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Author: Madeline Laurano

Madeline Laurano is the founder and chief analyst of Aptitude Research. For over 18 years, Madeline’s primary focus has been on the HCM market, specializing in talent acquisition and employee experience. Her work helps companies both validate and re-evaluate their strategies and understand the role technology can play in driving business outcomes. She has watched HCM transform from a back-office function to a strategic company initiative with a focus on partnerships, experience and efficiency.

Before founding Aptitude Research, Madeline held research roles at Aberdeen, Bersin by Deloitte, ERE Media and Brandon Hall Group. She is the co-author of Best Practices in Leading a Global Workforce and is often quoted in leading business publications including The Wall Street Journal, The Boston Globe, Yahoo News, The New York Times and The Financial Times. She is a frequent presenter at industry conferences including the HR Technology Conference and Exposition, SHRM, IHRIM, HCI’s Strategic Talent Acquisition Conference, Unleash, GDS International’s HCM Summit, and HRO Today.

In her spare time, she is a runner, an avid sports fan and juggles a house full of boys (where a spontaneous indoor hockey game is not unheard of!).

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Reimagining the Career Site in 2025

Career sites are undergoing a fundamental transformation — and it’s not happening quietly. Once considered a “check the box” or branding touchpoint, the career site is now a strategic priority with growing urgency and even C-suite visibility. For many organizations, especially those competing for high-volume and high-skill talent, the career site is now seen as a critical extension of the employer brand, candidate experience, and even business performance.

The traditional career site model — static, content-heavy, and largely employer-centric — is no longer serving the needs of today’s job seekers. Candidates expect digital experiences that mirror the convenience and personalization of consumer platforms. In response, a new generation of career sites is taking shape: leaner, more intuitive, conversational, and far strategic front door to the organization. New research from Aptitude found that:

  • 1 in 4 companies are looking to invest in a new career site this year.
  • 62% of those companies stated that they are receiving pressure from their C-level executives to improve the career stie

From job search that surfaces relevant roles instantly, to interfaces that guide rather than overwhelm, this new model reimagines what it means to attract and convert talent.

This shift is not being driven by startups or fast-moving disruptors, but by large enterprise organizations — brands like Marriott that are setting the tone for what modern, high-performing career sites should look and feel like. These companies are moving beyond templates and legacy CMS platforms, investing in custom-built experiences that are conversational, hyper-personalized, and service-led.

But this evolution is also part of something bigger. Career sites are no longer standalone assets — they sit at the intersection of a bigger conversation in TA Tech around candidate experience, engagement, and outcomes. They are where first impressions are made, where talent pipelines are activated, and where company culture becomes real for prospective hires. In this sense, the career site is not just a recruiting tool — it’s a company initiative.

Growing Investment in Career Sites

There has always been an urgency around career sites, but this year even more so. We found that 70% of enterprise companies have a dedicated career site. As labor markets tighten and candidate expectations evolve, organizations are realizing that their ability to compete for talent starts with the experience delivered on their career site. No longer seen as a static entry point or a compliance-driven necessity, the career site is now viewed as a critical part of the TA tech stack.

Our research shows that 1 in 4 enterprise companies plan to replace their career site within the next 12 months, an indicator of just how misaligned current solutions have become with candidate expectations. These replacements reflect more than cosmetic updates — they are efforts to fundamentally rethink search functionality, site speed, design simplicity, and personalization.

This urgency is driven not just by internal dissatisfaction, but by the reality that a poor career site directly impacts candidate drop-off, time-to-hire, and brand perception. For many TA leaders, the career site has become the most visible — and most urgent — fix on their roadmap

Backing this urgency is a marked increase in financial investment. 42% of companies report that they are increasing their investment in their career site over the next year. This is a strong sign that organizations are beginning to treat their career site not as a one-time launch, but as a living digital product — one that must evolve, iterate, and improve over time.

For many organizations, the career site is where change starts — because it’s the most visible, most candidate-facing asset. And once momentum builds, it often leads to broader improvements across the recruiting ecosystem.

Challenges and Realities

As the career site takes on greater strategic importance, the limitations of traditional models have become more visible — and more costly. Despite being the starting point for most job seekers, many career sites still fall short of delivering the kind of efficient, engaging, and intuitive experience that today’s candidates expect. And for many traditional providers, the cost of a career site has gone up. Companies often spend several hundreds on the career site and additional content services to support it.

A closer look at the data and candidate behavior reveals a number of challenges including search, lack of analytics, and low engagement. Additional challenges include site bloat and inability to target audiences like frontline workers.

Top Challenges with Career Sites

 Ineffective Search Experience

Search is arguably the most essential feature of any career site — and one of the most underperforming. Candidates arrive with a clear intent: to find a role that matches their skills, goals, and availability. Yet in many cases, the search bar functions poorly, filters are limited, and job results feel generic or irrelevant.

Leading companies have reimagined search as a core design element, placing it at the center of the candidate journey. With intuitive filtering by role type, location, and brand, career sites can enable fast, personalized job discovery — reducing friction and aligning with how people navigate digital platforms in their daily lives.

Slow Time to Engagement

Time-to-engagement — the length of time it takes a visitor to take meaningful action — is a critical performance metric. Yet, 72% of companies report that it takes more than five minutes for candidates to engage with their career site in any meaningful way.

This delay is often due to complex navigation, long content pages, and unclear calls to action. Instead of guiding users toward relevant roles or helpful resources, legacy designs tend to overwhelm or distract.

