inbound recruiting: hire top talent by thinking like a marketer

INBOUND RECRUITING How to Hire Top Talent by Thinking Like a Marketer

Inbound Recruiting Program Manager HANNAH FLEISHMAN

@hbfleishman

WHAT’S INBOUND RECRUITING?

ONCE UPON A TIME…

Recruiting was company-centric: •  Classified job ads •  Brochures •  Career fairs

THEN…

Today, 73% of candidates start their job search on

Google.

CareerBuilder Candidate Behavior Report, 2015

Recruiting is candidate-centric: •  Glassdoor •  LinkedIn •  Social media

NOW…

RECRUITING has dramatically CHANGED.

59% of companies are investing more in their employer brand

compared to last year.

LinkedIn Global Recruiting Trends, 2016

A SECRET… Employer branding isn’t the answer…

…it’s one piece of the puzzle.

Inbound Recruiting The playbook for attracting, engaging with, and hiring

top talent at scale.

Inbound Recruiting The playbook for attracting, engaging with, and hiring

top talent at scale. where that puzzle

piece comes in!

WHAT IS INBOUND?

INBOUND MARKETING IS…

INBOUND MARKETING IS… an approach focused on attracting and building relationships with customers through content and interactions that are helpful and relevant – not interruptive.

INBOUND MARKETING METHODOLOGY

HIRING TOP TALENT IS HARD… WHAT WOULD A MARKETER DO?

Promoters Candidates Contacts

Blogs & Keywords Social Media

Glassdoor

Jobs Site Content Forms

Calls-to-Action

Email Events

Live Chat

Surveys Smart Content

Workflows

INBOUND RECRUITING METHODOLOGY

What is she talking about?

Inbound marketing matches the way people

shop and buy today.

Inbound recruiting matches the way people

find jobs today.

5 Steps… to start inbound recruiting today.

This just in! You don’t need a marketer to do great marketing.

KNOW YOUR AUDIENCE

1

Who is your ideal candidate?

•  What were her motivations for joining your company?

•  Which parts of her candidate experience

were amazing? Which were negative? •  What did her job research look like? •  What were her impressions of your

employer brand? •  Was there any content she wishes she had

during the recruiting process? •  Where does she consume information?

PERSONA RESEARCH: LUCY

Put yourself in the candidate’s shoes.

What can you do today? Interview 5 top performers at your company.

CREATE THE RIGHT CONTENT

2

Fill in existing gaps in the candidate’s experience and answer questions.

Tell an authentic story about why a company is a great place to work.

Types of employer brand content:

•  Employee profiles •  Blog posts •  Video content •  Job descriptions •  Photo content •  Jobs site copy •  And more!

FACT: 76% of candidates want to know

what their day-to-day would be like at a company.

CareerBuilder’s 2016 Candidate Behavior Study

Website Copy

Blog Posts

Video

What can you do today? Record a Facebook Live video of 1-2 employees talking about their work.

GET SOCIAL WITH YOUR TALENT NETWORK

3

62% of job seekers visit social media channels to evaluate employer brand.

2015 Employer Brand Survey, Career Arc

Two ways to think about inbound recruiting on social media…

CAPTURE CREATE

Amplify Ambassadors

CAPTURE:

Employee Takeovers

CREATE:

CAPTURE CREATE

Social Sharing Kit

Canva: Free tool for designing easy social images

ClickToTweet: Free tool for “lazy” tweets

What can you do today? Create 5 social images in Canva to promote your hardest-to-fill job openings.

NURTURE YOUR JOB PROSPECTS

4

How can we nurture talent that isn’t ready to apply?

2

2 NURTURE WITH CONTENT

Sign up form

Email

2 NURTURE WITH THE C-SUITE

Calendar Reminder Personalized Email

What can you do today? Write 4 personalized email drafts to key prospects from your exec team.

TRACK AND EVALUATE YOUR INBOUND EFFORTS

5

Only 33% of employers track employer branding initiatives to at least one HR performance metric.

2015 Employer Brand Survey, Career Arc

•  Page Visits •  Unique Views •  Ranked Keywords •  Retweets •  Likes or Favorites •  Click-Through-Rate •  Open Rate •  …and more

Visitors

Contacts

Candidates

Hires

Jobs website

Visitors

Contacts

Candidates

Hires

Jobs website

Subscribers + attendees

Visitors

Contacts

Candidates

Hires

Jobs website

Subscribers + attendees

Visitors

Contacts

Candidates

Hires

Don’t try to boil the ocean…

What can you do today? Identify your top-performing employer brand content. Analyze it.

RECRUITING has dramatically CHANGED.

RECRUITING has dramatically CHANGED.

But so has HR…

q  Interview 5 top performers for persona research.

5 Action Items for Getting Started Today

q  Interview 5 top performers for persona research. q  Record a Facebook Live video about employees’ day-to-day.

5 Action Items for Getting Started Today

q  Interview 5 top performers for persona research. q  Record a Facebook Live video about employees’ day-to-day. q Create visual social media assets for easy sharing.

5 Action Items for Getting Started Today

q  Interview 5 top performers for persona research. q  Record a Facebook Live video about employees’ day-to-day. q Create visual social media assets for easy sharing. q Draft emails from executives to nurture top prospects.

5 Action Items for Getting Started Today

q  Interview 5 top performers for persona research. q  Record a Facebook Live video about employees’ day-to-day. q Create visual social media assets for easy sharing. q Draft emails from executives to nurture top prospects. q  Find and analyze your most popular employer brand content.

5 Action Items for Getting Started Today

…attract passive talent. Inbound recruiting can…

…convert interest into applicants. Inbound recruiting can…

…scale your resources. Inbound recruiting can…

…create a remarkable candidate experience.

Inbound recruiting can…

THANK YOU! hannah@hubspot.com @hbfleishman