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HR Summit Singapore 2016 - Inbound Recruiting and The Rise of the Transparent Organisation - HubSpot - Ryan Bonnici

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HR Summit Singapore 2016 - Inbound Recruiting and The Rise of the Transparent Organisation - HubSpot - Ryan Bonnici

  1. 1. @RyanBonnici | #HRSummitSG | @HubSpot TRANSPARENT From: THE RISE OF THE ORGANISATION
  2. 2. @RyanBonnici | #HRSummitSG | @HubSpot I’m @ryanbonnici This is #HRSummitSG Hi!
  3. 3. @RyanBonnici | #HRSummitSG | @HubSpot
  4. 4. @RyanBonnici | #HRSummitSG | @HubSpot
  5. 5. @RyanBonnici | #HRSummitSG | @HubSpot In case you aren’t familiar with HubSpot: Strangers Visitors SEO Blog Keywords ATTRACT
  6. 6. @RyanBonnici | #HRSummitSG | @HubSpot In case you aren’t familiar with HubSpot: Strangers LeadsVisitors SEO Blog Keywords ATTRACT Smart Forms Calls-to-Action Landing Pages CONVERT
  7. 7. @RyanBonnici | #HRSummitSG | @HubSpot In case you aren’t familiar with HubSpot: Strangers LeadsVisitors Customers SEO Blog Keywords ATTRACT Smart Forms Calls-to-Action Landing Pages CONVERT Free CRM Lead Scoring Email Nurturing CLOSE
  8. 8. @RyanBonnici | #HRSummitSG | @HubSpot In case you aren’t familiar with HubSpot: Strangers LeadsVisitors Customers SEO Blog Keywords ATTRACT Promoters Smart Forms Calls-to-Action Landing Pages CONVERT Free CRM Lead Scoring Email Nurturing CLOSE Surveys Smart Content Social Monitoring DELIGHT
  9. 9. @RyanBonnici | #HRSummitSG | @HubSpot Our mission is to create the playbook 
 for how 21st century companies sell and market But…
  10. 10. @RyanBonnici | #HRSummitSG | @HubSpot Our mission is to also model what a 
 21st century company 
 should look today. A big part of that is 
 hiring and culture.
  11. 11. @RyanBonnici | #HRSummitSG | @HubSpot TODAY’S 
 AGENDA!
  12. 12. @RyanBonnici | #HRSummitSG | @HubSpot On that, we’ll first look at inbound recruiting as creating culture 
 starts before day one
  13. 13. @RyanBonnici | #HRSummitSG | @HubSpot On that, we’ll first look at inbound recruiting and, secondly look at transparency
 & culture as creating culture 
 starts before day one as strengthening culture 
 requires ongoing effort
  14. 14. @RyanBonnici | #HRSummitSG | @HubSpot RECRUITING? INBOUND But what is
  15. 15. @RyanBonnici | #HRSummitSG | @HubSpot INBOUND MARKETING. We gotta start with
  16. 16. @RyanBonnici | #HRSummitSG | @HubSpot VS OUTBOUND
 MARKETING INBOUND
 MARKETING
  17. 17. @RyanBonnici | #HRSummitSG | @HubSpot THEN • Advertisers had all the control. • Consumers were bombarded
 with ads & pamphlets trying
 to sell them many products. • While they didn’t like this,
 they couldn’t do anything 
 about it.
  18. 18. @RyanBonnici | #HRSummitSG | @HubSpot NOW • The buyer is in control
 and has much more power. • They have all the tools at 
 their disposal to do their 
 own research. • They’re able to make 
 their own decision on your
 product / service without you.
