Recruiting via Facebook: The WORK4 Business Case
Pierre-Antoine Antonini 25/03/14
Strategic Analysis and Recommandations
VARIOUS WAYS TO RECRUIT: The more you climb the job ladder, the less available positions there are, the more riskier recruitment is and the more expensive it is
C-‐level
Middle Management
White collar/Blue Collar
Head-‐hunter Internal & Networking
Recrui>ng agencies Social Networks
Job boards Internal & Networking
Small ads (press and social networks)
Job fairs
FACEBOOK AS A RECRUITING CHANNEL: " MIXED SIGNALS
ADVANTAGES DISADVANTAGES RECRUITER • Easy targeting
• Education • Experience • Profil • Cultural fit
• Widespread candidate basis • Desktop • Mobile
• Profiles not always accurate • FB not the place where you
talk about job activity • Fake profiles
• People browsing FB not always in “job mode” state-of-mind
• Maybe not appropriate for high-end profiles
• Friends are peer and rarely hierarchicalè value of referrals?
CANDIDATE • Access to company profiles • Closer and connect
through personal network
• Know more about company culture
• Pre-filled profile
• Some users may not want to mix private and professional life
• Mixed signal sent to candidates: “OK they are interested in my profile but does that mean they will look at all the LOLCats videos I posted?”
WORK4 Labs’ product overview • Capability for companies to build their recrui>ng site and promote their brand Career Page
• Use FB ad system to promote your brand and available posi>ons to matching candidates Ads Solu>on
• Browse FB users fiNng with your needs Recruiter Solu>on
• Help candidates geNng referred by their “friends” on FB, Linkedin and TwiTer Referral Solu>on
• Adapts the career page to mobile to enable mobile users to check available posi>ons and apply
Mobile Recrui>ng solu>on
Positioning: level of job/cost for recruiting High-‐end job posi>on
Low-‐end job posi>on
Expensive Cheap
WORK4
MONSTER
Headhunters
Recrui>ng Agencies
Small adds
JOB FAIRS
Internal
Networking
Business model
• Recrui>ng agencies
• Schools
• Career site builder on FB
• Target candidates
• Access to FB users as poten>al candidates
• Provide a beTer fit of candidates
• increase ROI of recruitments
• Companies with low mainstream visibility
• Small companies
• FB site • FB ads
• FB Framework
• FB ads • Hos>ng costs
• Campaign fee • License fee
LINKEDIN IS THE TOP PLAYER IN SOCIAL NETWORKS RECRUITING
• Advantages – Own their social network – Profile are far more detailed and done on purpose – Candidates can go through referred jobs/similar searches/similar
applications – Trusted network for companies and applicants – Can be used both for networking and job applications – Cheaper than Monster ( €139.95 for a 30-day posting compared
to €630) • Disadvantages
– Not targeting low-end jobs
• Recruiting agencies testimonial showing a growing trend: “Forget about Monster and other job boards, you should definitely buy the Premium LinkedIn account”
3 RECOMMANDATIONS • Following the positioning grid, the cheap service (in cash or
time) for high-end jobs is not really addressed – I am not sure FB is the right place, would need more time to
study FB users profile
• For immediate action, I would recommend: – Have a W4US FB app for candidates to browse jobs
• to incite them to fill their profile properly – Have the ability for candidates to look for specific locations and
salary range • I understand companies don’t want to reveal all these data in the first
place to get more applications but it is so annoying from an applicant’s perspective)
– Facebook was built by replicating real-life social networks (most of them were school networks) • W4US should take advantage of all alumni groups on Facebook to
look for candidates and advertise
2 New Features proposal • Ability to search for/target candidates who have
applied to similar positions at competition – Companies are always interested by people working at
the competition – If they can access people who have applied to
competition (anonymously), they know these profiles are currently looking for a job and might be interesting candidates
• Ability to advertise in Alumni groups in FB: – W4US contacts groups admins and can propose rev-
share, perks or just primary info on new jobs – Audience in alumni is targeted, more prone to read and
trusting the content
THANK YOU! If you want to discuss the topic, please contact me at [email protected] or @pierreantoine