The labor market is tight (that is how all my articles start lately). It is an open door, but really true. Mass hiring is often still possible if you know where to throw the euros, but get real quality? That is serious fighting in this market.
In a tight labor market, where the candidate is king, you will not find a single solution that radically changes your intake from Monday to Tuesday. Hiring in a tight labor market is a particularly delicate process, where you can really make a difference with the right nuances on different sub-processes!
1. Provide coverage
You reach people on multiple levels. You, therefore, communicate differently to active job seekers than to latent job seekers.
Active job seekers can be contacted via job search engines such as Indeed, Jobrapido, Trovit, Mitula et cetera. Also look for the smaller players in this market, there are many (free) providers.
Found all vacancy search engines? Beautiful! Get ICT involved and ensure a well-functioning XML link between your work at the site and the job search engines, so that your new vacancies are automatically posted daily on all these websites.
Manually hitting 100 vacancies is no longer at this time. Is your ICT department too busy or is your recruitment problem right in attracting your own ICT colleagues? Then view the possibilities of different multi posters. With the software of these companies (think of Ingoedebanen, Wallenstein and Broadbean) you can transfer one vacancy directly to multiple job boards and vacancy search engines.
Latent job seekers can be better targeted via Facebook and Instagram. This target group does not (or too little) move on job search engines. Once they are prepared to click on your work-at site, then, unfortunately, you are not there yet. You will have to retarget a latent job seeker seriously (via a targeted Google campaign) to let him or her return and still apply for a job.
2. Communicate at the sub-target group level
Imagine looking for call center agents. Your target group consists of men and women between the ages of 18 and 65, in the Amsterdam region, who want to work between 12 and 36 hours a week. Well, that is an accurate target group description. Sounds good! The problem, however, is that with a target group description if this half of the Netherlands can count on your target group. How do you communicate effectively to me as a potential new employee for your call center?
You do that by creating personas or sub-target groups. Example of this employer:
Profile: student Janneke
Looking for: income next to study
Important in communication: freedom by scheduling hours yourself, making good extra income
Profile: part-time mother, Mireille
Looking for: extra income
Important in communication: can work under school times of the kids
Profile: 50+ Henk
Looking for: team (belong to something), be useful
Important in communication: seniors are really welcome with us
Three completely different sub-target groups, all of which fit into your target group of hiring, but each in their own way want to be addressed.
Also, take into account the visuals (photo material) that you use for this in your recruitment campaign. If you focus on Janneke, you show other students, and if you focus on Henk, you show 50-somethings.
3. Be an attractive employer
There he is again … ensure a strong employer brand. Organize your organization deliberately as a brand, as a seriously attractive employer, by choice.
Keep your work-at-site and your marketing euros comfortable in your pocket if you are a company with a lousy employer’s image. However, there is hope for everyone!
It starts with a powerful employer image. Know what you want to communicate to the world.
Be especially unique!
The question: whats in it for me? And not: tell me all the corporate information about you!
Are you the best healthcare institution in the Netherlands? Communicate this via your labor market communication to the world. You must be able to prove it.
Are you the most flexible educational institution in the country? Great, tell the world and here too: you have to make it happen. So claim who you are as an employer, increase it, communicate it and prove it.
How do you become the Netherlands’ most attractive employer? You can read that in this article.
4. Do not convert anything else
Your work-at site must convert. What does a specialist mean by converting? That is not very complex, with conversion means that your visitors click on a button to complete a job application. Moreover, nothing else…
By that I mean, anything that does not directly contribute to a higher conversion of your work-at site, simply does not belong in your work-at-home site. In fact, all the corporate information about your company that has been around for 800 years and the millions of sales that are made in all the countries that are there, do not have to be relevant to your target group at all.
The job application group – both active and latent job-seekers – has only one fire the question: whats in it for me? And not: tell me all the corporate information about you!
