On the right track – data influences
business decisions

Since 2014, Tobania has grown significantly. Today, its desire to grow has not waned. It wants to attract new talent to ensure that the future demands of the business are met, and it wants to increase brand awareness. “Tightening our partnership in 2019 was a good strategic move,” explained Jenna Bloem, Recruitment and Employer Branding Expert at Tobania. “Our visibility is higher than before. We’ve grown already, as a customer and employer brand, and in recruitment excellence.”

Tobania uses a range of LinkedIn products – LinkedIn Sales Navigator, LinkedIn Campaign Manager, LinkedIn Recruiter and LinkedIn Learning – helping Tobania to increase its visibility in a competitive marketplace, attract the best talent and develop its employees. This has been achieved because all departments (marketing, recruitment, HR, learning and senior management) are aligned thanks to a strong vision and example set by Lode Peeters, CEO of Tobania.

For example, Tamara Wilms, Business Support Officer at Tobania, has welcomed the support that Tobania has provided during the pandemic. She testified: “In challenging times, such as during the quarantine period, LinkedIn Learning helped me to keep up my spirits. I am fortunate to be able to learn efficiently, regardless of location or context. I love that LinkedIn Learning allows me to make my progress visible in a professional way.”

Progress and development are important to Tobania. According to Jenna, an open and constructive partnership with LinkedIn has enabled the business to act on comprehensive data-driven business reviews. LinkedIn Insight, based on data, informs growth, and helps Tobania to make the right decisions.

Jenna commented: “Team LinkedIn provides very good knowledge and helps us to keep growing. Their unbiased view and out-of-the-box approach ensures that we always dare to question ourselves in the right way. This means that we can make changes where necessary or, of course... that we continue as before!”

She continued: “We are constantly collecting feedback from our recruitment and HR colleagues to keep an eye on what is working and what might not. We are also committed to leveraging our network of Tobians. People from our own colleagues' network are very important to us, so we want to expand our reach in this way. We have put a lot of effort into creating original, personalised InMail templates and we have also tried to give our Career Pages a unique touch.”

Drawing talent to the business

Dimitri Poels, Marketing and Communications Director at Tobania, describes LinkedIn as a highly strategic tool. He said: “Growth is a very important objective of ours. Attracting new employees is key at Tobania. It supports our customer and employer brand and helps us to find new leads. We love to work with LinkedIn to address marketing challenges, find prospects and connect with clients.”

The partnership is working. In one six-month period, new followers have increased by 1,123, job viewers have increased by 67% and company updates have engaged 211,200 people. But that’s not all… 85% of Tobania’s hires have been influenced by what they have seen on LinkedIn. Tobania is outperforming its peers in a very competitive talent landscape. Such success is a result of Tobania’s impeccable communication, strong approach to collaboration and great internal focus.

Of further significance is a recent employee survey, which revealed that 98% of Tobians feel committed and connected to company values and culture. A figure that can be partially attributed to Tobania’s strong presence on LinkedIn and a connected network. This fact is highly significant as it draws talent to the business.

Dimitri concluded: “We believe that the future looks bright. We have already come a long way and are highly motivated to continue this path. We are, therefore, constantly looking for further optimisation. Our aspirations are big for the coming years. We really believe that the best is yet to come!”

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