Inbound Talent https://inboundtalent.eu Employer Branding and Digital Recruitment Marketing Sat, 24 Feb 2018 14:45:32 +0000 en-US hourly 1 https://wordpress.org/?v=4.9.4 The 4 Essential Recruitment Marketing Elements https://inboundtalent.eu/the-4-essential-recruitment-marketing-elements/ https://inboundtalent.eu/the-4-essential-recruitment-marketing-elements/#respond Wed, 07 Feb 2018 10:27:18 +0000 https://inboundtalent.eu/?p=206928 All the crucial definitions such as Employee Value Proposition, Employer Branding, Digital Recruitment Marketing, and Recruitment Marketing, explained with a friendly and direct language.

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The 4 Essential Recruitment Marketing Elements

THE PILLARS FOR A SUCCESSUL STRATEGY

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inbound recruitment funnel

What Is The Employee Value Proposition?

 

The EVP is how the labor market and employees perceive the value they gain by working in an organisation and typically consists out of 5 components that, if optimised, can give a company a significant competitive edge when it comes to attracting talent over other employers. What an organisation promises to employees as the value of working there.

 

Rewards

 

The rewards that a company hands out for the performance of the employees which typically include monetary and non-monetary rewards such as salary, health and retirement benefits, and vacation days. These are the standard values, each organisation has, and in turn it provides several opportunities to be differentiate them from the competition. For instance, what determines whether an employee enjoys an increase in their salary?

 

Work

 

This involves various parts of the job such as business travel, innovative work, the interest employees show in their job as well as their level of impact and whether they are acknowledged for their performance. In addition it is of vital importance to determine whether employees, under the workload they experience, are still able to maintain a healthy work-life balance. A company that is able to advocate and promote that they support a healthy work-life balance will presumably do well when it comes to attracting candidates. Especially in Poland where spending quality time with the family is of the utmost importance for Poles.

 

Organisation

 

What makes the company prominent? Is it your customer base that is 100% satisfied with the products or services you deliver? Do you take responsibility for the environment? Or are there other reasons as to why your company stands out from the rest? There are many other factors as well that play a role in how the labour market and your employees view your organisation. But it boils down to the fact that as an organisation you need to show what your employees should be proud of for working at your organisation! Is it the product? Are you selling a well-known prominent brand? Communicating this internally and externally is what significantly contributes to your employee value proposition.

 

Opportunity

 

What opportunities do your current and future employees in terms of their career development path and future career opportunities. An example for showcasing the schemes you have in place related to career growth by means of a team. Let your employees / star player have the word and enable and encourage them to spread the word about the opportunities that lie ahead when someone decides to join your organisation.

 

People

 

If you managed to cultivate a happy workplace where your employees can enjoy a collegial work environment with a fair amount of camaraderie involved, you have something to show off as not every company accomplished this. How are people managed? Are the line managers enough engaged with their team? Do they listen and help them out with their issues / queries as well as supporting them with their individual goals to achieve more within your organisation?

inbound recruitment funnel

What is the Employer Brand?

Your employer brand is your reputation as an employer and helps the candidate to make a decision whether they would like to work with you. It is what makes your firm unique, it shows what it means to work here. That decision is cognitive, but also often emotional. Establishing a strong employer brand comes with the following advantages:

 

  1. Employees search for more than just remuneration for the work they perform. Even though you might not be able to hand out huge bonuses and / or high salaries, but having a strong employer brand might help to win the candidate over as you are an awesome company to work for.

 

How do you achieve this? → Make sure that your company values are visible and communicated properly within your job descriptions. Make it very clear that working at your company is a huge miss to anyone who didn’t apply for the job you have Available, noting down the exact reasons why.

 

  1.   Not only in your job descriptions these values should be exhibited, but during the interview process as well.

 

How do you achieve this? → It’s of extreme importance that you are open and honest throughout the recruitment process to your candidates. You should show all the positive parts of the company, but honesty is what’s key here. This means that if there are any issues that you can disclose with your candidates, by all means, do so. Candidates will appreciate the honesty, and if some of the issues would shoo them away, so be it. The last thing you want when it comes to your employer branding is to hire someone who got false expectations, get disappointed, and in turn leaves your company and starts bad-mouthing about your company.

 

  1. Google is a great example for the following benefit of having a strong employer brand. There are not so many people who would say, ‘ I don’t want to work at Google’. Because, throughout the years, Google has managed to build up an employer brand to such an extent that they have to do little effort to attract candidates for the job openings they have available. The result? Reduced recruitment costs.

 

How to achieve this? → The moment you have been able to build your employer brand you can start enjoying lower recruitment costs by enabling potential candidates to sign up for job alerts. Mind you though, that is the result after a long period time of investing in your employer brand.