Are you responsible for a very large hiring issue, with perhaps a hundred or more vacancies? Then you might be able to zoom in on hyper-targeting. By hyper targeting I mean: seriously zooming in on a certain region or specific functions.
For a certain class of functions or difficult region, it can be very wise to ‘just’ move away from your traditional hiring plan. Of course, you can bet yourself on hyper-targeting, but there are also companies that can help you to hyper-target and shoot with sharpness if hail certainly does not work.
This can be done in separate works-at pages or websites, social media campaigns or hiring with adapted text, photo and video material.
Dare to stand out
With just ‘doing your thing’ you do not make the difference in this labor market. Note: it will be even more difficult in the coming years.
Take a few genuine ‘comment’ from their loft, inside or outside your company, and do something a hiring department has never done before. Be creative, good, original and a little bit of budget. Your internal organization wants to see people? Then you really have to get everything out of the closet. Make your business and yourself immortal by launching a brilliant guerilla recruitment campaign!
One of my personal favorites remains the ‘Pizza Digitale.’ Great how you can get a few good ICT people away from your competitor so cheaply, smartly and efficiently.
The do’s and don’ts of an excellent converting work-at website you can read in this article.
Know that the average work-at-site only achieves 5 percent conversion or less. Out of every hundred visitors, only five or less apply (source: Get.Noticed Internet Nederweert).
Then you also know that an applicant will automatically become expensive. Retargeting via Google is worth trying anyway. Because a latent job-seeking visitor to your recruitment site does not come to buy the first time, you want to have him, or she applied via retargeting.
5. Adjust your hiring operation to your hiring
This is one of the most challenging parts where hiring continues to hurt. A professional recruitment device and an amateur hiring organization under one roof.
Bosses, directors and other hiring managers within an organization are sometimes brilliant specialists, but at the same time conversion-killing interviewers. Great that you are a good CFO, but where did you learn to interview people? How does Mr. CFO know which competencies should be taken into account when interviewing a new head of salary administration?
Equally and massively exaggerated, of course, but regularly a serious core of truth. The hiring operation will really have to adjust seriously in this market to the ongoing recruitment process.
Hiring will often have to test how capable the hiring operation is. Gusta Timmermans recently published her book: 199 questions for a successful selection interview (aff.). A must, written for the hiring operation.
The book will take you to a strategy, the latest trends in the labor market, your company image and the right (199) selection questions for your hiring operation.
Apart from the quality of the selection interviews, speed is particularly important. If your manager thinks he has the luxury to leave a resume of a software engineer on the desk for a week and a half, it is time to say that your manager is a pancake. An active applicant does not apply in one place, but on average in three places.
So be fast & be good! This noble message will also have to be structurally thrown into the organization by the hiring department.
6. Get everything out of the closet
Attracting talent is not a top sport, it is war! Your ICT people are picked from the shop floor where you are. Your financials apply to your competitor the same day if you look at them at the same time, and the best? With the neighbor, they also earn a bit more money than you do. So get everything out of the closet.
So the next time your manager brings a new vacancy to you in the hiring department, you immediately step into his comfort zone. Push your forehead against his, shake him up and scream repeatedly: how did you lose the last employee? (The author of this article is not liable for (in) direct damage.)
Long story short, but an earnest message: get everything out of the closet!
Working short, real videos. An image – moving image preferably – says more than a thousand words.
Source: Fransen & Job staff broker.
Note: no corporate Hollywood productions, but real people and situations that I can actually find on your work floor. I want to see that as a job-seeker!
The hiring department works on average about 40 hours per week. Your applicants visit your work-site around 168 hours per week (24/7). A chatbot also cheerfully talks to your applicants when all recruiters sit in the pub on Saturday evening. In other words: the chat box also has all the attention of your applicants for the remaining 128 hours per week.
Chatbots give you the algorithm of your own company, you can learn them question and answer. They offer advice and tips to your applicants and even ask for data for a job alert or open application.
So a chatbot will enable you to increase your conversion from 5 percent to… percent?