Most European companies still have not adopted AI and automation on their career sites, leaving job seekers wanting more personal experiences.
Phenom’s latest report on candidate experience goes deep into how the top 100 European employers handle talent attraction, and the results are eye-opening. Despite major pushes from EU institutions to make hiring smarter and more inclusive, almost all of these companies missed the mark on using automation and AI to meet candidate expectations, according to the findings.
Candidates now expect career sites to offer intuitive navigation, strong employer branding, and multiple languages so they can easily apply. The report notes that only 3 percent of companies used AI and automation in ways that create highly personal journeys or suggest job openings based on a person’s skills and titles.
Jobseekers searching for relevance are often met with static listings and generic content, which can slow down applications and discourage interest. Even something as simple as a chatbot capable of giving tailored job recommendations was absent from 96 percent of sites, while very few employers detected candidates’ location or showed recently viewed jobs.
Shifting to AI for a Better Talent Journey
Despite the lack of widespread personalisation, many companies have improved technical aspects of their career sites. Most offered job descriptions that clearly list responsibilities and qualifications, and mobile application processes that feel smooth and intuitive.
Multilingual content is showing up more, making sites friendlier for candidates across Europe. Meanwhile, site search technology is improving, with a notable rise in search fields that anticipate what candidates type and suggest jobs that match keywords.
The research suggests employers can do a lot more by bringing in industry-specific personalisation through AI. They should make sure their career sites match people to jobs based on skills and context, rather than sticking to traditional job title boundaries.
Conversational AI and intelligent chatbots are highlighted as critical tools. These bots can field candidate questions, recommend jobs, conduct pre-screening, and even manage interview scheduling around the clock, keeping potential hires engaged no matter where they are.
Diversity and inclusion are also front and center, especially as companies look to make their experiences accessible to people who are neurodiverse or multilingual. Adjustments for regional preferences, strict data rules, and language all play a role in improving engagement and conversion rates across borders.
Phenom’s report notes that AI agents designed specifically for hiring are rapidly changing how companies attract and keep talent. Different forms of AI, like Experience Agents and Persona Agents, are helping to fill specialist roles quickly and reduce workload for HR teams, all while making job content more interesting and relevant.
The survey’s insights suggest those who embrace relational, personal recruiting — while staying compliant and ethical — pull ahead in building diverse, engaged talent communities. According to John Harrington of Phenom, only organisations that truly harness AI’s power for personalisation will transform candidate experience and stay at the front of Europe’s hiring race.
