SmashFly's Inbound Marketing for Recruiters
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Become a magnet for top talent by borrowing inbound marketing best practices from marketers. Here, you'll see tips for framing personalized content across different stages in the candidate journey. This presentation was given at the Greenhouse Recruiting Optimization Workshop.
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SmashFly's Inbound Marketing for Recruiters
- 1. Inbound Marketing for Recruiters: Become a Magnet for Top Talent
- 2. © 2015 SmashFly Technologies, Inc. MarketingThrough Interruption © 2015 SmashFly Technologies, Inc. Not long ago… Marketing was only outbound Consumers learned to ignore
- 3. © 2015 SmashFly Technologies, Inc. MarketingThrough Interruption © 2015 SmashFly Technologies, Inc. 86% skip TV ads 91% unsubscribe from email 44% don’t open direct mail
- 4. © 2015 SmashFly Technologies, Inc. TheAge of the Educated Consumer © 2015 SmashFly Technologies, Inc.
- 5. © 2015 SmashFly Technologies, Inc. AddingValue to Attract Consumers © 2015 SmashFly Technologies, Inc.
- 6. © 2015 SmashFly Technologies, Inc. Enter Inbound Marketing © 2015 SmashFly Technologies, Inc. 1. Identify Your TARGET AUDIENCE(S) & where they live 2. Convert with Content that is RELEVANT & VALUABLE at each stage 3. Consistently MEASURE & IMPROVE
- 7. © 2015 SmashFly Technologies, Inc. Measuring Interactions in the Marketing Funnel Awareness Interest Consideration Selection Finalist Customer ?
- 8. © 2015 SmashFly Technologies, Inc. Content that Converts Lead Down the Funnel © 2015 SmashFly Technologies, Inc. Awareness Interest Consideration Selection Finalist Customer Marketing Sales Funnel Blogs White Papers Online Reviews PR / Press / Media Analysts / Publications Email SEO Website Webinars Social Video Word of Mouth Forums Infographic 12 touchpoints to make a buying decision
- 9. © 2015 SmashFly Technologies, Inc. TalentAcquisition Content that Influences © 2015 SmashFly Technologies, Inc. Awareness Interest Consideration Applicant Offer Hire Talent Acquisition Funnel Blogs Glassdoor LinkedIn PR / Press / Media Publications Email SEO Career Site Webinars SocialVideo Referrals Forums Newsletters Awards / Lists Indeed Employee TestimonialsEvents Job Ads InMails # Leads?
- 10. © 2015 SmashFly Technologies, Inc. The Candidate’s Journey © 2015 SmashFly Technologies, Inc. Unknown Attract Visitors Engage Contacts Nurture Qualified Candidates Convert Applicants Job Ads Events Blogs Employer Reviews SEO Referrals Career Site Pages TN Forms Employee Stories Awards / Lists Email Marketing Company News Newsletters ATS Retargeting Call-to-Actions Targeted Job Alerts Direct Sourcing Recruiter Outreach They learn about you. You learn about them.
- 11. © 2015 SmashFly Technologies, Inc. Job Ads – Improving Candidate Flow © 2015 SmashFly Technologies, Inc. • Keyword-Rich Job Titles on Job Boards • Lead with “Why Us?” • A / B Testing of Job Ads
- 12. © 2015 SmashFly Technologies, Inc. Blogging – Helping Candidates with Job Search © 2015 SmashFly Technologies, Inc. • Pick Topics that Candidates Are Searching For: – Top 5 Ways to leverage your network to get a job – 6 Resume Tips that get your resume seen – Q&A with Employee • Set up a Blog Calendar for TA team • Point Candidates to a Department Blog (Microsoft Engineering Blog)
- 13. © 2015 SmashFly Technologies, Inc. Glassdoor – Actively Shaping your Reputation © 2015 SmashFly Technologies, Inc. • Ask current employees to rate you on Glassdoor • Respond to user comments on your Glassdoor page • Use your ratings in your recruiting channels
- 14. © 2015 SmashFly Technologies, Inc. Newsletters – Nurturing Candidates in Pipelines © 2015 SmashFly Technologies, Inc. • Set up a monthly newsletter for interested candidates • Content should include: – Jobs – Employee Stories – Industry & Company News – Photos – Recruiter Blogs – Glassdoor Profile • Measure content success with tracking links
- 15. © 2015 SmashFly Technologies, Inc. Social – ProvidingTimely Content to Followers © 2015 SmashFly Technologies, Inc. • Post Content other than Jobs (1 job post a day) • Curate content by setting up an RSS feed (Feedly) to easily find new content in your industry or for job seekers • Post Content automatically & have team share on Social
- 16. © 2015 SmashFly Technologies, Inc. FullVisibility into theTalentAcquisition Funnel © 2015 SmashFly Technologies, Inc. Recruitment Marketing Recruiting ATTRACT ENGAGE NURTURE CONVERT
- 17. © 2015 SmashFly Technologies, Inc. • Valuable and relevant content is key to attracting your target talent―and attracting your target audience is at the core of Inbound Marketing principles. • Inbound recruitment marketing’s job is to attract leads and convert them into applicants, so your recruiters have more qualified candidates to source from. • If you do it effectively, you will not only attract but also nurture candidates through the candidate journey and convert them into applicants. • It’s the marrying of recruiting and recruitment marketing that will transform you into a modern recruiting organization. The Inbound Conclusion