Modern career sites streamline this process, using dynamic content, personalized landing pages, and job-first logic to engage candidates within the first few clicks.

Content Bloat and Fragmentation

Historically, organizations have taken a “more is better” approach to career site content. But in many cases, this leads to site bloat, where candidates must wade through page after page to find relevant information.

Our research shows that 60% of companies have more than four pages on their career site. While well-intentioned, this excess content can actually undermine engagement — especially when it’s outdated, redundant, or hard to navigate.

Top-performing sites are flipping this model, offering less content, more relevance, and a streamlined flow that focuses on action, not brochure-style storytelling.

Under-Serving Frontline and Hourly Talent

A major blind spot for many employers is the experience of frontline and hourly workers, who represent a significant percentage of the global workforce.

Yet, only 28% of companies with hourly roles have a dedicated career site experience for this segment. This is a missed opportunity. These candidates often apply via mobile, value speed over polish, and expect fast, frictionless experiences — especially for roles in retail, hospitality, and healthcare.

Companies like Marriott are leading the way with tailored job searches, simplified applications, and location-aware content that directly supports this segment.

TruGreen reimagined its career site and saved $1.8 million in 12 weeks.

Limited Analytics and Optimization

Most companies track basic site metrics like visits and page views, but very few have access to behavioral analytics that can improve candidate conversion. Without insights into search abandonment, drop-off rates, or time-on-task, career sites remain static assets instead of adaptive, performance-driven platforms.

In the absence of actionable data, employers struggle to answer key questions:

  • Why are candidates dropping off? 25%
  • Which jobs are most viewed but least applied to?
  • What content actually drives engagement?

Unlocking these insights is essential to evolving the career site into a continuous optimization engine — one that adapts and improves based on real-time candidate behavior.

Key Trends in Career Sites

Less Is More: Dynamic Experiences Over Bloated Content

Modern career sites are shedding their excess. Where many legacy sites still span five to ten static pages, today’s leaders are streamlining the experience, minimizing navigation friction, and delivering dynamic content that adapts to the candidate’s journey.

Marriott exemplifies this “less is more” approach. Rather than overwhelming candidates with corporate content, the site emphasizes fast load times, a simplified interface, and immediate access to job search. It respects the user’s time and keeps the focus on exploration and action, not scrolling.

In an age where attention spans are short and application drop-off is high, simplicity isn’t just a design preference — it’s a competitive advantage.

Built-In Search and Job Discovery

Effective search is no longer optional — it’s a baseline expectation. Candidates expect job sites to work like any top-tier e-commerce experience: predictive, personalized, and fast. Career sites that bury roles beneath layers of content or force users through broken filters are simply being left behind.

Marriott addresses this head-on by embedding intelligent job discovery into the fabric of its site. Candidates can search instantly by location, brand, or role, and see relevant listings in real time — including those targeted to frontline and hourly workers, who are often under-supported on traditional platforms.

When job search is front and center, engagement increases and friction decreases — a pattern echoed in our research.

Conversational and Interactive UX

Static career sites are giving way to experiences that feel guided, responsive, and human. Candidates no longer want to be dropped into a content maze. Instead, they expect a journey that mimics the best of consumer UX — where support, recommendations, and clear calls to action help move them forward.

Marriott delivers on this trend by offering a concierge-like digital experience. The site reflects the brand’s hospitality ethos — creating a tone that is warm, intuitive, and supportive. Interactive elements, clear pathways, and tailored calls-to-action ensure that the experience doesn’t feel transactional, but relational.

This shift from “content to conversation” is setting a new standard in candidate experience.

Consumer-Grade and Global Design

Today’s candidates — regardless of industry or role — bring consumer expectations to the job search. They’re comparing the experience of exploring a career site to their favorite shopping, streaming, or travel platforms. As such, design quality, emotional resonance, and mobile responsiveness are critical.

Marriott’s site is both visually rich and globally consistent. It offers a multilingual experience with localized content and design parity across regions — crucial for an enterprise brand operating in dozens of markets. This attention to detail builds trust and shows respect for the user’s context, whether they’re in Seoul, São Paulo, or Seattle.

Personalization and Inclusive Branding

Career sites must now reflect not only the diversity of roles, but the diversity of the people filling them. That means offering customized pathways for students, veterans, hourly workers, and corporate professionals — and doing so with language that’s inclusive, authentic, and emotionally resonant.

Marriott stands out in its ability to tell real stories from real employees, reflecting a wide range of identities, roles, and career journeys. The site doesn’t just show what jobs are available — it shows who thrives in them. This authenticity is key to building connection, especially among underrepresented candidates seeking belonging.

The White Glove Service Model

As the design of career sites evolves, so does the way they’re built and maintained. Increasingly, enterprise companies are moving away from rigid templates and standard CMS platforms in favor of custom, expert-managed solutions that feel tailored, branded, and effortless to maintain.

This shift is particularly evident in brands like Marriott, where the career site feels crafted — not copied. Pages are clean, focused, and updated without the internal bottlenecks that often plague traditional systems. The experience mirrors the standard of customer service Marriott is known for, reflecting a growing trend: treating candidates like customers.

In this white-glove model, creative assets, job data, UX design, and analytics are managed as part of a continuous service — not a one-off redesign. The result is a site that adapts as the company evolves, without requiring constant internal lift.

