Dotec

“We normally use recruitment and selection agencies. You quickly have to take into account 10-12k per hire. I told colleagues that this was going to be a big investment and wanted to try a different approach for once,” says Verhagen. That different approach turned out to be Recruitment Marketeers. “The owner is an acquaintance of mine and after hearing his story about how you can reach and move candidates in a smart way with your own content, I immediately thought: 'Yes, we have to try that!'.”

The goal of the campaign was only supposed to be direct recruitment, but because Dotec entered the market with its own content, the campaign also resulted in more brand awareness in the medium to long term. “We have often thought about our own branding, but have always put it on hold because we thought it would mean an expensive and intensive process,” says Verhagen.

Remko Booghmans, Employer Branding Strategist at Recruitment Marketeers knows that a successful campaign requires the commitment of both companies. “As an agency, we do not only want to be a supplier of media resources, but we always seek partnership. This means that we both have a role to play in conducting a successful campaign,” Booghmans believes.

The target group size and pull factors were considered when setting up the campaign. What is attractive content for this target group and what are the media channels where this type of candidate shows up a lot? “With our data and data from Brandchart, we deliver customized advice, but we always put some craftsmanship into it and then look at each vacancy with common sense to see if we can gain additional insights” Booghmans adds.

Because no active but mainly latent candidates are reached during the campaign, it was decided to disable the mandatory fields for applying. For example, most people reached during the campaign do not have a CV ready. “You do not want to lose momentum with that candidate. Asking for a letter and CV will be a conversion killer at that moment. You are actually looking for leads to follow up on and not applicants,” Booghmans knows. This meant that Verhagen would call the disguised applications, follow them up and invite them for a cup of coffee and introduction.

For the content, Recruitment Marketeers called in their UX Recruitment Designer. He creates custom content for campaigns and has a wealth of experience when it comes to text, image ratios and how certain colours and styles come across to candidates. “In this respect, we as an agency are really far ahead of other parties who often work with stock or ask a regular marketer to do this work. UX stands for User Experience. In this case, the user experience of the candidate. That sometimes really makes the difference between a normal or above-average CTR in a campaign,” says Booghmans.