Hard Rock Cafe Hired 120 People in 30 Days Using Facebook (And You Can Too)
When Hard Rock Cafe wanted to open a new restaurant in Florence, Italy, they had no existing restaurants to draw staff from, which means they were hiring from scratch. Everyone from manager to busboys had to be sourced, interviewed, hired, and trained. Plus, Hard Rock Cafe wanted to make sure they had customers as soon as they opened. Oh, and they needed everyone hired in 30 days. The task sounds pretty impossible.
Work4 CEO and founder Stéphane Le Viet developed a system that takes advantage of a company's already established network. Here's how it works:
1. Social media is a tool, use it. If your brand has 10 times more traffic on your Facebook page than your corporate page, go to where the people are. Work4 allows a company to add a careers section to their Facebook page. Job seekers can see jobs, search for jobs, apply for jobs and see which of their friends already work for that company. (The current employees opt in, so you're not secretly violating your current employees' privacy.)
2. Target your job advertising. When people fill out their profiles on Facebook, Work4 uses that info to target people who are qualified for the jobs you are advertising--by location, interest, job experience and more. Instead of wasting time and money with a blanket campaign, you get the job posting showing up in the news feed of qualified, local applicants. Le Viet explained, "If you're recruiting for java developer, it will only target people with computer science degrees, who live in San Francisco, so only those people will see the jobs. We give recruiters the controls to target in whatever way they want, and it's so much more effective than the big job boards where everyone can see everything.
3. Turns the FB database into a searchable database of profiles. LinkedIn is designed for job hunting, Facebook is not. But, there's no reason not to use it. Work4 leverages the Facebook social graph and user profile data that people post--which includes their education, job titles, companies worked for, and years of experience. Work4 takes advantage of that to turn a group of connections into a huge candidate database.
4. Uses already existing friendships. When you post a new job, Work4 will notify your current employees if they have friends with the right profile. "Our biggest idea," Le Viet explains, "is we want to make referrals that with social media and Facebook in particular. Referrals should be extremely easy. Your friends are already there. If there are jobs at your company that fit your friends profile, we'll let an employee know. You'll receive an email saying "your friend John fits this job profile." If you'd like to share with him, click here."
So, how did this system help Hard Rock Cafe? First they created a page and posted all the open jobs. They ran all the recruiting adds through our platform, and targeted people who were fans of Rock& Roll, and lived in the area. They got 4000 applications in 4 weeks, interviewed 1000 people, and ended up hiring the entire staff of 120 people through Facebook. And the kicker? They gave everyone who applied a coupon for free drink and everyone who got an interview a coupon for a free meal, which meant they had customers in the door as soon as they opened.
Can this work for your business? Granted, it's a lot easier to find people in your area who are fans of Rock and Roll than it is to find people with a specialized skill set. Nevertheless, chances are the people you want to hire are already on Facebook and have already filled their profiles with information that will help you identify them. It's not a bad idea to use available data to find your next star performer.
SUZANNE LUCAS | Columnist
Suzanne Lucas spent 10 years in corporate human resources, where she hired, fired, managed the numbers, and double-checked with the lawyers.