Recruitment Lead Generation Best Practices for Hiring on Facebook

By: Max Armbruster, Founder / CEO of Talkpush

September 27th , 2016© Talkpush, 2016 – Proprietary and confidential

MAX ARMBRUSTERTALKPUSH CEO

Max Armbruster is the founder and CEO of Talkpush. Prior to

Talkpush, Max was working at enterprise software leader SAP,

where he held strategic regional roles. Max’s past entrepreneurial

ventures include an applicant tracking SaaS company and a

engineering outsourcing company, both in Singapore.

MEET ME

Employers have to manage volumes that are at a different scale than ever before.

Candidates also have more options: there are 500,000 recruiters listed on LinkedIn!

Monster63 million

CareerBuilder22 million

Facebook 22 million

Indeed8 million

LinkedIn8 million

Unique monthly visitors2008

Source: Unique Monthly visitors, comScore

Facebook 214 million

LinkedIn101 million

Indeed39 million

Monster22 million

CareerBuilder10 million

RECRUITERS HAVE ACCESS TO RAPIDLY GROWING DATABASES

Unique monthly visitors2015

WE ALSO HAVE NEW LEADERS IN THE ECONOMY

While the world’s largest companies used to be from the Oil & Gas industry, they are now technology companies.

AS JOB BOARDS CONSOLIDATE, THEY NOW COMPETE WITH THE TECH GIANTS

Will Google choose to enter the job aggregator realm?

How will the new Microsoft-Linkedincompete with Facebook?

Advertising budgets are moving

Will the job board industry further consolidate?

Job boards and marketplaces are losing market share

• Millennials are twice as likely to apply for a job through the employer’s career site than through a job board

• Recruitment advertising is increasingly being spent where the talent lives: on social media and messaging apps.

Digital marketing is the new recruiting

• Companies are reducing their recruiter headcount in favour of hiring digital communication gurus and content marketers

• Investing in employer brand is the better long-term investment

• Attracting passive job seekers an effective way to increase employee retention (reduce churn)

BOTH EMPLOYERS AND CANDIDATES HAVE TO THINK ABOUT BRANDING

Looking for Human Resources professionals in Manila?

https://www.facebook.com/search/str/manila%20philippines/pages-named/residents/present/str/human%20ressources/pages-named/employees/present/intersect

Looking for employees of Philam Life living in Manila ?

https://www.facebook.com/search/str/manila%20philippines/pages-named/residents/present/str/philam%20life/pages-named/employees/present/intersect

FB HACK #1: DO YOU KNOW HOW TO LOCATE THE FOLLOWING TALENT?

Marketed SourcedPhone

screenedShortlisted Hired

180,000 people saw the ads we published on Facebook

5500+ candidates signed up via dedicated job ad landing pages

1,625 completed automated phone interviews

583 shortlisted by the recruitment team after listening to their recording

60+ confirmed hires

STANDARD RECRUITMENT FUNNEL FOR A FACEBOOK CAMPAIGN

Sample data from a Facebook campaign:• Data from a campaign ran in December 2015

from a leading BPO company in the Philippines ran in the provinces

• Final marketing cost per hire (CPH) was estimated at USD 75 per hire.

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Who are they? Where can you find them? What attracts them?

PASSIVE JOB SEEKERS(80% of the talent pool)

• Already gainfully employed, not searching

• More focused on long-term career

• More loyal and stable • More selective about the

next role

• Targeted advertising • Social media networks

(Linkedin, Facebook) • Headhunting

• More responsibilities • Building their resume• Working with a

competitor• Understanding the

industry better• A different story• Perks and benefits

ACTIVE JOB SEEKERS(20% of the talent pool)

• Actively looking• Sending their applications to

many potential employers (may lack focus)

• Job boards• Job feeds • Job fairs • Search engines

• Highest salary

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HOW TO TALK TO PASSIVE CANDIDATESS

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HOW TO TALK TO PASSIVE CANDIDATES

HOW TO TALK TO PASSIVE CANDIDATES

THE ART OF CONVERTING MOBILE TRAFFIC

87% of Facebook connections

are via mobile

90%abandon non

mobile applications

CASE STUDY: LOOK AT YOUR FACEBOOK PAGE ON YOUR MOBILE

THE ART OF CONVERTING MOBILE TRAFFIC

1. Quicker checkout

2. Less is more: include only the most relevant

3. Improve cross-channel tracking

4. Smaller images / loading time

5. Smoother navigation / more space

6. Visible click-to-call button

7. Create Urgency

ARE YOU READY FOR MESSAGING REVOLUTION?

TOP 5 APPLICANT FRUSTRATIONS

Lack of response to application

No compensation data

Relevancy of search results

Time required to apply

Difficulty on mobile device

Source: 1,502 US responses attained through a nationwide survey on Google Consumer

Increasingly engaging and human conversations

Well suited for mobile —more so than apps?

Highlight candidates concerns and questions

Directs candidates step by step

Immediate data capture

HOW CHATBOTS ADDRESS THEM

3 JOB APPLICATION FORMS

CLASSIC4+ minutes….

CHATBOT2 minutes…

LEAD AD18 seconds!

EASE OF APPLICATION WILL DIRECTLY IMPACT YOUR COST PER LEAD

Via Chatbot

55% completion$0.97 MCPC$1.81 MCPCI

Via Lead Ads

32% completion$0.14 MCPC$0.46 MCPCI

Via Conversion Ad

40% completion$1.20 MCPC$2.50 MCPCI

Data from a recent campaign led for one of our clients.

MCPC = Marketing cost per candidate

MCPCI = Marketing cost per completed interview

Note: these numbers are specific to a target audience and place. In some geographies and some target segment, expect to spend 10 times that amount.

You can do a “backward search” on Facebook using phone number

You can simply type the phone number in the search bar to locate the person: https://www.facebook.com/search/top/?q=%2B16472991325

FB HACK #2: USING YOUR DATABASE OF PHONE NUMBERS…

1. Grow your talent pool (aka. “talent network”)

2. Be like your talent: mobile first

3. Test and audit the application process on your Facebook page

4. Automate to handle larger volumes

5. Prepare for the messaging recruitment revolution

FINAL WORDS: 5 KEY TAKE-AWAYS

CONTACT

YOUTUBE.COM/C/TALKPUSH

TWITTER/TALKPUSH

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