For our March employer newsletter, we decided to discuss the use of AI in recruiting seasonal workers in the adventure tourism industry.
I started researching this topic by putting “Write an article about using AI to recruit seasonal adventure workers” into Chat GPT.
Six seconds later a 600 word article appeared on my screen. It was impressively fast. The only problem was the content was bland, and to be honest, a bit silly.
You can read the article at the end of this blog post. Tip. It’s great if you are an insomniac and need to sleep.
I understand why large employers such as ski resorts use AI. HR teams are under-resourced and need to deal with huge numbers of applications. AI can do plenty of the grunt work (such as automatically rejecting completely unsuitable candidates) way faster than humans, but the limitations of AI are huge. When it comes to using AI for hiring in the adventure tourism sector, these are the main problems.
1. Seasonal workers in the adventure sector choose destinations first and then find employment. If a seasonal worker isn’t interested in living in your region, they aren’t coming to work for you, no matter how perfect they are for the job. AI algorithms are designed to match employers and employees. Targeted candidate sourcing algorithms aren’t configured to match seasonal workers to destinations.
2. The quality of seasonal adventure workers is largely determined by their soft skills. Their demeanour, their ability to deal with difficult guests, and their calmness in difficult situations can’t be judged by AI.
3. AI also can’t assess a seasonal workers likelihood to find accommodation and set themselves up in tourist towns, and finish the season. Seasonal workers often choose roles and leave jobs due to factors that have nothing to do with the working conditions.
4. Algorithms have biases. Seasonal adventure workers are ofter very young, with many of them looking for their first full time job. Young people regularly complain about job applications through big recruiting platforms going unanswered. Young people are naturally exuberant, and as they make their way in the world, test out various personalities, take risks, do silly things and publish it all on social media. Does AI advanced personality assessment tools create a bias against very young workers? Are there other biases that reject good candidates? BTW, the image above was AI generated, and it certainly looks very biased to me.
Employers who use recruitment platforms that extensively use AI are also missing out on great candidates because young people are very sceptical of the technology. Uploading resumes to recruitment sites is often seen as “a complete waste of time”, a threat to their privacy, and “a scam by data-mining companies”.
If a resume is uploaded to large recruitment platforms, it’s typically been drafted using AI technology. There’s no shortage of beautiful, grammatically perfect, cookie-cutter CVs online that have had all traces of the candidate’s personality removed from it.
These AI generated CVs are designed to improve the chances of algorithm matches rather than reflect the candidate’s qualities and personality. Young AI users can quite simply adjust their CVs for specific job ads. Are employers getting the best exponents of AI or the best candidates? It certainly looks like young candidates are gaming the AI system the gatekeepers created. That shows the candidates have initiative but it doesn’t show they are capable of doing the job.
Yes there are people who advocate strongly for the use of AI in the recruitment process. They tend to be working in HR for large companies or developers of the technology. The enthusiasm for AI in SMEs and with job seekers is a lot more subdued.
Hiring seasonal workers in the adventure tourism sector is hard. It’s no secret that there’s understaffing on the front lines, and crucial BOH support roles often go unfilled. I’m not convinced AI is going to significantly improve the situation, and it may even make things worse.
When it comes to attracting more and better quality candidates, perhaps the following are better options for hiring managers than AI.
1. Promote your business as a great place to work through your existing staff and their networks
2. Encourage your tourism association to promote your town as a great place to work. Remember that seasonal workers typically choose destinations before jobs.
3. Get potential candidates to send in a two minute unedited video about why they are a good fit for the job.(and forgive them if the video isn’t perfect).
4. Ensure that the employee’s experience matches or exceeds their expectations so they become advocates for your destination and business.
