In today's recruiting era, we are all fishing from the same pond. As an employer, you therefore need to stand out among your competitors. You want to be the most attractive option. And that is where recruitment lead generation can help you!
The popularity of recruitment lead generation is on the rise. Find out why below.
1. You lower the barrier to contact
Making candidates jump through hoops can cost you conversions. Make it as easy as possible for visitors to contact you. Because before you know it, they are already distracted and on to the next website.
Remove barriers: such as filling in long questionnaires, having your CV sent, requiring a motivation at an early stage or even creating an account before you can apply. Make the first contact moment as low-threshold as possible, thereby increasing the chance that someone will actually take steps to get in touch with you.
For example by answering questions via a WhatsApp pop-up, removing the barrier to call. Or a form where they can leave their details directly. This requires little effort from the visitor and feels low-threshold. You can also organise a webinar or viewing day, giving potential candidates a low-threshold way to experience what it is like to work for your company. This will put you in touch with your potential candidate sooner. Which offers an excellent opportunity to provide extra information about your company or vacancy.
A study by LinkedIn (2022) shows that as many as 69% of candidates are more likely to apply if they have obtained more information beforehand.
2. You increase the conversion rate on your website
Visitors to your website? Fantastic! After all, they show interest in you as an employer. But do they take no further action and thus immediately disappear back into anonymity? Missed opportunity.
So you don't just want exploratory visitors, you want them to take action. Research shows that companies with a strong lead generation strategy have a conversion rate of 25% on average. That is incredibly high compared to companies that do without. They are only at a ratio of 5%. (Forrester, 2021).
When visitors come to your website, they show interest in your company and vacancy. But when they then have to contact you via difficult forms, they may give up. A low-threshold contact moment increases the chance that the visitor will get in touch.
With a strong lead generation strategy, you target potential candidates who have already shown interest in your company or vacancy. By showing targeted content precisely to that group, you can even increase your conversion rate by 72%! (Hubspot, 2021).
3. You increase your talent pool
Through lead generation, you can bring many more candidates out of anonymity. This allows you to expand your talent pool with warm contacts. Where visitors used to leave your website 'never to be seen again', you can now start a conversation with them.
By putting conversation before conversion, you actually get to know the candidates and keep the contact warm. When a (different) relevant vacancy comes up, you can immediately draw from your own talent pool. With a warm contact, you also further increase the chances that the candidate is interested. A Deloitte study shows that having such a large talent pool can even lead to 2.3 times faster recruitment.
Companies that actively engage in lead generation have a talent pool as much as 25% larger than those that do not. (Aberdeen Group, 2020). A big head start then!
4. You learn what candidates care about
Conversation over conversion. We can't say it often enough. In today's recruitment market, it is important to get to know your candidates. Build warm contacts.
As a recruiter, it is therefore important to engage with candidates. Learn what they really find important. Ask questions about their interests, goals and what they find essential to see in an employer.
This information about what candidates find important is incredibly valuable to include in your recruitment strategy. When you know what the needs of your candidates are, you can further personalise the candidate journey and increase the chances of someone applying. And you strengthen your employer brand: by knowing exactly what your candidate is looking for and adapting to the needs of your target group.
By better understanding what your target group cares about, this leads to higher candidate satisfaction and a lower churn rate. (Indeed, 2022).
5. You build a strong employer brand
As briefly touched upon above: knowing your target group helps to strengthen your employer brand. By knowing exactly what your target group is looking for, where their needs lie and what really matters to them: you can position yourself as the most attractive employer for them.
Of course, it is important here that you deliver what you promise, and that your culture really does match the needs of your candidates. But by having this in focus, you can attract exactly the candidates who fit your corporate culture and vacancy.
Having a strong employer brand and showing that you are proactively looking for talent can lead to 50% lower recruitment costs and 28% higher employee retention, according to a study by Glassdoor (2021).
Why you want to start recruitment lead generation as soon as possible
So using recruitment lead generation has many benefits in your recruitment process. By lowering the threshold for visitors to contact you and attracting the right visitors to your website, you will get in touch with the right candidates sooner. This way, you expand your talent pool with warm contacts, of whom you know exactly what they are looking for. And because you know this, you can seamlessly match your vacancies and employer brand to the needs of your target group. So that the candidates in your talent pool are an excellent match for you, convert faster and stay with you longer.
