Low results on ad spend? Become your team’s talent sourcing hero in 2022.

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Again so today we're going to be discussing no resource and ad spend how to become your team sustain hero in 2022

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my name is Nikky and i'm going to be your host for today's webinar and to begin let me introduce our senior

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social media strategist her name is Mila Navarro and she is going to be sharing a lot of

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insights with us so if you've been having trouble getting best results on your ad spend getting candidates to you

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know interact and engage with your husband um this is the right webinar for you and we're so glad that you're able

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to join us today so without further ado i'd like mila to take over hi villa

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hi nikki hi everyone thank you so much for joining us today again as nikki just

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said today we're going to go over some of the reasons that you may be getting low results on your ads on meta

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the focus for today will be on mass recruitment so when you have to hire

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a lot of people and you have to get a lot of leads to get to your higher end targets but the ad spend that you're

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currently investing is maybe not giving you the results that you wanted or you want to get more results for the same ad

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spend so let's get started if you have any questions please

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you can use the q a box and type out your questions and i'll be answering them at the end of the session or as

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as the topics roll by so let's talk first about your experience

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with social media i'm going to launch a poll right now that you'll be able to see

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on your screen and i want you to vote have you ever sourced candidates via social media

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the first answer is yes most of my candidates come from social media yes you know around 30 to a half come

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from social media or just a little bit or maybe you're sticking to job words and traditional methods for now

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so i want to see the experience of of everyone here

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okay so um i'm going to show everyone the results

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i think you can see them actually live um

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so most people here 64 percent 65 now

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are sourcing 30 to 50 of their hires from social media and then in the second

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place we have uh people who are you know really getting most of their

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their hires from social media with uh almost 30 and then a few of you are only getting

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started with ads okay pretty cool now for the ones that answered a yes

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there's another poll on screen right now which platforms you use the most do you

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only use facebook do you only use instagram only linkedin or all of the

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above or maybe just facebook and instagram where are you currently using that ad spend

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okay most people for now have used facebook only interesting

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um but it's actually tied with all of the above so

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oh all of the above is winning now percent of people use all of the above

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facebook only is catching up

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okay i'm going to give you a few more seconds to vote because this is really tied

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all right so i'm going to end the poll

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most people are either advertising on all of the social media above or on facebook only

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very interesting all right so

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now that you've seen the results of this bowl you can already see that around 88 84 of

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organizations are already recruiting via social media so this is a question of competitiveness if you want to stay

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competitive in the talent market if you want to um get the results that you want and get to the talent pools that you want then

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social media really is the go-to place to um to compete in today's salad market

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it's a standard already 73 of millennials found their last job on a social network

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and 59 of companies found high quality candidates on social media so

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it is a myth that on social media you can't get the same quality of candidates that you can get say for example on a

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job board but the candidates are different and we'll talk about that in a minute and how you can get the most out of zero

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social platforms so if you're not sourcing for candidates on social media you are missing out

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because social media recruitment has now become a core skill for recruiters so being able to to understand sourcing

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also on social media and being able to understand how to be critical about the ads that you are um

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using to to source your talent is a core skill that is very on demand for

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recruiters and is very on demand on the market right now the reasons being that first social

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media really is the place that you know that candidates will spend some time daily especially if you're targeting

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candidates from 18 years old to 45 years old this is an age group that you know

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almost around 90 of them use social media daily at least for some time so you have many

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chances of these candidates being exposed to your brand and of applying to one of your job

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openings and then we have another big advantage of social media that job boards cannot

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give us and is that social media allows us to target both active candidates which are the ones that are actively

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looking for a job which are the typically the typical ones that we will find on job boards but also passive

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candidates passive candidates are people who are not currently looking for a job but who would consider an offer if it

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was in front of them and it was attractive enough so this is 70 of the workforce so

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um it's a lot of people that you're able to target and that you're able to have a chance to recruit and source as well

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let's talk about um what makes for a high-performing ad

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so when we talk about what is going on with your ad spend

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healthcare uh candidate is really motivated by becoming a manager eventually if you mention for example

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that you have a fast career progression towards management then that person is going to be much more likely to click on

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that ad because you're speaking directly to their motivations so that's one tip that i want to give you

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try to make your ads your creatives tailored to the interests and motivations of your audience and of

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course be really cohesive with who you are as a company what's your what's your

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brand and who you're speaking to and make sure that that is actually um coherent with with your targeting and

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everything else second thing about the creative it needs to highlight the benefits of the job

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there are so many ads out there and so much content you all know it you know

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you've all been on social media and you know that we're constantly bombarded with lots of messages so we really need