 

  1. Another huge advantage of a strong employer brand is that you’re able to save the most precious things of all time: Time.

 

Why? Because, it will take much less time to fill a vacancy if you have a positive reputation as an employer.

inbound recruitment funnel

What is Digital Recruitment Marketing?

The time of posting your vacancies on job boards is over. What many companies don’t realise or don’t act on is the fact that most of the talent they are searching for are very easy to reach. But we have shifted from them reaching out to us, the recruiters, to us reaching out to them. Take IT talent for instance. They have to do as much as nothing to get job offers due to the booming demand of capable IT talent. I’m not an IT guy, never was and probably never will be yet still I receive a couple of job offers on  a weekly basis. One could argue that this is digital recruitment, but it only touches the surface of what digital recruiting really is. Recruitment has changed, for good. This comes with a lot of disadvantages as it’s much harder to attract the talent your client needs for their teams. But the advantages of a sound digital recruitment marketing strategy executed correctly, strongly outweigh these disadvantages and here’s why:

 

You will reduce costs

 

We have already established that candidates will search on their own for new job opportunities, which means that your job opening have the possibility to be found by them as well. But if you think that this will happen just because you have a few job openings posted on your website I have to disappoint you. You need to put in the work to be found online, but once your website gets a prominent position on Google’s SERP the visitors / potential candidates will come. Easy peasy, lemon squeezy, right? Not really…

 

Consider the time you will save

 

The digital era has enabled us to have rapid conversations with one another. So why not with candidates? Whatsapp for Business is rolling out soon and it’s only a matter of time before communicating with potential candidates becomes even easier. It’s up to you to grasp these opportunities and

 

You’re able to recruit whenever and wherever you want

 

The time in the realm of social media doesn’t stand still. There’s always some buzz going on and of course there are ups and downs in social media activities, but essentially, with right tools, you are able to be receptive for any questions your potential might have.

 

Your ideal candidate is one click away.

 

With nowadays globalised markets and the mobility of people it’s almost unthinkable that you should hire only from your local market. Naturally, it’s easier if your ideal candidate lives around the corner of your office building, but with all these tools that enable you to get in touch with potential candidates from all over the world, why would you settle for something less?

 

Staying in touch has never been easier

 

So what that you didn’t find the perfect candidate now? If you established a relationship with a potential candidate and gained his/her trust it’s time that you nurture them with valuable content that helps them with any of their future aspirations. Doing this, not only helps you to maintain this level of trust, it also increases your chance of him/her coming back to you in the future to inquire about any job openings. This is where a talent community comes to mind.

inbound recruitment funnel

What is Recruitment Marketing?

There’s a huge strategic component involved when you implement recruitment marketing.

You don’t want to find candidates only because they are readily available’. You want candidates who are able to make an impact on your organisation. Recruitment marketing can make this happen. If you ask me, recruitment shouldn’t be done with it’s necessary infusion of marketing in the first place, but that’s just me.

Let me break it down for you.

Do you know who you want to hire? Or is 3 years of experience in role X enough of a qualification to get the job on offer? If your answer is ‘yes’ you might want to reconsider if this candidate is actually a fit.

Why not trying to actually get to know the person which matches your requirements almost 100%? Perhaps this sounds like mumbo jumbo to you, but it’s certainly not unattainable. What you need to do is create a candidate persona, or, personas depending on how many vacancies you have. And here’s the catch: the information you need to create a buyer persona is right under your nose (and free). You guessed it, to find the ‘perfect’ candidate why don’t ask your current employees what brought them to apply at your company?

Knowing who you want to hire significantly increases the chance that you will find somebody who is a great match for your organisation.

A second benefit that should make you excited for implementing recruitment marketing is the fact that once you have a recruitment marketing program up and running you can start seeing your candidate pipeline fill with candidates that all relate to your buyer persona(s). The result? Your team will have to put in less effort in finding candidates that are suitable for your organisation and once they opted-in (as is required according the GDPR as per May 25th 2018) for your marketing activities, you have a pool of candidates who can be contacted for future opportunities so your team doesn’t have to start from scratch. In other words, recruitment marketing can be a huge time-saver.

Unfortunately, there are no concrete talent attraction best practises I can give you for achieving this. However, I cannot stress enough that you always need to revert to your candidate persona. After all, it’s about them and not about you.

So, how to create a candidate an unforgettable candidate experience so you can start with filling your candidate pipeline?

Ask yourself the following question, what brought you to read this article? My guess is to get an answer to your must burning questions when it comes to talent attraction and retention. In other words, you were seeking for a solution to a problem. Candidates are no different! Especially when it comes to a decision that potentially could change their lives, which is the choice they have between jobs.

This is where you come in.

