11 February 2022

Why strong employer branding is indispensable

Steven
️ Blog
8 min. reading time

Despite the reports that a new economic crisis is imminent, the Dutch economy and therefore the Dutch labor market are doing well. The 'war for talent' has been going on for a while and is only getting more intense. Job seekers have the jobs to choose from. It is therefore becoming increasingly difficult as an employer to fill vacancies and to make your company stand out among competitors. Recruitment is about the quality of the candidates and not about the quantity. A recruitment strategy with strong online marketing comes in handy here.

Employer branding

An important part of online recruitment is employer branding: a targeted strategy and tactic that is used to find, captivate and retain candidates. Through content and e-mail marketing, social & mobile recruiting, in combination with SEO, job sites, talent networks, events and CRM, the relationship is entered into with candidates in order to ultimately tempt them to apply for a job. Questions such as: 'how exactly do we approach this, how do we distinguish ourselves, what should we think about and how do we benefit from data' are understandable and with our expertise we help you on your way to the perfect 2020 to find and bind candidates:

Your online recruitment in the war for talent

De war for talent actually means that in today's market it has become increasingly difficult to find new employees. Everyone is looking for the toppers in the market and tries to bind them in all kinds of ways, marketing can play an important role in this. Without talent, growth is not possible and in the current economy, as we stated earlier, many companies are growing. Recruiters could for a long time finish their work writing vacancies, job sites and events, but that is a thing of the past. Talent acquisition requires a genuine marketing approach. That's where we come in… With our expertise in targeted labor market communication, we know exactly how to strike the right tone for your target group.

What is the purpose of labor market communication?

The aim is to first captivate candidates, then bind them. Good employer branding enthuses future employees before they are hired. In this way, they will find intrinsic motivation to want to work for your company and therefore stay longer. A company sells as a product, we ensure that the employment branding communicates structurally and strategically with the target group by promoting a certain brand via social media. In this way you distinguish yourself as a company from the competition: the 'candidate experience'

Researching the target audience

Before you can communicate effectively with your target group, it is important that you first research who your target group is. How do you do that? We always first look at the current workforce: what types are they? This then contrasts you with what you would like and which type of person would fit in between. Is this a junior or a more experienced person? We also analyze via Google Analytics which people are currently mainly visiting your working at website. Based on this, you make an action plan.

Addressing your target audience

The ultimate goal of your target group 'first to captivate and then to bind' is that we receive more qualitative applications from them. You carry out a certain communication, so that you radiate a certain image and generally create more brand awareness. The right candidates identify with this. It will reduce recruitment costs in the long run. A good careers website works by itself.

How do you translate branding into online recruitment?

Now that the right questions have been asked, we gain insight into the wishes of the target group. You can respond to this with innovative tools. How do you translate your branding into online recruitment? Here you can make good use of insight into your candidate journey:

1. What can you learn from your candidate journey?

With the help of qualitative and quantitative research that we conduct, you can identify the interaction moments and touchpoints: in other words, gain insight into the needs of your candidate. What are your candidates looking for in a company and can you offer it? With this information you can also gain insight into the perspective of your candidate, but you can also respond to the context of a candidate (age, experience, living environment, etc.). With all these points you can tailor the recruitment process to the candidate and ensure the ideal experience; you now know what to look out for.

2. Employer branding 'selling your company as a product on the labor market'

Recent studies show that 95% of job seekers attach considerable importance to their employer's image. Whether you put a lot, little or no energy into it: your company has an employer brand (an employer brand). A good one employer value proposition (EVP) provides a solid foundation under your employer brand. In the light of employer branding, EVP stands for the proposition that makes it clear to applicants why they should choose you as an employer. In addition to a good salary and employment conditions, this is mainly about the way in which they can fulfill their own wishes with you for, for example, growth, development, work/life balance and meaning.

3. Use data insights to your advantage

Pay attention to visitors who visit your current careers website, what can you learn from this? Are these the candidates you are looking for and if not, where are the candidates looking for what you are looking for? You can then use this data to set up your career page differently or perhaps have a completely new one built, completely adapted to your target group and candidate experience.

Want to get started yourself?

Do you want to become an attractive employer for talent? Please contact our business developer Niels de Leng.

Steven Founder[email protected]06–20413957
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