A starter kit and overview of the inbound recruiting funnel, content, campaigns, personas, channels, and metrics.

1. Inbound Recruiting
Lane Sutton & Audra Knight
@LaneSutton @Media2Knight

2. NICE TO MEET You recruiter.

3. About Us
@LaneSutton
@Media2Knight
#SRSC

4. Inbound started in marketing &
sales. Now it works across the
modern org.
@LaneSutton
@Media2Knight
#SRSC

5. Our goal?
Passive -> Active
+
Differentiate in a competitive candidate market
@LaneSutton
@Media2Knight
#SRSC

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. @LaneSutton
@Media2Knight
#SRSC-Moz

8. Inbound Recruiting Funnel
Awareness
Preference
Apply
Loyalty
Brand
Advocates
@LaneSutton
@Media2Knight
#SRSC
CRM
ATS

9. Segment by Effort and Receptivity
@LaneSutton
@Media2Knight
#SRSC

10. Candidate Personas
• Likes, dislikes
• Interests
• Channels
• Education
• Years of experience
• Past employers
• Location
@LaneSutton
@Media2Knight
#SRSC

11. Define your
culture
@LaneSutton
@Media2Knight
#SRSC

12. CONTENt
#1 Rule: Always Add Value!
@LaneSutton
@Media2Knight
#SRSC

13. Content per stage
Always add value!
Awareness
Preference
Apply
Loyalty
Brand
Advocates
@LaneSutton
@Media2Knight
#SRSC

14. Where to post CONTENT
@LaneSutton
@Media2Knight
#SRSC

15. linkedin
@LaneSutton
@Media2Knight
#SRSC

16. instagram
@LaneSutton
@Media2Knight
#SRSC

17. Twitter
@LaneSutton
@Media2Knight
#SRSC

18. Facebook
@LaneSutton
@Media2Knight
#SRSC

19. Engage
It’s not a one way conversation!
@LaneSutton
@Media2Knight
#SRSC

20. Content CURATION
@LaneSutton
@Media2Knight
#SRSC

21. Repurpose Content
@LaneSutton
@Media2Knight
#SRSC

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. 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. 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. SUCCESS STORIES
1. Travel Agent Video
2. Hardware Stores
3. Marcus Sheridan @LaneSutton
@Media2Knight
#SRSC

26. Action Items
1. develop a PERSONA
2. CREATE CONTENT for each stage
3. Meet with Marketing
@LaneSutton
@Media2Knight
#SRSC

27. Q&A
@LaneSutton
@Media2Knight
#SRSC

28. THANK YOU
@LaneSutton
@Media2Knight
#SRSC