July 29, 2023 • 18 mins
Ready to supercharge your recruitment efforts? Discover how to attract passive job seekers with the power of social media advertising in our compelling conversation with Sam Beiler, the co-founder and CEO of Boostpoint. Sam gives us a tour of Boostpoint's evolution, from a social media advertising tool to a light CRM and text messaging platform. We also delve into their recently launched generative AI tool, a game-changer for creating engaging content at scale.
We're also lifting the lid on the strategies Boostpoint uses to reel in passive job seekers on popular social media platforms. Sam walks us through the key metrics, visibility, and content needed to drive recruitment marketing success, offering a unique insight into the platforms that provide the best ROI. Plus, we're giving you a sneak peek into budgeting strategies for social media ads, simplifying the process with Boostpoint's historical data. This episode is a must-listen for anyone looking to take their employer branding efforts to the next level.
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Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
Welcome to Recruiting Daily's Use Case Podcast, a
show dedicated to thestorytelling that happens or
should happen when practitionerspurchase technology.
Each episode is designed toinspire new ways and ideas to
make your business better as wespeak with the brightest minds
in recruitment and HR tech.
That's what we do.
Here's your host, WilliamTincup.
Speaker 2 (00:26):
This is William Tincup and you're listening to
the Use Case Podcast.
Today we have Sam on from BoostPoint and we'll be learning
about the business case, thecost-benefit analysis, roi, all
of these things the use case forwhy, as prospects and customers
use Boost Point, sam, would youdo us a favor and introduce
both yourself and Boost Point?
Speaker 3 (00:46):
Absolutely, william.
Yeah, we'd love to Really.
First of all, I appreciate theinvitation to the podcast.
We're looking forward to ourconversation here.
Yeah, a little bit of intro.
My name is Sam Beiler.
I'm the co-founder and CEO ofBoost Point.
Boost Point is a softwaresolution for recruitment teams
(01:07):
TI teams.
Our platform helpsorganizations attract passive
candidates to their open roles,specifically through social
media advertising.
Think about how do I get 73% ofthe potential candidates out?
There are categorized aspassive job seekers.
That means they're not activelysearching for a job on Indeed
(01:29):
and ZipRecruiter and otheronline job boards.
The big question is how do wetarget those 73% of workers that
are categorized as passive jobseekers?
What we've found is socialmedia channels like Facebook,
instagram, tiktok.
Those are the mostcost-effective ways to attract
(01:53):
that passive job seekercandidate.
Speaker 2 (01:58):
Do folks categorize you in the recruitment marketing
, employer branding, prior tothe ATS.
You're finding talent and thenat one point that talent then
converts into an application orsomething and then that goes
into the ATS.
I'm assuming people probablythrow you as a CRM or
recruitment marketing.
(02:18):
How do they categorize?
Just shut up.
How do they categorize you?
Speaker 3 (02:24):
Recruitment marketing solution is most typical, again
, looking at us as a source tofill the top of funnel of the
candidate pool, our platform.
Since launching several yearsago, we've evolved our platform
a lot.
What we went to market with wasspecifically just a social
media advertising tool.
Since then, we've evolved thatinto a light CRM, a candidate
(02:47):
database.
We also have a text messagingplatform where you can
automatically engage with thecandidates through SMS campaigns
.
That's coming in to make it alot more efficient, for we're
all about building the bestcandidate experience.
That's what we're really about.
Someone sees an ad on Facebookfor a local job opportunity.
(03:08):
They click the ad right within.
Through our platform.
There's this quick applyexperience right within the
Facebook, tiktok or Instagramplatform, so you're not sending
them to another page and wouldhave to create an account to
fill out a full application andupload their resume, because if
you force them to do that,they're going to get too
distracted and they won'tcomplete your application.
(03:29):
We're collecting their data andthen, right after they apply,
about a minute or two later,they get a text message as if it
were coming from one of therecruiters, saying hey, tom,
thanks so much for applying forOpenPosition.
