Artificial intelligence, data analytics, and automation are changing the way we find and approach talent. But what does this transformation look like from the inside? We sat down with Anna Huckelba, Senior Talent Sourcer at Successr, to talk about her dual passion for data and AI and how both are changing the way sourcing teams work today and in the years to come.
Paula: Anna, can you introduce yourself and tell us what you do at Successr?
Anna: Sure! I’m Anna, and I’ve been a Senior Talent Sourcer at Successr since March of this year.
Paula: I remember pre-screening you for this role, and your fascination with AI already stood out. Since then, you’ve become our in-house data and AI expert. Where does that interest come from?
Anna: I’ve always loved data and statistics, for at least the last 10 to 15 years. During my master’s in social psychology, I became interested in how people interact not only with each other but also with technology. When ChatGPT and similar tools emerged, I realised we were entering a new phase where technology doesn’t just assist but also starts making decisions on its own. That dynamic between humans and AI fascinates me.
Paula: When did you start connecting this interest to your work in sourcing?
Anna: That started at my previous employer. I noticed differences in response rates between my messages and those of colleagues. That made me wonder: is it the message, the market, or something else? So I began tracking data over time. With the rise of ChatGPT, using AI in sourcing became a logical step. Our work is so text-heavy – from job descriptions to candidate outreach – that any tool that helps us create better communication or analyse patterns is incredibly useful.
Paula: “Data-driven” is a popular term. What does it mean to you in talent sourcing?
Anna: For me, it means that decisions are based on facts rather than assumptions. Data brings clarity and power. If we can say, for example, “This role has a response rate of 10 percent and this one 50 percent,” we can ask targeted questions: is it the role, the message, or maybe a language barrier? Numbers provide insight and help us improve both our strategy and the advice we give clients.
Paula: Do you use data in other ways in your work?
Anna: Definitely. I track everything: from positive and negative responses to pre-screens and hires, all in Excel. I’ve even created formulas so I can show statistics live in meetings. If a client asks, “What is our response rate at the moment?” I have the answer within seconds. You could say I’m a bit of a data nerd!
Paula: Can you name a moment when data truly changed your approach to sourcing?
Anna: Without sharing confidential details, one example was when we noticed differences in response behaviour between men and women. That prompted us to rethink our outreach strategy and make messages more inclusive and appealing. Those small insights make a big difference in the long run.
Paula: What happens when teams don’t use their data effectively?
Anna: Then they fall back on assumptions. Even with a lot of data, it is easy to misinterpret what is really going on. It reminds me of the classic example: ice cream sales and sunscreen use go up at the same time, but one doesn’t cause the other. The same applies in sourcing: correlation is not causation. You have to dig deeper.
Paula: Let’s talk about AI. It’s everywhere. How do you see it realistically helping sourcers today?
Anna: There are hundreds, maybe thousands, of AI tools that claim to support recruitment. Some are good, others less so. Right now, I see the biggest impact in automation, like writing messages, scheduling interviews, or scanning the market. AI helps us work faster and more efficiently. But I don’t believe it can replace us. Sourcing still requires intuition, empathy, and human judgment, things AI cannot fully replicate yet.
Paula: As some people know, we are working on an HR Academy at Successr, and AI and data are important topics there. Why do you think that is essential for companies that want to be future-proof?
Anna: If companies don’t understand their data, they risk falling behind in efficiency, quality, and innovation. Data helps to identify what works and what doesn’t, so organisations can adjust quickly. It’s no longer a nice-to-have; it’s a survival skill.
Paula: What steps has Successr taken to integrate data and AI into sourcing?
Anna: Every sourcer here tracks their own data, some in Excel, others in tools, and we all use AI in small but meaningful ways. ChatGPT, for example, helps with writing messages or understanding unfamiliar roles. I often ask it to “explain a technical role like I’m five” so I understand the basics. It saves time and helps us stay curious and informed.
Paula: How do you see this developing over the next few years?
Anna: AI tools will keep improving. Some existing tools will disappear, others will mature and deliver real value. That’s why we test new tools at Successr, not to be trendy but to see which ones truly have potential. The goal is to stay ahead by experimenting early so that we are ready once the technology is fully mature.
Paula: What advice would you give sourcers or HR professionals who want to become more data-driven or tech-savvy?
Anna: Start small. Don’t try to build a complete dashboard right away. Use ChatGPT to write simple Excel formulas, for example, to track response rates. Learn as you go and expand based on what clients or hiring managers ask for. The same applies to AI tools: experiment, test, and see what fits your workflow. You don’t have to master everything at once.
Paula: You mentioned the HR Academy. Can you tell us a bit more about that and what’s next for you in this area?
Anna: I’m really excited about the tech and data track within the Academy. It’s not just about teaching others; I’m learning a lot myself, too. We have modules on Excel and are even exploring the idea of creating a custom AI agent for Successr. That is a big project, and we still have to decide whether to build it internally or with an external partner. Either way, it forces us to dive deeper into AI and how it can streamline our sourcing work.
Paula: That sounds exciting! And finally, if you could invent one AI tool that doesn’t exist yet, what would it be?
Anna: I’d love a tool that can accurately predict which candidates are most likely to respond positively and also be successful in the hiring process. Some platforms are already trying this, but I’m not convinced about their accuracy. If we could get that right, it would save a huge amount of time and help us focus on the candidates who are truly the best match.
As we wrap up our conversation, one thing is clear: for Anna and the sourcing team at Successr, AI and data are not threats but opportunities. It is about using technology to work smarter while preserving the human touch that makes recruitment so important.
Curious how AI and data could transform your hiring process? .
At Successr, we test, learn, and apply this every day, and we would be happy to show you how. Let’s explore together what the future of sourcing could look like for your organisation.
Get in touch with Niels Ossel or email info@successr.nl.