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  

LINKEDIN  

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 pierreantoine.antonini@gmail.com or @pierreantoine