Recruiters guide to inbound marketing
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This webinar will show recruiters strategies to launch their own inbound marketing strategy.
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Recruiters guide to inbound marketing
- 1. The Recruiter’s Guide to Inbound Marketing
- 2. Meet Our Presenters Matt Charney Executive Editor, RecruitingDaily @MattCharney Chris Brablc Director of Marketing, Smashfly @CBrablc
- 3. Agenda • What Is Inbound Marketing for Recruiters? • Turning Attraction Into Action • Candidate Conversion Tactics • Pipeline Acceleration
- 4. WHAT IS INBOUND MARKETING FOR RECRUITERS?
- 7. Click Here!
- 10. Recruiters Today • Candidate experience viewed as bad • Smarter candidates • Employer brand is shaped online • Increased competition for skilled candidates • Decreasing budget with rising talent demands
- 13. Inbound Marketing in a Tweet
- 15. Inbound $ < Outbound $
- 16. Seamless Apply ProcessApplicant Conversion Turn Employees into Talent Ambassadors Recruiting Methodology The Model Talent Pool Generation
- 20. Persona Example
- 23. Repurpose Content Up to 4x GREAT READ @ Hubspot! New Data: What Types of Content Perform Best on Social Media?
- 24. Internal Outreach Campaign Example - Cox Tactic Execution Date(s) Details Intranet article Who/What/When/Where/How/Why Onboarding Drip to Candidates 30/60/90 day drip email reminding new hires to complete a review on Glassdoor Email Campaign via company newsletters Embedded calls-to-action in company newsletters prompting employees to leave reviews on GD Display ads on company intranet Link back to intranet article Display ads on company loop monitors Promote resource destination Campus Activations Target, educate and engage general employee population about Glassdoor, the survey, and the decision to become an Open Company Share results Determine reporting cadence
- 25. What SHOULD be Measured • Cost per qualified lead • Source per hire • Time to fill • Bounce and unsubscribe rate • Referrals • Net promoter index
- 29. Points of Conversion • Job Descriptions • Tailored Landing Pages • Opt-In Forms • Calls-to-Action
- 30. Job Description Best Practices Be Clear Include the Basics Develop a Team Checklist Incorporate Search Engine Logic Use Video and Images
- 37. Opt In Forms
- 42. The “lead” should be able to glance at your email and, within five seconds, know the value it provides them. Lead Nurturing: E-mail Automation (Drip Marketing)
- 43. 69% would not take a job with a company that had a bad reputation, even if they were unemployed! 94%are likely to apply to a job if the employer actively manages their employer brand
- 45. Free (or Almost Free) Tools • Social: – Hootsuite – BufferApp • Images: – Canva • Blog: – Wordpress • Video: – Google Hangouts – Skype
- 46. Thanks For Watching! Get your copy of the Recruiter’s Guide to Inbound Marketing: http://recruitingdai ly.com/inbound- marketing-for- recruiters
Notas del editor
- 2007, RIP Biggie Smalls, the year Leonardo Dicaprio declared himself King of the World and bizarely the Florida Marlins won their last world series.
- Looks similar for Recruiting Facing Today Candidate Experience viewed as Bad Job Boards are less effective, SEO and other channels emerge Smarter Candidates Candidates use multiple sources and connections to understand employer fit Employer Brand is shaped online Glassdoor and Indeed provide candidates and employees to rate your employment brand. Increased Competition for skilled candidates Unemployment lows in key disciplines (candidates have choices) Decreasing Budget with Rising Talent Demands
- Sames strategies = bad results and a lot of recruiters left looking like this guy
- Evangelized by Hubspot in 2007 (literally wrote the book on it.) https://twitter.com/mvolpe/status/364855083290206210 Converting by Adding Value and Educating vs. Selling Consumers Find You
- Slide 14 (new slide): Want a transition around what are the essential elements of Inbound Marketing strategy. Again this will just be a background image with text over top The challenge isn’t finding names anymore – it’s actually getting their attention. What does it take to do that? Simply, compelling and relevant content that makes you stand out from the competition How to listen to the market and get the information you’re looking for from the talent you want to create and deliver the right message. It's about how we attract them to our brand and that takes content and more appropriately the right content (not just jobs) Like the right content, right place, right time image
- What Needs to Evolve Conversion before Application Content Throughout Process Relationships vs. Widgets Measure Conversions down the funnel
- We break down the same company story from two different perspectives across two candidate journeys, highlighting how compelling content must be tailored to tell the story your audience wants to hear. We’ll use a real life example from Sodexho (entry level vs. corporate, exempt)
- Transition: write for a persona
- What do candidates want most when they apply for jobs? Answer: timely feedback from the employer. Will then tie this into how this can be automated within a recruiting CRM tool (Chris).
