Applicant market analysis
For over 10 years, Kooku Recruiting Partners has been supporting companies in the DACH region in filling hard-to-fill positions. From IT specialists to executives and niche roles. We have helped more than 200 clients find the right talent.
What makes us different? We work based on data from day 1. We analyze every recruiting project using robust KPIs in our specially developed recruiting dashboard. This transparency gives our clients insight into the progress of the project at all times and enables us to deliver a 95% probability of placement.
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FAQ: Applicant market analysis - your most important questions answered
What is an applicant market analysis?
A candidate market analysis (also known as recruitment market mapping or candidate market analysis) systematically examines the availability, qualifications and willingness of candidates to change jobs for specific positions in your industry and region. It provides data-based insights into candidate density, salary expectations and the competitive situation on the labor market.
Why is this crucial for your recruiting? Without sound knowledge of the market, you are flying blind. A professional candidate market analysis will show you whether your requirements are realistic, where suitable talent can be found and what time-to-hire you can expect. This saves time, budget and prevents misplacements - especially for hard-to-fill positions.
How does an applicant market analysis work?
A well-founded candidate market analysis combines quantitative data analysis with qualitative candidate evaluation. At Kooku, we use a systematic approach for this:
Quantitative market analysis: Evaluation of platforms such as LinkedIn, XING and job portals with Boolean strings to identify suitable candidates in your target region. How large is the available talent pool actually?
Qualitative potential analysis: Examination of profiles according to willingness to change jobs, current job duration and skills match. Not every profile is equally promising - we assess the realistic probability of being approached.
Competitive analysis: comparison of salary structures, benefits and requirements with the competition in your industry. Which companies are competing for the same talent?
Channel analysis: Where do potential candidates obtain information? Which platforms and networks do they actively use?
Reporting: You receive transparent KPIs on candidate availability, average salary ranges and realistic recruitment opportunities - usually within 3-5 working days.
How long does an applicant market analysis take?
We usually provide you with a qualified candidate market analysis within 2 working days.
You receive a clear dashboard with all relevant KPIs and specific recommendations for action. It could hardly be quicker and you save valuable time compared to weeks of unsuccessful job advertisements.
What information does an applicant market analysis provide?
A professional applicant market analysis gives you concrete answers to the most important recruiting questions:
Candidate availability: How many suitable profiles are currently available on the market? In which region are they concentrated? How large is the realistic talent pool?
Willingness to change: Which candidates are actively looking, latently willing to change or have only recently changed jobs? This has a massive impact on your approach strategy.
Salary benchmarks: What are realistic salary expectations for this position in your region and industry? Are you above or below the market?
Skill gaps: Which requirements are hard to find? Where should you consider compromises in order to fill positions more quickly?
Competitive analysis: How do other companies with similar positions position themselves? What benefits do they offer and how can you differentiate yourself?
Staffing forecast: What probability of success and time-to-hire can you realistically expect? This assessment helps with internal planning.
For which positions is an applicant market analysis worthwhile?
An applicant market analysis makes particular sense for:
Hard-to-fill positions: IT specialists, engineers, managers or niche roles with special qualifications. Here, the candidate market is tight and transparency is crucial.
New roles in the company: If you don't yet have any experience of what the market looks like and what salaries are realistic.
Multiple vacancies: During growth phases or larger hiring projects, you avoid misjudgments and can deploy resources in a targeted manner.
Unsuccessful recruiting: When job advertisements have not generated any qualified applications for weeks. The analysis shows you why - and how you can do better.
Strategic personnel planning: Before you release larger recruiting budgets, the market analysis provides you with a basis for decision-making.
Basically, the more specific the requirements and the narrower the candidate market, the more valuable the analysis is. For standard positions with many applications, you may not need it.
What is the difference between candidate market analysis and active sourcing?
Candidate market analysis is the strategic basis. It shows you whether and where suitable candidates exist, how realistic your requirements are and what the market has to offer. You receive data, facts and recommendations for action.
Active sourcing is the operational implementation, i.e. the direct approach and activation of these identified candidates via LinkedIn, XING or other channels.