Let's jump on a call to connectwhat part of that next stage of
the applicant journey is.
That's what our tool hasevolved into right now.
(03:52):
Again staying in the vein of arecruitment marketing tool.
One thing we actually justreleased this product and it's
in the Alpha stage currently.
This is where we're recordingthis here in June.
We released this in May of 2023.
It is a generative AI tool forrecruitment teams, helping them
(04:12):
build engaging content at scale.
One thing that we've seen,being deeply involved in talking
to TA teams and the recruitmentteams of Fortune 5000 companies
the ability to create engagingrecruitment marketing content
for, maybe, social media,organic posts, linkedin posts or
LinkedIn DMs, even engaging jobads, converting just job
(04:36):
requirements and job intoengaging job ads for Indeed and
their careers pages and stufflike that.
We've launched a generative AItool where instantly, you can
create all that content by justuploading a job title and a
brief description of the job.
Speaker 2 (04:56):
So what I love about programmatic advertising at
least in the ad tech world, butalso in our limited little world
over here in TA is it helpspractitioners understand you've
got to drive with media, you'vegot to drive a candidate flow
and what the folks out therethat do programmatic they
basically are solving to where,how much and where.
(05:19):
So you want to drive 20,000candidates, okay, cool.
So how much of that media do weneed to buy and where do we
need to place that media?
I love that about programmaticand I only bring that up in a
sense of do your customers haveany idea how to put budget,
(05:40):
associate that with a job ortraffic, like front, like I said
, front of funnel?
Do they do?
You got a calculator?
Do you have a way to teach themas to how much money they
should put towards something?
Speaker 3 (05:55):
Yeah, that's a great question and we have a lot of
historical data within ourplatform as far as because a lot
of that is driven by, like, thejob type, the potential
audience size, and you're tryingto fill a software engineer
position versus a frontlineworker for hospitality your
metrics are going to look verydifferently based on the type of
(06:19):
position you're trying to hireand in what industry, and then
even in what area.
Yeah, that can make it a bigchallenge for TA leaders to know
how to appropriately budgetadvertising for their employer
brand efforts, and so we have alot of historical data that can
help educate what a budgetshould look like when you're
(06:41):
trying to build.
What should my social media adsspend be in a particular year
or quarter?
So often, to answer yourquestion briefly we're often
helping build that spendstrategy with our customers.
Speaker 2 (06:55):
It's a recovering marketer.
I would say the.
The idea of marketing is youthrow stuff against the wall to
see what works.
You put on a lab code and youjust test, test, as oh, we did
work in tick tock.
Okay, let's try.
Facebook did work at Facebook.
Okay, let's try this.
So do you?
How do you?
I know that because I ran an adagency for 10 years.
But most of the people you'reinteracting with might not have
(07:17):
that life experience.
So how do you convey that?
Hey, we're going to trycampaigns and you know what some
of them are going to do reallywell and some of them are going
to shit the bed.
That's just that's life.
That's just what.
That's what campaigns do.
So how do you?
It's an emotional conversation.
How do you get people over thathump?
Speaker 3 (07:34):
Yeah, great question.
It really comes down to, firstof all, going into the
conversation with the rightapproach.
All right, what's the objectivehere?
And for a lot of our customers,it's we need to expand our
reach to a more diverse Audience.
We need to expand from justcandidates coming from our
career site and, indeed, or someof the big online job Wards,
(07:57):
right, and so that's usuallystep one.
It's like all right, let'saccomplish that, and then the
layer down is like all right, weactually need to.
For this to be valuable, thisneeds to produce qualified
candidates for open positions aswell, and that's like the layer
deeper, with our metrics andthen again, being a software
solution and all the data thatwe've Collected over the years
(08:19):
really helps drive a moreeducated approach when we're
building Campaigns and so we'vebeen you would have build a
really solid framework thatEnables a lot higher of a hit
rate you might call it withsuccessful campaigns versus
unsuccessful campaigns.
