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In Part II, we explored how AI can personalize career site experiences by tailoring content to align with candidates’ interests, particularly for those seeking technology roles. By dynamically adjusting landing pages, job recommendations, and engaging content, AI enhances relevance and improves candidate engagement.
This personalized approach not only boosts application conversion rates but also strengthens the employer brand by showcasing a commitment to innovation and employee experience.
Now, we turn our attention to another powerful application of AI in recruitment: optimizing messaging for inclusivity through AI-driven sentiment analysis, with a special focus on neuroinclusion. By analyzing candidate feedback and engagement, AI can help companies refine their communication strategies to resonate more deeply with diverse audiences. This ensures that messages are not only inclusive but also impactful and accessible to all.
Sentiment Analysis for Messaging Optimization
Effective communication in diversity and inclusion efforts isn’t just about what you say—it’s about how it’s received. This is where AI-driven sentiment analysis comes into play. By analyzing responses to your company’s messaging, you gain a deeper understanding of how well your diversity and inclusion efforts resonate with different groups, including neurodivergent individuals.
For example, AI can sift through explicit feedback like surveys and direct emails, as well as implicit feedback such as click-through rates and time spent engaging with content. This analysis reveals not only what candidates liked but also what missed the mark. It allows companies to fine-tune their messaging to ensure it’s both inclusive and impactful.
The Importance of Clear and Inclusive Language
One key finding from such analysis often shows a positive response to straightforward, actionable language that clearly communicates a commitment to inclusivity. Candidates, particularly those who are neurodivergent, appreciate when companies use direct, clear messaging and avoid corporate jargon that can seem impersonal or abstract.
For instance, phrases like:
“We are committed to creating a workplace where every individual feels valued and empowered to contribute their best.”
are well-received because they articulate a clear, inclusive intent.
In contrast, the use of buzzwords like “strategic inclusivity” can feel hollow. This leads to disengagement, especially among neurodivergent candidates who may find such language difficult to interpret.
Sample Prompt for Sentiment Analysis
“Analyze candidate sentiment towards our recent email campaign focused on diversity and inclusion.”
Be sure to include a copy of the creative, email copy, subject lines, and all performance metrics along with the prompt so the AI can properly provide work output.
AI Work Output Example
Sentiment Analysis
The AI conducts a comprehensive sentiment analysis of candidate reactions to the recent email campaign centered on diversity and inclusion. This involves assessing explicit feedback, such as survey responses and direct email replies. It also includes implicit feedback like engagement metrics—click-through rates, time spent reading the email, and interaction with embedded content.
The analysis provides insights into how different aspects of the messaging resonated with various candidate groups, including neurodivergent individuals.
Key Findings
1. Positive Sentiment
Example:
“We are committed to creating a workplace where every individual, regardless of their background or how their brain works, feels valued and empowered to contribute their best.”
The analysis shows that candidates responded positively to messaging that clearly emphasized the company’s commitment to inclusivity. Specific language that highlighted actionable initiatives, such as inclusive hiring practices and support for underrepresented groups, received strong approval. Candidates appreciated phrases that directly communicated the company’s efforts to create a welcoming environment for all, regardless of background or neurotype.
2. Negative Sentiment
Example:
“Our company leverages diversity to drive innovation and create strategic inclusivity across all departments.”
Despite the overall positive reception to inclusivity, there was noticeable negative sentiment related to the use of corporate jargon. Phrases like “synergy,” “leveraging diversity,” and “strategic inclusivity” were perceived as impersonal and disconnected by some candidates. This led to lower engagement.
The AI detected that these terms alienated candidates who preferred straightforward, authentic communication. This was particularly true among neurodivergent individuals who may find such language abstract and difficult to interpret.
Candidate Feedback:
“The language feels corporate and doesn’t connect with real-life experiences. It’s too abstract.”
Neuroinclusion Considerations
The AI also analyzed feedback from neurodivergent candidates and found mixed responses. While these candidates appreciated the inclusive intent of the messaging, they struggled with complex and dense language used in some sections of the email.
Neurodivergent individuals, such as those with autism, ADHD, or dyslexia, often benefit from clear, direct, and unambiguous communication. The analysis revealed a preference for messaging that is concise, easy to understand, and includes specific examples of how the company supports neurodiversity.
Example:
“At [Company Name], we know that everyone’s brain works differently, and that’s our strength. We offer tailored support, flexible work environments, and neurodivergent-inclusive policies to ensure that individuals of all neurotypes can thrive and bring their unique talents to our team.”
Positive Response:
This straightforward and explicit language was well-received by neurodivergent candidates. It clearly communicated the company’s commitment to neuroinclusion without unnecessary complexity.
Recommendations
1. Simplify Language
The AI recommends simplifying the language used in diversity and inclusion communications. Replacing corporate jargon with more natural, conversational language will make the messaging more accessible to a wider audience, including neurodivergent individuals who may find dense or abstract language challenging.
