Abakar Saidov, CEO of Beamery, presents "Inbound Marketing for Recruiters" at the Recruiting Optimization Roadshow.

1. Inbound Marketing for
Recruiters: Becoming a Magnet
for Top Talent
Abakar Saidov
Beamery

2. Topics for Today
• What is Inbound Marketing
• Why is it relevant to recruitment
• How to treat candidates like customers

3. What is Inbound Marketing?

4. The big idea...
“Organically earning consumer attention without
‘interrupting’ their flow of activity”
Definition
What does it mean?
Brand, Content and Experience that attracts
consumers to a product or service

5. Inbound Methodology

6. InboundInterruption
vs
>90% of clicks<10% of clicks

7. Why
Inbound
Works
The right content makes your marketing efforts
relevant and helpful to customers
Every interaction a consumer has with your
brand strengthens the relationship
Great content helps you establish your brand
and stand out from competition

8. Does it work?

9. Inbound Recruitment

10. Recruiting Today
Average number
of working days
to hire
27
Seconds spent
reading job
descriptions
7
candidates drop
off during
application flow
75%

11. Customers or Candidates

12. Recruiting

13. Recruitment Marketing

14. Candidate Lifecycle

15. “Talent Acquisition has changed dramatically. It is no longer about placing ads
and waiting for the resumes to roll in”
Attract

16. Attracting
Qualified
Candidates
Really Great Content
- Culture & Environment
- Photos & Videos
- Employee Testimonials
SEO & Web Presence
- Keywords
- URL Structure
- Mobile Optimization
- Content Distribution
- Online Chats
- Hashtags
Audience Reach & Social

17. What
Works?
Engaging1
- Novel Copy Style
- “Selling” the company
- Showcases culture effectively
- Large Header Image
- Big Photos & Video
- Visuals processed 60,000x faster
Visual2
- Simple navigation
- Great candidate experience
- 50% dropoff with each additional click
Navigation3
Content

18. Personas: Why do they matter?
What are their interests?
What are their skills?
Where do they spend time?
It’s essential to build a picture of what an ideal new hire would look like
Align your content strategy to target the
ideal persona

20. Convert
“Most Candidates do not arrive at your site ‘ready to apply’, yet the application button
is typically the only conversion point that companies have”

21. Converting
Candidates
who are not ready
to apply
Make it Easy
- You only need an email
- Calls to Action
- Every field you remove increases
- Conversion by 26%
Make it Worthwhile
- No more job alerts!
- Gated Content
- Email is 40x better for conversion than
Twitter & Facebook combined
- Talent Community
- Live Chat & Events
- Live chat boosts conversion by 10-20%
Start Conversations

22. What
Works?
- Easy way for candidates to
get news on events and
relevant job updates
- Chance to meet employees
and discuss opportunities
- Connect with team members
and discuss life at Lockheed
Conversation
1
2
3
Talent Network
Events
Live Chat

23. Conversion is not just Applications
Inbound marketing is about capturing the top of the funnel
Stop: trying to make elaborate job descriptions and really
complex careers sites
Start: giving candidates a way to interact with your
careers portal and start a relationship without applying

24. Engage
“Transparency is how you take someone from being a passive candidate to an
enthusiastic applicant”

25. Engagement Strategy
On Average it takes up to 7 touch points to convince someone to apply

26. How should
you Engage?
Invitations to Webinars
Q&A with your Team
In-person and Online meetups
Major company news
New clients, investments, key hires
Value-adding content for recipients
Engineering blog posts, product and design
tutorials

27. Apply
Secondary Funnell Visibility
● Streamlined process &
workflow
● Candidate visibility into status
● Shorter forms
● Mobile Careers (not mobile
apply)
Make Candidates your Advocates
● A good process can mean
● Distracting potential
customers and encouraging
clicks
● Purely Transactional
● Responsible for <10% of
clicks on the web
Refer

28. Analyze
“Without data, companies are blind and deaf and wondering onto
the Web like dee on a freeway”

29. What metrics should you be tracking?
- Visitor Growth
- Source Channels
- Bounce Rate
Attract
- Conversion %
- Form Completion
- Pipeline Growth
Convert
- Open Rate
- Response Rate
- Social Metrics
Engage

30. Build it and they will come...
Create
Content
Establish
Connection
Drive
Conversion
Nurture
Engagement
Personalise
Communication
Collect
Data
Key Principles of Inbound Marketing for Recruitment

31. About us
Founded in 2014, Beamery is the world’s most advanced Sourcing and Recruitment Marketing
platform. We are on a mission to make recruitment better by empowering companies to treat
candidates like customers, and focus on communication not process.
Beamery provides cloud-based software that enables talent acquisition teams to source faster
and more effectively, build talent pools and improve the candidate experience.
Web: www.beamery.com | Twitter: @BeameryHQ