james gilbert - how to attract top talent by thinking like an inbound marketer

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.

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 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

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

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

Don’t try to boil the ocean…

What can you do today? Identify your top-performing

employer brand content.

Analyze it.


CHANGED.


CHANGED. But so has

HR…

Interview 5 top performers for persona research.

5 Action Items for Getting Started Today


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.





Draft emails from executives to nurture top prospects.

Find and analyze your most popular employer brand content.


…attract passive talent.

Inbound recruiting can…

…convert interest into applicants.


…scale your resources.


…create a remarkable candidate experience.


THANK YOU! https://m.me/jatgilbert @jatgilbert

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james gilbert - how to attract top talent by thinking like an inbound marketer

Recruiting & HR