Chatbot recruitment campaign

Billa

Creative & production Social media Linkbuilding Performance

Chatbot Bill with a unique personality and high conversion rate

5,88%

Thanks to this conversion rate, chatbot became the second most converting channel after search campaigns

35%

We exceeded the planned number of leads by 35%.

Challenge

How to create an attractive recruitment campaign

When planning a nationwide recruitment/brand campaign with our client BILLA, we were given the task of coming up with an interactive tool for social media, which would communicate employee benefits and at the same time filter the right candidates from the less relevant ones.

The goal was to answer the most frequently asked questions and direct those really interested job seekers to the right landing page and subsequently to the interview.

So, we had to come up with something informative and at the same time interactive enough to capture the fleeting attention of social media users. That's why we chose a chatbot and named it Bill after the client (BILLA).

But we took a slightly different approach than usual.

How to

Why should your chatbot have a personality

Chatbots were hot stuff a few years ago, and since then, almost every brand tried to build one of their own. Their usage ranges from answering the most common questions to passing on important information or even selling goods. But they often suffer from one problem - sounding far too robotic.

Nothing deters a person from a conversation like a generic answer. In essence, a chatbot is supposed to imitate interpersonal communication, i.e. respond naturally and consistently. As a result, the user should stay in the conversation long enough for the chatbot to lead him to the desired action.

That's why we defined a whole persona and tone-of-voice for Bill and implemented it into the communication tree. Therefore, he conveys the vital information, but at the same time utters light-hearted remarks and jokes just like a normal, friendly person would. In short, he has his own personality.

After evaluating the campaign, it turned out to be the right choice.

Services for client

Impact

Converting with conversation

5,88% Thanks to this conversion rate, chatbot became the second most converting channel after search campaigns

35% We exceeded the planned number of leads by 35%.

Thousands of people engaged with Bill in a conversation on Facebook with interest in working in BILLA supermarkets. The results show they were impressed, amused and guided in the right way. Bill's conversion rate was 5.88 %, making it the second most conversion communications channel after search advertising.

Given that search advertising is one of the most powerful channels available, this is an excellent result for the (largely still experimental) chatbot format. The price for one lead was at a similar level as the other channels.

Thanks to Bill, we succeeded in communicating a lot of benefits in an entertaining way and directed users to relevant regional hiring websites. Thanks to that, we achieved a low CPA of 216 CZK (roughly 8 EUR).