In a report last year, Hireology found that Facebook job leads required 16 applicants for every successful hire — better than Google and text messaging, free and paid job boards and targeted ads. The company said that data came from dealerships that pasted the web link to a Hireology job listing directly on their Facebook business pages. Going forward, that process will be automated, with the job listing appearing on the dealership's Facebook page, on the Jobs on Facebook and Marketplace pages and in the main News Feed, according to Hireology and Facebook.
The company reported a cost to dealerships of $14 per applicant and $220 per hire for job leads sourced on Facebook. An employee referral remains the most effective lead source, Hireology said, requiring just four applicants before a successful candidate is hired. Referrals have the lowest cost per hire, at $21, according to the study.
For Hireology, the move comes as dealership customers have asked for more technology, including a mobile app, which the company plans to launch this summer. It will be available at no added cost on both Apple's iOS and Google's Android operating systems.
"Increasingly, job applicants, just like car buyers, expect to communicate with dealers through their phone," Robinson said. "It needs to be consumer-oriented and really easy to do."
Dealerships filled nearly 50,000 jobs through Hireology in 2019, Robinson said. He predicted that will grow to close to 80,000 this year.