The Future State: Rethinking Value

The future of the career site isn’t just about design — it’s about function, flexibility, and strategic value. Career sites are no longer portals to browse jobs; they are platforms for interaction, insight, and trust-building.

Tomorrow’s career site will be:

  • Fast: Designed for instant job discovery and mobile access
  • Personalized: Tailored by role, location, and user behavior
  • Emotional: Rooted in storytelling and brand connection
  • Smart: Driven by analytics, responsive to candidate behavior
  • Service-led: Continuously optimized by experts, not locked into static templates

In this model, the career site becomes a living extension of the organization’s talent strategy — and for candidates, a seamless, branded, and empowering first step in their journey.

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UKG’s Next Chapter: The Future Looks Bryte

Last week, I had the opportunity to attend UKG Analyst Day, where we heard directly from the UKG leadership team about their vision, roadmap, and continued investment in creating technology that serves both employers and employees. The event underscored how UKG is evolving — not just as a technology provider, but as a long-term workforce partner focused on meeting the complex and rapidly changing needs of today’s organizations.

As workforce dynamics continue to shift — from persistent frontline labor shortages to increasing demand for personalization, extensibility, and AI-driven insights — UKG is positioning itself as a company that is both innovating rapidly and listening intently to its customers.

Here are my top five takeaways from the day:

1. UKG’s Growth and Unified Vision
UKG is quickly approaching $5B in revenue and is deeply focused on building a unified platform and experience under the banner of “One UKG.” This isn’t just a branding exercise — it’s an organizational alignment effort that spans technology, services, and customer experience. From workforce planning to payroll, customers view UKG as a strategic, future-proof investment that meets today’s operational needs while providing extensibility and innovation for the long term.

2. Frontline Workers at the Core
UKG is doubling down on solutions for the frontline workforce. This forgotten workforce has historically been underserved by traditional HR tech, and UKG is changing that through new features like shift bidding, dynamic scheduling, and self-service tools tailored for industries like retail and healthcare. Vertical expertise is a clear differentiator here, with real-time coverage optimization and AI-driven labor forecasting designed to help frontline managers make faster, smarter decisions.

3. Introducing Bryte
Perhaps the biggest announcement of the day was Bryte, UKG’s new agent-based AI platform. This is not a bolt-on chatbot — it’s an orchestration engine that leverages a robust set of AI tools and data to automate complex workflows and provide deeper, contextual insights. Bryte enables conversational analytics, document Q&A, predictive nudges, and what UKG calls “AI you can trust,” giving organizations more transparency, control, and intelligence across the workforce lifecycle.

4. A Reinvigorated Leadership Team
With 50% of the leadership team being new, UKG has made thoughtful changes to its product and executive structure. The goal? To reduce internal friction, sharpen focus on customer root problems, and empower engineering and product teams to execute with clarity. It’s a meaningful pivot that reflects UKG’s commitment to long-term agility and relevance in a highly dynamic market.

5. Deepening the Ecosystem with ServiceNow
UKG’s partnership with ServiceNow signals a strong commitment to building a more connected and extensible HR tech ecosystem. The integration of UKG’s workforce data with ServiceNow’s workflow capabilities enables organizations to streamline operations across HR, IT, and finance. This kind of interoperability reflects where the market is heading — toward open, collaborative platforms that empower employees and reduce friction across the enterprise.

From investments in AI and extensibility to a renewed emphasis on engagement, payroll innovation, and industry services, UKG is moving confidently into its next chapter — one built not just on software, but on relationships, outcomes, and trust.

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Four Key Takeaways from Eightfold’s Cultivate Event

What a difference a year makes. One year ago, many HR and business leaders were cautiously curious about AI.

This year at Eightfold Cultivate, the shift was unmistakable:
The room was full of C-level executives, global HR leaders, and talent strategists—and the question is no longer if AI will be adopted, but how fast and how deeply it can be embedded across the talent lifecycle.

The conversation has shifted from fear and uncertainty to excitement, strategy, and impact.

This event was a signal of what the future of talent looks like—with action plans, not just ideas.

Four highlights for me:

  1. Microsoft and HP panel. I was fortunate to moderate a panel with HR leaders from Microsoft and HP on shifting to a skills-based approach, finding the right partner, and executing on a change management strategy. We explored how these companies are:
    • Unifying talent acquisition and talent management under one platform. TA and TM are two sides of the same coin. If you are looking at a skills-based approach, companies need to consider a provider for both.
    • Using a single system of intelligence to align hiring with reskilling.
    • Communicating and aligning with senior leaders, HR business partners, and employees in advance.
    • Ensuring success through four pillars: implementation, communication, consistency, and commitment
    • Empowering employees to see change as opportunity, not risk

Skills-based transformation isn’t a tech project—it’s an organizational mindset shift, and it only works with the right partners, frameworks, and long-term leadership buy-in.

2. Sachit Kamat’s Product Keynote. Eightfold announced several product updates including the AI Interviewer:

  • It is redefining early funnel workflows, saving time, and improving recruitment efficiency
  • AI is now conversational, contextual, and fully embedded across the employee journey
  • Automation meets human intelligence—with hiring managers and recruiters staying in control, but finally freed from friction and delay

These aren’t traditional demos. These are live capabilities, already saving time and improving outcomes.

