Case Study

How to book and confirm 360 interviews in 48 hours: HardRockFirenze Pt 2 #Socialrecruiting

The Hard Rock Firenze  fan-page exceeded all objectives in terms of the volume of fans joining prior to the opening of the new cafe in Firenze (Florence) and job applications via the Work4Us application. Close to 10,000 fans have joined the page, most based in and around Florence, and 3,000 applications were received in for the 150 positions listed,20 per post.The whole campaign(which included targeted ad’s), was open for 2 weeks only.
The painstaking job of going through each application was conducted over a 3 day period by a team of recruiters and hiring managers from Italy and the UK, as applicants were encouraged to apply in whatever language they felt most comfortable.
Communication on the process was entirely via the wall and included a livestream broadcast conducted in English and italian, where applicants were encouraged to ask questions, answered live during the broadcast.
The Livestream plug-in available to all fan pages is fantastic, very easy to load, promote via the wall and through sharing on individual networks, and offers high quality broadcast. It’s a great option to use, that I would expect to see more of, not just for recruiting, but an enhancement to engaging with fans.
Having selected 360 candidates for the first round of interviews, the next challenge was how to co-ordinate this volume of candidates across 3 days, with only one week to co-ordinate the whole thing. 
All of the scheduling applications like Tungle presented problems over volume and running multiple diaries. The plan was to schedule 20 interviews per hour across 5 interview teams. After drawing a blank, the final solution was to run the interviews as an event, and the best platform for this was Eventbrite.
The benefit of Eventbrite was that 20 tickets per hour were made available to candidates over the 3 days. The succesful candidates were mailed the link, and “ordered” tickets on a first come first served basis. On booking, a 2 click process requiring candidates to register only a name and e-mail, they received a confirmation e-mail, ticket with a time and a location map.
On the back-end, the names are recorded against the times for reference and printing. It’s also possible to print name badges, and as proved useful, to mail all candidates from the internal e-mail system. A reminder e-mail also goes out 24 hours before the interview.
What is really encouraging is the level of engagement between fans on the fan page. Those that had problems with the booking posted the problem on the page, and other fans who had already been through the process provided the answer.The fans do the work for you, and interviews were announced on the wall and were greeted by good wishes and cheers from other fans. Theres already a big community feel, with fans supporting and helping fans.
Imagine the admin, communication and time that would have been involved in coordinating a project of this size without scheduling interviews this way, without the support of the fans on the site and the work4us app to channel the flow of response.
The result so far, only 24 hours after putting the Eventbrite site live, 305 interview slots have been claimed, confirmed and instructions sent. E-mail communication with questions outside of the wall has been minimal. Although Eventbrite was not built for this purpose, it does the job very well, and as an added bonus, because there is no charge for tickets, there’s no booking fee. It’s free to use. Total spend so far, outside of time and people is less than £1000!
No R.O.I.on #Socialrecruiting?

Bill

Hard Rock Firenze Fan Page

Livestream on FB

Eventbrite.Com

Work4Labs

How one recruiter hired 27 IT staff via twitter #SocialRecruiting

Whilst in Dublin, I heard a great story, how technology expert Ivan Stojanovic of Irish recruiting firm C.P.L. The headline of the story was how he had recruited 27 specialist I.T. staff via twitter. Thats right, 27!
The issues that he had in sourcing these people, and why he chose twitter really as a last resort was that the people he was looking for don’t have c.v’s or resumes.

The recruiting executive search firm is not looking for fulltime jobs as a rule, most choosing to ply their very specialist skills in contract roles. Being in demand and quite rare, broadcasting links and posting ads didn’t work.
The approach Ivan took was brilliantly simple. A search of twitter bios and the usual twitter directories revealed nothing. The skills and experience needed just wasn’t listed. he set up a few non-branded twitter accounts and searched for keywords in real-time search in twitter, setting alerts based on the kind of words related to programs or projects they might be talking about. This returned a number of repeating profiles whose tweets showed they could be of interest.
Ivan followed these targets and began engaging around technical topics, increasing connections and profiles. Techies tend to hang out with other techies in any community.
Once Ivan had built a relationship and qualified his connections fully, he approached them about the opportunities. This proved to be very effective, resulting in a total of 27 hires over a 12 month period, with all connections originating from twitter. Forget apps and all the other good twitter stuff, this came down to using twitter search, listening first, connecting, engaging and building a circle of contacts in the channel. I don’t know the salaries involved, but they were top end. It would be reasonable to estimate an average fee of £10k, offering a return over 12 months in the region of £270k!
It takes time, some specialist technical knowledge in order to engage, and patience to find the right time to make an approach. The return makes it well worth the effort! Anyone want to question the R.O.I?

