Retail and Hospitality recruiting is getting harder and harder.
“Now Hiring” signs and “We’re Hiring” signs are a great way to get the attention of your existing customers and local foot traffic. But, sending potential applicants to a career site, that requires them to type in 20 characters, on a mobile phone, and then try to apply via a non-mobile optimized web site, is a recipe for failure.
Per Jobvite’s annual “Recruitment Marketing Funnels” report, as well as Appcast’s Cost Per Applicant annual survey, the average Career “Visitor to Apply” converstion (ie. of all the people who visit your career site, the percentage of those visitors who complete an application), was 8.52% in 2016, per Jobvite, and even lower per AppCast.
That means that 9 out of 10, or more, of your organic and paid job seekers who visit your career site, are leaving without you knowing much about them.
That also means that 90% of your recruitment marketing budget was WASTED!
How do you solve that problem?
Find alternative solutions for your prospective workforce. If you’re hiring a non-desktop workforce (ie. a workforce that is probably “Messaging First and Email Second” you might consider a Text Messaging Chatbot, that engages candidates, stores their contact information, etc.
Doing the same thing as your competitors will only get you the same results.
Indeed is in an all out war to keep it’s job seeker traffic alive.
The acquisition of Glassdoor, by Recruit, Indeed’s parent company, for $1.2 Billion, should not be considered an acquisition of Glassdoor as a company and business model, but as a lifeline for free job seeker traffic for Indeed.
Glassdoor, like Indeed, has been profiting from free, job seeker traffic from Google for years.
With the Recruit acquisition of Glassdoor, Indeed will benefit from all the free job seeker traffic that Glassdoor is getting from Google. SEMRush.com suggests that’s 27 million FREE visitors per month.
For over a decade, Google Search has been the first place job seekers go to look for a job. Over that same period, Indeed has been the primary recipient of that organic job search traffic.
Last year, Google launched Google For Jobs. Stating they were going to change how results were being displayed in the US search results, for “job related” terms. Meaning, that instead of showing normal search results, they would show aggregated job content directly from employers, applicant tracking systems, and multiple job boards. Essentially killing a significant percentage of Indeed’s free job seeker traffic.
The solution is simple and levels the playing field for anyone who wants to get their job listed in Google Search.
Indeed is faced with several problems:
Candidate Acquisition Costs are going up and will never be free again. Their cost to acquire job seekers continues to rise, as they have to pay more and more to acquire the same number of visitor they had last month.
With low unemployment, there are fewer and fewer active job seekers, making even harder to maintain their traffic.
Google For Jobs is expanding Internationally, meaning, Indeed is going to lose their free job seeker traffic in nearly all their international markets. Recruit bought Workopolis in Canada a couple weeks back, and within a couple days, shutdown the entire website and operations. We can only assume this was a defensive strategy to once again maintain job seeker visits, knowing that Google For Jobs is going to be launched in Canada soon.
Indeed was once known for generating lots of low-cost, if not free, job seeker traffic for companies. That brand and promise is quickly dying, as they are raising prices, and delivering fewer results.
The Impact on Employers:
The cost for Job Seeker traffic is going up. For most employers, the cost to recruit candidates will continue to go up. From several first-hand conversations with VPs of Talent Acquisition, and industry insiders, Indeed’s traffic to customer’s jobs has been consistently dropping, while sales people are calling requesting more money, for less traffic.
Free and low-cost Indeed traffic is dying. Indeed is now selectively eliminating scraping jobs from company websites and removing those jobs from it’s search engine. This process has been nick-named the “Indeed Jail”. The fact is, the days of free Indeed organic traffic are coming to an end.
Employers can’t generate qualified candidates with a “Post N Pray” strategy. From the early days of the Internet job board business, and applicant tracking systems, employers have relied heavily on their job being “found” using aggregators like Indeed and SimplyHired, who could drive lots of inexpensive job seeker traffic to their career sites. With static budgets and rising costs, this strategy doesn’t work anymore.
Talent Acquisition leaders need to investigate alternative solutions. Over the last decade, the primary recruitment marketing strategy has been post jobs to job boards, like Indeed, redirect candidates to the corporate career site, and hopefully about 10% of those visitors will apply. That used to work, especially when the economy was hurting and there were lots of people looking for jobs. But now, with unemployment at record lows, job seekers aren’t visiting job boards in the same numbers, and the candidates who are visiting, have multiple opportunities.