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to make sure that our creative is attractive to the candidate you can think about the candidate almost

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like as your customer in a way so everything needs to be centered around what they want what they're attracted to

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and what is in it for them okay i've seen a lot of ads that really focus

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a lot on what the company needs at the moment and that's good and we'll get to that in a moment but it's also really

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powerful if you include the benefits that you offer especially if those benefits are

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attractive to your specific target audience so going back to the example of the

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students if one of your benefits is um for example a flexible working schedule

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then that's something that you're really gonna want to highlight because it's going to attract the right people to

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to your ad then you need uh also an ability to help candidate self-filter this means that if

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you have a non-negotiable requirement something that really a candidate cannot

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continue the process if they for example don't speak a certain level of a language or if they don't have a certain

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academic degree then it's good to mention it in the ad itself

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because that's going to help you get more qualified leads and we'll talk about that in a second why qualified

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leads are more important than leads in general but um but that's really important about the

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about the creative okay three points tailor it highlight the benefits and highlight the minimum no negotiable

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requirements so the candidates can self-filter and you get more quality candidates for your budget

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now let's talk about the type of campaign this is something that i see a lot with some of our clients but i will mention that lead ads are

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for now the most um you know the best method for

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generating uh massive sourcing results the important thing about lead ads is to

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make sure that you have a very short form for those of uh of you who are already

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talk push clients all that you will need in that form is your the first name the last name the email and the phone why do

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we need to have a short form on your lead ad because the longer and the more questions you include the more drop-off

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you will have so all of those clicks are being charged anyway you know you are going to have to

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pay for those impressions anyway so you really want to make sure that with your

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ads you're able to capture the lead instantly that's why lead ads are so good when

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you're scrolling on your on your feed you see an ad a native form pops up and

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within you know 10 seconds you're able to send your interest to apply to a company that

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means you don't need to go to an external website you don't need to go and fill out a bunch of questions that maybe you're not ready to answer at that

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specific moment but you're ready to just give your your personal details and then you as the

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company can then contact this candidate and re-engage them and lead them to finishing the um actual pre-screening in

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the best possible moment for that candidate so that's really important that's why lead ads are so good also

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they're really cheap they're cheaper than than for example conversion campaigns which um which are a lot more

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expensive so i highly recommend that um when it comes to traffic campaigns so

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leading um candidates from facebook or instagram to an external site for

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example your career site um it can be good i'm not here to bash any

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type of campaign in particular but i will say that you need to know that you

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will not be able to capture the lead so you won't know that that person actually was interested you won't be able to have

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that information of that person unless they finish the entire application right then and there and also if your site

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where you sent this candidate is not mobile friendly you will lose that lead so that's a lead that you

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will have paid for that you will lose because the person just didn't have the

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patience to navigate a site that is not mobile friendly or maybe it took too long to load so that's why i highly

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recommend lead ads for making sure that you're getting the most results possible for your budget

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let's talk about something that i see a lot as well reach and awareness campaigns these are not optimized for

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generating leads they're optimized for awareness for brand awareness and they

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have a place in your strategy we know that people are a lot more likely to click on ads from a company that they

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already know so you know it's great if you want to raise awareness but know that reach and

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awareness ads that then you know have a link to lead someone to an external site that is not the ideal combination for

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recruitment so if your campaign setup right now is using reach or awareness campaigns with

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a link to an external site so that the candidate can finish applying i will tell you right now you're

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probably losing leads you're probably losing some money and that's not the best bank for your

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buck so i highly recommend that the type of campaign that you use is lead ads with really short forms and that leads

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me to my next point and it's automation with great volume comes great responsibility you need to follow up

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with your leads within five minutes um some harvard studies that were done in

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2018 say that 30 minutes is the absolute maximum time that a lead will

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wait before going cold so before never replying to your messages ever again so

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you need to connect and and of course in our case i highly recommend talk push which is a crm that is completely

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designed for recruitment and for pre-screening so you need to connect the crm so that everyone who fills out one

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of your forms is instantly contacted via email or whatsapp or a message or

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something so that they know how to complete your pre-screening and how to complete um

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the next steps in the process of course you will need automated workflows to sort through all of that volume to make

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sure that you're able to isolate the best leads to understand which leads are

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qualified in real time and to be able to shortlist the best candidates

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why is this important for budget because at the end of the day and we'll see it you know in a little bit uh later in the

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presentation at the end of the day you should be optimizing for hires so a lot of um clients sometimes when

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they're just getting started with social media what they care about is the number of leads that they have

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but that's not the most important metric the most important metric is how many hires are actually coming from your

