Use AI for meaningful engagement with applicants, HR personnel urged

Artificial intelligence (AI) should not only be use as a tool for efficient hiring but also for creating meaningful interactions with applicants, human resources (HR) personnel urged on Thursday.

“Use AI, use technology to make our work more efficient and give us more time to create those meaningful conversations and meaningful interactions with our candidates,” Patrick Dimayuga, talent acquisition lead at Cargill, said during a panel discussion at the 3rd Annual Philippines HR Workplace Summit 2025.

Discussing “Future-Proofing Talent Acquisition: HR’s Digital Revolution,” Dimayuga urged HR personnel to maintain “human engagement” with applicants despite the available digital recruitment tools.

“AI should help us to automate processes, makes our life easier, but the relationship shouldn't be AI,” he said.

“Don't lose that human connection because that is really what separates us from the technology that we're using,” he added.

Company branding

Dimayuga pointed out that the younger generation, particularly Gen Z, are looking for “purpose” and “meaning” in work so it is important for companies to be “authentic” to find the right employees for them.

“If you lose the trust of the Gen Zs, or younger people, they will leave the company. So, you need to walk the talk,” he said.

“What you sell outside your employer branding should also reflect what is inside,” he added.

Jhelene Soliman, head of employee relations at Federal Land Inc., said their employer branding is linked to talent acquisition as Gen-Z looked into the culture and value of companies.

“Gen Z right now and younger millennials are so into passion [so] you want people whose dreams resonate, whose sense of purpose on what they want to contribute resonate with what their company stands for,” Soliman said.

Maria Theresa Sebastian, assistant vice president of human resources of SM Development Corporation, shared the same sentiment, saying that each employee should be consistent with the company’s branding.

“For Employer Branding, I think it should not be a project but a mindset of the whole company,” she said in the same panel discussion.

“So, from the top management and up to the smallest unit of the company. Everyone has to be the brand,” she added.

To achieve a consistent company image, meanwhile, HR personnel to “hire for attitude,” said Ma. Reneth Datahan, talent acquisition and general affairs head at Nissan Philippines Inc.

“Let us hire for attitude, Let us do away with restricted schools,” Datahan said.

The 3rd Annual Philippines HR Workplace Summit 2025 is themed “Shaping the Future of HR Empowering People and Workplaces in the Digital Area.” — BM, GMA Integrated News