The Recruiter’s Guide toInbound Marketing

Meet Our Presenters

Matt CharneyExecutive

Editor,RecruitingDaily

@MattCharney

Chris BrablcDirector of Marketing,Smashfly

@CBrablc

Agenda

• What Is Inbound Marketing for Recruiters?

• Turning Attraction Into Action

• Candidate Conversion Tactics

• Pipeline Acceleration

WHAT IS INBOUND MARKETING FOR RECRUITERS?

2007 Pop Culture

Click Here!

Recruiters Today

• Candidate experience viewed as bad

• Smarter candidates

• Employer brand is shaped online

• Increased competition for skilled candidates

• Decreasing budget with rising talent demands

Inbound Marketing in a Tweet

Inbound $ < Outbound $

Seamless Apply ProcessApplicant Conversion Turn Employees into Talent Ambassadors

Recruiting Methodology

The Model

Talent Pool Generation

TURNING ATTRACTIONINTO ACTION

Persona Example

Repurpose Content Up to 4x

GREAT READ @ Hubspot! New Data: What Types of Content Perform Best on Social Media?

Internal Outreach Campaign Example - Cox

Tactic Execution Date(s) Details

Intranet article Who/What/When/Where/How/Why

Onboarding Drip to Candidates30/60/90 day drip email reminding new hires to complete a review on Glassdoor

Email Campaign via company newslettersEmbedded calls-to-action in company newsletters prompting employees to leave reviews on GD

Display ads on company intranet Link back to intranet article

Display ads on company loop monitors Promote resource destination

Campus Activations

Target, educate and engage general employee population about Glassdoor, the survey, and the decision to become an Open Company

Share results Determine reporting cadence

What SHOULD be Measured

• Cost per qualified lead

• Source per hire

• Time to fill

• Bounce and unsubscribe rate

• Referrals

• Net promoter index

CANDIDATE CONVERSION TACTICS

Bad Candidate Experience

Points of Conversion

• Job Descriptions

• Tailored Landing Pages

• Opt-In Forms

• Calls-to-Action

Job Description Best Practices

Be Clear

Include the Basics

Develop a Team Checklist

Incorporate Search Engine Logic

Use Video and Images

Tailored Landing Pages

Opt In Forms

PIPELINE ACCELERATION

The “lead” should be able to glance at your email and, within five seconds, know

the value it provides them.

Lead Nurturing: E-mail Automation (Drip Marketing)

69%would not take a job with a company thathad a bad reputation,even if they were unemployed! 94%

are likely to apply toa job if the employer actively

manages their employer brand

Free (or Almost Free) Tools

• Social: – Hootsuite– BufferApp

• Images: – Canva

• Blog: – Wordpress

• Video: – Google Hangouts– Skype

Thanks For Watching!

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Guide to Inbound Marketing:

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