3. Salesforce Panel on Building Agents Responsibly and Managing Agent Sprawl. I loved this panel and the practical advice to any company looking at building or buying agents. Key takeaways to ensure governance:

  • Cross-functional governance councils with HR, legal, sales, and business leaders
  • Technical and ethical reviews for every agent initiative
  • Pushback from legal is expected—but when concerns are unpacked, they become actionable requirements
  • Sometimes you absorb the risk in the name of innovation—with legal aligned on the business rationale
  • Agents are now part of workforce planning—balancing humans and AI in org design
  • HR must be involved to understand impact and lead upskilling, with tools like Eightfold supporting the transition
  • Always stay grounded in the business problem—avoid abstract AI deployments

    And my favorite- you can start small! They started with an agent to answer simple benefits questions.

4. Digital Twin. Ashutosh Garg introduced the concept of digital twins for employees, enabling managers to access historical context and ensure continuity during transitions. a system designed to capture and preserve the context of an employee’s role, skills, and contributions. When a critical employee leaves, the Digital Twin allows their manager to generate a tailored 30-60-90 day plan for the incoming replacement. This approach reflects a broader shift in how organizations think about productivity—not as something isolated to individuals, but as something embedded in systems, relationships, and workflows. As Ashutosh Garg put it:

“We’re going from an influential view of the worker to a three-dimensional understanding of the work itself.”

There are clear upsides:

  • Managers gain a referenceable history of work and skills
  • Successors start with structured guidance
  • Organizations avoid starting from scratch every time someone moves on

At the same time, digital twins raise important questions about data ownership, transparency, and how context is defined.

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The HR Tech Reckoning: What to Reevaluate, Repurpose, or Retire in 2025

During the pandemic, HR and TA leaders were given unprecedented budgets to support remote hiring, DEI initiatives, and workforce agility. For many companies, HR tech spending exploded—fast decisions were made, and vendors were brought on without a clear long-term strategy. Fast forward to 2025: sales cycles are slower, CFOs are tightening wallets, and TA leaders are under pressure to do more with less. But, despite visible signs of waste, many HR teams resist auditing these investments, let alone having transparent conversations about value and impact.

It’s time to shift the narrative. HR leaders need to lead the charge in reassessing post-pandemic investments. According to Aptitude Research, only 38% of TA leaders can show ROI on their technology investments, and 1 in 3 believe their current budgets are being wasted.

Let’s fix that.

We created the following framework to help with spend: Reevaluate. Repurpose. Retire.

1. Reevaluate – What’s still earning its place?

Ask:

  • What tools are actively used by recruiters and hiring managers?
  • Which platforms have adoption below 50%?
  • Are we measuring success through real metrics like time-to-hire or recruiter efficiency?
  • Is this solution integrated—or creating more silos?

According to Aptitude Research, the biggest frustrations with TA tech are lack of integration (41%) and cost of implementation (36%). That’s not just a nuisance—it’s wasted money.

2. Repurpose – Can this solution serve another function or team?

Ask:

  • Can underused solutions support internal mobility or onboarding instead of external hiring?
  • Is there an opportunity to centralize this platform across functions (e.g., CRM used for alumni engagement or DEI tracking)?
  • Can you negotiate cross-functional funding for tools that serve HR and L&D?

 Some platforms have broad capabilities, but HR often isolates them to one use-case. Break down internal silos to unlock more value.

3. Retire – What needs to go?

Ask:

  • Does this solution duplicate functionality we already have elsewhere?
  • Is there a vendor up for renewal in the next quarter that hasn’t demonstrated ROI?
  • Could a consolidated platform replace multiple point solutions?

 Aptitude’s research shows price and lack of ROI are the top reasons companies replace vendors. Yet HR often holds onto “legacy tools” out of habit or sunk cost fallacy.

Technology / ToolReevaluate
(Is it valuable?)		Repurpose
(Any cross-use?)		Retire
(Rationale to sunset?)
[Usage, Adoption, ROI][Alternate Use or Teams][Overlap, Cost, Low ROI]
[Usage, Adoption, ROI][Alternate Use or Teams][Overlap, Cost, Low ROI]
[Usage, Adoption, ROI][Alternate Use or Teams][Overlap, Cost, Low ROI]
[Usage, Adoption, ROI][Alternate Use or Teams][Overlap, Cost, Low ROI]
[Usage, Adoption, ROI][Alternate Use or Teams][Overlap, Cost, Low ROI]
Guiding Questions:
  • Is the tool actively used by recruiters or managers?
  • Are its capabilities fully leveraged, or is it duplicative?
  • Does it integrate with your current systems?
  • What is the total cost of ownership (TCO)?
  • Can it serve another function or team?
  • When is the contract up for renewal?

How to Present This to the CFO or CIO

Once you’ve audited your tools through the 3R framework, reframe the conversation in CFO-speak:

1. Lead with outcomes. Don’t talk about features—talk about metrics: reduced cost-per-hire, lower attrition, and recruiter efficiency.

2. Demonstrate cost avoidance. Show how retiring tools avoid future spend and allows reallocation toward growth or automation.

3. Speak to transformation. Only 32% of HR professionals are active in transformation discussions, according to Aptitude. That must change. Budget optimization is transformation.

4. Use a one-page ROI brief. Outline total cost of ownership, direct and indirect benefits, and a clear timeline for realizing value.

The post-pandemic budget high is over. What remains should be investments that move the business forward. The HR function can’t afford to be sentimental about software. This is about leadership, discipline, and driving business impact.

