News & blogs

"Most annoying HR task finally a thing of the past?"

Automated platform writes optimal vacancy texts, ensures maximum online findability and prevents discrimination

15 October 2020 - Arnhem / Rotterdam

“HR employees and recruiters find writing vacancy texts one of the least enjoyable tasks in the recruitment process. However, a new automated platform makes this much easier for recruiters. It ensures that vacancy texts are written optimally and at the correct language level and that online findability by candidates is maximized by meeting the requirements of Google for Jobs. In addition, it helps with gender-neutral recruiting and prevents discrimination on the basis of age or sex.

This is the next step in the further professionalization and automation of the recruitment process, where HR & Recruitment continue to innovate to attract the best people. The recruiter of the future will increasingly have to rely on data. They do not have to bother with numbers and algorithms themselves. But they can reap the benefits of smart systems that unburden and lead to better results. "

This according to Marcel Leeman of text technology company Textmetrics and Geert-Jan Waasdorp of labor market data specialist Intelligence Group at the launch of Textmetrics' new recruitment tool. The large amounts of job data from job specialists Intelligence Group and Jobdigger are linked to the language algorithms of Textmetrics.

Geert-Jan Waasdorp, director of Intelligence Group (GJW) explains: “If there is one thing that many HR employees and recruiters hate in their job responsibilities, it is writing vacancy texts. It is something that is often neglected – communication departments do not like it either. The result is that this is regularly outsourced at relatively high costs. By contrast,  the hiring process itself – selecting people and conducting interviews – is very much enjoyed. ”

“In job texts it is important to name as many candidates' motivational drivers as possible. What stimulates them, what do they look for in a job and in an employer. In other words, to write texts that "explicitly" state the motives and the relevant employment conditions that the target group has in mind. With a home care worker this does not involve a company car, but you should mention things like "close to home", irregularity allowance, job security. A commercial employee, on the other hand, is more stimulated by competition or a bonus. The more relevant drivers you mention in a job text, the higher the "conversion" or success rate. That seems simple and some things are so obvious that they are forgotten. For example, people think: "a collective labor agreement or pension scheme, isn't it logical that we have that?"

Marcel Leeman, CEO of Textmetrics (ML), adds: our new tool systematically alerts you to naming these things. And creates the best vacancy text in a simple way, based on four basic requirements. First of all findability, because the vacancy must be found online as easily as possible. In addition, you have the "hygiene requirement", which means that the text must be error-free in terms of spelling and grammar. The "branding requirement" states that the job ad meets the culture and brand values ​​of the company or organization. The last requirement is that the target group’s job requirements are reflected in the job ad. Thanks to our collaboration, we are now able to consistently include highly detailed target group motivators in the vacancy text and also map out the achievability of these wishes. ”

“To achieve this, enormous amounts of data about target groups and existing vacancies were brought together and numerous positions have been analyzed. This has shown, for example, that recruiters regularly miss the mark. They may be looking for an "enthusiastic employee", which is too generic, or their ideal candidate is a real "sales tiger" or "Java ninja", which in turn is too creative. The vacancy seems to stand out, but experience shows that a job is much more findable by a search engine when you use specific, frequently occurring job titles. The new tool provides suggestions for maximum findability in Google for Jobs and also knows what a candidate would like to hear. ”

GJW: “In addition to recruiting candidates, there are other issues. HR and recruitment are increasingly under a magnifying glass, especially when it comes to anti-discrimination and non-exclusion in terms of age, gender and origin. The recruitment process must meet diversity requirements, and the vacancy text is crucial in establishing whether an organization is acting in accordance with the law. As is known, there is talk of the introduction of a new "Discrimination Reporting Code" and the recruitment field itself is also actively engaged and has recently drawn up a Recruiter’s Code. By using this service, the recruiter will soon have real help and intelligence to recruit inclusively”.

ML: “This new recruitment service will be available in the Netherlands from mid-October. The simple online accessible platform is easy for recruiters to use, without fear of needing extensive knowledge of algorithms and data mining. That's all been taken care of.

We estimate that in the Netherlands about 60-80,000 people work in recruitment in large SMEs and larger companies and organizations, of which a quarter will really benefit from this. The quality of vacancy texts can increase rapidly and is immediately optimized for Google search, writing style, background or gender of the candidate, or literacy levels. At the same time, the software provides feedback on the motives of candidates and the hiring difficulty of a vacancy. Thanks to the learning platform, your text will be increasingly automatically prepared for you. ”

GJW: “We have now also seen that this writing problem for job ads does not only affect the Dutch language area, but is a universal problem. Thanks to our collaboration, we can offer this solution in several languages, starting with Belgium and Germany.

In the new platform, of the Intelligence Group and Jobdigger is combined with the advanced text technology of Textmetrics. The name VacatureVerbeteraar and website will be visible through Textmetrics Recruitment, with the reference "Powered by Jobdigger and Intelligence Group".