As many as 88% of people in today's 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 organization as an employer to the attention of this large group of inactive or latent job seekers, it is important that you are present on the channels where your target audiences are. The goal is to steal your potential candidates 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 organization 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 the unique aspects of your organization. What would you tell them if it were a personal interview? This is the only way to give a real insight into your organization!
Candidate Journey
When a potential candidate sees your content for the first time, it does not mean that he/she wants 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 audience also lands on a page with in-depth information. This reinforces relevance and is therefore essential to a recruitment marketing strategy. The amount of touchpoints a candidate has had with personalized content determines the candidate's job readiness.
Create insights
It is also important to look substantively at the results resulting from online efforts. Here you not only look at conversion, but also, for example, how long people are 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 organization. The result? They tend to stay with your organization longer and do a better job.
Lower barriers in the application process
The final step within the candidate journey is the step to the final 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. For example, with a chat function you give candidates the opportunity to contact your organization in an accessible way. This gives you the opportunity to enter into dialogue with candidates. Useful, because if you talk to a candidate prior to the full application process, you can more easily discover whether there is a cultural fit. A mismatch in personality and/or ambitions of a candidate and an organization often results in short employment or an application process that is time-consuming for both sides.
All these tips & tricks contribute to reaching your (passive) target audience. Wondering how to put this into practice? We would love to help you get started! Please contact us.
