Success stories
Government

Municipality of Zoetermeer

Reaching the right target audience using responsive designs and smart advertising

3 min read
Whatsapp

The brief

The goals for this case:

  • Responsive website with the possibility of applying mobile
  • Increased conversion of vacancies (more applications)
  • Drawing the right target group's attention to vacancies
  • Recruitment using social media (efficient and cost-saving)

The approach

User-friendly and responsive website

The website is set up in compliance with the W3C guidelines. This norm ensures all target groups can use the website through screen readers, allowing us to increase the site's accessibility and consumer-friendliness.

Content and advertising

Before, the business had the ownership of the vacancy texts, making them more informative rather than mobilising. Many candidates dropped out on the vacancy detail page.

Endouble was brought in to provide a solution, combining content optimisation and advertisement. For each vacancy, this solution entails:

  • recruitment advise for the best advertising channels;
  • a vacancy intake with the municipality, to find out what the role's challenges and USPs are;
  • a rewritten vacancy text, that is not only mobilising but also personal, targeted, activating and optimised (SEO).

Goals

Responsive design

At the municipality of Zoetermeer, more and more visitors find their way to the website via mobile. So it’s important that the candidate experience here is optimal.

Conversion optimization

With the help of dashboards and data insights, the municipality of Zoetermeer can determine exactly which campaigns are most effective. The applicant journey is also fully mapped out. As a result, well-performing campaigns are given the space to perform and it quickly becomes clear where there is room for improvement.

I'm proud of the website Werkenbijzoetermeer.nl, which gives great results, among other things thanks to the usage of social media. It also reflects the newest developments in terms of labour market communication. And the site developments still continue.

Monique Boogaard

Features

Accessibility features

The website is set up in compliance with the W3C guidelines. This norm ensures all target groups can use the website with relative ease. Using text-to-speech and high-contrast function, the content is also available for the visually impaired. Allowing us to increase the site’s accessibility and consumer-friendliness.

Powerful integrations

The Zoetermeer Municipality uses the ATS Talentsoft. By connecting with AFAS, we can measure until the hire.

Job alert

Those interested can register for a specific focus area or professional and intellectual level. They will receive an email alert with the vacancies that meet those criteria.

The website is set up in compliance with the W3C guidelines. This norm ensures all target groups can use the website with relative ease. Using text-to-speech and high-contrast function, the content is also available for the visually impaired. Allowing us to increase the site’s accessibility and consumer-friendliness.

The Zoetermeer Municipality uses the ATS Talentsoft. By connecting with AFAS, we can measure until the hire.

Those interested can register for a specific focus area or professional and intellectual level. They will receive an email alert with the vacancies that meet those criteria.

Results

The result is the user-friendly, responsive website Werkenbijzoetermeer.nl. Some global success figures (comparison of the period April 2016 - January 2017 with the previous year).

 

  • Number of visits: +480%
  • Average duration of the visit: doubled from 25 to 58 seconds
  • Average vacancy percentage: increased from 0.20% to 2.40%

We notice that a combination of a mobilising (SEO) vacancy and advertising using the right channels results in more satisfying applications for the Zoetermeer Municipality.