What can employers do today!
Do SOMETHING! This problem isn’t going to go away, ever!
Increase the Visitor to Apply ratio of visitors on your career site. If you have an existing constraint, ie recruitment market budget, and can only afford to spend $X dollars, your going to need to generate more qualified applicants for that same dollar.
Audit your candidate apply journey. Physically walk through the job seeker process of finding your company jobs on a job board, like Indeed, and then follow the path that a job seeker would take to apply for a job. Chances are your apply process, career site, candidate assessments, and the rest of your process has at least a couple of big issues that can be fixed quickly, with little effort. But you need to know what they are. (Actually, it’s better to have someone who has never been on your career site do this, because they “have a fresh set of eyes”.)
Document, every web page in the process.
Document how long it takes.
Screen shot EVERY screen.
Right down EVERY confusing step, or “weird” error, or redundant step.
Implement a Programmatic Job Advertising platform. For mid-market companies with 100+ open jobs per month, programmatic advertising solutions will scrape your website, like Indeed does, and then a computer will help publish your jobs to specific job boards, that will get you the best number of applicants, without blowing your budget on individual job postings. You can save 30%, or more, in the first 90 days, if you do it right. Will it take time to set up? Yes, but once you do it, it will be a long-term strategy that continues to pay for itself day after day, month after month. (Again, reach out if you want to learn more).
Implement a Career site Chatbot
Implement a Text Messaging Chatbot solution
If that’s you. There are alternative solutions.
They can actually Save Money!
They can increase your Candidate Apply Rates by 500%!
They can increase your candidate pools by 900%!
They can be implemented within days.
And, they don’t require IT support, changing of your technical stake, changing how your recruiters work, etc.
If interested, call me directly:
Recruitment Automation is quickly coming to staffing firms, recruitment process outsourcing (RPOs), and corporate talent acquisition teams.
What is Recruiting Automation?
Let’s define Recruitment Automation as automating, or eliminating, human steps, or workflow processes within the recruiting process.
We’ve been automating recruiting for years, so what makes today’s automation different?
Over the last 20 years, we’ve been automating recruiting tasks like posting jobs to job boards, using email to reach candidates, etc. Prior to Indeed and mass job aggregation, most job postings were only visible on corporate career sites. The majority of the job postings never made it to job boards, because of the human cost on posting jobs. Job scraping and job distribution, and now predictive pay-per-click and pay-per-applicant tools from Job2Careers.com and AppCast.com have automated the ability to post jobs everywhere, and do it cost-effectively.
If you break down the recruiting process, Bill Boorman, suggests there are 88 individual steps required to hire someone. Many of those steps involve human steps that require significant training, follow-up, lots of attention to detail, and unfortunately… work. A recruiter, or hiring manager, needs to screen the inbound candidates, for basic requirements, and then reach out to them for an initial “pre-screen”, to find out if they are Qualified, Available, and Interested (QAI). For most recruiting organizations, this is where the problems start.
To get ahold of a candidate, recruiters have had two primary tools, a phone, and email. No one is picking up the phone these days, unless they know who it is.
And, emails aren’t being opened, read, or responded to. So, recruiters are sending more and more emails. Making more and more phone calls, just to keep up. They’re also losing candidates in the process because the recruiters can’t manage the flow of the data and conversations.
Messaging and Chatbots are leading the new Recruitment Automation
Contacting job seekers via email is simply getting tougher and tougher. Emails aren’t being opened (14% open rates and 2% click-through rates), whereas Text Messages are getting deliver 95% of the time, and responded to within minutes and hours, instead of days. Text Recruiting with job seekers and over sms messaging is by far the fastest way to get candidate responses and move candidates through the recruiting process.
If the above paints a dark picture, just remember, it can get even worse, because most candidates you want to recruit, are probably already working, which means they probably can’t have a call during their work hours. In the US, we’re currently at near “Full-employment”. Replacing turn-over candidates is becoming harder and harder, let alone, adding to the workforce.
These types of process changes, predominantly use chatbots and messaging platforms like Facebook Messenger, Text Messaging, and Web Chat, to communicate with candidates, while engaging and pre-screening them for their Qualifications, Availability, and Interest in the company.