Your organisation needs to show that once a candidate shows interest in your organisation you are able to help them out with the questions that keep them awake at night. How to do this? Personalised content that educates them, entertains them, and more importantly prompts them to open-up for a conversation.

Most of the corporate websites I see all have one thing in common and that is content that shows how awesome they are because of [enter corporate jargon here], whereas in my opinion they should (and could) be a bit more transparent by, for example, providing content which provides an outlay of the possibilities of a candidate’s career path and not to mention, content that showcases the culture of your company.

Here’s a tip for you:

Give the word to your employees as well. THEY are the ones who go wake up in the morning and commute to work at your company and so will your future employees. So, what drives them? Let them speak their minds and show the findings on the blog section or even the homepage of your corporate website.

I think it’s safe to say that nowadays every candidate has access to the internet, and they will use it to research how working at your company might look like. Now you know this, you also know you really need to start working on the appeal of your website by showing what candidates want to see and not what looks nice according to you.

In turn, doing all of the above will help you to strengthen your employer branding as well.

“I’m surprised how few companies have a really good message that captures the essence of the company’s mission and why working there and being a part of that is exciting.” – Todd Raphael, Editor-in-Chief at ERE

After you tailored your website and content to your candidate persona, you can start creating a little thing recruitment marketing takes a lot of pride in – a talent community.

This is a community that not only shows interest in your organisation, but are also likely to be better qualified, and tailored, to your organisational needs, and vice versa – your company is offering what candidates are searching for too and can already feel some kind of connection with your organisation.

Adriano Corso

Head of Solutions

Adriano Corso Recruitment MarketingAdriano has amassed a very diverse and deep experience in digital marketing, sourcing, lead generation, marketing automation, social recruiting, employer branding and email marketing in a variety of talent related roles. He has been featured on different well known websites such as: Forbes,CMSWiRE, RecruitingDaily, EREmedia,Getapp.Adriano is also a regular speaker on events and is considered one of the rising experts in the field of recruitment marketing, inbound talent attraction, and employer branding. Previously, Adriano was a Talent Community Manager and Recruitment Marketing Consultant with IBM Talent Acquisition & Optimization. He worked on digital solutions and online marketing activities for the IBM’s RPO division, across the APAC, North America and European regions.

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How the GDPR will affect recruitment. A free guide for recruiters https://inboundtalent.eu/how-the-gdpr-will-affect-recruitment/ https://inboundtalent.eu/how-the-gdpr-will-affect-recruitment/#respond Tue, 05 Dec 2017 09:57:07 +0000 https://inboundtalent.eu/?p=118061 How the GDPR will affect recruitment. A free guide how recruiters can cope with the new European regulations on information protection.

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How the GDPR will affect recruitment

A FREE GUIDE FOR RECRUITERS

How the GDPR will affect recruitment

 A trendy topic, also in the world of recruitment.

 

I think you would agree with me that the uncertainty as to how to prepare yourself for the GDPR is nerve-wrecking. And you’re not alone. I dare to say that every recruitment agency nowadays has data stored in their database and are now prone to the new Regulation that will take effect on the 25th of May 2018.

 

If you could choose what’s best for your organisation what would you rather do? Pay 2% of your annual global revenue or €10,000,000? If your answer is ‘neither’ then I suggest you keep reading, because you might end up paying either, whichever is higher.

 

And why’s that you’re asking?

 

Because you probably didn’t take the precautionary measures to cope with the new Regulation.

 

That’s right. Sitting and waiting until the new Regulation takes effect only to decide afterwards what you’re going to do with your data is too late.

 

I guarantee it. Especially when you’re a large organisation where the process of implementing the changes are likely to consume a lot of time.

 

For those that are still not sure what the GDPR is, I’ll briefly explain.

 

The overall goal of the GDPR is to give individuals more control of their personal data by strengthening their right as to how their data is obtained and used for both commercial and noncommercial purposes. The rules that are included in the new Regulation cover facets such as data breach notifications, a more coordinated way how the new Regulation will be enforced, penalties, actions to promote more privacy for data subjects.

 

In other words, now more than ever, you have to be able to justify why you obtain data you are now obligated to justify what data you obtain from data subjects, and what you do with it which should be disclosed to the data subjects in question. Transparency is what’s key here.

 

inbound recruitment funnel

image credit to Blogtrepreneur Flickr 

10 steps you should take now to prepare yourself for the implementation of GDPR

1. Are the key decision makers in each department aware of the change in law?

 

The ones that lead the department needs to be aware of the GDPR. It affects everyone and it’s the decision maker’s obligation to spread the message to it’s team members. Aside from that, if you are a large organisation you may find that complying with the GDPR is quite complex, which is why you might want to start sooner rather than later with the preparations.