  19. 19. @RyanBonnici | #HRSummitSG | @HubSpot BROKEN The old marketing playbook is are on do 
 not call lists direct mail is
 never opened unsubscribe
 from email skip 
 TV ads 48%20%91%83%
  20. 20. @RyanBonnici | #HRSummitSG | @HubSpot The biggest problem
 with the old playbook is that it fights for people’s attention by interrupting them. Seth Godin (1998!) “
  21. 21. @RyanBonnici | #HRSummitSG | @HubSpot ATTRA TING ATTENTIONis cheaper than renting it
  22. 22. @RyanBonnici | #HRSummitSG | @HubSpot Blogs Photos & Infographics Videos & Podcasts Presentations & eBooks Software / Tools Some types of content you can create to 
 attract people to your business include:
  23. 23. @RyanBonnici | #HRSummitSG | @HubSpot DISRUPTED TOO!= HR & RECRUITMENT
  24. 24. @RyanBonnici | #HRSummitSG | @HubSpot VS OUTBOUND
 RECRUITING INBOUND
 RECRUITING
  25. 25. @RyanBonnici | #HRSummitSG | @HubSpot THEN • Businesses posted an advert 
 & interested parties applied. • Job seekers were bombarded
 with job ads & pamphlets. • This wasn’t the easiest process for job seekers, but it was the only system available.
  26. 26. @RyanBonnici | #HRSummitSG | @HubSpot NOW • Recruiters are finding it more difficult to source remarkable talent. • Candidates are able to make their own decisions with less input from a recruiter. • The job seeker has more control and power than before.
  27. 27. @RyanBonnici | #HRSummitSG | @HubSpot ATTRA T BETTER CANDIDATES before they’re even looking.
  28. 28. @RyanBonnici | #HRSummitSG | @HubSpot Total blog posts %LeadGrowth Impact of total published blog posts on inbound leads Read: leads increase as your content increases MORE CONTENT = 
 MORE CANDIDATES
  29. 29. @RyanBonnici | #HRSummitSG | @HubSpot BEGIN? WESHALL
  30. 30. @RyanBonnici | #HRSummitSG | @HubSpot INBOUND RECRUITING First we’ll look at
  31. 31. @RyanBonnici | #HRSummitSG | @HubSpot Post & Pray Recruiting1. There are 3 stages of recruiting, Referral-Centric Recruiting2. Inbound Recruiting3.
  32. 32. @RyanBonnici | #HRSummitSG | @HubSpot RECRUITING POST & PRAY 1
  33. 33. @RyanBonnici | #HRSummitSG | @HubSpot This is what most companies do: WE ARE
 HIRING 1. They setup their business 2. They post on job boards 3. They pray for candidates
  34. 34. @RyanBonnici | #HRSummitSG | @HubSpot Post and Pray only looks 
 at the applicant market – 
 
 People looking for jobs.
  35. 35. @RyanBonnici | #HRSummitSG | @HubSpot This makes up
 only 15%
 of the market. TOP 85% They’re neglecting the of passive job seekers
  36. 36. @RyanBonnici | #HRSummitSG | @HubSpot RECRUITING REFERRAL CENTRIC 2
  37. 37. @RyanBonnici | #HRSummitSG | @HubSpot Referral-centric businesses are better than those which post- and-pray because they are supported by direct sourcing.
  38. 38. @RyanBonnici | #HRSummitSG | @HubSpot They use incentives to drive the referral network and assist direct sourcing.
  39. 39. @RyanBonnici | #HRSummitSG | @HubSpot They have invested in an in-house team.
  40. 40. @RyanBonnici | #HRSummitSG | @HubSpot This team hunt & dislodge top candidates who are normally happy where they are. And reduces agency fees!
  41. 41. @RyanBonnici | #HRSummitSG | @HubSpot They do recruiting events: Their own and they
 sponsor industry events.
