WORLD'S FIRST SMART 1QUESTION INTERVIEW BOT

TitleWORLD'S FIRST SMART 1QUESTION INTERVIEW BOT
BrandTELEPERFORMANCE PHILIPPINES
Product / ServiceTELEPERFORMANCE
CategoryE10. Emerging Platforms
EntrantSVEN Quezon City, THE PHILIPPINES
Idea Creation SVEN Quezon City, THE PHILIPPINES
Media Placement SVEN Quezon City, THE PHILIPPINES
Production SVEN Quezon City, THE PHILIPPINES

Credits

Name Company Position
Arvi Villacin SVEN Executive Digital Director
Raizelle So SVEN Executive Creative & Strategy Director
Francis Tan SVEN Sr. Digital Experience Manager
Marla Lua SVEN Sr. Technical Services Manager
Marius Lumapas SVEN Web Development Lead
Aileen Coyukiat SVEN Strategic Management Director
Anna Felipe SVEN Head of Content
Miko Portes SVEN Jr. Content Strategist
Rizza Palomares SVEN Associate Creative Director
Camille San Vicente SVEN Art Director
Janna Decena SVEN Associate Art Director
Ivana Seprado SVEN Visual Creative
Justine Tan SVEN Sr. Brand Strategist
Lorenzo Rojas SVEN Sr. Account Manager
Althea Mateo SVEN Concept Strategist
Janela Poblete SVEN Brand & Organization Experience Manager
Dianne Rubio SVEN Jr. Visual Creative
Christian Brotonel SVEN Sr. Video Creative

Background

Teleperformance (TP) is a key BPO player in the Philippines, with 19 offices and over 40,000 employees nationwide. Having a massive workforce and an equally massive demand for new hires, TP’s recruitment costs are at an all-time high at over PHP318M in 2018. Offline, recruitment agencies – TP's top recruitment channel at 32.58% total hire contribution – charge a high premium per hire. Online, TP is currently unable to respond in a timely manner to applicant submissions and messages, leading to hiring opportunity losses. These circumstances show a clear need for a more cost-efficient recruitment channel that streamlines costs and optimizes speed and volume.

Describe the creative idea

INTRODUCING 1Q TPbot: THE WORLD'S FIRST SMART 1QUESTION JOB INTERVIEW BOT Combining gamification and AI, we launched a smart and streamlined social+mobile recruitment bot on Messenger. With the call center industry’s workforce highly dependent on English proficiency, the 1Q TPbot tests your English IQ with 1 question, making applicant prescreening possible in just seconds. THE FAST & EASY NEW AGE SOCIAL RECRUITMENT EXPERIENCE: 1. Target audience served with gamified/challenge content on Facebook 2. Users are led to Messenger and asked to verify mobile number 3. They answer a 1-question English test via our AI-inspired applicant prescreening 4. Users who answer correctly get express pass to live interview 5. Successful applicants get hired within the same day of express interview No long waits, no ignored applications, no seenzones, and no more high costs. The bonus? 1Q TPbot is hosted by the cutest interviewer on the social block – Terry the Tarsier!

Describe the strategy

FACEBOOK AS A COST-EFFICIENT RECRUITMENT SOURCE Facebook registers TP’s lowest cost per hire at USD49 vs. recruitment agency fee per hire at USD635. Yet it’s an underutilized channel contributing only 6% of TP’s 2018 total hires – merely 0.005% of the 20M potential hires on the platform (targeting parameters: 21-60yo, college graduates, English as primary language). By utilizing Facebook mobile where the Filipino social user spends an average of 4.2 hours daily, TP can reach a massive market at lower costs, hitting potential hires directly and cutting agency referral fees. 1Q TPBOT AS THE KEY TO CONVERTING FACEBOOK USERS FROM POTENTIAL TO ACTUAL HIRES Launching a shorter application experience that's jumpstarted by our 1Question job interview bot eliminated the very things jobseekers dread the most – no replies, long waits, long processing time – and even made applying at TP more interesting and refreshing vs. the typical tiring job hunt.

Describe the execution

Launched in April 2019, 1Q TPbot was organically pushed on Facebook for the entire month of April using different kinds of social posts to assess the market's response to the new recruitment channel. In May 17-24, 2019, we had our first media run, with a very minimal ad spend of USD385 on Facebook. We ran two different social ads that led Filipino social users to the 1Q TPbot on Messenger: 1. Gamified post that showed a glimpse of the challenge that awaited on the 1Q TPbot 2. Carousel that featured the different job opportunities at TP and communicated that they can land an interview by simply answering 1 question correctly on Messenger. After the first run, the 1Q TPbot has been pushed organically with no imperative need for media boosting given the significant volume of applicants it continues to generate.

List the results

On its 2-month initial run with minimal one-week media spend of USD385, the 1Q TPbot significantly exceeded targets: • 737% MORE LEADS vs. target • 94% LOWER COST PER LEAD (74% higher vs. target) • 88% LOWER COST PER HIRE ON FACEBOOK (73% higher vs. target) • 99.05% LOWER COST PER HIRE VS. RECRUITMENT AGENCIES (top recruitment channel) • POTENTIAL ANNUAL RECRUITMENT SAVINGS OF AS MUCH AS USD3.77M The new recruitment platform revolutionized the job hunt process for both Filipinos and TP: EASIER JOB HUNTING FOR FILIPINO JOBSEEKERS • Short and simple • Cool, fun and easy • Apply anywhere, anytime online via mobile • No long lines • No long waits (from 2.5 weeks processing time to just 5-6 hours) FASTER JOB HIRING FOR TELEPERFORMANCE PH • Verified online leads • Smart applicant prescreening in seconds • Automated scheduled interviews • Instant applicant database • Cost efficient recruitment

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