Shaping the Future of Candidate Sourcing and Experience

Sarah King Brohman, VP, HR Operations at Definity

Sarah King Brohman, VP, HR Operations at Definity

Sarah King Brohman is a distinguished strategic HR leader known for her unwavering work ethic and exceptional skills in translating business needs into compliant and practical HR processes and programs. Highly regarded for her talent in cultivating robust business relationships through coaching, partnering, and influencing, she is adept at swiftly adapting to dynamic environments to meet evolving business demands.

In an exclusive interview with HR Tech Outlook Canada, Brohman shared her valuable insights on the trends shaping recruitment in the upcoming years.

What are some of the technological trends that you see in the recruitment space?

Considering current trends, it is imperative for us to act swiftly due to the abundant opportunities present in the marketplace. As we compete with numerous employers for comparable positions, it becomes essential to streamline our processes and create an efficient candidate experience that is both distinctive and exceptional. We aim to provide candidates with a comprehensive understanding of our company culture from the initial application stage throughout the entire selection process. By doing so, we aspire to convey what it would be like to work here and enable candidates to envision themselves as integral members of our organization.

“By approaching the job search process with an open mind and genuine curiosity, one can uncover hidden prospects and unexpected paths.”

To ensure effective candidate sourcing, it is crucial for us to identify and utilize appropriate platforms like LinkedIn and other job boards. We have placed significant emphasis on our campus programs to establish our brand within various educational institutions. This approach is particularly important for attracting individuals pursuing technology-related education, as insurance may not be a commonly perceived industry for such candidates. Consequently, we must actively cultivate our presence and reputation within these specific programs.

Is there any particular project initiative you have recently worked on regarding recruitment?

As part of our implementation process, we have taken measures to streamline the hiring process for leaders, relieving them of administrative tasks and other burdens. Our objective is to allow leaders to focus solely on engaging with candidates, assessing their suitability, and selecting the most qualified individuals to fill open positions. By reallocating certain responsibilities to our talent acquisition team, we have lightened the workload for leaders and expedited the hiring process. In addition to these efforts, we have significantly emphasised campus programs to establish a robust talent pipeline. We have undertaken branding initiatives since we became public in November 2021 as Definity Insurance Company. Our endeavors in this regard encompass enhancing both our employer brand and master brand within the marketplace. These endeavors aim to foster recognition of the Definity name among candidates as we reach out to them and engage in sourcing activities.

Moreover, we have forged partnerships with diversity and inclusion organizations, not only in terms of establishing collaborative relationships but also through active participation in relevant events. Leveraging these alliances, we have utilized their job boards and other resources to promote career opportunities and extend our reach to diverse talent pools. These initiatives exemplify our commitment to fostering inclusivity and attracting diverse candidates.

How do you see the future of space evolving in the next 12 to 18 months?

As we move forward, it is evident that our approach to candidate sourcing must evolve and embrace greater creativity. Our brand and company culture will play a pivotal role as individuals increasingly seek organizations with which they can connect on a cultural level. Consequently, every company must ensure the employee experience is effectively communicated to candidates throughout the hiring process. We must actively discuss and promote these aspects on social channels and various communication platforms. Moreover, the need for agility in our hiring process remains critical. Another prominent trend on the horizon is the growing preference for hybrid work arrangements. As an organization, we have adopted a flexible approach, avoiding mandates regarding specific office attendance days. Effectively navigating the transition towards a hybrid work model and the gradual return to office in the upcoming months holds considerable significance for any organization.

We must also acknowledge and prepare for the prominent role of artificial intelligence (AI) in recruitment. AI is already making its mark in various areas, including utilising AI-powered functionalities within our Applicant Tracking System (ATS) for resume screening. However, it is crucial to recognize that there will likely be further opportunities to leverage the capabilities of AI in recruitment processes. In addition, we anticipate a surge in interest in gig work as opposed to traditional full-time employment. Employers must adapt to this emerging trend and navigate its implications accordingly.

Undoubtedly, candidate experience should be our foremost priority. Furthermore, the ongoing focus on diversity and inclusion continues to be a trend that demands our attention and improvement, not only for Definity but for all organizations. Campus engagement and outreach will remain pivotal as they serve as a crucial talent acquisition pipeline. We must consistently appeal to students and concentrate our efforts in this area.

What is your advice for budding professionals in recruitment?

I would highly recommend cultivating an attitude of openness and curiosity when exploring potential opportunities. Acknowledging that individuals may not always be aware of the breadth of possibilities and opportunities available to them is crucial. One can uncover hidden prospects and unexpected paths by approaching the job search process with an open mind and genuine curiosity.

Furthermore, dedication to understanding the organization and the specific role under consideration is of utmost importance. Delve into the company's culture, work environment, and values to understand what it would be like to work there. By conducting thorough research and seeking clarity, you can align your expectations with the reality of the role. This approach significantly mitigates the likelihood of disappointment down the line.