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Recruiting IT talent takes creativity

Recruiting IT professionals can be a difficult and time-consuming job. These professionals are scarce, and often unreachable through the traditional channels. Attracting IT talent demands a different approach. 

Post & pray? 

Many employers active in IT will post an ad on a job board and simply hope for the best. This method – also known as post & pray – works for many employers, but is less successful for recruiting IT staff. In 2015, the shortage of IT professionals in the Netherlands is between 8,600 and 16,000. The demand by far outstrips supply of a group that’s difficult to win over.

Job marketing 

Recruitment campaign agency, Adver-Online uses an innovative and cost-effective way to recruit IT talent. For the past six months, Adver-Online has been offering support with job marketing campaigns. In short, this means recruiting candidates with a marketing hat on. These job marketing campaigns have proven successful for many IT companies. But what is it about this new technique that works so well?

Needle in a haystack

Rather than post a job ad alongside thousands of other job ads on a crowded job board, Adver-Online creates a vacancy site for 1 vacancy. This landing page – also known as a destination page or action page – is a page where visitors ‘land’ having come through an online or offline campaign. This may be through a click on a banner, newsletter, search engine advertisement or via a special promotional URL in the case of offline communication. Essentially, it is one website dedicated to one vacancy.

Why are landing pages so successful?

Firstly, a landing page used in conjunction with job marketing gets noticed more. It’s new and different. There’s no standard layout to adhere to and you can make much more use of imagery. The freedom in design makes your job ad more visual and attractive, which is rarely an option with job posting sites. Secondly, Google optimisation is incredibly high: the entire website has indeed been built to publicise that one job. Instead of optimising a single website (i.e. a job site) for thousands of vacancies, you’re only optimising for one sole vacancy.

The result?

Your vacancy is easier to find. Plus, a higher percentage of people will apply for the vacancy. This is all due to the page being optimised. The ‘apply’ button is strategically placed and much more prevalent, the number of fields to fill in are fewer, and the job ad is more visual and easier to read. What’s more, you can very specifically direct traffic from all kinds of sources to the page through, for example, SEA, SEO, mailings, advertisements and bannering. You have far more control over who visits your vacancy page.

Are landing pages the future?

A difficult question to answer. But for many Adver-Online clients, landing pages have proven a success. A website dedicated to one vacancy. When developing a good landing page, Adver-Online abides by these ten 10 golden rules:

  1. The objective of the campaign must be measurable.
  2. The page must be linked to the right website.
  3. First impressions matter.
  4. Visitors should be minimally distracted: it takes visitors a fraction of a second to decide whether or not the page is consistent with the campaign by which he or she was triggered. If not, they’ll be gone in a flash.
  5. The landing page should be consistent with the actual website.
  6. A prominent call-to-action: the entire page should point towards that one prominent button the website was created for in the first place – the ‘apply’ or ‘more info’ button.
  7. Deliver on your promise. If you promise a certain action, make sure that’s what is delivered. The landing page should be aligned with your promises and campaign feel.
  8. Short and snappy. Use short, active sentences. Use bullet points to summarise and use headers and different formatting on text that needs to stand out.
  9. Incite trust with the information on your landing page.
  10. Measure and improve continually. We use A/B testing and other tools to optimise pages on an ongoing basis.
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