five to seven page site. So it's not massive, but the conversation happens. So if you think about conversational AI and the recruiting assistant, you can ask questions like tell me about McDonald's culture. And in the context of the question that they actually ask, we can serve up that content in real time. So they search across all the different parts of your site or this 50 pages to find anything. Not only can we serve up content for almost any question that you want to ask to answer that 24 7, we can also serve up job descriptions and let them search on jobs and then through that process directly apply as well. So when we think about representing your EVP and your brand end to end, we think about dynamic site itself. But we also think about the dynamic content you see here. This is a mobile first experience. So if somebody switches to a phone, it goes right into a natural conversation that feels very, very human. This keeps curious job seekers interested and engaged in your site and gets you that two to four minutes that Google says they should be on your site.

(16:23):

That's one level or two levels of personalization from the site itself and also from the job search. But what if you could take it maybe one level deeper and you could actually let someone through your recruiting assistant upload their resume, right? And then give them job recommendations. So as we talk about earlier, moving away from the search aspects and moving more toward search optimized, not search based. So as you're looking through this, what's actually happened is someone is talking to the recruiting assistant, they're uploading their resume. Once they've done that, it extracts the information from it creates a profile and actually goes through and recommends job for them on the fly. So they don't even really have to search for jobs if these match their exact criteria. That's one other level of personalization. So checking one of the other boxes we saw in the poll earlier that you can do for a candidate so they don't have to necessarily search through thousands of jobs.

Jo Vohland (17:14):

Now we should say that McDonald's hires 2 million people per year and the number of applications that the successful 2 million come from would just make your eyes water. And in the past having a chat with the former head of hr, former head of people at McDonald's in the us, he was saying that there was a lot of people who just weren't being engaged with at all. There's obviously your people who are checking you out haven't necessarily applied the ones that did apply, there were a lot of people just not being communicated with and for such a big global consumer based brand that's super dangerous. So we should point out that Olivia who's having the chat here is actually your AI conversational bolt, although we have a nice human face there attached and you can call Olivia whatever you like. She's got many names in many companies. Exactly. But can you share for maybe McDonald's or other organizations, Steve, when are most of these conversations, interactions and questions happening? Is it Monday to Friday, nine to five when the recruiters at their desk? Is it 11:00 PM on a Sunday night? What is the spread of time for these interactions?

Steve Parker (18:39):

Yeah, I'd say 60 70% of those probably happen during the week, but you'd be surprised based on the industry how that changes over the weekend. So many people are maybe Sunday night dreading their job on Monday, doing a lot of searching and asking questions on Sunday night happens on Saturdays very early mornings, very late evenings. And so we can actually produce heat maps as part of that. So you can see where those conversations are taking

Jo Vohland (19:01):

Place. Amazing. Yeah, fabulous.

Steve Parker (19:04):

And that other level of personalization you mentioned is great too because you can change your avatar to whatever you need to. Some people use a human form, some people have used robots. We've had everything from Chester or Cheetah to other things around that for people that do that level of customization as well.

Jo Vohland (19:19):

Now Steve, just quickly we've got a question here from Caleb. So he's saying who processes the most conversations from interest to scheduled interview in a mass hire setting with paradox, would it be McDonald's is having the most conversations? Is it T-Mobile? Is it who? FedEx?

Steve Parker (19:40):

Yeah, it's likely somewhere between FedEx and McDonald's. Those are massive employers. We also have a large client called Compass Group. They hire 500,000 to 1,000,002 million people a year through those. So those are some massive conversations that are happening in one point in time and as we speak actually on their sites.

Jo Vohland (19:59):

Great question. And Willa is asking, does Olivia draw content from within the site and a PS? So where is all of this content drawn from that she's able to serve up?

