I have recently studied the Work4 business and made some recommandations on how they could enhance their service. In a nutshell, recruiting via Facebook appears quite challenging but there is some space left for Work4 between the famous Monster and Linkedin HR platforms.

1. Recruiting via Facebook: The
WORK4 Business Case
Pierre-Antoine Antonini 25/03/14
Strategic Analysis and
Recommandations

2. 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

3. 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?”

4. 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

5. Positioning: level of job/cost for recruiting
High-­‐end
job
posi>on
Low-­‐end
job
posi>on
Expensive
Cheap
WORK4
LINKEDIN
MONSTER
Headhunters
Recrui>ng
Agencies
Small
adds
JOB
FAIRS
Internal
Networking

6. 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

7. 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”

8. 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

9. 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

10. THANK YOU!
If you want to discuss the topic, please contact
me at pierreantoine.antonini@gmail.com or
@pierreantoine