Well, you're not with a blankscreen.
We're not starting with a bankstream, a lot of Customers we
(08:41):
work with.
They may have previously workedwith more of a generic ad
agency that's done a lot ofcustomer acquisition and maybe
employer branding, but make sureof those and they work with a
dozen different advertisingplatforms, all programmatic or
Google ads, facebook ads,tic-tac ads and like they.
It's hard to be where we reallydialed in.
Hey, we're gonna be expertsspecifically for social media
(09:03):
and right now those platformsare Tic-Tac and Facebook and
Instagram or the platforms thatwere currently integrated with,
because that's where you get thebest results and when you look
at, you didn't mention.
Speaker 2 (09:13):
You didn't mention LinkedIn or Twitter.
I'm not necessarily surprisedby either of those, by the way,
but because the other ones are alittle bit more visual,
especially if you use Instagramreels.
You could you Tic-Tac,obviously.
Facebook, you can do video.
I guess you could do video inTwitter and LinkedIn, but you
didn't mention us did.
Was that just because youdidn't want to mention every
social platform, or did?
(09:34):
Was that purposeful?
Speaker 3 (09:36):
We're not integrated with those right now and that's
been on purpose.
I'm not saying that we'll neverget integrate with those
platforms but again, theparticular problem that we're
solving for organizations ishigh volume hiring.
Speaker 2 (09:47):
Right where, so where the audience is where the
audience is and right now the.
Speaker 3 (09:52):
We've tested all these platforms and where we see
the best ROI.
Even tick-tock like that'sfairly new for us.
We just launched thatinitiative about six months ago.
That one happened a lot quickerthan I actually personally
anticipated.
Tic-tac's always been our radarfrom the beginning and we
tested it here and there and theROI just wasn't there.
(10:13):
So we weren't pushing that onour customers.
But as soon as we saw that tip,the scale for the types of
customers we're working with andthe positions that they're
trying to fill we integratedwith that platform and now we're
very active on that platform.
So, yeah, we're very strategicon the platforms that we
integrate with Because we wantto be experts there versus
(10:35):
you're trying to be generalists.
Speaker 2 (10:38):
Yeah, all things to all people.
Yeah, it's what I like aboutthat.
And then, as the audiencechange, if they move from
tick-tock to something else,then you move with them wherever
they're.
Wherever they go, you want tobe an expert in basically
reaching them where they are.
I love that.
Let me ask you some buy sideQuestions.
When you, on the occasion thatyou get to show people boost
(11:00):
point, you get to demo it,what's your or their favorite
part of the demo?
Speaker 3 (11:08):
It's, it's really the candidate experience.
And when you realize that fromstart to finish and you know
that that's usually the bigwhite-bold moment if I'm Demoing
our platform because realizingthat, hey, you're capturing
(11:28):
these people, your bestemployees, they're spending
hours per day on Facebook,instagram or TikTok, like these
are the platforms that they'respending their time on.
Collectively it's about threehours per day.
An average, the average person,average user on these platforms
(11:49):
, a combination of hours per dayon these platforms.
So they spend a lot of timehere.
And when you get to see, oh,this is my brand, specifically
targeting the best potentialcandidate for my position,
before they're searching for meon Indeed, before they come
across my career site and I'mcapturing them before that, and
(12:13):
then seeing just how easy it is,all right, they see that ad,
they click on it, they get atext message and now you have a
conversation with your next bestemployee.
Speaker 2 (12:24):
I love that.
I love that and I can see theanalytics also being really kind
of addicting for them tounderstand what's working,
what's not working, et cetera.
Questions that prospects shouldbe asking you as a kind of a
remote or recruit marketing,play specifically in social
media marketing and drivingcandidate flow, that front end
(12:46):
of the funnel.
What are the questions that buyquestions when we want to teach
practitioners?
What are the what are greatquestions they say should be
asking software firms.
So if you could script it, whatquestions would you love to be
asked?
Speaker 3 (13:01):
One of the first things I know this is maybe a
bit more of like on the boringside, but it matters so much is
what visibility do you do I haveon the metrics, like the hiring
metrics, because coming intothis space and a lot of the
companies I talk to, they'regiven some of again.
(13:23):
There's value here but in myopinion, a lot of times just
like vanity metrics.
Like I understand the thingthat's most important to TA
teams is you need hiresApplicants that turn into hires.
Speaker 2 (13:40):
It doesn't matter how many people commented on that
post.
Those are valuable.
Speaker 3 (13:46):
We're building our employer brands, we want people
to be aware of our organizationand we want them to see our
content on these platforms, butwhen it really comes down to it,
our?
Has this solution been provento supply high quality candidate
flow?
Like that's a big part of it.
(14:06):
And then also, what's thestrategy for?
One of the one of the thingsthat's hardest to get right up
on it this way on social mediaadvertising in relation to
recruitment marketing is thecontent.
I always call that the X factorof social media advertising.
You have your audience, youhave your platform, you have
(14:28):
your conversion method.
All these things are important,but what will give you the 10 X
factor in a campaign is yourcreatives.
The interesting thing, likewith social media, is you need a
photo, or a video is thecornerstone piece of your ad
versus, indeed, zip Recruit oronline job boards.
(14:49):
You're working with text, andso having very engaging photos
and videos that are beingleveraged for the campaign are
extremely important and, again,that's one of the things that we
pride ourselves in is like, allright, that's what we have a
ton of experience around.
Is like all right, what isgoing to engage with a
(15:12):
particular audience, what typesof visuals and what are the
headlines?
The a lot of social media adssupporting recruitment.
It's almost like a copy andpaste of the job description,
which isn't going to work onplatforms like Tik Tok or
Facebook.
So those things really matterwhen it comes to actually being
successful.
So those are the questions thatI'd really dig into is hey,
(15:35):
what's your strategy aroundcreatives and what's the
visibility into the results thatI'll receive on a regular basis
?
Speaker 2 (15:44):
So success stories without brand names?
We don't need to know that typeof stuff.
But just you know, maybe we're,someone was skeptical at first
or reluctant at first, maybedidn't believe in social media,
maybe you didn't believe theiraudience was there or candidates
were there.
And walk us through some ofthose.
Speaker 3 (16:04):
Yeah, the first one that comes to mind was one of
the biggest auto resellers andretailers in the US.
They were in the thick of itespecially I think this was
maybe early 2022 mechanics wastheir hardest to fill position
and they were really skepticalgoing into it.
(16:26):
They were just like we justdon't think mechanics are on
Facebook, instagram and TikTok.
That was the perception.
But yet they were reallystruggling with candidate flow
because, indeed, was drying upbecoming more and more expensive
for them to leverage and theyjust didn't see the candidate
(16:47):
flow.
They saw a lot of repeatcandidate flow and repeated
applicants on some of those moretraditional job boards and we
launched things with them andinstantly like they just had a
flood of candidates newcandidates too.
They said that was theirbiggest surprise is seeing the
(17:09):
increase in candidate flow andit not being a big duplicate of
their existing candidates.
This was a separate candidatepool than what they were getting
from Indeed, so that was a biglift for them was we've tapped
in this whole new gold minebecause that's even other
solutions like Zip Recruiter,indeed, some of those other more
(17:31):
traditional job boards is youget a lot of duplication.
People are on Indeed and thenthey'll jump to Zip Recruiter
and just apply and you'regetting a lot.
you're paying double for thesame candidate often, and what
they saw leveraging social mediathrough our platform, it was
this whole new candidate poolthat they could tap into.
Speaker 2 (18:15):
So they were one of the midterm candidates.