Steve Parker (20:11):

Yeah, multiple places. So we'll do job feeds that come from the applicant tracking system as an example. That's part of content that we can serve up for jobs, pulling data from resume as you see here when it's been uploaded. We also have an entire knowledge base we call our CMS, which is actually Olivia's brain that comes out of the box with 500 plus questions and responses and those pieces. But you can actually develop that as much as you want and develop that out. It's also one of the first places we're going to be using generative AI to be able to upload content, have generative read that content and then be able to multiple places, multiple sources. But the key place is probably our CMS and knowledge base on the backend

Jo Vohland (20:52):

Right Now. One more question before we move on to the rest of your content. Marin wants to know how does paradox handle GDPR with candidate information? So who owns the data? Is it Paradox or is it McDonald's?

Steve Parker (21:07):

Usually the client that owns the data in those situations. And then GDPR is built in. So if you need GDPR, that'll be part of the terms and conditions that come up directly through the conversation that'll be stored against the record. And we also have data retention policies that can be done at the candidate and other levels within our platform that handles it for us.

Jo Vohland (21:27):

Alright, fabulous. Let's crack on.

Steve Parker (21:29):

Yeah, great questions, love it. So as we go to the next piece here, and you'll see the FedEx site, and I'm going to pause this for a second, but as we get into another level of personalization, not only are you able to maybe target some of the job pieces we saw or upload a resume and recommend jobs. In addition to that, we built in more advanced functionality for FedEx called commute time calculator. So what that basically lets you do is for another level of personalization you can put in your location, you can decide what your commute time you want that to be and then you can pick your type of transportation across that and then whatever mode of transportation, including traffic estimates will actually tell you the jobs that are closest to you. So you can customize that to the commute time that you want.

(22:12):

So as we continue this through, what you'll see in the video is you can either detect the location or put that in. At that point they're going to pick what they'd like their commute time to be. So 45 minutes and drive and they apply that. That actually brings up jobs. They're within the time limit and the commute time that they looked at. So as you can see your six minutes, 14 minutes, six minutes. And so that's just another level of personalization that people don't have to search through jobs and location. They can pick their type of commute time, what they want it to be and personalize the job recommendations to come back to them for that aspect.

(22:48):

So let's move on to Optus. So regional client that we could talk about here, they actually added in their recruiting assistant, which they call career mate. So they customized it for career mate. They were able to take some of their disconnected process from the front end from interview scheduling to the applied process and make that an end-to-end seamless experience. So what we're going to do is pop over to another slide that's going to play a video for about a minute so you can get a feel for that frontend experience up through the apply process. Then I'm going to stop the video, jump in with a few real world statistics of how this actually made this so much better for their organization, how it improved some of their aspects, and then we'll finish out the video. So enjoy.

Jo Vohland (23:31):

Great.

Steve Parker (24:38):

Okay, so I'll pause the video for a second. What you've seen the first half of that process where she's able to find a job, she's able to go through the applied process, but some real world statistics and impact for them utilizing conversational AI on their site. Two big pieces that it impacted. Number one, it transformed their candidate experience as you can see via the video. Number two, boosted some efficiency and productivity for their internal teams. So a couple stats around that, once they added career made to their site that ended up giving them 24 7 support, all that question and answer process we talked about earlier as well as seamless interviewing scheduling, right? So that narrowed down process, it increased their application completion by about 90%. So we saw the 20% earlier. So for them it increased at 90% and actually it led to 166% increase in their applications per job because it's way more easier to engage.

(25:27):

There is no forced registration on the site. As part of that process, not only did it give those great stats, but it boosted some efficiency for their internal team. So a great candidate experience, which is amazing, but it also boosted efficiency and productivity for their internal team. So through automating a lot of the tasks like screening and scheduling and some of those aspects, q and a answering on the front end, it estimated around 5,000 hours that saved their team annually for what they put into place also reduced their time to fill roles by about 20% because they had faster screening scheduling process to that.

Jo Vohland (26:02):

I mean those old school days where I say does Monday at two o'clock suit? No it doesn't. How about Tuesday? And then days go by bouncing backwards and forwards like no one misses that, right?

