Recruiting with WhatsApp is on the rise. But what does it actually mean? When does it make sense to use the recruiting channel and what should you pay attention to? In this blog article, Saskia Lewandowski has summarized the most important points and reveals what Umantis Applicant Management customers can benefit from now.
What is WhatsApp Recruiting?
For our partner PitchYou, "WhatsApp Recruiting" means that the application process between job seekers and companies is digitized and automated via the WhatsApp channel.
To do this, applicants click on a "Apply now via WhatsApp" button in the job advertisement or they scan a QR code from a poster or other offline advertising media. Once this is done, they will be redirected to their smartphone's WhatsApp.
There, after agreeing to the privacy policy, the automated interview starts directly with the first questions. The applicants are guided step by step through the questionnaire, they can complete the interview very quickly thanks to predefined answer options and thus communicate their interest in the tendering company without major hurdles.
Why WhatsApp Recruiting?
WhatsApp recruiting offers many advantages. On the one hand, there are the advantages for applicants: They are in a familiar application and can also use the usual functions of WhatsApp for their application. In addition, answering the questions is a lot of fun, because the clear and predetermined answer options make it easy to "tick" your way through the process. In addition, the ability to upload CVs, a selfie, a voice message or a video never feels like a classic job application. There is no need for lengthy logins, online forms or cover letters – the application is simple, direct and fast. Most applicants need about 2.5 minutes for this and reliably provide all the desired information.
On the other hand, WhatsApp also offers many advantages for recruiters: They appreciate the direct line to the applicants, because the automated question and answer interviews allow you to communicate directly at eye level and query all job-relevant aspects. The built-in matching process takes exactly these questions into account and subsequently ranks the applicants in the order of their suitable answers, so that the recruiters no longer need to laboriously re-qualify. The speed with which you can communicate with applicants is another unbeatable argument. This is particularly interesting for the next steps in the candidate journey. According to studies, when the HR department contacts candidates with a specific request via WhatsApp, the average response time is between 5-15 minutes. This can't have an online form or email. And last but not least: WhatsApp is the number 1 messenger with a distribution of over 84% within the German population. But the performance of the channel is also convincing: 87% of all applicants who have started a PitchYou interview also complete it. With an average conversion rate (applications vs. hires) of 15-30% across all our customers, we achieve a very good rate.
Risks of WhatsApp Recruiting
The risks of WhatsApp recruiting are similar to those of other channels: If there are too many steps and too many details, you run the risk of prospects jumping off. Nowadays, they no longer want to answer an infinite number of questions about themselves, but simply and briefly signal their fundamental interest in cooperation. Therefore, companies should refrain from asking too many detailed questions and additional requirements (certificates, cover letter, CV, etc.). The ability to quickly answer predefined questions through our interview chatbot counteracts abandonment.
Another risk that should not be underestimated in WhatsApp recruiting is the use of a "normal" smartphone. Understandably, companies want to provide a quick way to contact applications and therefore simply give out a WhatsApp mobile number. We strongly advise against this.
On the one hand, this is not welcome by WhatsApp, as the normal account is intended exclusively for private use. On the other hand, there are data protection hurdles, because the processing of personal data from job applications is very sensitive. Our partner PitchYou therefore puts itself between the applicants, the companies and WhatsApp. By working with a certified WhatsApp service provider, servers based in Germany and by obtaining the respective privacy policy before each interview, we put the entire application process on a legally secure footing.
Areas of application of WhatsApp Recruiting
Recruiting via WhatsApp is worthwhile wherever there is a constant and recurring need for employees. Many of PitchYou's first clients come from the recruitment, staffing and temporary staffing industries. Especially in the blue collar sector, it has become clear that lengthy application procedures and queries of many documents no longer lead to the goal.
We often hear the assumption that this type of application is particularly popular with younger target groups. We can confirm this, but would like to expand the target group because communication via WhatsApp has now gained a foothold in all age groups and professional groups.
Basically, PitchYou no longer makes a big distinction between younger or older target groups, higher or less qualified job offers and jokingly says that everyone from warehouse workers to dentists has applied with PitchYou. The shortage of skilled workers supports this development: interested parties no longer ask whether they have to apply, but where they would like to apply. If, in their eyes, the application can then be made quickly, easily and directly, this is a big plus for the respective advertising companies.
Umantis x PitchYou & Added Value of the Partnership
PitchYou and Umantis Talent are therefore pleased to announce their joint cooperation in mid-January 2023. Both companies have worked together very intensively in recent months and connected PitchYou to the Umantis Talent Applicant Management System. In the future, customers of Umantis Talent will now be able to easily and conveniently select the application channel via WhatsApp and make it available to their applicants. Recruiters can control PitchYou as an integrated application tool and process all incoming applications centrally via Umantis Talent.
As a result, Umantis Talent's clients position themselves as innovative and technologically advanced companies that gain a good edge over the competition in their quest to achieve the best recruiting results.
Do you have any questions? Please feel free to contact us
Saskia Lewandowski
Saskia Lewandowski is Head of Marketing at PitchYou and is responsible for the company's public image. She is instrumental in ensuring that PitchYou is found in the first step and recognized in the second step, so that the topic of "recruiting via WhatsApp" gains the notoriety it deserves.
