Adding lead generation to your recruitment marketing strategy is incredibly valuable. Your conversion rate goes through the roof and candidates knock on your door instead of you having to chase them with multiple messages. Every recruiter's dream and an absolute boost for recruitment success. But that only applies if you take lead follow-up seriously. Does that take a lot of time? Or is it actually a snap?
Lead generation = time-saving
Let's first quash the assumption that following up leads takes a lot of time. Because it is not. We see just the opposite: the productivity of recruitment teams increases enormously thanks to lead generation. This is because lead generation is a form of inbound recruitment marketing. Candidates come to you. In contrast, more traditional recruitment channels are mostly outbound. Now that the job market is full of latent candidates, recruiters working with outbound methods have to launch a huge number of actions to get candidates into their recruitment funnel. This is time-consuming and the results often leave much to be desired.
With inbound recruitment marketing, you ensure that candidates contact you themselves, for instance in response to a campaign you are running or a vacancy they have seen. With outbound recruitment methods, you as the employer approach the candidates. A well-known form of outbound recruitment is sourcing.
To illustrate this, let us take as an example an employer that mainly uses traditional recruitment channels. In the current labour market, where the willingness to apply is very low, the conversion on a work-at-home site is only 1% to 2% on average. In order to fill the recruitment funnel with candidates, a lot of sourcing is done. But because response rates for sourcing are very low, you have to search, select and approach hundreds of candidates to finally get a few candidates to the table. A lot of hours go into that.
As soon as an employer switches to a strong recruitment marketing strategy with lead generation, the conversion on the job site increases to 7% to 10%. Now candidates suddenly contact the employer themselves, without recruiters or sourcers having spent hours of time on it. That makes a big difference!
Lead generation = result booster
Moreover, the leads that come knocking on your door are of higher quality than the candidates you manage to convince through sourcing. After all, the leads have come to you from their own interest. So not only do recruiters spend less time filling the recruitment funnel, the candidates in the funnel are also more involved and so the chances of a hire are much higher. Double the profit!
Following up leads = a snap
But if you suddenly get so many leads, then following up on them probably takes a lot of time? It's a concern that many employers have who are just starting to use lead generation for recruitment. Fortunately, we can easily address that concern. After all, our lead generation tooling is built to take the worry out of your hands. With smart automation, following up leads is a snap!
The purpose of our Leads environment is to centralise and automate 1-to-1 contact with candidates. You have insight into all leads in one place and can therefore quickly and easily handle questions and initiate conversations. Thanks to automation, leads are helped quickly, get to the right person and you can even select them based on their qualifications.
For automations in following up leads, you can think of:
- Anopening message that automatically adapts to the day and time the candidate contacts you. For example, if someone asks a question at the weekend, you can use the opening message to let them know that you will get back to them on Monday.
- By the way, this opening message includes language recognition. Does someone send you a message in English, but Dutch is a must for the job? Then you can automatically ask this person about their language skills and, if the candidate is not suitable, reject them immediately. Automatically!
- With qualification questions you can immediately check whether a lead is a good match for the vacancy. If someone reacts to a vacancy as a truck driver, you can, for instance, ask this person about his/her driving licences. Based on the answers given, you can ask further questions or suggest other vacancies, for example to become a van driver. Does a candidate fit the vacancy well? Then you can immediately take the next step, for example by letting the candidate make an appointment himself/herself via Calendly. Candidates who do not have the right qualifications are automatically rejected. No human hand needs to be involved in this entire pre-selection process.
- By asking questions about the candidate's interests (e.g. which field or region the candidate wants to work in), you ensure that the lead is assignedto the right talent pool and followed up by the recruiter of that field or region. That saves another intermediate step!
This way, recruiters are only concerned with relevant candidates. They spend their time and attention on leads that are genuinely interested and connect with the vacancies. All non-matching leads are handled automatically. You set up these automations once and then the software does the work for you!
By the way, don't worry that these automations make contact with candidates impersonal. You can make welcome messages, qualification questions and interest questions as personal as you like! Besides, most candidates just like to know where they stand quickly. And this is how you arrange it.
Adding lead generation to your recruitment strategy = smart
In short, with lead generation you will recruit more efficiently and effectively. Following up leads is a snap, as automations already take a lot of work away. So the recruitment team can focus on the best candidates!
