recruiting optimization roadshow - chris brablc, smashfly

Inbound Marketing for

Recruiters: Becoming a

Magnet for Top Talent

SmashFly

© 2015 SmashFly Technologies, Inc.

Marketing Through Interruption



The Age of the Educated Consumer



Adding Value to Attract Consumers



Enter Inbound Marketing


1. Identify Your TARGET AUDIENCE(S) & Where They Live

2. Convert with Content that is VALUABLE at each stage

3. Consistently MEASURE & IMPROVE


Content that Converts Lead Down the Funnel


Awareness

Interest

Consideration

Selection

Finalist

Customer

Marketing Sales Funnel

Blogs

White Papers

Online Reviews

PR / Press / Media

Analysts / Publications

Email

SEO

Website

Webinars

Social

Video

Word of Mouth

Forums Infographic


Talent Acquisition Content that Influences


Awareness

Interest

Consideration

Applicant

Offer

Hire

Talent Acquisition Funnel

Blogs

Glassdoor

LinkedIn

PR / Press / Media

Publications

EmailSEO

Career Site

Webinars

SocialVideo

Referrals

Forums Newsletters

Awards / Lists

Indeed

Employee TestimonialsEvents

Job Ads InMails


The Candidate’s Journey


Unknown

Attract

Visitors

Engage

Contacts

Nurture

QualifiedCandidates

Convert

Applicants

Job AdsEvents Blogs

Employer ReviewsSEO Referrals

Career Site PagesTN Forms

Employee StoriesAwards / Lists

Email MarketingCompany News

NewslettersATS Retargeting

Call-to-ActionsTargeted Job Alerts

Direct SourcingRecruiter Outreach


Job Ads – Improving Candidate Flow


• Keyword-Rich Job Titles on Job Boards

• Lead with “Why Us?”

• A / B Testing of Job Ads


Blogging – Helping Candidates with Job Search


• Pick Topics that Candidates Are Searching For:– Top 5 Ways to leverage your network

to get a job– 6 Resume Tips that get your resume

seen– Q&A with Employee

• Set up a Blog Calendar for TA team• Point Candidates to a Department

Blog (Microsoft Engineering Blog)


Glassdoor – Actively shaping your reputation


• Ask current employees to rate you on Glassdoor

• Respond to user comments on your Glassdoor page

• Use your ratings on your recruiting channels


Newsletters – Nurturing Candidates in Pipelines


• Set up a monthly newsletter for interested candidates

• Content should include:– Jobs– Employee Stories– Industry & Company News– Pictures– Recruiter Blogs– Glassdoor Profile

• Measure content success with tracking links


Social – Providing Timely Content to Followers


• Post Content other than Jobs (1 job post a day)

• Curate content by setting up a RSS feed (Feedly) to easily find new content in your industry or for job seekers

• Post Content Automatically & have team share on Social


Workshop: Mapping Content to the

Candidate’s Journey



The Candidate’s Journey


Unknown

Attract

Visitors

Engage

Contacts

Nurture

QualifiedCandidates

Convert

Applicants

Job AdsEvents Blogs

Employer ReviewsSEO Referrals

Career Site PagesTN Forms

Employee StoriesAwards / Lists

Email MarketingCompany News

NewslettersATS Retargeting

Call-to-ActionsTargeted Job Alerts

Direct SourcingRecruiter Outreach

recruiting optimization roadshow - chris brablc, smashfly

Recruiting & HR