Readers of this blog will be aware of the story of Hard Rock Firenze, and how they hired 120 people, with the whole process taking just 4 weeks end to end. The whole campaign was run entirely in Facebook, making it probably the most succesful recruiting project of its type. We thought it was great, and now it has been honoured with the “Recruiting Award For Excellence In Social Networking Efforts”. The award was collected by the person who deserves the most credit, Alison McCue, the regional training manager for Hard Rock (Europe), who collected the award tonight in Chicago.
I first met Alison when she ran a track on the school of Hard Rocks at #truLondon about a year ago. After talking social at the event, I met a few times with Alison to look at how Hard Rock could integrate social in to their recruiting efforts. We shot some video interviews with the staff in the London flagship store, and looked at the best way to promote what is a great employer brand. Hard Rock and Facebook go hand in hand. The target audience lives there, and the venues lend themselves to individual fan pages.
My view is that the best way to recruit via Facebook is by building pages around the business and adding the opportunity to apply for jobs if they choose to.
For this project, Work4Labs provided the perfect solution, offering both the apply tab that made it simple to post jobs and apply within Facebook, share and like jobs, and all the cool features you would exact, supported by the dynamic interest targeting feature, that selects and automates Facebook advertising by each job.
This combination brought over 1000 fans to the page within 24 hours, and a total of 10,222 fans over 4 weeks, and over 4000 job applications during the 2 weeks of the live recruiting campaign.
From these applications, 700 people were invited to book interview slots via a dedicated Eventbrite site, running the interviews as an event. 600 interviews were booked and confirmed over 3 days, with all conversation and questions taking place on the fan page wall.
600 hopeful candidates attended interviews over 3 days, 20 per hour, resulting in all 120 hires, with a great back up list. The page has since gone from strength to strength, promoting the venue, and now has an active fan base of 37,000 fans, with regular applications for future employment opportunities still coming in.
We had a few sleepless nights, and not everything worked as we hoped, but thats the fun of doing something for the first time. You learn by “test practice”, fix as you go, innovate, and through blood, sweat and tears get to the end result.
The hiring objective was smashed at a fraction of the cost spent on previous campaigns, and ahead of schedule. It’s brilliant that ONREC have chosen to recognise this campaign with the award. The real credit goes to Alison McCue who took the risk, staking such an important campaign on a switch to social, and the Hard Rock team who did all the hard work interviewing. I’m proud that the seeds of the plan came from #truLondon, (it shows why everyone should attend a #tru event!), and for being a part in this story.
I will be sharing this story at #truSA in Johannesburg onthe 9’th November and CapeTown on the 11’th November, as well as the free talent conference TalentWorks2011 in Miami on 16’th November. Hope to see you there, and well done again to Alison and the team!