In a previous article, we described the advantage of focusing your recruitment efforts on latent job seekers. This allows you to quickly reach up to five times as many potential candidates, as opposed to focusing solely on active job seekers. In addition to addressing the target group of latent job seekers in different ways and through different channels, you also need to use a different message. To do this, you need to have a good understanding of the interests and needs of latent job seekers.
Stimulate curiosity
How often have you stopped to consider an advertisement, piece of information, or offer that you came across and weren't looking for at all at that moment? Right, often. Maybe even several times a day, without you even realizing it. That's because your curiosity is piqued by a message that is appealing to you.
By paying attention to the right words and images in your communications during your recruitment process, you too can spark the interest of potential candidates who are passively searching for a new job. But what messages should you use to do this? What appeals to this group of people? We'll tell you:
1. Understandable, accessible information
Put yourself in the shoes of latent job seekers. They are just people like you and me, but with different interests. Your interest is to fill a vacancy with a good candidate (preferably as soon as possible). Latent job seekers do not feel that urgency, so keep that in mind. The tone of your communication and messages for this target group should be such that you do not pressure them with your interests. Simply presenting them with a vacancy is therefore not the right approach.
Be patient and provide accessible information about your organization and work culture. Ensure that they can get to know your organization at their own pace and support them in their decision-making process.
2. Show ambition
Connect with your target group by focusing on shared ambitions. One of the reasons people are open to new jobs is because they want to grow and don't have that opportunity with their current employer. Or an employee may not (fully) identify with the ambitions of an organization: its mission, vision, goals, and social importance.
Encourage latent job seekers by providing information about the organization's growth and ambition and how this translates into opportunities for employees.
3. Core values and personality
People who are latently looking for work are constantly weighing up their options. On the one hand, they try to assess their own job and/or employer to determine the extent to which it (still) suits them. On the other hand, they also do this when considering possible alternatives. The most important thing here is that they reason from their own perspective: "What is really important to me?" "What suits me?" "Where will I feel most at home?" "Where can I build a lasting working relationship?"
In other words: a job and employer are assessed based on how well they match core values and personality. Information about work culture, norms and values within an organization, hierarchy, atmosphere, and management style are therefore very relevant in this decision-making process.
4. Real stories
Share stories from your actual employees with this target group. Let them talk about your organization and what it's like to be part of it. Share their stories in which commitment and pride are palpable. Latent job seekers are more sensitive to this because they can identify with these people. In addition, it is always best if you can have your own employees act as ambassadors, rather than the marketing department.
5. Distinctive character
Finally, latent job seekers benefit from information that is unique and distinctive to your organization. In this War on Talent, latent job seekers are also increasingly being approached by organizations looking for new colleagues. More than 30% of the Dutch working population is approached by recruiters or agencies at least once every quarter.
If you come up with the same or similar messages as your competitors, you will not stand out and your target group will not remember you. By emphasizing your USP (unique selling points) as an employer, you will attract attention and support latent job seekers with information to help them in their decision-making process.
With the right message, information, and tone of voice, you can encourage latent job seekers to join your organization. Invest in this and build your employer brand in this way. Your efforts will lead to an easier hiring process, but be aware of the timeline. Latent job seekers will need more time to take actual action, and the ROI of your campaign for this target group is difficult to measure. Often, your campaign can still bear fruit a year later! In the long term, it will certainly support your recruitment activities.
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