Nelson done and thank you forthe time.
Speaker 3 (18:24):
Absolutely.
Thanks so much for theinvitation.
Speaker 2 (18:26):
William Really enjoyed our time here 100% and
thanks for listening, until nexttime.
Speaker 1 (18:33):
You've been listening to recruiting dailies use case
podcast.
Be sure to subscribe on yourfavorite platform and hit us up
at recruiting dailycom.
Welcome to Recruiting Daily's Use Case Podcast, a
show dedicated to thestorytelling that happens or
should happen when practitionerspurchase technology.
Each episode is designed toinspire new ways and ideas to
make your business better as wespeak with the brightest minds
in recruitment and HR tech.
That's what we do.
Here's your host, WilliamTincup.
Speaker 2 (00:26):
This is William Tincup and you're listening to
the Use Case Podcast.
Today we have Sam on from BoostPoint and we'll be learning
about the business case, thecost-benefit analysis, roi, all
of these things the use case forwhy, as prospects and customers
use Boost Point, sam, would youdo us a favor and introduce
both yourself and Boost Point?
Speaker 3 (00:46):
Absolutely, william.
Yeah, we'd love to Really.
First of all, I appreciate theinvitation to the podcast.
We're looking forward to ourconversation here.
Yeah, a little bit of intro.
My name is Sam Beiler.
I'm the co-founder and CEO ofBoost Point.
Boost Point is a softwaresolution for recruitment teams
(01:07):
TI teams.
Our platform helpsorganizations attract passive
candidates to their open roles,specifically through social
media advertising.
Think about how do I get 73% ofthe potential candidates out?
There are categorized aspassive job seekers.
That means they're not activelysearching for a job on Indeed
(01:29):
and ZipRecruiter and otheronline job boards.
The big question is how do wetarget those 73% of workers that
are categorized as passive jobseekers?
What we've found is socialmedia channels like Facebook,
instagram, tiktok.
Those are the mostcost-effective ways to attract
(01:53):
that passive job seekercandidate.
Speaker 2 (01:58):
Do folks categorize you in the recruitment marketing
, employer branding, prior tothe ATS.
You're finding talent and thenat one point that talent then
converts into an application orsomething and then that goes
into the ATS.
I'm assuming people probablythrow you as a CRM or
recruitment marketing.
(02:18):
How do they categorize?
Just shut up.
How do they categorize you?
Speaker 3 (02:24):
Recruitment marketing solution is most typical, again
, looking at us as a source tofill the top of funnel of the
candidate pool, our platform.
Since launching several yearsago, we've evolved our platform
a lot.
What we went to market with wasspecifically just a social
media advertising tool.
Since then, we've evolved thatinto a light CRM, a candidate
(02:47):
database.
We also have a text messagingplatform where you can
automatically engage with thecandidates through SMS campaigns
.
That's coming in to make it alot more efficient, for we're
all about building the bestcandidate experience.
That's what we're really about.
Someone sees an ad on Facebookfor a local job opportunity.
(03:08):
They click the ad right within.
Through our platform.
There's this quick applyexperience right within the
Facebook, tiktok or Instagramplatform, so you're not sending
them to another page and wouldhave to create an account to
fill out a full application andupload their resume, because if
you force them to do that,they're going to get too
distracted and they won'tcomplete your application.
(03:29):
We're collecting their data andthen, right after they apply,
about a minute or two later,they get a text message as if it
were coming from one of therecruiters, saying hey, tom,
thanks so much for applying forOpenPosition.
Let's jump on a call to connectwhat part of that next stage of
the applicant journey is.
That's what our tool hasevolved into right now.
(03:52):
Again staying in the vein of arecruitment marketing tool.
One thing we actually justreleased this product and it's
in the Alpha stage currently.
This is where we're recordingthis here in June.
We released this in May of 2023.