Revised Example:
-
- Original: “Our company leverages diversity to drive innovation and create strategic inclusivity across all departments.”
- Revised: “At [Company Name], what makes us different drives our creativity. We believe that when everyone is included, we can do amazing things together.”
2. Run a Neuroinclusion Revision
Take the revised copy and ask the AI to analyze and refine it to optimize for neuroinclusivity. In this case, the AI recommends adding specific examples of Intellectual Disabilities (ID) or neurodiagnoses supported by the organization:
Revised Message:
“At [Company Name], we understand everyone’s brain works differently. Respecting that makes us stronger as a company. We offer tailored support, flexible work environments, and inclusive policies to ensure those with neurodivergence—such as autism, ADHD, dyspraxia, or dyslexia—can equitably contribute their unique strengths to our shared work. Together, we create an environment where all minds can do amazing things.”
3. Incorporate Authentic Employee Stories
The AI suggests integrating more authentic, personal stories from employees who have directly benefited from the company’s inclusive practices, including those who are neurodivergent. These stories should highlight real experiences and provide specific examples of how the company’s culture supports diversity and neuroinclusion.
Personal narratives help make abstract concepts tangible and relatable. This is particularly true for neurodivergent individuals who appreciate concrete examples. AI can suggest questions for interviews based on your EVP pillars with a lens on neuroinclusion or even write a scripted or semi-scripted commercial.
Example AI-Generated Introduction:
“Meet [Employee Name], a data scientist with ADHD who found a supportive environment at [Company Name] that allows them to thrive in their role. Read their story here.”
Is it an intro likely to win an award? No. Will it get you started in moving the needle? Yes.
4. Focus on Neuroinclusion
To better engage neurodivergent candidates, the AI recommends creating specific content that addresses neuroinclusion. This could include highlighting accommodations for neurodivergent employees, such as flexible work arrangements, sensory-friendly office spaces, or tailored onboarding processes.
The language should be clear, direct, and free from ambiguity to ensure it resonates with neurodivergent individuals.
Example:
“We’re committed to supporting neurodivergent employees by providing flexible work environments and individualized support. Learn more about our neuroinclusion initiatives at work.” (Then hyperlink to where you share more about supporting neurodivergent employees.)
5. Continuous Monitoring and Feedback
The AI advises implementing a continuous feedback loop where sentiment analysis is regularly conducted to monitor how candidates respond to inclusion communications. This allows the company to make ongoing adjustments and improvements, ensuring that their messaging remains effective and inclusive over time.
Remember, diversity is an output and outcome of inclusion initiatives. For it to be successful, particular attention should be paid to feedback from neurodivergent individuals to ensure that communications continue to meet their needs.
Benefits of This Approach
Improved Candidate Engagement
By simplifying language and removing jargon, the company can make its communications more accessible and engaging for a broader audience, including neurodivergent candidates. This leads to higher engagement rates and a stronger connection with potential hires.
Enhanced Authenticity and Trust
Incorporating authentic employee stories and focusing on real experiences enhances the credibility of the company’s diversity and inclusion efforts. Candidates are more likely to trust and be attracted to a company that demonstrates a genuine commitment to these values.
Inclusive Communication
Addressing the needs of neurodivergent candidates through clear and direct language fosters a more inclusive candidate experience. This not only attracts neurodivergent talent but also reinforces the company’s reputation as a neuroinclusive employer.
Data-Driven Optimization
Regular sentiment analysis allows the company to stay responsive to candidate feedback. Continually refining and optimizing diversity and inclusion messaging ensures that communications evolve in line with candidate expectations and preferences.
By following these recommendations, the company can create a more inclusive, engaging, and effective diversity and inclusion communication strategy. This strategy resonates with all candidates, particularly those who are neurodivergent. It not only strengthens the employer brand but also contributes to building a truly diverse and inclusive workforce.
Conclusion
As AI continues to evolve, its role in personalizing employer brand messaging will only grow. By leveraging AI-driven sentiment analysis to segment audiences, craft tailored content, deliver dynamic experiences, and optimize messaging, organizations can build stronger connections with candidates. This creates a more engaging and effective employer brand.
However, it’s essential to approach AI with a focus on ethics. Personalization efforts should be transparent, fair, and respectful of candidate privacy. With the right strategies and best practices in place, AI can be a powerful tool to elevate your employer branding efforts and attract the talent that truly fits your organization.
Series References:
- Huang, M.-H., & Rust, R. T. (2020). Engaged to a Robot? The Role of AI in Service. Journal of Business Research, 116, 24-35.
- Toubia, O., & Stephen, A. T. (2013). Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter? Journal of Marketing Research, 50(5), 567-582.
- DOI: 10.1287/mksc.2013.0773
- Chapman, D. S., Uggerslev, K. L., Carroll, S. A., Piasentin, K. A., & Jones, D. A. (2005). Applicant Attraction to Organizations and Job Choice: A Meta-Analytic Review of the Correlates of Recruiting Outcomes. Journal of Applied Psychology, 90(5), 928-944.
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