Successful recruitment marketing for De Boterlap Groep

The challenge in hospitality The hospitality industry has been struggling with a tight labor market for years. During the corona crisis, demand for staff temporarily dropped as a result of lockdowns and other restrictions. But the shortage is back. The hospitality sector is characterized by high staff turnover, which means there's a constant demand for new employees. To stand out among all the hospitality businesses that are also looking for staff, it's important to run campaigns and make the step to applying as easy as possible.

The hospitality industry has been struggling with a tight labor market for years. During the corona crisis, demand for staff temporarily dropped as a result of lockdowns and other restrictions. But the shortage is back. The hospitality sector is characterized by high staff turnover, which means there's a constant demand for new employees. To stand out among all the hospitality businesses that are also looking for staff, it's important to run campaigns and make the step to applying as easy as possible.

De Boterlap Groep's marketing vision De Boterlap Groep has 150 employees across three locations. They deliberately chose to set up two communication lines. Communication toward their guests and toward potential employees is kept separate, with two separate websites. That way they can address both audiences with a specific message.

De Boterlap Groep has 150 employees across three locations. They deliberately chose to set up two communication lines. Communication toward their guests and toward potential employees is kept separate, with two separate websites. That way they can address both audiences with a specific message.

Deploying LeadBot

De Boterlap Groep addresses potential employees on one central careers website. They use LeadBot to make the threshold to apply as low as possible. When reaching out to new employees it's important to offer both soft and hard conversion points. Because it often turns out that once the first contact moment has happened, the path to the hard lead — a job interview — follows. The LeadBot has three key conversion points:

1. Directing website visitors to the vacancy overview (soft conversion).
2. Contacting an HR manager. They can ask their question by email, WhatsApp Business or by calling directly (soft conversion).
3. Applying directly via the form in the LeadBot (hard conversion).

What sets De Boterlap Groep apart is that they have an HR manager, which many other hospitality businesses don't. That's why they chose to put the face of HR front and center in the LeadBot, creating a personal connection.

Standard LeadBot

Low-threshold contact options

A specific LeadBot is live on the vacancy pages with just two conversion points. Potential applicants can get in touch with questions about the vacancy or apply directly via the form in the bot.

Vacancy page LeadBot

Direct application form

“At De Boterlap Groep we focus most on the 'Staff member', 'Service' and 'Chef' vacancies. This audience appreciates being able to get in touch or apply in a low-threshold way. With the LeadBot we play into this well. Candidates arrive directly with the HR manager, so they're followed up quickly and effectively.”

Sharonne Knoops

Marketer at Buro Aangenaam

Results

On De Boterlap Groep's website, LeadBot is the most important tool for converting website visitors into leads, because it's so approachable. Over the past 6 months, deploying LeadBot delivered the following results:

• *Increase in soft conversions: ***LeadBot is used most for getting in touch by email, WhatsApp or by calling. This led to a total of 96 contact moments, with WhatsApp the most popular at 64 contact moments.

• More contact moments via LeadBot: 57% of all contact moments on the website come in through LeadBot, which shows how effective the bot is at making communication approachable.

• Direct applications: LeadBot has also contributed to generating hard conversions. Through the form in the LeadBot, 10 website visitors applied directly.

With this approach, De Boterlap Groep has not only improved the efficiency of their HR processes, but also created a more personal and accessible recruitment process. Crucial in a tight labor market!

Key takeaway

Leads arrive directly with HR, so there's no noise and follow-up happens quickly via WhatsApp and email. This data is also fed into their own recruitment and administration system, making it clear how and with which questions potential employees come in. The questions that come in through the LeadBot are collected and used for new SEO-worthy content topics.

Buro Aangenaam, De Boterlap Groep and LeadBot

Buro Aangenaam is a LeadBot Gold Partner specializing in content marketing, employer branding and CEO marketing. For De Boterlap Groep they run employer branding and recruitment marketing. LeadBot has been running since the website was delivered, and thanks to the great results HR always follows up leads closely. A successful collaboration!

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