Makro leads the transformation of the candidate experience thanks to AI

In the war for talent, the candidate's experience is the first line of battle. 83% of candidates say that a bad experience in the selection process can change their perception of the company and, even worse, 58% would say that they would not apply again if the process did not meet their expectations. This poses a clear challenge: in an environment where every candidate counts, How can companies give each candidate the attention they deserve when human resources are limited in time?

The answer is clear: with the help of technology. When digital tools are intelligently integrated into selection processes, they can radically transform the efficiency of the recruitment team and the candidate experience. In fact, 58% of candidates report a more satisfactory experience when interacting with a chatbot during the selection process

And if something works, why not squeeze the most out of it?

This is precisely what he has done Makro, the leading multichannel hospitality wholesale distribution company in Spain and a subsidiary of the German group METRO, revolutionizing its selection process with a digital approach.

With a workforce of between 3,500 and 4,000 employees spread across 37 centers, the company has faced the challenge of attracting and retaining talent in an increasingly competitive market. In an environment where professional clients demand high-quality advice and close treatment, staying at the forefront of personnel selection is essential.

And that's why, two years ago, Makro decided to innovate in its recruitment approach by introducing a chatbot powered by Artificial Intelligence with the support of Velora, with the objective of improving the efficiency of its selection team and the candidate's experience.

Why did you decide to automate your recruitment?

‍“We realized that we were unable to contact 100% of the candidates, nor to provide them with adequate feedback. With this solution, we have been able to reach everyone, and the evaluation received by our selection processes is very high”, comments Miguel Contreras, Talent Acquisition Manager at Makro.

The success was so evident that the company has significantly expanded its use of this technology. What started as a pilot for a single position has grown to encompass 12 different positions, with an initial focus on the sales team, and extending to roles in business centers and training programs. In addition, they also have a generic chatbot for office positions, confirming that the digitalization of their selection process has not only been well received, but has also proven to be an essential tool for efficiency and continuous improvement.

What assessment do you make of the digitalization of the selection process?

Miguel Contreras reflects on the impact of this digital transformation: “Our selection process is hybrid; the human factor is essential because we deal with people. However, a digital solution such as the chatbot provides us with efficiency that we could not otherwise achieve, and it allows us to take care of the candidate's experience, something that I consider to be very valuable.”

Makro is taking firm steps towards a future where technology and the human touch complement each other to provide an unprecedented talent selection experiences, reaffirming its commitment to innovation and the well-being of its candidates - and future employees-.

‍