Recruiting ROI Webinar

Inbound Recruiting 101: Employer Branding Tips to Hire Top Talent

Hannah Fleishman Recruitment Marketing HubSpot @hbfleishman

Recruiting was company-centric: •  Classified job ads •  Brochures •  Billboards

THEN…

Recruiting is candidate-centric: •  Glassdoor •  Linkedin •  Social media

NOW…

Today, 73% of candidates start their job search on Google.

Today, 73% of candidates start their job search on Google.

Why is this so important

for recruiters?

75% of professionals are

passive candidates. Employer brand

reaches talent that isn’t proactively

looking.

Recruiters who represent a strong

employer brand are 2X as likely to

receive responses from candidates

they contact.

75% of professionals are

passive candidates. Employer brand

reaches talent that isn’t proactively

looking.

Recruiters who represent a strong

employer brand are 2X as likely to

receive responses from candidates

they contact.

Attracting inbound applicants is critical. High-

growth companies won’t scale on referrals and

sourcing alone.

75% of professionals are

passive candidates. Employer brand

reaches talent that isn’t proactively

looking.

Recruiters who represent a strong

employer brand are 2X as likely to

receive responses from candidates

they contact.

You have to invest in telling your employer brand story to hire top talent today. Period.

What’s the bottom line?

That’s where inbound recruiting

comes in.

That’s where inbound recruiting

comes in. Wait, what’s inbound?

Inbound marketing matches the way people

shop and buy today.

Inbound recruiting matches the way people

find jobs today.

Inbound Marketing

Promoters Candidates Contacts

Inbound Marketing

Inbound Recruiting

Search Glassdoor

Social Media Job Ads

Jobs Site Content Forms

Calls-to-Action

Email Workflows

Applicant Resources

Surveys Can. Experience

Inbound is about building relationships through valuable content and helpful interactions.

Inbound is about building relationships through valuable content and helpful interactions.

recruiting

Inbound +

Recruiting

Inbound +

Recruiting

Inbound +

Recruiting

Inbound +

Recruiting

At HubSpot, 70% of candidates

are inbound candidates.

READY?

4 ways you (yes, you) can build your employer brand with inbound recruiting.

Today.

UNDERSTAND YOUR CANDIDATE PERSONA

1

Who is your company’s ideal candidate?

Who is your company’s ideal candidate?

Who thrives in your company culture?

Who raises the bar?

What traits do they have?

What makes them so great to work with?

•  What were her motivations for joining your company?

•  Which parts of her candidate

experience were amazing? Which were negative?

•  What was her research process like? •  What were her impressions of your

employer brand? •  Was there any content she wishes she

had during the recruiting process? •  Where does she consume information?

PERSONA RESEARCH

Attract the right people by deeply understanding your candidate persona.

CREATE HELPFUL, ENGAGING CONTENT

2

Fill in existing gaps in the candidate’s experience and answer questions.

Tell an authentic story about why your company’s a

great place to work.

Types of employer brand content:

•  Employee profiles •  Blog posts •  Video content •  Job descriptions •  Photo content •  Jobs site copy •  And more!

FACT: 76% of candidates want to know

what their day-to-day would be like at your company.

SHOW, DON’T TELL, ON SOCIAL MEDIA

3

62% of job seekers visit social media channels to evaluate employer brand.

Find social

ambassadors

Do an employee takeover

Experiment

Employees are your #1 resource.

STAY ON TOP TALENT’S RADAR

4

How can we build relationships with people who aren’t ready to apply?

NURTURE top talent with

valuable, relevant interactions.

Ask for an email address using opt-in forms

1

2

2 Send contacts relevant content

Keep an open dialogue 3

Make finding a job more human.

1. Know and understand your candidate persona. 2. Create engaging content your persona actually wants. 3. Use social media and your employees to tell a story. 4. Nurture contacts before asking for a resume.  

Start your inbound recruiting today:

1. Know and understand your candidate persona. 2. Create engaging content your persona actually wants. 3. Use social media and your employees to tell a story. 4. Nurture contacts before asking for a resume.  

Start your inbound recruiting today:

1. Know and understand your candidate persona. 2. Create engaging content your persona actually wants. 3. Use social media and your employees to tell a story. 4. Nurture contacts before asking for a resume.  

Start your inbound recruiting today:

1. Know and understand your candidate persona. 2. Create engaging content your persona actually wants. 3. Use social media and your employees to tell a story. 4. Nurture contacts before asking for a resume.  

Start your inbound recruiting today:

The line between marketing and recruiting is changing.

Thank you!