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