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budget that you're spending on social media and in order to do that you need to have a system

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that can tell you you know that can track the lead from when they applied until they are hired

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or rejected or never responded so that you actually know that you're getting

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the most bang for your buck when it comes to your ads and that you're optimizing correctly okay

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okay i am going to answer a question is it true that a lead out on facebook

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becomes a dark ad this is the second time this was asked today

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um actually i don't know this it seems to be that there is a facebook update

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that may be causing this but i'm actually not sure we're gonna have to investigate this

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um does anyone know in the audience if anyone has a clue about whether lead ads

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on facebook are becoming dark ads now type it out in the chat i would be super

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interested to know i'm going to answer another live question is there a way to direct

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candidates in talkbush landing page if they apply via lead ad without connecting the lead ad in the campaign

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is there a way to direct candidates and talk push to the top push landing page if they apply via lead ad

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um yes you can have a candidate apply through a lead at first and then if you

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want to take that candidate to through another process for example for another set of questions once you have the lead

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you can definitely do that every talk push landing page every campaign has a landing page so you can send anyone to

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one specific campaign whenever you want as the need arises okay so yes it's

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possible i highly recommend that you contact your csm with this question because they can lead you and advise you

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on the best way to get the result that you want and to direct the candidates in the way that you want but yes that is

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possible with topwish um i'm gonna answer one last question for

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this slide are lead ads accessible by those using free facebook

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well lead ads are paid ads so you will need to invest money in order to be able

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to do lead ads um i hope that answers your question so

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facebook you will use for free you can have lots of organic content on facebook and i highly recommend that your organic

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content follows the same guidelines that i just gave you for your ads

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but in order to have lead ads you will need to of course invest some money in your ad

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account okay i'm gonna continue with the next part

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candidate experience is really important when it comes to your budget um if you if your candidate experience

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is not optimized and you have lots of actress steps and a very difficult process to get through you

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will lose qualified leads and that translates to losing money

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time is money so you need to make sure that your candidate experience is streamlined and optimized so that

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candidates can really quickly go from the top of your recruitment funnel and get pushed as

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fast as possible down the funnel towards hiring so

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here is an example that you can see how lead ads work and why they are so good when we see the ad right on facebook um

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right here i would click on apply now then i will have a native form pop up that i will fill out with my personal

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details [Music] sometimes they will already be

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pre-filled by facebook and then i will send that and what will happen is that

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talk bush or your preferred crm will send a message to this person and say hey thanks for your interest here are

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the next steps for completing your application in this case we're showing here our very friendly

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recruitment chatbot that can be either a messenger on whatsapp viber telegram we have instagram we have

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lots of options but um that's what a streamlined candidate experience is

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my recommendation is avoid making candidates create

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accounts in order to apply so if you send them to another external website and on that website they need to create

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an account i pretty much i'm pretty much 90 sure

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that you will lose that lead and you will lose the money that it took you to get that lead on facebook so

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one way that you can make the most of your budget is to make the recruitment

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process as easy as possible and with as less steps as you can for the candidate

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because then these candidates will be more likely to turn into hires and that will mean that your recruitment budget

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and your source and budget is going to work better for you

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so now i've given you a few tips on how you can set up recruitment ads you know what are the things that make ads good

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that will you know let you avoid some of the common pitfalls but how do you know if those

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ads are working how do you how do you go on on your you know your ads manager or how

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do you ask your marketing team what's going on with those leads how do you ask for results how do you evaluate

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so i'm going to give you first like the basic rookie level and then i'm going to give you the advanced and my

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recommendation for analysis okay usually we'll start with cost per lead that is

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um pretty much you will go to meta and meta is going to tell you this is how much uh your leads are costing okay

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and then you will also go to the result rates so you will see how many times or you know what

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percentage of people that saw this ad actually took the action that you wanted in the case of lead ads it will be how

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you know what percentage of the people that saw that ad actually filled out the form

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if you see that these are very expensive for example if your cost per lead is really expensive and you

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don't know why and your result rate is really low and you don't know why

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you can do two things first you can take a look at the quality of your creative

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if the quality of your creative doesn't follow the rules that i mentioned and um and you know and also it's not

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targeted it's very generic it doesn't speak to your audience directly in any way then maybe that's it

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or you can go to the to another metric that you will find on meta which is the frequency the frequency basically means

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how many times a say one same person saw your ad so if your frequency is over two

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that means that a person has been seeing this ad many times um

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in that case i would recommend refreshing your creative if your creative is good but you're cost arising

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refresh your creative make sure you have several different designs going around at one time

