If your budget is tight AND if your effort & sweat is what is going to get it done, here are several examples of how you can get hires using inbound and outbound marketing. These examples are quick to execute, have a small budget, you can toss them or pivot away from them quickly, and they are wildly flexible to build.

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3. 3
What’s on Deck?
The digital landscape
The digital candidate
Inbound vs outbound communication
Methodology
Inbound examples
Outbound examples
Questions
Resources

4. 4
The Digital Recruiting Landscape
THEN (5-10 years ago) NOW
CAREERSJOB BOARD
• Recruiting is one of the most difficult
challenges companies face.
• We’re nearing 100% digital (unless
compliance issues)
• Candidates may know more about
you than you, them.
• Social Media/Network Options galore
IT’S DAUNTING & NOISEY!
LET’S SOLVE FOR THAT.

5. 5
THE DIGITAL CANDIDATE
• Who are they?
• How do they behave?
• Why do they make a decision?
• Having any challenges?

6. 6
S AL LY
Jr Marketing
Persona
I have had one job since graduating
college, am still here after 1.5
years. I’d like a role and company
where I feel good about the mission
I support. I learn quickly and would
like my next role to be with smart
and friendly people. Oh, I must be
able to advance quickly if I work
hard. I have a resume, but only
target companies I’m interested in. I
need an 8K increase to change
jobs. I don’t have a Twitter account
and rarely look at LinkedIn. I mostly
use Snapchat and Instagram.
J O E
DevOps Engineer
Persona
I mostly hang out at home with my
computer; it’s fun for me. I am learning new
languages like Chef, Hadoop, etc to keep
my skills fresh. I’ve been playing with
computers since age 11. I’m obsessed with
scaling huge infrastructure systems. I’m
happy as long as I’m challenged and don’t
have a dumb manager. Oh, and I do NOT
get on LinkedIn, nor do I like recruiters –
especially when they call me at work. I will
do my best to hide from all recruiters and
either follow past leaders or see who is
solving tough problems on HackerNews or
Github.
KEY MOTIVATORS
Challenge, Social Impact,
Flexibility, Money,
Career Growth, Colleagues
KEY MOTIVATORS
Interesting Problems,
Engineering Leadership,
Individual Impact, Learning,
Flexibility, Money
The Candidate
Persona

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RECRUITING
FUNNEL
Attract
Post research, use the
candidate persona to
attract, meaningfully.
Convert
Engage
Capture
Attract
Nurture
Engage
Keep their sight set on
you by giving them
something they want.
Capture
Get their info and make
it simple.
Nurture
Continue communication,
conversation so they
remain engaged
CONVERT
Make them yours.

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OVERALL METHODOLGY
Applied to inbound & outbound recruiting.
INNOVATE BASED
ON FINDINGS
EXECUTE
A/B TEST
RESEARCH &
PERSONA BUILD
PIVOT AS
NEEDED
MEASURE
IMPACT

9. 9Keep It Simple with a 60 / 40 Rule
When budget is tight, this rule is right. Even when it’s not tight.
INBOUND OUTBOUND
60% 40%

10. 10
THE IMPACT MATRIX
How do you decide
what to do with all the
options?
Let’s find out.

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47% of company
recruiting
departments are
forging strong ties
and partnering
with marketing.
– LinkedIn Survey

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Inbound Assets
• Specialty sites
• Careers page (30 second apply)
• Job descriptions
• Community Sites (Reddit, Quora, Slack)
• Blog
• Social media
• Social Listening
• Organic SEO
• Backlinks
• Email campaigns
• Video
• Webinars/online events
• Podcasts
• Community / marketing campaign
• White papers
• Influencers/influencer demo/blog
• Live link on careers page
• Infographics / Visual Content
• Candidate Resources

13. 13Community Cultivation
Lead
CommunityCandidate
THIS IS A BIG ONE
Multiple platform tested
- Channels developed: content strategy
creation after learning about our
audience via Practitioner Summit, social
media, developer interaction,
in-house advisory roles in-house and
gained major influencer support.
- Continually overachieve KPI’s >
173%/month
- Constant cycle of community > hires or
if they don’t fit, back into the
community as active members
Outcome: Created a 10,792 member
developer community in 8 months.
Team fully staffed.
Total Cost: $7895.00

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Try Something New: Bland to Visual
• Inputs:
Video + Job Description <200 Words
• Tools Used:
Fiverr.com, Career site, Youtube, ATS
• Outcome: 5 Sales Reps hired in 20 days
Cost: $75.00
JOB DESCRIPTION: Millward Brown/Compete has an energetic and supportive biz dev team. As a bonus, we enjoy providing honest feedback
PLUS give you insight into the good, bad, and ugly (say what?)! Uncapped $$, constant training, and no one barking at you to make 50 calls a
day to hit quota (since we’re all adults). Looking forward to chatting. Compete.com/careers

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AN APP MEETS TWITTER
THINK OUTSIDE THE BOX
• Inputs: 10 second video posted on Twitter
w/best hashtags to bring candidates to us.
• Platforms Used:
Twitter, GifX, Tagboard
Outcome: Hired perfect person in 6 days
with over 2500 views on YouTube.
Total Cost for hire: $3.99

16. 16THROW SOME HACKATHONS
Inputs:
Microsite, Email
campaigns, Event
Platforms Used:
Organic SEO, Email,
Media coverage
Outcome:
Hired 18 Engineers in
4 months
Cost for all hires:
$499.00

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Outbound Components
• Direct sourcing
• Calling direct
• Candidate ambassadors
• InMails
• Email campaigns with no customization
• Shout out to #FightSpam
• Messaging for all the ^ above
There is no
perfect formula
for the perfect
email. Authentic
and honest messaging
works.

19. 19GET CREATIVE WITH YOUR MESSAGING
CANDIDATE INFORMATION GUIDE CREATE PERSONALIZED VIDEOS
It’s about them, not you. Give them what they want!
No pic needed – use authentic messaging!

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Inputs: Microsite, Email campaigns, Event
Platforms Used: Splashthat, Video, Angelist, Streak
Outcome: Hired 16 Data Analysts that week.
Cost for all hires: $225.00
Dear Ms. Burns,
…..I’ve never felt so welcome at a company and
before coming to XYZ, I was intimidated to
interview with any company. You made it so easy
by letting us meet the team first. Regardless of the
outcome, I will never forget my experience with
XYZ. I hope to work with XYZ, but I am happy to
now know exactly what type of people I want to
work with and feel much more confident about
any choices I make. Thank you for setting me up
with my “non-interview”.
Sincerely, Candidate who joined 6/1/15
Outbound Events. Do it!

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QUESTIONS?
Keep In Touch!
Happy to share info, text, Gchat, Skype,
Facebook, Snapchat….
You get the point!
Icons take you to my online persona .
Email: marie@talentamp.io
Cell: 919.649.8756
Skype: marieburns2011

22. 22RESOURCES
HUBSPOT MARKETING SPREADSHEETS BUILTVISION STRATEGY HELPER v3