How Nan Fung Property Management recruits across 80+ properties with WhatsApp automation

Nan Fung Property Management (NFPM), guided by their Vision "We Improve the Quality of Life," is a premier property management company in Hong Kong providing comprehensive services for luxury residences, Grade A commercial buildings, shopping malls, and industrial buildings. NFPM partnered with SleekFlow to modernize its recruitment process through digital transformation to pursue excellence and continued growth.

Challenges

Nan Fung Property Management's expansion to over 80 properties brought exciting growth opportunities and recruitment challenges, particularly for frontline positions. Individual property managers relied on traditional recruitment channels, such as word-of-mouth referrals, newspaper advertising, and job postings in social media groups. However, these methods were not enough to meet the increasing demand for talent.

The scattered approach limited management's visibility into recruitment effectiveness across properties. Therefore, the leadership envisioned creating a centralized recruitment hub, enabling the company to provide more strategic support in attracting and engaging talent, gain valuable insights into recruitment effectiveness, and optimize hiring strategies across its entire portfolio.

Solutions

1. Creating an easy-to-use WhatsApp-based job application platform

NFPM partnered with SleekFlow to create "Jau5 Ceng2", their first official WhatsApp-based recruitment platform. The solution is based on WhatsApp Business API and features an intuitive chatbot providing real-time job listings across management, technical, security, and cleaning positions. Through menu-driven conversations containing buttons and list messages, candidates are guided seamlessly through location selection and application submission.

The platform's accessibility has proven valuable across different stakeholders. NFPM efficiently promotes positions at job fairs with the help of simple QR code scans. Property managers have embraced the system, finding it convenient to share vacancies through chat links within their networks. Most importantly, the familiar WhatsApp interface has made the application process more approachable for less tech-savvy candidates, removing the barriers often associated with traditional application portals.

2. Automating application assignment to property managers

The WhatsApp Business platform integrates with NFPM's internal systems through API and webhook connections. When candidates submit applications, the system automatically notifies relevant property management teams through Microsoft Teams. This automation ensures timely follow-ups and maintains consistent communication with applicants.

All recruitment data flows into a centralized database, combining information from multiple sources, including WhatsApp applications, job portal submissions, and hiring event registrations, creating a comprehensive view of recruitment activities.

What we love about SleekFlow is how they guided us from idea to launch, helping us create our 'Jau5 Ceng2' platform every step of the way.

Calvin Lee

Director and General Manager of Nan Fung Property Management

3. Analyzing conversation analytics with labels

The IT team implemented a labeling system in SleekFlow to categorize and analyze recruitment data. Applications are tagged based on application status, job types, and locations. This systematic categorization enables the team to create targeted segments and analyze conversation patterns.

For instance, after optimizing the chatbot interface by simplifying options for certain job types, the team observed a significant decrease in drop-off rates. This data-driven approach allows continuous refinement of the recruitment process, ensuring better engagement with potential candidates and improved conversion rates.

Results

The WhatsApp-based recruitment platform achieved a 70% engagement rate with applicants. The automated workflow dramatically improved response efficiency, with property management teams following up on applications in around 24 hours of submission.

SleekFlow has proven to be a reliable recruitment partner - efficiently integrating with our systems while keeping user interactions simple and intuitive.

Calvin Lee

Director and General Manager of Nan Fung Property Management