Author: Kurt Schauer
The labor market has shifted in recent years from an employer’s market to an employee’s market. Whereas employers used to be able to select those from a pool of qualified employees who best matched their expectations, this relationship has now been reversed. Today, it is the employees who choose the companies with which they can most closely identify and which are particularly convincing in terms of employer attractiveness.
A growing number of companies are now confronted with an increasing shortage of skilled workers. To counteract this, many companies rely on employer branding to increase their attractiveness as an employer and attract skilled workers. The development has now even progressed to the point that companies have to apply to employees. What exactly is meant by reverse recruiting and what components it consists of will be explained in more detail here.
What is Reverse Recruiting?
The term „reverse recruiting“ translates roughly as „reversed application process.“ As the name already suggests, in this case it is no longer the applicants who approach companies and apply for a position, but rather the companies that apply to potential employees. This trend is proving very successful, as companies can use it to specifically address and win over their desired candidates.
The difference from the classic application process
The procedure for both variants is very similar. In both cases, the first step is taken by the employer.
The most well-known method is the classic application process. In this process, potential candidates apply for an advertised position, thereby expressing their interest in the job offer. In the next step, the application documents are reviewed and interviews are conducted. Finally, the employer decides on the hiring of suitable candidates.
In reverse recruiting, the process is different. All steps that are carried out by the applicant in the classic application process are now taken over by the company. The company creates a kind of „application portfolio“ with comprehensive information about itself and actively applies to potential candidates.
For these purposes, special platforms have even been created. Companies have the opportunity there to create their own profile and store all relevant information and requirements. Potential candidates, in turn, can create their profile with diverse data, experiences, qualifications, and wishes. They can provide information on salary, working hours, and the benefits they expect from a company. If this information matches the companies‘ requirements, the companies contact the candidates.
Many of these platforms also offer special settings that facilitate targeted contact. Candidates can, for example, specify which companies they do not wish to be contacted by, so that certain companies are excluded from the outset.
How does the company make contact?
Once a candidate has aroused a company’s interest, the application process can be initiated. The potential candidate is then sent detailed information about the open position. This information can be provided either by email or via the „Apply“ button that is available on many of these platforms. The process is similar to the classic application procedure, but with the difference that the contact is initiated by the company.
When making contact, the company should carefully consider its approach. The goal is to convincingly market employer attractiveness. The potential applicant must be convinced of the company culture, values, and services offered. Ultimately, the applicant should be able to identify with the company.
It has long been a fact that applicants no longer choose a company solely based on an attractive salary and exciting challenges. Today, many other factors play a role. A company that offers its employees additional benefits, further training, career opportunities, and a clear value orientation alongside an attractive salary has a decisive competitive advantage. Furthermore, it is important how this information is effectively marketed.
The cover letter represents an essential cornerstone for a successful application to a company. In reverse recruiting, this aspect is also of particular importance. Companies should refrain from writing mass emails and sending them to a large number of candidates. An individual cover letter for each potential candidate is essential. With mass emails, there is a risk that the candidate gains the impression that the company does not care which applicant is ultimately hired. If the impression arises that the company’s interest is low, the candidate might fear that this will also be the case in everyday work. The result could be that the potential candidate expresses no interest in the company.
With an individual cover letter, it is important to address the specific qualifications and experiences of the respective candidate. The employer should relate the candidate’s qualifications and experiences to their own expectations and goals. Aspects such as the expected salary, social benefits, or additional benefits should also be mentioned in the cover letter to pique the candidate’s interest. The more detailed and personalized the cover letter is, the higher the probability of receiving a positive response.
A classic job advertisement is no longer sufficient today. Social networks clearly show how inventive videos can attract the interest of candidates. Often, the existing workforce is also involved. Such videos and visual materials should also be included when contacting potential candidates. If companies already have such employer branding job advertisements, these should definitely be integrated into the application. However, a simple link alone is not enough to convince a candidate.
When a potential candidate applies to a company, they will not only list their experience but also highlight their qualifications and attach relevant proofs. Similarly, companies should ensure that they present their qualities and advantages convincingly when addressing candidates.
Where can companies find suitable candidates?
There are now many different platforms on the market where employers and employees can find each other. One such platform is Honeypot, for example, which was founded in Berlin. On this platform, profiles can be stored and settings can be made to achieve the best possible matches. In addition to these specialized platforms, social media platforms are, of course, also suitable for approaching potential candidates.
Business platforms such as Xing and LinkedIn, in particular, have proven to be extremely successful in the past. On these platforms, candidates can create a profile with their experience, wishes, and qualifications. It is not without reason that these platforms are often used by headhunters to find suitable candidates for companies. Companies also have the opportunity to directly approach potential candidates if they fit the company culture.
How can candidates be convinced?
As with customer acquisition, marketing plays a crucial role in recruiting. Before making contact or selecting potential candidates, companies must deal in detail with their target group. It is important to develop a precise picture of the desired candidate in order to be able to approach applicants in a targeted manner later on. As a company, you should always ask yourself: What qualifications should the candidate bring? What personality should they have? What values and ideas shape their life, and how do they bring these into their daily work? What needs does your target group have (e.g., flexible working hours, work-life balance, sustainability)?
Especially in connection with employer branding, these aspects are becoming increasingly important:
- Further training
- Flexible working hours
- Sustainability
- Environmental awareness
- Health (nutrition, yoga programs, etc.)
- Home Office
- Company Culture
- Bonuses and Subsidies
- Non-cash Benefits (Childcare services, company cars, discounts at fitness centers or for public transport)
Do you already know our employee funnels?
Click through the sample funnel and see for yourself how easy the application process is.
Conclusion:
The labor market has evolved into an employee market, posing significant challenges for many companies. The shortage of skilled workers, in particular, represents a considerable problem. To counteract this shortage, a new trend has emerged: reverse recruiting.
In this approach, it is no longer employees who apply for advertised positions, but rather companies actively approach potential candidates and, in effect, apply to the skilled workers. Numerous platforms have been created to facilitate this process. Social platforms are also excellently suited for achieving the best possible matches. A recruiting funnel is particularly effective for reaching young target groups on social platforms.
Further information on employee funnels can be found here or in the blog post under „Recruiting Funnel“.
Do you have questions?
Kurt Schauer
Managing Director
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