  42. 42. @RyanBonnici | #HRSummitSG | @HubSpot This helps people experience their culture. Allows people to interact with their employees, experience their working environment, and ask any questions they may have about what the culture is like. jobs.hubspot.com
  43. 43. @RyanBonnici | #HRSummitSG | @HubSpot RECRUITING INBOUND 3
  44. 44. @RyanBonnici | #HRSummitSG | @HubSpot Inbound-centric recruiting companies are better than referral-centric. To get here you need to make a case 
 to hire someone on your team to start
 creating remarkable recruitment content. http://www.hubspot.com/jobs
  45. 45. @RyanBonnici | #HRSummitSG | @HubSpot would that person do?What
  46. 46. @RyanBonnici | #HRSummitSG | @HubSpot Creating a career website that is rich in content. This lets people know who we are, 
 and why they may want to work for us. Ensures both employer and employee are on the same page culturally. CAREER WEBSITE
  47. 47. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  48. 48. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  49. 49. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  50. 50. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  51. 51. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  52. 52. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
  53. 53. @RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/ www.hubspot.com/jobs/locations/ www.hubspot.com/jobs/locations/ www.hubspot.com/jobs/locations/ www.hubspot.com/jobs/ www.hubspot.com/jobs/
  54. 54. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/locations/sydney
  55. 55. @RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/locations/sydney
  56. 56. @RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/locations/sydney @RyanBonnici | #HRSummitSG | @HubSpot
  57. 57. @RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/locations/sydney @RyanBonnici | #HRSummitSG | @HubSpot
  58. 58. @RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs/locations/sydney @RyanBonnici | #HRSummitSG | @HubSpot
  59. 59. @RyanBonnici | #HRSummitSG | @HubSpot www.hubspot.com/jobs @RyanBonnici | #HRSummitSG | @HubSpot
  60. 60. @RyanBonnici | #HRSummitSG | @HubSpot google.com.au Search Google or type URL
  61. 61. @RyanBonnici | #HRSummitSG | @HubSpot google.com.au Search Google or type URLbest companies to work for in singapore best companies to work for in singapore – Google Search best companies to work for in singapore 2014 best companies to work for in singapore 2012 best insurance companies in singapore best marketing companies in singapore
  62. 62. @RyanBonnici | #HRSummitSG | @HubSpot google.com.au Search Google or type URLHow to get a pay rise? How to get a pay rise? – Google Search How to get a pay rise at work How to get a pay rise at work from from your boss How to get a pay rise uk How to get a pay rise in an appraisal
  63. 63. @RyanBonnici | #HRSummitSG | @HubSpot google.com.au Search Google or type URLhow to run a one on one how to run a one on one? – Google Search how to run a one on one meeting how to run a one on one how to run an effective one on one meeting how to prepare for a one on one
  64. 64. @RyanBonnici | #HRSummitSG | @HubSpot google.com.au Search Google or type URLhow to move from cmo to ceo how to move from cmo to ceo – Google Search how to become a chief executive officer how to move between c-suite roles how to become a chief operating officer what skills does a ceo need
  65. 65. @RyanBonnici | #HRSummitSG | @HubSpot You need written content around any topic your target job seeker may search for. You should also invest in 
 interactive content. http://www.hubspot.com/the-next-five
  66. 66. @RyanBonnici | #HRSummitSG | @HubSpot http://www.hubspot.com/the-next-five
  67. 67. @RyanBonnici | #HRSummitSG | @HubSpot http://www.hubspot.com/the-next-five
  68. 68. @RyanBonnici | #HRSummitSG | @HubSpot Once people have 
 found your content, aim to create enough value so they subscribe. www.hubspot.com/jobs/move-on-up-blog/stigma-in-support
  69. 69. @RyanBonnici | #HRSummitSG | @HubSpot From there, nurture them 
 with relevant content,
  70. 70. @RyanBonnici | #HRSummitSG | @HubSpot From there, nurture them 
 with relevant content, so when they’re 
 looking for a job,
  71. 71. @RyanBonnici | #HRSummitSG | @HubSpot From there, nurture them 
 with relevant content, so when they’re 
 looking for a job, they think of you.
  72. 72. @RyanBonnici | #HRSummitSG | @HubSpot Create a personalised 
 web experience for them. If they frequently visit similar blog posts on your website, show them content around that topic on their next visit - automatically!
  73. 73. @RyanBonnici | #HRSummitSG | @HubSpot to leverage your employees 
 to create content to attract new people. The final piece of inbound recruiting is
  74. 74. @RyanBonnici | #HRSummitSG | @HubSpot This is something many companies find difficult. Instead of just asking employees to 
 create content, you need to create a framework toolkit for them to use.
