High Liner Foods [TSE: HLF]

Nicholas Francois Pretorius, head of talent acquisition at High Liner Foods, has spent the last two decades honing his skills in identifying and recruiting top talent. His passion lies in connecting exceptional individuals with organizations that align with their aspirations and values. His analytical approach allows him to contextualize challenges accurately, weighing short and long-term benefits and consequences of potential solutions. It also devises innovative solutions that align with broader strategic objectives.

In an exclusive interview with Manage HR Canada, Nicholas Francois Pretorius shares his valuable insights on how to implement AI while maintaining a personal and inclusive hiring process.

What specific advancements in talent acquisition are expected to influence how organizations interact with, develop, and retain talent?

Over the past few years, talent acquisition has evolved significantly, driven by numerous challenges including technological investments, advancements, and economic fluctuations. These factors, along with COVID-19 have escalated the “war for talent.” Companies are increasingly investing in innovative recruitment strategies to respond to these changes, making many of these practices essential.

One of the most transformative approaches is the integration of artificial intelligence (AI) into the recruiting process. AI tools, particularly generative AI, can streamline tasks like resume screening, interview scheduling and other administrative tasks, allowing recruiters to focus on strategic elements such as candidate engagement and cultural alignment.  However, it is crucial to ensure that AI complements rather than replaces the human touch, maintaining a personal and inclusive recruitment process.

Another noteworthy approach is skill-oriented hiring. There is a growing shift towards valuing practical skills over traditional educational credentials. For instance, building a data science or machine learning engineering team requires skills that are so new that traditional educational pathways cannot keep up. By the time graduates enter the workplace, the required skillset will have already evolved, thereby impacting the need for non-traditional education and shifting the focus to individuals who have the skills to be adaptable, able to problem solve and exercise critical thinking.

Focusing on practical skills enhances diversity and boosts organizational agility by expanding the talent pool and allowing individuals without conventional degrees to compete effectively. This tendency gained traction in circa 2012 and has since been adopted by major companies such as IBM, Accenture, and Google.

Data-driven decision-making is also increasingly crucial in redefining recruitment strategies. Utilizing data, organizations can enhance the hiring process and align recruitment practices more closely with strategic business objectives.

“Using AI and automation correctly can save time, reduce costs, and improve the overall experience, but it's crucial to maintain the human touch to ensure personal and meaningful interactions between candidates and hiring managers”

In addition, following the pandemic, the rise of remote and hybrid work models have become a standard practice. HR professionals must balance business requirements and employment expectations, designing effective policies that sustain a unified organizational culture across geographically dispersed teams. While some companies push for a return to the office, the flexible work model has strengthened its position in the corporate world.

At last, many organizations remain devoted to creating inclusive and equitable work environments with diversity, equity, and inclusion (DEI). This commitment is ethically significant and critical for attracting diverse candidates who value workplace diversity.

As the head of talent acquisition at High Liner Foods, could you tell us about one of your recent projects?

At High Liner Foods, we are not immune to the challenges of the talent market. However, the company is proactively addressing them with various strategic schemes. One of these initiatives includes our recently evaluated employer value proposition (EVP). By analyzing the data, we have identified areas for improvement to better compete in the labor market.

In reviewing our EVP, we looked into what candidates were expecting. Amidst the pandemic when tides shifted to become a candidate market, candidates, began demanding more flexibility, better salaries, and enhanced benefits. It is important to note that these demands remain important to candidates despite post covid and economic related layoffs, even as the tides are turning back towards an employer market, one would think big corporations are back with the advantage.

Our company has made several improvements to drive value for current employees and potential candidates. It is a true “pay-for-performance” organization. We have enhanced career development opportunities, including education reimbursement, and access to training. We continue to offer a flexible hybrid work model where applicable. The family policies we have in place are more accommodating, with improved parental leave and summer hours just to name a few.

Adding significant value to the company's EVP will make it more competitive for employees and prospective hires. Ultimately, it's about doing the right thing. If the employees are happy, we have achieved our goal.

What advice would you give to aspiring entrepreneurs and HR professionals in similar positions?

Organizations should leverage AI to significantly enhance the efficiency of the recruiting process. The balance between AI and human interaction will vary by organization, but using AI and automation correctly can save time, reduce recruitment costs, and improve the overall experience.

In addition, utilizing data analysis is essential. It is important to integrate real time market talent data and internal analytics into decision-making processes to achieve a more strategic approach in cost-sensitive environments. This enables talent acquisition professionals to optimize recruitment strategies and workforce planning, making informed and effective decisions.

A critical step is to identify what sets the company apart from competitors and ensure these values meet the expectations of current and prospective employees. Being employee-focused means supporting flexibility and evolving policies and offerings based on employee needs and market trends.

Another cornerstone of human resources is authenticity in the workplace. Prospective employees seek transparency and genuine insights into a company's culture, work environment, and teams. They are more likely to engage with brands that resonate with them on a personal level. This involves showcasing who the people are, what the workplace looks like, and providing a clear picture of the leaders and teams they will work with. Authentic recruitment marketing can attract candidates who align with the company’s values and culture.