Together with QuaRijn, MrWork rolled out a successful strategy using Recruitment Marketing Technology. This strategy focuses on bringing the target group into QuaRijn's story. To then create opportunities for low-threshold contact with these potential candidates. And that proved not without success
How do we enthuse people about working in elderly care?
In QuaRijn's story, it was important to emphasise to the target group that working in elderly care at this organisation offers many opportunities. For instance, anyone with the right care diploma can start working directly at QuaRijn. With this advantage, among others, the scarce target group had to be reached as specifically as possible. MrWork 's technology helped QuaRijn target a specific audience within the healthcare sector. But in this strategy, we also focused on strategically rolling out the employer brand using timelines and generating leads via WhatsApp.
Local targeting with the use of technology
MrWork 's innovative technology lends itself perfectly to QuaRijn's entirely new recruitment approach. This allows the organisation to reach its target group better than ever before. The strength of the strategy is that the employer brand can be loaded very locally. Very handy because QuaRijn has several locations within the province of Utrecht. An excellent opportunity to specifically show the many possibilities of working in elder care within this organisation. Work can be done at various locations, both intramurally (at the locations themselves) and extramurally (home care) and there is the possibility to work with different target groups. Besides spreading the employer brand locally, MrWork 's technology also allowed QuaRijn to easily and quickly change and deploy content. The rapid changeover of content, such as short videos, combined with continuous campaigning resulted in a huge increase in qualitative website traffic on the work-at-home website and a clear growth in brand awareness among surrounding residents.
Filling vacancies with quality candidates
The technology also allowed QuaRijn to connect with their target group through new ways. One example is the use of WhatsApp. This gave the target group the opportunity to ask low-threshold questions about working at QuaRijn. A pleasant way for future carers to get acquainted with the organisation, without having to apply directly. This contributed to the increase and quality of applicants for vacancies within dementia care, rehabilitation care and home care, among others.
Result
- Increase in direct traffic: +45%
In addition to traffic generated through MrWork, direct traffic has also increased by +350%. Thanks to ongoing campaigning, we also see that the average session duration on QuaRijn's work-at-home website has increased by +45%. - Loading the employer brand: +14 million
The technology enables the employer brand to be distributed very locally within the province of Utrecht. More than 14 million advertisements were loaded at 200,000 people within the target group. - An increase in the number of hires: 300 hires
Because the target group can come into contact with QuaRijn through new ways, the number of hires has increased significantly. By the year 2021, 300 hires will have started at QuaRijn.
