Reverse Recruiting: When employers apply to candidates

Have you ever heard of reverse recruiting? It is a current trend in recruitment that many see as a secret weapon in the war for talent. We explain how the method works and present examples and experiences with reverse recruiting.

The English term "reverse" means "turn around" - and that's exactly what it's about. Reverse recruiting reverses the application process. This means that the candidates don't apply to the employer, but the company applies to the potential new employees. A role reversal, so to speak.

This modern recruiting approach requires companies to search for suitable talent and proactively approach candidates. Candidates can then decide whether the job offer is of interest to them or not and respond accordingly.

No. Active sourcing and reverse recruiting may seem very similar at first glance, after all, in both methods the employer takes the first step. But apart from that, there is a big difference.

In reverse recruiting, the employer remains in the role of the applicant throughout the application process, who must convince the candidates and ultimately receive an acceptance or rejection from them. Active Sourcing In contrast, recruiters actively approach candidates, but ultimately they primarily draw attention to the company and the job offer. It is then up to the candidates to apply if they are interested, and the company makes decisions during the application process.

The reverse recruiting approach can be done both online and offline. There are three ways for employers to get in touch with candidates:

Recruiters browse work-related social media platforms such as Xing or LinkedIn for suitable candidates, contact them and offer them a job offer.

Candidates do not have to submit any application documents – the recruiters obtain all important information in advance from social media profiles, conversations via chat or other research.

On the other hand, there are special reverse recruiting portals where companies and job seekers register. Candidates fill out a profile and can state what type of job they are looking for. They can also exclude certain employers or industries using a blacklist, for example. Then it's a matter of sitting back and waiting. Companies registered on the portal look for profiles of suitable talent and can then apply to them.

Our AI-based recruitment tool flynne can be counted among the reverse recruiting platforms. Candidates can test their suitability for a specific professional field by taking part in a quiz. Companies then have the opportunity to apply to the test participants - the candidates remain anonymous and can respond if they are interested. In any case, they are spared the classic application process with cover letters etc.

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But you can present your company and apply to potential new employees not only online, but also at trade fairs and events. Advertising materials must of course be adapted accordingly for such appearances. For example, instead of "Apply now" on flyers, something like "Send us your LinkedIn profile and we'll get in touch" should be written.

The best thing is to offer candidates added value and in return they leave their contact details so that you can apply to them after the fair. For example, a tech company could have fun, IT-specific puzzles and tasks on the computer at its stand so that interested people can test their skills. People who have fun and do well can leave their contact details without obligation and the company will then get in touch.

The advantages of reverse recruiting are manifold:

• Candidates report positive experiences with reverse recruiting because it often saves them from tedious application processes and the employer has to “deliver”
• Companies can decide for themselves which candidates they want to approach and select only those who exactly match the requirements profile
• In contrast to job boards and other classic recruiting channels, the competition on reverse recruiting platforms is still comparatively low – some companies are not even familiar with this approach
• Reverse recruiting is more likely to reach target groups that cannot be reached through normal job advertisements, such as career changers and skilled workers who are not actively looking for a job but are in principle willing to change jobs
• The reverse application process inevitably leads to having to take a closer look at your own values and your employer brand – something that is otherwise all too often postponed

Man hat einen geeigneten Kandidaten gefunden – also direkt eine Nachricht mit Link zum Stellenangebot schicken, dann hat man sich „beworben“? So einfach funktioniert Reverse Recruiting natürlich nicht, überhaupt hat ein solches Vorgehen wenig mit dem Ansatz zu tun.

Instead, the following should be considered when applying to an employer:

• Do not send loveless standard or mass messages, but individual cover letters
• Carefully inform yourself about the candidate in advance and incorporate the knowledge gained into communication
• Communicate the issue clearly and understandably
• No false statements or exaggerations, but authentic insights and truthful information
• Pay attention to correct spelling and grammar and generally to all formalities that one would expect from a candidate when applying
• The use of suitable images and videos can give plus points

In the battle for skilled workers, small and medium-sized companies in particular have to become increasingly creative. Classic recruiting approaches are failing more and more often because sought-after candidates have a large selection of jobs and want to be convinced. Reverse recruiting can therefore be a solution.

However, some companies are dismissive. "We don't need that, it's like we're begging for workers," is what you might hear from management. But you shouldn't show false pride here. Candidates don't see reverse recruiting as begging, but generally like being courted and being in the decision-making role. Of course, the prerequisite is that reverse recruiting is implemented well.

If you need support in establishing and implementing the reverse recruiting approach in your company, please feel free to contact Contact with us.

(Cover photo source: Jacob Lund – Shutterstock.com)