Useful insights from the Digimeter for your employer marketing

In terms of offline media, TV still appears relevant to reach more experienced profiles. For example, 51% of 45 to 54-year-olds and 64% of 55 to 64-year-olds still watch live TV daily. Radio is also popular with this target group: 68% of 45- to 54-year-olds and 76% of 55- to 64-year-olds still listen to it every day. Despite platforms such as Spotify or YouTube Music, even 61% of 35- to 44-year-olds still turn on the radio daily.

An important note about these traditional media is the higher cost. But for this target group, of course, they are effective. In addition, you can't target profiles, but you reach an enormously broad audience. So ideally, you yourself are looking for diverse candidates.

So for large companies with sufficient budget and varied vacancies, an offline campaign, in addition to an online counterpart, can certainly be interesting. For companies with a marketing budget of less than 100,000 euros, it is more useful to go for a digital strategy.

On online media, video is increasingly taking over, both on social media and on streaming and broadcasting platforms. Compared to static images, video allows you to convey more information, do storytelling and create more engagement. So it's ideal for showing who you are as a company or exactly what a particular job entails.

Facebook, Instagram and TikTok are the platforms to reach young profiles up to 34 years old. Of 18- to 24-year-olds, 78%, 85% and 61% respectively use these channels on a weekly basis. For 25- to 34-year-olds, the figures are 76%, 69% and 26%. 35+ people are also active on Facebook and Instagram, but they are less triggered by videos. So you reach this target group faster with image ads. For Linkedin, the figures for all age categories are between 15% and 20%. So here you definitely have a chance to reach the right profiles with a recruitment or employer branding campaign.

As mentioned earlier, the big advantage of advertising on social media is the lower cost of a campaign. The downside, in turn, is that on Facebook and Instagram you can sometimes find it difficult to target specific profiles within an industry. Medical professions are a good example of this.

With the increasing popularity of streaming and broadcasting platforms, these channels are also useful for positioning yourself as a business. For example, 47% to 54% of the age groups between 18 and 44 use VRT MAX and VTM GO, and 34% to 43% use GoPlay. So, just as on social media, you can use video to put your company or jobs in the spotlight.

In addition to video, there is also audio. Spotify, YouTube Music and podcasts are useful for reaching 18- to 34-year-olds, although the latter is also becoming more popular with 35- to 54-year-olds. Spotify and YouTube Music's advertising options are especially interesting for smaller businesses, since you don't have to invest a large sum of money all at once.

Podcasts can be used in 2 ways. Either create audio ads or engage a content creator to talk about your business. The big advantage of a podcast is the high engagement. You reach profiles with a specific interest that matches your activities as a company or vision as an employer. For example, you can advertise in a podcast about mental wellness to make it clear that you are committed to this.

From newspapers and magazines to TV and radio to online media: the channels for recruiting have changed significantly in recent years. And they are going to continue to do so. So be alert and explore new opportunities as they arise. Also regularly review your campaign statistics, such as cost per view, click and applicant, by channel. Adjust where necessary and keep working on a smart combination of channels. We are happy to help you make the right choices.