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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.

Publicado en: Reclutamiento y RR. HH.

Inbound Recruiting: Hire Top Talent By Thinking Like a Marketer

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

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