james gilbert - how to attract top talent by thinking like an inbound marketer
Post on 23-Jan-2018
65 Views
Preview:
TRANSCRIPT
INBOUND RECRUITING
How to Hire Top Talent by Thinking Like a Marketer
Head of Marketing, APAC
James Gilbert
@jatgilbert
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.
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
Events
Live Chat
Surveys
Smart Content
Workflows
INBOUND RECRUITING
METHODOLOGY
What is he
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
CAPTUR
E:
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
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
Visitors
Contacts
Candidates
Hires
Visitors
Contacts
Candidates
Hires
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…
Interview 5 top performers for persona research.
5 Action Items for Getting Started Today
Interview 5 top performers for persona research.
Record a Facebook Live video about employees’ day-to-day.
5 Action Items for Getting Started Today
Interview 5 top performers for persona research.
Record a Facebook Live video about employees’ day-to-day.
Create visual social media assets for easy sharing.
5 Action Items for Getting Started Today
Interview 5 top performers for persona research.
Record a Facebook Live video about employees’ day-to-day.
Create visual social media assets for easy sharing.
Draft emails from executives to nurture top prospects.
5 Action Items for Getting Started Today
Interview 5 top performers for persona research.
Record a Facebook Live video about employees’ day-to-day.
Create visual social media assets for easy sharing.
Draft emails from executives to nurture top prospects.
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…
top related