Helping the Haldu Group capitalise on the very latest developments on the internet

Steven Lubbers, director of Traffic Today:

“We help Haldu Group capitalise on the very latest developments on the internet”

Within the Best4u Group, Traffic Today – the premium online marketing division – complements Best4u’s internet marketing services. Given its size and importance, Haldu Group is served by Traffic Today. Steven Lubbers, the director, says: “Haldu Group was previously a client of ours, moved to another provider, and has since returned to us. During that time, we have also grown significantly in terms of expertise, quality and scale. We are once again offering Haldu Group everything they need for their online marketing, but now supplemented with consultancy and strategic advice.”

Steven: “Haldu Group now has its own professional in-house marketing staff, and we also advise and support them. Our online marketing services for Haldu Group include Google optimisation, social media, and optimising Haldu job vacancies on other platforms such as Indeed and LinkedIn. This also includes our monitoring of all traffic to their website. To illustrate: Haldu Group is currently running a major advertising campaign with over 100 m² of digital advertising space along motorways in the Netherlands to attract candidates seeking permanent roles in the construction sector. We then monitor how much traffic ultimately reaches the website via these offline channels, such as that billboard. This also enables us to quantify Haldu Group’s offline channels in data. We hold weekly meetings with Haldu Group to discuss the required content production. Ultimately, all this work is focused on just one goal: generating more traffic for Haldu Group.”

Making a difference with targeted marketing

Haldu Group is battling for attention online within a sector that already has a very prominent online presence: the world of recruitment and selection. It’s a daily struggle for attention and search rankings. How does Traffic Today help Haldu Group with this? Steven: “This is indeed a huge challenge, as there are many competitors such as the Nationale Vacaturebank and Indeed, which carry a great deal of authority online. Haldu Group’s advantage is that it operates in a specific sector: primarily construction, but also engineering and the automotive industry. By deliberately specialising in these areas and posting content there in a targeted and consistent manner, Haldu Groep can continue to grow into a specialist that is easily found online. That is precisely their strength compared to the large platforms, which are generally very broadly oriented, focusing on general and common job vacancies. A large platform wouldn’t lose any sleep over a vacancy for a concrete carpenter, but Haldu Group has a very strong interest in finding these people effectively and precisely. Supported by our online activities, with the right targeting and content, they can capitalise even more on that specialist position. Google recognises this effort and consequently ranks these kinds of specialist vacancies higher in its search results.”

Google for Jobs: an opportunity or a threat for the Haldu Group?

Google isn’t standing still in the world of recruitment either. Google for Jobs was recently launched in the US and is also coming to Europe. What is Steven’s view on this, and how does it impact what Haldu Group does? Steven: “With this, Google is creating a separate category for job vacancies. Within this, you can filter by job type, region, salary – you name it. That data comes from other websites, such as Monsterboard in the Netherlands. It is particularly interesting for an organisation like Haldu Group to follow this development alongside us. Because if this is rolled out in the Netherlands too, you’ll be able to optimise your strategy using this tool, and it will also offer advertising opportunities.”

Monitoring developments for Haldu Group

“Websites that currently rank highly, such as the Nationale Vacaturebank, will not necessarily secure the same position in Google for Jobs straight away. That ranking could well be determined by Google in a completely different way in the future, where ‘big’ does not necessarily equate to ‘high’. This could present opportunities for Haldu Groep by enabling it to optimise its specialist job vacancies in a highly targeted manner for this purpose. In that sense, this development is not a threat to Haldu Groep, but an opportunity. It may well be that, via Google Jobs, it can achieve a much more favourable position for its specialised and optimised job vacancies than the large platforms. It is still too early to assess how this will develop once this concept is rolled out in the Netherlands, but we are already keeping a very close eye on it for Haldu Group.”

Comment from Caspar at Haldu Group: “With Steven and his colleagues, amongst others, we expect to be able to provide a suitable response to our clients’ demand for staff. Haldu Group is both willing and able to invest in these online marketing techniques and, through this forward-looking vision, aims to be an even better partner in flexible staffing. This enables us to find the right skilled professionals and match them with the best clients in the Netherlands. As a result, we can consistently offer these professionals the job that suits them best, in every respect. Partnership at its very best!”