HR Marketing: What is everyone working on next?

HR Marketing: What is everyone working on next?

We asked two employer branding specialists. Both work at highly ranked companies in the area of HR Marketing.?They have a proven track record of making their employer branding more competitive. Have fun!

Interview 1: Célia Lenormand, Employer Brand Manager at Mazars

Thanks to the Social Media report, we have been able to identify different contents and formats that we share on our social media channels.

That was the case for our events calendar, or information about the recruitment process. We have therefore expanded our editorial line, and further structured our posting calendar.

On the career website and online application side, we carried out a project to completely overhaul our career site.

Information on the recruitment process, value-added content, advice to candidates but also jobmap, chatbot, CV matching, and search engine optimization.

All these functionalities have been integrated or are being developed on the site, to offer an ever more qualitative experience to our candidates.

Lastly, offering the opportunity to work remotely, which has become crucial in the search for employment, is also an optimization on which we are working.

Our goal is to provide a memorable candidate experience. For all of our channels (career website, social media, presence in the field, etc.), we are committed to putting ourselves in the shoes of our candidates or to listen to their direct feedback:

• What content would they like to have?
• What functionality do they expect to see at each stage of the application process?
• Did they find all the information they were looking for?

Beyond the qualitative feedback and actionable data we have been able to see the following improvements:

• +24% Instagram followers
• +50% career website traffic
• +50% visit time of our career website
• -90% bounce rate
• +20k applications since we relaunched the career website and the suppression of the candidate account to apply to a job.

Interview 2: Three insights from Alexander Hohaus, Manager Employer Branding, Gothaer.

Gothaer is one of the highest new entrants in the German Potentialpark ranking 2022. Alex has over 9 years of HR Marketing experience.

1. What are three things you are working on next?

1. A quick win: adding content to the career website - among others information about the application process or about diversity.
2. A medium-term change: we will be re-working our job search piece and the job postings.
3. A bigger change: in 2022 we are planning a complete overhaul of our career website.

Comment: we hear this a lot. Career websites and ATS are being relaunched left, right and center. Note how for Alex, re-working the job search and job ads is only a “medium-term change”.

2. The impact: How has something you worked on made a difference for your success?

One example is our whatchado project: the video testimonials that we produced with the help of whatchado not only give direct, authentic insight intos different roles at Gothaer. They also reveal different limitations that these jobs entail.

This is important because not every job is for every candidate. All this leads to a better match between applicants and jobs.

3. How are you using candidate market research?

Potentialpark's analysis has helped us to argue internally: why is a candidate-centric and modern career website an absolute must-have?

Secondly, the data shows us which content exactly is of significant importance to applicants. This helps us sharpen the scope of our projects and continuously improve and adapt what we do to what the talent market requires