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In times of digital change and the ever-increasing competition for the best minds, it is more important than ever to position yourself professionally in recruiting and to invest more resources in attracting skilled workers.
Marco Montazem, Founder & CEO of Pineapple Consulting, knows what is important and explains in this article how to address your target candidate-specific target candidates and what role videos play in this.
However, it is not possible to discover the holy grail for yourself; there are simply too many screws to turn. One thing, however, is certain in recruiting. If you focus on the following 4 pillars, you will have successful employee recruitment:
Very few companies recognize that with their Personnel marketing measures (point 3) Don't really get into the heads of applicants anymore. The budgets for job advertisements are getting bigger and bigger, although the reach is growing — the response to the tenders is still falling.
The reason is very simple: For many companies, it is still difficult to specifically address and trigger candidates.
But what exactly does that mean?
When I talk about “specific content,” I mean content that is directly tailored to the target candidate. That means it's not just about formulating benefits or how great the working environment and colleagues are. It is about understanding your target candidates in depth and drawing the right conclusions from them. With target-candidate-specific addresses, applicants are picked up perfectly, which results in a higher application rate.
Many companies only scratch the surface when it comes to the right approach. Even though with Employer Branding great benefits for new employees have been worked out, not everyone wants a gym membership or a business car. After all, there are also those who like to train at home or go to work by bike instead of the car.
With these two simple examples, you can already see that not every advantage can be directed at every applicant. To get a better understanding of your own target candidates, ask yourself the following questions:
Well, started to ponder a bit already? That's a good thing!
Only if you manage to address candidates on a personal and emotional level do you have a chance of winning them over to your company. Write down everything you know about your target candidates in advance. The so-called candidate personas help you to better understand your target candidates and to derive the right measures from them. A good template for creating candidate personas provides Personio.
Everyone has their own motives, values and visions when it comes to finding the right employer. If we as a company can meet these requirements, we have a real chance of a full inbox with applications.
A 35-year-old mother lives with her husband and their 3-year-old son in the countryside in a beautiful house with a garden. Since her son is now in kindergarten, she would like to return to working part-time as a social media manager Start and apply.
What is important to a mother when returning to work?
It doesn't always take 26 benefits to be dismissed in a job ad. 3-4 benefits, tailored to the applicant, are sufficient.
A 22-year-old has just finished his studies. Since he now wants to fully immerse himself in life, he moves to the big city, where he wants to meet new people and prove and develop himself as a software developer in an innovative company.
What is important to the young developer when starting their professional life?
This job profile requires completely different benefits than those mentioned in Melanie's example. Working from home can of course also be important here, but it is not as important.
Now that you've worked out your candidate personas and target-candidate-specific job advertisements, the last step is to communicate the right message using a suitable format. Texts with pictures are suitable for this, or of course a Job ads video, because this allows the job ad to be transported in an emotional way, for example via a Facebook ad.
The identity of the company and the benefits for certain groups of employees can be communicated personally and approachably via a video. A video is already a big advantage in an authentic address from future employees, this paired with the sound of a voice and moving facial expressions, opens the way to good applicants.
Keyword: emotionality.
No one wants to work with or for unknown faces in a large office. But anyone who already knows which colleagues he or she is dealing with and what the future manager thinks and sounds like feels much closer to the company, right? In the same way, a guided tour of the building, more simply, credibly and more likeable, can represent what the working environment can be like than a lengthy job advertisement with all benefits.
More ideas for Recruiting videos, which you can easily implement, can be found in our free white paper “Success with short videos”.
Sample video: Job ads Video from our marketing team 😍
Success with short videos
For cool video ideas that you can easily implement yourself, feel free to take a look at our white paper. Here is a detailed collection of topics for your marketing goals.
Although salary is still important for employees, it is no longer the first priority. Experiencing appreciation, working in a supportive environment and the fact that there is a collective are more important points.
As far as the application process is concerned, creating trust and building a relationship between applicants and companies is essential for a positive Candidate Experience. At the same time, corporate culture and the desire for a personal fit with the corporate culture are becoming increasingly important. Candidates today expect the shortest possible processing time for their application and require well-founded information about the job they are looking for. You require transparency throughout the application process and would like to have a personal contact person.
Sample video: Personal video invitation to an initial meeting from our co-founder Neele
Direct measures such as job advertisements, social media posts or advertisements are the tools that produce direct results. However, with poor and non-target candidate-specific content, the results are often lacking or unsatisfactory. Anyone who positions themselves as an attractive employer and knows exactly what applicants want will become the recruiting game rock like The Beatles did the stages in the 1960s.
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