 

 

2. Document everything related to the process of collecting and handling data.

 

How do you obtain the data, from where did it derive, and whom do you share it with. These are the key questions that you need to get answered during your information audit. The GDPR requires every organisation to be able to create documentation. This also means that upon review you might discover that some of the data you have shared with other parties is incorrect. If this is the case you have the obligation to inform the receiving party of the information’s discrepancies so that they can correct their own records as well, which in turn benefits you both as you then are able to comply with the accountability principle of the GDPR.

 

3. Review your privacy notices and map out changes that need to be applied in preparation of the GDPR.

 

Whenever you collect data you need to ascertain that the data subject is aware of who you are and what exactly you are doing with the information. As mentioned before it is all about transparency. In addition to the old DPA, additional notifications need to be added to the privacy notices in order to comply. Check the privacy notices code of practice from the ICO fur further information on the requirements of the GDPR.

 

4. Be wary of the rights of the individuals

 

Time to review the procedures you have in place to safeguard the the rights of the individuals. Aside from many of the rights individuals have under the old regulation, make sure you pay special attention to the following:

 

  • The right to access all the personal data that is collected from the data subject;
  • The right to request data to be rectified;
  • The right to be erased from databases / be forgotten;
  • The right to obtain the data and transfer it to another organisation;
  • The right to object that the individual’s data is being processed;
  • The right to be informed that personal data is being used;
  • The right to be informed
  • Lastly, the right of the individual not to be a subject to automated decision-making

 

5. Refresh your consents

 

You should prepare for opt-ins instead of opt-outs. When the new GDPR is enacted you need to make sure that all of your existing consents have opted in as well. However, the new GDPR also prescribes that ‘subscribe’ boxes can not be pre-ticked as this will be prohibited from the 25th of May. Consent cannot be derived from silence. To comply with GDPR you need to ensure that your data subjects have been confronted with consent is clear, specific, and certainly not least, easy to withdraw.

 

The ICO provides a more detailed guideline on how to comply with new rules regarding consent here.

 

6. Take the age of the data subjects into account.

 

Depending on the industry you’re in, you might want to to consider if parental consent is required for storing personal data. This is the first time that a data protection law specifically focuses on the protection of data belonging to children. Ranging from the age of 16 and above, people are able to give their own consent. Anyone who is below that age is not eligible to give their consent. This is where a person holding ‘parental responsibility’ need to give to their consent.

 

7. Ensure that you have all the procedures in place to cope with data breach.

 

Most companies already have some system in place to cope with the breach of data, but now more than ever, safeguarding the safety of data has been more important than ever. Therefore, procedures to detect and investigate a data breach are vital.

 

In the unfortunate event a data breach occurs, failing to comply with these rules will almost certainly result in a fine.

 

8. Being able to map out potential risks.

 

Which is done by conducting so-called Data Protection Impact Assessments, or, DPIAs. A DPIA is particularly important in cases where a new kind of technology is introduced for processing personal data.

 

9. Assign a dedicated DPO

 

There are a few particular cases when assigning a data protection officer is actually a must.  cases where you should assign a Data Protection Officer. If your organisation is a public authority and / or when you process large amounts of data that relate to individuals on a large scale.

 

10. You have an international presence?

 

Then you should decide on a lead data protection authority in order to cope with the differences in data protection and privacy legislation between countries overseas and the European location(s) where your business operates.

 

 

BONUS: Develop an encryption strategy

When personal data is breached, you can bet on it that you will face a lost in revenues, credibility, fines, and other liabilities to the detriment of your business. You can avoid this by including an encryption strategy into your plan to deal with the new GDPR. Irish Tech News did a great job in describing why every organisation needs an encryption strategy and I

strongly encourage you to give it a read to be even better prepared for the 25th of May 2018 by safeguarding your candidates’ data.

 

Of course, the actual impact of the new Regulation has yet to be determined, but you can be sure that companies, more than ever, will be held accountable for the data they store and their reasoning behind having that data. Wait no longer and avoid penalties.

 

Contact us and get to know how our Talent Community and Automation solution is in compliance with the GDPR.

Adriano Corso

Head of Solutions

Adriano Corso Recruitment MarketingAdriano has amassed a very diverse and deep experience in digital marketing, sourcing, lead generation, marketing automation, social recruiting, employer branding and email marketing in a variety of talent related roles. He has been featured on different well known websites such as: Forbes,CMSWiRE, RecruitingDaily, EREmedia,Getapp.Adriano is also a regular speaker on events and is considered one of the rising experts in the field of recruitment marketing, inbound talent attraction, and employer branding. Previously, Adriano was a Talent Community Manager and Recruitment Marketing Consultant with IBM Talent Acquisition & Optimization. He worked on digital solutions and online marketing activities for the IBM’s RPO division, across the APAC, North America and European regions.

