Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
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The world of recruiting has changed. Now, employers need to take an inbound approach to how they attract and engage with job seekers by using personalized marketing strategies.
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Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer
- 1. INBOUND RECRUITING How to Hire Top Talent by Thinking Like a Marketer
- 2. Inbound Recruiting Program Manager HANNAH FLEISHMAN @hbfleishman
- 4. ONCE UPON A TIME…
- 5. Recruiting was company-centric: • Classified job ads • Brochures • Career fairs THEN…
- 6. Today, 73% of candidates start their job search on Google. CareerBuilder Candidate Behavior Report, 2015
- 7. Recruiting is candidate-centric: • Glassdoor • LinkedIn • Social media NOW…
- 9. 59% of companies are investing more in their employer brand compared to last year. LinkedIn Global Recruiting Trends, 2016
- 10. A SECRET… Employer branding isn’t the answer…
- 11. …it’s one piece of the puzzle.
- 12. Inbound Recruiting The playbook for attracting, engaging with, and hiring top talent at scale.
- 13. Inbound Recruiting The playbook for attracting, engaging with, and hiring top talent at scale. where that puzzle piece comes in!
- 14. WHAT IS INBOUND?
- 16. INBOUND MARKETING IS… an approach focused on attracting and building relationships with customers through content and interactions that are helpful and relevant – not interruptive.
- 18. HIRING TOP TALENT IS HARD… WHAT WOULD A MARKETER DO?
- 19. PromotersCandidatesContacts Blogs & Keywords Social Media Glassdoor Jobs Site Content Forms Calls-to-Action Email Events Live Chat Surveys Smart Content Workflows INBOUND RECRUITING METHODOLOGY
- 20. What is she talking about?
- 21. Inbound marketing matches the way people shop and buy today.
- 22. Inbound recruiting matches the way people find jobs today.
- 23. 5 Steps… to start inbound recruiting today.
- 24. This just in! You don’t need a marketer to do great marketing.
- 26. Who is your ideal candidate?
- 27. • 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
- 28. Put yourself in the candidate’s shoes.
- 29. What can you do today? Interview 5 top performers at your company.
- 31. 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.
- 32. Types of employer brand content: • Employee profiles • Blog posts • Video content • Job descriptions • Photo content • Jobs site copy • And more!
- 33. FACT: 76% of candidates want to know what their day-to-day would be like at a company. CareerBuilder’s 2016 Candidate Behavior Study
- 34. Website Copy
- 35. Blog Posts
- 36. Video
- 37. What can you do today? Record a Facebook Live video of 1-2 employees talking about their work.
- 38. GET SOCIAL WITH YOUR TALENT NETWORK 3
- 39. 62% of job seekers visit social media channels to evaluate employer brand. 2015 Employer Brand Survey, Career Arc
- 40. Two ways to think about inbound recruiting on social media… CAPTURE CREATE
- 43. CAPTURE CREATE Social Sharing Kit
- 44. Canva: Free tool for designing easy social images
- 45. ClickToTweet: Free tool for “lazy” tweets
- 46. What can you do today? Create 5 social images in Canva to promote your hardest-to-fill job openings.
- 48. How can we nurture talent that isn’t ready to apply?
- 49. 2 2NURTURE WITH CONTENT Sign up form Email
- 50. 2NURTURE WITH THE C-SUITE Calendar Reminder Personalized Email
- 51. What can you do today? Write 4 personalized email drafts to key prospects from your exec team.
- 52. TRACK AND EVALUATE YOUR INBOUND EFFORTS 5
- 53. Only 33% of employers track employer branding initiatives to at least one HR performance metric. 2015 Employer Brand Survey, Career Arc
- 54. • Page Visits • Unique Views • Ranked Keywords • Retweets • Likes or Favorites • Click-Through-Rate • Open Rate • …and more
- 57. Jobs website Subscribers + attendees Visitors Contacts Candidates Hires
- 58. Jobs website Subscribers + attendees Visitors Contacts Candidates Hires
- 59. Don’t try to boil the ocean…
- 60. What can you do today? Identify your top-performing employer brand content. Analyze it.
- 62. RECRUITING has dramatically CHANGED. But so has HR…
- 63. q Interview 5 top performers for persona research. 5 Action Items for Getting Started Today
- 64. 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
- 65. 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
- 66. 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
- 67. 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
- 68. …attract passive talent. Inbound recruiting can…
- 69. …convert interest into applicants. Inbound recruiting can…
- 70. …scale your resources. Inbound recruiting can…
- 71. …create a remarkable candidate experience. Inbound recruiting can…