On average, a mere 1% of your website visitors apply for a job. The other 99% remain anonymous, even if these people are interested in you as an employer. This is why many companies today choose lead generation as part of their recruitment strategy. That said, how do you implement this in an accessible way?
In this blog, we will walk you through and explain the why and how of lead generation as part of your recruitment strategy. Why is it necessary, what are the benefits, and how do you go about it? We also share three essential tips to get you started!
Why are so many companies switching to lead generation as part of their recruitment marketing strategy? As market developments require a different approach to recruiting, we walk you through the three main pillars of recruitment.
Recruiters face a severe shortage of candidates – in every sector and for every position. The number of applications is decreasing, and finding the right candidates is challenging. To source potential candidates, recruiters often rely on LinkedIn sourcing. However, this is very time-consuming and often ineffective. After all, candidates tend not to ask to be approached in person (cold).We also see recruiters using agencies more often. This leads to high costs per hire and increased staff turnover, as candidates are not intrinsically motivated to apply. On top, you build a relationship with the agency instead of with your candidates!
Candidates also suffer from competition between companies. For instance, they often have an overflowing inbox with unsolicited emails and LinkedIn messages. Plus, if they want to apply, they often have to go through a traditional application process with a CV and cover letter, which is a barrier for many.The method of applying for a job can be a barrier too. Consider the difference between generations. Millennials, for example, are less fond of making phone calls, while Gen Z prefers to apply without a CV, even though those are often the only two ways to contact recruiters.
From the data, we can see a shift taking place. According to figures released by Intelligence Group, the number of vacancies has increased fivefold since 2013, and at the same time, the number of people switching jobs has never been higher.
In other words, there is tremendous mobility in the labour market! Yet the number of job applications is declining. We notice that candidates are less willing to follow a traditional application process. They want an equal process.
By implementing lead generation in your recruitment strategy, you are utilising 100% of the visitors on your "working at" webpage. You increase your conversion rate by using alternative methods of applying for jobs, ensuring a continuous flow of candidates. You will also increase your talent pool, which you can convert from candidates to employees with the right technology. This way, you have:
First access to the best talent before people actively apply for jobs
A higher conversion rate by allowing candidates to ask questions regarding issues that discourage them from applying
More job interviews, thanks to personal contact.
Are you interested in getting started implementing lead generation yourself? Make use of the following three tips.
By choosing one lead generation method, you can start out small to ensure quality. Then you can choose to scale up step by step. The advantage of starting small is that you need fewer resources. Use the medium that resonates best with your target group.Think of using WhatsApp as a pop-up message on your website. Numerous tools are available (including MrWork Leads) to implement this in an accessible way. By initially choosing one medium, you save time. You could spend a maximum of 20 minutes a day answering the first leads and expand this at a later stage.
Tip: Include the WhatsApp pop-up on your homepage and vacancy pages.
Make sure you have a proper autoreply message to manage expectations. If candidates know you will respond within 24 hours, they know what to expect. After that, it is essential to follow up in a timely manner. Don't send job applications right away; instead, listen to the candidate and focus on where their information needs lie. For instance, you can choose to enable autoreply and send incoming leads an instant message.
Make technology work for you. If you get a lot of leads coming in, you will lose track of WhatsApp. The right tooling can ensure that you have a central place where leads come in and communication occurs. This will help you to maintain an overview and never overlook candidates. Similarly, ensure you create both 1-to-1 contact and bulk, so you can work more efficiently and approach several people simultaneously.
Would you like to know more about how to apply lead generation as part of your recruitment strategy? Please contact us via WhatsApp (see a pop-up at the bottom right) for a no-strings-attached online meeting with one of our experts. They will spend 30 minutes discussing your current situation and the opportunities for your organisation.