/ Our approach
How we approach recruitment marketing
Four steps, from passive candidate to new colleague. The recruiting we do in collaboration with Active Talent.
- Art of Advertising
Campaign
We run a campaign aimed at passive candidates, with real colleagues in the picture.
- With Active Talent
Follow-up calls
We call every response and link it back to the campaign.
- With Active Talent
First selection
We make the first selection based on your criteria.
- At your company
Interview at your company
Suitable candidates come to you for an interview.
/ In practice
Several new colleagues hired
Klimaatgroep Holland had more work than its team could handle. With recruitment marketing on Meta and Active Talent, they keep finding new colleagues.
- Vacancy campaigns on Meta
- Capacity to keep up with growth
- Several new colleagues hired, and it keeps going
/ Review
“What really sets AOA apart for us is their clarity in communication: they make exactly clear what they do and actively take you along in the whole process and the next steps.”
Jojanneke WolthofMarketing manager, Templari BeneluxHow the collaboration works
You have one point of contact. We build and run the campaigns and create the visuals with your colleagues. We call every response through Active Talent, make the first selection and report per campaign which candidates came out of it. Suitable candidates come to you for an interview.
From you we need a clear profile, colleagues who are willing to be in the picture, and feedback on who was hired. We work closely together on the follow-up: we keep you informed about every candidate and adjust the campaigns based on what the conversations deliver.
/ Contact
Get in touch
Tell us who you are looking for and how often. We get back to you within one working day and look together at whether a campaign reaches the right people.
A no-obligation introduction
* required field
/ Coehoornsingel 117, Groningen
/ FAQ
Questions about recruitment marketing
What does a recruitment marketer do?
A recruitment marketer builds the campaigns an employer uses to reach candidates: the profile of the ideal candidate, the audience on Meta and LinkedIn, the copy and visuals, and the measurement of what each campaign delivered. The work resembles that of a marketer, with the candidate as the buyer and the recruiter as sales.
How do you measure whether recruitment marketing works?
You measure recruitment marketing on conversations with the recruiter and on who eventually starts, per campaign. Counting applications says little if most applicants do not fit. That is why we link every response to the campaign it came from, so you can see which message and which channel produced candidates who were hired.
What does a recruitment marketing programme cost?
A recruitment marketing programme costs the advertising budget plus the work to build and run the campaigns. The recruiting itself, through Active Talent or your own recruiter, is separate. What makes sense depends on how many colleagues you are looking for, how scarce the field is and whether you are already known as an employer. In an introduction we work it out together.
Which channels do the campaigns run on?
Usually on Meta (Facebook and Instagram) and LinkedIn, because that is where you reach candidates who are not actively looking. Which channel weighs most depends on the field: for technicians and production staff Meta usually works better, for engineers and office roles LinkedIn. Sometimes we also use TikTok, when the vacancy and the audience fit that platform.
Is recruitment marketing only for large companies?
No. It works precisely for companies looking for several people in a field with little supply, regardless of size. What you need is a clear profile, colleagues willing to be in the picture and someone who picks up responses quickly.
What do you need from us?
A clear profile of the candidate, a few colleagues willing to be in the picture for photo or video, and feedback on who was hired. The rest, from audience to follow-up calls and first selection, is on us.
What is recruitment marketing?
Recruitment marketing is everything you do to let the right candidates know you exist, before they apply. A recruitment marketing agency builds the campaigns, picks the audience and makes sure the vacancy lands with people who fit, not with everyone who happens to be searching.
The candidate you want usually has a job already. They do not browse job boards and do not respond to a vacancy text. They respond to an employer they recognise. That is employer branding with a purpose: recognition among exactly the people you are looking for, not among everyone.
That is why recruiting looks like marketing:
- The audience is small and specific, so a broad campaign pays for people who will never fit.
- The decision takes long, because nobody quits their job after one ad.
- Several people weigh in, at home and at work.
That is why we treat a vacancy as a campaign with a different buyer, with the recruiter in the role of sales. In our campaigns we see that the candidate who eventually starts rarely responded to the first ad; they had seen the employer pass by a few times already. The same recognition you build with customers through demand generation works with candidates.