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HireEZ’s Agentic AI: Empowering Recruiters with Humanity and Innovation

Last month, HireEZ marked a major milestone in its ten-year journey by announcing the launch of its newest innovation: the EZ Agent, powered by Agentic AI. This announcement not only reflects the company’s consistent evolution with market needs but reinforces its unwavering focus on the recruiter — a mission that has defined HireEZ from the start. In HireEZ fashion, they also made this announcement at a major industry event they hosted in Dallas.

Over the years, HireEZ’s journey has evolved — from AI sourcing to CRM and robust analytics — all with one goal in mind: to make the lives of recruiters easier. And now, with the EZ Agent, they’re taking that mission to the next level.

Three themes stand out to me:

A Human-Centric Innovation

What sets this announcement apart is its human-centric approach. EZ Agent isn’t about replacing recruiters or removing the human touch from talent acquisition. It’s about enhancing it. It’s about freeing up time, reducing the administrative burden, and enabling recruiters to focus on what truly matters: building relationships, making strategic decisions, and delivering better experiences.

Our research at Aptitude shows that the top benefits companies expect from agent-based technology are:

  • 46% aim to improve efficiency
  • 45% seek faster decision-making
  • 35% want to create a better candidate experience

You don’t have to trade one for the other. Agentic AI helps organizations achieve all three — simultaneously.

Redefining Autonomy in Talent Tech

The term “agent” often raises red flags — fears of automation replacing jobs. But EZ Agent takes a semi-autonomous approach that empowers, not replaces. It provides support, guidance, and execution — all while keeping recruiters in control.

According to our Aptitude Research findings:

  • 62% of companies interested in agent technology prefer semi-autonomous solutions (those that make recommendations but don’t make final decisions)
  • 18% are looking for assistive technology (insights only)
  • Only 8% are interested in fully autonomous agents
  • 12% are not sure

EZ Agent helps source candidates, review profiles, engage with talent, and even coordinate interview scheduling — all in one integrated platform.

Easy Adoption, Powerful Impact

Beyond functionality, EZ Agent is built for easy integration and fast adoption. In a world where recruiters are often expected to become tech experts, HireEZ breaks down those barriers. The platform is intuitive, flexible, and designed to support — not overwhelm.

As Steven Jiang, CEO of HireEZ,said:
“A recruiter’s value should NOT be determined by how technical you’re at using software!”

The launch of Agentic AI is more than just a product release — it’s a reflection of HireEZ’s ongoing commitment to reimagining recruiting in a way that empowers people. I’m excited to see what is next.

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Key Themes from IAMPhenom: Agentic AI, Customer Focus, and Industry Shifts

This year’s IAMPHENOM conference in Philadelphia felt much larger than in past years- not just in attendees but in content and product announcements as well. With 2,500 attendees, over 90 sessions, and more than 100 customer speakers from organizations like Mastercard, Pepsi, and SSM Health, the event highlighted the growing interest in AI-driven innovation. The expanded partner expo and increased industry participation reflects Phenom’s evolving role in the HR tech space.

While Agentic AI—with the introduction of 25 AI-powered agents—was the headline announcement, what stood out most to me was Phenom’s focus on customer engagement. From leadership to sales and customer support, the company’s emphasis on long-term relationships was clear. Executives like Mahe Bayreddi and Cliff Jurkiewicz clearly have strong, personal connections with many of their customers, reinforcing the theme of “customer obsession” that came up repeatedly throughout the event.

However, beyond the product announcements and customer focus, the broader implications for HR technology adoption, skills-based hiring, and AI-driven decision-making raise important questions about the future of talent acquisition and HR Tech. Are companies ready to transition to Agentic AI? What does that mean for the future of HR/recruiting?

Key Themes from IAMPHENOM

1. Skills-Based Talent Approaches

Phenom has been moving toward a skills-based approach to talent, which came up in discussions on the Enterprise Talent Graph and Ontology Editor. Whether you are sick of skills or not, providers seem to be doubling down on this area. It remains to be seen whether Phenom will fully pivot to a skills-based provider.

2. Agentic AI and Its Impact on Talent Acquisition

Phenom’s announcement of 25 AI-driven agents highlights how Agentic AI is reshaping talent acquisition and management. The focus on AI-driven automation shows a shift in how companies will interact with HR technology—moving from traditional systems to more proactive, responsive, and independent AI agents that can streamline hiring and internal mobility. Tim Sackett and I are working on a study and early results found that 1 in 3 companies are in the process of considering agents for HR. When asked what level of autonomy companies expect agents to have- 52% said semi-autonomous and only 8% believe they should be fully autonomous.

3. Deloitte Partnership and Expanding Enterprise Reach

A key announcement from the event was Phenom’s partnership with Deloitte, which shows a push toward deeper enterprise adoption. Deloitte’s influence in HR transformation projects could help expand Phenom’s presence in larger organizations that are looking to integrate AI-driven talent solutions.

4. Customer Advisory Board (CAB) Engagement

Phenom shared updates on its Customer Advisory Board (CAB), highlighting strong engagement and growth:

  • 63 active members
  • 89% of members as referenceable customers
  • 100% customer renewal rate
  • 338% growth in executive participation
  • 91% in-person attendance

.The focus on CAB deeply influences product with 30+ product innovations influenced by the CAB and 18+ use cases identified and ROI validated.

