Inbound Marketing for Recruiters: Becoming a Magnet for Top Talent

Abakar Saidov

Beamery

Topics for Today• What is Inbound Marketing

• Why is it relevant to recruitment

• How to treat candidates like customers

What is Inbound Marketing?

The big idea...

“Organically earning consumer attention without ‘interrupting’ their flow of activity”

Definition

What does it mean?

Brand, Content and Experience that attracts consumers to a product or service

Inbound Methodology

InboundInterruption vs

>90% of clicks

<10% of clicks

Why Inbound Works

The right content makes your marketing efforts relevant and helpful to customers

Every interaction a consumer has with your brand strengthens the relationship

Great content helps you establish your brand and stand out from competition

Does it work?

Inbound Recruitment

Recruiting Today

Average number of working days to hire

27

Seconds spent reading job descriptions

7

candidates drop off during application flow

75%

Customers or Candidates

Recruiting

Recruitment Marketing

Candidate Lifecycle

“Talent Acquisition has changed dramatically. It is no longer about placing ads and waiting for the resumes to roll in”

Attract

Attracting Qualified

Candidates Really Great Content

- Culture & Environment- Photos & Videos- Employee Testimonials

SEO & Web Presence

- Keywords- URL Structure- Mobile Optimization

- Content Distribution- Online Chats- Hashtags

Audience Reach & Social

What Works?

Engaging1

- Novel Copy Style- “Selling” the company- Showcases culture

effectively

- Large Header Image- Big Photos & Video- Visuals processed 60,000x

faster

Visual2

- Simple navigation- Great candidate experience- 50% dropoff with each additional

click

Navigation3

Content

Personas: Why do they matter?

What are their interests?What are their skills?Where do they spend time?

It’s essential to build a picture of what an ideal new hire would look like

Align your content strategy to target the ideal persona

Convert“Most Candidates do not arrive at your site ‘ready to apply’, yet the

application button is typically the only conversion point that companies have”

Converting

Candidates

who are not ready to apply

Make it Easy

- You only need an email- Calls to Action- Every field you remove increases - Conversion by 26%

Make it Worthwhile

- No more job alerts!- Gated Content- Email is 40x better for conversion than

Twitter & Facebook combined

- Talent Community- Live Chat & Events- Live chat boosts conversion by 10-20%

Start Conversations

What Works?

- Easy way for candidates to get news on events and relevant job updates

- Chance to meet employees and discuss opportunities

- Connect with team members and discuss life at Lockheed

Conversation

1

2

3

Talent Network

Events

Live Chat

Conversion is not just ApplicationsInbound marketing is about capturing the top of the funnel

Stop: trying to make elaborate job descriptions and really complex careers sites

Start: giving candidates a way to interact with your careers portal and start a relationship without applying

Engage

“Transparency is how you take someone from being a passive candidate to an enthusiastic applicant”

Engagement StrategyOn Average it takes up to 7 touch points to convince someone to apply

How should you

Engage?

Invitations to WebinarsQ&A with your TeamIn-person and Online meetups

Major company newsNew clients, investments, key hires

Value-adding content for recipientsEngineering blog posts, product and design tutorials

ApplySecondary Funnell Visibility● Streamlined process &

workflow● Candidate visibility into

status● Shorter forms● Mobile Careers (not

mobile apply)

Make Candidates your Advocates● A good process can mean● Distracting potential

customers and encouraging clicks

● Purely Transactional● Responsible for <10% of

clicks on the web

Refer

Analyze

“Without data, companies are blind and deaf and wondering onto the Web like dee on a freeway”

What metrics should you be tracking?

- Visitor Growth

- Source Channels

- Bounce Rate

Attract

- Conversion %

- Form Completion

- Pipeline Growth

Convert

- Open Rate

- Response Rate

- Social Metrics

Engage

Build it and they will come...

CreateContent

EstablishConnection

DriveConversion

NurtureEngagement

PersonaliseCommunicatio

nCollectData

Key Principles of Inbound Marketing for Recruitment

About us

Founded in 2014, Beamery is the world’s most advanced Sourcing and Recruitment Marketing platform. We are on a mission to make recruitment better by empowering companies to treat candidates like customers, and focus on communication not process.

Beamery provides cloud-based software that enables talent acquisition teams to source faster and more effectively, build talent pools and improve the candidate experience.

Web: www.beamery.com | Twitter: @BeameryHQ