We learnt the hard way.
It was a hard-to-fill home-based role; over 15 competitors were ‘always hiring’ & offering up to 20% better salaries.
The passive candidates came in for under $2 per qualified lead.
70% were basically qualified.
33% said they were interested in going for it.
But none applied.
All the above metrics sunk into irrelevance: 0 applications meant we couldn’t even calculate a CPA.
What went wrong, & how can you avoid it?
We asked for CVs which our ‘candidates’ did not have.
Because they weren’t candidates.
If we consider that 80% of people aren’t looking for a job, we wanted 80% to go away & create a CV for our benefit: to create a nice document to be skim-read & judged.
It didn’t happen.
Social media scrollers simply won't convert to candidates as efficiently through CV applications. Think about what you are asking: to stop scrolling, lug themselves into a professional state, & to compose an articulate piece of writing for your role.
It's asking too much, too soon.
Here are some alternatives to requesting CVs, ranked in order of ROI from Applichat’s clients.
1: Messenger chatbot slow play: information exchange in 24 hour windows.
One: basic info
Two: more company info in exchange for candidate info
Three: candidate invited to formally ‘apply’ & book an interview.
2: Messenger chatbot fast play: quick pre-qualification then link to the application form. It saved time for people who weren’t suitable. However we requested applications 5 minutes after people become aware of the company.
3: Mobile-optimised application form. 99% of Facebook’s ad revenue comes from mobile clicks. Only 7% who click job ads actually apply. Let’s combine the 2 stats: if almost all your ad clicks come from mobile you need to make it as easy as possible for mobile users to apply, and raise that from 7%.
In this case a staged application is best.
- Step 1 : Submit email, phone, info. Lead ads are great for this.
- Step 2 : Receive automated SMS linking to another application form.
- Step 3 : If approved receive another text inviting to book an interview or screening phone call.
4: Careers site: widely-used, similar UX problems to CV: often-times have to create an account, non-optimised web pages, clunky experience, often asking for a CV at the end.
5: CV. See above.