5. The Edge Acquisition and Future Expansion

Last month, Phenom also announced the acquisition of Edge, a move aimed at strengthening its workforce planning capabilities. The acquisition shows its growth in India, momentum in professional services, and strengthening of its skills-based approach.

Understanding Agentic AI Announcement

Phenom’s Agentic AI includes a suite of 25 AI-powered agents designed to automate and enhance various HR functions. One question asked in the analyst session- was why build 25 agents instead of announcing agentic capabilities with specific use cases.

Below is what is important to know about this announcement.

1. X+ Ontologies

A foundational element of Phenom’s Agentic AI is the development of X+ Ontologies. These ontologies standardize disparate and unstructured enterprise data into actionable insights. By creating structured taxonomies of skills, roles, and tasks, companies can better align their HR operations with overarching business strategies.

2. X+ Agent Studio

Building upon the ontologies, the X+ Agent Studio offers pre-built, no-configuration AI agents tailored to specific industry needs and job roles. These agents collaborate with HR teams to automate routine tasks, provide predictive insights, and enhance decision-making processes.

I love the opportunity of what Agentic AI offers but there are still many unknowns. We are going to see more and more Agentic AI announcements this year. What will make companies stand out is a focus on ROI, customer support, and a deep understanding of the role of HR.

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Workday: From System of Record to System of Agents

Workday is expanding its AI-powered agent offerings, into a platform called Workday Agent System of Record. Last year, Workday announced four agents: Recruiting Agents, Talent Mobility Agents, Planning Agents, and Optimize Agents. Now, Workday is adding even more capabilities with the introduction of new agents, including Payroll Agents, Knowledge Agents, Contract Agents, and Auditing Agents. Its Agent System of Record will orchestrate these agents with third-party agents in its marketplace to become essentially a “System of Agents.”

The Agent System of Record is designed to automate a wide range of HR tasks, streamline processes, and improve decision-making—all while maintaining a focus on the human element. These agents are tailored to various HR functions.

How Will Workday Go About This?

Workday’s strategy revolves around creating a unified framework in which AI-powered agents work to assist HR departments and organizations as a whole. These agents will be embedded into Workday’s platform, seamlessly integrated into users’ workflows via Workday Assistant. By interacting with both Workday’s core functions and third-party applications, these agents will support everything from talent acquisition to compliance, financial audits, and payroll management.

The key to this rollout is Workday’s system of record, which serves as the central hub for managing not just human employees but also AI-driven agents. By embedding AI into HR processes, Workday enables organizations to automate repetitive tasks, allowing human employees to focus on more strategic and creative endeavors.

Workday will also ensure that organizations can easily access and manage these agents through the Workday Marketplace, where businesses can integrate third-party agents into their system. This will provide businesses with the flexibility to build a tailored digital workforce, creating a highly customizable and adaptable HR ecosystem.

How Will This Impact the Market?

By integrating a growing suite of AI agents into its platform, Workday is positioning itself as the leader in AI-driven HR management solutions. This shift will likely drive increased demand for AI capabilities within HR departments, as businesses seek to stay ahead of the curve and improve operational efficiency.

One of the most important aspects of this development is how it shifts the responsibility for managing AI from IT to HR. As HR systems evolve to include AI, HR will need to manage not just human employees, but also digital agents, data access, and AI-driven workflows. This is a natural progression, given that HR departments are already responsible for sensitive employee data and compliance, making them the ideal stewards of these digital workers. We addressed this as a major finding in our Aptitude Global Trends report.

Additionally, Workday’s “System of Agents” will impact the market by helping companies scale their workforce without adding operational complexity. The system will simplify the process of integrating AI, empowering organizations to expand their capabilities without the typical barriers to entry associated with new technologies.

The question will be how will other providers in HR Tech approach agents now moving forward? Will they compete with Workday or focus on integration instead?

5 Key Points of This Announcement

New AI Agents Introduced: Workday’s expanding “System of Agents” now includes Recruiting Agents, Talent Mobility Agents, Planning Agents, Optimize Agents, Payroll Agents, Knowledge Agents, Contract Agents, and Auditing Agents. These agents will work across different HR functions to streamline processes, reduce manual effort, and increase accuracy.

HR System of Record: The HR system of record is uniquely suited to manage both human employees and AI agents. HR departments are already responsible for managing sensitive employee data, making them the ideal custodians of AI agents and digital workflows. This creates a seamless ecosystem where data security and AI governance go hand in hand.

Managing Costs: Workday is taking a proactive approach to cost management for AI agents. By tracking AI usage and providing transparency on costs, Workday ensures that businesses can effectively scale their digital workforce while keeping operational costs under control.

Integration Challenges: Integrating AI agents into existing workflows can be complex, but Workday is making the process easier by providing a unified platform that supports both native and third-party agents. Through the Workday Marketplace, organizations can easily integrate and manage these agents, overcoming typical integration barriers.

Improved User Experience: The integration of AI agents will significantly improve the Workday user experience. These agents will reduce the time spent on manual tasks, automate decision-making processes, and enhance overall efficiency, allowing users to focus on higher-level tasks and strategic thinking.

By integrating AI agents into its platform, Workday is enabling organizations to optimize their HR processes, automate routine tasks, and create a more efficient, scalable workforce.

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Paradox Acquires Eqtble: Advancing AI and People Analytics in HR Tech

Today, Paradox announced the acquisition of Eqtble, a people analytics provider. With this move, Paradox is proving that it is far more than just a talent acquisition solution—it is a company with a bold vision for AI-driven workforce intelligence.

