This leading retailer partnered with DRUID to create a personalized, automated HR support system using AI agents and RPA technology.
With growing competition globally and increased difficulty in attracting and retaining a workforce, companies across the board are prioritizing the HR department’s transformation into a strategic partner with a seat at the leadership table.
The workplace is changing rapidly, driven by new technologies and evolving business needs. Organizations are seeking innovative ways to engage employees, streamline HR processes, and improve efficiency. Digital tools are playing a key role in this transformation, enabling companies to better support their workforce and create a more positive employee experience.
The desire for digital transformation within HR is strong, with a majority of companies recognizing the need to modernize their processes and embrace new technologies. The right tools can streamline a wide range of HR tasks, from data management and payroll to recruitment, onboarding, and performance management.
This trend is reflected in the Zendesk CX Report 2024, which highlights the growing interest in AI-driven solutions for customer experience (CX). The report found that 59% of CX Traditionalists (those who prefer established CX methods) are looking to become more AI-driven in the coming year, demonstrating a widespread desire to leverage AI to enhance customer interactions.
The report emphasizes that AI is playing an increasingly important role in customer loyalty, with 61% of consumers expecting more personalized service powered by AI. CX Trendsetters are responding to these expectations by focusing on new customer loyalty metrics and embracing AI to deliver unique and tailored experiences.
This highlights the importance of HR departments adopting AI-powered solutions to not only improve internal processes but also to enhance the employee experience and contribute to a more engaged and satisfied workforce.
The recruiting process can be tedious, time-consuming and, in fact, very costly, especially in a fast-moving industry like retail. It was becoming a growing challenge for the retail company, an employer with a workforce of 18,000 people across all regions and with constant plans for expanding its footprint. For in-store jobs, recruiting was part of the job description of store managers, taking time away from activities with more value-added, like spending time in the frontline with customers and teams.
Recent shifts in the labor market have presented new challenges for recruiters. Increased competition for talent, combined with the need for efficient hiring processes, has made it crucial for companies to optimize their recruitment strategies. In this environment, every hour spent on inefficient tasks takes valuable time away from core business activities.
In a challenging retail environment where staff are under pressure, it's crucial to find ways to increase efficiency and reduce their workload. Giving employees more time to focus on essential tasks and customer interactions is a top priority. The fastest and most efficient solution was to automate the recruitment process with the help of EMA, an intelligent AI agent.
EMA is a complex digital ecosystem automating human resources processes meant to assist, initially, with recruitment. Integrated within the Careers page of the website, the tool offers streamlined guidance for potential candidates to select the best jobs available, by type and location, through a personalized and intuitive conversation.
Thanks to EMA’s integration with the retailer’s existing SAP platform, once the application is submitted, the candidate’s profile is sent directly to the recruiting manager. At the same time, the interview is instantly confirmed, and both candidate and manager are kept informed about the recruitment process with the help of SMS messages.
At the same time, the DRUID assistant is fully integrated within the internal app ecosystem and is easily accessible from any device with an Internet connection. By automatically detecting the authenticated user in the organization and their position, it can then display two different interfaces. The first such interface represents an extension of the external facing recruitment functionalities of the AI agent and is available strictly for recruitment managers and the HR team.
The second interface that EMA provides internally is visible to any employee. It helps, through intuitive conversation, provide answers to the most frequently asked questions related to HR admin (certificates, holidays, health insurance, or other information related to the compensation and benefits package, mobility, policies, and various human resources processes). This functionality continues to develop in time – EMA constantly learns from the questions it receives to offer more detailed, personalized answers.
As we enter a new decade, with growing business challenges and a changing workforce, HR departments must keep up with the times. Using agentic AI technology to automate HR processes can increase efficiency and offer a better experience for internal and external audiences, with a clear impact on the bottom line.
The power of the next generation of HR lies in assuming a more driven role in supporting the business objectives of any company and creating a holistic approach to supporting the workforce of the future. AI agent technology is one of the tools that will help and speed up this process.
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