5. Adjust your existing ads so they align with seasonal workers motivations and dreams.
6. Encourage further training so employees start to consider long term careers in the adventure tourism sector.
7. Use a specialist site like www.cunextseason.com to find staff**
**Thanks for reading and did anyone see the cheeky non-AI generated ad for SEE YOU NEXT SEASON?
Title: Embracing AI Innovation in Recruiting Seasonal Adventure Workers
Introduction:
The adventure tourism industry thrives on delivering exhilarating experiences to travelers seeking adrenaline-fueled escapades. Whether it’s guiding treks through rugged terrains, leading white-water rafting expeditions, or facilitating zip-lining adventures, the demand for skilled seasonal adventure workers is ever-present. However, recruiting the right individuals with the necessary expertise and passion for adventure can be a daunting task. Enter Artificial Intelligence (AI), revolutionizing the recruitment process by offering innovative solutions tailored to the unique needs of the adventure tourism sector.
AI-Powered Solutions for Adventure Worker Recruitment:
Incorporating AI-driven technologies into the recruitment process for seasonal adventure workers presents a myriad of benefits, enhancing efficiency, and ensuring a seamless hiring experience. Here’s how AI is reshaping the landscape of adventure worker recruitment:
Targeted Candidate Sourcing:
AI-powered recruitment platforms leverage advanced algorithms to scour diverse talent pools, identifying candidates with relevant experience and qualifications in adventure tourism. By analyzing resumes, online profiles, and professional networks, AI can pinpoint individuals who possess the specific skills and certifications required for adventure roles, such as wilderness first aid training or outdoor leadership certifications.
Behavioral Analysis and Cultural Fit:
Beyond technical skills, AI can assess candidates’ behavioral traits and cultural fit through advanced personality assessment tools. By analyzing language patterns, social media activity, and online interactions, AI provides insights into candidates’ compatibility with the organizational culture and values of adventure tourism companies, ensuring a harmonious team dynamic.
Virtual Reality Simulations:
AI-driven virtual reality (VR) simulations offer a unique opportunity to assess candidates’ practical skills and decision-making abilities in realistic adventure scenarios. From navigating treacherous terrain to managing emergency situations, VR simulations provide a safe and immersive environment for candidates to demonstrate their proficiency, allowing recruiters to make informed hiring decisions with confidence.
Personalized Candidate Engagement:
AI-powered chatbots and virtual assistants enhance candidate engagement by providing personalized support and guidance throughout the recruitment process. From answering inquiries about job opportunities to scheduling interviews and providing feedback, AI-driven assistants offer round-the-clock assistance, ensuring candidates feel valued and supported at every stage of their journey.
Predictive Analytics for Demand Forecasting:
AI algorithms analyze historical booking data, seasonal trends, and customer preferences to predict future demand for adventure experiences accurately. By forecasting peak seasons and popular destinations, adventure tourism companies can proactively plan their staffing requirements, ensuring they have the right number of seasonal workers to meet customer demand and deliver exceptional experiences.
Case Study: REI’s Use of AI in Adventure Worker Recruitment
Outdoor retailer REI embraces AI-driven recruitment solutions to identify passionate and skilled seasonal adventure workers for its guided outdoor adventures program. By leveraging AI-powered platforms, REI streamlines the recruitment process, matching candidates with diverse outdoor pursuits, from hiking and rock climbing to kayaking and mountaineering. With AI’s assistance, REI ensures its adventure guides possess the expertise and enthusiasm needed to inspire and empower outdoor enthusiasts.
Challenges and Considerations:
While AI offers transformative benefits for adventure worker recruitment, there are challenges and considerations that companies must address:
Ensuring Ethical Use of AI: Striving for fairness and transparency in AI algorithms to prevent bias and discrimination in candidate selection.
Balancing Automation with Human Touch: Maintaining a balance between AI-driven automation and human interaction to preserve the personalized and authentic nature of adventure tourism experiences.
Addressing Technological Barriers: Overcoming challenges related to access to technology and digital literacy in remote or rural areas where adventure tourism activities are prevalent.
Conclusion:
The integration of AI into the recruitment process for seasonal adventure workers heralds a new era of innovation and efficiency in the adventure tourism industry. By harnessing AI-powered solutions, companies can identify, engage, and onboard top talent seamlessly, ensuring they have the skilled workforce needed to deliver unforgettable outdoor experiences. As AI continues to evolve, its role in adventure worker recruitment will become increasingly indispensable, shaping the future of adventure tourism worldwide.