It is a generative AI tool forrecruitment teams, helping them
(04:12):
build engaging content at scale.
One thing that we've seen,being deeply involved in talking
to TA teams and the recruitmentteams of Fortune 5000 companies
the ability to create engagingrecruitment marketing content
for, maybe, social media,organic posts, linkedin posts or
LinkedIn DMs, even engaging jobads, converting just job
(04:36):
requirements and job intoengaging job ads for Indeed and
their careers pages and stufflike that.
We've launched a generative AItool where instantly, you can
create all that content by justuploading a job title and a
brief description of the job.
Speaker 2 (04:56):
So what I love about programmatic advertising at
least in the ad tech world, butalso in our limited little world
over here in TA is it helpspractitioners understand you've
got to drive with media, you'vegot to drive a candidate flow
and what the folks out therethat do programmatic they
basically are solving to where,how much and where.
(05:19):
So you want to drive 20,000candidates, okay, cool.
So how much of that media do weneed to buy and where do we
need to place that media?
I love that about programmaticand I only bring that up in a
sense of do your customers haveany idea how to put budget,
(05:40):
associate that with a job ortraffic, like front, like I said
, front of funnel?
Do they do?
You got a calculator?
Do you have a way to teach themas to how much money they
should put towards something?
Speaker 3 (05:55):
Yeah, that's a great question and we have a lot of
historical data within ourplatform as far as because a lot
of that is driven by, like, thejob type, the potential
audience size, and you're tryingto fill a software engineer
position versus a frontlineworker for hospitality your
metrics are going to look verydifferently based on the type of
(06:19):
position you're trying to hireand in what industry, and then
even in what area.
Yeah, that can make it a bigchallenge for TA leaders to know
how to appropriately budgetadvertising for their employer
brand efforts, and so we have alot of historical data that can
help educate what a budgetshould look like when you're
(06:41):
trying to build.
What should my social media adsspend be in a particular year
or quarter?
So often, to answer yourquestion briefly we're often
helping build that spendstrategy with our customers.
Speaker 2 (06:55):
It's a recovering marketer.
I would say the.
The idea of marketing is youthrow stuff against the wall to
see what works.
You put on a lab code and youjust test, test, as oh, we did
work in tick tock.
Okay, let's try.
Facebook did work at Facebook.
Okay, let's try this.
So do you?
How do you?
I know that because I ran an adagency for 10 years.
But most of the people you'reinteracting with might not have
(07:17):
that life experience.
So how do you convey that?
Hey, we're going to trycampaigns and you know what some
of them are going to do reallywell and some of them are going
to shit the bed.
That's just that's life.
That's just what.
That's what campaigns do.
So how do you?
It's an emotional conversation.
How do you get people over thathump?
Speaker 3 (07:34):
Yeah, great question.
It really comes down to, firstof all, going into the
conversation with the rightapproach.
All right, what's the objectivehere?
And for a lot of our customers,it's we need to expand our
reach to a more diverse Audience.
We need to expand from justcandidates coming from our
career site and, indeed, or someof the big online job Wards,
(07:57):
right, and so that's usuallystep one.
It's like all right, let'saccomplish that, and then the
layer down is like all right, weactually need to.
For this to be valuable, thisneeds to produce qualified
candidates for open positions aswell, and that's like the layer
deeper, with our metrics andthen again, being a software
solution and all the data thatwe've Collected over the years
(08:19):
really helps drive a moreeducated approach when we're
building Campaigns and so we'vebeen you would have build a
really solid framework thatEnables a lot higher of a hit
rate you might call it withsuccessful campaigns versus
unsuccessful campaigns.
Well, you're not with a blankscreen.
We're not starting with a bankstream, a lot of Customers we
(08:41):
work with.
They may have previously workedwith more of a generic ad
agency that's done a lot ofcustomer acquisition and maybe
employer branding, but make sureof those and they work with a
dozen different advertisingplatforms, all programmatic or
Google ads, facebook ads,tic-tac ads and like they.
