Inbound Recruiting · Inbound Recruiting Funnel Awareness Preference Apply Loyalty Brand Advocates...
Transcript of Inbound Recruiting · Inbound Recruiting Funnel Awareness Preference Apply Loyalty Brand Advocates...
Inbound Recruiting
Lane Sutton & Audra Knight@LaneSutton @Media2Knight
NICE TO MEET You recruiter.
About Us
@LaneSutton @Media2Knight
#SRSC
Inbound started in marketing & sales. Now it works across the modern org.
@LaneSutton @Media2Knight
#SRSC
Our goal?Passive -> Active+Differentiate in a competitive candidate market
@LaneSutton @Media2Knight
#SRSC
Marketing Is to Recruiting as Marketing is to SalesMarketing supports sales
Goal: prospects -> leads -> customers
Metrics: leads, sales, traffic, conversions
Channels: any
Recruiting supports the entire company
Goal: candidates -> hires
Metric: quality of hire, source, conversions
Channels: Careers site and Careers-branded channels
Pro-tip: meet with marketing regularly@LaneSutton
@Media2Knight#SRSC
@LaneSutton @Media2Knight
#SRSC-Moz
Inbound Recruiting FunnelAwareness
Preference
Apply
Loyalty
BrandAdvocates
@LaneSutton @Media2Knight
#SRSC
CRM
ATS
Segment by Effort and Receptivity
@LaneSutton @Media2Knight
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Candidate Personas• Likes, dislikes
• Interests
• Channels
• Education
• Years of experience
• Past employers
• Location@LaneSutton
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Define your culture
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CONTENt#1 Rule: Always Add Value!
@LaneSutton @Media2Knight
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Content per stage
Always add value!
Awareness
Preference
Apply
Loyalty
BrandAdvocates
@LaneSutton @Media2Knight
#SRSC
Where to post CONTENT
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
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@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
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EngageIt’s not a one way conversation!
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Content CURATION
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Repurpose Content
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EMAIL54% open rate, 11% click rate, 30 new apps
Goal: AWARENESS and testing a new channel
Sent to ALL 8K candidates, including rejected
Wednesday 9am
Exported from Jobvite, send via MailChimp/HubSpot @LaneSutton
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A/B testingPick a variable to test twice and only change that.
● Time● Copy● Photo● Audience● Job● Video vs. photo● InMail vs. email
Compare both messages. Decide how to measure… engagement, clicks, candidates, etc.
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Metrics & ROI
ToFu: awareness, social engagement, site traffic, clicks
MoFu: number of candidates, time to apply, source of candidate
BoFu: number of hires, source of hire, quality of hire, time to hire, cost per hire, drop-off rates
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SUCCESS STORIES1. Travel Agent Video2. Hardware Stores3. Marcus Sheridan @LaneSutton
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Action Items1. develop a PERSONA2. CREATE CONTENT for each stage3. Meet with Marketing
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Q&A
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THANK YOU
@LaneSutton @Media2Knight
#SRSC