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's time to tap from a different barrel. Lead generation is, not without reason, one of the most important developments in recruitment today. Why is that so? You can read about it 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 goals with lead generation
- The role of technology in recruitment process
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 applicant in recruitment jargon!
Lead generation in recruitment encompasses the entire recruitment process, from initial 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 job opening. 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 due to the challenging market that recruiters face: The scarcity continues, candidates have their pick of the litter. Competition from other employers is high, recruitment costs are high. And at the same time, conversions are declining....
Because on average, only 1% of your website visitors apply for a job. The other 99% remain anonymous while these people may be interested in you as an employer. A shame!
Lead generation as part of recruitment strategy
...Because it pays off! That's exactly why many companies today choose lead generation in their recruitment strategy. With lead generation you make 100% use of the visitors to 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, thereby engaging potential candidates who would not otherwise apply.
- build relationships with potential candidates for the future, should it not lead to an application or hiring now.
- to reduce recruitment costs; thanks to a database of "warm" contacts, recruiters need to spend less time and money searching for candidates.
How to get started with lead generation in recruitment?
Okay, now you may be wondering how to get started with lead generation. The "lead generation in recruitment" roadmap helps recruitment professionals integrate lead generation into their strategies.
The approach begins with defining your goals and target audience, followed by developing engaging campaigns and content. Personalization plays a crucial role, where it is important to respond to the specific needs of candidates.
A smart start is crucial: choose a specific lead generation tool, such as WhatsApp pop-ups, and ensure seamless integration and follow-up. It is also important to keep contact low key, such as contact forms or ads that facilitate direct interaction. Measure the results of your efforts and use these insights to optimize your strategies.
Dreaming big, starting 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 no more than 20 minutes a day responding to the first leads. Are you successful? Then build it up step by step.
Practice
More and more organizations are turning to lead generation in their recruitment approach. Here are some real-life 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 is in their corporate culture to be approachable and to interact informally. They also wanted to incorporate 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 of recruitment and employer branding at Breman.
We are extremely happy with lead generation, it has already given us a huge benefit. It's a great strategy that makes it very easy for candidates to approach us. 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 being used very actively!
Marleen Breman, Manager of recruitment and employer branding at Breman
- Childcare Mundo: Mundo is an innovative organization that listens to its applicants. They carefully analyze candidates' needs and tailor their recruitment strategy accordingly. When they discovered that their target audience prefers an accessible job application experience with a personal touch, they decided to use lead generation. Find out how Childcare achieves goals with lead generation in the full interview with Sanne Schouten, HR Advisor at Childcare Mundo.
Through lead generation, candidates can contact us in an easy way. We mainly get inquiries from potential candidates, but we also sometimes get responses from people who want to apply directly.
Sanne Schouten, HR advisor 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 it will only become more so in the coming years. For example, consider technology:
- To automate your lead generation process, such as recruitment automation.
- to manage and qualify your leads, such as a CRM or ATS system.
- to analyze and optimize 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. This way you have:
- First access to the best talent before these people actively apply for jobs
- A higher conversion rate by allowing candidates to ask questions that keep them from applying
- More job 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!
