The Use Case by RecruitingDaily
RecruitingDaily discusses with guests how practitioners make the business case or the use case for purchasing their technology. Each episode is designed to inspire new ways and ideas to make your business better.
The Use Case by RecruitingDaily
Storytelling About Boostpoint With Sam Beiler
Ready to supercharge your recruitment efforts? Discover how to attract passive job seekers with the power of social media advertising in our compelling conversation with Sam Beiler, the co-founder and CEO of Boostpoint. Sam gives us a tour of Boostpoint's evolution, from a social media advertising tool to a light CRM and text messaging platform. We also delve into their recently launched generative AI tool, a game-changer for creating engaging content at scale.
We're also lifting the lid on the strategies Boostpoint uses to reel in passive job seekers on popular social media platforms. Sam walks us through the key metrics, visibility, and content needed to drive recruitment marketing success, offering a unique insight into the platforms that provide the best ROI. Plus, we're giving you a sneak peek into budgeting strategies for social media ads, simplifying the process with Boostpoint's historical data. This episode is a must-listen for anyone looking to take their employer branding efforts to the next level.
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Welcome to Recruiting Daily's Use Case Podcast, a show dedicated to the storytelling that happens or should happen when practitioners purchase technology. Each episode is designed to inspire new ways and ideas to make your business better as we speak with the brightest minds in recruitment and HR tech. That's what we do. Here's your host, William Tincup.
Speaker 2:This is William Tincup and you're listening to the Use Case Podcast. Today we have Sam on from Boost Point and we'll be learning about the business case, the cost-benefit analysis, roi, all of these things the use case for why, as prospects and customers use Boost Point, sam, would you do us a favor and introduce both yourself and Boost Point?
Speaker 3:Absolutely, william. Yeah, we'd love to Really. First of all, I appreciate the invitation to the podcast. We're looking forward to our conversation here. Yeah, a little bit of intro. My name is Sam Beiler. I'm the co-founder and CEO of Boost Point. Boost Point is a software solution for recruitment teams TI teams. Our platform helps organizations attract passive candidates to their open roles, specifically through social media advertising. Think about how do I get 73% of the potential candidates out? There are categorized as passive job seekers. That means they're not actively searching for a job on Indeed and ZipRecruiter and other online job boards. The big question is how do we target those 73% of workers that are categorized as passive job seekers? What we've found is social media channels like Facebook, instagram, tiktok. Those are the most cost-effective ways to attract that passive job seeker candidate.
Speaker 2:Do folks categorize you in the recruitment marketing, employer branding, prior to the ATS. You're finding talent and then at one point that talent then converts into an application or something and then that goes into the ATS. I'm assuming people probably throw you as a CRM or recruitment marketing. How do they categorize? Just shut up. How do they categorize you?
Speaker 3:Recruitment marketing solution is most typical, again, looking at us as a source to fill the top of funnel of the candidate pool, our platform. Since launching several years ago, we've evolved our platform a lot. What we went to market with was specifically just a social media advertising tool. Since then, we've evolved that into a light CRM, a candidate database. We also have a text messaging platform where you can automatically engage with the candidates through SMS campaigns. That's coming in to make it a lot more efficient, for we're all about building the best candidate experience. That's what we're really about.
Speaker 3:Someone sees an ad on Facebook for a local job opportunity. They click the ad right within. Through our platform. There's this quick apply experience right within the Facebook, tiktok or Instagram platform, so you're not sending them to another page and would have to create an account to fill out a full application and upload their resume, because if you force them to do that, they're going to get too distracted and they won't complete your application. We're collecting their data and then, right after they apply, about a minute or two later, they get a text message as if it were coming from one of the recruiters, saying hey, tom, thanks so much for applying for OpenPosition. Let's jump on a call to connect what part of that next stage of the applicant journey is. That's what our tool has evolved into right now.
Speaker 3:Again staying in the vein of a recruitment marketing tool. One thing we actually just released this product and it's in the Alpha stage currently. This is where we're recording this here in June. We released this in May of 2023. It is a generative AI tool for recruitment teams, helping them build engaging content at scale. One thing that we've seen, being deeply involved in talking to TA teams and the recruitment teams of Fortune 5000 companies the ability to create engaging recruitment marketing content for, maybe, social media, organic posts, linkedin posts or LinkedIn DMs, even engaging job ads, converting just job requirements and job into engaging job ads for Indeed and their careers pages and stuff like that. We've launched a generative AI tool where instantly, you can create all that content by just uploading a job title and a brief description of the job.
