Background

Recruitment sourcing in the BPO industry is as crucial as business sourcing and winning the best BPO recruits requires application speed and ease. Teleperformance Philippines (TP) can do this online – with a huge pool of potential hires generated at a faster pace. With no long lines and waiting time from offline walk-in interviews, there should also be lower applicant fallout online. But despite generating the highest volume of leads in 2019, online recruitment only produced 10% of TP’s total hires. Online is definitely the solution to TP’s hiring concerns – from time to cost efficiencies – but how can we ensure better quality leads, on top of driving a high volume of candidates? Entering 2020, TP had three goals: improve online application-to-hire success rate, eliminate all on-ground recruitment events, and make Online Recruitment the third highest sourcing channel, after Referrals (40.95%) and Business Partners (25.82%).

Describe the strategy

Filipino jobseekers and recruiters can all agree that the job application process can be a test of patience. To win BPO recruits before competitors could, TP needed to be fast – quickly capturing interest with an application experience jobseekers wouldn’t want to miss trying out, quickly verifying applicant data the moment they’re captured, quickly conducting interviews on the spot, and quickly securing the best available candidates faster than competitors can even hit them with their ads. We created TPin3 – The Recruitment Time Portal that maximizes the little time applicants are willing to give, and multiplies the time that TP can give BIG TIME! TPin3 ensures better quality leads with a fast but extensive and seamless leads-to-interview process, removes the need for expensive offline job fairs and lengthy one-on-one applicant interviews, and simply lets recruiters focus on securing the best candidates – giving Teleperformance the ultimate edge in online recruitment.

Describe the execution

TPin3 is the Philippines’ first fully automated time-saving, voice-powered video interview platform that enables job applicants to apply in 3 quick steps: (1) Fill out info; (2) Verify with SMS code; (3) Video Interview with just 3 1-minute Q&As! Recruiters process applicants in 3 quick steps too: (1) Watch 3-minute interviews; (2) Rate if passed / failed / retake interview; (3) Comment – optional. Built as a smart CRM recruitment platform, TPin3 uses the power of time-sensitive data to significantly lower fallout, with real-time follow-through every step of the applicant journey. Functional, contextual and categorical / industry-based ads were launched on Facebook with a minimal monthly media budget – PHP150,000 / USD3,125 – equivalent to the cost of just four to five traditional sourcing hires. Ads were optimized with Traffic and Conversion (i.e., Leads, Completed Registrations) objectives, targeting Custom Audiences based on interactions with TP, location, industry, and lookalike profiles.

List the results

Launched in perfect timing just as the coronavirus pandemic hit, Teleperformance was instantly ready to pivot recruitment sourcing online and help address the Philippines’ sudden unemployment peak. TPin3 made 3 BIG SAVES: (1) SAVING TIME with 7X faster recruitment, speeding up application-to-hire process from two weeks to two days; (2) SAVING FUNDS with 99.93% lower cost per hire (TPin3 - PHP19.75 / USD0.41 vs. Traditional Recruitment - PHP33,000 / USD687.50) and potential annual savings of PHP19.79B / USD412.3M; and (3) SAVING EMPLOYMENT with a total of 294,394 YTD Registered Online Applicants, 34,977 Completed Automated Interviews, 45.93% passing rate – 3x applications-to-hires conversion vs.15% in 2019. Online hires contribution increased from 10% to 17.42% from TPin3 alone, achieving TP’s objective of making Online the third highest sourcing channel. TPin3 is the Truly-Pioneering Time Portal and Target-Peaking Thrifty Portal that defies the laws of hiring time and costs to see recruitment skyrocket!