Thanks Ivan for sharing the story at #IRC2011. it’s one for #truDublin in May.

What has been your experience of sourcing through twitter?

Bill

 

 

Hard Rock Go #SocialRecruiting

Hard Rock Cafe are opening a new venue in Florence. The challenge in opening a new venue for anyone is always finding the right staff, and  Hard RockFlorence requires 150 staff at all levels. For the previous openings, they’ve followed a traditional media route using newspapers,billboards in the city,job boards, the whole range. It’s a challenge to reach the right people which previously required a shotgun approach.
I’ve been spending a lot of time at Hard Rock recently, not just becauseI love the “Legendary Burgers”, (though I do). I’ve been  talking social-media , as well as career sites and social-recruiting. There’s one requirement anyone working for Hard Rock must have, and that is that they must like rock and roll. It stands to reason really, theres music playing everywhere all day, every day. If you didn’t like it much, you’d quit the job very soon.
Just before #trulondon,I travelled to Prague and spent the day discussing fanpages and my 31 day content Calender with the heads of marketing from all the cafe’s across Europe. The main topic was content that would create engagement with the fans, inform the existing customers, attract a few new ones among other things,and  recruit staff in the process.
My friend Paul Jacobs in New Zealand, who is a real Facebook expert, goes by the title of Community DJ. I really like the term because it sums up for me what the person who runs a fanpage should be.In the background,creating the vibe,keeping the fans happy and encouraging,sometimes prompting the fans to generate the majority of the content. I titled the talk community dj, and spent 4 hours in conversation about what this means.
Jump forward a few weeks to the Florence recruiting campaign.The plan was quite simple:

Firstly create a HardRock Firenze (Italian for Florence) fan page. Nothing overly corporate other than the logo.The rest looks pretty much like any other fan-page and that was the intention.The only place to apply for any of the Florence posts is via the fanpage.There has been no additional spend on other advertising.
A quick search of Facebook ads found 1,900 profiles that listed Rock and Roll in interests,located within 50km of Florence, with relevent experience to the roles needed. This meant Facebook ads could be targeted at individuals that matched the profile,announcing the opening and directing them to a welcome page that has been built simply in Pagemodo at very low-cost. The page is headed:”For those about to rock we recruit you,” and has 5 images of 2 Hard Rocks and 3 staff members. Visitors to the page are invited to either “Perform for a packed house” and apply for a job via the “Work For Us” tab on the main page or “Connect With Us” for updates.
The campaign will run for 2 weeks only, with the emphasis on ease of application.Candidates can apply via the career site linked by the Work For Us tab,via the app itself completing a simple registration and adding a CV, by e-mail to a careers account with a C.V. in Italian or English, even by leaving a video on the wall. There’s no ATS, and at the end of the 2 week period a team of hiring managers from Florence and London will go through each of the applications and invite the successful candidates in for interview. A plan is in place to send resources and vouchers to unsuccessful candidates with those being called in for interview booking time slots on-line, taking out the lengthy logistical nightmare of coordinating multiple applications. News of the roles have been further spread by the share button on the Work4 app (from Work4labs) that sits behind the “work for us” tab,with extensive sharing by fans.
The results so far have been astounding. The page has now been public for 4 days with over 6,100 fans signing up and over 2000 job applications being received via the “Work For Us” tab.
What is equally good to see is the high level of public engagement going on via the page,covering everything from questions on the jobs, the application process, difficulties they are having with the tech, a whole range of things.
The costs are significantly lower than previous campaigns. the page and app cost about £200 to set up,with the only significant costs being the Facebook ads,paid by click-through.
It’s early days of course, and the proof will be in the hiring, but looking at the numbers and a selection of fans profiles, I’d expect to report a real success story when Florence opens for business. Hats off to Hard Rock for taking this approach, and to all the staff involved in creating and maintaining such a simple, effective and engaged campaign.

We salute you!

Links:

Hard Rock Cafe Firenze Fan Page

The Work4 App

Pagemodo