Author: Kurt Schauer
In recent years, the job market has changed from an employer market to an employee market. While employers used to be able to select from a pool of qualified employees those who best matched their requirements, this relationship has now been reversed. Today, it is the employees who choose the companies with which they can most identify and which are particularly attractive as employers.
A growing number of companies are now faced with a growing shortage of skilled workers. To counteract this, many companies are using employer branding to increase their attractiveness as employers and attract skilled workers. This trend has now even gone so far 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" means something like "reverse application process." As the name suggests, in this case it is no longer the applicants who approach companies and apply for a position, but the companies who apply to potential employees. This trend is proving to be very successful, as companies can use it to specifically target their desired candidates and win them over.
The difference to the classic application process
The procedure for both variants is very similar. In both cases, the first step comes from the employer.
The most well-known method is the classic application 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 the most suitable candidates.
In reverse recruiting, the process is different. All the steps that are typically taken by the applicant in a traditional application process are now handled by the company. The company creates a kind of "application portfolio" with comprehensive information about itself and actively approaches potential candidates.
Special platforms have even been created for this purpose. Companies can create their own profiles there and enter all relevant information and requirements. Potential candidates, in turn, can create their own profiles with a wide range of data, experience, qualifications, and preferences. They can specify their salary expectations, working hours , and the benefits they expect from a company. If this information matches the companies' requirements, the companies will contact the candidates.
Many of these platforms also offer special settings that make it easier to make targeted contact. For example, candidates can specify which companies they do not want to be contacted by, so that certain companies are excluded from the outset.
How does the company contact you?
If a candidate has aroused the interest of a company, the application process can be initiated. The potential candidate is then sent detailed information about the vacant 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 process, but with the difference that the company initiates contact.
When making initial contact, the company should carefully consider its approach. The goal is to effectively market its attractiveness as an employer. The potential applicant must be convinced by the company culture, its values, and the benefits offered . Ultimately, the applicant should be able to identify with the company.
It's a well-established fact that job seekers no longer choose a company solely based on an attractive salary and exciting challenges. Many other factors now play a role. A company that offers its employees not only an attractive salary but also additional benefits, professional development opportunities, career advancement prospects, and a clear set of values has a decisive competitive advantage . Furthermore, the effective communication of this information is crucial.
The cover letter is a crucial foundation for a successful application to a company. This aspect is also of particular importance in reverse recruiting. Companies should refrain from sending mass emails 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 will get the impression that the company doesn't 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 day-to-day work. The result could be that the potential candidate expresses no interest in the company.
When writing a personalized cover letter, it's crucial to address the specific qualifications and experience of each candidate. The employer should connect the candidate's qualifications and experience to their own expectations and goals. Aspects such as the expected salary, benefits, and additional perks should also be mentioned in the cover letter to pique the candidate's interest. The more detailed and personalized the cover letter, the higher the likelihood of receiving a positive response.
A traditional job advertisement is no longer sufficient these days. Social media clearly demonstrates how creative videos can spark candidates' interest . Often, existing staff are also involved. Such videos and images should be included when contacting potential candidates. If companies already have such employer branding job postings , these should definitely be incorporated 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 supporting evidence. Similarly, when approaching candidates, companies should take care to present their qualities and advantages in a convincing way.
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, which was founded in Berlin. On this platform, profiles can be created and settings adjusted to achieve the best possible matches. In addition to these specialized platforms, social media platforms are also a good option for approaching potential candidates.
Business platforms like Xing and LinkedIn have proven particularly successful in the past. On these platforms, candidates can create a profile detailing their experience, preferences, and qualifications . It's no wonder that headhunters frequently use these platforms to find suitable candidates for companies. Companies, too, can use them to directly approach potential candidates who are a good fit for their corporate 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 thoroughly understand their target group . It's essential to develop a precise profile of the ideal candidate in order to approach applicants effectively later. As a company, you should constantly ask yourself: What qualifications should the candidate possess? What kind of personality should they have? What values and beliefs shape their life, and how do they apply these in 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 developments
- Flexible working hours
- Sustainability
- Environmental awareness
- Health (nutrition, yoga programs, etc.)
- Home Office
- Corporate Culture
- bonuses and subsidies
- Material benefits (childcare, company cars, discounts at the fitness center or in transport)
Do you already know our employee funnel?
Click through the example funnel and test for yourself how easy the application process is.
And finally ...
The labor market has developed into an employee market, which presents major challenges for many companies. The shortage of skilled workers is a particularly significant problem. To counteract this shortage, a new trend has emerged: reverse recruiting.
It is no longer the employees who apply for advertised positions, but the companies actively approach potential candidates and practically apply to the skilled workers. Numerous platforms have been created to facilitate this process. Social platforms are also ideal for achieving the best possible matches. A recruiting funnel is particularly well suited to reaching young target groups on social platforms.
You can find more information about employee funnels here or in the blog post under “Recruiting Funnel”.
Any questions?
Kurt Schauer
Managing Director
Related Articles
Leadinfo – your website information
The lead generation software comes from the Netherlands and now offers more than 11.000 companies the opportunity to generate visitors...
Social Media for Business
Social media is essential to reach customers and present yourself as an attractive and useful company on well-known platforms.
Google Analytics conversion
Find out what advantages you can take advantage of the new features and how you can make the change step by step.