It is (almost) 2024. The world of recruitment has changed. The traditional way of recruiting is no longer as effective as it used to be. And that requires creativity from recruiters; it is time to tap from a different keg. Lead generation is, with good reason, one of the most important developments in recruitment today. Why is this so? You will find out in this handbook, and more!
In this handbook:
Here you will find everything you need for a future-proof recruitment strategy:
- The importance of lead generation in recruitment
- Lead generation as part of your recruitment strategy
- How to get started with lead generation in recruitment?
- Case studies such as 'Discover how Breman achieves targets with lead generation'.
- The role of technology in recruitment
The importance of lead generation in recruitment
What is lead generation?
Let's start with the basics: what exactly is lead generation? A 'lead' is a person who shows interest in your company, for example by requesting more information. In other words, a potential job applicant in recruitment jargon!
Lead generation in recruitment covers the entire recruitment process, from first contact to finding the perfect match for a position. The ultimate goal? To attract a pool of good candidates so that you make the best choice for that particular vacancy. Now, and also in the future.
One of the most important trends of the moment
Lead generation in recruitment is on the rise. It will continue to be one of the most important trends in 2024. This is because of the challenging market recruiters face: scarcity persists, candidates have their pick of the litter. Competition from other employers is high, recruitment costs are high. And at the same time, conversions are decreasing...
Because on average, only 1% of your website visitors apply. The other 99% remain anonymous while these people might be interested in you as an employer. A shame!
Lead generation as part of your recruitment strategy
...because it pays off! That is exactly why many companies today choose lead generation in their recruitment strategy. With lead generation, you utilise 100% of the visitors on your work-at-home website. You start the conversation early, before they leave your website and disappear into anonymity. This offers the opportunity to:
- Answer any questions or remove barriers, engaging potential candidates who would otherwise not apply.
- Build a relationship with potential candidates for the future, should it not lead to an application or hire now.
- To reduce the cost of recruitment; thanks to a database of 'warm' contacts, recruiters need to spend less time and money looking for candidates.
How to get started with lead generation in recruitment?
OK, now you might be wondering how to get started with lead generation. The roadmap 'lead generation in recruitment' helps recruitment professionals integrate lead generation into their strategies.
The approach starts with defining your goals and target audience, followed by developing engaging campaigns and content. Personalisation plays a crucial role, where it is important to respond to candidates' specific needs.
A smart start is crucial: choose a specific lead generation tool, such as WhatsApp pop-ups, and ensure seamless integration and follow-up. It's also important to keep contact low-threshold, for instance through contact forms or ads that facilitate direct interaction. Measure the results of your efforts and use these insights to optimise your strategies.
Dream big, start small
Starting lead generation can seem overwhelming. The advice is to start small, then the time investment will also be small: in the beginning, you will spend a maximum of 20 minutes a day answering the first leads. Are you successful? Then build on this step by step.
Case studies
More and more organisations are adopting lead generation in their recruitment approach. Below are some practical examples from our clients:
- Breman Installation Group: When MrWork introduced lead generation as a new part of its solution in 2022, Breman was immediately excited to get started. It's in their corporate culture to be approachable and interact informally. They also wanted to integrate these characteristics into their interactions with potential candidates. Find out how Breman achieves goals with lead generation in the full interview with Marleen Breman, manager recruitment and employer branding at Breman.
We are very happy with lead generation, it has already given us a lot. It is a great strategy that makes it very easy for us to approach candidates. You can respond quickly, give each individual attention and seek interaction. By the amount of chat messages coming in, it is clear that candidates really like it. It is used very actively!
Marleen Breman, Manager recruitment and employer branding at Breman
- Childcare Mundo: Mundo is an innovative organisation that listens to its applicants, carefully analysing candidates' needs and tailoring their recruitment strategy accordingly. When they discovered that their target audience prefers an accessible application experience with a personal touch, they decided to use lead generation. Find out how Kinderopvang achieves goals with lead generation in the full interview with Sanne Schouten, HR advisor at Kinderopvang Mundo.
Lead generation is an easy way for candidates to contact us. We mainly get enquiries from potential candidates, but also sometimes get responses from people who want to apply directly.
Sanne Schouten, HR adviser at Childcare Mundo
The role of technology in the recruitment process
The role of technology in the recruitment process is invaluable. We simply cannot live without it anymore. And this will only become more so in the coming years. Think about technology, for example:
- To automate your lead generation process, such as recruitment automation.
- To manage and qualify your leads, such as a CRM or ATS system.
- To analyse and optimise your campaigns, such as social analysis tools.
In short, lead generation in recruitment is no longer a luxury, but a necessity. By taking the right approach and using modern technologies, you can improve the candidate journey. And best of all? You stay "top-of-mind" for those candidates when they are ready to change jobs. And that's how you stay just one step ahead of the competition.
The ROI of lead generation in recruitment
With successful lead generation, you increase your talent pool, which you can convert from candidates to employees with the right technology. So you have:
- First access to the best talent before these people actively apply for jobs
- Higher conversion by allowing candidates to ask questions that discourage them from applying
- More applications thanks to personal contact
In other words, those who are good at lead generation can greatly improve the Return On Investment (ROI) for recruitment. That makes it more relevant than ever!
