The inbound recruitment marketing Process
HOW DOES IT WORK
4 Unique Stages of the Inbound Recruitment Marketing Process
Recruitment in the digital era, what a fascinating thing! Don’t you agree?
But what is Inbound Recruitment Marketing?
The Inbound Recruitment marketing is the strategy and tactic to find, attract, engage and nurture talent before they convert into applicants. It combines different elements among of which employer branding, employer value proposition, digital recruitment and recruitment marketing to transform your talent attraction strategy from a Push to Pull approach.
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 Click To Tweet
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:
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.
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? Click To Tweet 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.
Linda founded Next Generation in 2007 with a clear vision in mind of providing a superior service to both clients and candidates.
As a CEO she has an innate talent for grasping advancing recruitment and IT systems, Marketing initiatives, Business and Commercial strategies which keeps the company in a strategic and competitive position.