How to Automate your Recruitment Lead Generation with Twitter Lead Cards (In 4 Easy Steps!)

by Gabi Barbosa

Recruitment can be hard, expensive and time-consuming, especially for startups with small teams (like ours). We're marketers, not really recruiters, so last month, when we were on the lookout for a senior developer to join our team, we decided to do it Driftrock-style and take it to Twitter. We were also using Workable, a cool tool that allows you to manage your recruitment process and track the progress of each candidate really easily.

Have you ever considered using Twitter to look for new hires? Think about it:

  • Users are ready and willing to engage with you
  • There’s a massive pool of people (Twitter has 255 million monthly active users)
  • Tweets are likely to be less intrusive than other forms of communication
  • Twitter’s interest, keyword and geographical targeting allow you to be quite precise in your approach

Obviously it won’t work well for all companies or roles (your talent pool might not be active on Twitter, for example), but it definitely seems like a good way to generate leads without spending too much.

Setting up the Twitter campaign

For the Twitter campaign, I used Twitter lead cards, which allowed interested candidates to easily share their contact details with us. In order to follow up with the leads quickly, I linked the lead cards to our free Lead Response tool. This way, every time someone submitted a lead card, they would immediately receive an automated short and sweet email from us with a link to the role description, asking them to send us their CV. That CV would then be manually uploaded to Workable (by me).

I was a bit worried that this process was going to take up a lot of my time, however, after doing some digging in Workable, I found a great little feature: the job mailbox.

The job mailbox is a unique e-mail address linked to a specific job position; anything you send to that address is automatically uploaded into the workflow. Here’s how you can find it:

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When you are on the page for the position, click on 'Configure' (top right) and 'Edit position'.

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Once you're on the configuration page, click on 'Share', and you will find the job mailbox address at the bottom of the menu.

After finding the job mailbox address, my initial plan was to have the candidates send their CV to me, and I would send it to Workable. However, I soon realised that if I integrated all of this with Lead Response, I wouldn’t have to do any of it!

And now...magic!

Setting up Lead Response is very easy (click here to see how to do it). When you create an automated email, you can set the “Reply to” email address to whatever you want.
I figured that if I set the “Reply to” email to the job mailbox address, interested candidates could reply to the auto e-mail with an attached CV and send it straight to Workable, bypassing our inbox and saving me a ton of time!

What does this mean? Automated recruitment lead generation - hassle-free and not costly (unless you want it to be)! Plus, with Twitter's keyword and interest targeting, you can easily narrow down your search if you want to.

Sounds too complicated? It’s actually super easy!

Here's how to do it (if you already use Workable or another tool that has the same feature): 1. Find your job mailbox address for the position.
2. Set up your Lead Response email with the job mailbox address in the 'Reply to' - see how to do it.
3. Create your lead cards on Twitter, adding the link provided by Lead Response as the Destination URL.
4. Start your Twitter campaign!

In case you’re curious, here’s how our tweets and automated email looked like:
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TL;DR? We found a way to automate our recruitment lead generation using with Twitter lead cards, our Lead Response tool and using Workable, saving us time and money.

To find out more about how Lead Response works and how to set it up, read this post. Don't forget that Lead Response is free!

If you have any questions, drop me a line at gabriela [at] driftrock [dot] com.