The document discusses the shift from company-centric to candidate-centric recruiting, emphasizing the importance of inbound recruiting to attract and hire top talent. It outlines strategies such as knowing your audience, creating relevant content, and leveraging social media to improve employer branding. The document also provides actionable steps for companies to implement inbound recruiting effectively.

1. INBOUND RECRUITING
How to Hire Top Talent by
Thinking Like a Marketer

2. Inbound Recruiting Program Manager
HANNAH FLEISHMAN
@hbfleishman

3. WHAT’S
INBOUND
RECRUITING?

4. ONCE UPON A TIME…

5. Recruiting was
company-centric:
• Classified job ads
• Brochures
• Career fairs
THEN…

6. Today, 73% of candidates
start their job search on
Google.
CareerBuilder Candidate Behavior Report, 2015

7. Recruiting is
candidate-centric:
• Glassdoor
• LinkedIn
• Social media
NOW…

8. RECRUITING
has dramatically
CHANGED.

9. 59% of companies are investing
more in their employer brand
compared to last year.
LinkedIn Global Recruiting Trends, 2016

10. A SECRET…
Employer branding
isn’t the answer…

11. …it’s one piece of the puzzle.

12. Inbound Recruiting
The playbook for attracting,
engaging with, and hiring
top talent at scale.

13. Inbound Recruiting
The playbook for attracting,
engaging with, and hiring
top talent at scale. where that puzzle
piece comes in!

14. WHAT IS
INBOUND?

15. INBOUND MARKETING IS…

16. INBOUND MARKETING IS…
an approach focused on attracting and
building relationships with customers
through content and interactions that are
helpful and relevant – not interruptive.

17. INBOUND MARKETING METHODOLOGY

18. HIRING TOP
TALENT IS HARD…
WHAT WOULD A
MARKETER DO?

19. PromotersCandidatesContacts
Blogs & Keywords
Social Media
Glassdoor
Jobs Site Content
Forms
Calls-to-Action
Email
Events
Live Chat
Surveys
Smart Content
Workflows
INBOUND RECRUITING METHODOLOGY

20. What is she
talking about?

21. Inbound marketing
matches the way people
shop and buy today.

22. Inbound recruiting
matches the way people
find jobs today.

23. 5 Steps…
to start inbound
recruiting today.

24. This just in!
You don’t need a marketer
to do great marketing.

25. KNOW YOUR
AUDIENCE
1

26. Who is your
ideal candidate?

27. • What were her motivations for joining your
company?
• Which parts of her candidate experience
were amazing? Which were negative?
• What did her job research look like?
• What were her impressions of your
employer brand?
• Was there any content she wishes she had
during the recruiting process?
• Where does she consume information?
PERSONA RESEARCH: LUCY

28. Put yourself in the candidate’s shoes.

29. What can you do today?
Interview 5 top performers at your company.

30. CREATE THE RIGHT
CONTENT
2

31. Fill in existing gaps in the
candidate’s experience
and answer questions.
Tell an authentic story about
why a company is a
great place to work.

32. Types of employer
brand content:
• Employee profiles
• Blog posts
• Video content
• Job descriptions
• Photo content
• Jobs site copy
• And more!

33. FACT:
76% of candidates want to know
what their day-to-day would
be like at a company.
CareerBuilder’s 2016 Candidate Behavior Study

34. Website Copy

35. Blog Posts

36. Video

37. What can you do today?
Record a Facebook Live video of
1-2 employees talking about their work.

38. GET SOCIAL WITH YOUR
TALENT NETWORK
3

39. 62% of job seekers visit social
media channels to evaluate
employer brand.
2015 Employer Brand Survey, Career Arc

40. Two ways to think about inbound
recruiting on social media…
CAPTURE CREATE

41. Amplify
Ambassadors
CAPTURE:

42. Employee
Takeovers
CREATE:

43. CAPTURE CREATE
Social Sharing Kit

44. Canva: Free tool for designing easy social images

45. ClickToTweet: Free tool for “lazy” tweets

46. What can you do today?
Create 5 social images in Canva
to promote your hardest-to-fill
job openings.

47. NURTURE YOUR
JOB PROSPECTS
4

48. How can we nurture talent
that isn’t ready to apply?

49. 2
2NURTURE WITH CONTENT
Sign up form
Email

50. 2NURTURE WITH THE C-SUITE
Calendar Reminder
Personalized Email

51. What can you do today?
Write 4 personalized email drafts to
key prospects from your exec team.

52. TRACK AND EVALUATE
YOUR INBOUND EFFORTS
5

53. Only 33% of employers track employer branding
initiatives to at least one HR performance metric.
2015 Employer Brand Survey, Career Arc

54. • Page Visits
• Unique Views
• Ranked Keywords
• Retweets
• Likes or Favorites
• Click-Through-Rate
• Open Rate
• …and more

55. Visitors
Contacts
Candidates
Hires

56. Jobs website
Visitors
Contacts
Candidates
Hires

57. Jobs website
Subscribers + attendees
Visitors
Contacts
Candidates
Hires

58. Jobs website
Subscribers + attendees
Visitors
Contacts
Candidates
Hires

59. Don’t try to boil the ocean…

60. What can you do today?
Identify your top-performing
employer brand content.
Analyze it.

61. RECRUITING
has dramatically
CHANGED.

62. RECRUITING
has dramatically
CHANGED.
But so has HR…

63. q Interview 5 top performers for persona research.
5 Action Items for Getting Started Today

64. q Interview 5 top performers for persona research.
q Record a Facebook Live video about employees’ day-to-day.
5 Action Items for Getting Started Today

65. q Interview 5 top performers for persona research.
q Record a Facebook Live video about employees’ day-to-day.
q Create visual social media assets for easy sharing.
5 Action Items for Getting Started Today

66. q Interview 5 top performers for persona research.
q Record a Facebook Live video about employees’ day-to-day.
q Create visual social media assets for easy sharing.
q Draft emails from executives to nurture top prospects.
5 Action Items for Getting Started Today

67. q Interview 5 top performers for persona research.
q Record a Facebook Live video about employees’ day-to-day.
q Create visual social media assets for easy sharing.
q Draft emails from executives to nurture top prospects.
q Find and analyze your most popular employer brand content.
5 Action Items for Getting Started Today

68. …attract passive talent.
Inbound recruiting can…

69. …convert interest into applicants.
Inbound recruiting can…

70. …scale your resources.
Inbound recruiting can…

71. …create a remarkable candidate
experience.
Inbound recruiting can…

72. THANK YOU!
hannah@hubspot.com @hbfleishman