Not All AI
Is Equal
How Generative AI is Transforming Recruitment
Ed Godwin – Co-Founder, Talent Unlimited
Keyword-Based Systems in Recruitment
The Limitations of Keyword-Based AI
First, the traditional approach: keyword-based AI. This system trawls through CVs in search of words or phrases that match those in a job description. While this approach can certainly speed things up, it has limitations that are all too apparent.
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Keyword-based AI is narrow and, frankly, a bit blunt. It’s looking for explicit matches—an exact skill or job title, rather than an interpretation of the candidate’s broader experience. The consequences? You could miss out on some great candidates who, although qualified, may not have included the precise words the system is after. At the same time, there’s the risk of over-eager applicants stuffing their CVs with keywords to meet the system’s criteria, leading to a pool of candidates who might look good on paper but lack real substance.
Take the recent uptick in keyword AI usage during the pandemic, when applications surged and recruiters needed to sort through them fast. “Time-saving” was the buzzword. But in reality, there’s little evidence to show that keyword-based AI actually leads to better hires. It’s a shortcut, yes, but not the informed, nuanced shortcut that modern hiring requires.
Generative AI: A True Game Changer?
Here’s where generative AI enters the stage—and it’s a very different approach. Unlike its keyword counterpart, generative AI uses complex models to engage with candidates in real time, assessing the context of responses and even adapting questions based on individual answers.
Imagine it as a highly skilled interviewer who tailors questions on the spot, responding to a candidate’s nuances and digging deeper where relevant. This AI has moved far beyond keywords to assess intent, context, and the subtleties that don’t appear on a CV. Generative AI can recognise the transferable skills a candidate may not have explicitly listed, but which emerge naturally in conversation. It’s not simply ticking boxes; it’s engaging, evaluating, and understanding.
Moreover, generative AI is trained to objectively assess candidates, sidestepping the biases often embedded in traditional, keyword-driven systems. This ability to remain objective—rather than being influenced by “the way things were”—is a major advance, especially in a world increasingly alert to issues of bias and equality.
The AI Badge: Buyer Beware
With all this progress, you’d think the line between basic and advanced AI would be clear. But in practice, it’s getting murky. The tech industry has embraced AI badging to the point where anything even remotely automated is now “AI-powered.” For employers, the challenge lies in knowing what’s under the hood.
So, when choosing an AI-driven tool, ask the right questions. Is it genuinely generative? Or is it a keyword matcher with a fancy AI label? Try to get a clear answer on what the system does with candidate data. Look for AI that not only screens CVs but also contextualises answers, generating a real profile of the person behind the CV. And if a product boasts “AI-driven fairness,” dig deeper—how was it trained? What data does it use? Often, simply carrying the AI badge doesn’t mean it’s bias-free.
The Future of Recruitment: What Matters Beyond the Badge
With AI tools becoming as standard in recruitment as online job boards, employers have an unprecedented opportunity to improve their hiring processes. But instead of chasing the AI trend, the smartest move may be to start with this simple question: what exactly are you trying to achieve?
True generative AI is a powerful tool, capable of engaging candidates in meaningful ways and offering insights that go far beyond a CV. It’s designed to create real value in the hiring process by supporting fairness, understanding, and contextual insight. The right AI doesn’t simply search for keywords; it builds a nuanced profile of each applicant, offering a dynamic and genuinely useful approach to talent selection.
In the end, it’s not the AI badge that matters. It’s the system’s ability to engage, understand, and select talent in ways that make a meaningful difference—providing a genuine edge over keyword-based systems that, frankly, are fast becoming relics of the past. As with any tool, the devil’s in the detail, so ask the right questions. The AI-driven world of recruitment may be filled with hype, but with the right technology, it’s a future that can actually deliver.