Steve Parker (26:17):

Nobody at all misses that, right? So this is more real time scheduling. Rescheduling is part of that. And what I liked about this too is throughout the process they can actually get real time candidate feedback and adapt the process as they're doing it. So you've seen Zoe come in, Zoe has applied, it looks like they've assessed the application, they're going to progress her forward. Let's see if she gets the job. So great candidate experience all around and that let you get a quick glimpse into the end-to-end process related to that.

Jo Vohland (28:00):

And no human here except for the actual real part, right? The interview.

Steve Parker (28:08):

That's correct, right? And I think if you combine the aspects we just talked about for conversational AI through the candidate question and answer some of the things you've seen here and we'll take a look at in other slides too, but questions 24 7 answering that for the candidate. You also apply conversational layout, AI to your job search, allow candidates to search or upload the resume for job recommendations. That begins to transform as well. And then from that, once people have engaged and been able to find the job, you want to take out the friction in the applied process or in ways that people may join your talent community as well. So they search their job and applied. If you can take out that friction in the chat to apply, take out those old school forms from your applicant tracking system, turn that into a conversation, a more natural experience, people are more likely to engage. That's why you saw the dramatic increase in optis numbers because they were able to allow the apply process through what you see here. Combining these three things together with a dynamic site with your conversational AI is amazingly powerful and has those kind of impacts for every client that we implement these things for. So these are key pieces of how you would do that. Steve,

Jo Vohland (29:19):

One thing that kind of didn't seem obvious at first and then it seemed entirely ridiculously obvious was fontera, right? And this would been very similar with FedEx as well, is that you go, are van drivers or truck drivers really wanting to do all of this? And the answer was like, yes, they're literally sitting on an existing run or delivery. It's not like they're sitting at their laptop in their office, they're wanting to chat and apply and ask questions on the run throughout the day. And so the mobile optimized element just really works for some segments, much like the high schooler who wants to work at McDonald's and zap securer code at the local store. We're seeing this more and more now, this shift to mobile rather than desktop, right?

Steve Parker (30:23):

Yeah. People are out and about, they're traveling their drivers, they want to engage on their mobile device, they may see a QR code, they may use a short code, long code, all those different aspects to be able to engage from brick and mortar, from signs, from advertisements through just multiple ways to allow people to engage. I like to think of it as many doors to one house and that's their preferred way that they

Jo Vohland (30:45):

Engage many doors. In fact, we've got Marin from fonterra online today saying, nailed it. Thanks. Thanks Marin. Yeah, that was a big light bulb moment for me. I'm like, of course. Of course they want to do on their mobile out on a run waiting for a delivery. It makes sense.

Steve Parker (31:02):

Yeah, exactly. So let's take a look at accessibility as well.

Speaker 3 (31:10):

Hi, I'm Olivia, your virtual job assistant at McDonald's. I can help you apply for a job. You can ask me anything about our business culture team and more by replying. You agree?

Steve Parker (31:22):

So I'll stop it there, but you can see the screen reader and use here. So we need to make sure we're engaging individuals of all abilities that they can use your site, right? Technically, yes, career sites should have that capability, but this really is a very high coding standard as well. So you need to make sure who's developing your site actually has the capabilities to do that and understands those WCAG compliance aspects as well. So paradox arts sites are compliance with these, but this is a huge part of what we want to be able to deliver as well in addition to that, not only the accessibility piece, but if we're attracting more diverse talent pools, multilingual is extremely important. Now most people just think about a site being multilingual, but when you're using conversational ai, you have different levels of how you want to think of this.

