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Anchor Trust Recruitment Chatbot I N N OVAT I O N CA S E S T U DY

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HOW FAST WE MOVED:

The Anchor Jobs Chatbot reduced application costs by 68% The average cost per applicant for our recruitment campaigns driving to a website / traditional application form was £51.47. The chatbot reduced that cost to £16.16.

✓ Improving candidate quality ✓ Increasing job applications ✓ Removing the barriers to apply


THE BRIEF: Anchor is England’s largest not-forprofit provider of care and housing for older people; we currently face two major problems. Firstly, the average care worker is aged 45. Secondly, misconceptions about working in the care sector have led to it being perceived as an unappealing career.

Challenge accepted.


2.9m PEOPLE REACHED

£4.55 C O S T/ 1 0 0 0 A D S S E R V E D

23% C O N V E R S I O N R AT E

172% A P P L I CAT I O N R AT E


Through our direct digital recruitment strategy, we can serve a series of a series of highly targeted campaigns across Facebook & Instagram. Implementing a hyper-local PPC strategy enabled us to serve ads exclusively to candidates within a 4-mile radius of an Anchor Trust care home, dramatically reducing wasted spend. Over the year, we served over 10.7million ads online. However, we noticed a pattern emerging during the recruitment follow-up process, as many applicants failed to engage with our inhouse recruitment team.

A CROSSCHANNEL SEARCH & SOCIAL CAMPAIGN APPROACH


Cannot apply without a CV High bounce rate from mobile Limited automation of tasks

Busy lifestyles meant that candidates were often unable to respond to emails/phone calls and tended to avoid completing application forms. We also realised many highly-skilled candidates were unable to craft CVs which accurately reflected their experience and capabilities. We needed to efficiently engage candidates, avoiding email back- and-forth and awkwardly-timed phone calls. Enter the Anchor Chatbot. Using new technology on Facebook, we built a bespoke candidate experience tool to automate one-on-one conversations - a first of its kind in recruitment history.


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Facebook Messenger Users

The Anchor Chatbot originally launched on Facebook Messenger - with its growing number of monthly users, it’s fast becoming the customer services platform of choice for many brands.

Our ‘natural language’ responses ensured that we retained a personal feel, while including images/gifs throughout the conversation to keep candidates engaged. We integrated real-time calculations of distance/ commuting time to our care homes by indexing the national postcode database and using data from the NUTS statistical regions of the United Kingdom in combination with Google data.


In a few minutes, our chatbot can search for available jobs, pre-screen and arrange an interview. • Establish which role the candidate is interested in • Whether the location is commutable • Whether the candidate has the required experience • Capture multiple data points i.e. email and postcode • Book the candidate in for an interview


WHAT THEY SAID:

Ality have made a huge contribution to our success online. They fully understand the intricacies of PPC and Social Media and have enabled us to take a far more integrated, omnichannel approach to our recruitment marketing campaigns. We now engage new audiences in innovative ways and

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continue to reduce our cost per hire.

Chris Wray / Head of Recruitment Anchor Trust


INDUSTRY AWARDS

WINNER: I N N OVAT I O N 2 01 8

"The Judges thought this was a very well thought out and clever method to improve the candidate experience. Providing accessibility, convenience and ease to the candidate.�

WINNER: BEST AD CAMPAIGN 201 6 BEST USE OF SOCIAL 2016


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Ality - Case Study - Anchor Chatbot  
Ality - Case Study - Anchor Chatbot  
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