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The Inbound Recruitment Process https://inboundtalent.eu/inbound-recruitment-process/ https://inboundtalent.eu/inbound-recruitment-process/#respond Thu, 07 Sep 2017 15:12:42 +0000 https://inboundtalent.eu/?p=117600 It’s amazing to see how technologies, innovations, artificial intelligence, bots, and above all recruitment marketing are reshaping the talent acquisition landscape.

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The inbound recruitment Process

HOW DOES IT WORK

4 Unique Stages of the Inbound Talent Attraction Process

Recruitment in the digital era, what a fascinating thing! Don’t you agree?

 

It’s amazing to see how technologies, innovations, artificial intelligence, bots, and above all recruitment marketing are reshaping the talent acquisition landscape.

You’re probably wondering why I say that recruitment marketing is the biggest driver behind the changing landscape.

Well, the reason relies on the fact that using consumer-market strategies in recruitment is actually very much worth it and it does pay back.

Taking a marketing approach in recruitment is a proactive and easier way to interact with passive or uninterested candidates, which in turn intrigues talent to such an extent that they will enter your recruitment pipeline for future opportunities.

And I am not the only one who think and believe the same. Many recruiting leaders agree that this is the way recruitment should be executed to attract passive candidates and retain them in the long run. As a matter of fact, we are all seeing a huge increase in investment in employer branding and digital marketing activities that are tailored for recruitment.

Besides, a LinkedIn study released at the beginning of 2017 revealed that “Hiring managers and talent professionals working in SMBs say that “Lack of awareness or interest in their employer brand” is one of their top 5 challenges they expect to face in 2016.” And, according to the analysis which was conducted  before


72% of recruiting leaders worldwide agreed that employer brand has a significant impact on hiring
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Yet, 83% of talent acquisition leaders say that employer branding significantly impacts their ability to hire great candidates according to LinkedIn’s Employer Branding Playbook. People have different approaches, where some working better than others.

At this point, I hope you will agree with me that this is why there is this urge/need to implement a completely different approach when it comes to talent attraction.

Without any further ado, let’s dive into the details on how Inbound Marketing is transforming the world of recruitment, where inbound talent attraction will be the new norm.

 

The Inbound Recruitment process

 

The Inbound Recruitment process entails stages that are akin to the standard inbound marketing flow. The image below shows exactly how the  Recruitment Marketing funnel, or Talent Acquisition Funnel, looks like:

 

 

inbound recruitment funnel

Why is the implementation of the inbound methodology important in Recruitment?

 

All companies wants to attract and convert passive candidates and make sure they go through the talent acquisition funnel shown above. You can achieve that by following the essential four stages of the inbound recruitment marketing process.

 

Attract, Convert, Engage, Optimise.

 

The Inbound Recruitment Process

 

Let’s look at each of them and how we can leverage them from day one.

 

#1 Attract: Passive and Qualified Candidates

 

Needless to say, you want to attract the right prospects to your career page, job ads, and social media channels.

We don’t want just any prospect to our site, we want the people who are most likely to become applicants, and, ultimately, happy candidates. In other words qualified candidates.

But, in order to attract your ideal  candidates, valuable content which conveys your employee value proposition must be created and shared out.

Prior to that, a company must fully understand its culture and the positive attributes of the organisation. Along with that, the company must also identify the ideal candidate, or the ideal candidate persona, and find the points that represent a match between the employer value proposition (EVP) and the candidate value proposition (CVP)

This will help you to find ways to market the company’s job openings and attract candidates who a’re the perfect job and culture fit.

Some of the best practices for this stage are:

 

  • Having a career page, blog, webinar, landing pages, and events are all part of this process.

 

  • Making use of social  networks to increase your online visibility,  support your inbound talent attraction efforts by connecting with potential candidates, and humanize your brand.

 

  • Review your SEO efforts and company positioning to make sure your candidate persona is able to find you.

 

  • Social listening and conducting competitive analyses is  essential to understand how outplay your competitiors.

 

#2 Convert: Potential Candidates into Applicants

 

After you successfully implemented step 1 of the inbound methodology and having attracted the right audience the next step for you to take is to convert them into candidates.

The main of this stage is to collect contact information from potential candidates. In essence, what you want to get is their permission for you to engage with them.How?

It’s a good practice to consistently put content out there for, and more importantly, about THEM and not about YOU! You can think of the following:

 

  •  Ebooks, Live events, webinars, Academy, and etc…

 

  • Interactive form, mobile optimisation, and gamification aspects.

 

  • CRM and ATS integration with marketing automation platform.

 

Even if they aren’t suitable for a role now, that does not mean that they never will, am I right? At some point in the future, there might be vacancies available where the skill-sets of these candidates perfectly match what is required. What you want to do is start your engagement process so that eventually you could get them working for you.

