Inbound Recruitment Marketing Strategy: Your Ultimate Checklist

1. INBOUND
RECRUITMENT
MARKETING
STRATEGY:
YOURULTIMATE
CHECKLIST

2. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist
2 Candarine, 2016
Step.1
For some recruiters and HR teams, launching an inbound recruitment strategy can seem like
flipping everything you have previously done on its head. The Last Click Attribution model is
broken. Candidates hold all the cards. It’s time to embrace inbound marketing for
recruitment and talent acquisition.
This can seem tricky at first, which is why we have created this handy, easy-to-reference
checklist.
Audit the current status of recruitment marketing in your company,
across every channel and brand.
List your recent (over at least the last 3 months) recruitment marketing
activities
Evaluate their ROI (if possible), using the usual recruitment metrics,
including the number of CVs, interviews and job offers (if any)
Collect and audit the relevant content from those campaigns, from
articles to emails. This content can be reused without any significant
time or resource investment.
Auditing and
defining
your current TA
aaproach
Content
Mapping,
Production
and
Distribution
Analytics:
Measure
results and
re-evaluate the
strategy
Inbound Recruitment Marketing
Strategy: Your Ultimate Checklist

3. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist
3Candarine, 2016
Step.2
Step.3
Set inbound recruitment goals for the next 6 - 12 months.
Assess current recruitment needs, likely turnover in that period.
Measure staffing requirements against growth objectives.
Decide how many new staff you hope to recruit using an inbound
marketing strategy. This could be a percentage of your overall target,
or a specific group of new employees, as a test case for inbound.
Define your employer brand:
Take an employee poll to find the main benefits of working for your
business. Allow them to be honest, in the same style as a 360 appraisal,
to ensure you know areas that can be improved or could affect brand
image.
Make a list of the top five attributes that define your company culture
And then determine: What are the top values your company treasures
the most? For this to be effective, it should be a value management and
staff both share.
What is your company’s “sweet spot”, area of expertise (usually this is
something that your brand already has a strong reputation for, e.g.
value for money or great customer service?

4. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist
4 Candarine, 2016
Step.4
Step.5
Talent pool segmentation:
List the talent your organisation requires over the next 6 - 12 months,
and divide them into groups by skill-set, seniority and other common
factors.
Create personas for each segment: Define very clearly according to
skills, education, geography, level of education, interests, background
and other relevant demographic factors (within appropriate equal
opportunity guidelines). Profiles of current employees and interviews
might help with this task.
Create separate segments for each demographic or role-based group
in your TRM (Talent Relationship Management system).
Content definition and mapping:
Decide what type content would be most effective for each stage in
the talent acquisition journey (based on the buyer’s journey): Aware-
ness, Evaluation and Decision, with content tailored according to each
segment.
List theme and topic ideas, and then as a group, rate them according
to the criteria relevant to your recruitment marketing KPIs (e.g. virality,
informative, educational, funny).
Produce an editorial calendar with a quarterly content plan, budget,
outsource partners (as needed) and relevant roles within the marketing
and recruitment teams.

5. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist
5Candarine, 2016
Step.6
Step.7
Content distribution:
Research and list all the possible channels your content should be
distributed within. Each stage of the talent acquisition journey requires
reach at different levels, e.g. a huge talent base which is currently
unaware of your employer brand should be targeted through as many
channels as possible.
Evaluate and choose paid advertising options. Programmatic
advertising has dramatically increased its capacity to reach highly
targeted audiences, with this approach bringing together data from
search engines and social networks, allowing you to engage with the
talent pool your business needs to succeed.
Analytics.
Measure and monitor the impact of the strategy, using inbound
marketing KPIs, including web traffic, time on careers pages / job
adverts, and the number of inbound candidates.
Step.8 Evaluate the strategy.
Assess the impact, the quality of candidates compared to the
traditional approach and decide whether to continue or increase the
use of inbound as a talent acquisition tool.

6. INBOUND
RECRUITMENT
MARKETINGSTRATEGY:
YOURULTIMATE
CHECKLIST
CANDARINE
Phone. +1 315 2763424
Email. info@candarine.com
www.candarine.com
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