  75. 75. @RyanBonnici | #HRSummitSG | @HubSpot WE CREATE • Blog post templates, • Linkedin templates, • Medium templates… with • Branding ideas to use, • Tone of voice examples… • & more!
  76. 76. @RyanBonnici | #HRSummitSG | @HubSpot Gamify your referral program to motivate your employees to generate more content 
 and referrals - en masse. This is a crucial part of the inbound recruiting playbook. https://wiki.hubspotcentral.com/LinkedIn+Blog+Post+Recruitment+Program
  77. 77. @RyanBonnici | #HRSummitSG | @HubSpot https://www.linkedin.com/pulse/why-australia-needs-...=prof-post
  78. 78. @RyanBonnici | #HRSummitSG | @HubSpot By doing so, we’re able to like a team when we need to fill a large number of new roles. pulse
  79. 79. @RyanBonnici | #HRSummitSG | @HubSpot THE ROLE OF Now we’ll look at CULTURE AND TRANSPARENCY
  80. 80. @RyanBonnici | #HRSummitSG | @HubSpot A set of shared beliefs, 
 values and practice WHAT’S CULTURE?
  81. 81. @RyanBonnici | #HRSummitSG | @HubSpot OUR CULTURE CODE the operating system that powers HubSpot.
  82. 82. @RyanBonnici | #HRSummitSG | @HubSpot CULTURE IS TO RECRUITING AS PRODUCT IS TO MARKETING Customers 
 are more easily attracted with a great product. Talented people are more easily attracted with a great culture. Click to tweet this quote
  83. 83. @RyanBonnici | #HRSummitSG | @HubSpot CULTURE HAPPENSWhether 
 planned or not, all companies have a culture. So why not create a culture we love?
  84. 84. @RyanBonnici | #HRSummitSG | @HubSpot Click to tweet this quote not just their happiness, 
 but also their success. SOLVE FOR THE CUSTOMER SFTC ACTUAL SLIDE
  85. 85. @RyanBonnici | #HRSummitSG | @HubSpot This is something that is 
 not only crucial to business success.. but ensuring you’re hiring the right kind of people that have their 
 heart in the right place.
  86. 86. @RyanBonnici | #HRSummitSG | @HubSpot you hire the right sales people that will not sell products to people when the fit isn’t good. 1 This ensures
  87. 87. @RyanBonnici | #HRSummitSG | @HubSpot you hire the right customer service people that want to help customers through problems in the right way. 2 This ensures
  88. 88. @RyanBonnici | #HRSummitSG | @HubSpot when the executive team make a decision, they always put the customer at the heart of that decision. 3 This ensures
  89. 89. @RyanBonnici | #HRSummitSG | @HubSpot Power is 
 now gained by 
 sharing knowledge, not hoarding it.
  90. 90. @RyanBonnici | #HRSummitSG | @HubSpot Power is 
 now gained by 
 sharing knowledge, not hoarding it. We believe this at HubSpot. wholeheartedly
  91. 91. @RyanBonnici | #HRSummitSG | @HubSpot That’s why we have an internal wiki at HubSpot. It’s where we share all of our internal information.
  92. 92. @RyanBonnici | #HRSummitSG | @HubSpot We have the 
 most active wiki 
 on the planet* *Unverified claim HubSpot Lore 
 & Mythology the funniest page 
 on the wiki “Strategic” 
 topics Management 
 meeting 
 deck Board 
 meeting 
 deck Financials cash balance, 
 burn-rate, 
 P&L, etc. Examples of things we share and discuss:
  93. 93. @RyanBonnici | #HRSummitSG | @HubSpot It’s where we brainstorm about new products and services as a company.
  94. 94. @RyanBonnici | #HRSummitSG | @HubSpot It acts as the one-source- of truth for employees, 
 spanning across all our offices around the world.
  95. 95. @RyanBonnici | #HRSummitSG | @HubSpot New employees use this tool to learn how we make decisions as a company. And in doing so, it 
 shapes how they make their own work decisions.
  96. 96. @RyanBonnici | #HRSummitSG | @HubSpot INFLUENCE SHOULD BE INDEPENDENT OF HIERARCHY. ACTUAL SLIDE
  97. 97. @RyanBonnici | #HRSummitSG | @HubSpot New employees 
 can see that the person with the best decision is the one who’s idea is chosen. Not whomever has the most senior title.