Chatbots work 24/7, don’t require time off, and continue to learn as they respond to candidates using their existing smartphones, without the need to download another application.
Messaging is High-Touch, Personalized, and Private
If candidates are ready to leave their current employer, they have options, and companies need to act fast, and respond to candidates quickly if they want to interview and hire them. Dropping the ball, and not responding to candidates quickly enough, is going to become a bigger and bigger issue as the competitive nature for talent continues.
So, back to Recruiting Automation…
Tips for implementing Recruiting Automation in your business Today.
Here are some areas where you can implement some recruiting automation in your recruiting practices today:
Sending Text Messages to candidates. If you aren’t doing this yet, ask yourself why you and your organization aren’t doing this. It works. It’s proven. and your competitors already are doing it. Are you worried about how candidates will respond? Good. You should be. Take it slow. Make your text messages personal. Respond back to candidates quickly. And, use a tool desktop application like GoHire, that not only let’s you use a keyboard, to type faster, but also stores all your candidate conversations.
Add a Career site Chatbot to your career site. Candidates have options, so you need to make it easy for interested candidates to learn more about your company, the role, and your culture. Only 8.52% of your site visitors will apply for a job. Adding Web Chat to your career site is relatively inexpensive, and can increase your candidate flow by 100%. Essentially, allowing you to engage and convert 100% more candidates, then before web chat.
Add a Text Messaging Chatbot, or an Apply By Text chatbot as a way for candidates to engage your company. For instance, in the retail and hospitality fields, you can advertise Text “Jobs” to 415-980-1270, and let candidates engage with you, create profiles, answer pre-screening questions, and even set up a time for an interview, all from their smartphone and text messaging.
If you want to automate reach-outs to existing candidates, to ask some basic questions, pre-screen them, or see if they have specific skills needed for a role, Text Messaging with a Chatbot can help.
How it works: Using GoHire’s Text Messaging system, send the candidate a templated response
What if recruiters could spend more time with the highest-value candidates, while candidates could also get immediate responses, and even status updates on their application process.
What if candidates could ask questions of recruiters, 24/7, to learn more about the company, and the specific role they’re looking at.
What if candidates to quickly engage companies without having to fill out 20-40 “required fields”, just to learn more about a company, their culture, and the role?
These are not only possibilities, but they are already realities for some of the early adopters of Recruiting Automation.
The recruiting process is filled with manual, redundant, and time and sequence-dependent tasks that can be automated with a recruitment chatbot or recruiting automation. Adding a recruiting chatbot into your recruiting workflow can be very easy and very effective. Below are some recruitment chatbot examples and the beginnings of a recruitment chatbot case study to help you understand what makes the best chatbots for recruiting.
What are Recruitment Chatbots?
Recruitment chatbots, or virtual recruiting assistants, are computer software program that can perform tasks like engaging with candidates, pre-screening candidates, or automating interview scheduling, using multiple messaging channels, like text messaging, Facebook Messenger, and webchat.
These tasks can be voice requests, like asking Siri or Google Assistant to look up information, or can be a candidate responding to a job ad over text messaging.
Recruiting Chatbots can be deployed on multiple platforms; including, Facebook Messenger, SMS / Text Messaging, and web chat (and more).
What is Recruiting Automation?
Recruiting Automation is the process of studying the recruiting process steps required to hire an employee. Once the process is documented, the steps can be reviewed to determine which steps might be reorganized, removed, or automated, based on current needs and available technology and resources.
Below are several recruitment chatbot examples as well as companies using chatbots in recruitment and how they’re implementing automation. There are lots of different types of recruitment chatbots and how they can automate certain steps in the recruiting process.
What are the best chatbots for recruiting?
The best chatbots for recruiting are the ones that solve your specific recruiting process for your candidates, your specific company workflows, and integrate into your existing ATS and technical stack. In nearly all cases, chatbots are customizable, so the best chatbot for your recruiting process and your candidate experience is the one that can be configured for your recruiting needs.
Who are some companies using chatbots in recruitment?
