Create an authentic corporate image
Posted: Mon Dec 23, 2024 5:26 am
Applying for a job is not something people do just like that. It means taking a big step towards a new long-term plan. As an employer, it is difficult to receive enough applications, especially in a tight labour market. Increasing the percentage of website visitors who apply (the application ratio) is therefore not easy. Yet we succeeded. How did we do it? In this article I will share our most important learnings with you.
Let's start with the obvious. Everything starts with an authentic corporate image. The more authentic and honest your story to the outside world, the better applicants can form a (positive) image of your company.
Many companies get stuck in what they do. But it is much more important that you tell why you do what you do. Show yourself! In the storytelling era we live in, combined with the tight labor market of today, telling a strong, distinctive story is essential. This not only helps to increase the number of applicants, but also ensures higher quality. The higher educated the candidates, the more value they attach to, for example, the company culture. In addition, with more applicants you have a larger group to choose the best candidate from. How do you do that? How do you ensure that your story makes your application ratio go through the roof?
Think differently
Let go of two stubborn, hong kong mailing database ingrained habits. It's time to think the other way around:
Authenticity: from 'who do I want to be?' to 'who am I?'
Focus: from ' what do I want to show you?' to ' what would you like to see?'
From 'What' to 'Why'
There is a good chance that your manager still thinks traditionally. And that he/she focuses on KPIs, such as the application ratio. So you need strong arguments to convince him/her to switch from 'what' to 'why'. And that this is ultimately good for the application ratio. No problem. We will take care of that.
Although the focus is on your story (your 'why'), you ultimately want the highest possible application ratio. Conversion, that is. To achieve this, you must do everything you can during the application process to inspire and unburden potential candidates. Fortunately, there are many studies online about conversion factors. Although many of these studies focus on webshops and B2B sales, most principles can also be applied to recruitment.
5 conversion factors
Based on those studies, and my own interpretation, you look at the following five factors.
Let's start with the obvious. Everything starts with an authentic corporate image. The more authentic and honest your story to the outside world, the better applicants can form a (positive) image of your company.
Many companies get stuck in what they do. But it is much more important that you tell why you do what you do. Show yourself! In the storytelling era we live in, combined with the tight labor market of today, telling a strong, distinctive story is essential. This not only helps to increase the number of applicants, but also ensures higher quality. The higher educated the candidates, the more value they attach to, for example, the company culture. In addition, with more applicants you have a larger group to choose the best candidate from. How do you do that? How do you ensure that your story makes your application ratio go through the roof?
Think differently
Let go of two stubborn, hong kong mailing database ingrained habits. It's time to think the other way around:
Authenticity: from 'who do I want to be?' to 'who am I?'
Focus: from ' what do I want to show you?' to ' what would you like to see?'
From 'What' to 'Why'
There is a good chance that your manager still thinks traditionally. And that he/she focuses on KPIs, such as the application ratio. So you need strong arguments to convince him/her to switch from 'what' to 'why'. And that this is ultimately good for the application ratio. No problem. We will take care of that.
Although the focus is on your story (your 'why'), you ultimately want the highest possible application ratio. Conversion, that is. To achieve this, you must do everything you can during the application process to inspire and unburden potential candidates. Fortunately, there are many studies online about conversion factors. Although many of these studies focus on webshops and B2B sales, most principles can also be applied to recruitment.
5 conversion factors
Based on those studies, and my own interpretation, you look at the following five factors.