inbound recruiting · inbound recruiting funnel awareness preference apply loyalty brand advocates...
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Inbound Recruiting
Lane Sutton & Audra Knight@LaneSutton @Media2Knight
NICE TO MEET You recruiter.
About Us
@LaneSutton @Media2Knight
#SRSC
Inbound started in marketing & sales. Now it works across the modern org.
@LaneSutton @Media2Knight
#SRSC
Our goal?Passive -> Active+Differentiate in a competitive candidate market
@LaneSutton @Media2Knight
#SRSC
Marketing Is to Recruiting as Marketing is to SalesMarketing 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
@LaneSutton @Media2Knight
#SRSC-Moz
Inbound Recruiting FunnelAwareness
Preference
Apply
Loyalty
BrandAdvocates
@LaneSutton @Media2Knight
#SRSC
CRM
ATS
Segment by Effort and Receptivity
@LaneSutton @Media2Knight
#SRSC
Candidate Personas• Likes, dislikes
• Interests
• Channels
• Education
• Years of experience
• Past employers
• Location@LaneSutton
@Media2Knight#SRSC
Define your culture
@LaneSutton @Media2Knight
#SRSC
CONTENt#1 Rule: Always Add Value!
@LaneSutton @Media2Knight
#SRSC
Content per stage
Always add value!
Awareness
Preference
Apply
Loyalty
BrandAdvocates
@LaneSutton @Media2Knight
#SRSC
Where to post CONTENT
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
#SRSC
@LaneSutton @Media2Knight
#SRSC
EngageIt’s not a one way conversation!
@LaneSutton @Media2Knight
#SRSC
Content CURATION
@LaneSutton @Media2Knight
#SRSC
Repurpose Content
@LaneSutton @Media2Knight
#SRSC
EMAIL54% 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
A/B testingPick 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
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
SUCCESS STORIES1. Travel Agent Video2. Hardware Stores3. Marcus Sheridan @LaneSutton
@Media2Knight#SRSC
Action Items1. develop a PERSONA2. CREATE CONTENT for each stage3. Meet with Marketing
@LaneSutton @Media2Knight
#SRSC
Q&A
@LaneSutton @Media2Knight
#SRSC
THANK YOU
@LaneSutton @Media2Knight
#SRSC