More and more companies are starting to use chatbots in recruitment; from high-volume retail and restaurants to manufacturing, warehouse, trucking, staffing, and healthcare. Here are some examples:
1. Job Postings with an Apply By Text pre-screening text chatbot.
Over the last 10 years, most larger companies have posted jobs to job boards, with links to apply on a corporate career site. In most cases, 90% of the time, visitors don’t actually apply through this process. They visit the site and leave, without providing any contact info. Chatbots are changing this. With an SMS / Text Messaging chatbot candidates are encouraged to
Text “Jobs” to 415–980–1270
(The above is a live Text chatbot, that includes
Candidate Profile Creation, Pre-Screening, and Meeting scheduling)
This is a great tactic for Retail, Hospitality, and other part-time hourly positions. With near full-employment hiring managers need to make it easy for candidates to apply for positions. Typical in-store recruiting messaging sends candidates to the corporate career site to apply, where we know 90% of visitors leave without applying. With a Text Messaging based chatbot, candidates can start the recruiting process while onsite, by texting the companies chatbot. Candidates can enter their contact info, their desired location, answer pre-screening questions, and even schedule onsite interviews.
3. Candidate Pre-Screening
One of the largest time blocks involved in recruiting is screening candidates. Most of the time, recruiters confirm the candidates QAI, during a first-round pre-screening phone call. This isn’t scalable. Wouldn’t it be easier to just send a candidate a text message, that leads them through a pre-defined series short questions that pre-screens them for a role? Recruiters could literally send hundreds of these text messages in a couple of minutes, and literally get hundreds of responses in minutes, vs days, or weeks, with phone calls and emails.
4. Automated Message Sequences over Messaging, for quick responses
Text Messaging is by far, the most effective way of communicating with job seekers today. LinkedIn emails aren’t being read or responded to. The open rate for emails is below 14%. Meanwhile, candidates open text messages about 95% of the time and respond quickly. Usually in minutes vs hours or days. Recruiters often need to confirm details, appointments, or communicate quick questions or steps. Text messaging is great for this type of quick, short messages, and candidates love it too!
5. Interview Scheduling
Another major time-dependent task is interview scheduling. Simply calling candidates isn’t very effective anymore. Candidates aren’t answering calls from unrecognized phone numbers. Calling candidate in the middle of their current job is inconvenient, and playing the back and forth “what time works for you” is a miserable waste of time for everyone. Recruiting Chatbots are great at doing this like automated scheduling, making it easy for recruiters to invite candidates to schedule something on the recruiter, or stores recruiting calendar. Imagine a candidate goes through a pre-screening process, and at the end of the process, they are given the opportunity to schedule a pre-screening phone call or even a retail onsite meeting. Try the demo below, that’s exactly what it does.
6. Career Chat – Web chat for Candidate Engagement (Live Agent and Chatbot modes)
In the Jobvite 2017 Recruiting Funnel report, only 8.52% of career site visitors actually completed an application. That means that approximately 91% of candidates visited a career site and left without providing any contact information to contact them in the future. Career Chat, in either Live Agent, or chatbot modes, can engage candidates, answer questions, pre-screen candidates, build candidate profiles, and allow candidates to search for jobs and even schedule interview times. The engagement abilities of a web chat solution are almost limitless, and the conversion rates are far superior to most corporate career sites.
7. Facebook Careers Page Engagement
Facebook recruiting is becoming more and more popular. Facebook Groups and Facebook promoted posts are generating applicants for many employers. But, Once a candidate gets to your Facebook Careers Page, what are they supposed to do? With an automated Messenger Recruitment Chatbot, candidates can “Send a Message” to the Facebook page chatbot. The Messenger chatbot can then engage the candidate, ask for their profile information, show them open jobs, videos about working at your company, and even create Job Alerts, over Messenger.
8. Candidate Experience with FAQs
Candidate experience is becoming critical in today’s recruitment marketing. With near full-employment in many areas of the US, candidates more options than ever before. As such, Talent Acquisition leaders need to make it easy, simple, and engaging, during the candidate journey. Recruitment Chatbots can not only engage candidates in a Conversational exchange but can also answer recruiting FAQs, a barrier that stops many candidates from applying. With a recruiting web chat solution like Career Chat, candidates can learn more about the company and engage recruiters in Live Agent modes, or Chatbots in automated modes.