That’s why this stage and the following one are crucial when it comes to nurturing and growing your talent pool, and ultimately getting the best out of it in autopilot. Which leads me to the next stage of the inbound methodology.

 

#3 Engage: Long Term EVP (Employee Value Proposition) & Talent Community

 

Creating a long-term candidate nurturing strategy and building a relationship with your Talent Community is essential to improve your hiring process.


Did you know that it is 33% quicker to hire from a ready built talent community?
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Besides, nurturing campaigns that can be automated and analysed in real-time to identify which aspect(s) of your recruitment marketing and talent acquisition efforts are more effective and generate the best overall hiring results for your organisation.

 

 

  • Email Recruitment Marketing

 

  • Talent Community and segmentation

 

  • Quiz, Survey, Chatbot, CV audit

 

  • Referral & Loyalty System

 

The last bullet point indicates when inbound recruitment marketing is working for your talent attraction strategy. When a candidate is sufficiently impressed that they could refer other applicants or help in spreading the word.

The main goal of this stage is to create a unique and innovative candidate experience. And as soon they are on board, you want to continuously engage with them and develop an employee advocacy machine that will generate brand ambassadors.

Now, regardless whether a candidate will or won’t get a job, you must leave a remarkable experience similar to when the candidate would have been your customer or client.

We all know how important it is to have a good experience with a certain brand. Either is about buying something or our case, be involved in a recruitment process.

 

#4 Optimise: Increase Your Effectiveness

 

Optimise the process by building relationships and generate brand ambassadors in the long haul.

Frankly speaking, optimising  your recruitment effectiveness isn’t easy as it sound, but this does not mean it is impossible!

We all love challenges, oh dear we all do! Don’t we?

Essentially, this stage is where you pull out all the metrics you gathered from the 3 previous stages. Secondly, you will work on on calibrating and aligning your goals with the results you’ve got.

Basically, the keywords of this stage are: Analyse, analyse, and last but not least analyse.

All jokes aside, this is a crucial stage since you want to understand the candidate’s perception of your recruitment marketing effort. Knowing this is key as it enables you to re-calibrate your inbound talent attraction strategy based on those outcomes.

The essential point is that talent acquisition decision makers were supposed to implement this new approach in place yesterday. Tomorrow is already too late!

I am well aware that the “market” isn’t 100% aware of this yet. And I do understand the fear companies may have, is principally connected to the brand reputation along with the gap between marketing and recruitment division.

It all sounds fair and reasonable, but this means that companies are still thinking about themselves without  listening to the talent value proposition.

Our Employer Branding solutions, in tandem with our, Inbound Recruitment Marketing solutions, guarantee an effective and efficient way to attract qualified talents, increase recruitment effectiveness and reducing hiring time and therefore the costs per hire.

Have a look at the infographic we created about how to attract candidates effectively.

Adriano Corso

Head of Solutions

Adriano Corso Recruitment MarketingAdriano has amassed a very diverse and deep experience in digital marketing, sourcing, lead generation, marketing automation, social recruiting, employer branding and email marketing in a variety of talent related roles. He has been featured on different well known websites such as: Forbes,CMSWiRE, RecruitingDaily, EREmedia,Getapp.Adriano is also a regular speaker on events and is considered one of the rising experts in the field of recruitment marketing, inbound talent attraction, and employer branding. Previously, Adriano was a Talent Community Manager and Recruitment Marketing Consultant with IBM Talent Acquisition & Optimization. He worked on digital solutions and online marketing activities for the IBM’s RPO division, across the APAC, North America and European regions.

The post The Inbound Recruitment Process<dataavatar hidden data-avatar-url=https://secure.gravatar.com/avatar/63e4442b7c2decb90e9b4a794b3be983?s=96&d=mm&r=g></dataavatar> appeared first on Inbound Talent.

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Inbound Recruitment Marketing – The Secret Sauce! https://inboundtalent.eu/inbound-recruitment-marketing-the-secret-sauce/ https://inboundtalent.eu/inbound-recruitment-marketing-the-secret-sauce/#respond Fri, 25 Aug 2017 10:02:05 +0000 https://inboundtalent.eu/?p=117310 The inbound recruitment marketing secret sauce! All the ingredients for a successful inbound talent attraction. From EVP to recruitment marketing strategies.

The post Inbound Recruitment Marketing – The Secret Sauce!<dataavatar hidden data-avatar-url=https://secure.gravatar.com/avatar/63e4442b7c2decb90e9b4a794b3be983?s=96&d=mm&r=g></dataavatar> appeared first on Inbound Talent.