It's hard to be where we reallydialed in.
Hey, we're gonna be expertsspecifically for social media
(09:03):
and right now those platformsare Tic-Tac and Facebook and
Instagram or the platforms thatwere currently integrated with,
because that's where you get thebest results and when you look
at, you didn't mention.
Speaker 2 (09:13):
You didn't mention LinkedIn or Twitter.
I'm not necessarily surprisedby either of those, by the way,
but because the other ones are alittle bit more visual,
especially if you use Instagramreels.
You could you Tic-Tac,obviously.
Facebook, you can do video.
I guess you could do video inTwitter and LinkedIn, but you
didn't mention us did.
Was that just because youdidn't want to mention every
social platform, or did?
(09:34):
Was that purposeful?
Speaker 3 (09:36):
We're not integrated with those right now and that's
been on purpose.
I'm not saying that we'll neverget integrate with those
platforms but again, theparticular problem that we're
solving for organizations ishigh volume hiring.
Speaker 2 (09:47):
Right where, so where the audience is where the
audience is and right now the.
Speaker 3 (09:52):
We've tested all these platforms and where we see
the best ROI.
Even tick-tock like that'sfairly new for us.
We just launched thatinitiative about six months ago.
That one happened a lot quickerthan I actually personally
anticipated.
Tic-tac's always been our radarfrom the beginning and we
tested it here and there and theROI just wasn't there.
(10:13):
So we weren't pushing that onour customers.
But as soon as we saw that tip,the scale for the types of
customers we're working with andthe positions that they're
trying to fill we integratedwith that platform and now we're
very active on that platform.
So, yeah, we're very strategicon the platforms that we
integrate with Because we wantto be experts there versus
(10:35):
you're trying to be generalists.
Speaker 2 (10:38):
Yeah, all things to all people.
Yeah, it's what I like aboutthat.
And then, as the audiencechange, if they move from
tick-tock to something else,then you move with them wherever
they're.
Wherever they go, you want tobe an expert in basically
reaching them where they are.
I love that.
Let me ask you some buy sideQuestions.
When you, on the occasion thatyou get to show people boost
(11:00):
point, you get to demo it,what's your or their favorite
part of the demo?
Speaker 3 (11:08):
It's, it's really the candidate experience.
And when you realize that fromstart to finish and you know
that that's usually the bigwhite-bold moment if I'm Demoing
our platform because realizingthat, hey, you're capturing
(11:28):
these people, your bestemployees, they're spending
hours per day on Facebook,instagram or TikTok, like these
are the platforms that they'respending their time on.
Collectively it's about threehours per day.
An average, the average person,average user on these platforms
(11:49):
, a combination of hours per dayon these platforms.
So they spend a lot of timehere.
And when you get to see, oh,this is my brand, specifically
targeting the best potentialcandidate for my position,
before they're searching for meon Indeed, before they come
across my career site and I'mcapturing them before that, and
(12:13):
then seeing just how easy it is,all right, they see that ad,
they click on it, they get atext message and now you have a
conversation with your next bestemployee.
Speaker 2 (12:24):
I love that.
I love that and I can see theanalytics also being really kind
of addicting for them tounderstand what's working,
what's not working, et cetera.
Questions that prospects shouldbe asking you as a kind of a
remote or recruit marketing,play specifically in social
media marketing and drivingcandidate flow, that front end
(12:46):
of the funnel.
What are the questions that buyquestions when we want to teach
practitioners?
What are the what are greatquestions they say should be
asking software firms.
So if you could script it, whatquestions would you love to be
asked?
Speaker 3 (13:01):
One of the first things I know this is maybe a
bit more of like on the boringside, but it matters so much is
what visibility do you do I haveon the metrics, like the hiring
metrics, because coming intothis space and a lot of the
companies I talk to, they'regiven some of again.
