(Internal) Sequences: Auto-sequence upon form submission

Audience

Internal

Displayed Description

Page Type

Article

Product	Sequences
Expert(s)	Shalan Billault-lee (CRM team)
Slack channel
This article was last verified on	05/28/2024

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Summary

Users can now set a sequence to automatically be sent when prospects submit a Gem form. With this feature, we reduce manual follow-up TA teams do on form submissions. In addition, as a prospect submitting a Gem form, I now have an immediate touchpoint with my future employer - the very moment I expressed interest!

This feature builds on another recent feature (+Forms Response Routing), strengthening Gem forms’ automation value prop.

Launch date:

Internal beta: Oct 4 2022
GA launch: ~Oct 10 week

Eligibility

Eligible for all customers upon GA launch.

Why did we build it?

For Gem, investing in Forms automation is opportunistic for the Enterprise market as we sell into customers with high-volume/in-person recruiting needs (e.g. retail, manufacturing, healthcare). These customers capture thousands of potential applicants wherever they can (at events, at retail stores). They then need immediate outreach to happen to these prospects, converting their interest to actually fill hundreds’ of jobs.

Demonstrating to Enterprise prospects that we automate this from start to finish (QR code in store > Gem projects > prospect automatically sequenced), expands our value prop selling into this segment.

This ask has come up with at least 7 Enterprise deals (total >$1.4M ARR) recently:

[closed-won] American Axel - $300K
Cintas - $147K, Abercrombie & Fitch - $75K, TJX - $25K, Altice - $315K
Hanes - $75K, Bath and Body Works - $450K

For end users,

TA teams: reduce current manual process of following up on form submissions
Prospects: receive immediate touchpoint from future employer, at the exact moment of interest

Customer snippets highlighting current pain point (manual workflow, low conversion from interest):

Angela, Recruiter for Manufacturing Plants - describing how she recruited for American Axel at a local state fair, “feeling like she talked to at least 100 people at the booth” but not getting any applications or interest sent her way, feeling frustrated at time wasted (American Axel)
Kelli, Hiring Manager @ Retail Stores - describing how their current process forces her to “literally stand next to the candidate [in](https://app.gong.io/call?id=4729689798224893006&highlights=%5B%7B%22type%22%3A%22SHARE%22%2C%22from%22%3A1095%2C%22to%22%3A1622%7D%5D)[ the store] to help walk them through the application process“ because it’s the only sure way to capture & not lose their interest (Bath and Body Works)

ExampleUse Cases

In-person recruiting events (career fair, community events): QR code at booth > project > auto-sequenced (American Axel, Altice)
Retail high-volume recruiting: QR code in retail stores, dressing rooms, etc > project > auto-sequenced (Bath and Body, Abercrombie & Fitch)
Automated nurture of Talent Communities: existing career site / inbound Gem form submission > Talent community project > auto-sequenced for passive nurture

Competition

Beamery and Phenom People both position automated workflows prominently in their sales & marketing materials today. Few snippets of their product details below:

Beamery:

Automated workflows / “creatinga recipe” - more sophisticated if-then logic built into their product today

Phenom People:

https://www.phenom.com/blog/recruiting-on-auto-pilot

Success Definition

Theme	Description	Current baseline	Target
Auto-sequence feature adoption	We should see users specifying an auto-sequence for their form submissions	• N/A	• X% of active Form logos should have auto-sequence enabled on a Form
Forms usage	Auto-sequencing should make it more enticing to use Forms (easily capture prospect data > outreach)	• 16% all Gem logos have created a Form • 6% have Form submissions	• X pt increase for creation
GTM talk track

Functional Details

How does the product work?

From Forms, users now have an ‘Automation’ setting where they can specify:

Routing to Projects
Auto sequence

We’ve built the sequence selection drop-down in a way that encourage users to select a Sequence with contact method (phone/text/email) that is present in the Form. (i.e. if your Form doesn’t have an ‘email’ field but you’re selecting a Sequence meant to be sent to ‘email’ - it’s discouraged for you during selection)

Here’s a short video @David Z recorded that showcase the functionality!

https://www.dropbox.com/s/m5joxtqtxo5kpjo/Auto-sequence%20demo.mp4?dl=0

Here’s an official gif from Jeremy showing the process from form creation to project routing to auto sequence

FAQ

Q: What questions can be used to route to sequences?

A: For now, only one single-select (either radio-button or dropdown) question can be used.

Q: Can I have project routing and sequence routing in the same form?

A: Yes! They can be different questions as well.

Q: What happens if someone submits a form but they don’t provide the contact information necessary for the sequence?

A: In this case, we will not add the person to the sequence. We do provide a visual warning to the user if they attempt to route a form to a sequence when the form does not collect the required contact information, but we do not prevent the user from setting it.

Note that we recommend making the contact information field required as well. For example, in an email sequence, we recommend the customer making the Email field in the form required.

Q: What is a “suggested sequence” in the sequence dropdown?

A: We surface a sequence as suggested when all the contact information required for the sequence is collected and marked as required in the form.

Summary
Eligibility
Why did we build it?
ExampleUse Cases
Competition
Success Definition
Functional Details
How does the product work?
FAQ