Low budgets? Limited hiring resources and brand recognition? No problem. Here are 5 unexpected ways to find your next hire.

2. Before we get started
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3. ​Tim Sackett
​Amateur Marketer, Professional Recruiter and President
​HRU Technical Resources
Meet your speaker
BACKGROUND
• 20-year HR and recruiting talent pro with a
Master’s in HR and a SPHR certification.
• Proud author of The Talent Fix – A Leader’s
Guide to Finding Great Talent.
AREAS OF EXPERTISE
• Talent acquisition
• Employment branding
• Performance management
• Employee development
• Succession planning
CAREER EXPERIENCE

4. Today’s topics
Key challenges recruiters and hiring managers are facing1
2 Intro to recruitment marketing and employer branding
3 The top 5 unexpected, low budget ways to find new candidates
4 Bonus tools and resources

5. You don’t need
big budgets to reach
new candidates

6. Top hiring challenges for
growing businesses
Shrinking
talent pools
Low
budgets
Limited
time
Lack of brand
recognition
Increasingly complex
job seeker journey

7. Increasing brand interactions in
the job seeker journey
Career Site
Advertisements
TV
Radio
Job Boards
Social Media
Content Marketing
Email
Search
Company
Review Sites
LinkedIn

8. Traditional
Recruiting
Interest
Consideration
Hire
Select
Application
Awareness
Recruitment
Marketing
Traditional recruiting is no longer enough

9. Marketing Recruitment Marketing
Advertising Recruitment Advertising
Apply now.
Apply now.
Apply now.
I’m an amazing singer.
I’m an amazing singer.
I’m an amazing singer.
I’m an amazing singer. Working for our company is
amazing, you should apply!
Brand Employer Brand
I hear you’re an amazing
singer.
I’ve heard your company is
amazing, where do I apply?
Recruitment marketing vs. employer branding

10. Create awareness, build your
employer brand, and nurture
● Social media
● Blogging
● Email / CRM programs
● SEO
Inbound marketing Candidate experienceOutbound marketing
Actively promote your jobs
and drive applications
● Posting to job boards
● Job ads
● Cold calling or InMails
● Job fairs
Delivering an intuitive experience
makes it easier to convert talent
● Job specific apply
● One click apply
● Mobile optimized
● Hyper-personalization
How to think like a marketer

11. BASIC
FUNCTIONAL
MODERN
OPTIMIZED
Measurement &
Optimization
Job postings
on job boards
Resume database searching
Searching past Applicants
High Agency usage
Centralized multi-database
sourcing/searching
Measurable Recruiter outreach
Talent Networks / Communities
CRM/Email Campaigns
Source tracking
SMS campaigns
Optimization by source/spend
Basic Career Site
Web Application
Auto reply response from ATS
Job specific apply processes
Enhanced Career Site
Site level SEO
Branded job microsites
Social/Mobile Apply
One-Click Apply
Job level SEO
Candidate surveys
throughout process
Source of Applicant/
Source of Hire
Campaign statistics
Recruiter activity metrics
OUTBOUND
OUTBOUND
OUTBOUND
OUTBOUND
INBOUND
INBOUND
Automated job posting
Job advertising (agency)
PPC Advertising
Social Ad strategy
Automated Referral Platform
INBOUND
INBOUND
CANDIDATE EXPERIENCE
CANDIDATE EXPERIENCE
CANDIDATE EXPERIENCE
CANDIDATE EXPERIENCE
TRADITIONAL COMPETITIVE
Recruitment Marketing Maturity Model

12. 5 tactics to attract more candidates
SEO & paid promotions Brand ambassadors Email Offer instant gratificationHyper-personalization

13. Creating a career site doesn’t guarantee traffic
• Lost dog strategy
• A smart SEO strategy along with a multi-touch marketing approach
will help get your site found
Google changed the way sites get indexed
• Always ensure your SEO strategy and ATS aligns with Google’s search
schema
• Optimizing for search means more traffic gets sent directly to your
career site
• Greater emphasis on the candidate experience and needs (e.g. salary)
• Search for your own job posts to test SEO performance
Get jobs found with SEO
SEO & PAID PROMOTIONS

14. 64%
of people who see
these ads are more
likely to apply
LinkedIn Job Slots
• Access 560M+ members
• Advertise to the most relevant candidates
○ Newsfeed, email, mobile
• Connect with passive candidates; remember, 90% of members are
open to new opportunities but not actively looking
Recruitment Ads on LinkedIn
• Maximize reach with a sponsored job post
• Multimedia formats, personalized, with photo and name
Boost exposure with paid ads
SEO & PAID PROMOTIONS

