Digitalization is transforming recruitment processes across all sectors, including healthcare. While chatbots are widely used in many industries, their adoption in hospitals is still relatively rare. The DRK Kliniken Berlin are ahead of the curve, using a "Digital Recruiting Assistant" to make it easier for applicants to get in touch with them.
This initiative is part of a strategic recruitment approach that has earned DRK Kliniken Berlin numerous accolades, including the HR Excellence Award 2020, the German Award for Online Communication 2021, the KU Award 2021, the HR Award 2022 in Silver, the Clinic Award 2022, and the Queb Award 2023.
The chatbot was launched in early 2021 as a new feature on the hospital’s career portal. This digital assistant appears in the lower right corner of the viewport when visiting the homepage or any subpage, and it is optimized for mobile use. "Initially, I had reservations and thought chatbots were boring and frustrating, but then our agency showed us what could be done with them, and I changed my mind," recalls Maja Schäfer, Head of Strategic Recruitment at DRK Kliniken Berlin. "Whether it's a chatbot or a job posting, the key is to differentiate yourself from others. And we’ve managed to do just that."
Keeping It Engaging and Human-Like
To avoid being dull, the chatbot was equipped with various interactive infotainment formats, including video clips featuring staff testimonials, sliders, and self-tests/quizzes. It was also crucial for the team to design the interaction in a way that felt like a human conversation. They achieved this by using emojis, GIFs, and very personal, informal text messages. If a user decides to apply, they can do so directly from the chatbot by entering just a few personal details.
"The technology helps us with recruitment, but the applicants shouldn't notice that. If they feel the bot makes it easier for the recruiter but not for them, that's a turn-off," emphasizes Schäfer. The team learned the most from analyzing the data, especially from cases where the process didn’t work as expected. "It's interesting to find out where and when the applicant dropped out and how we can re-engage them," she says. These insights provide valuable lessons for HR managers, but they must also be fed back into the technology. In other words, for a chatbot to be effective, it requires continuous effort and improvement.
Chatbots Are Just Part of the Solution
The effort has paid off for DRK Kliniken Berlin. In the first quarter after the launch, from January 5 to April 28, 2021, the hospital recorded a total of 197 applications through the chatbot and quick application feature (both of which feed into the same backend system). Of these, 54 applications were of high quality, leading to ten hires. The takeaway: Chatbots can simplify, accelerate, and personalize the recruitment process for doctors, benefiting both applicants and hiring managers. However, using chatbots in recruitment should be seen as one component of a broader, more complex hiring strategy.
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