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Inbound recruitment marketing checklist


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Inbound Recruitment Marketing Strategy: Your Ultimate Checklist

Published in: Recruiting & HR
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Inbound recruitment marketing checklist

  2. 2. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist 2 Candarine, 2016 Step.1 For some recruiters and HR teams, launching an inbound recruitment strategy can seem like flipping everything you have previously done on its head. The Last Click Attribution model is broken. Candidates hold all the cards. It’s time to embrace inbound marketing for recruitment and talent acquisition. This can seem tricky at first, which is why we have created this handy, easy-to-reference checklist. Audit the current status of recruitment marketing in your company, across every channel and brand. List your recent (over at least the last 3 months) recruitment marketing activities Evaluate their ROI (if possible), using the usual recruitment metrics, including the number of CVs, interviews and job offers (if any) Collect and audit the relevant content from those campaigns, from articles to emails. This content can be reused without any significant time or resource investment. Auditing and defining your current TA aaproach Content Mapping, Production and Distribution Analytics: Measure results and re-evaluate the strategy Inbound Recruitment Marketing Strategy: Your Ultimate Checklist
  3. 3. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist 3Candarine, 2016 Step.2 Step.3 Set inbound recruitment goals for the next 6 - 12 months. Assess current recruitment needs, likely turnover in that period. Measure staffing requirements against growth objectives. Decide how many new staff you hope to recruit using an inbound marketing strategy. This could be a percentage of your overall target, or a specific group of new employees, as a test case for inbound. Define your employer brand: Take an employee poll to find the main benefits of working for your business. Allow them to be honest, in the same style as a 360 appraisal, to ensure you know areas that can be improved or could affect brand image. Make a list of the top five attributes that define your company culture And then determine: What are the top values your company treasures the most? For this to be effective, it should be a value management and staff both share. What is your company’s “sweet spot”, area of expertise (usually this is something that your brand already has a strong reputation for, e.g. value for money or great customer service?
  4. 4. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist 4 Candarine, 2016 Step.4 Step.5 Talent pool segmentation: List the talent your organisation requires over the next 6 - 12 months, and divide them into groups by skill-set, seniority and other common factors. Create personas for each segment: Define very clearly according to skills, education, geography, level of education, interests, background and other relevant demographic factors (within appropriate equal opportunity guidelines). Profiles of current employees and interviews might help with this task. Create separate segments for each demographic or role-based group in your TRM (Talent Relationship Management system). Content definition and mapping: Decide what type content would be most effective for each stage in the talent acquisition journey (based on the buyer’s journey): Aware- ness, Evaluation and Decision, with content tailored according to each segment. List theme and topic ideas, and then as a group, rate them according to the criteria relevant to your recruitment marketing KPIs (e.g. virality, informative, educational, funny). Produce an editorial calendar with a quarterly content plan, budget, outsource partners (as needed) and relevant roles within the marketing and recruitment teams.
  5. 5. Inbound Recruitment Marketing Strategy: Your Ultimate Checklist 5Candarine, 2016 Step.6 Step.7 Content distribution: Research and list all the possible channels your content should be distributed within. Each stage of the talent acquisition journey requires reach at different levels, e.g. a huge talent base which is currently unaware of your employer brand should be targeted through as many channels as possible. Evaluate and choose paid advertising options. Programmatic advertising has dramatically increased its capacity to reach highly targeted audiences, with this approach bringing together data from search engines and social networks, allowing you to engage with the talent pool your business needs to succeed. Analytics. Measure and monitor the impact of the strategy, using inbound marketing KPIs, including web traffic, time on careers pages / job adverts, and the number of inbound candidates. Step.8 Evaluate the strategy. Assess the impact, the quality of candidates compared to the traditional approach and decide whether to continue or increase the use of inbound as a talent acquisition tool.