Concrete tips you can start with today
You're searching for staff, but so are other organisations. That's where the challenge lies in attracting the desired profiles. Therefore, you want to use more or different means to recruit people, but you're not quite sure how. We got you! With these recruitment marketing tips, you can get started straight away.
Tip 1: Employer brand as a hook
The employer brand (or trendy: employer brand) is the hook for all recruitment marketing expressions. It answers the question 'Why would a candidate choose your organisation?'. Every organisation, big or small, has an employer brand. You define this through:
- Analysis: Research the target audience, competitors, your own employees, and developments in the field.
- Argumentation: Define the distinctive points compared to other employers.
- Creation: Create your core values and authentic story.
Tip 2: Hang activities on the hook
Once you've defined the hook, you hang your recruitment marketing activities on it, depending on time, budget, target audience, and your brand. Some examples of how you can do this:
- Set up and execute an Instagram strategy
- Organise referral actions
- Attend career days at vocational schools
- Use a glider with a banner to your careers website
- Mow your logo into a wheat field
The last two are, of course, tongue-in-cheek, but the options are endless. Since the job market brings its own challenges, consider this: it’s better to do one thing well than to do many things half-heartedly. Opt for opportunities that fit your organisation and make a strong impression.
"I fear not the man who has practiced 10,000 kicks once, but I fear the man who has practiced one kick 10,000 times." – inspirational quote from Bruce Lee.
Tip 3: Knowledge is power
That brings us to the third tip: measure what you do and do more of what works. Below are some interesting metrics, depending on your recruitment marketing activities.
Candidate insights
- The number of applicants
- The number of hires
Website
- The traffic to the website
- The source of the traffic to the website
- The duration of visitors on the website
Social media (campaigns)
- The number of times a post is viewed
- The number of likes on a post
- The number of times a post is clicked through
- The number of comments on a post
Tip 4: The job description speaks louder than words
Last but not least: the job description. This is incredibly important because for many applicants this is the final step. Feel free to get straight to the point here: 'this is why you're in the right place'. Explain what someone is going to do and why they want to do it at your organisation. Avoid clichés such as: “This dynamic organisation is looking for a team player”. Also, introductions like ‘Have you ever...’ or ‘IT is everywhere...’ should be left out. Besides a strong introduction, there are a few important elements:
- Write from the most important to the least important information.
- Use headings, keep it simple and short. “Mandate!”
- Start each paragraph with the main point.
Are these quick wins too quick?
We went through them quickly (it’s in the name). Are you looking for more depth or clarification on these tips? Feel free to call or email us for a discussion, we only enjoy that!
Job marketing: the do’s and don’ts for job fulfilment
With a lot of competition in the labour market, it is difficult for companies to successfully fill vacancies. How do you ensure that potential candidates discover your vacancy? Job marketing is the way to go. In this blog, we explain the approach, with important do's and don'ts.
Job marketing contributes concretely to the visibility of your vacancy. You present the relevant position attractively to a specific target group. You use a mix of media channels for this. See it as running a campaign, aimed at the intended target group of candidates. But before you get that far, it's important to know exactly what type of candidate you're looking for and what the job specification should be.
Do: Write a strategic job description
In your job description, show not only the desired profile but also your organisation's identity and what you have to offer. Analyse the needs and interests of the target group and integrate this into the content and tone of voice of your vacancy. Think of development opportunities or pension schemes.
Don’t: Avoid the classic “We are looking for…”
The well-known “We are looking for you!” slogan no longer works in this labour market. Instead, write your text from the applicant's perspective and focus on what it yields for them. Use “you” rather than “we” to quickly pique the interest of potential candidates.
Do: Build on your employer branding
Besides the vacancy, it’s also important how you are known as an employer. Employees seek more than just a job: they want a good employer. Give your company brand awareness: an extra layer on top of your vacancies. Even with an intermediary like Sterksen, people want to know where they will be working.
Don’t: No careers website
An ideal way to work on this branding is with a careers website. It’s preferable to have a separate website for your employer brand and career opportunities because job seekers want as much information as possible before deciding to apply. A job description alone is no longer sufficient. Think of testimonials, photos, and videos that show what kind of organisation they will join.
Do: Use different channels
Ensure you are visible on various channels and take advantage of the power of repetition. It takes time to market a vacancy and your organisation. Think of (niche) job boards, but also social media. Besides LinkedIn, TikTok and Snapchat, for example, are increasingly used to attract young talent.
Don’t: Think you need a big budget
Even with a limited budget, you can start with job marketing. It's about making yourself heard. For example, start on Google with a low advertising budget to boost your vacancy or landing page. This way, you can collect data and analyse where your traffic comes from. Think about the characteristics of your target group, their interests, and how each channel performs. With these insights, you can then advertise more specifically and adjust your strategy accordingly.
Do: Make it attractive
Choose an image that your target audience can identify with. Make the advertisement appealing to your target group. Think of a photo or video of happy employees. Be concrete and clear in your text so that they feel attracted to click through to your landing page and ultimately apply.
Over the past few years, job marketing and employer branding have become increasingly important, partly due to the tight labour market. We can conclude that it's a method you can no longer do without. Would you like concrete advice for your business? Then contact us to discuss how we can guide you.
