Idea: What if nobody would receive the same assignment but every one of them would have their own unique and unusual one? That´s why we created James Bot, virtual HR agent, whose mission was to answer via Facebook Messenger to anyone interested in job positions in Zaraguza and to generate creative assignments for every one of them.

Solution: James Bot is bot with own “intelligence”. Even in agency, we don't know what will he ask candidates to do: he sent briefs for: hairy guitars, animal deodorant, fluffy condom, jumping roof, curly whisky...and thousands more. His activation is simple - he will reply on any message on Facebook Messenger that includes words like: “job”, “brief” or “task” and create personal brief for the candidate.

The speciality about the Facebook Messenger bots is they're created using Facebook's Wit.ai Bot Engine, which can turn natural language into structured data. Bots cannot only parse and understand conversational language, they can also learn from it. Bot can get "smarter" with each interaction. It is a type of artificial intelligence. Natural language interface is common in most chatbots but by opening up the Messenger Platform and providing developer tools like the bot engine, Facebook has made building an intelligent bot easier.

Our HR department hero, thanks to his own logic, is creating a unique brief for each candidate. “Flying buldozer”, “hairy guitar”, “fluffy condom” are only examples of created assignments. Candidate has 7 days after receiving crazy brief to complete the task and send it.

Timeline:July, 2017

Placement:We have shared info about our new Facebook Messenger bot only through 1 Facebook post.

Scale:One Facebook post on a agency´s timeline.

Reach:

Our Facebook page of Zaraguza agency has previously got 14 800 likes, however, after the campaign we organically reached 25 000 people from our target group!

Engagement:

Besides tons of comments, likes and shares, we received in first 4 days hundreds of messages and James FB Bot created 370 unique briefs for candidates, in country where Association of Advertising Agencies has only 11 members. :)

Sales:

Beside sending hundreds of creative assignements, we hired 5 talented people to all opened positions, just in few weeks after campaign! It is a really great result for agency with 20 employees in such a small country!

Achievement against business targets:

We have created a effective selfpromo campaign. Using first HR Facebook bot - James Bot we reached 25 000 people organic, sent more then 370 assignments, hire 5 people and earned a lot of attention in local marketing magazines

We gathered completed tasks from candidates in PDF format, which they sent directly to James Bot by Facebook message, including word DONE.

All other informations about organic reach, new likes and other data we got from Facebook Insights.

We cannot forget about James Botos datas (number of generated task or completed tasks) from Exponea - company which helped Zaraguza build and code James Boto.

Our goal was to focus the campaign on a potential clients and also on talented candidates.

Platform: Young people don’t use e-mails, or job portals to find a job. They are looking for job offers through social media platforms, especially Facebook. That’s why we chose this channel as our main and only platform.

We have published only one piece of content - Facebook status with photo of James Bot encouraging people to write a direct message, so agency can send them unique creativeway.

Situation: Advertising agencies receive a lot of messages via Facebook messages with questions about free job positions or requests for creative assignments. But how to test the abilities of all applicants in creative way and find the real talent?

Brief: Find a creative way for hiring new colleagues and show Zaraguza as a creative advertising leader.

Objectives: Our main objective was to hire a talented young people but also to create awareness about innovative way of hiring.