Artificial intelligence rather than human intelligence? – Hotel online



Kimberly Yoong | November 07, 2019

As the hospitality industry seeks to automate and streamline its processes to improve operational efficiency, will AI-powered recruiting practices soon be a necessity?

Through Kimberly yoong

Technological progress in today’s society has reached unprecedented levels; the World Wide Web didn’t even exist thirty years ago, while smartphones as we know them today have been around for barely a decade. Today, an even more sophisticated tool is at the forefront to change the way we live: artificial intelligence (AI).

The McKinsey Global Institute model predict that around 70% of companies will adopt some form of AI by 2030, and that countries capable of establishing themselves as AI leaders could achieve up to 20-25% more economic benefits than current levels. In recent years, one particular use of AI has become a point of contention: the use of AI in recruiting.

AI in recruitment: what does it entail?

AI is said to be the future of many things – and recruiting is no exception. Recently, HR professionals have increasingly turned to AI to automate and optimize the recruiting workflow, allowing recruiters to devote their time to higher value tasks. Below are a few examples of how AI in recruiting has increased efficiency and led to better job matches.

  1. Review of CVs: Based on factors such as skills and experience required, AI can be used to effectively sort and select candidates based on their resumes. This resulted in more effective talent search and matching, and the rediscovery of talent from past applications.
  2. Improve the candidate experience: AI can be programmed to provide real-time feedback to candidates, reducing recruiters’ workload and minimizing candidate frustration.
  3. Removal of implicit biases: Supposed to eliminate human biases in hiring practices, AI would be able to focus solely on the skills and experiences of candidates, thus supporting a more diverse workforce.

However, as appealing as it may sound to use AI in recruiting, it’s important to recognize its potential pitfalls. In the oft-cited example of Amazon, which unintentionally created AI recruiting software that discriminates against womenIt is clear that as well-intentioned as these AI programs may be, there are also dangers in using AI to hire employees, who are the backbone of any business. These include:

  1. Overlooking atypical qualities and experiences: Should AI prioritize a candidate who took on multiple responsibilities at a lesser-known company, or a candidate who completed an internship at a Fortune 500 company?
  2. Program limits: AI software is not written by itself; a program can only be as good as it was programmed to be, and include as many scenarios as it was taught.
  3. Learn about human prejudices: As in the case of Amazon, machines can learn the implicit biases of humans and amplify them in every decision they make.

The key, therefore, is to achieve a delicate mix between artificial intelligence and human intelligence, such as same the world’s most sophisticated software wouldn’t be able to learn the human instinct an HR professional might have for the right candidate. And that would be even truer for an industry as focused on human relations as the hotel industry.

Recruitment of AI in the hospitality industry

As hotels become social hotspots and luxury becomes more about experience than indulgence, the hospitality industry has become more dependent than ever on finding the right talent to serve corporate values ​​and live out its history of service excellence. Still, Talent acquisition remains one of the main challenges in the hospitality industry, plagued by common misconceptions of working in the service sector. It underscores the importance of matching the talent that comes along with the right brand and position – and AI is increasingly being touted as that holy grail.

What if an AI program could accurately tell you that your next candidate has a good chance of performing well in your business and that they would fit best into a Kimpton Hotel rather than a Intercontinental – before he even entered the interview room? Predictive technology from the InterContinental Hotel Group (IHG) was one of the first on the hospitality scene, similar to Hilton’s ally, which was used to automate recruiting for their contact centers.

At the same time, person-job mismatches often occur because applicants themselves do not understand what type of work environment would suit them best; It also doesn’t help that we live in a time when you just have to send in five hundred copies of your CV and hope you hear from one of them. It’s a question that Marriott International’s Marriott Careers (TM) chatbot could tackle, thanks to features like a quiz that helps potential candidates understand which of its thirty brands would suit them best.

However, the possibilities of AI do not end there. For multinational brands, recruiting practices programmed by AI could mean the ability to reassign strong candidates to relevant (and perhaps better suited) vacancies elsewhere in the world, enabling these brands to retain talent in the company. It’s also possible that AI is making employment a two-way street; rather than looking only at the skills of the candidates, AI could allow us to assess the profiles of our current employees, identify gaps, and hire specifically to fill those gaps. This could mean a more balanced workforce, better able to respond to different situations and customer needs.

The hospitality industry is increasingly focusing on personalization and personalization, and it looks like the hotel recruitment industry is also jumping on this bandwagon – maybe one day we could filter open positions based on our personalities and ambitions?

Predict humanity in humans – or remove the human touch from hiring?

With the extensive capabilities of AI, it is questionable whether it can be used not only to predict a candidate’s future performance, but also to transform the hiring process. Many recruiters today focus on hiring for attitude rather than skill, but it’s not always easy to follow the rhetoric when hiring decisions can become so subjective. So could the AI ​​be programmed to determine whether we should try our luck with a less experienced hospitality graduate with the right personality and all the enthusiasm in the world, vs. an average performing candidate who already has two years of industry experience?

While the use of AI may take some time to become the norm when it comes to hiring, it’s not hard to imagine the implications of having fully automated resume selection processes. “Machine learning” equates to codes and formulas that can be learned by humans, which means it may not take long for someone to crack the code and start producing “resume templates.” optimized for AI â€. Ironically, it could also mean removing the creativity and personality from the individualized resumes that candidates must have now, in order to grab a recruiter’s attention.

From an employer’s perspective, interviews are also an opportunity for hiring managers to “bond†with potential employees, and to understand and assess situations in a way that a machine cannot. not be able to do. It is also important that potential employees feel sufficiently valued, that the company takes the time for a face-to-face interview rather than just being put on talking to a machine; for an industry founded on the creation of human relations, it would seem almost a bit ironic to rely on a machine to assess the suitability of a candidate for his requirements. Nonetheless, these managers more than likely have the one thing AI seeks to eliminate: implicit bias. An AI may lack that human touch, but a human has never been one hundred percent perfect either, so where should we draw the line?

The use of AI in recruiting is still in the testing phase, with many HR professionals and candidates expressing skepticism about the reliability of such software. Perhaps AI could simply be used to “cold-sort†candidate profiles and improve efficiency, while interviews and final decision-making processes fall to the hiring manager; after all, artificial intelligence must support and not replace human intelligence. As these programs continue to evolve, it would also be interesting to see AI not only as a tool to make our lives easier, but as a stepping stone to potentially change the way we hire and how we view the value of skills. and the skills of a candidate. attitude.

IA: Our Tomorrow?

The use of AI in recruiting is not a temporary phenomenon. As the hospitality industry continually seeks to automate and streamline its processes to improve operational efficiency, AI-automated recruiting practices may soon become a necessity.. This means that maybe sooner rather than later you can see your resume being reviewed by AI software (if you haven’t already), or end up in a video interview, where your language and facial expressions are. analyzed by an AI.

While this prospect of having your every word or eye movement examined by a machine may seem almost dystopian, we’ve come a long way since the first online job platform was created twenty-five years ago. Today, LinkedIn has made our professional lives a continuous self-marketing process; everything you say or do professionally is already scrutinized by the online community – so could AI be our tomorrow?


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