(32:11):

So your recruiting assistant, no matter what you've named her, Olivia or Cass in some cases and other things that we've seen, has to be able to speak multiple languages. So for paradox, our assistant can speak 130 plus languages already and we can add more to that if we need to. We can also target people's browsers. So if they're coming in and they're say their browser language is Spanish, we can detect that Olivia can start in Spanish or in addition to that, if they come in, maybe English is the language they've selected and they engage in a different language, Olivia can begin to speak it back to them as part of that process to make it seamless. That's one aspect which is your recruiting assistant, right? The other aspect you need to think about is the site itself. That site needs to be multilingual and global, meaning that should include any of the standard languages you can think about, but also right to left languages and symbol based languages as well.

(33:03):

Those are sites that are truly global in nature, right? Multilingual at multiple levels. So very, very important from a career site perspective, and we're going to take a look at an example of that in just a few. So not only would you want to engage at AIDS on your site with all the things that we've talked about, right, and all the conversational AI aspects, but you also may want to increase lead flow. If you think about talent communities that are typically used to proactively build talent pools, right? Maybe even before you have headcount, maybe you're going to open a store or a new location and you want to build that out. Talent communities are a great way to engage or you may have people that just aren't quite finding the job that they want, but they can also show interest in your organization without applying. So we've built talent communities directly into this process as well for what we do. So I think we have another quick poll here to go through. We're just curious, do you use any automated technology to manage talent communities today or do you have talent communities? Just as a quick poll, we could pop up,

Jo Vohland (34:04):

We'll jump up to interactions again to answer that one and maybe Steve, while we give people a moment to answer that one, there was another question in the chat from Caleb and I hope I've understood it correctly, but obviously Olivia engages a lot on screening and interview booking and confirmations. Does paradox have anything in the roadmap for the actual interview itself? For Olivia to be able to perform the main show in the future

Steve Parker (34:40):

From a roadmap perspective to be able to, we've actually tried that and worked through that and we've actually found the human experience is better in those aspects to have that conversation. One-on with the human, our conversations with our assistant lead to quicker conversations with humans so they can actually interact and get to the human parts of what they do in recruiting. And so giving them time back to actually do that is part of our value prop.

Jo Vohland (35:04):

That makes so much sense.

Steve Parker (35:06):

Yeah. Any other quick questions?

Jo Vohland (35:10):

No, I think we've still got a few coming in, but it's looking like 38% don't have a talent community do use automated technology to manage. So we're saying no. So they've got a talent community, but no, they're not. Only 15, 16% are saying yes. So it's either a, no, we've got a talent community but we're not automating or we just don't have one at all. 5%. Does that surprise you?

Steve Parker (35:40):

Not exactly. It depends on the region of the world where people utilize talent networks with talent communities. So that does kind of make sense, but it is an awesome opportunity to continue to engage. So great feedback from the poll there. So let's dive a little bit deeper into it. So from a talent community perspective, if you wanted to utilize this for talent pooling, what are some of the challenges with talent communities out there today? Think about that. So related to that, number one is sustained engagement. So you don't want this to turn into a black hole where candidates just submit their information through an old school form and you don't get back to them. So you want that sustained engagement. You want to automate that process either 90% or 20% depending on what type of talent you're engaging. You also want a personalization at scale.

(36:26):

So my wife has been in finance forever and I've been in technology forever. So if I joined a technology talent community, I want that type of content, that type of interest, that type of information sent to me on a regular cadence. She wants finance pieces. If you do that with me for finance, I'm going to fall asleep. That's just not my background. So you want personalization and scale and being able to engage in candidates because of what interests they've shown you. And then finally, you want to use, if you have sustained engagement and personalization at scale, you want to be able to see that conversion from lead to applicant and applicant to hire, right? That's the entire purpose of your career site is to engage those candidates, communicate with them, convert them to leads to applicants, and then applicants to hire. So if you're thinking about some of these challenges, how do you actually set up a career site for talent key building, right?

