HubSpot, Snapchat, and How to Not Be So Boring With Your Recruiting
Over the years, applying for a job has evolved from a strictly paper-based process to a completely digital one. Just because we’re all avid Internet users now, and have probably become comfortable with the idea of applying to jobs online, that doesn’t mean employers should stop innovating and making the process better.
Let’s consider another medium of communication and information gathering that’s become increasingly prevalent over the last ten years—to the point where it’s irreplaceable and engrained in our daily habits—social media.
If companies are recruiting on the web by asking job seekers to express interest in their vacant positions—uploading a resume, typing the required information—why not integrate other methods of digital communication we have with that same request? Your candidates are online (almost always, with the exception of a few “old-fashioned” industries), which means there is a strong possibility they’re also crawling your social media accounts, probably while at their current job no less.
Our internet-savvy friends over at HubSpot decided to take their recruiting strategy to the next level by integrating the job application process into everyone’s favorite, newish social media app—Snapchat. After all, what’s more fun (and easy) than sending silly selfies and video snippets to your network to update them on your life? HubSpot tapped into Snapchat’s huge user base that they’ve acquired over the last several years, and created a specific account for their business.
How Does It Work?
HubSpot is an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers. It’s a company of nearly 800 employees, based in Cambridge, MA. As of July 20, job seekers can officially apply for a job at HubSpot (limited to Support Engineers positions only as of now) via the Snapchat app.
Candidates are instructed to “teach us something in 60 seconds or less” by uploading a series of short video clips and sending them through the chat feature. This effort is in lieu of submitting a resume and cover letter, and filling out what could be a lengthy job application online. If the candidate’s videos stands out and impresses the HubSpot recruiters, they’ll move forward in the hiring process and send a notification about scheduling an initial phone interview. Yep, it’s that easy (and fun!). See the steps they outlined below.
So what’s the case for trying something different and “out-of-the-box” like this? First and foremost, it will attract highly sought after Millennial candidates that spend on average, 5.4 hours per day on social media apps. It will also attract those candidates that might not stand out on paper, but can certainly impress a recruiter with a face-to-face interaction or display of creativity.
Techniques like this also won’t hurt your employer brand. If you want to be seen as an innovative, technologically aware social company, and you’re not active on social channels like Snapchat, you’re missing an enormous opportunity. Before accepting a job offer, or even applying and interviewing for a job, candidates will be sure to research your company online. This means looking for Facebook, Twitter, Instagram, YouTube, and Snapchat channels that express your company’s brand.
Most companies are always hoping to expand their reach among the candidate pool, and one of the best ways to do this is to offer a unique experience. Think about it—is a 25 year old wannabe-support-engineer more likely to tell his friends about the outdated, time-consuming application he just filled out using a dinosaur applicant tracking system, or the awesome, creative video application he just submitted on HubSpot’s Snapchat channel? My bet is on the latter.
The moral of the story here isn’t to create a Snapchat profile for your company (although it’s certainly not a bad idea). It’s not necessarily the right medium for every recruiting team, or every company. Gather your talent acquisition team and spend some time really thinking about what you want to learn about the candidates that are applying to your open positions, and determine how you can pull that information out of them in an interesting and interactive way. The options are endless. And hey, if you do something really cool you might even get featured on the Jibe blog…
Like the topic of employer branding? Us too! Check out our new 2016 Employer Branding Handbook. It shares 7 employer branding strategies you should be employing right now.