9. Job Fair Chatbot Registration & Reminders
Job Fairs or onsite recruiting events are becoming more and popular as a way to engage multiple candidates at once, interview them and even provide contingent offers onsite. The problem is generating interest, and then getting a candidate to show up. With a Text-based Job Fair Registration chatbot, employers can advertise their job fair on sites like CraigsList, using a call to action to “Text” your local chatbot phone number. Then, the job fair chatbot responds, registers the job seeker, and can then send automated upcoming reminders; including times, directions, and even the option to schedule a specific time to meet.
10. Job Alerts over Messaging
Recruitment Marketing Automation, for most companies, consists of sending automated job alerts via email. Email has an open rate of about 14% and email job alerts have a click-through rate of about 2% (based on statistics from GoJobs.com ). Messaging Job Alerts, however, gets 95% Open Rates and 21% clickthrus.
Messaging is killing email, especially for the part-time hourly workforce. Currently, 25% or more, of the US workforce either doesn’t have or doesn’t use email regularly, to communicate. This number is only getting bigger, as the Messaging-First workforce continues to grow.
11. Employer Branding Content Distribution over Messaging
Engaging the right candidates is becoming crucial for employee retention. Unfortunately, Employer Branding is often expensive and time-consuming because it entails building content (article, blog posts, employee interviews, videos, etc), and then marketing that content to your primary candidate pool. While many companies are doing great at building employer branding content and getting that content on their career site, how many candidates are seeing it? How trackable is branding content? With chatbots, it’s possible to send automated messages to your existing subscribers, with your latest blog posts, videos, etc. all over multiple messaging platforms.
Increase your candidate application rates by 500% or more?
Most ATS career sites convert about 10% of visitors into candidates.
What would your recruitment marketing look like if you could increase the apply rate by 5X?
Here’s how it works.
When posting ads on Craigslist, Indeed, Snagajob, or similar job boards, instead of providing a link to the job details on your Successfactors career site (where 90% of job seekers visit and leave without completing an application,) your recruiters might add text like:
To learn more Text “Jobs” to (303) 555-1212
When a job seeker sends a text message to your designated phone number our chatbot responds.
We then lead the candidate through a series of short questions to acquire their name, email address, qualifications, interests, and availability.
We call this the “Conversational Job Search”, because it mimics a candidate sitting down with a recruiter, asking questions back and forth.
A “conversational job search” engages candidates in the process, versus showing them a long application form.
Once the pre-screening is complete, we thank the candidate for their information, and then redirect the candidate to apply via the normal process.
While it might seem like an extra step in the process, for a job seeker, the engagement creates affinity, and encourages candidate to continue the process.
We’ve seen 50% of candidates become applicants, and 562% increase in apply rates.
If this is something of interest, please let me know.
“The Recruiting Innovation Service awards are one of the highest honors bestowed upon a company in the recruitment technology market,” stated Jonathan Duarte, CEO of GoHire. “It’s a real honor to be a Finalist, because it’s a vote of confidence from our recruiting and HR clients.”
“Each year’s ReSI Winners are determined by recruiters and HR professionals in an annual online ballot that measures the scope and intensity of customer support for each nominee,” states Peter Weddle, CEO of TATech.org, the trade association for Talent Acquisition solutions providers.
There are over 1.2 Billion people using Facebook Messenger each month, and over 2.1 Billion Facebook monthly users. Recruiting with Facebook is no longer an option, it’s a requirement, as that’s where the candidates are.
GoBe, a Virtual Recruiting Chatbot integrates to a companies’ Facebook Careers page, so Facebook users can ask Frequently Asked Questions (FAQ’s) about the company, the culture, and the recruiting process, as well as search for jobs, create a profile, get pre-screened for jobs, and even chat directly with recruiters.
Recruiters and HR teams can leverage their Facebook careers pages by engaging and educating infinitely more candidates about their company and culture, in an innovative way, that also pre-screens candidates.
With an ever tightening employment market, recruiting new employees means convincing candidates to leave their existing job, to come work for your company.
“Money alone, isn’t the major driving force behind a leaving one company and going to another. Opportunity to advance, company culture, and doing meaningful work, are often mentioned as the top reasons for leaving a job,” states Duarte. “We’re helping companies tell their story and communicate with candidates using Messenger, Text Messaging, and Career Chat.”
