How can you quickly connect online with the right potential employees? For employers with a continuous demand for staff and suppliers of flexible labor, this is a question of strategic importance.
At the end of 2019, the labor market is extremely tight. Actively applying candidates fall far short of meeting the demand. So you’ll need to entice candidates to choose your company. You reach this latent audience through social channels like Facebook and Instagram. However, running an effective campaign is highly complex and time-consuming.
You need to align your ever-changing job openings with your social campaigns. For example, how do you ensure you don’t waste money on expired job ads? Moreover, you must continuously adapt the changing demand for candidates in your social campaigns.
The knowledge required for proper execution often resides with two different individuals: a marketer who knows everything about targeting and campaign setup, and one or more recruiters who understand the actual demand for candidates.
This challenge was also familiar to BJ Flexpartners. Booston was asked to help streamline the social media campaign through its automation for social job ads.
The Setup
The first step was linking job vacancies and applications to BJ Flexpartners’ ATS: Carerix. With Booston, this can easily be configured within its dashboards. Carerix is leading – all jobs and candidates are maintained there in real time. Booston automatically pulls in this updated information.
“With Booston’s campaign automation, posting job ads is a breeze. We predefine which content and targeting match which job group. After that, it’s just a matter of selecting the jobs to post with a single click. I save a lot of time and receive many applications in return!”
– Mariska Massink, recruiter BJ Flexpartners
Afterwards, the social campaign for BJ Flexpartners was set up. The result? Social job ads are 95% ready to publish – fully equipped with images, (hyper)targeting, and text. Linked to the company’s own social media channels. And fully tailored to the specific vacancy. At the time of writing, BJ Flexpartners has about a hundred vacancies—automatically generated. That saves a lot of time.
The highly targeted and broadly structured campaign now in draft can be optimized by a recruitment professional. And that pays off! The saved time can now (partly) be used to give social ads the attention they deserve. Naturally, you can preview exactly how the ad will appear on social media at the click of a button.
No marketer is needed anymore—the recruitment professional truly knows what matters and what makes the vacancy stand out.
Recruiters Take the Lead
In the above vacancy, the text was automatically generated and enriched with emojis to make it as relevant and readable as possible. The recruiter can fine-tune the vacancy based on this foundation. Prefer a different image? Are there conditions worth mentioning? This information can easily be adjusted here. Booston can assist if desired.
The vacancy is now published with a single click—just as fast as the Booston multiposter posts to job boards.
Candidate Journey
BJ Flexpartners deliberately designed the candidate experience to be as low-threshold as possible.
In the examples below, you can see how the targeted driver in the Leerdam region was shown the ad (photo 1, 2 & 3). Upon clicking 'respond,' a mini-application form appears in Facebook (photo 4). This form includes a few clear promises and conditions regarding the ‘mini-application.’ Naturally, it is personalized to the recruiter of the vacancy. The requested information is already pre-filled since it is known to Facebook or Instagram.
With a single click, the mini-application is submitted (photo 5). A personalized thank-you message from the responsible recruiter follows, and the candidate can click through to the website to view the full vacancy and potentially apply later with a CV.
The CV is intentionally left out of this process. After all, we're targeting latent candidates. The likelihood they have a CV ready or updated is low. The Booston system follows up via email to request this later.
What’s unique is that Booston imports this mini-application into its dashboards.
In the case of BJ Flexpartners, these candidates are again stored in the Carerix ATS. Booston tracks how the process with the candidate progresses. If a placement occurs, we can see exactly which ad contributed to it!
The Results
Looking briefly at the results, it is important to list the reasons why this campaign may be significantly more successful than a ‘traditional’ social media campaign for jobs/candidates.
- The social media ads go live and offline extremely quickly. The short duration makes the ads highly relevant. ‘Ad fatigue’ is a strategic issue for any social media campaign. Booston helps avoid this. Speed and relevance are key!
- The social media campaign is incredibly specific. The job location is leading, combined with the candidate profile. So you truly reach only carpenters in Eindhoven. Super targeted. That saves significantly.
- The ad texts are reviewed by HR experts / recruiters. They know what truly matters. An ultra-fast execution. Unnecessary alignment between recruiter and marketer is avoided. The result: truly compelling ads.
BJ Flexpartners uses Booston’s recruitment reporting for detailed campaign insights.
- Average cost per candidate: ~€1.50
- Increase in responses (compared to a manual campaign with similar budget): +350%
- Average number of responses per day: 28
Thanks to BJ Flexpartners for allowing us to share this data!
In Conclusion
Questions about this case? Feel free to leave a comment. Stay tuned—an update to this tool is coming next week. Real-time reports with costs and results will be added!
