Is the Hiring and Recruitment Process Broken?

Jeffrey Fermin
3 min readJan 15, 2024

My recent interview with Nevena Sofranic, the founder of Recrooit, left me truly intrigued and inspired by the potential for change in the recruitment landscape.

Nevena Sofranic brought a unique perspective to the table. Her extensive experience in tech recruitment spanning a decade and her commitment to addressing the challenges in the recruitment process were evident from the moment our conversation began.

The Recruitment Conundrum

We delved into the persistent issues plaguing the recruitment process. Nevena emphasized two major pain points: the disconnect between candidate skills and job requirements and the inefficiency of recruitment processes for both employers and candidates.

She also highlighted the lack of personalization in most recruitment processes, leaving candidates feeling detached and undervalued. These issues are ones that many job seekers and employers can undoubtedly relate to.

Nevena’s passion for rectifying these recruitment woes led her to establish Recrooit. Her vision for community-driven recruitment, especially within startups, struck a chord with me. She emphasized that building a successful product often takes a village, and this concept extends to finding the right talent to nurture that product’s growth.

Here’s the full interview:

The Power of Referrals

One of the most intriguing aspects of our conversation was Nevena’s emphasis on referrals as a source of hiring talent. She emphasized that referrals are not just a cost-effective solution but also a highly effective one. They bring a personalized touch to the recruitment process, bridging the gap between candidates and job requirements.

Nevena’s insight into how Recrooit leverages referrals to help companies find external talent in addition to internal referrals was a game-changer. In a world where many potential hires may not actively seek employment, referrals offer a unique way to connect with passive candidates.

Balancing AI and Human Judgment

The conversation also touched upon the role of artificial intelligence (AI) in recruitment. Nevena emphasized the power of AI in handling vast amounts of data and streamlining processes, making it a valuable tool for companies with high applicant volumes.

However, what stood out was her firm belief that AI can never fully replace human judgment in recruitment. The ability to understand personality, potential, and cultural fit is something that AI still struggles with. Moreover, Nevena cautioned against the potential bias present in AI algorithms, highlighting the importance of maintaining a human touch in the selection process.

Embracing Technology and Web3

Nevena’s forward-thinking approach was evident when discussing the integration of technology and the potential of Web3 in HR. She recognized that Web3 is a young and evolving field, but it holds promise in creating more secure and decentralized spaces for individuals.

Nevena emphasized that HR professionals should educate themselves about the latest technologies and embrace AI as a tool for advancement rather than a threat to their roles. She also highlighted the importance of curious engineers who can adapt to emerging technologies like Web3.

Building a Community-Driven Future

Perhaps the most inspiring aspect of our conversation was Nevena’s vision for a community-driven approach to recruitment. She believes in democratizing the recruitment game and giving people a say in who gets hired, fostering collaboration and trust within communities.

As we wrapped up the interview, I couldn’t help but be excited about the transformative potential of Nevena’s ideas and Recrooit’s mission. The world of recruitment may be facing its challenges, but innovators like Nevena Sofranic are paving the way for a brighter, more community-driven future.. I can’t wait to see how Recrooit continues to reshape the recruitment process and how the industry as a whole embraces the transformative power of referrals, AI, and community-driven recruitment.



Jeffrey Fermin

Howdy 👋🏼 I’ve been in HR Tech since 2011 when I co-founded Officevibe (left 2016) | Trying to make the future of work the present | Let’s talk people ops 💬