How to use recruitment marketing to recruit new talent

Labour market campaign or labour market communication: potato, potato?

Just to get straight to the point and clear up possible misunderstandings: what is the difference between the labor marketcommunications and labor marketcampaigns? It may be an open door, but it is nevertheless one that we should grab by the latch. Where campaigns are (often) temporary and thus part of labour market communication, the latter is the bigger picture. The sum of the parts. However, a campaign is always based on the overarching message. And that, in turn, is your communication. By developing a strong labour market campaign, we shape your labour market communication.

The role of employer branding in your recruitment marketing

What your campaign will look like is largely determined by your employer value proposition. This proposition explains what you do, why and for whom. If you optimize this image and enter the market with it, you are actively working on employer branding. Good for you! It's the start of something beautiful. The added value of this lies in the connection that you can make with potential staff in this way. Do you share the same vision and values, and can you strengthen each other in achieving your mission? These are questions you want to answer in your recruitment marketing: it shows what kind of employer you are. What is your added value when it comes to primary and secondary employment conditions, such as career opportunities and company culture? For latently seeking professionals, this is very important!

Candidate journey versus employee journey, and why they are equally important

The professionals who come into contact with your message can be roughly divided into two groups: actively or latently seeking candidates and current staff. The candidate versus the employee. Both come into contact with your mission, values and approach in their own way and go through different processes.

The candidate follows a so-called candidate journey: from the moment he sees your name until he gets hired. Everything in between contributes to his experience with you as an employer. If the application process is at odds with the campaign message, he will drop out. If the application process is high-threshold, for example because you don't have a decent job site, he left quickly even.

While employed, your current employee creates a employee journey off. If all is well, he won't see your (paid) campaigns in the same way as the candidate, but he will come into contact with you employer value proposition. This is usually a positive experience, but if you don't do what you say you do, “coming into contact with” can turn into “being confronted with”. An employee sees your promise, but at the same time realizes that it is not true. This incongruity can influence an employee's experience in such a way that he changes from ambassador to potential expatriate. And that means you have to recruit additional staff, but without positive ones. word of mouth.

So what makes a good recruitment campaign now?

Without ourselves and our work to fall short: it's actually very simple. If you talk the talk, make sure you walk the walk. Know your worth and act accordingly. It is important, however, that you then present yourself in a distinctive way, because this is the only way to reach and seduce potential talent. We'll help you with that, and with everything that comes next. From determining your proposition as an employer, to reaching, engaging and influencing your target group.

We are happy to explain how we do that and what you need for successful labour market communication. Then you'll be better prepared the next time you're looking for new talent for your organization.

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