The part-time, hourly workforce isn’t using email regularly, if at all, to communicate. Meanwhile, Messaging apps are being used 8 times more often than email. GoHire helps recruiters and HR connect and communicate with this “Messaging First” workforce.
Millions of dollars are spent every year on employee engagement.
We know employee engagement has a direct link to workforce productivity, but what we didn’t know is that Sex might just be the best employee engagement solution yet! Maybe we’re trying to use software to solve a human issue.
Sex at home increased both daily job satisfaction and daily job engagement…
The results of the 2 week study of married, employed adults, showed the following:
1. When employees engaged in sex at home, they reported increased positive affect at work the following day, independent of the effects of marital satisfaction.
2. Sex at home increased both daily job satisfaction and daily job engagement as a function of increased positive affect.
3. Daily work-to-family strain-based conflict significantly reduced the likelihood of engaging in sex at home that evening.
So, there you have it… maybe Viagra, or Cialis is the new employee engagement and retention strategy?
I’d love to be a fly on the wall when someone actually bring this topic up to there Human Resources rep.
GoBe – The Job Bot, was recently listed on Botlist, one of the top directories for chatbots.
“Currently, Botlist is of the most active chatbot discovery sites”, states Jonathan Duarte, CEO and Co-Founder of GoHire, the company behind GoBe. “We are still in the early stage of chatbots and users finding and discovery chatbots.
Botlist has a search engine optimized chatbot discovery tool.
Getting accurate job search results wasn’t due to some algorithm, or artificial intelligence (Al) or machine learning, it was through a ” conversational job search” with
multiple back-and-forths, short questions, and answers.” Jonathan Duarte, Co-Founder, GoBe- The Job Bot
According to Jonathan Duarte’s January 19, 2016, article posted on Linkedin: “In a short 30 day period, while still in beta testing, GoBe racked up some incredible statistics; GoBe, managed over 100,000 messages with job seekers in over 106 countries, and almost all of the traffic and users came from social
media shares, likes, and comments…”
“When we set out to help job seekers find jobs, we knew that the current job search process wasn’t working for a lot of job seekers. As a 20 year veteran of the Internet
recruiting technology market, and founder of one of the first Internet job boards, I knew there were ways to improve the process, but didn’t know what would work best.”
Welcome to a Talent Acquisition Channel podcast on TotalPicture Radio. I’m your host Peter Clayton. Joining me today is Jonathan Duarte, a founder, and CEO with 20 years of experience in the Internet Recruiting market.
His new company, GoHire was founded by Jonathan and Mike Lam, former Director of Business Intelligence, entrepreneur and investor.
Tell us about your background, and how you got involved in talent acquisition technology.
During my intro, I quoted from the article you posted on LinkedIn (and of course, listeners, you’ll find a link to this and other resources in Jonathan’s show notes). The headline of the LinkedIn article, “ The Conversational Job Search – 100,000 Messages – from 106 Countries – in 30 Days!”
So first off, you have to define for us what a chatbot is.
Now, tell us the story behind your headline.
So your first chatbot is called GoBe. You’ve explained what a chatbot is, how, specifically does it work. Give us an example.
Let’s return to the headline of your article. 100,000 Messages — as you know as well as anyone, Jonathan, the volume is usually not a problem with any kind of job posting, which typically receive 300 or more responses on a typical job board. Quality is the issue:
Candidates who are actually qualified for the role they’re applying for. How does GoBe, and chatbot technology in general, address candidate qualifications?
Back to your headline Conversational Job Search – who is conducting these conversations? The recruiters I know don’t have the time to sit on Facebook messenger all day responding to chatbot questions.
Why Facebook Messenger?
How do companies enter their jobs into GoBe? Can their job listings be scraped from their career sites?
Does GoBe work with applicant tracking systems?
Are you building custom chatbots?
What is the cost of GoBe?
I realize it’s early days for this technology, but do you have any ROI results?
What haven’t we discussed that’s important for those contemplating using a chatbot for their open job reqs to consider or understand?
Peter Clayton, is an award-winning producer/director of radio, television, documentary, video, interactive and Web-based media. He runs one of the most visited, and most trusted, HR Technology podcasts.
The results were positive, even though GoBe had a small glitch when trying to enter a profile. GoBe is still learning, and we are working hard, everyday, to make it the best job search experience ever.