Hard Rock Cafe are opening a new venue in Florence. The challenge in opening a new venue for anyone is always finding the right staff, and Hard RockFlorence requires 150 staff at all levels. For the previous openings, they’ve followed a traditional media route using newspapers,billboards in the city,job boards, the whole range. It’s a challenge to reach the right people which previously required a shotgun approach.
I’ve been spending a lot of time at Hard Rock recently, not just becauseI love the “Legendary Burgers”, (though I do). I’ve been talking social-media , as well as career sites and social-recruiting. There’s one requirement anyone working for Hard Rock must have, and that is that they must like rock and roll. It stands to reason really, theres music playing everywhere all day, every day. If you didn’t like it much, you’d quit the job very soon.
Just before #trulondon,I travelled to Prague and spent the day discussing fanpages and my 31 day content Calender with the heads of marketing from all the cafe’s across Europe. The main topic was content that would create engagement with the fans, inform the existing customers, attract a few new ones among other things,and recruit staff in the process.
My friend Paul Jacobs in New Zealand, who is a real Facebook expert, goes by the title of Community DJ. I really like the term because it sums up for me what the person who runs a fanpage should be.In the background,creating the vibe,keeping the fans happy and encouraging,sometimes prompting the fans to generate the majority of the content. I titled the talk community dj, and spent 4 hours in conversation about what this means.
Jump forward a few weeks to the Florence recruiting campaign.The plan was quite simple:
Firstly create a HardRock Firenze (Italian for Florence) fan page. Nothing overly corporate other than the logo.The rest looks pretty much like any other fan-page and that was the intention.The only place to apply for any of the Florence posts is via the fanpage.There has been no additional spend on other advertising.
A quick search of Facebook ads found 1,900 profiles that listed Rock and Roll in interests,located within 50km of Florence, with relevent experience to the roles needed. This meant Facebook ads could be targeted at individuals that matched the profile,announcing the opening and directing them to a welcome page that has been built simply in Pagemodo at very low-cost. The page is headed:”For those about to rock we recruit you,” and has 5 images of 2 Hard Rocks and 3 staff members. Visitors to the page are invited to either “Perform for a packed house” and apply for a job via the “Work For Us” tab on the main page or “Connect With Us” for updates.
The campaign will run for 2 weeks only, with the emphasis on ease of application.Candidates can apply via the career site linked by the Work For Us tab,via the app itself completing a simple registration and adding a CV, by e-mail to a careers account with a C.V. in Italian or English, even by leaving a video on the wall. There’s no ATS, and at the end of the 2 week period a team of hiring managers from Florence and London will go through each of the applications and invite the successful candidates in for interview. A plan is in place to send resources and vouchers to unsuccessful candidates with those being called in for interview booking time slots on-line, taking out the lengthy logistical nightmare of coordinating multiple applications. News of the roles have been further spread by the share button on the Work4 app (from Work4labs) that sits behind the “work for us” tab,with extensive sharing by fans.
The results so far have been astounding. The page has now been public for 4 days with over 6,100 fans signing up and over 2000 job applications being received via the “Work For Us” tab.
What is equally good to see is the high level of public engagement going on via the page,covering everything from questions on the jobs, the application process, difficulties they are having with the tech, a whole range of things.
The costs are significantly lower than previous campaigns. the page and app cost about £200 to set up,with the only significant costs being the Facebook ads,paid by click-through.
It’s early days of course, and the proof will be in the hiring, but looking at the numbers and a selection of fans profiles, I’d expect to report a real success story when Florence opens for business. Hats off to Hard Rock for taking this approach, and to all the staff involved in creating and maintaining such a simple, effective and engaged campaign.
We salute you!