One of the largest energy companies in the Netherlands uses a metrics-driven approach to recruiting that reveals the importance of mobile optimization.
Essent serves 2.5 million consumers and businesses in the Netherlands and Belgium with gas, electricity and energy services. The company is part of RWE, an international energy group with 66,000 employees in Europe and a leading provider of renewable energy in the Netherlands. Across Europe, RWE supplies electricity and gas to more than 24 million customers.
In 2013, Essent’s annual turnover was €6.3 billion and at the end of the same year, the company employed more than 3,000 people. The team of Bjorn Luijters, Senior Recruiter & Recruitment Marketing Specialist RWE and Essent are tasked with hiring the best-fit candidates for various departments within their B2C and B2B divisions, including Consumer Operations, Formula Management, Marketing, Business Development and Innovation.
Finding innovative, high-quality candidates with Indeed
Fact-based and data driven business methods are as important as Innovation and quality at Essent. As a result, the company sets high standards for new employees. Luijters is continuously looking for talent — the competition is stiff and he needs effective sourcing solutions. “Previously, we used traditional media such as generic and specific job boards but we cannot find enough suitable candidates that way anymore, so we searched for channels that pay off and deliver both quantity and quality at a competitive cost per click and cost per applicant,” Luijters said. “You must be where people are finding jobs: search engines.”
In 2014, Essent exclusively relied on search engines and social media, and said goodbye to traditional recruiting media. This shift resulted in an 80% cost reduction, a big difference when dealing with yearly budgets.
“Amongst the paid channels Indeed stands at number one,” Luijters said. “Not only did we receive more applications than through any other channel, we also hired more people via Indeed, which means that we are reaching the right audience. And all that at a much lower cost.” Luijters’ recruitment strategy is based on campaigns, and on Indeed, Essent’s cost per resume for a human resources job was about €23 – 20-30% lower than what the company spends on Google ads.
Moreover, Luijters works closely with the Indeed team to quickly implement modifications at no additional cost. “I can tweak campaigns when necessary,” Luijters explained. “We have established a high-quality, reliable partnership with Indeed. There is peace of mind, and the product does what it should do – which is to convert.”
"Indeed's metrics helped us better understand where our candidates were coming from. This helped us reevaluate how much we were investing in mobile and guided our strategy toward solutions that would provide a smooth application process on mobile and desktop."Bjorn Luijters, Senior Recruiter & Recruitment Marketing Specialist, RWE/Essent
Reaching candidates on any device
Metrics drive Essent’s recruitment strategy. Luijters and his team measure everything and track the performance of each channel. Then they can make adjustments accordingly. The result is a data-driven approach allowing visibility into which channels candidates are using and whether they have been hired. In other words, truly fact-based recruitment.
The partnership with Indeed became integral to Essent’s process. When analysis from Indeed revealed that Essent was missing out on about 25% of its candidates because the company did not have a mobile apply process in place, Luijters and his team sought out a mobile solution.
“People research online and we lose them if they cannot apply directly,” Luijters said. “Indeed’s metrics helped us better understand where our candidates were coming from. This helped us reevaluate how much we were investing in mobile and guided our strategy toward solutions that would provide a smooth application process on mobile and desktop.”
With Indeed, Essent can now implement a mobile career site without any barriers – no ATS integration is needed. The mobile career site simply mirrors the desktop apply process the company already has in place, and makes it possible for candidates to search for and apply to jobs from their smartphones and tablets.