Recruitment Trends in 2025 – AI and Automation in Action

In 2025, the employment landscape - bothglobally and in Georgia - is full of challenges. Companies are now investing more resources than ever to attract and retain top talent.
While there’s no perfect solution to the ongoing talent shortage, 2025 has shown us many innovative ways to tackle this challenge effectively.

Today, technology not only simplifies the candidate selection process but also speeds up decision-making.
With the help of AI, recruiters can quickly screen thousands of resumes, categorize them by qualification, andidentify the best-fit candidates. Automated chatbots are now widely used forinitial communication and pre-screening, allowing recruiters to focus on morestrategic tasks.

In Georgia, just like around the world, more and more organizations are embracing these technologies - helping them stay competitive and allocate their resources more efficiently over time.

Let’s take a look at leading companies and their experience withAI:

Mastercard

In 2025, Mastercard partnered with Phenom to simplify and improve it stalent acquisition and recruitment process. The goal was to enhance the over all experience for both candidates and internal teams through the use of AI, automation, and data-driven decision-making.

Through this collaboration, Mastercard implemented several key solutions, including a new careers page, Talent CRM, campaign management, talent analytics, and automated interview scheduling.
The company also formed specialized teams focused on recruitment marketing and direct sourcing to attract qualified candidates faster and more effectively.

After one year of collaboration, Mastercard expanded its talent database from fewer than 100,000 profiles to nearly 1 million, and the number of candidates hired through recruitment marketing and sourcing campaigns grew significantly - from fewer than 200 hires in 2021 to almost 2,000 in 2023.

Electrolux

The international home appliance manufacturer Electrolux Group faceda talent shortage last year, prompting a complete transformation of its recruitment process - this time powered by AI.

A personalized careers page, internal talent database, automated campaigns, and interview scheduling tools helped recruiters evaluate and select candidates faster and more efficiently.

Results:

●    Application conversion rate increased by 84%

●    Incomplete applications decreased by 51%
●    Time-to-hire reduced by 9%
●    Overall recruitment time saved by 20%
●    Interview scheduling time reduced by 78%

TBC Insurance

On the Georgian market, TBC Insurance, a leader in the insurance sector, Used the first Georgian AI-powered recruitment software  Helio AI to automate its HR processes.

With Helio AI, the company reduced time spent on daily tasks by 60% and doubled the efficiency of its selection process.

“Managing the recruitment process became much easier with Helio. Updating candidate statuses, sending interview invitations, and sharing feedback have become much more convenient. Usingcomments and status tags made shortlisting and managing candidates far more efficient. Helio simplified the selection process significantly and reduced the time needed to process information - even when working with shortlisted candidates.”
- Keti Khitarishvili, People Care Manager, TBC Insurance

Artificial intelligence is transformingrecruitment -giving recruiters powerful tools to find and hire the best talentfaster and more effectively.

If these stories sound exciting to you, Book a demo and discover more.

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