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Inbound Recruiting 101:
Employer Branding Tips
to Hire Top Talent
Hannah Fleishman
Recruitment Marketing
HubSpot
@hbfleishman
Recruiting was
company-centric:
•  Classified job ads
•  Brochures
•  Billboards
THEN…
Recruiting is
candidate-centric:
•  Glassdoor
•  Linkedin
•  Social media
NOW…
Today, 73% of candidates start
their job search on Google.
Today, 73% of candidates start
their job search on Google.
Why is this so important
for recruiters?
75% of
professionals are
passive candidates.
Employer brand
reaches talent that
isn’t proactively
looking.
Recruiters who
represent a strong
employer brand are
2X as likely to
receive responses
from candidates
they contact.
75% of
professionals are
passive candidates.
Employer brand
reaches talent that
isn’t proactively
looking.
Recruiters who
represent a strong
employer brand are
2X as likely to
receive responses
from candidates
they contact.
Attracting inbound
applicants is
critical. High-
growth companies
won’t scale on
referrals and
sourcing alone.
75% of
professionals are
passive candidates.
Employer brand
reaches talent that
isn’t proactively
looking.
Recruiters who
represent a strong
employer brand are
2X as likely to
receive responses
from candidates
they contact.
You have to invest in
telling your employer
brand story to hire top
talent today. Period.
What’s the bottom line?
That’s where
inbound recruiting
comes in.
That’s where
inbound recruiting
comes in.
Wait, what’s inbound?
Inbound marketing
matches the way people
shop and buy today.
Inbound recruiting
matches the way people
find jobs today.
Inbound
Marketing
PromotersCandidatesContacts
Inbound
Marketing
Inbound
Recruiting
Search
Glassdoor
Social Media
Job Ads
Jobs Site Content
Forms
Calls-to-Action
Email
Workflows
Applicant Resources
Surveys
Can. Experience
Inbound is about building
relationships through
valuable content and
helpful interactions.
Inbound is about building
relationships through
valuable content and
helpful interactions.
recruiting
Inbound
+
Recruiting
Inbound
+
Recruiting
Inbound
+
Recruiting
Inbound
+
Recruiting
At HubSpot,
70% of candidates
are inbound candidates.
READY?
4 ways you (yes, you) can build your
employer brand with inbound recruiting.
Today.
UNDERSTAND YOUR
CANDIDATE PERSONA
1
Who is your company’s
ideal candidate?
Who is your company’s
ideal candidate?
Who thrives in your
company culture?
Who raises the bar?
What traits do they have?
What makes them so
great to work with?
•  What were her motivations for joining
your company?
•  Which parts of her candidate
experience were amazing? Which were
negative?
•  What was her research process 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
Attract the right people
by deeply understanding
your candidate persona.
CREATE HELPFUL,
ENGAGING CONTENT
2
Fill in existing gaps in the
candidate’s experience
and answer questions.
Tell an authentic story about
why your company’s 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 your company.
SHOW, DON’T TELL,
ON SOCIAL MEDIA
3
62% of job seekers visit social
media channels to evaluate
employer brand.
Find
social
ambassadors
Do an
employee
takeover
Experiment
Employees are
your #1 resource.
STAY ON
TOP TALENT’S RADAR
4
How can we build relationships
with people who aren’t
ready to apply?
NURTURE
top talent with
valuable, relevant
interactions.
Ask for an email address
using opt-in forms
1
2
2 Send contacts
relevant content
Keep an open dialogue3
Make finding a job
more human.
1. Know and understand your candidate persona.
2. Create engaging content your persona actually wants.
3. Use social media and your employees to tell a story.
4. Nurture contacts before asking for a resume.
	
  
Start your inbound recruiting today:
1. Know and understand your candidate persona.
2. Create engaging content your persona actually wants.
3. Use social media and your employees to tell a story.
4. Nurture contacts before asking for a resume.
	
  
Start your inbound recruiting today:
1. Know and understand your candidate persona.
2. Create engaging content your persona actually wants.
3. Use social media and your employees to tell a story.
4. Nurture contacts before asking for a resume.
	
  
Start your inbound recruiting today:
1. Know and understand your candidate persona.
2. Create engaging content your persona actually wants.
3. Use social media and your employees to tell a story.
4. Nurture contacts before asking for a resume.
	
  
Start your inbound recruiting today:
The line between marketing
and recruiting is changing.
Thank you!

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