The problem was reaching the best candidates. Boliden is a large company that operates in a global market where the need for very specific skills is acute. They have a high recruitment rate and are constantly in search of new talent in many different professions. Finding these candidates is not always the easiest of tasks, and Boliden's recruitment difficulties became increasingly apparent a couple of years ago.
At that time, Boliden advertised on job boards, and in local newspapers, which started to feel ineffective and out-dated. The recruitment process was slow because not many candidates applied and of those that did, the quality was lacking in many cases. It took too long from recruiting to employment. Another obvious problem was that young talent was difficult to reach through traditional media.
In short, for Boliden to be able to find the best talent, a change was required in their recruitment strategy and that was when they turned to Jobtip!
One of Boliden's biggest problems was finding candidates with a certain level of education who also had the right skills in their industry. They explained that the biggest difference they noticed since they started using Jobtip Social Recruiting campaigns through social media is the quality of candidates.
Before Boliden chose to make Jobtip's recruitment tools an important part of their recruitment strategy, other competing companies were tested. They tell of the crucial situation that made Jobtip for the obvious choice;
At one point they went out with a hard-to-fill position with another company and the results were simply not satisfactory. They failed to deliver enough relevant candidates and the position was left unfilled. Just after this failed process, they tested Jobtip's recruitment tools with exactly the same position and the number of relevant candidates increased by over 600%. The tough position was filled - all’s well that ends well!
Because Boliden previously advertised in local newspapers, their ad exposure was very broad, without actually controlling who actually saw the ad. Another problem was that the advertisement went out locally in the place where the positions were located, even though the competence was often found in major cities where the universities are located. Through Jobtip's advanced technical platform, combined with skilled digital marketing staff, Boliden's recruitment ads were targeted at specific competencies, universities, and geographical locations. This way, one could reach the right candidates with the right profile - even for the more advanced positions like engineers and management positions.
This is precisely the purpose of Jobtip's proprietary recruitment tools - to focus on reaching the right candidates with the desired skills and profile, rather than reaching as many people as possible.
Simply put - Quality over quantity when it comes to candidates.
Boliden's job advertisements had long been standardized, which meant using a template and then plugging in a requirement specification for the particular position. The benefits of Boliden as an employer were not emphasized. Instead, the job advertisements consisted of uniform texts and exclusionary lists.
With tough competition for limited talent available on the market, it was very important for Boliden to distinguish itself as an attractive employer. It is no longer sufficient to list exactly what an employer wants and needs - but rather about the ability to highlight what's on offer, what is exciting and attractive about the position and other aspects that are attractive to both active and passive job seekers.
Here, there was a space to improve job ads by offering material written by skilled copywriters who have read thousands of job ads and know what works depending on which profession you want to attract. Engineers and mechanics choose their workplace for different reasons, so it's important to focus on the right things when writing job ads.
Research and Audience Analysis Based on the position's work and requirements description, a thorough audience analysis to map the potential candidates’ profile was created.
Change of focus From what Boliden wants / needs from the candidate to what Boliden has to offer the right candidate.
Target Group Customization What information was included was based on the specific position and what was relevant to that current target audience (who Boliden actually wanted to reach and attract!).
Changes in Structure (1) Benefits of the service, and an appealing description of the workplace, were placed in the introduction of the text (2) Requirements lists were placed at the end of the text.
Tonality Shifting away from a dry and excluding tone to a positive, inclusive, and more engaging tonality.
Headline Creation Interest-generating headlines were created in order to capture the candidate's attention quickly without having to read the entire text.
Boliden is a company operating in places that are relatively remote. To get highly educated candidates to relocate, the ability to explain why it is worth relocating is a decisive factor. By identifying the greatest benefits of the position, understanding what is appealing to the targeted group, and then writing an engaging job advertisement, Jobtip has helped Boliden to present itself as a more attractive employer.
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