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inbound recruitment marketing

THE SECRET SAUCE

The Secret Sauce for Effective Inbound Recruitment Marketing

There is no way you haven’t witnessed the drastic changes that have occurred within the world of recruitment and the difficulties that came along with it. Let’s face it, the outbound, cold-calling, and finding the best job posting sites for employers days are over. For good!

Talent pools shrink, top talent become scarce, employee engagement strategies seem to fail and many organisations put in hundreds, if not thousands, of euros, dollars, YEN, Rupees into their recruitment processes, to no avail. More than ever before, companies need to start working on their talent attraction and inbound marketing strategies.

 

And it gets worse…

 

With the advent of social media and other job searching tools, candidates don’t need you anymore. In fact, it’s even been argued by Dr. John Sullivan, internationally known HR thought-leader from the Silicon Valley, in his latest article that recruitment will be replaced by technology.

I’ve witnessed (too) many companies who try to hire and, more importantly, retain their candidates at all costs. Which is a bitter pill to swallow especially if you consider this era where job hopping has become the status quo and all your (financial) effort may lead to nothing.

But who can blame them? When your talent pool is limited, project deadlines are close, your senior account manager is about to retire, your competition offers a higher salary to your top developer, and suddenly, you’re understaffed, and your retention costs have gone through the roof, you need to do something to keep the engine going, right?

Something is missing…

 

“Great!” What now then?

 

It’s an all-time classic, but ask yourself the following: what drives you to go to work every day? What makes you think your employees wake up every morning and say “YES! Time to go to work at company X”?

Those are the million dollar questions you need to get answered before you can even start with brainstorming on how you can improve your employer brand.

Not many companies realise, though, it’s usually not the benefits that enables you to find and retain employees for your organisation (although don’t stop investing in those, you definitely need them), but rather a sound employer value proposition.

A quick recap of this extremely important definition; Employee value proposition, or, EVP stands for the complete benefit package your company is offering. This goes beyond the salary employees can expect.

These are the key non-monetary benefits that make your employees proud about the fact they are working for YOUR company. Companies who lose sight of their EVP are bound to run into trouble when it comes to attracting talent.

I’ll go over a few employer value proposition examples in the following section of this article, but first I’m going to explain you a thing or two about a “little” thing called your employment branding strategy (not be confused with the previously mentioned employer branding strategy).

All of this is part of Inbound Recruitment Marketing. The time has arrived that more companies should shift their focus on inbound recruiting so that candidates will come to you instead of the other way around. If you’re still wondering “what is inbound recruiting”, keep reading. There is more good stuff coming your way.

 

Oh dear, more marketing fluff…

 

That’s one way to call it, but wouldn’t you like to be remembered by your past, current, and future employees as a great company to (have) work(ed) for? Of course, you do! And this is where your employment branding strategy plays a crucial role. It simply defines how the market overall views your company.

Have you ever heard anyone say, “I don’t want to work at Google”? Chances are you probably didn’t. Why?

Because aside from salaries, Google has the overall reputation that it’s an awesome company to work for and to get a reputation like this it will take a lot of time and effort, but it’s going to be worth it as plenty of employees will stand at your door asking if you would like to hire them, because they see the value your organization has to offer.

 

Bold statement? Definitely.

 

But it couldn’t be further from the truth. One of the reasons why companies face so many difficulties in attaining to top talent is simply because they are blended into the general perception where all the companies are the same and offer the same benefits even though this might (and probably isn’t) not even be true.

This is a problem, but without giving too much thought it poses a great opportunity as well.

The sole fact that the employees you aspire to hire seem so far away is because they cannot distinguish great companies from those that have a mediocre employment branding strategy in place, which, as said before is a fundamental part of the inbound methodology.

 

And that is where it’s your time to shine! (Albeit with a bit of help)

 

But before I jump to the part where I will explain you how Inbound Talent can help you with your inbound recruitment marketing efforts, I want to make your life a bit easier by giving a nice visualization of all the terms I’ve used previously in this article. I can imagine that distinguishing employer branding from employment branding from employee value proposition can be quite a hassle, so here you go:

 

The Secret Sauce for effective inbound recruitment marketing

P.S. Sharing is caring. If you like the infographic, feel free to share it with your audience. I’d only like to ask you to include a link back to either our website or this article.

 

Inbound Talent, at your service

 

Now then, with all these changes in the sphere of recruiting top talent, it’s only normal that you might need some help. I don’t want to bombard you with too much marketing jargon, I’ll give an overview of what we do and how we do it in the following section of this article.

 

Employer branding

 

Every company has a website, and more than likely, a career section as well. But as you might’ve noticed the visitors that come to your website are 1. Not all qualified, 2. Not all searching for a job, and if they do 3. They don’t seem to convert via the career section on your webpage. Something is missing to get them to upload their CV.

There are plenty of reasons as to why this is happening, but that’s not your concern.