15. 5 tactics to attract more candidates
SEO & paid promotions Brand ambassadors Email Offer instant gratificationHyper-personalization

16. The bridge between jobs and potential candidates
• Provides an inside scoop of what it’s like to work at your company
• Find your company evangelists
How to start a brand ambassador program?
• Begin a small pilot with a few highly-engaged employees
• Find out how they see your brand and get their feedback
• Send a weekly email to employees with inspiration and ideas for
social content plus include shareable links
Turn employees into content marketers
BRAND AMBASSADORS

17. • Promote company news, achievements, product
releases, innovations, updates about leadership
• Speak from the heart. Readers will be turned off if
you brag – but will listen to authentic passion
• Link to outside source to build credibility
Types of content to promote

18. • Showcase content created by employees or the
leadership team, company events, employee
promotions, office celebrations, happy hours,
anything that showcases your culture
• Help people understand your values as a company
and give them a sneak peak inside the office
Types of content to promote

19. Automated employee referral programs
BRAND AMBASSADORS
Referrals are usually best source of hires (yet usually the
lowest recruiting spend)
• Offering a referral bonus helps maximize the impact of this low-spend,
high-reward tactic
Technology makes it simple to keep referral programs top of
mind among employees
• Like Teamable and Rolepoint
• Send weekly or monthly emails and create web experiences that
highlight open roles to all of your employees
• Include click to share or copy and paste sharing options

20. 5 tactics to attract more candidates
SEO & paid promotions Brand ambassadors Email Instant gratificationHyper-personalization

21. Move prospects through the funnel
• Tap into your database of past applicants and your ATS to build
a pipeline of quality candidates
Use recruitment marketing technology
• What do they do?
• Most ATS’s have some sort of CRM “light” that can be used for
email marketing
• SMS tech is super cheap
• Don’t forget about testing different types of messages and
channels
The Law of 4 Interactions
• 68% of recruiters give up on candidate outreach after 2x, but it
takes 4x to get a response
• 7x interactions with the brand or recruiter = 90% response rate
Nurture candidates with email
EMAIL

22. Optimize emails for mobile devices
Only 11% of email templates
are optimised for mobile
48% of emails are opened
on mobile devices
69% of mobile users delete
emails that aren’t optimized
48% 11% 69%

23. 5 tactics to attract more candidates
SEO & paid promotions Brand ambassadors Email Instant gratificationHyper-personalization

24. With customized advertising
HYPER-PERSONALIZATION
Hyper-personalization maximizes candidate responses
• Hyper-personalization, not mass production
• Candidates don’t want to apply to the job that everyone else is
applying for, they want to apply for the one that is meant for them
• What if this was a billboard on your route home?
• This degree of personalization can also create buzz and get people
talking
Diana,
join our team!
APPLY NOW

25. Marketing opportunity
candidate@email.com
Marketing opportunity
Hi [Candidate],
Really impressed with the content hub that you’ve built out over the past
few years at {Company} – the blog and academy you’ve built are first class.
It’s where I send every new marketing hire when they join to learn.
Are you open to discussing a content marketing opportunity at {Your
Company}? Does {insert time} work for your call?
... avoid mass spam

26. Emails with a personal touch
HYPER-PERSONALIZATION
Subject line in your outreach plays a major role in getting
candidates to open an email
• 33% of email recipients open emails based only on subject line
Examples of good subject lines...
• “ I didn’t see that you had “X” in your background?”
• “Hello from a fellow scuba diver”
• “ Want to come back to TenScope?”
What makes people want to open and engage
• Compel them to want to answer a question
• Personal versus templatized
• Taps into commonalities, shared interests, connections

27. 5 tactics to attract more candidates
SEO & paid promotions Brand ambassadors Email Instant gratificationHyper-personalization

28. Minimize friction
• Avoid asking people to register first
• Limit unnecessary steps in the process
• Offer one-click apply
Use career site as a tool to help candidates self-select
out of the process
• Brands like Amazon and Zappos do a great job of this
Offer a clear next step post application
• Offer educational resources, ways to learn more about your
company, culture, and team
• Send them on the journey of discovery
Make the apply process easy
INSTANT GRATIFICATION

29. BONUS RESOURCES

30. GET YOUR JOBS FOUND
What else should you consider?
• Geo-targeting – programmatic
• Off-site recruiting
• Old school marketing
• Boomerang programs
• Local events/conferences
• Know the commuting routes of your competition or
recruiting targets

31. The Talent Fix:
Building the Perfect TA Tech Stack
FREE DOWNLOADABLE EBOOK
http://gettalk.at/LinkedIn5