Performance Marketing September 12, 2017
Top 5 trends in Online Recruitment
1. Mobile strategy is indispensable
That the mobile use of internet is on the rise is not what you would call new. What is striking is that the mobile search volume in the sphere of recruitment has increased by 65% in the last quarter, whereas the percentage on the desktop remained the same and that of tablets actually even decreased by 10%.
Diagram increase of mobile traffic on website with technical vacancies
Mobile telephones are mainly used to orientate oneself regarding vacancies and potential employers. Most people prefer to apply for a job from behind the computer. As most employers focus on bringing in direct applications, mobile has taken a back seat.
More and more often, the journey of the candidate starts on a mobile device. We orientate ourselves while on the road, we prefer to take action at home or at work. If you are not well represented as an employer on mobile, then you may just miss out on that perfect match, because you are not top of mind for the candidate whereas some other employer is.
Important aspects of a mobile strategy include a campaign, specifically aimed at mobile visitors with shorter search words and advertisements, but also consider a mobile-friendly website and applications that promote applications per mobile (for example, uploading a cv from the cloud). Measuring cross device and cross channel is essential in this respect in order to analyse which contact moments contribute to the total candidate’s journey.
Video recruitment, a term we hear more and more often. Will it replace the vacancy text? Who knows. It is a fact that putting out a vacancy using video content can be an interesting trigger for talent. A vacancy is much more appealing to candidates if visual content is used. Video offers the handles that you need to create the desired image and feeling that goes with the job, the workplace and the colleagues. An impression that you cannot otherwise get across, no matter how many words you use.
There are a number of websites where you can place your vacancy videos, check out www.baaninbeeld.nl for example. In addition, you can pro-actively distribute your videos among the right target group by advertising with pre-rolls on YouTube for example. This allows you to activate specific videos. In addition, the display-network of Google offers a solution as well.
In line with the vacancy videos, you can ask candidates to express their creativity in a video message (candidate pitch). Do keep in mind that this manner of applying for a job must fit the type of candidate that is desired for the vacancy.
3. Social media increasingly popular in searching for a job
Social media are becoming increasingly popular in searching for a new job. LinkedIn and Facebook in particular have gained a spot in the top 10 orientation channels, between Nationalevacaturebank.nl, Randstad and Monsterboard.nl.
What is striking, is the difference in levels of education. LinkedIn particularly appeals to higher educated people, whereas Facebook is more popular among relatively lower educated people. On the other hand, those who have attended a vocational secondary school (VMBO) prefer employment agencies and traditional print media such as the ‘Algemeen Dagblad’ (Dutch daily newspaper)2.
The above-mentioned channels can play a larger role in approaching those potentially searching for a job. More and more employers are discovering the importance of building a community on social media. It is becoming increasingly interesting to keep these people, who have voluntarily associated themselves with an organisation, involved by means of supplying information and interaction. Moreover, LinkedIn and Facebook offer ample opportunities to distribute content for pay among the desired target group; in addition to the regular advertisements, you can opt to use sponsored updates along a time line that are targeted at a target group that you have segmented.
4. Shift in focus: from quantity to quality
What is better than receiving applications for a current vacancy? Precisely, applications from suitable candidates. People with relevant training, relevant work experience and who would probably be successful in the position.
Processing candidates that are not suitable is a time-consuming activity, particularly for companies that lack volume recruitment. More and more companies are coming up with clever solutions to the problem.
Pre-selection by means of an assessment or talent pitch
- Using a combination of an IQ test, personality test and various simulations of problems that an employee may face in the workplace on a daily basis and perhaps additional tests, a candidate can be assessed for his/her potential for the vacancy prior to a meeting. This can save a lot of time.
Thresholds in vacancies
- By formulating specific thresholds in the advertisement texts, you can ensure that a certain type of candidate that does not fit the desired profile does not find the advertisement text appealing.
Anticipating on the candidate’s journey
- Dynamic X-ads
- A very specific manner of re-marketing, in which a visitor on a website sees banners that show the specific vacancy that he or she viewed.
5. More search volume for vacancies and jobs, but also more competition
One out of three of the working population in the Netherlands applied for a new job in the past year. This is supported by the increasing search volume into vacancies and jobs. Google reported an increase of 7% in the category recruitment & retention as a whole.
At the same time, we see more and more employers making themselves known online, and the competition in the online recruitment landscape is increasing as a result. The average click prices are increasing (+15% compared to last year) and the average click ratio (CTR) has declined (-8% compared to last year). This emphasises the importance of a good online marketing strategy and constant optimisation.
The differences in the labour market between various sectors are striking. Intelligence Group, a Dutch Data & Tech company in the field of labour market and recruitment data, predicts that the entire labour market will pick up in 2015. For instance, for those who have attended a higher professional college (HBO), the number of vacancies will be five times the number of job seekers in areas such as ICT, technology and management. As an employer, you can anticipate on this by, for example, including a “Convince me”-button in an IT-vacancy. This will significantly lower the threshold for potential talent to respond.