(37:17):

We've got some tips on that we can talk through. Number one, friction. I think removing friction has been a constant theme through our slides here that we've talked about. So you want to remove friction wherever possible, make it a seamless opt-in process. So we talked about GDPR in the states CCPA, other regulations across the globe make it easy for 'em to opt into that process and engage with your talent community and then you need the ability to segment that talent. So we mentioned the financial and the technology. When those come through, not only do you want to segment by those, but you want to further segment probably by additional skills and abilities, so segmentation so you can personalize that experience even further based on the unique candidates. Then finally, you want to automate wherever possible. Again, you may want to do 80% automation or 20% automation depending on the type of talent you're engaging with and you want to make actionable nurturing campaigns, give them cost to action.

(38:10):

So if you look at how conversational AI can actually transform that process for you, a couple of key factors here. So how does it make it easier for them? With paradox for example, you're able to build very customized talent communities to your niche talent. So we talked about the financial and the technology talent communities. You can build those individually, they can have their own path, their own communication as well. And you can do that via chat on your site. You could do it for hiring events, potentially you could do it in pre or post applicant process and you can do that in multiple languages. So you're removing that friction, that barrier to entry to get into your talent community. Also, if someone's searching for a job, you don't want them to get frustrated. So you can actually use your assistant to pop up and say, Hey, you've been searching for a job, it looks like you may not be finding what you're looking for. Would you like to join our talent committee until you find a great fit?

Jo Vohland (39:01):

It's like a little concierge there, isn't it? Pointing you in the right direction. One thing I'll say is I find that career sites either have not enough information, there's nothing of big value there. Or a little while ago there was this obviously the big trend of segmenting. And then what happens though is without a tool like this to serve up the right content becomes a needle in a haystack. It's some of the sites that absolutely overwhelming, they've done a commendable job with going out there and saying, oh, this is the experience for a truck driver and this is the experience for corporate and this is the experience for sales and this is the experience for finance. But it's absolutely overwhelming once you get on the site and you end up going down weird rabbit holes and can't find what you're looking for and find your way back. So this kind of makes so much sense in terms of the ability to truly deliver the correct personalization path.

Steve Parker (40:05):

Yeah, exactly. And if you're having a conversation and it's a natural process for that, that segmentation happens automatically and dynamically. So it's not using for the candidates, but that's a great point.

Jo Vohland (40:17):

And I think the other talent communities that are attempting to happen overwhelmingly seem like this kind of one-way communication shout out. It's like here's going on in our company, here's why our company is great. Here's an article on this, here's an announcement about that. And it's extremely me, me, me, and it doesn't actually feature the candidate. It's not nurturing, it's basically just kind of vomiting corporate information at them, which I actually would find very offputting, which is kind of the exact opposite of what you are aiming for to begin with, right?

Steve Parker (41:00):

Yeah. And it's usually very generic, which is also offputting, it's part of that, that personalization scale makes so much sense. And then you can utilize this for silver medalist type candidates. So you have great candidates, they don't quite applicants, they don't quite get the job, but you still want to engage in or maybe you have an alumni that have worked at your organization before, you'd love to reengage in your applicant tracking system as well. Great use cases for talent communities overall. Great.

(41:26):

So on the backend we talked a little bit about segmentation, but you want that to be automated. So from a segmentation perspective, when you're working with technology, you needed the ability for it to filter and segment based on key attributes. Those key attributes may be anything from interest you've asked them about to previous job titles or current job titles, skills they bring to the table as an example, any of those aspects to be able to filter in segment. But you want that to be dynamic because you don't want to put additional work on your recruiters or your sources plate. So let the technology take care of that and then engage at scale via a strong and robust workflow engine. As you can see here, there's a data analyst community and IT transformation and also within that slide you'll see an SAP consultant one as well.

