Recruiting 5.0: Technology, Humanity and Strategy in Attracting Talent

Recruiting 5.0: Technology, Humanity and Strategy in Attracting Talent

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Edward:

How are they? Welcome to another episode of Coffee Break. Today I am sharing a talk with Javier Cortés, Corporate Manager of Talent Attraction and Onboarding at Grupo Posadas, an expert on issues of human talent and especially in attracting talent. Javi, thank you very much for being here.

Javier:

No, thanks to you, Lalo, for the invitation to talk about this topic that I am so passionate about, which is attracting talent.

Edward:

Thank you very much. I would love to, you say how passionate I am about the world of human resources. It's broad, why did you decide to get involved in attracting talent, which is very complicated? I know, that's a really good question, isn't it? Because suddenly they tell you that to attract talent you have to like it a lot, right? Because it is, we like the bad life, don't we? Above all, I connect it a lot with the purpose, don't I? You transform lives, you touch the lives of many people.

Axis 1: Evolution of talent attraction

Edward:
I think now all recruiters need a little or a lot of marketing. That consumer journey is the candidate.

Javier:
Yes, totally. It used to be very transactional. We published vacancies in newspapers, we did some background work... I remember a vacancy in a remote area and I ended up going to church to ask my father to announce the vacancy. The ideal candidate has arrived! Over time, we implemented electronic bags, video interviews and psychometric evaluations. Everything was faster and more efficient, and now with artificial intelligence we can analyze CVs and filter candidates automatically.

Edward:
This means that attracting talent has ceased to be just an operational process and now requires thinking about the candidate's entire experience.

Javier:
Exactly. Previously, the candidate only filled out a form and waited for a response. Today we want you to feel valued from the first contact, to understand that you are part of our employer brand. The idea is that every interaction is meaningful, not just filling vacancies.

Edward:
So it's no longer just about filling positions, but about building lasting relationships with candidates.

Javier:
Yes, because a candidate's perception of the company directly impacts retention and reputation. Even someone who wasn't hired can become a brand ambassador if they had a good experience.

Axis 2: The importance of candidate experience

Javier:
In the beginning everything was mechanical. Companies thought that as long as someone came to the position, everything was fine. But the reality is that a negative comment multiplies: social networks, LinkedIn, Glassdoor... everything counts.

Edward:
That's why the employer brand is so important, because today people are looking for culture, purpose and experiences before accepting a job.

Javier:
Exactly. If we manage to surprise guests at a hotel, why not surprise candidates? We created the AMA culture: Attitude, Magic and Action, to generate memorable experiences even before hiring.

Edward:
And this also requires educating the hiring manager so that each interaction is consistent with the experience we want to transmit.

Javier:
Yes, because if the internal process is not aligned, the candidate's experience is broken. That's why we work closely with operations and management so that all points of contact with the candidate are consistent and positive.

Edward:
So it's not just about filling vacancies, but about ensuring that every candidate feels valued and understood.

Javier:
Yes. This perception directly influences the company's reputation, recommendation and the possibility of attracting more talent in the future.

Axis 3: Technology and Automation

Edward:
Many candidates feel that technology is replacing them. How do they handle this in Posadas?

Javier:
Technology doesn't replace people, it replaces repetitive tasks. Chatbots, video interviews and data analysis give us time to focus on what is really important: understanding the candidate, analyzing trends and improving the experience.

Edward:
Then the recruiter stops doing operational tasks and can engage in strategic analysis.

Javier:
Exactly. We used to manually review hundreds of CVs; now AI allows us to filter candidates, identify patterns and focus on evaluating critical competencies. We can anticipate business needs and make faster and more accurate decisions.

Edward:
It's an impact multiplier, not a replacement for people.

Javier:
Yes. It also helps us to make decisions based on data: what are the success profiles, what competencies are lacking and how to improve the candidate's experience from the first contact.

Axis 4: Connection to the operation

Edward:
I am struck by how they connect with the operation to understand the roles.

Javier:
Yes, we make sure that the attraction team knows the reality of the operation. We make “shadows”: we accompany receptionists, waiters or call center agents to listen directly to calls and understand their work.

Edward:
This also helps define what to look for in candidates and align expectations with the business.

Javier:
Exactly. Startup sessions with the hiring manager are key: understanding challenges, the day-to-day nature of the position and who is participating in the interview. This avoids early rotation and ensures that the candidate fits the operation.

Edward:
So it's not just about filling vacancies, but about ensuring that every hire is a long-term success.

Javier:
Yes. It requires analysis work, observation and connection with operational areas. We want the candidate to understand the role and to thrive within the organization.

Axis 5: Competencies of the modern recruiter

Edward:
If you had to summarize the competencies of a modern recruiter, what would they be?

Javier:

1. Relationships and networking: Constant contact with universities, companies and the labor market.

2. Marketing: Employer brand and digital marketing strategies to attract candidates.

3. Technology: Don't be afraid of AI and automation; take advantage of tools to filter and streamline processes.

4. Analytics: Use data to identify success profiles, trends, turnover and provide feedback to the business.

5. Connection to the business: Understand the operation and align expectations with hiring managers and candidates.

Edward:
So Recruiter 5.0 combines human, technological and strategic skills.

Javier:
Yes, today a good recruiter needs to be a business consultant, data analyst, marketing expert and communicator at the same time.

Axis 6: Closure and recommendations

Edward:
To close, what recommendations would you give to talent teams that want to evolve towards this model?

Javier:

1. Invest in technology: Automate the repetitive, but keep human interaction where it matters.

2. Define the candidate's experience: From first contact to onboarding, make it consistent and memorable.

3. Connect to the operation: Without knowing how day-to-day work works, you won't be able to evaluate candidates properly.

4. Empower your hiring managers: They are part of the candidate experience process.

5. Use data to make decisions: Don't rely on intuition alone; analyze turnover, satisfaction, and performance metrics.

Edward:
And all of this must be transversal, not just the responsibility of the talent area.

Javier:
Exactly. Every candidate interaction is an opportunity to show who we are as a company. If we achieve that, we attract, retain and retain the best talent.

Edward:
Perfect, Javier. Thank you for sharing your experience, anecdotes and recommendations in such a comprehensive way.

Javier:
Thanks to you, Eduardo. I hope that these reflections will help other talented teams to transform their processes and to put the candidate experience at the center of everything.

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