To achieve a fast growth, it was imperative for DPA Professionals to attract the right talent. There was a need of a powerful brand identity and recruiting high quality candidates.
Departments were responsible for their own digital expressions and did not use a consistent social media strategy. Because of this segmented approach, costs were high and impact remained relatively small. Opportunities for sharing knowledge were missed, both within the organization as externally online. Moreover, there was a desire to improve skills of employees in the field of online and social marketing.
Shapers with skills related to user experience design, social media marketing and digital project management researched the customer journey and composed personas of target audiences. A content marketing plan was created and implemented. Based on data analyses, the influence of various online channels and behavior has been studied and was optimized continuously. In cooperation with management and internal ambassadors, business units were trained on digital skills. This resulted in employees telling their story online and an improvement in internal collaboration. Together we have made choices concerning the implementation of software, started using LinkedIn tools, and a new recruitment website.
Using powerful corporate storytelling, DPA Professionals has created a more personal, more approachable and more professional appearance online. This has resulted in a significant growth in the conversion of social channels. Starting from zero, within a year a large percentage of new talent inflow converted from own online channels. Moreover, a significant increase in website traffic was realized. The organization now has an appealing online identity and is also very successful offline: the new #kennisenkunde sessions to attract talent, inspire them with thought leadership, and create a community, have grown out to a continuous and well-known activity of DPA Professionals.
In order to attract the best new talent, we have to be where our future professionals are. Thanks to Digital Shapers we know which social media strategy works the best for us, and how we can utilize online channels to improve our recruitment process. We have been building a strong and interactive online brand.