We’ve been studying the rapid growth of people analytics and the increasing demand for accessible, real-time workforce insights. Our research shows that 93% of companies are increasing or maintaining their investment in people analytics, but confusion in the market persists. Many companies struggle to navigate complex tools, justify costs, and find solutions that empower HR professionals rather than overwhelm them.

Paradox’s acquisition of Eqtble tackles these challenges. Here are three key themes that make this deal so significant:

1. Paradox is More Than a Point Solution

Many still think of Paradox as just a conversational AI tool for talent acquisition—but this acquisition makes it clear that Paradox is building something much bigger. By integrating Eqtble’s expertise in people data with Paradox’s strength in AI-driven automation, the company is creating a seamless, data-powered HR experience.

This isn’t just about recruiting—it’s about delivering workforce insights that help companies hire smarter, retain talent, and drive better business decisions. The ability to pull data from multiple HR systems and present it in a simple, digestible format will transform how HR leaders operate.

With Eqtble’s deep analytics capabilities and Paradox’s ability to make interactions conversational and frictionless, the potential applications extend beyond TA into performance management, employee experience, and workforce planning.

2. Conversational & Generative AI is the Future of HR Tech

HR technology is often complex and difficult to navigate, but employees and managers today expect intuitive, real-time experiences—just like they have in their everyday lives.

Paradox has always been built on the belief that conversations are the UI of the future. Now, by integrating people analytics into a conversational interface, HR teams can simply ask questions and get actionable insights—without needing to dig through dashboards or run complicated reports.

Think about the impact:

  •  Hiring managers can instantly see why candidates are dropping out of the funnel
  •  HR leaders can identify turnover trends in seconds.
  •  Employees can ask simple questions about pay equity or career growth—and get real answers, without waiting weeks for a report.

This is what the next generation of HR technology looks like: AI that works in the background, delivering insights in a natural, effortless way.

3. People Analytics Should Be Accessible to Everyone

One of the biggest takeaways from our research is that people analytics needs to be democratized. Too often, it’s treated as something that requires a Ph.D. in data science to understand. But in reality, HR teams don’t need more complex dashboards—they need easy access to insights that drive real change.

We found that:

  • 39% of HR leaders say their biggest challenge with people analytics is limited expertise.
  •  Many companies still rely on outdated BI tools or homegrown solutions that are time-consuming and ineffective.
  • Cost remains a major barrier, with companies struggling to justify expensive analytics platforms.

Paradox’s move to acquire Eqtble helps solve many of these challenges. By embedding analytics into a conversational, easy-to-use format, Paradox is ensuring that everyone—not just data scientists—can benefit from workforce intelligence.

This is a major step forward for HR tech. Companies shouldn’t have to choose between powerful insights and user-friendly experiences—they should have both.

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Breaking Through the Noise: How HR Tech Vendors Can Build Better Partnerships in 2025

It has been an interesting year in HRTech. At Aptitude, we do a lot of research and speaking but we spend a lot of time on advisory with corporate clients as well. We have seen some things work for vendors…and others that do not.

The HR technology market is more crowded than ever, and 2025 promises to be a year of both opportunity and challenge for vendors. HR leaders are demanding more from their technology partners—not just in terms of innovation, but also in transparency, outcomes, and partnership.

Here is some advice for vendors looking to stand out in 2025.

1. Stop Copying Your Competitors—Focus on Your Clients

One of the biggest problems in HRTech is the tendency to copycat competitors rather than listening to what clients actually want. Too many vendors repeat the same buzzwords and promises, making it hard for HR leaders to see what truly differentiates one solution from another.

Advice:

  • Listen to Your Clients: Use customer feedback, surveys, and interviews to shape your offerings. Don’t just assume that what works for others will work for you.
  • Be Bold About Your Strengths: Highlight what makes your product unique and relevant to your target audience, even if it’s not the “trendiest” feature on the market.
  • Avoid Empty Buzzwords: Words like “intelligence”, transformative,” “seamless,” and “experience” mean nothing without examples.

2. Clarity Over Complexity

HR leaders are juggling a lot of tools and responsibilities—they don’t have time to decipher vague messaging or sift through overly complex product descriptions.

Advice:

  • Simplify Your Messaging: Be direct about what your product does, how it works, and the specific problems it solves.
  • Show Outcomes, Not Features: Instead of listing technical specs, share stories and data that illustrate the results clients can achieve with your solution.

3. Transparency Builds Trust

HR leaders are making high-stakes decisions when they invest in technology. They need to know what’s coming next and whether your solution can grow with their needs.

Advice:

  • Share Your Roadmap: Clients want to see the future of your product and know that their investment is secure. Regularly update them on new features and upgrades.
  • Be Honest About Limitations: If your product has gaps, acknowledge them and explain how you’re addressing them. Clients will appreciate your honesty and accountability.

4. Prioritize ROI and Outcomes

Every HR team is under pressure to do more with less. They’re not just looking for flashy tools—they need solutions that deliver measurable results and help them make a business case for investment.

Advice:

  • Provide Clear ROI Metrics: Show how your product reduces time-to-hire, improves retention, saves costs, or drives productivity. Use client success stories to back up your claims.
  • Focus on Problem-Solving: Instead of leading with what your product can do, lead with what it will solve. HR leaders need partners who address real challenges.