(42:12):

And so let the technology handle those pieces for you automatically segment them and then you can engage them for workflow and utilize your campaigns to engage as well. In addition to that, if you're going to run campaigns, there's a couple of particular pieces about this that we would recommend. From a technology perspective, you really need three ways to be able to do that, right? You need SMS texts, which is probably the most impactful way you need email. Traditional still works in some scenarios, but text is typically the way to go in conversation. And then with Paradox, you can get both of those, plus you can have a conversational call to action so you can send them back to a page to talk to your recruiting assistant and engage them in that way. So you get three different channels, three ways to do this. The reality with these is we live in a TikTok Instagram world, so you only have about 30 seconds to a minute to engage someone and to capture them, you need to let them know what you're there for, what you need from them and give them a way to engage. So text is still the best way to be able to accomplish that for individuals.

(43:17):

Additionally here, if you really want to supercharge it, what we've done at Paradox has added something a bit innovative into this as well. So with your job alerts, and we can do conversational job alerts too, but as part of your talent community offering, it's completely optional if you want to do this, but you can use our trade apply platform, which is a visual assessment. We show you pictures and all you have to do is say me or not me in about 90 seconds. You can make it optional, but you can give back for the first time ever in a talent community, you can give back to the candidate, let them take a personality or a career interest assessment, make that available to them on the site to download if they'd like to from that perspective. And then not only you're giving something back to the candidate in real time, you can also store that data and enrich the record on the back end as part of the platform. So that just supercharges your talent community and your job, other adoptions as well.

(44:08):

And then down the final stretch here, how do you track some of these things? So if you're utilizing this data, you're collecting it, you're moving people through process and you're automating where you can in this and streamlining and removing friction, you have to be able to track these things. Really three key elements I can think of. Source tracking is one, your site analytics are also important. Then finally, campaigns. So just a quick view from a Google analytics perspective, last year we moved to Google Analytics four. That's directly integrated to a paradox site. You can use your tracking pixel, we can use ours for tracking option for GA four, but you need to be able to see how your site's performing. Some of our sites have 5 million to 10 million visits a month, unique visitors or hits a month, right? Major traffic moves through that. You want to know how your site's performing, you want to know what sources are coming through.

(44:57):

You want to know what regions people are coming in from so you can continue to enhance and improve your site. Secondary to that, if you are running campaigns, you need insight on how that's working, how many messages have you sent, how many people have opened those? How many people are unsubscribing? And then how do they move forward? Are they moving forward in the process? Is your campaign really being effective and you converted them to leads and then to applicants and then to hires. So you need that type of insight. And then finally, from a tracking perspective, source tracking is important. Back to the 36 billion we saw on previous slide. If we are spending that kind of money, we know some of you're spending a lot of money on your advertising, your job advertising, your recruitment marketing aspects, how are you tracking the effectiveness of those sources?

(45:45):

So with paradox or technology you're using, you need to be able to track multis segment campaigns through UTM parameters, multis segment, UTM parameters, pixel tracking as well on your site, advanced analytics on those and customization of that process so you can tweak it to your specific needs. So in paradox, we have standard dashboards to be able to accomplish that or is an example customized reporting that we do for many of our clients on source tracking as well. So finally, who wants to do this with Paradox? So about 200 plus clients at this point for us have really worked with Paradox to really help us put together we can help them put together more impactful career sites with really less to manage. What I wanted to do for just a couple of minutes is show you a couple of live sites here. So I'm going to switch out of unshare my screen, I'm going to share my window so you can see what this actually looks like.

(46:41):

We should be able to see that again now. And then I'm going to go over here to FedEx. So we talked a little bit about FedEx just to show you their live site. As I scroll through this, a couple of key aspects that we talked about. This is bespoke to FedEx. You will not find another site that looks like this in the world. It was built specifically in design for them. If you look at life for FedEx, an example, and you scroll down through this very great images, very customized to what they need. This is a multilingual site. So as I go into English here, now if I had my browser set as Japanese, it would've picked it up. I can pick Japanese as an example here. And the site changes to that aspect throughout the entire site. This particular site happens to run 16 different languages, right to left languages and symbol based languages is part of this as well.

