Implementation process/approach
Our first step, mid-2021, was to make a first scene settings on the available insights, scope and the goals set (communication / value proposition and transversal cooperation) to ensure end-to-end cohesion for the people involved in the process development and the production.
We had then an internal brainstorming to identify the levers and defined the process steps for the project.
2021/2022 Identify and understand Employers’ needs – quantitative and qualitative survey
We have launched a large survey towards the employers of Brussels Region and bind partnerships with federations to collect the needs from the employers in the thematic of recruitment services (self or assisted), information (format / channel) / diversity and trainings in a perspective of a recruitment.
This survey has been conducted by an external research institute and was twofold: a quantitative survey based (CAWI & CATI) end 2021 and, based on the insights, a qualitative wave with interviews during spring 2022.
We wanted to ensure that the incoming answers were representative of the labor market employers breakdown – percentage of SMEs, large companies and all sectors.
End 2021, a media campaign „your needs, our solutions” with media advertising and a close work with the federations have enabled us to get the most diverse and representative answers. Therefore, we got a clear view on our (potential) users & partners’ needs.
Clarifying our value proposition & communication – based on the market reality
The results were shared, in a transparent way, with our partners. The survey was insightful as the main conclusion is that 85% of our offer was aligned with the needs of our target audience. However, development in communication, adaptations in our services and channels were needed. Actions have been undertaken to better match with market needs and specificities.
During the second semester 2022, we have developed our value proposition and market approach with three axes:
- Segmentation and sectorization: depending on the size and sector activity of the company, needs are not the same (e.g.: rapidity to recruit / presence or absence of HR department…) – it was a major change from ‘the same offer to all’ to ‘we know your business reality’ and we might be your partner for recruitment questions or process.
- Diversification: communication and channels have to match our users reality (e.g. use of digital / attendance to a meeting);
- User Experience & satisfaction: Ensuring that we are all user oriented, and the relevant processes are improved on a regular basis, we measure the satisfaction and use insights to better adapt our offer.
Production and roll-out – 2023/2024
The production was split into the ‘commercial approach’ and ‘value proposition’ development.
- The annual ‘commercial’ plan was set up based on the needs and the reality of the market (e.g.: market coverage is not only getting job offers / grow is not the same in all sectors…) – Main targets were on market coverage / Brand & user experience / specific services;
- Support and value proposition: changes to be made on our communication support (website, prospection, webinars…) both in general and for the ‘sectorisation’ of services were coordinated and followed-up centrally. Some developments are still ongoing beginning 2025.
This pragmatic, evidence-based customer centricity and market approach is now annually renewed to ensure continuously our services relevancy.