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so that um [Music] so that they see you know more variety more messages differences and they don't

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get tired of your ads because that's what makes your cost per lead rise

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but now i'm going to tell you the real truth okay what you actually need to be measuring

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is your cost per qualified lead and your cost per higher that's what you really

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need to know um how do you do this well you

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take the cost that you've been you know your budget what did you spend on social media and then you need to understand

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okay how many qualified leads came from this ad and how many hires did i actually source

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from this specific ad that is what you need to know for analyzing campaign performance

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not um not just cost per liter result rate and one way that you can do this is

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simply to go to talkbush and the in the sourcing tab you'll be able to see where

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all your leads are coming from you can also filter by your lead ad id so if you

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have a lead at id you already know you know the campaign id you can go search for those leads on

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facebook and track them throughout the sorry on talk bush and track them throughout their um

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cycle to see which ones were qualified which ones were employed etc so

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those are the actual metrics that you should be following now let's talk about common mistakes to avoid

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common pitfalls that i don't want you to to fall into

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one second just taking a look at the comments okay um

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first off images that look too generic that look very very very stuck image

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um avoid them avoid it's okay to use stock images make sure that the

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um that the image that you use of the person looks like the target audience that you're targeting so for example if

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you're hiring an apac and most of your candidates are going to be asian maybe

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you know don't use blonde people with blue eyes use people who look like the

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the candidates that you're targeting make sure that they can relate and don't make them too generic don't

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use the most generic stock images that you can't and the most generic um design

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try to innovate a little bit and be creative make sure that it doesn't contain more than 30 of the image and text

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that is commonly flagged on facebook and restricted and also it's going to

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your audience is not going to get the actual message um another common mistake is not

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highlighting benefits and the minimum requirements of the job you will want to make sure that um and you may be asking

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well if we can't add so much text then where are we going to say this you can use several elements of the of

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the ad i recommend that in the headline of the lead ad you use a benefit or a

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requirement a minimum requirement and um and make sure that in the copy use you

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can use the copy you know like the caption of the of the ad you can use videos if you use videos then you can

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have several like slides of text that um that give your candidate more

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information and actually videos do very well right now the algorithm i highly recommend if you can use video content

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use it reels stories all of that will do really well so it will give you more bang for your buck

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probably to use more videos than than images but it's good to have a mix

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using the same image for all platforms and not having vertical mobile friendly content

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when you set up your ad facebook will allow you or meta will allow you to use one square

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image for everything but that's not going to help you get the best result you need to have vertical

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images as well that so the same design have it on vertical make sure that all of your ads have a vertical and a square

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option so that meta can optimize for different devices and here we just have

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a quick example of a good ad a good creative and a bad

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creative okay a good creative has it is attractive so it's something that will call my attention right away

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if i'm looking for a job we are hiring is going to call my attention because for example for this one a

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bachelor's degree is required and advanced english is required then i will need to highlight this non-negotiable

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requirement so that people can self filter if i don't have a bachelor's degree then there's no point in me

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applying that means that the people who actually apply will be more qualified and your leads will be more qualified and remember that the

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cost per qualified lead is more important than the cost per leave itself and i'm highlighting a very nice benefit

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right here um that the image is open it has lots of negative space the colors are bright and

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it's just it gives me a feeling of harmony and it's good to look at whereas here we have a java developer ad which

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has the job requirements the job responsibilities a lot of instructions

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all of the client this is something that the the candidate doesn't need to know right away so there will be a place and

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time of course for them to know all of this but it's not on the creative of the ad itself

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another thing is insufficient targeting or targeting beyond your minimum requirements so if you require a

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bachelor's degree for example it's good for you to use that in your targeting when you're creating an audience make

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sure that you can target for your minimum requirements so if you're looking for example for chinese speakers

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then you can target people who use facebook in chinese that is a simple tip that you can use in your targeting um

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make sure that you target by language by experience so you can use job titles for example to target people who have had

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experience by education etc but if your minimum requirements are for

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not sure what this question is referring to but if you know you can have several ad

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accounts under one business manager so if you have one business manager you can

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have for example one ad account for company a one ad account for company b and one ad account for company c

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um or for example one ad account for cda of company

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of the company and then another ad account for another city and another account for another city that is

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possible on facebook you can have several ad accounts for under the the same business manager

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so i hope that answer your question and if not um you can

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um maybe clarify what you meant oh you said reach out to us send us an

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email and we will answer your question of course thank you thank you so much mila that was awesome that was

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incredible and um i think it's time for carla who is a customer success manager

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to give us a small demo about what top push can do for you so now you have so many candidates that you want to manage

