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In today's age of recruiting, we are all fishing from the same pond. So as an employer, you need to stand out among your competitors. You want to be the most attractive option. And that's where recruitment lead generation can help you!

The popularity of recruitment lead generation is on the rise. Below you can read why.

1. You lower the barrier to contact.

Making candidates jump through hoops can cost you conversions. Make it as easy as possible for visitors to contact you. Because before you know it, they'll be distracted and on to the next website.

Take away barriers: such as filling out long questionnaires, having your resume sent, requiring a motivation at an early stage, or even creating an account before you can apply. Make the first contact moment as low-threshold as possible, this will increase the chance that someone will actually take steps to get in touch with you.

For example, by answering questions via a WhatsApp pop-up, thus removing the barrier to call. Or a form where they can leave their details directly. This requires little effort from the visitor and feels approachable. You can also organize a webinar or viewing day, giving potential candidates a low-threshold way to experience what it's like to work for your company. This puts you in touch with your potential candidate sooner. This offers an excellent opportunity to provide extra information about your company or vacancy.

A study by LinkedIn (2022) shows that as many as 69% of candidates are more likely to apply if they have obtained more information beforehand.

2. You increase the conversion rate on your website

Visitors to your website? Fantastic! After all, they are showing interest in you as an employer. But do they take no further action and therefore immediately disappear back into anonymity? Missed opportunity.

So you don't just want exploratory visitors; you want them to take action. Research shows that companies with a strong lead generation strategy have an average conversion rate of 25%. That's incredibly high compared to companies that do without it. They are only at a ratio of 5%. (Forrester, 2021).

When visitors come to your website, they show interest in your company and job posting. But when they then have to contact you via difficult forms, they may give up. An accessible contact moment increases the chance that the visitor will get in touch.

With a strong lead generation strategy, you target potential candidates who have already shown interest in your company or job posting. By showing targeted content to that very group, you can actually increase your conversion rate by 72%! (Hubspot, 2021).

3. You increase your talent pool

So through lead generation, you bring many more candidates out of anonymity. This allows you to expand your talent pool with warm contacts. Where visitors used to leave your website "never to be seen again," you can now start the conversation with them.

By putting conversation over conversion, you actually get to know the candidates and keep the contact warm. When another (other) relevant job opening comes up, you can draw directly from your own talent pool. With a warm contact, you also further increase the likelihood that the candidate is interested. A Deloitte study shows that having such a large talent pool can even lead to 2.3 times faster recruiting.

Companies that are actively engaged in lead generation have a talent pool as much as 25% larger than those that are not. (Aberdeen Group, 2020). Quite a head start in other words!

4. You learn what candidates care about

Conversation over conversion. We can't say it often enough. In today's recruiting market, it's important to get to know your candidates. Building warm contacts.

As a recruiter, it is therefore important to start the conversation with candidates. Learn what they really find important. Ask questions about their interests, goals and what they find essential to see in an employer.

This information about what candidates find important is incredibly valuable to include in your recruitment strategy. When you know what the needs of your candidates are, you can further personalize the candidate journey and increase the chance that someone will apply. And you strengthen your employer brand: by knowing exactly what your candidate is looking for and adapting to the needs of your target group.

By better understanding what your target audience cares about, this leads to higher candidate satisfaction and a lower churn rate. (Indeed, 2022).

5. You are building a strong employer brand

As briefly mentioned above: knowing your target group helps to strengthen your employer brand. By knowing exactly what your target group is looking for, what their needs are and what they find really important: you can position yourself as the most attractive employer for them.

Of course, what is important here is that you deliver on what you promise, and that your culture really does match the needs of your candidates that well. But by having this in focus, you can attract exactly the candidates who fit your company culture and vacancy.

When you have a strong employer brand and show that you proactively search for talent, it can lead to 50% lower recruitment costs and 28% higher employee retention, according to a study by Glassdoor (2021).

Why you want to start recruitment lead generation as soon as possible

So using recruitment lead generation has many advantages in your recruitment process. Because you lower the threshold for visitors to contact you and you attract the right visitors to your website, you come into contact with the right candidates sooner. This way you expand your talent pool with warm contacts of whom you know exactly what they are looking for. And because you know this, you can seamlessly match your vacancies and employer brand to the needs of your target group. So that the candidates in your talent pool are an excellent match for you, convert faster and stay with you longer.

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