Guest speaker: Jessica Jensen
Jessica Jensen is Chief Marketing Officer (CMO) at Indeed. She is responsible for brand, communication, product and acquisition marketing globally. Before joining Indeed, Jessica was CMO at OpenTable. Prior to OpenTable, she led B2B marketing for Facebook, Instagram, Messenger and other Meta platforms. She has held leadership roles at Apple and Yahoo! and started her professional career at the Boston Consulting Group.
In this episode of Good Data Better Marketing podcast, Jessica Jensen, Chief Marketing Officer at Indeed, discusses the innovation of matching technology, pay transparency, and elevating employer and candidate experience strategies with AI.
When trying to find the right candidates for the right jobs, matching technology is imperative. It is able to employ deep specificity and find job seekers with stand-out qualifications and certifications. This technology also improves close rates on the employer side and personalized experiences on the candidate side.
Having data that is structured, accessible, governed, and used with human insight enables the right access for the right teams and that it’s used appropriately. You can avoid broken data pipelines and governance issues by being intentional about where the data lives and who has access to it.
When implementing AI, it’s critical to have humans in the loop to snuff out biases. Relying solely on what AI produces can lead to imagery and descriptions that are not inclusive of humanity, and will further replicate problems in our society.
“We have to be the ones who control the machines. Ensuring that we are creating the imagery and the descriptions that are inclusive of humanity and not just relying on what AI pulls and chews up and spits out, is something that we're really investing a lot of energy in. I really hope that companies are thinking very critically about that because if we let AI run rampant, it will reproduce the problems in society.” – Jessica Jensen
*(03:11) - Jessica’s career journey
*(06:51) - Trends in the customer experience journey at Indeed
*(10:53) - How Indeed is using AI to elevate employer and candidate experience strategies
*(17:28) - How Indeed uses matching technology to find candidates for employers
*(27:44) - How Jessica defines “good data”
*(35:42) - An example of another company doing it right with customer engagement (hint: it’s TurboTax and Virgin America)
*(42:00) - Jessica’s recommendations for upleveling customer experience strategies