inbound marketing for recruitment
Inbound recruiting creates a remarkable candidate experience through employer brand content and marketing strategies that help companies build relationships with top talent.
By taking an inbound marketing approach to recruiting, companies can connect with passive and active job seekers, engage with their network, and delight candidates throughout the application process.
Using a multi channel process and the power of your existing database you can place candidates quicker, fill client positions quicker and free up your recruitment consultants time.
9 topics important to inbound recruitment:
Utilising your existing database
Your existing database is the most powerful tool you currently have. The power of your database should become a central focus to your recruitment process.
This is the central location where you have all the information on everything that drives your business.
A CRM tool will help you identify which pieces of content and exactly how each candidate or client has interacted with you.
Before all else, let’s talk about the importance of your database and how that can be used to place more candidates more frequently.
Differentiate between candidates and client
As we talk more about your database. You need to think more about the different ways in which you can communicate with candidates and clients.
What a candidate is interested in may not be the same as what a client is interested in. What a Structural Engineer is interested in may differ from what a Marketing Manager is interested in.
There are times when a blanket message will be sufficient. Say, for something like a business update.
For everything else, you need a segments and micro segments within your database for specific targeting and messaging.
Nurturing candidates and clients
A candidate may not always be ready to move. They may either be happy in their role, personal restrictions or just recently changed jobs.
These candidates require nurturing ready for conversion. Imagine you have just moved job. The recruitment agency were amazing, and got you a great deal.
You love this job. The honeymoon period is still evident.
Then the same recruitment company sends you an email asking whether you would like to learn about the seven top tips on updating your CV.
You likely to have little to no intention of wanting to find out more.
Not only this, but you are likely to feel confused, lose trust in the recruitment company and question whether they really had your best interests at heart?
Why would you need to renew your CV when you have just started a new role?
Email Marketing In Recruitment
The communication between your recruitment consultants is likely to be predominantly through email and your website.
Only when a lead has been qualified through predetermined metrics are your recruitment consultants likely to use the phone.
Let’s see how email marketing works within the recruitment industry
Multi Channel Marketing
By now you understand the importance of engaging with your database on a regular basis with the right message at the right time.
But there is more than one way to communicate with your existing audience.
Using a selection channels, which you know your candidates and clients are using, broadens your horizons and gives you the platform to deliver the right message at the right time.
Think about social media and how each channel is used differently. LinkedIn is likely to be more engaging with clients than for example Pinterest.
Whereas, Instagram could be more engaging for build rapport with candidates.
Check out how we can use a selection of channels to deliver the multi-channel experience
Importance of social media in recruitment
If you have gone on to learn more about social media in recruitment, then you are likely to have heard some of this before.
Social Media, primarily LinkedIn (as you are aware), should be your go to platform to nurture your existing clients and candidates, whilst building your brand.
Not only a platform to spread your good word, but to also drive engagement in a natural environment. Different platforms require a different.
Learn how Social Media is a core aspect of the recruitment process
Creating engaging content for the candidate
Engaging content in recruitment is so much more than just providing CV building tips.Think about how a piece of content to add value to a candidate months before they even consider changing jobs.
Put yourself in the shoes of your candidate. Are in them? Make sure they fit. You aren’t ready to look for a new role.But you have been in your role for 12 months, and you would like things to progress. But what does progression look like?
Wouldn’t it be handy if you had a piece of content delivered right to your inbox, or exposed to on social media, outlining career progression.Maybe you want to include some information about desirable skills, salary expectations. You name it.
The more value you can deliver the more engaged your candidates will be.
Creating Engaging Content
Engaging content in recruitment is so much more than just providing How to interview tips.
Think about how a piece of content to add value to a client months before they even consider hiring someone.
Now, let’s put you in the shoes of your client. These might be a bit easier to wear. Your team is at full capacity.
Everyone in your team is happy.
All appraisals are as expected. But, sometimes the unexpected happens, whether it’s a new client taking up your excess capacity, or a member of your team leaving.
This is much more about planning for the unexpected, or the expected? Think about the type of information you would benefit from in times of consistency and stability. Developing skills? Industry trends? Information you originally was not aware of.
We have seen agencies provide value over the years, in a variety of different ways.
We have all (at least most of us) been a candidate at one stage and also a client. The biggest ‘headache’ has always been the dreaded CV.
Is it the right format? Does it have the right information? Is the information in the correct order?
There are so many different variations you quickly lose sight on what is the norm.
A candidate has the capability to input the required information. In the pre-agreed format.
The CV is generated in a best practice. Your candidate not only has a value added service and a reason to give you their information.
But now every CV you receive follows an identical format/ Now imagine this. A client has a specific requirement for the information they need on every CV.
Every candidate builds their CV on your website to meet this requirement. The client receives the exact information they need to make an informed decision.
You guessed it… increase the chances of a hire!