Recruiters that Think like Marketers


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Jul 29 2021 61 mins  

Welcome to the think like marketeer: marketing strategies for recruiters webinar.Talkpush created these webinars that we do believe that with a couple of gifts from marketing, we can definitely level up the game of each recruiter in the recruiting industry.

I'm going to stad eating the welcome to Max. We're very lucky to have you. He's our CEO at Talkpush. So max, the word is yours. Hello everybody. Good morning. Good afternoon. And good night wherever you're logging in from. I'm the CEO of Talkpush. We are a recruitment software company, which deals with really high volume and we've built a bunch of technology that helps us manage wide recruitment funnels, which requires.Very wide advertising and marketing funnels. So naturally we've had the opportunity to work with cutting edge recruitment marketing teams who are spending hundreds of thousands of dollars in marketing and investing in their content strategy. And so on. And in our years in the space, we've come across some really like I said, cutting edge professionals and people who are deep experts in the field of recruitment advertising and so I'm really excited to see what we're going to hear from our two speakers today. Adam Chambers and David Lim who represent Applichat and ThinkCrumbs and who are two experts in the field of digital advertising particularly on Facebook and other high volume channels.


I thought I would kick it off by saying, well, first of all, we live in a world where it's never been easier to have a lot of data and so the problem has in a way shifted from where can I get candidates to, how can I get, how can I manage all those candidates, which is a very different problem and this is not simply a trend which dates back from, I mean, this trend staded a long time ago, 20 years ago. But it's actually still accelerating, meaning. In 2020, you can get way more leads than we can get in 2019, strangely, even though in 2019. And it was already probably an age of plenty full in terms of generating leads and candidates in 2020, it's even more so we were just commenting on the fact that the cost per questions, cost per leads has dropped considerably over the course of this crisis and and on top of that, the trends that had already staded with some of the aggregators that are providing free traffic to employers, such as Facebook jobs and Google jobs are further accelerating during this time.


People have more time at home, more time to browse, more time to search, more time to apply for jobs. And so the volumes are going up and I Talkpush. We were lucky enough to work with some of the largest employers in the world, and we can see their candidate traffic has increased considerably in a while.Companies were still feeling a little bit, and shy about hiring. We have more than double the volume of candidates that we had back in March in the month of June and that is not driven by advertising. You know, people have not increased their advertising budget but they are getting more volume, nonetheless.So does this mean that advertising is over advertising is dead, not at all. I think there's two facets to advertising. One of them is indeed finding your audience. The other one is making sure that you're attracting the right kind of audience and today the opportunity is there for you employer you know, employment branding, experts to attract the right kind of audience by having a very differentiated message which is where the battle lies today.


Anybody who spends time on LinkedIn and I assume everybody on this webinar has spent time on LinkedIn as a talent acquisition professionals do we'll agree that it has become an overload of spam of noise. And it's very hard to get hurt, very hard to stand out kind of the way Facebook was a few years ago.


and in this environment I've seen over the last few weeks, some advertisers who were able, some employers were able to adjust their strategy very quickly, sound more authentic, create more unique content and win market share in that sense and in the war for talent, win market share and win mind share by standing out from competition in a world where everybody is advertising everybody is moving online, where every company is doing webinars as well. It's not just Talkpush then. It really boils down to the quality of the content and, you know, the authenticity of the message. So that's kind of leveling the playing field. It means for people who are on this call, who do not have a big advertising budget.


Okay. We don't expect that you do, you know, entering into Q3 2020. Obviously your finance department is not going to give you an increased social media advertising budget compared to the beginning of the year, considering the recession. But even if you move 20% of your ad spend from job boards to social media, you're going to be able to experiment and do a lot of things with that tiny 20% bunches because if you have a real differentiated message where you can talk about something that you're doing, that's uniquely speaking to our time. For example, you could talk about how you're taking care of your work from home program or your company culture, or how you're adapting to the new normal, this kind of messaging.


We'll find an audience in this current climate and will allow you to attract. A lot of candidates for a fraction of the cost that it would cost you under normal circumstances and that it would cost to only six months ago. So this is a great time to experiment. And I think that this is what we're seeing with our customers.


Pablo if you could share the slide that I sent you with the data. Thank you. This is the number of job applications that are coming through our software and through Facebook jobs and Facebook job currently does not charge for advertising.


Meaning these applications just come in free of charge and are passed on directly to our customers and so far Facebook is not advertising for it. They will, at some point in the future we have the same trend actually happening with job boards and with aggregators like Google jobs.


And so, you know, as I said, there's more volume, more volume than ever. So I think the battle has shifted a little bit to who has the biggest budgets to who has the most unique voice. And I think there's nobody better qualified to speak on this particular topic than Adam who has staded a company called athlete chat, who specializes in conversational interfaces for recruitment and, and social media sourcing.

So with that, I'll pass it over to you, Adam.

All right. Thanks very much, Max. I appreciate your introduction. Yeah, we're using Facebook jobs a lot, so in my age, We help recruiters like you all source for hard to fill in roles using social media. So we're all about getting in front of account continents, where they like to spend time on making it very easy for them to apply to your jobs.


So what I'm going to talk about today is how we're using the hub specifically for nurse hiring, which is a major job shortage in the USA, but this can work for any role really using social media. So yeah, I'll reach out. So our specialty is really a consultative approach. Sourcing difficult possessions. So clients will come. They often say, Adam, we can't hire enough nurses. We've used it indeed. We've used it onLinkedIn. We've tried cold calling it, but it just isn't working. Hi, can we get in front of our ideal candidates?


And how can we actually get them to change their lives and come on, work for us, the solution and the way you do t...