At Kooku, we combine both: the market analysis (recruitment market mapping) first provides you with transparency about the candidate market. Based on these findings, you can decide whether to continue internally or commission us with active sourcing.
Many of our clients start with candidate market analysis and then move on to our Recruiting on Demand or Kooku Recruiting package because they realize that direct approach requires professional know-how, premium tools and time that is often not available internally.
Can I also carry out the applicant market analysis internally?
Theoretically, yes. In practice, it's time-consuming. A well-founded applicant market analysis is required:
Access to premium databases: LinkedIn Recruiter (from €8,000/year), XING TalentManager (from €6,000/year), Cognism or similar tools. The costs can quickly run into five figures.
Experience with Boolean search and sourcing techniques: To find the right candidates and not just collect irrelevant profiles.
Time for qualitative evaluation: review profiles, assess willingness to change jobs, research salary benchmarks.
Market knowledge: Which platforms do professionals in your industry use? What is the competitive situation like? That comes with experience.
Most HR teams have neither the tools nor the time for this. An external candidate market analysis costs you nothing and delivers professional results in 2 working days vs. weeks of internal research with uncertain results and opportunity costs.
Bottom line: External expertise is almost always worthwhile for individual, strategically important positions.
How up-to-date is the data from an applicant market analysis?
We work with real-time data from current profiles and job postings. The candidate market is constantly changing, which is why we conduct each candidate market analysis individually instead of relying on outdated statistics.
Shelf life: An applicant market analysis is meaningful for around 3-6 months. For profiles in high demand (e.g. data scientists, cloud engineers, AI specialists), the market can shift more quickly. We recommend carrying out regular updates, especially in dynamic industries.
The good news is that over 80% of our clients commission us with recruiting directly after the market analysis, so the findings can be implemented immediately and the data is up to date. With our 95% fill probability, this combination of analysis and implementation pays off.
Applicant market analysis vs. employer branding - which comes first?
First the analysis, then the strategy. An applicant market analysis shows you objectively how attractively your company is positioned compared to the competition and what benefits candidates expect.
With these insights, you can optimize your employer branding in a targeted manner instead of investing blindly. Our market data helps you to understand: Are you competitive in terms of salary, remote options, training or development opportunities? Where are your USPs and where are your weaknesses?
Practical tip: As part of our Recruiting Health Checks, we combine applicant market analysis (Talent Market Mapping) with Employer Branding Score. This gives you a complete picture of your recruiting performance and lets you know exactly which adjustments you need to make.
What distinguishes the Kooku applicant market analysis from other providers?
Three things make our applicant market analysis different:
1. transparency instead of a black box: no hiding behind flat-rate prices or opaque methods. You can see exactly how we work, which data sources we use (LinkedIn, XING, Cognism etc.) and what the figures mean.
2. data-driven + human: We combine automation and AI tools with real recruiter expertise. Algorithms find profiles, we evaluate the probability of change, skill match and quality of approach with over 10 years of experience.
3. implementation-oriented: We not only provide you with a report, but also concrete recommendations for action. And if you want, we can implement the recruiting directly, with a 95% probability of filling the projects we accept.
Over 200 companies in the DACH region rely on our analyses, from SMEs to tech scale-ups. With a return rate of 80-90%, the results speak for themselves. Clients such as Neptune Energy, Gasag, Thalia and Staffbase have successfully staffed with us.
What role does applicant market analysis play in personnel planning?
An applicant market analysis is a strategic tool for forward-looking personnel planning. Instead of reacting to redundancies, you can plan proactively:
Capacity planning: If you know that 3 senior developers will be retiring in 6 months, the market analysis will show you how long it will realistically take to fill the vacancy. So you can get started in good time.
Budget planning: Realistic salary benchmarks help you to plan the necessary recruiting budget correctly, without any nasty surprises.
Market expansion: Are you planning a new location in Munich or Hamburg? The regional applicant market analysis shows you whether there is enough talent available there.
Make-or-buy decisions: The analysis helps you to decide: Train internally, recruit externally or rely on freelancers/interim?
Many of our clients use our market analyses as part of their annual HR planning for more predictability and fewer surprises.
