Recruiting, and sourcing in particular, is being profoundly changed by social media. Talkpush CEO presents a few best practices to capture the most leads from your social media recruitment efforts

1. Recruitment Lead Generation
Best Practices for Hiring on Facebook
By: Max Armbruster, Founder / CEO of Talkpush
September 27th , 2016
© Talkpush, 2016 – Proprietary and confidential

2. MAX ARMBRUSTER
TALKPUSH 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

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

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

5. Monster
63 million
CareerBuilder
22 million
Facebook
22 million
Indeed
8 million
LinkedIn
8 million
Unique monthly visitors
2008
Source: Unique Monthly visitors, comScore
Facebook
214 million
LinkedIn
101 million
Indeed
39 million
Monster
22 million
CareerBuilder
10 million
RECRUITERS HAVE ACCESS TO RAPIDLY GROWING DATABASES
Unique monthly visitors
2015

6. 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.

7. 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-Linkedin
compete with
Facebook?
Advertising
budgets are
moving
Will the job board
industry further
consolidate?

9. 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)

10. BOTH EMPLOYERS AND CANDIDATES HAVE TO THINK ABOUT BRANDING

11. 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?

12. Marketed Sourced
Phone
screened
Shortlisted 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.
SAMPLEDATAFROMA
FACEBOOKCAMPAIGN

13. 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
Jobboards&
classifiedsHOW TO TALK TO PASSIVE CANDIDATES
SOCIAL
MEDIA

14. HOW TO TALK TO PASSIVE CANDIDATES

15. HOW TO TALK TO PASSIVE CANDIDATES

16. THE ART OF CONVERTING MOBILE TRAFFIC
87%
of Facebook
connections
are via
mobile
90%
abandon non
mobile applications

17. CASE STUDY: LOOK AT YOUR FACEBOOK PAGE ON YOUR MOBILE

18. 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

19. ARE YOU READY FOR MESSAGING REVOLUTION?

20. 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

21. 3 JOB APPLICATION FORMS
CLASSIC
4+ minutes….
CHATBOT
2 minutes…
LEAD AD
18 seconds!

22. 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.

23. 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…

24. 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

25. CONTACT
YOUTUBE.COM/C/TALKPUSH
TWITTER/TALKPUSH
UNITED STATES +1 (415) 871 0731
UNITED KINGDOM: +44 20 3734 2614
HONG KONG: +852 3051 9250
PHILIPPINES: +63 2 8338979
HELLO@TALKPUSH.COM
HONG KONG: UNIT 6, 8F,
ARION COMMERCIAL CENTRE,
2-12 QUEEN'S ROAD WEST,
SHEUNG WAN, HONG KONG
LINKEDIN.COM/COMPANY/TALKPUSH