That’s our job.

By using the tools that we have at our disposal to stimulate web traffic and content writers who are dedicated to create and optimise existing content, you will shortly see a steady growth of website visitors, and more importantly qualified website visitors.

The keyword here is content. Simply having a career section won’t cut it anymore. Relevant and tailored content to attract the candidates your business needs. We need to start working on identifying what pain points do your desired candidates face, what do they want to read, and moreover, what are they searching for in a job. In other words, educate them.

By elevating exactly this type of content, be it an employer brand video, article, case study, e-book, you can expect to attract a more qualified audience that in turn would love to apply for a job at a company they can trust. The main thing is that nowadays candidates need proof as to why your company is the place to work for. And we can make that happen as it’s all in tandem with your employer brand.

Which leads me to the following.

 

Improving and leveraging your employee value proposition

 

We’ll start off by getting a better idea of what it’s like to work at you company by means of a rigorous company culture assessment. This will help us to help you leveraging the things that makes your organisation, your organisation!

Remember when I mentioned the word “trust” previously? This is exactly what it’s about. By showing your future applicants what makes your company stand out as an organisation, how you can assist them in their career path, and how they will be rewarded for their hard work. You don’t only get the talent you’re after, but you also show your transparency as a company. Which nowadays is crucial when it comes to attracting qualified candidates.

This, by the way, is the reason websites such as Glassdoor exist.


Candidates are hungry for information and very curious how it would look like to work for your company
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and we help you to show that to the world. They want to know if the company matches their own purpose.

But it doesn’t just stop at displaying the benefits. It needs to come from a source that resonates with your potential candidates. And what source is better than your own employees? They are your ambassadors.

By letting us work on your employee engagement strategies, which enables your employees to freely speak their minds after asking them a few questions, we will capture all this valuable information and translate it into rich media that in turn will be used to show future candidates what can be expected when they apply for a position within your organisation.

 

Next up: Digital Recruiting

 

Once rich media is created, we can start with the creation of landing pages and include e.g. a video showing the testimonials from your brand ambassadors i.e. your employees. This is where your future hires will sign-up and provide their details to you, which leads us to the following step of the inbound recruitment process.

The moment you start to collect candidate details, it is of the utmost importance to segment all the details to create a well-established content marketing workflow, which is the point where we can determine the stage of the candidate’s journey towards applying at your company.

Not every candidate is the same, nor are your job openings. That is why we at


Inbound Talent pay extremely close attention to the candidate persona,
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the starting point of every marketing campaign. What drives them? What are their pain points in searching for a job? What makes them switch jobs, and wat retains them?

Those are all the questions we will answer for you, so that we are able to create workflows that provide tailored information to the right people who signed up via the landing page.

 

Congratulations, you got yourself a well-segmented talent community!

 

That’s right. After having implemented and reiterated the aforementioned steps for optimal candidate outreach we are finally able to provide you with a segmented list of people who are or might be interested in applying for a job at your company. This all depends on the candidate’s journey, which we keep track of.

It might be that some of the candidates in your community might not be ready yet to find a new job. That is why we will deliver them relevant Talent Community content on an on-going which is part of the lead generation strategy.

Keeping track and staying engaged with those who already showed an interest in your company by signing up via the landing page is a great cost-effective way to re-engage and offer newly opened positions to those candidates who reached the stage in their journey where they are interested in applying for a job.

 

What else do you need?

 

Let us find out!

There is much more we have to tell you, but we don’t want you to waste your time or your money. This is why we, for a limited time only, give a free audit to identify your biggest needs and issues you’re struggling with followed by a free consultation. And of course, no strings attached.

Personally, I prefer to get in touch in a more personal way than to let you fill in a form via the link above. So, if you’re interested feel free to get in direct touch with me by sending an email to adriano.corso@inboundtalent.eu to schedule a meeting. Or if you prefer LinkedIn, check out this link to get to my profile and send me a message from there. I will get back to you the same day.

I’m looking forward to getting in touch with you and discuss how we can improve your recruitment process.

Adriano Corso

Head of Solutions

Adriano Corso Recruitment MarketingAdriano has amassed a very diverse and deep experience in digital marketing, sourcing, lead generation, marketing automation, social recruiting, employer branding and email marketing in a variety of talent related roles. He has been featured on different well known websites such as: Forbes,CMSWiRE, RecruitingDaily, EREmedia,Getapp.Adriano is also a regular speaker on events and is considered one of the rising experts in the field of recruitment marketing, inbound talent attraction, and employer branding. Previously, Adriano was a Talent Community Manager and Recruitment Marketing Consultant with IBM Talent Acquisition & Optimization. He worked on digital solutions and online marketing activities for the IBM’s RPO division, across the APAC, North America and European regions.

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