(47:28):

So it a true multilingual site. In addition to that, the customization levels go deeper. So if you look in career search, here's that commute time in real time that we saw from earlier in the video, but that level of customization actually goes down to the job level. So if I were to look at this job, the way this job detail page works can be customized to the way that FedEx wants it to look right now. You'll notice the contrast when I move off of the site. If I go to T-Mobile, they're very magenta, have an amazing brand, very recognizable in the US for sure, but their site is very unique to them, how it looks and feels. Their avatar, their recruiting assistant is actually called cas. And so some of those terms and conditions come up and when you search their careers, it looks and feels much different from the filtering and options you saw in FedEx.

(48:19):

But as you scroll down here too, and look at one of these customer service agents, their entire job experience looks completely different. So it's highly customized to them. And then finally, just to show you another quick live example, yes, this is the dynamic side you saw in the video earlier, but when we talk about little details of customization and bespoke, see the cheese melt and the hover over the button, right? That's the level of bespoke customization that we're talking about related to career sites, very end to end. And then we talked about the dynamic content piece. So I've asked a couple of questions in here, but I've asked about culture and who's your CEO and it serves all this content up to me without me having to navigate the entire site. So just wanted to take you out and show you a couple of those live actual sites, the level of customization we're talking about and the level of differentiation from McDonald's to T-Mobile to FedEx, very, very different looks and

Jo Vohland (49:18):

So impressive. And honestly what the world has come to expect now as well, right? Because these are the kind of experiences we're having as consumers and Netflix viewers and so forth. It's time that really translates over to the job search. Now, before we wrap up, Caleb's got another question. So going back to the resume, upload into the chat tool, which he thinks is very slick, what is the uptake of that feature? Are there any particular demographics that use it the most? Is it drag and drop? Is that a standard out of the box kind of feature?

Steve Parker (50:00):

Yeah, great question. It is a standard out of the box feature with the site aspects of what we do. The demographic, I think it's less probably about the demographic and more about the industry, right? Higher volume type roles like McDonald's, right, are not likely to have a very extremely robust resume. So they wouldn't really have a need for that drag and drop feature for resumes. More professional type roles, which we can handle as well would have a need for that where they have resumes in place or more full-time roles if you think about it that way too, or more professional roles would have a need for that to be able to upload. But we've also built our widgets. So if you see your recruiting assistant, we can turn on and off the resume upload per assistant. So you may have a specific section that's for high volume that doesn't require it. And another specific section for your jobs is you segment your jobs out that are professional roles where you would turn it on. So there's a couple of different aspects you can utilize there as well.

Jo Vohland (50:54):

Great question. Yeah, there's one more that's just coming in to say, if we're using the kind of AI-based career sites, does that also support non skills-based hiring? So where you're essentially hiring for potential and behavioral attributes, does that kind of come back to the tradify element you shared earlier?

Steve Parker (51:14):

It does. And so specifically around that, if you want to make that a reduced application, for example, very simplified engagement on that side, but you want to add things like Tradify for cognitive psychometric or you want to use personality or the career interest assessment, you can actually utilize that to enhance that process as well. So it can work for that. Absolutely.

Jo Vohland (51:37):

Lovely. Well, I think that is all the questions that we've had come through and we are right on time. So Steve, thank you so much. It is truly impressive what you're doing and I'm really excited. You obviously have a lot of clients in the US and other parts of the world using this. I'm very excited that we will soon have it here in Australia. I know you are underway with that rollout. Thank you to everyone online who has joined us today and asked some great questions. This video will be made available. We will send it all out to you in the coming 24 hours. And we'll also have it up on the A TC website as well. Steve, thank you so much illuminating.

Steve Parker (52:27):

Thank you for your time, everyone really appreciate it.

Jo Vohland (52:30):

Lovely. Take care. Great. See you soon. Bye-Bye

Steve Parker (52:33):

Bye.

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