1. Is Technology an Enabler or Driver?
When I first started in the field of eRecruitment the use of technology to automate
forms and processes was still relatively new. If you’re thinking that was back in the
80′s or 90′s you would still be in the wrong decade. As late as the early 2000′s many
companies were only using technology to enable job applications, on-line form
completion and on-line pay statement reviews. Technology was regarded as an
enabler to complete and facilitate processes, drive efficiency and reduce costs and
administration. Organizations drove articulating specifications on how technology
could enable process automation.
It’s September 2013. As I write this blog post I am in Tokyo, Japan; one of the most
technologically connected and forward thinking countriesin the world. My
older iPad feels like a clunky machine compared to the smaller, thinner
more sophisticated smart phones, tablets and cameras they are using.
Everything here is done by technology, from animation to toilets. As I
look at people on the train engrossed in their smart phones playing
games, texting social networking, taking pictures, etc. it occurs to me technology has evolved to become a
driver changing the way people interact and use it. You may say isn’t technology still acting as an enabler,
allowing us to execute processes such as texting and gaming? My rebuttal would be, technology has
become a driver because we are adapting to it.
My example is a simple, yet powerful one that shows how technology influenced us to adapt to it. It’s called
apps. When Apple launched the iPhone back in 2007, the concept of using
third-party applications (apps) to present subsequent social networking
programs and shop (iTunes) was a new and innovative concept. I would
categorize it as a driver because most consumers didn’t even know they
wanted it until it became available. Once people started using it, adapting to
the new presentation and functionality, the demand was almost insatiable.
Every company wanted to develop their own app to reach consumers to drive business. Today every mobile
vendor offers apps as a standard operating feature of their phones and/or tablets. Consumers have been
driven to use apps which has actually changed the way we interact with technology.
Technology is driving change. Organizations need to re-think about how they
can realize its value in the marketplace. Resistance to its adoption has clear
downstream bottom line impacts. Take consumers opinion on the recent bid to
acquire Blackberry by Fairfax Financial. Public opinion revealed many
perceived Blackberry was too slow to adopt new features onto their mobile
platform which other companies such as Samsung capitalized on. The result
was decreased consumer consumption and market share.

2. How does this impact recruitment?
Organizations also need to recognize the significance technology is playing in the attraction and retention of
talent.
For example, we know that the usage of mobile devices will continue to grow
as the primary way people access the internet and information. We can infer
the absence of a mobile strategy will exclude larger percentages of
the population interacting with your brand. As social networking tools become
a more dominant way to learn about employers, interact with them and read
reviews on what others say about them, recruitment and talent functions will
need to embrace these tools as a relevant and meaningful ways to engage and communicate.
If your organization isn’t doing it, your competitor will.
By Ann Barrett, Director eRecruitment & Social Media Strategy