Roadtrip co-founder Jelmer Zuidema on ‘qualitative recruitment marketing’

In Episode 59 of the “Inside Job Boards and Recruitment Marketplaces Podcast,” hosts Steven Rothberg and Peter Zollman delve into the evolving landscape of recruitment analytics. Joined by guest Jelmer Zuidema, co-founder of Roadtrip, the episode offers insightful discussions on the pivotal role of qualitative analytics in recruitment marketing. This summary captures the essence of their conversation, providing a glimpse into the future of recruitment strategies. You can watch the full video below on YouTube or you can find it on LinkedIn.



The Importance of Analytics in Recruitment

The podcast opens with a focus on the critical role of analytics in understanding the dynamics of recruitment and recruitment marketing. Steven Rothberg and Peter Zollman set the stage for an in-depth discussion on how analytics, particularly qualitative ones, can enhance the recruitment process. This part of the conversation underlines the significance of not just attracting a high number of candidates but also ensuring their quality.

Qualitative vs. Quantitative Analytics in Recruitment

The core of the episode revolves around the comparison between qualitative and quantitative analytics in recruitment. Jelmer Zuidema brings to light the limitations of solely relying on quantitative metrics like the number of applications received. He stresses the importance of moving beyond these figures to assess the quality of candidates, which is often overlooked in traditional recruitment processes.

Enhancing Recruitment Efficiency with Qualitative Data

A significant portion of the discussion is dedicated to how qualitative analytics can lead to more efficient recruitment processes. Zuidema illustrates how a deeper dive into the hiring funnel, using qualitative data, can optimize recruitment marketing strategies. This approach not only aids in identifying the right candidates but also in aligning the recruitment goals of job boards and employers.

Integrating Analytics with Job Boards and ATS

Another interesting aspect explored in the podcast is the integration of qualitative analytics with job boards and Applicant Tracking Systems (ATS). Zuidema highlights the potential of creating a feedback loop that helps in defining and agreeing upon the criteria for a quality candidate. This integration is seen as a step forward in refining the recruitment process and enhancing the value delivered by job boards.

Measuring Candidate Quality through Analytics

The episode also delves into the practicalities of measuring the quality of candidates. The discussion reveals how tracking different stages in the hiring funnel, from application to interview, can provide valuable insights into candidate quality. This approach enables recruiters to focus their efforts on the most promising candidates, thereby optimizing time and resources.


In conclusion, Episode 59 of the “Inside Job Boards and Recruitment Marketplaces Podcast” sheds light on the transformative potential of qualitative analytics in recruitment. The insights shared by Steven Rothberg, Peter Zollman, and Jelmer Zuidema underline the need for a paradigm shift in recruitment strategies. By focusing on the quality of candidates rather than just the quantity, recruitment processes can become more efficient, cost-effective, and aligned with the evolving needs of employers and job boards.