S C R U B B I N G U P implementing uniform and integrated applicant management . The care specialist prioritised its new recruiting strategy right from the start . A crucial first step was the development of a high-reach positioning in order to make the care provider widely visible as an attractive and modern employer brand in the care sector . The newly developed digital setup now enables the group to have data to continuously improve its recruiting campaigns . The company can now precisely measure which campaigns are successful on which channel . This data-driven approach makes it possible to receive an increasing number of applications . The following measures were taken in detail to ensure that the application process was as targeted as possible at potential employees :
• Modernised website for higher conversion in the targeted audience . The company ' s advantages as an employer are now immediately apparent .
• Improved user-friendliness of the website : The nursing specialist ' s unique selling points are immediately apparent to potential applicants the first time they visit the website .
• Creation of a new , emotionally appealing and , above all , data-based design with a convincing imagery that runs through the entire brand communication and all digital channels .
• Uniform communication of the corporate culture , values and vision at all levels of presentation – right up to the design of online job advertisements .
• Creation of new digital contact points across various social channels , including the company website , in order to make the benefits visible to future Aiutanda employees as broadly as possible .
• Revision of the entire employer profile and its seamless integration into all communication , including the design of online job advertisements .
• Continuous development of recruiting campaigns based on current data analyses in order to continue to expand the pool of applicants reached .
Today , all HR processes are based on central HR structures and are seamlessly digitally integrated – from the first contact to the conclusion of the contract . This tailor-made application process is reflected in impressive success figures : the relaunch of the website led to an increase in website visits by 966 %. Through targeted employer branding , the number of qualified applications increased by 179 %.
Direct communication interface to the applicant pool
The focus of the new recruiting strategy was also on building a community on Facebook and Instagram in order to make the company known specifically on these channels . The community was able to be significantly expanded by creating and implementing target group-specific and visually striking social media campaigns . Nowadays , Aiutanda receives a significantly higher number of applications via these very channels through its social media activities . By optimising the careers page and using social media such as LinkedIn , Facebook and Instagram , a direct communication interface was created with potential applicants . Today , this forms the foundation for efficient applicant management , the success of which can also be proven quantitatively : By expanding the social media presence on Facebook and Instagram , the nursing specialist was able to gain almost 20,000 relevant new followers .
Flexible campaign alignment as a long-term success factor
The advantages of digital recruiting management become a ‘ game changer ’ in a highly competitive applicant market . Companies benefit from access to an expanded pool of applicants and can make themselves widely visible as an employer brand . Integrated and holistically digital applicant management is significantly more cost-effective in the long term than previous measures , as digital processes can be adapted to changing environmental conditions at any time in almost real time . Applicants also have the opportunity to actively track the progress of a recruiting process via digital platforms , which offers companies the opportunity to retain potential talent even during longer application phases . However , an unbeatable advantage is the ability to check digital recruiting measures at any time without much effort . Based on detailed data analysis , employers can continuously optimise their strategies and adapt them to the needs of their applicants . �
Dr Anja Konhäuser , Partner and Co-founder of the digitalisation consultancy OMMAX
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