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how can top push help you implement process and help you get the best results from your assessing efforts

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hey guys good evening uh hi everyone so yes nikki mentioned my name is carla and

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i'm one of the customer success managers in blockbush and for the remaining minutes of this webinar i would like to

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show you what push do so what are the services that we are offering and how do we help our clients

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um and the client basically currently have right now so just to give you a little bit of a background puff push is

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a recruitment automation platform and we help our clients or different businesses in improving their uh recruitment

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process so there are actually three things that we help them um and the first one is we

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build uh we help them build their talent pipelines so in top post or we actually

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have a capability or talk which has a capability to connect to different sourcing channels so that we can

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um extract all of the leads that are coming from your channels and just use one tool

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um in generating the leads so tacos will be your talent pipeline and aside from that

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we also help out the businesses automate the mundane tasks so as we all know uh

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in recruitment there are a lot of representative tasks that we're doing so that includes sourcing extracting leads

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but one thing that they have in common would be these clients these companies are hiring

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involved so usually they have like a thousand to five thousand hires that they need to fill fill in every single

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month so that's it and as i have also mentioned earlier the

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first thing that we are helping out our clients with is to build the talent pose i have also shared earlier that we are

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uh connecting to different sourcing channels so that we can extract all of those leads

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together and these are just some of the platforms that we can connect with so

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basically the first thing that we have our majority or where the majority of our leads are coming from would be the

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social media so we can connect with facebook instagram tech talk and even different job boards such as linkedin

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indeed jobs seat here in the philippines which is the most popular uh one of the most popular job for display in the

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philippines monster nokri for india speak for australia so we have the capability to connect

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um or integrate purpose for those channels and on top of that i would just like to

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share that focus is on only channel sourcing as well we're in we capture those feeds from different sourcing

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channels but we kind of standardize their process to make sure that the applicant experience is seamless and

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easy for them and aside from that we also offer a

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branded ai assistant whether it's on your messenger account or your facebook

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page or on whatsapp that uh will help you um answer questions inquiries that

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you're getting from candidates and even uh get applications 24 7 even if you're

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not online so just to share with you guys the usual

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journey that that candidate goes through um if you are going to follow the traditional the traditional one so if

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you can notice there are a lot of processes in place like from sourcing to application to screening assessment

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scheduling interviewing selection and onboarding and the whole process if you're going to follow the traditional

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path will usually take a client or a company to to hire one person in 30 days but with

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blockpush we can actually eliminate a lot of those processes into one so from like five to eight processes or steps we

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our analytics page as long as we are using the correct source categorizations

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so that's it those are the things or important things that you have to know about top push but if you would love to

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know more about it especially if you're uh not one of our clients yet so you can

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always reach out to us uh you can always visit our website send us a message as well on our facebook page and someone

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from our team should be able to reach to reach out to you also nikki posted a link on our chat box just in case you

43:27

would like to do a demo or see more about top push the different features that we still have that we're not able to show here so

43:34

uh visit that link and we'll see you guys next time um carla before we go i think someone

43:41

has a question for you and the question is is there a top push up base that would enable us copy a

43:47

campaign set of questions to another one and [Music]

43:52

copy the more settings of a campaign to another one oh okay great question so yeah there is

44:00

actually a feature like that um but it's not how the but it's not similar to how the

44:07

auto copy autoflow configuration works so in pubmed you can already save the questions as templates so that whenever

44:14

you're going to use it on another campaign you can just choose from the list of questions that you have already

44:19

saved inside the tool but another thing that you guys can do

44:24

actually is for example if you have to create a new campaign with the same set of questions than the previous ones that

44:30

you've already created you can just duplicate that specific campaign so that it will copy all of the questions so

44:38

those are the two things on how you can copy the campaign set of questions

46:24

the new lead that you have uploaded um it's also worth checking if the

46:29

duplicate management um system is turned on across all of the accounts so or on

46:35

the company setting which means that uh regardless if we have activated the duplicate management checker or the

46:41

pulling period within the campaign is six months if the duplicate management system on the company level is turned on

46:47

then definitely whatever happens is the system won't uh accept that specific application but yeah for this user

46:54

please reach out to your account manager and then we'll help you resolve this issue and provide you update as well

47:00

as to what happened all right guys thank you so much thank you so much to me thank you carla for a

47:07

very this webinar was really wonderful and i thank you for your support and thank you for your presentation so guys

47:13

like this happening every month um we have our events calendar on our website so just navigate to that section of the

47:20

website and you see all our upcoming events happening for the rest of the year so thank you again for joining us

47:26

and we will see you next time bye everyone

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