HR Process Automation: How Artificial Intelligence is Shaping the Future of Recruitment

Recruitment process automation is becoming increasingly common, with artificial intelligence (AI) playing a significant role in it. Companies are using AI to analyze CVs, conduct initial interviews, and optimize recruitment campaigns. While this technology significantly speeds up and streamlines processes, it also raises questions about its impact on the labor market and the role of recruiters. Is AI really the future of recruitment, or does it pose a threat to traditional methods?

In 2019, IBM became the first company to use artificial intelligence (AI) to create an entire advertising campaign. They used their AI system, Watson, to design, create, and optimize the ad, including choosing content, text, images, and the soundtrack. This trend has gradually been adopted by other organizations, including Coca-Cola, Nike, Amazon, Unilever, and PepsiCo. 
In March 2024, Pracuj.pl conducted a study titled "The Impact of Technology on Work and Recruitment," which found that the HR and staffing sector, after Marketing, is the second industry most concerned about the growing influence of AI and process automation. The main concern is undoubtedly job loss and the recognition of one’s work as redundant. But is AI in recruitment really just a curse?

Artificial intelligence is increasingly influencing recruitment processes, changing the way organizations acquire, assess, and engage candidates. Introducing AI into recruitment brings numerous benefits, from task automation to advanced data analysis.
 

Automation in Candidate Screening

One of the first and most common uses of AI in recruitment is automatic CV analysis. With the help of the right algorithms, systems can quickly scan hundreds or even thousands of applications, comparing them to the requirements of the job. This is nearly an ideal solution for companies conducting large-scale recruitment. An example is the Applicant Tracking System (ATS), which uses AI to compare keywords in CVs with job requirements and highlights the most suitable applications.
However, AI in recruitment is not just about document analysis – the technology has also been applied in direct interaction with candidates. In 2017, L’Oreal became the first company to use a chatbot for recruitment. It was designed to assist in the recruitment and selection process – performing initial screenings, asking candidates questions, collecting information about their experience and skills, and scheduling them for further recruitment stages. This simplified the recruitment process for the company and inspired other businesses to implement chatbots in their recruitment processes.

In addition to chatbots, there are many platforms that improve the work of HR teams. One example is HireVue, a video interview platform that uses AI to analyze a candidate's body language, voice tone, and words during the interview. This allows the system to assess how the candidate matches the job requirements.
More and more companies are also using virtual recruitment assistants to guide candidates through the entire application process. These tools can answer candidates' questions, provide information about job positions, and conduct initial interviews.
 

The Use of AI in Recruitment Marketing

The earlier example of IBM using AI to design and create a TV advertisement also inspired the recruitment industry. AI in recruitment marketing plays a key role in personalizing, optimizing, and automating activities related to attracting talent. Thanks to advanced algorithms, AI enables precise candidate targeting, analyzes campaign results, automates communication, and creates more engaging recruitment experiences. As a result, candidates receive offers that match their qualifications and expectations. Employers' actions have higher conversion rates, and the process itself becomes, contrary to what one might think, more personalized. 

Google Ads and Facebook Ads use AI to segment candidates based on their online behaviors and preferences, allowing for the creation of more accurate and effective recruitment ads. Chatbots and automatic notifications allow for faster responses to candidate inquiries, smoother scheduling for further recruitment stages, and timely feedback delivery. This raises the question: will such feedback be valuable to candidates, and will they be able to appreciate it?
AI helps optimize job ad content by analyzing which keywords, phrases, and expressions attract candidates' attention. With the right algorithms, AI can analyze job ads for effectiveness and suggest changes that can increase their attractiveness and visibility. 

Artificial intelligence allows continuous monitoring of recruitment campaign results and adjusting marketing strategies in real-time. Through data analysis, it can identify which recruitment channels (e.g., social media, career websites, job board ads) are the most effective and which candidate groups respond best to specific messages. This represents a significant improvement and increases the effectiveness of recruitment efforts.
 

Reducing Unconscious Bias

Artificial intelligence has the potential to reduce unconscious bias in the recruitment process. This refers to unjustified, negative opinions about candidates resulting from prejudices. By using algorithms that focus on facts (e.g., work experience, skills), the selection process becomes more objective, reducing the risk of discrimination based on gender, age, race, origin, or other factors. AI-powered chatbots and other recruitment tools can help standardize the interview process by asking all candidates the same questions in the same order. This eliminates differences in how candidates are treated by different recruiters, thus reducing the risk of judgments resulting from unconscious bias.

Moreover, in the context of building diverse work environments and ensuring parity in organizations, AI seems to be an ideal solution. Focusing on qualifications rather than personal characteristics can help attract more candidates from diverse backgrounds. 
The question arises: what happens when AI algorithms are poorly designed and not continuously monitored? It could turn out that AI "inherits" biases introduced by training data, leading to algorithmic bias. This is a situation where computer algorithms make decisions in an unequal manner, favoring some groups or outcomes over others. As someone who regularly works with clients and conducts recruitment, I have witnessed situations where the recruitment process favored the candidate with the greatest potential, rather than the best-fit candidate. It is important to note that our clients currently expect candidates on the presented list to be highly diverse in terms of experience and financial expectations. However, they don't always know exactly what competencies they are looking for and what they can expect from the market.
 

How AI Has Changed the Recruitment Process

The topic of using AI in recruitment is vast and still in the process of implementation and development. However, the recruitment process is undoubtedly changing. AI-powered solutions allow for numerous improvements. The process is becoming faster, more efficient, and cost-effective. It is worth emphasizing how important it is to use this potential effectively. Much depends on how companies implement AI into their recruitment processes and ensure that algorithms are transparent, free of bias, and properly supervised. The ultimate impact of AI on the recruitment process depends on its integration with the human factor – artificial intelligence should support recruiters, not replace them. The best results are achieved when AI supports the recruitment process, but key decisions are made by humans who can take context into account and avoid relying solely on technology.