An applicant-based recruiting strategy

Yes, you have a job now. Yes, it’s okay: your colleagues, your boss, your pay check. Yes, it is a bit far from home en yes, you loath public transport. But you can’t have it all, right?

So yes, you browse the job ad section of your newspaper regularly and now and then, you might even glance at a job site. But every interesting job seems as can’t-have-it-all as yours. So you stay, you browse a little, glance a little… and eventually: stay. You are what the job market calls a latent job-seeker. You consider changing jobs but end up every Monday on that same seat, in that very same firm.

According to a Dutch national enquiry about the job market, such latent job-seekers make up 65,3% of the employees. They enlarge the job market considerably from what we see in newspapers and on websites. That implies that employers’ strategies to attract new applicants should be adapted.

A business can try to get itself noticed differently in the already used media. Applicant-addressing taglines now only occur in job ads. Why not use them in advertising also? But of course, not every company advertises for the B2C sectors. The most obvious solution is spreading your ads in your suppliers’ and buyers’ firms. But they won’t appreciate that, oh no.

So let’s take a look at other recruiting media to reach potential applicants. A firm may for instance involve current employees by stimulating them to spread the word. It is, after all, to their advantage when a new employee comes to lighten their burden.

In other words: businesses’ social networks can be put into action consistenly to recruit new employees. Personal approaches have shown to work to persuade people. Remember your friend who tipped you on that small car dealer you didn’t think of when you were looking for a car that would fit your life? Remember that friendly shop girl that talked you into that wonderful dress, the one you got all those compliments about? The one you thought wouldn’t fit your complexion, yes.

Add a personal intermediary to your job ads, make sure they are well imformed and positive, work on a corporate culture open to applicants. Be sure to attract those latent job-seekers every other firm overlooks.


Source: “Te weinig aandacht voor latente werkzoekenden”, Metro, November 17 2009,  p. 11.


The Social Media Guru

Last week, the following Youtube video quickly went viral on the internet and made people talking on several advertising and marketing related blogs and websites.



In this sarcastic video, titled ‘The Social Media Guru’, we see a woman engaging a social media expert in the hopes of making her business an instant success. The hilarious dialogue between the two of them mocks the overload of self-proclaimed social media gurus who recently jumped on the current social media hype without relevant knowledge of the subject, nor experience, only to make quick money on behalf of unknowing people.

Freelance journalist Markham Nolan is the creator of the video. On his website he mentions that he made it in only a couple of minutes using Xtranormal video blogging technology. Afterwards, he posted the video on Youtube and made a Tweet about it on his Twitter account. People started clicking and the video went viral, having 25000 views in only two days. In a blogpost, Nolan explains his views on social media and why he thinks the video became so popular so quickly:


A lot of people claim that they know this guy. There is no actual guy, hes an amalgam of a hundred different half-assed guru-wannabes I’ve encountered online and in real life. For every one good guy, there seems to be ten cowboys.

The way the video has taken off reiterates its core message. Social media is, for the most part, free and easy to use. If you’re creative with your message, and you can put something together that strikes a universal chord, there’s every chance it will take off and give you coverage beyond your wildest dreams. When everyone’s using the same media, the message becomes all-important.

There are some ‘tricks’ to using social media to best effect, for sure, but there’s no magic circle who own the secrets. For the most part, using social media is the same as anything else – quality makes its mark. Practice makes perfect. Produce the goods and people will take notice. Have faith in your own ability and be prepared to get it wrong before you get it right. (If you need another paragraph of motivational buzzwords call your local social media guru. Please have your credit card details ready.)

Marketing insights for sale

Marketing renaissance 1For sale:
catchy buzz words, sale because of
purchase of new string of words.
Sound brandnew when used
by someone else.
Directions for use on demand,
0494 75 70 87


Marketing renaissance 2For sale:
Original AIDA-model, predecessor
of the AICDAS-model.
in good condition. Still
takes some people’s fancy.
0494 75 70 87

Are some marketing insights out of date?



These ads are part of a campaign for Marketing renaissance, a marketing congress.  It proves important insights can change and they do so very quickly in some fields. Part of those changes seem merely word games, but often a slight nuance is the occasion for change. Campaigns like these, among other things, bring to our notice that even the best marketing consultants need to stay alert to changes. And that might just happen to be the case for every function in an enterprise.

For those interested: the congress takes place in Ghent, at December 4th and 5th.
Source: De Standaard September 30th

A brainstorm

One blog, four students. Just met, studying Multilingual business communication at the Ghent University.

Brainstorming on this blog, about business communication and network sites. And most of all: in search of a genius internet start-up.