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INBOUND RECRUITING
How to Hire Top Talent by
Thinking Like a Marketer
Inbound Recruiting Program Manager
HANNAH FLEISHMAN
@hbfleishman
WHAT’S
INBOUND
RECRUITING?
ONCE UPON A TIME…
Recruiting was
company-centric:
•  Classified job ads
•  Brochures
•  Career fairs
THEN…
Today, 73% of candidates
start their job search on
Google.
CareerBuilder Candidate Behavior Report, 2015
Recruiting is
candidate-centric:
•  Glassdoor
•  LinkedIn
•  Social media
NOW…
RECRUITING
has dramatically
CHANGED.
59% of companies are investing
more in their employer brand
compared to last year.
LinkedIn Global Recruiting Trends, 2016
A SECRET…
Employer branding
isn’t the answer…
…it’s one piece of the puzzle.
Inbound Recruiting
The playbook for attracting,
engaging with, and hiring
top talent at scale.
Inbound Recruiting
The playbook for attracting,
engaging with, and hiring
top talent at scale. where that puzzle
piece com...
WHAT IS
INBOUND?
INBOUND MARKETING IS…
INBOUND MARKETING IS…
an approach focused on attracting and
building relationships with customers
through content and inte...
INBOUND MARKETING METHODOLOGY
HIRING TOP
TALENT IS HARD…
WHAT WOULD A
MARKETER DO?
PromotersCandidatesContacts
Blogs & Keywords
Social Media
Glassdoor
Jobs Site Content
Forms
Calls-to-Action
Email
Events
L...
What is she
talking about?
Inbound marketing
matches the way people
shop and buy today.
Inbound recruiting
matches the way people
find jobs today.
5 Steps…
to start inbound
recruiting today.
This just in!
You don’t need a marketer
to do great marketing.
KNOW YOUR
AUDIENCE
1
Who is your
ideal candidate?
•  What were her motivations for joining your
company?
•  Which parts of her candidate experience
were amazing? Which were...
Put yourself in the candidate’s shoes.
What can you do today?
Interview 5 top performers at your company.
CREATE THE RIGHT
CONTENT
2
Fill in existing gaps in the
candidate’s experience
and answer questions.
Tell an authentic story about
why a company is a...
Types of employer
brand content:
•  Employee profiles
•  Blog posts
•  Video content
•  Job descriptions
•  Photo content
•...
FACT:
76% of candidates want to know
what their day-to-day would
be like at a company.
CareerBuilder’s 2016 Candidate Beha...
Website Copy
Blog Posts
Video
What can you do today?
Record a Facebook Live video of
1-2 employees talking about their work.
GET SOCIAL WITH YOUR
TALENT NETWORK
3
62% of job seekers visit social
media channels to evaluate
employer brand.
2015 Employer Brand Survey, Career Arc
Two ways to think about inbound
recruiting on social media…
CAPTURE CREATE
Amplify
Ambassadors
CAPTURE:
Employee
Takeovers
CREATE:
CAPTURE CREATE
Social Sharing Kit
Canva: Free tool for designing easy social images
ClickToTweet: Free tool for “lazy” tweets
What can you do today?
Create 5 social images in Canva
to promote your hardest-to-fill
job openings.
NURTURE YOUR
JOB PROSPECTS
4
How can we nurture talent
that isn’t ready to apply?
2
2NURTURE WITH CONTENT
Sign up form
Email
2NURTURE WITH THE C-SUITE
Calendar Reminder
Personalized Email
What can you do today?
Write 4 personalized email drafts to
key prospects from your exec team.
TRACK AND EVALUATE
YOUR INBOUND EFFORTS
5
Only 33% of employers track employer branding
initiatives to at least one HR performance metric.
2015 Employer Brand Surve...
•  Page Visits
•  Unique Views
•  Ranked Keywords
•  Retweets
•  Likes or Favorites
•  Click-Through-Rate
•  Open Rate
•  ...
Visitors
Contacts
Candidates
Hires
Jobs website
Visitors
Contacts
Candidates
Hires
Jobs website
Subscribers + attendees
Visitors
Contacts
Candidates
Hires
Jobs website
Subscribers + attendees
Visitors
Contacts
Candidates
Hires
Don’t try to boil the ocean…
What can you do today?
Identify your top-performing
employer brand content.
Analyze it.
RECRUITING
has dramatically
CHANGED.
RECRUITING
has dramatically
CHANGED.
But so has HR…
q  Interview 5 top performers for persona research.
5 Action Items for Getting Started Today
q  Interview 5 top performers for persona research.
q  Record a Facebook Live video about employees’ day-to-day.
5 Actio...
q  Interview 5 top performers for persona research.
q  Record a Facebook Live video about employees’ day-to-day.
q  Cre...
q  Interview 5 top performers for persona research.
q  Record a Facebook Live video about employees’ day-to-day.
q  Cre...
q  Interview 5 top performers for persona research.
q  Record a Facebook Live video about employees’ day-to-day.
q  Cre...
…attract passive talent.
Inbound recruiting can…
…convert interest into applicants.
Inbound recruiting can…
…scale your resources.
Inbound recruiting can…
…create a remarkable candidate
experience.
Inbound recruiting can…
THANK YOU!
hannah@hubspot.com @hbfleishman
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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.

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  • DOWNLOAD THE BOOK INTO AVAILABLE FORMAT (New Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://fb2pdfbooks.com/ } ......................................................................................................................... Download Full EPUB Ebook here { http://fb2pdfbooks.com/ } ......................................................................................................................... Download Full doc Ebook here { http://fb2pdfbooks.com/ } ......................................................................................................................... Download PDF EBOOK here { http://fb2pdfbooks.com/ } ......................................................................................................................... Download EPUB Ebook here { http://fb2pdfbooks.com/ } ......................................................................................................................... Download doc Ebook here { http://fb2pdfbooks.com/ } ......................................................................................................................... ......................................................................................................................... ...................................................................................................................................
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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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