March 29.2017, 8.30am
Inbound Recruiting: Is It Time To Say Goodbye To Job Advertising?
How can you make yourself heard in a room full of people who are shouting? That’s the question that ultimately led to the emergence of inbound marketing as a viable alternative to traditional forms of marketing.
Inbound marketing ditched the interruptive techniques and hard sell used by outbound marketing and started to use innovative techniques to generate customer leads. It brought potential customers to brands by producing high-quality content that people wanted to consume.
SEO and social media allowed brands to target leads with this content and gradually move these leads down the sales funnel until they become customers.
Inbound marketing is a child of the information age, a discipline that realised that the best way to break through the noise was to go to a quiet place and get people to come to you. HR is now seeing the merits of using these inbound strategies when it comes to talent acquisition.
Successful recruitment isn’t easy. The employment market is candidate-driven, according to 90 percent of recruiters. That means you’re operating in a buyer’s market and you need to appeal directly to those buyers, both in terms of attraction and retention.
Inbound recruiting allows you to cultivate an audience of passive and active candidates, forge a relationship with highly qualified prospects, and build awareness of your brand and the opportunities that you provide.
Digital and social technologies have changed recruitment
Job ads in newspapers are a thing of the past. An estimated 70 percent of job seekers now start their search on Google. So they need to be able to find you when they look you up on their laptop, tablet or phone. Four in five job seekers use social media in their job search.
Inbound recruiting works by helping you to be found across the digital landscape, whether that’s through a search engine, a blog, social media or digital advertising. It uses these channels to connect with potential candidates and control your brand message.
Getting your own social channels and website in order are basic steps. Yet simple things like doing a guest blog on an industry site or piggybacking on the social networks of your connections can expose you to a much wider digital audience and let you connect directly with more talented prospects.
Inbound recruiting is all about using technology to make your job easier and to automate the process where possible. It’s about tracking data to measure your success, using it to target the right people and streamlining your communication efforts to improve brand appeal.
Landing pages, subscriptions and email lists all help to keep leads engaged to gradually convert them into genuine prospects. Technology can do much of the digital legwork to generate brand recognition and build relationships with potential hires before you ever post a job ad.
Your employer brand is crucial if you want to recruit top talent
Almost two-thirds of companies say that employer brand is a top priority for their organisation. How you sell your brand will dictate the quality of candidates that you attract and inbound recruiting is all about controlling that brand message, building relationships and establishing trust.
Building a social presence and generating great content can demonstrate leadership, industry awareness and ultimately convince people that you’re a good organisation to work for. It also makes it easier to control the message that you want to communicate and helps you to build brand awareness.
You can track your mentions on social channels, join the conversation and engage directly with people. This interaction helps you to build a community of contacts who each have an extended community of contacts. Not only does this widen your recruitment net but it also increases the number of potential influencers who can advance your cause the next time you want to recruit.
Employee experience is now a major HR focus but this starts long before a candidate sends in an application. Employee experience effectively begins from the moment they become aware of your brand.
Each interaction that they have with your company from that point is ultimately another step in this experiential journey. That interaction may be via a smartphone or a laptop but that doesn’t lessen the impact or make it less of an influence on a prospective candidate.
Using social and content to showcase your culture
Company culture has now spilt out onto social media. Company culture is defined by your workforce and you need to understand how your brand is being projected on digital platforms.
Organisations need to start thinking like marketers and competing for customers. You can use blogs or social to spread the word but another important aspect of building your brand is empowering and leveraging employees as brand evangelists.
Employee generated content is becoming a powerful weapon in the battle for hearts and minds. If your workforce uses their personal social accounts to share positive examples of your office culture, it acts as a powerful peer review for potential hires.
Referral channels like Glassdoor are effective because people trust people. Having employees share images or posts of your enviable office culture helps to establish your organisation as a great place to work.
The key takeaway is to be true to your organisation in your inbound efforts. Culture is a massive selling point and how effectively you promote your culture can dictate the type of people who want to join your company.
It’s a chance to showcase who and what your organisation is and what makes it special. If you do that properly, you’ll attract the right audience and establish yourself as somewhere that people want to work.
In the end, inbound recruiting is about attracting the right people to the right job.
Want to know how you can attract and retain the leaders of tomorrow?
By Alistair Brown