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Intro to Inbound Recruiting

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Intro to Inbound Recruiting

  1. 1. Inbound Recruiting Lane Sutton & Audra Knight @LaneSutton @Media2Knight
  2. 2. NICE TO MEET You recruiter.
  3. 3. About Us @LaneSutton @Media2Knight #SRSC
  4. 4. Inbound started in marketing & sales. Now it works across the modern org. @LaneSutton @Media2Knight #SRSC
  5. 5. Our goal? Passive -> Active + Differentiate in a competitive candidate market @LaneSutton @Media2Knight #SRSC
  6. 6. Marketing Is to Recruiting as Marketing is to Sales Marketing 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
  7. 7. @LaneSutton @Media2Knight #SRSC-Moz
  8. 8. Inbound Recruiting Funnel Awareness Preference Apply Loyalty Brand Advocates @LaneSutton @Media2Knight #SRSC CRM ATS
  9. 9. Segment by Effort and Receptivity @LaneSutton @Media2Knight #SRSC
  10. 10. Candidate Personas • Likes, dislikes • Interests • Channels • Education • Years of experience • Past employers • Location @LaneSutton @Media2Knight #SRSC
  11. 11. Define your culture @LaneSutton @Media2Knight #SRSC
  12. 12. CONTENt #1 Rule: Always Add Value! @LaneSutton @Media2Knight #SRSC
  13. 13. Content per stage Always add value! Awareness Preference Apply Loyalty Brand Advocates @LaneSutton @Media2Knight #SRSC
  14. 14. Where to post CONTENT @LaneSutton @Media2Knight #SRSC
  15. 15. linkedin @LaneSutton @Media2Knight #SRSC
  16. 16. instagram @LaneSutton @Media2Knight #SRSC
  17. 17. Twitter @LaneSutton @Media2Knight #SRSC
  18. 18. Facebook @LaneSutton @Media2Knight #SRSC
  19. 19. Engage It’s not a one way conversation! @LaneSutton @Media2Knight #SRSC
  20. 20. Content CURATION @LaneSutton @Media2Knight #SRSC
  21. 21. Repurpose Content @LaneSutton @Media2Knight #SRSC
  22. 22. EMAIL 54% 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 @Media2Knight #SRSC
  23. 23. A/B testing Pick 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. @LaneSutton @Media2Knight #SRSC
  24. 24. 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 @LaneSutton @Media2Knight #SRSC
  25. 25. SUCCESS STORIES 1. Travel Agent Video 2. Hardware Stores 3. Marcus Sheridan @LaneSutton @Media2Knight #SRSC
  26. 26. Action Items 1. develop a PERSONA 2. CREATE CONTENT for each stage 3. Meet with Marketing @LaneSutton @Media2Knight #SRSC
  27. 27. Q&A @LaneSutton @Media2Knight #SRSC
  28. 28. THANK YOU @LaneSutton @Media2Knight #SRSC

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