- Once you’ve found the balance for your recruitment marketing channels, you need to provide a reason for job seekers to engage with your brand. And that reason is CONTENT. Content can be a scary 7-letter word, but it doesn’t have to be that complicated. Content can be created in-house or via a third-party service like Outspoken Media, Scripted, Blog Mutt. You can repurpose what you already have but it needs to be created thoughtfully, considering the audience you are trying to reach and how they get information. For example, this presentation today is a piece of content I could repurpose. I could host a webinar, record this and post it on YouTube or even write a blog post about it and then embed my slides. I can get a lot of legs out of this without necessarily creating new content. Once you have your base set of content, you’ll want to begin breaking it up and plugging it into a content map and determine which pieces you’ll want to schedule using tools like Buffer, Hootsuite, CrowdBoost, and which you will push organically and who will own that process. Creating a content map aligned to specific goals helps ensure that you are sharing content that is relevant to your target audience and provides max ROI.
- Engagement is the key driver to keeping anyone on your website. You want to Drive candidates to additional pages on your website. Have them interested enough in your product where they subscribe to something like a blog. Have them coming back to your site. We’re going to talk about the strategies you need to get it done
- All share worst examples
- Give before you take. Let them come away with something before they give back. Whitepaper, Blog, Video
- Keep it simple. Long application processes drive candidates nuts Use LinkedIn as a way for people to apply Have them connect through Facebook ( I could use an example here, but it seems smart & a way to keep engaged)
- Offering Free Promotions, products that may help them or may have you tell others about what products you are offering Rule of thumb: for every field of click required for any website visitor, there will be a 50% drop off. Similarly, the bounce rate for career landing pages is around 85%.
- Great Landing page example – highlight what is squared up
- How to get candidates to go deeper on your sites with things like promotions, webinars, videos and targeted content for each candidate’s “buying journey.”
- Referrals- at the job description- If you aren’t right for this job, can you send the e-mail of someone that may be the right fit. Referrals- have them answer a technical question for coding- if they aren’t the right answers, have them answer How to get more referrals by building brand ambassadors and messaging openings internally. Examples will include Rosetta Stone, Zappos, Expedia and KPMG (suggested).
- The key to SEO is to think like your persona – how would they search for this job? What do they call themselves? Do not get creative with job titles – that’s typically the SEO title of your page.
- The importance of building a talent network – 60% of candidates drop off sometime during the apply process, meaning an opportunity wasted to capture the information they need to actually turn them into applicants. Take this right out of the marketing playbook
- How do we bridge the gap between personal communications for 1000’s of candidates? Targeted Marketing Automation Your Applicant Tracking System is a CRM system – and can be used to build scalable, sustainable relationships. We’ll look at how the candidate funnel from visitor to hire breaks down by the numbers (from 200 resumes for an open position to 25 qualified candidates to 5 finalists to 1 hire) and how to implement retargeting and follow up communications via e-mail to turn silver medalists into engaged brand advocates – and customers.
- You have a captive audience. Everyone who has interest in your companies product or service and believe in what you do should be considered as a potential prospect and we should capture their information the best we can. << Chris can chime in about things like Zappos & other companies he knows.
- What do candidates want most when they apply for jobs? Answer: timely feedback from the employer. Will then tie this into how this can be automated within a recruiting CRM tool (Chris).
- Slide 2: When and How to Engage Determine Candidate Communication Plan Mass Targeted Content for Candidate Pipelines and Stages Closing the Loop – Candidate Action with Employer Reaction How long does it take to convert a qualified candidate to apply? Image: Thinking of a flow chart with different touchpoints Note from Will: Reaching out to candidates who have similar interests and finding the right role for them, not just the one they applied to. I think this is something everyone could improve upon. Ideally, we would spend less time rejecting and more time engaging with interesting candidates. Having informational interviews and seeing if they are a good fits for the culture of the organization
- -Job applicants have access to more information about potential employers than ever before. Candidates can now weigh their options, comparing benefits and salary, and decide which opportunity and employer are right for them. It’s as much about the candidate interviewing you nowadays as you are them. -So, people are increasingly searching for a company to work for in the same way that they would search for a car, house, or restaurant. -That means that as a recruiter, you have to be able to market the strengths of your employer brand and stand out to the talent that you are trying to reach. This will help you get ahead of competition and ultimately land you more quality applicants and hires. -69% would not take a job with a company that had a bad reputation, even if they were unemployed! 84% would consider leaving their current jobs if offered another role with a company that had an excellent corporate reputation. And most in $75-100K salary range would only require a 1-10% salary increase to consider such a move (Allegis Group Services Study, Aug 2012: 1,010 US workers) *Source: Allegis Group Services Study, August 2012 (1,010 US Workers) Source: Glassdoor site survey oct. 2014 Smart organizations are joining the conversation to influence candidates. In today’s recruiting landscape, company information is out there whether you want it to be or not. If you aren’t actively managing your brand and reputation, someone else will write the story for you!
- Candidate experience counts! Given the fact that candidates are 83% more likely to become customers of a company with whom they have a good application experience, keeping your pipeline engaged and your employer brand top of mind can transform candidates into customers. Not to mention turning recruiting from a cost center to a profit leader.