A competitive analysis of the labour market shows how your job vacancy compares to those of other employers seeking the same candidates: in terms of salary, employment conditions, visibility and messaging. You can identify who else is recruiting for that profile, what they’re offering, and where you stand out. This way, you base your job advert on data rather than gut feeling.
For hard-to-fill roles in engineering, industry, logistics and the maritime sector, that comparison is the difference between an empty inbox and a steady stream of top-tier candidates. After all, you’re not competing against an abstract market, but against a handful of other employers in your region and sector.
What exactly is a labour market competition analysis?
A labour market competition analysis is a structured comparison of your job vacancy with those of employers competing for the same candidates. You look at salary, fringe benefits, working atmosphere, career prospects and the way in which they present their vacancies.
So it’s not about your commercial competitors, but about your competitors in the labour market. A welder might just as easily choose to work at a shipyard, an installation company or a machinery factory in the local area.
The labour market remains tight. The UWV consistently ranks engineering and ICT among the occupational groups facing the greatest recruitment challenges (UWV, 2024). Those who stand out come out on top; those who simply go with the flow are left behind.
Why does the competition determine whether your job vacancy stands out?
Compare candidates. A mechanic who is open to a new job rarely looks at just one vacancy, but will compare your offer with those of three or four others. If your terms and your pitch don’t stand out against those, you’ll lose out without even realising it.
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Employers often misjudge their own appeal. According to our data-driven approach It regularly transpires that the target group considers different factors important than management realises: not the highest hourly wage, but, for example, commuting distance, shift patterns or the prospect of promotion to foreman.
Without a competitive analysis, you’re flying blind. You might end up increasing salaries when, in fact, candidates were dropping out because of a slow recruitment process. Data helps eliminate that sort of misguided assumption.
What elements should be included in a labour market competition analysis?
A useful competitive analysis covers four areas of comparison: remuneration, terms and conditions, visibility and employer brand. In each area, you compare your offering with that of your direct competitors for the same role.
How can you compare salaries and terms of employment fairly?
Compile a list of the salary ranges and fringe benefits that competitors specify in similar job vacancies. These might include travel allowances, training budgets, shift allowances and contract types.
Don’t just compare the gross salary – look at the full picture. A slightly lower salary combined with a good pension scheme and fixed working hours may be more attractive than the highest offer with irregular shifts.
How do you measure competitors’ visibility?
See where competitors advertise their vacancies and how often you come across them. Search by job title and town name, and take note of who appears on Google, Meta, LinkedIn and Indeed.
Visibility is an art in itself. A strong job advert that nobody sees is just as ineffective as a weak one that pops up everywhere. You can read more about choosing the right channels in our article on social recruitment content for the engineering sector.
What is the difference in the employer’s account?
Read your competitors‘ ’work with us’ pages critically. If they all claim to have ‘a great team and an informal atmosphere’, that’s exactly your chance to stand out with a more distinctive narrative.
Concrete evidence beats empty promises. Highlight real projects, examples of career progression and figures relating to your team. That is the foundation of a strong EVP that truly resonates with candidates.
How do you carry out a labour market competition analysis in 6 steps?
A competitive analysis doesn’t have to take weeks. With a structured approach, you can assess where your vacancy stands within a few days. Follow these steps:
- Identify your exact target audience. Not ’technical staff’, but, for example, ‘mechanical engineering service technician within 30 km of Woerden’.
- Identify the direct competitors. Find the 5 to 10 employers who are actively recruiting for that same profile in your region.
- Collect their job vacancy data. Salary, terms and conditions, job title, recruitment channels and employer profile.
- Compare this with publicly available labour market data. Use figures on job vacancy rates and shortage occupations to provide context.
- Identify your unique selling points. In what way do you offer more or something different from the rest?
- Adapt this to your job vacancy and campaign. Put your strongest points at the top and tailor your message to each channel.
You don’t need any expensive tools for step 4. In our article on free labour market data you can find out which public sources you can use.
The table below shows what such a comparison looks like for a single profile, so that you know exactly where the difference lies.
| Reference plane | Your job vacancy | Competitor A | Competitor B |
|---|---|---|---|
| Salary range | €2,900 – €3,400 | €3,000 – €3,500 | €2,800 – €3,200 |
| Travel distance for the target group | Within 20 km | Within 40 km | Within 15 km |
| Referred to as a career progression opportunity | Yes, to the foreman | No | Vague |
| Active channels | Meta + Google | Indeed only | |
| Employer’s account | Specific projects | Standard text | Standard text |
From a summary like this, you can see straight away that you don’t need to compete on salary if you stand out in terms of career progression, proximity and visibility. That is precisely what we focus on: on average, we fill vacancies within 3 to 8 weeks and present only the 2 to 4 best candidates each month.
How often should you re-analyse the labour market?
Repeat your competitive analysis every quarter and with every new recruitment drive. The labour market is changing rapidly: competitors are adjusting their terms and conditions, new players are emerging, and shortages vary from season to season.
Statistics Netherlands (CBS) reports that pressure on the labour market remains high, with dozens of job vacancies for every hundred unemployed people (CBS, 2025). In such a market, a snapshot of the situation quickly becomes out of date.
We discuss the results with clients on a weekly basis and adjust campaigns based on the figures. This ensures that your position relative to the competition remains up to date, rather than being a one-off snapshot. Take a look at our measurable recruitment results for examples by sector.
Frequently asked questions about labour market competition analysis
How much does a competitive analysis for your job vacancy cost?
You can carry out a basic analysis yourself without expensive tools, using publicly available job vacancy data and labour market figures. If you want in-depth analysis and ongoing guidance, outsourcing is often more cost-effective than one-off recruitment, as your vacancy will be filled more quickly and in a more targeted manner. Request a no-obligation consultation for your situation.
Who are my competitors in the labour market?
Your competitors in the labour market are all employers seeking to attract the same candidates, regardless of their sector. For a welder, these might include a shipyard, an installation company and a machinery factory in the same region. Search by job title and place name to see who is actively recruiting.
Do I always have to offer the highest salary to win?
No. Target audience data often shows that candidates prioritise commute, working hours, workplace atmosphere and career progression over that extra tenner an hour. A thorough competitive analysis reveals where you can really stand out without being the highest bidder.
Does a competitive analysis also apply to the maritime sector?
That’s exactly it. In the shipbuilding industry, there is a severe shortage of welders, pipeworkers and ship’s electricians, meaning employers are competing for the same handful of skilled workers. A region-specific analysis of the shipyards shows where you can poach candidates. Take a look at our Current vacancies for top performers.
Would you like to know exactly how your job advert compares to those of your competitors and how you can stand out using data-driven approaches? Find out how our data-driven approach guides you from labour market data to the right candidate, or Book a no-obligation strategy meeting. Sources: UWV Labour Market Information and CBS Labour Market Dashboard.