Speaker 2:So what I love about programmatic advertising at least in the ad tech world, but also in our limited little world over here in TA is it helps practitioners understand you've got to drive with media, you've got to drive a candidate flow and what the folks out there that do programmatic they basically are solving to where, how much and where. So you want to drive 20,000 candidates, okay, cool. So how much of that media do we need to buy and where do we need to place that media? I love that about programmatic and I only bring that up in a sense of do your customers have any idea how to put budget, associate that with a job or traffic, like front, like I said, front of funnel? Do they do? You got a calculator? Do you have a way to teach them as to how much money they should put towards something?
Speaker 3:Yeah, that's a great question and we have a lot of historical data within our platform as far as because a lot of that is driven by, like, the job type, the potential audience size, and you're trying to fill a software engineer position versus a frontline worker for hospitality your metrics are going to look very differently based on the type of position you're trying to hire and in what industry, and then even in what area. Yeah, that can make it a big challenge for TA leaders to know how to appropriately budget advertising for their employer brand efforts, and so we have a lot of historical data that can help educate what a budget should look like when you're trying to build. What should my social media ads spend be in a particular year or quarter? So often, to answer your question briefly we're often helping build that spend strategy with our customers.
Speaker 2:It's a recovering marketer. I would say the. The idea of marketing is you throw stuff against the wall to see what works. You put on a lab code and you just test, test, as oh, we did work in tick tock. Okay, let's try. Facebook did work at Facebook. Okay, let's try this. So do you? How do you? I know that because I ran an ad agency for 10 years. But most of the people you're interacting with might not have that life experience. So how do you convey that? Hey, we're going to try campaigns and you know what some of them are going to do really well and some of them are going to shit the bed. That's just that's life. That's just what. That's what campaigns do. So how do you? It's an emotional conversation. How do you get people over that hump?
Speaker 3:Yeah, great question. It really comes down to, first of all, going into the conversation with the right approach. All right, what's the objective here? And for a lot of our customers, it's we need to expand our reach to a more diverse Audience. We need to expand from just candidates coming from our career site and, indeed, or some of the big online job Wards, right, and so that's usually step one. It's like all right, let's accomplish that, and then the layer down is like all right, we actually need to. For this to be valuable, this needs to produce qualified candidates for open positions as well, and that's like the layer deeper, with our metrics and then again, being a software solution and all the data that we've Collected over the years really helps drive a more educated approach when we're building Campaigns and so we've been you would have build a really solid framework that Enables a lot higher of a hit rate you might call it with successful campaigns versus unsuccessful campaigns.
Speaker 3:Well, you're not with a blank screen.
Speaker 3:We're not starting with a bank stream, a lot of Customers we work with. They may have previously worked with more of a generic ad agency that's done a lot of customer acquisition and maybe employer branding, but make sure of those and they work with a dozen different advertising platforms, all programmatic or Google ads, facebook ads, tic-tac ads and like they. It's hard to be where we really dialed in. Hey, we're gonna be experts specifically for social media and right now those platforms are Tic-Tac and Facebook and Instagram or the platforms that were currently integrated with, because that's where you get the best results and when you look at, you didn't mention.
Speaker 2:You didn't mention LinkedIn or Twitter. I'm not necessarily surprised by either of those, by the way, but because the other ones are a little bit more visual, especially if you use Instagram reels. You could you Tic-Tac, obviously. Facebook, you can do video. I guess you could do video in Twitter and LinkedIn, but you didn't mention us did. Was that just because you didn't want to mention every social platform, or did? Was that purposeful?
Speaker 3:We're not integrated with those right now and that's been on purpose. I'm not saying that we'll never get integrate with those platforms but again, the particular problem that we're solving for organizations is high volume hiring.
Speaker 2:Right where, so where the audience is where the audience is and right now the.
Speaker 3:We've tested all these platforms and where we see the best ROI. Even tick-tock like that's fairly new for us. We just launched that initiative about six months ago. That one happened a lot quicker than I actually personally anticipated. Tic-tac's always been our radar from the beginning and we tested it here and there and the ROI just wasn't there. So we weren't pushing that on our customers. But as soon as we saw that tip, the scale for the types of customers we're working with and the positions that they're trying to fill we integrated with that platform and now we're very active on that platform. So, yeah, we're very strategic on the platforms that we integrate with Because we want to be experts there versus you're trying to be generalists.
Speaker 2:Yeah, all things to all people. Yeah, it's what I like about that. And then, as the audience change, if they move from tick-tock to something else, then you move with them wherever they're. Wherever they go, you want to be an expert in basically reaching them where they are. I love that. Let me ask you some buy side Questions. When you, on the occasion that you get to show people boost point, you get to demo it, what's your or their favorite part of the demo?
