An innovative recruitment strategy
Since June, they have jettisoned the traditional way of recruiting with job ads and CVs at 's Heeren Loo. Pamela de Man, recruitment specialist at 's Heeren Loo, explains: "In this labour market with so few active jobseekers, it is not smart to continuously hit people over the head with vacancies. This is mainly thought from the employer's needs. At 's Heeren Loo, we wanted to turn this around. Now we think entirely from the candidate and his/her wishes and ambitions in work. That way you go in blank and open from both sides and together we can discover whether there is a suitable job for you at 's Heeren Loo."
Her colleague Deborah Hempenius, communications advisor HR and labour market communication, adds: "In addition, our target group does not sit much behind a computer. They are at the bedside or in the group and see our content pass by quickly. A CV is not at hand then, let alone a motivation letter. Thanks to our new recruitment method, those documents are no longer the first impression. For many candidates, this has a huge impact on their threshold."
They have only been recruiting this way at 's Heeren Loo for a few months, but are already seeing great benefits from their innovative approach. In her role as recruitment specialist, Pamela frequently speaks to candidates: "Candidates really like the fact that they can easily contact us and that we really make a substantive match. We notice that this is appreciated!"
"Another advantage is that you enlarge the pond you are fishing from," Deborah points out. "Because you don't recruit from a specific vacancy, but mainly on intrinsic motivation and talents, you also appeal to target groups outside healthcare. We enthuse people who are currently working in other sectors or positions for a job in healthcare and that increases the chance of recruitment success for us."
National exposure using recruitment marketing tech
's Heeren Loo is a market leader in disability care, yet the name 's Heeren Loo is not widely known. Having worked as a supervisor herself early in her career, Pamela explains that a care location often has regional familiarity under the location name. That this care location falls under 's Heeren Loo, not many people know. But to recruit 2,500 people a year, a national reputation as an employer is very important. That is why 's Heeren Loo is focusing on this, using recruitment marketing software.
"With MrWork Brands, we run central and ongoing campaigns for our visibility as an employer. It is the basis of our labour market communication and the campaign is broad-based. With this, we make people enthusiastic about 's Heeren Loo as an employer and it becomes easier for our recruiters to bring in new employees."
Pamela de Man, recruitment specialist at 's Heeren Loo
Pamela adds: "We have long been aware that the group of active jobseekers is getting smaller and smaller. We started working with MrWork in 2021 to reach latent jobseekers in particular. Latent jobseekers need quite a few touchpoints before they are willing to come and talk and you can't set up all those touchpoints manually. It's very nice that MrWork 's recruitment marketing software does some of this for us. The great thing about the tooling is that we can promote our own house style, images and vision without it taking a lot of time. We can see from the number of contacts resulting from the campaign that this is a good way to get in front of this target group. Through the MrWork recruitment marketing software, we are telling the world that we are here."
An ongoing, nationwide employer branding campaign is step 1 in 's Heeren Loo's recruitment process. In addition, regional recruiters can request additional campaign efforts, for example for a specific target group or if they want to generate registrations for an event. For example, Deborah and Pamela's teams use MrWork Jobs to raise regional awareness of a walk-in day or coffee event.
Software and sparring partner in one
's Heeren Loo is not only about the software MrWork offers, but at least as much about the recruitment marketing expertise you get with it.
Our customer success manager Robin is a real sparring partner and expert in the field of recruitment marketing. She thinks along and advises us on the next steps we want to take. I find it very valuable to get outside advice. After all, Robin has several clients and can benchmark much better. We ourselves don't see how we perform compared to other organisations, so Robin also provides us with a kind of frame of reference."
Deborah Hempenius, communications advisor HR and labour market communication at 's Heeren Loo
For Pamela, the MrWork software is especially important in hitting people. "Through social media we can communicate the diversity of 's Heeren Loo and appeal to people in a personal way, making them feel that they want to continue their career with us. Especially in touching people, the MrWork software plays an important role, as the tooling makes this easy for us. The software provides the method to make contact and we ourselves always remain the source of the contact. You actually get a kind of blueprint that you can adapt to suit your own organisation," says Pamela.
On to the next steps
"Now that we have switched to our new recruitment method, we also want to immediately reassess our entire labour market communication strategy. We will draw up the Employee Value Proposition (EVP) in response to the results from the employer survey and we also want to translate those results into innovative content. In addition, we want to work ahead with content creation, so that we always have something ready with which we can respond quickly to ad hoc requests from the regions," says Deborah.
Pamela adds: "We do indeed need to re-examine our content. We are going to look at the effectiveness of everything we do. Are we doing those things because they produce good results? Or because we've been doing it that way for a long time? Crucial to our recruitment success is in any case continuing to tell our message, in collaboration with communications. That is and will remain the starting point from which we will build further."
