It is becoming increasingly difficult to third-party cookies to reach your target audience. At Recruitment Marketeers they are therefore building a new form of future proof job marketing of which server-side tagging is an important part. What exactly do they mean by that?
Is it a DAF? A Scania? Or maybe a Mercedes? Only good mechanics can tell the sounds of all those different trucks apart. And so Recruitment Marketeers for Louwman once an interactive quiz, à la The Sound of QMusic, to test candidates on their truck knowledge in a fun way. Just like it once developed a game for Croon Wolter & Dros, to see if you are suitable as a mechanic, complete with an interactive chat to immediately invite suitable candidates to actually apply.
There are two ways to select candidates engage and to collect their data, now that it is becoming increasingly difficult to obtain them via so-called third-party cookies to achieve, explains Remko Booghmans out. But above all, the founder and owner of the recruitment marketing-company as ways to interest candidates. 'I think organizations don't do that enough. Candidates really like these kinds of knowledge things. It's something different than telling them that you're such a nice company. I think interaction with candidates is exactly what you should increasingly try to create.'
Future-proof job marketing
Now traditional methods of data tracking are under pressure, it is becoming increasingly important to be able to continue to collect accurate and reliable data for job marketing campaigns in new ways, according to Booghmans.Future-proof job marketing', as they call it at Recruitment Marketeers. And that can be done, for example, by means of ' server side tagging, 'where you move the data collection from the client-side to the server-silk, which ensures more control over your data flows and correct compliance with privacy regulations.' You need this data collection to make strategic choices for your campaigns and this data is also used by the channels to optimize the campaigns.
Unlike client-side tracking are added to server-side tracking the data is first sent from the user's browser to its own web server. Then it is streamed to Google Analytics, Google Ads or Facebook, for example. This adds an extra layer to the process, allowing you to manage your own data and have more control over the data and choose which data goes to third parties, so that the privacy of users is guaranteed. 'We are fully focused on that', says Booghmans. 'That way we are prepared for the future, and we can continue to deliver high-quality campaigns.'
Privacy more important
Privacy of visitors is becoming an increasingly important issue, he sees. It is therefore also necessary to make customers future-proof by our solutions and thus guarantee privacy. 'That is why you see more and more people walking around our office. I need more and more time and people to deliver these solutions.' But, he says, the development also offers opportunities. 'If we continue to lead the way in this, and continue to invest in both people and technology, we can deliver the capacity that the market demands.' This is also evident, because the company has recently won a few nice tenders, including for the BAR organization and the municipality The Bilt.
'You have to submit quite a lot of evidence for such a tender', says Booghmans. 'Many marketing agencies have been added in recent years. But at the same time you see that not everyone can deliver well-converting campaigns and show the evidence of this with data. While we also notice that many customers are looking for help and guidance in that data and analytics-side. Fortunately, we have been there from the start Recruitment Marketeers I am working on this and I already bring the necessary experience with me.'
Good strategic content
In order to not only get campaigns to the right candidate at the right time, but also to be able to create good content for clients themselves, the company opened recently all the Studio WorkAtThere also came a strategic partnership with PROOF, intended to help smaller companies build a solid employer brand. 'In today's tight labor market, you need to have a very clear and distinctive story, we noticed. For example, as an IT professional, you can work anywhere. If an employer wants to convince you, the whole story has to be right, from start to finish.'
Because that is also future-proof job marketing, he wants to say. A well thought out strategy, good copy, good art, in still and increasingly moving images, and then in a way that candidates engages and preferably also a bit of a challenge. Through all the channels you can think of on which the target group is active. Because according to him, that is the only way to win the minds and hearts of the candidates. 'We have now done about 4,000 campaigns', he says with some pride. 'We now know from that what engagement yields, and what does not.'
Hot topic
On the new site Recruitment Marketeers can now clearly see what they future-proof job marketing as it contains, Recruitment Marketing Consultant fills in Ilse van Hengel on. She calls the disappearance of third-party cookies a 'hot potato'. 'With the stricter regulations and the phasing out of third-party cookies, the traditional way of data tracking to become obsolete. But with server-side tagging not only can you collect more and more accurate data, but you can also experience a more secure and reliable way of data transmission.'
Welcome a world with improved measurement in which your campaigns perform optimally and still fully comply with the latest privacy standards, she says. Although she says that it takes a lot of time and effort to do this well. 'That is why we are currently visiting many customers to explain this. We notice that personal contact is necessary. Customers find it very important to compliant to be. But they also have a great need for knowledge in this area, so that they understand what is going to change. We are happy to take them along in that, that is our specialty.'
Expertise needed
To continue to get returns from your investment in the coming years recruitment marketing-campaigns, it is even essential to delve into this, according to Van Hengel. 'If you do not concern yourself with this part of your profession, you will miss the mark. There are still plenty of good opportunities to reach your target group next year. to target. But you do need to make sure that you are prepared for it. Or outsource it to a party that has expertise in this area, and ensures that you can still reach your target group later on, while you as an agency or employer remain in control.'
Read also
){kind=icon}
)
){kind=logo}
)
){kind=logo}
)
)
)
)
)