Speaker 3:It's, it's really the candidate experience. And when you realize that from start to finish and you know that that's usually the big white-bold moment if I'm Demoing our platform because realizing that, hey, you're capturing these people, your best employees, they're spending hours per day on Facebook, instagram or TikTok, like these are the platforms that they're spending their time on. Collectively it's about three hours per day. An average, the average person, average user on these platforms, a combination of hours per day on these platforms. So they spend a lot of time here. And when you get to see, oh, this is my brand, specifically targeting the best potential candidate for my position, before they're searching for me on Indeed, before they come across my career site and I'm capturing them before that, and then seeing just how easy it is, all right, they see that ad, they click on it, they get a text message and now you have a conversation with your next best employee.
Speaker 2:I love that. I love that and I can see the analytics also being really kind of addicting for them to understand what's working, what's not working, et cetera. Questions that prospects should be asking you as a kind of a remote or recruit marketing, play specifically in social media marketing and driving candidate flow, that front end of the funnel. What are the questions that buy questions when we want to teach practitioners? What are the what are great questions they say should be asking software firms. So if you could script it, what questions would you love to be asked?
Speaker 3:One of the first things I know this is maybe a bit more of like on the boring side, but it matters so much is what visibility do you do I have on the metrics, like the hiring metrics, because coming into this space and a lot of the companies I talk to, they're given some of again. There's value here but in my opinion, a lot of times just like vanity metrics. Like I understand the thing that's most important to TA teams is you need hires Applicants that turn into hires.
Speaker 2:It doesn't matter how many people commented on that post. Those are valuable.
Speaker 3:We're building our employer brands, we want people to be aware of our organization and we want them to see our content on these platforms, but when it really comes down to it, our? Has this solution been proven to supply high quality candidate flow? Like that's a big part of it. And then also, what's the strategy for? One of the one of the things that's hardest to get right up on it this way on social media advertising in relation to recruitment marketing is the content.
Speaker 3:I always call that the X factor of social media advertising. You have your audience, you have your platform, you have your conversion method. All these things are important, but what will give you the 10 X factor in a campaign is your creatives. The interesting thing, like with social media, is you need a photo, or a video is the cornerstone piece of your ad versus, indeed, zip Recruit or online job boards. You're working with text, and so having very engaging photos and videos that are being leveraged for the campaign are extremely important and, again, that's one of the things that we pride ourselves in is like, all right, that's what we have a ton of experience around. Is like all right, what is going to engage with a particular audience, what types of visuals and what are the headlines?
Speaker 3:The a lot of social media ads supporting recruitment. It's almost like a copy and paste of the job description, which isn't going to work on platforms like Tik Tok or Facebook. So those things really matter when it comes to actually being successful. So those are the questions that I'd really dig into is hey, what's your strategy around creatives and what's the visibility into the results that I'll receive on a regular basis?
Speaker 2:So success stories without brand names? We don't need to know that type of stuff. But just you know, maybe we're, someone was skeptical at first or reluctant at first, maybe didn't believe in social media, maybe you didn't believe their audience was there or candidates were there. And walk us through some of those.
Speaker 3:Yeah, the first one that comes to mind was one of the biggest auto resellers and retailers in the US.
Speaker 3:They were in the thick of it especially I think this was maybe early 2022 mechanics was their hardest to fill position and they were really skeptical going into it. They were just like we just don't think mechanics are on Facebook, instagram and TikTok. That was the perception. But yet they were really struggling with candidate flow because, indeed, was drying up becoming more and more expensive for them to leverage and they just didn't see the candidate flow.
Speaker 3:They saw a lot of repeat candidate flow and repeated applicants on some of those more traditional job boards and we launched things with them and instantly like they just had a flood of candidates new candidates too. They said that was their biggest surprise is seeing the increase in candidate flow and it not being a big duplicate of their existing candidates. This was a separate candidate pool than what they were getting from Indeed, so that was a big lift for them was we've tapped in this whole new gold mine because that's even other solutions like Zip Recruiter, indeed, some of those other more traditional job boards is you get a lot of duplication. People are on Indeed and then they'll jump to Zip Recruiter and just apply and you're getting a lot.
Speaker 3:you're paying double for the same candidate often, and what they saw leveraging social media through our platform, it was this whole new candidate pool that they could tap into.
Speaker 2:So they were one of the midterm candidates. Nelson done and thank you for the time.
Speaker 3:Absolutely. Thanks so much for the invitation.
Speaker 2:William Really enjoyed our time here 100% and thanks for listening, until next time.
Speaker 1:You've been listening to recruiting dailies use case podcast. Be sure to subscribe on your favorite platform and hit us up at recruiting dailycom.
