inbound recruiting: hire top talent by thinking like a marketer

72
INBOUND RECRUITING How to Hire Top Talent by Thinking Like a Marketer

Upload: hubspot

Post on 21-Jan-2018

10.794 views

Category:

Recruiting & HR


0 download

TRANSCRIPT

Page 1: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 2: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Inbound Recruiting Program Manager HANNAH FLEISHMAN

@hbfleishman

Page 3: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

WHAT’S INBOUND RECRUITING?

Page 4: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

ONCE UPON A TIME…

Page 5: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

THEN…

Page 6: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Today, 73% of candidates start their job search on

Google.

CareerBuilder Candidate Behavior Report, 2015

Page 7: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

NOW…

Page 8: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

RECRUITING has dramatically CHANGED.

Page 9: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

59% of companies are investing more in their employer brand

compared to last year.

LinkedIn Global Recruiting Trends, 2016

Page 10: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

A SECRET… Employer branding isn’t the answer…

Page 11: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

…it’s one piece of the puzzle.

Page 12: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

top talent at scale.

Page 13: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

top talent at scale. where that puzzle

piece comes in!

Page 14: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

WHAT IS INBOUND?

Page 15: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

INBOUND MARKETING IS…

Page 16: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 17: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

INBOUND MARKETING METHODOLOGY

Page 18: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 19: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 20: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

What is she talking about?

Page 21: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Inbound marketing matches the way people

shop and buy today.

Page 22: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Inbound recruiting matches the way people

find jobs today.

Page 23: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

5 Steps… to start inbound recruiting today.

Page 24: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 25: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

KNOW YOUR AUDIENCE

1

Page 26: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Who is your ideal candidate?

Page 27: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

•  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

Page 28: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Put yourself in the candidate’s shoes.

Page 29: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 30: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

CREATE THE RIGHT CONTENT

2

Page 31: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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.

Page 32: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Types of employer brand content:

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

Page 33: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

FACT: 76% of candidates want to know

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

CareerBuilder’s 2016 Candidate Behavior Study

Page 34: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Website Copy

Page 35: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Blog Posts

Page 36: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Video

Page 37: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 38: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

GET SOCIAL WITH YOUR TALENT NETWORK

3

Page 39: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

2015 Employer Brand Survey, Career Arc

Page 40: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Two ways to think about inbound recruiting on social media…

CAPTURE CREATE

Page 41: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Amplify Ambassadors

CAPTURE:

Page 42: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Employee Takeovers

CREATE:

Page 43: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

CAPTURE CREATE

Social Sharing Kit

Page 44: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Canva: Free tool for designing easy social images

Page 45: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

ClickToTweet: Free tool for “lazy” tweets

Page 46: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 47: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

NURTURE YOUR JOB PROSPECTS

4

Page 48: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 49: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

2

2 NURTURE WITH CONTENT

Sign up form

Email

Page 50: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

2 NURTURE WITH THE C-SUITE

Calendar Reminder Personalized Email

Page 51: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 52: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

TRACK AND EVALUATE YOUR INBOUND EFFORTS

5

Page 53: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

2015 Employer Brand Survey, Career Arc

Page 54: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 55: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Visitors

Contacts

Candidates

Hires

Page 56: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Jobs website

Visitors

Contacts

Candidates

Hires

Page 57: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Jobs website

Subscribers + attendees

Visitors

Contacts

Candidates

Hires

Page 58: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Jobs website

Subscribers + attendees

Visitors

Contacts

Candidates

Hires

Page 59: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

Don’t try to boil the ocean…

Page 60: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 61: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

RECRUITING has dramatically CHANGED.

Page 62: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

RECRUITING has dramatically CHANGED.

But so has HR…

Page 63: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

q  Interview 5 top performers for persona research.

5 Action Items for Getting Started Today

Page 64: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 65: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 66: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 67: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

Page 68: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

…attract passive talent. Inbound recruiting can…

Page 69: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

…convert interest into applicants. Inbound recruiting can…

Page 70: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

…scale your resources. Inbound recruiting can…

Page 71: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

…create a remarkable candidate experience.

Inbound recruiting can…

Page 72: Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

THANK YOU! [email protected] @hbfleishman