5. Strong Implementation is a Dealbreaker

The best product in the world means nothing if it’s poorly implemented. You may think this falls solely on the client but it does not. A product that doesn’t work because of poor implementation will ultimately reflect poorly on you. Support them in this process.

Advice:

  • Own the Implementation Process: Guide clients every step of the way, providing hands-on support and clear timelines.
  • Measure Success Post-Implementation: Follow up to ensure the product is being used effectively and that clients are achieving the outcomes they expected.

7. Leverage Strategic Partnerships

No single vendor can do everything, and that’s okay. The best HR tech providers recognize their limitations and form partnerships to deliver more comprehensive solutions.

Advice:

  • Fill Your Gaps Strategically: Partner with complementary providers to offer clients a seamless experience without overextending your resources.
  • Collaborate on Innovation: Joint partnerships with other vendors can lead to new features and integrations that benefit everyone.

8. Rethink Services—Deliver What You Promise

If you offer managed services or HR support, make sure you’re delivering real value. Misleading clients about the scope of your services will erode trust and damage your reputation.

Advice:

  • Define Your Services Clearly: Be explicit about what’s included, and don’t overpromise. You don’t want to charge for services and not provide them at the end of the day.
  • Focus on Adding Value: Go beyond the basics by offering strategic advice and actionable insights.

2025 is the year for HR tech vendors to rise above the noise. By focusing on clarity, transparency, and client outcomes, you can build trust and loyalty in an increasingly competitive market. Stop copying your competitors and start listening to your clients. Be honest about what you offer, invest in implementation, and prioritize long-term relationships over quick wins.

HR leaders are looking for partners, not just products.

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Chipotle: A Lesson in TA Transformation and Change Management

New Hartford, New York - Aug 18, 2019: Night View of Chipotle Mexican Grill Restaurant, Chipotle is an American Fast Food Brand Specialized in Grill & Mexican Food.

Chipotle’s recent adoption of Paradox’s AI-powered hiring platform is more than an HRTech investment—it’s a strategic shift in how the quick-service restaurant (QSR) sector approaches hiring, employee engagement, and business growth. As companies like Chipotle evolve with smarter recruitment technology, they’re setting a new standard for efficiency and impact in high-volume hiring. Here are some of the standout lessons from Chipotle’s journey with Paradox and what it means for the future of talent acquisition.

1.  High-Volume Hiring Has Better Options: Traditional ATS systems have not been able to support high-volume hiring needs in a way that provides a positive experience to hourly workers. Today, there are better options, and we found that 1 in 3 high-volume companies are looking to replace their ATS. They want more personalization, consistency and an overall faster process that only comes from automation.

2.  Change Management Done Right: Managers Want to Adopt It Now

In an industry where rapid adoption can be challenging, Chipotle’s rollout of Paradox has been a change management success story. Managers have embraced the platform enthusiastically, even requesting to start using it immediately. This high level of buy-in is essential, as frontline managers are integral to hiring success. The swift adoption mirrors what McDonald’s experienced in its own shift to Paradox, underscoring that when the value is clear, buy-in follows.

3. A Catalyst for Business Transformation Beyond HR

While Chipotle’s adoption of Paradox is making waves in HR, it’s also part of a larger, company-wide transformation. This effort is not just about hiring efficiencies; it’s part of a broader business initiative that includes improving the customer experience, driving revenue, and expanding the brand’s reach. Finance, HR, and communications teams have all collaborated to bring about this shift, illustrating the power of cross-functional partnerships. Chipotle’s commitment to advanced technology reflects a holistic strategy where recruitment innovation goes hand-in-hand with brand growth and financial performance.

4. Automating for Efficiency, But Humans Still Drive Final Decisions

One of the key strengths of Paradox’s platform is its ability to automate time-intensive hiring processes, such as application screening and interview scheduling. However, it’s important to note that human decision-makers retain control over final interview and hiring choices. This balance between AI-driven efficiency and human judgment allows Chipotle to streamline its hiring process while preserving the personal touch essential to selecting team members aligned with its culture and values.

5. Achieving a 75% Reduction in Time to Hire: Significant ROI for QSR

Reducing time to hire by 75% isn’t just a noteworthy metric; it’s a game-changer in the QSR world, where speed is vital. This reduction directly translates to cost savings, better staffing coverage, and improved customer service—all critical components for restaurants. With hiring streamlined, Chipotle is able to meet its staffing demands faster, ensuring that locations remain well-staffed and prepared to serve customers during peak times. For QSRs operating on tight margins, the efficiency gains from AI technology represent a strong return on investment.

6. Leading the Industry in Smarter Hiring Technology

Chipotle’s adoption of Paradox underscores a significant industry trend Aptitude Research has identified: one in three high-volume companies is considering replacing their traditional ATS, and 62% of hourly workers report never receiving a call back after applying for jobs. Chipotle’s approach tackles both issues head-on, allowing the company to engage with candidates promptly and create a positive, responsive hiring experience. This strategy not only helps attract talent but also serves as a powerful statement to the industry about the evolving role of technology in QSR hiring.

Chipotle’s integration of Paradox is more than a recruitment strategy—it’s a blueprint for how companies can use technology to drive holistic business success. Chipotle’s example demonstrates that investing in intelligent, automated solutions pays off in higher engagement, faster hires, and meaningful cost savings. With this approach, Chipotle is setting a new standard for QSRs, showing that when technology and strategy align, the results can redefine an entire industry.

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