No less than 88% of people in the current job market are not actively or latently looking for work. A huge number therefore. A good way to engage your (passive) target group is a targeted recruitment marketing strategy. What such a recruitment marketing strategy consists of, we would like to tell you in our new blog!
Create your unique story
To bring your organisation as an employer to the attention of this large group of inactive or latent jobseekers, it is important to be present on the channels where your target groups are. The goal is to steal your potential candidates away from your competitors. At the right time, with the right intensity and with the unique story of your mission and values. This way, the candidate becomes increasingly familiar with your organisation and its Employer Brand, an important part of a good recruitment marketing strategy. Ask yourself why candidates should consider you as an employer and show what the unique aspects of your organisation are. What would you tell them if it were a face-to-face interview? This is the only way to give a real insight into your organisation!
Candidate Journey
When a potential candidate sees your content for the first time, it does not mean that they want to apply immediately. In fact, between the first contact moment (touchpoint) and an actual application, there are sometimes 20 or more (!) touchpoints. This journey, the candidate journey, is therefore different for each candidate. Enough reason to add several layers of depth to your content. For example, when a blog with a link to the website is posted on LinkedIn, it is important that your target group also lands on a page with in-depth information. This reinforces relevance and is therefore essential for a recruitment marketing strategy. The amount of touchpoints a candidate has had with personalised content determines the candidate's application readiness.
Create insights
It is also important to take a substantive look at the results of your online efforts. Here you not only look at conversion, but also, for instance, at how long people spend on the website, whether the efforts lead to an increase in website traffic and whether there is an increase in repeat traffic. Candidates who apply of their own accord, after a longer orientation process, interactions with multiple forms of content, the career page and the EVP (Employer Value Proposition) usually have a higher intrinsic motivation to join your organisation. The result? They tend to stay with your organisation longer and deliver better work.
Lower thresholds in the application process
The last step in the candidate journey is the step to the final job application. To speed up this process, you can use new possibilities to give candidates the chance to first ask questions that are important to them. With a chat function, for example, you give candidates the opportunity to get in touch with your organisation in an accessible way. This gives you the opportunity to enter into dialogue with candidates. Handy, because if you talk to a candidate prior to the full application procedure, you can more easily discover whether there is a cultural fit. A mismatch in personality and/or ambitions of a candidate and an organisation often results in a short employment contract or an application process that takes up a lot of time for both sides.
All these tips & tricks contribute to reaching your (passive) target group. Wondering how to put this into practice? We would be happy to help you get started! Contact us .