(13:23):
There's value here but in myopinion, a lot of times just
like vanity metrics.
Like I understand the thingthat's most important to TA
teams is you need hiresApplicants that turn into hires.
Speaker 2 (13:40):
It doesn't matter how many people commented on that
post.
Those are valuable.
Speaker 3 (13:46):
We're building our employer brands, we want people
to be aware of our organizationand we want them to see our
content on these platforms, butwhen it really comes down to it,
our?
Has this solution been provento supply high quality candidate
flow?
Like that's a big part of it.
(14:06):
And then also, what's thestrategy for?
One of the one of the thingsthat's hardest to get right up
on it this way on social mediaadvertising in relation to
recruitment marketing is thecontent.
I always call that the X factorof social media advertising.
You have your audience, youhave your platform, you have
(14:28):
your conversion method.
All these things are important,but what will give you the 10 X
factor in a campaign is yourcreatives.
The interesting thing, likewith social media, is you need a
photo, or a video is thecornerstone piece of your ad
versus, indeed, zip Recruit oronline job boards.
(14:49):
You're working with text, andso having very engaging photos
and videos that are beingleveraged for the campaign are
extremely important and, again,that's one of the things that we
pride ourselves in is like, allright, that's what we have a
ton of experience around.
Is like all right, what isgoing to engage with a
(15:12):
particular audience, what typesof visuals and what are the
headlines?
The a lot of social media adssupporting recruitment.
It's almost like a copy andpaste of the job description,
which isn't going to work onplatforms like Tik Tok or
Facebook.
So those things really matterwhen it comes to actually being
successful.
So those are the questions thatI'd really dig into is hey,
(15:35):
what's your strategy aroundcreatives and what's the
visibility into the results thatI'll receive on a regular basis
?
Speaker 2 (15:44):
So success stories without brand names?
We don't need to know that typeof stuff.
But just you know, maybe we're,someone was skeptical at first
or reluctant at first, maybedidn't believe in social media,
maybe you didn't believe theiraudience was there or candidates
were there.
And walk us through some ofthose.
Speaker 3 (16:04):
Yeah, the first one that comes to mind was one of
the biggest auto resellers andretailers in the US.
They were in the thick of itespecially I think this was
maybe early 2022 mechanics wastheir hardest to fill position
and they were really skepticalgoing into it.
(16:26):
They were just like we justdon't think mechanics are on
Facebook, instagram and TikTok.
That was the perception.
But yet they were reallystruggling with candidate flow
because, indeed, was drying upbecoming more and more expensive
for them to leverage and theyjust didn't see the candidate
(16:47):
flow.
They saw a lot of repeatcandidate flow and repeated
applicants on some of those moretraditional job boards and we
launched things with them andinstantly like they just had a
flood of candidates newcandidates too.
They said that was theirbiggest surprise is seeing the
(17:09):
increase in candidate flow andit not being a big duplicate of
their existing candidates.
This was a separate candidatepool than what they were getting
from Indeed, so that was a biglift for them was we've tapped
in this whole new gold minebecause that's even other
solutions like Zip Recruiter,indeed, some of those other more
(17:31):
traditional job boards is youget a lot of duplication.
People are on Indeed and thenthey'll jump to Zip Recruiter
and just apply and you'regetting a lot.
you're paying double for thesame candidate often, and what
they saw leveraging social mediathrough our platform, it was
this whole new candidate poolthat they could tap into.
Speaker 2 (18:15):
So they were one of the midterm candidates.
Nelson done and thank you forthe time.
Speaker 3 (18:24):
Absolutely.
Thanks so much for theinvitation.
Speaker 2 (18:26):
William Really enjoyed our time here 100% and
thanks for listening, until nexttime.
Speaker 1 (18:33):
You've been listening to recruiting dailies use case
podcast.
Be sure to subscribe on yourfavorite platform and hit us up
at recruiting dailycom.
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