The Unilever brand, starting in July 2016, has revolutionized its way of recruiting, using the digital world’s potential to overcome the traditional channels. This is not a beta process and open to a few, but to all new junior- level entrants.
In an interview with Business Insider Mike Clementi, VP of Human Resources for North America said that “With its 170,000 employees around the world and with a portfolio of more than 400 brands, Unilever could no longer continue to hire in a traditional way.”
Going to universities, collecting any curriculum, scrapping those unsuitable for open positions is definitely a very costly business resource, both human and temporal, with uncertain efficiency for the company and candidates.
How to improve then? Using the tool that new potential employees have as technology reference in their online life: the smartphone!
By overcoming the very concept of Curriculum Vitae, Unilever has focused directly on Personal Branding. All through an initially traditional process, which opens by posting on Facebook and LinkedIn, and then submitting candidates to a dedicated site where to apply simply through their LinkedIn profile.
Once the application is executed, the data is processed by an algorithm that scans only requests in line with the location you are looking for. Unilever states that in 2016, there were only 275,000 in the United States alone.
If the candidates pass the Artificial Intelligence step, then the gambling step started, thanks to Gamification. The applicant’s smartphone is subjected to 12 games in 20 minutes, putting it to the test in neuroscience based activities that highlight skills such as concentration under pressure and short-term memory.
Unilever declares that thanks to Gamification, they are skimmed from 60% to 80% of the candidates. At that point, the last puzzle card: a video interview with pre-recorded messages.
An incredibly rich technology system: through the cam smartphone, various parameters are measured, such as tone of voice, the speed of response, the amount and variety of words and even the facial expressions.
At this point, how do you know … if the app gives ok, eventually the candidate will meet a recruiter of Unilever who will decide whether or not to take the candidate by the end of the day.
Apparently, the process is long and complicated, but it actually brings two sensible benefits:
- The company gets extremely motivated candidates in line with the required location. Unilever declares that 4 out of 5 candidates, landed at the human selection, are hired by the company. All this with a high probability that they integrate well into the work teams, thanks to the previous profiling.
- The candidate only uses a one-day interview, and no longer engages in multiple interviews. This means speed and high efficiency even for the candidate (an average of 4 weeks since the beginning of the selection, compared to the previous 4 months. A saving of 50,000 hours!)
After one year from the beginning of the experiment (July 2016 – July 2017), the Corporation declares more than 450 candidates worldwide recruited through the process.
- Applications have doubled in the first 90 days by comparing the same period from year to year: from 15,000 applications to 30,000 in the United States.
- The growth of candidates from 2,600 different universities, compared to the previous 840.
- Acceptance of the job offer by the candidate has risen to 82%, from the previous 64%.
- The completion rate for the 12 games is 98%, with an average score of 4.1 out of 5.
All of this positive data will lead to the extension of the technology recruitment process not only to junior but also to mid-senior managers.
For businesses and multinationals, it is very important to look for all the new systems that technology allows to accommodate a wide and diverse number of candidates, saving time and maximizing their operational efficiency.
In addition, other giants such as Goldman Sachs and Walmart are using Gamification and AI to attract candidates, always with great results.