Dotec
4 'Hires'
in 1 month
100%
filled
714.126
impressions
How Dotec filled 4 vacancies within one month with smart job marketing
Dotec is a family business that was founded in the mid-80s and has been passed down from father to sons. They make special lifting aids equipment that are shipped all over the world. Dotec employs 20 people. The company is located in Joure, Friesland.
Dotec is looking for people with technical knowledge and experience, preferably from the region, within a radius of 25 km.
We are in a growth market with our family business and we would like to spread our wings internationally. That is not always easy, because it is difficult to find suitable personnel. We are not in the most densely populated area of the Netherlands, which means that the pickings are already somewhat thinner in advance.
– Wouter Verhagen, co-owner
The challenge: filling 4 vacancies
“"We normally use recruitment and selection agencies, which easily cost €10,000-€12,000 per hire. I wanted to try something different," says Verhagen. That new approach turned out to be Recruitment Marketeers. "After hearing their story about the power of job marketing—how you can reach and engage candidates in a smart way with your own content—I immediately thought: 'Yes, we have to try that!'"”
The goal of the job marketing campaign wasn't just direct recruitment; because Dotec marketed with its own content, the campaign also contributed to brand awareness in the medium term.
The approach: a strategic partnership
Remko Booghmans, Employer Branding Strategist at Recruitment Marketeers, emphasizes that a successful campaign requires the commitment of both parties. "We always seek partnership. This means we both have a role to play in conducting a successful job marketing campaign."“
Target audience size and pull factors were considered when designing the campaign. "Using our data and that of Brandchart, we develop tailored job marketing advice, but we always incorporate a bit of expertise and apply common sense to each vacancy to see if we can gain different insights," adds Booghmans.
A key part of the strategy was lowering the application threshold. Because job marketing primarily reaches latent candidates, it was decided to remove the mandatory fields for a cover letter and resume. "You don't want to lose momentum. Asking for a resume at that point is a conversion killer. You're really looking for leads to follow up on," Booghmans explains. This meant Verhagen would personally call the low-threshold applicants to make an introduction.
A UX Recruitment Designer, a specialty within Recruitment Marketeers' job marketing approach, was brought in to create the content. "Our designer has a wealth of experience with what works for candidates in terms of text and imagery. That makes the difference between a normal and an above-average CTR," says Booghmans.
After Dotec approved the content, the candidates were targeted. Because Recruitment Marketeers had access to Google Analytics, the data could be easily analyzed. "This allowed us to not only A/B test but also retarget the right people. Our campaign managers continuously optimize job marketing," Booghmans continues.
During the campaign, there was a lot of communication about the quality of the influx. "We don't just manage by numbers, but also by a quick phone call with the customer. Customers appreciate that we're quick to respond and easily accessible," Booghmans explains.
The result
119,021 people had seen the campaigns 6 times in a period of 28 days. It resulted in 18 responses, of which 16 conversations and ultimately 4 hirings, which filled all vacancies in one go.
We are very happy with this result. We normally pay a recruitment agency 10-12k for one hire and were now considerably cheaper. In addition, the visibility of the campaigns has given a huge boost to our employer brand.
– Wouter Verhagen