From conversational AI bots, to interview scheduling automation, to AI-powered screening tools, every week seems to bring a new AI innovation to the recruiting and talent acquisition space. To navigate this shifting landscape of TA technology, it helps to turn to a seasoned expert in the field who can put new recruiting innovations into perspective. Our recent conversation with Charles Mah, Chief Customer and Operations Officer at GoodTime, did just that.
With over 20 years of experience leading talent at companies like Workday and SAP, Charles spoke with Brenna Lenoir, SVP of Marketing at CodeSignal, about using AI tools to support a “human-centered” approach to TA, best practices for hiring customer-facing talent, making time for learning, and more.
Watch their full 30-minute conversation, or read on for key takeaways from Charles Mah.
What is a human centric approach to TA?
A human-centered approach is about treating people like people. Candidates are often seen from an employer’s perspective as what they can do for the organization and why they should join. In today’s market, it’s more important than ever to treat candidates like customers.
Candidates may use your products or services, whether you realize it or not. So how you treat candidates—such as providing a timely, quality response or having a journey that’s reflective of the needs of those candidates—is really important. I think it’s a differentiator for employers. Employers who adopt this approach not only improve hiring outcomes but also see business benefits, particularly in high-volume hiring scenarios like retail.
The benefits of a human-centric approach
With a human-centered approach, you’re also learning more about candidates—not just through their answers but by understanding their aspirations. A more human-centric approach lets you discover candidates’ skills and aspirations, which can lead to better retention. For example, someone applying for a manufacturing role might aspire to be a project manager. By learning that early on, you can align their path with the organization’s needs.
Applying the “learn” approach to recruiting
The learn approach is about asking questions beyond the present. Traditional behavioral questions focus on past accomplishments. The learn approach shifts the focus to what candidates want and need for their future. For instance, instead of asking only about their past, ask how the organization can support their goals. This approach uncovers where candidates want to go, which helps address retention challenges.
Misalignment often happens when candidates accept a role for its immediate benefits but find it doesn’t meet their long-term goals. By understanding their aspirations upfront, you can create alignment and offer meaningful opportunities.
How do you balance genuine human connection with the efficiencies AI provides?
AI is a tool for driving efficiency, but it should support—not replace—the human-centric aspects of hiring. At GoodTime, we focus on ensuring hiring managers, interviewers, and recruiters have more time to prepare and engage with candidates meaningfully. While AI can streamline processes, maintaining a balance ensures the experience doesn’t become impersonal.
Priorities for hiring world-class customer success teams
Customer success roles have evolved significantly. The key skills I look for include de-escalation, value realization, strong communication, and project management. Customer success involves a blend of managing escalations, understanding client goals, and delivering value. Effective communication and project management are essential to navigate these demands and ensure success.
Traditional recruiting might focus on candidates with customer success experience, but I look more broadly. Skills like project management and communication are transferable from roles in operations management, HR, or IT. It’s about broadening the aperture to find strong talent, even if they come from nontraditional backgrounds. Hiring for potential and providing growth opportunities can also lead to great outcomes.
How to balance developing teams with finding time for your own growth
This is challenging. I focus on carving out time for self-reflection and continuous learning, whether through assessments, reading, or online resources. Identifying your skill gaps and committing an hour or two a week to improvement can make a big difference. Recently, I’ve worked on conflict resolution and negotiation, as these are critical for leadership in customer success.
Advice for integrating AI while maintaining a high-touch approach
Start by mapping out your processes and understanding where AI can add value. Focus on aligning AI to support your team and improve efficiency while ensuring the candidate experience remains engaging. Taking a structured approach allows for long-term success without compromising on the human touch.
Check out the full recording of their conversation, plus our other webinars with talent acquisition leaders, in our Resource Center.