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Two of the most important KPIs for recruitment marketers are cost per lead and cost per hire. As Loraine Nijhuis of Appnormal, with a wink, explains: ‘In the end, you will be charged on the euros. It also looks at how much organic search traffic comes in via Google and the social media and what conversion ‘from visitor to lead’ this results in. So, how many registrations does this ultimately result in?

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Only the best candidates
But what matters in the end is, of course, the quality of the applications. Véronique Oonk-de Jong of Essent: ‘An important KPI for us is the number of candidates you send on to fill one vacancy. You should preferably keep these as low as possible. It is therefore a matter of determining the quality of the funnel.

Tools to achieve your goals
By knowing where your target group is and how to reach it, you increase the conversion rate of your campaign. Which tools are the best to use?

Advertising and measuring
To increase the conversion, advertisement on social media is of course used: Facebook, LinkedIn and job sites like Indeed. In addition, recruitment marketers use programs from Google – Trends, Optimize, Tag Manager, Data Studio and Analytics – to reach the target group, measure progress and adjust a campaign where necessary. And there are more programs that give recruiters insight. Meltwater filters the data from, for example, journalistic sources and social media posts to provide insight into your brand and that of your competitors. Programs such as Hotjar analyse the behaviour of the visitor on the site: can the candidate find what he is looking for?

In addition, a good Applicant Tracking System is indispensable, as the recruitment marketers agree. This optimises the recruitment process and improves the quality of applicants. In addition, a good ATS ensures a pleasant and effective application experience for the candidate.

Contact with your target group
To help the visitor in the search on the site, a chatbot helps. Kevin Verhaaf of Or-Quest: ‘We use a chatbot to allow our visitors to contact one of our recruiters in an accessible and fun way. This makes us available to our visitors 24 hours a day. Alexander Witschge of Stedin mentions his own employees as the most important ’tool’: ‘They tell the real story, know what ‘working for’ really is and are the best ambassadors. Involve the employees, provide training and enthusiasm, you can almost sit back and relax.

The future of Recruitment Marketing
With the rapid pace of change, there is a good chance that recruitment and the role of recruitment marketer will look very different in five years’ time. What are the expectations?

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Greater role for tech and candidate
Stephanie Steehouder of USG sees technology and data intelligence playing an even greater role in recruitment marketing in the future. But the candidate will also become more important, according to her: ‘Think of personalization in which relevant vacancies are shown per person. Or where the CV no longer needs to be uploaded, but the real competencies of a candidate are measured by means of assessments.

All marketers agree that there will be more transparent communication for vacancies: ‘I expect a lot of developments in the field of video, VR and AR, with a clear insight into a function, workplace and organisation.’. René Drummen of Brunel adds: ‘In five years’ time there will be more attention for automation via chatbots, video applications and smart personal landing pages. Aditech’s Bowy Dam also sees the recruitment process being further digitised. According to him, social recruiting via Whatsapp, Instagram or Messenger will become the norm. With big data, personalized vacancies can be created, based on online behaviour.

The computer as a recruiter
Tools that will take over the operational and administrative work, give recruiters more freedom to create value in personal contact, thinks Shervin Brandenburg of Mise en Place. Mitch Voskuilen of Mongroo also sees this shifting in the role of recruiters, but he goes one step further: ‘Of course, there may still be recruiters who conduct interviews, but in my opinion there is more role for the recruiter in getting to know a candidate. A selection interview can easily be conducted with a computer. After all, it is easier for the recruiter to analyse what kind of behaviour a person shows and whether this fits in with the job. Data analysts, data scientists and online marketers will ensure that the right candidates arrive.

Changes for the recruitment marketer
According to Maintec’s Yasar Erol, the role splits up: There will be hard-recruitment marketers who are purely data-minded. They will determine what the soft-recruitment marketers will use: