Enexis

Recruitment marketing at full speed: how Enexis wins time and talent with RMA

Energetic recruiting

At Enexis, one of the largest network operators in the Netherlands, everything revolves around energy. With more than 7,000 employees, they grasp the energy transition with both hands. Making the Netherlands more sustainable is what drives them. With such a huge organisation and ambition comes a solid recruitment need: some 800 FTEs have to be recruited every year. From mechanics to product owners and from management assistants to business consultants.

Even though the recruitment team is large and expert, they cannot do it alone in today's labour market. Recruitment marketing is a crucial part of their recruitment strategy. We speak to Niels van Harten and Roelant Vossen - both recruitment marketers at Enexis - about their approach to helping recruiters fill these huge numbers of vacancies.

Roelant says: "We now work with a team of 3 recruitment marketers. In terms of recruitment marketing, we have recently focused on recruiting technicians in operations, such as mechanics, supervisors and engineers, and that has become a well-oiled machine, but you notice that other departments are still somewhat less visible and known to the target group. Whereas this year, we see a big recruitment need for IT specialists and other staff positions, for instance. That is where our challenge for this year lies."

Responding to a changing recruitment need

Enexis had several reasons for switching to MrWork's RMA platform 1.5 years ago. One of them is flexibility. "Together with our MrWork consultants, we drew up a media strategy for this six-month period, but we actually always see that needs change over time. It's very nice that we remain flexible with our campaign deployment. We can always reallocate budgets, switch campaigns on or off or decide not to start a campaign for a vacancy for a while. You can quickly shift and change accents, allowing you to make optimal use of the available budget," says Roelant.

The power of simplicity

"Recruitment is becoming more and more marketing and therefore it is important that recruiters become more marketing aware and can work with it independently. When I was the only recruitment marketer at Enexis, I received so many requests for campaigns that I was forced to use media agencies for them. This coordination between recruiters and agencies took up 80% of my time. With MrWork, we found a solution where recruiters can set up and publish campaigns themselves. That makes a huge difference," Roelant says enthusiastically.

Niels adds: "About 20 recruiters are already working in the MrWork platform. We give everyone a demo and offer tips & tricks when setting up a campaign. The user experience is very nice and many settings are already in place. As a result, recruiters can put a job campaign live within 10 minutes. So it saves a lot of time not only for us, but also for them. Plus, we no longer need external agencies for social media campaigns."

To which Roelant says: "It's that power of simplicity that makes it work so well. It's easy for anyone to launch campaigns through the MrWork software."

More time for the things that really make a difference

This productivity improvement led them to create focus areas within the recruitment marketing team. One is mainly concerned with content creation, the other with coming up with creative concepts. "Recruitment marketing has not been new for a long time. To recruit successfully, it is now mainly about being distinctive. I believe that content makes the difference in this and because we now have a low workload with the execution of campaigns, we can pay much more attention to this," says Roelant.

Niels says: "Especially with the technical target group we want to attract, it is very important to run full funnel campaigns with lots of different content. That content needs to be refreshed regularly, so that over time we get them excited about Enexis as an employer. Without MrWork, setting up all these campaigns and changing content regularly would be very time-consuming."

1,000+ hires, of which 375 in extremely scarce target group

Roelant and Niels are convinced that recruitment marketing efforts made a significant contribution to achieving recruitment goals. Niels says: "In 2024, we hired 398 staff, 107 IT staff and 511 operations staff. Within operations, we have a specific target on the scarcity target group. That was 361 FTE inflow and we achieved 375 hires. We are very proud of exceeding these targets!"

And now on!

Even though Enexis achieved their recruitment goals, that doesn't mean they're going to continue on the same footing. They pick up the pace with extra focus on:

• Always on campaigns - "Thanks to a good understanding of data and MrWork 's advice, we learned what works and what doesn't for us. That's why, for example, we are switching from short-cycle advertising to always on employer branding campaigns," says Roelant.
• Automations in lead follow-up - "We are now using lead generation, but we have noticed that we cannot really do without a good, automated flow for follow-up. We lower the threshold and that is positive, but then you have to make sure that the responses are also followed up quickly. This year, our new colleague Britt is dedicated to this part and will use MrWork 's automation flows to set up the follow-up in a smarter way," says Niels.
• Content creation and A/B testing - "We're going full steam ahead with content creation again, doing A/B tests more often. We actually know that raw content works best for mechanics, but we still don't apply it enough. This year we will dive deeper into the data and continue to optimise with various content and A/B tests," Roelant said.

Do you also want more power in your recruitment? Load up your recruitment strategy with MrWork 's RMA software and attract the right talent faster. Watch our demo videos or plan your personal tour of the MrWork platform.