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Data is power for the recruitment marketer. Which trends are the most important developments in recruitment? Eleven recruitment marketers talk about their vision of the future.

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Taking advantage of digital development
According to Maintec’s Yasar Erol, the most important development was that we went from mail and pray to pay and play: ‘In the past, as a customer, you participated in the use of channels, because everyone in the market did so. Now you measure which channels work for you, you decide for yourself what suits your company and you pay for the right tool.’ René Drummen of Brunel also notices that recruitment marketing is slowly moving from post & click to a performance model, where you pay for each lead you bring in. So, thanks to the digital development, you get more and more value for money.

Mitch Voskuilen of Moongro also sees that the sector is rapidly digitising. He has a mission: ‘In my opinion, the greatest developments take place entirely in the field of data, artificial intelligence and machine learning. But not everyone knows how to use this yet. It’s up to us to introduce this in the industry, so that companies can benefit more and more from it.

Contact with the candidate
Just like technology, the needs of candidates also change. Kevin Verhaaf of Or-Quest recognizes this trend and responds cleverly to it: ‘Many qualitative candidates currently have a permanent position and want to be contacted outside office hours about their next step. This means that as an organisation you have to be flexible. Our chatbot supports us very well in this: with limited resources we can be reached day and night. In addition, the human and personal aspects remain of course very important.

For Loraine Nijhuis of Appnormal too, the human side of recruitment is indispensable. She sees the digital support of recruiters as a major gain: ‘By using digital solutions in the recruitment process, the recruiter can focus on what he is good at: speaking to and matching candidates’.

When are you successful as a recruitment marketer?

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Reaching the right candidate is usually the main goal. You do this by guiding relevant visitors to suitable vacancies. If this results in a match, you will be successful.

The best hire
Mitch Voskuilen of Mongroo explains: For me, the main goal is to generate the best hire at the lowest possible cost. In my opinion, this is someone who is intrinsically motivated to come and work and whose expectations of the position and the company are correct. As a result, the new colleague wants to work for the company for a longer period of time.

Connecting visitors to your company
Branding is also an important goal. Jobseekers have to find your company, but also existing candidates should not be forgotten. They are important ambassadors for your brand. Next, it is a matter of binding the visitor to the company. The perfect match can, of course, also take place at a later date. Kevin Verhaaf from Or-Quest does this by sharing tips and blogs about applying for jobs and networking with visitors. In this way he adds value for potential candidates.

Which KPI’s are key?
There are a number of KPI’s that are mainly used by most to measure performance.

Two of the most important KPIs for recruitment marketers are cost per lead and cost per hire. As Loraine Nijhuis of Appnormal, with a wink, explains: ‘In the end, you will be charged on the euros. It also looks at how much organic search traffic comes in via Google and the social media and what conversion ‘from visitor to lead’ this results in. So, how many registrations does this ultimately result in?

Only the best candidates
But what matters in the end is, of course, the quality of the applications. Véronique Oonk-de Jong of Essent: ‘An important KPI for us is the number of candidates you send on to fill one vacancy. You should preferably keep these as low as possible. It is therefore a matter of determining the quality of the funnel.

Tools to achieve your goals

By knowing where your target group is and how to reach it, you increase the conversion rate of your campaign. Which tools are the best to use?

Advertising and measuring
To increase the conversion, advertisement on social media is of course used: Facebook, LinkedIn and job sites like Indeed. In addition, recruitment marketers use programs from Google – Trends, Optimize, Tag Manager, Data Studio and Analytics – to reach the target group, measure progress and adjust a campaign where necessary. And there are more programs that give recruiters insight. Meltwater filters the data from, for example, journalistic sources and social media posts to provide insight into your brand and that of your competitors. Through programmes such as Hotjar, the behaviour of your employees can be monitored.

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