  98. 98. @RyanBonnici | #HRSummitSG | @HubSpot Everyone has open access to anyone in the company. It’s not an open door policy. It’s a no door policy.
  99. 99. @RyanBonnici | #HRSummitSG | @HubSpot HUBSPOT SEATING HACK • Many teams go through a semi-random “seat shuffle” every 3 months. • It helps mix things up a bit. • It also circumvents a lot of office politics. We hate politics with the heat of a thousand suns.
  100. 100. @RyanBonnici | #HRSummitSG | @HubSpot DEMOCRACYTRANSPARENCY = Transparency is about being open, not making decisions by consensus. We each have a voice, but not always a vote.
  101. 101. @RyanBonnici | #HRSummitSG | @HubSpot Our only real policy is… GOODUSE JUDGEMENT ACTUAL SLIDE
  102. 102. @RyanBonnici | #HRSummitSG | @HubSpot Social media policy. Our policy on all of these (and most other) things: USE GOOD JUDGEMENT Work from home during a blizzard policy. Travel policy. Sick day policy. Buy a round of drinks at an event policy.
  103. 103. @RyanBonnici | #HRSummitSG | @HubSpot Here’s the cheat sheet on good judgment: INDIVIDUALCUSTOMER TEAM
  104. 104. @RyanBonnici | #HRSummitSG | @HubSpot RESULTS The thing that matters most: (i.e. are we making a positive impact?) ACTUAL SLIDE
  105. 105. @RyanBonnici | #HRSummitSG | @HubSpot RESULTS matter more than the number of hours we work.
  106. 106. @RyanBonnici | #HRSummitSG | @HubSpot RESULTS matter more than where we produce them.
  107. 107. @RyanBonnici | #HRSummitSG | @HubSpot RESULTS matter more than how much vacation we take.
  108. 108. @RyanBonnici | #HRSummitSG | @HubSpot We make it clear what values we value. Yes “heart” is a bit cheesy.
 We’re a bit cheesy sometimes. H E A R T UMBLE FFECTIVE DAPTABLE EMARKABLE RANSPARENT
  109. 109. @RyanBonnici | #HRSummitSG | @HubSpot THIS HELPS MINIMISE APPLICANTS THAT DON’T SHARE OUR CORE VALUES
  110. 110. @RyanBonnici | #HRSummitSG | @HubSpot 1 Inbound recruiting 
 proactively attracts the 
 most qualified applicants KEY TAKEAWAYS
  111. 111. @RyanBonnici | #HRSummitSG | @HubSpot 1 Inbound recruiting 
 proactively attracts the 
 most qualified applicants 2 Culture is to recruiting 
 what product 
 is to marketing KEY TAKEAWAYS
  112. 112. @RyanBonnici | #HRSummitSG | @HubSpot 3 Values must 
 be acted on 
 not just live 
 on a wall in 
 your lobby 1 Inbound recruiting 
 proactively attracts the 
 most qualified applicants 2 Culture is to recruiting 
 what product 
 is to marketing KEY TAKEAWAYS
  113. 113. @RyanBonnici | #HRSummitSG | @HubSpot If you focus on 
 attracting the best talent inbound recruiting
  114. 114. @RyanBonnici | #HRSummitSG | @HubSpot If you focus on 
 attracting the best talent inbound recruiting and, build an open 
 and honest environment transparent
 culture
  115. 115. @RyanBonnici | #HRSummitSG | @HubSpot If you focus on 
 attracting the best talent inbound recruiting and, build an open 
 and honest environment transparent
 culture you'll be setup 
 for success
  116. 116. @RyanBonnici | #HRSummitSG | @HubSpot THANKS
 #HRSUMMITSG PS: I really love open
 discussion and debate.
  117. 117. @RyanBonnici | #HRSummitSG | @HubSpot THANKS
 #HRSUMMITSG PS: I really love open
 discussion and debate. Tweet me @ryanbonnici

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