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.
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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.

Many focus on the acquisition of new, fresh data when they already have a whole database full of warm leads. Utilising your current database is the quickest way to place more candidates, more frequently to more clients.

You just need to know how to use what you already have!


Cleansing your database is a dreaded task, we know. But it’s not something we advise you to put in a corner and forget about.

When was the last time you went to import data, only to find out that the data was a little wonky? Most of you are probably nodding your heads at this point.

If not cleansed, your database can cost your business not only money but wasted time.

When cleansing your database, the fields you should be focusing on are:

  • Formatting issues
  • Removing spaces and unwanted characters
  • Removing useless emails
  • Getting rid of duplicates
  • Standardise filtering

Differentiate Between Candidates and Clients

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.

There are a number of ways that you can identify whether your website is more client or candidate focused and in the majority of cases, Inbound Recruitment Marketing should have a pretty good idea already. A quick acid test is take a look at the primary pages on your website and count how many you have designed for clients vs candidates. Ask yourself questions such as:

  • Do you have more pages providing advice for candidates searching for their next job?
  • Are you more focused on how to help businesses attract, recruit and retain staff?
  • What imagery and language do you utilise on page and who does it appeal to?

You may think that the difference isn’t that significant, but, if 70% of website pages are job orientated, it stands to reason that the majority of your traffic will be from candidates.

For everything else, you need a segments and micro segments within your database for specific targeting and messaging. Segmenting your database is critical for Inbound Recruitment Marketing.

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’re likely to have little to no intention of wanting to find out more.

Not only this, but you 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?

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.

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.

Email marketing is the process of promoting your services, developing relationships, and encouraging a desired action through electronic communication. Generally, email marketing is used to send emails to large groups of people.

As a recruiter, you can use email marketing for both candidates and clients in your recruiting database. However, we are going to focus on how you can use recruitment email marketing to communicate with clients.

Types of email:

  • Touching base
  • Cross-selling services
  • Cold emailing

To prevent current and potential clients from skipping over your emails, you need to make sure you create readable content. Otherwise, your open and click rates will be low and your email marketing efforts futile.

Multi Channel Marketing In Recruitment

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.

These are all tools used to identify potential applicants:

  • Social Media Platforms
  • Generic Job Boards
  • Niche Job Boards
  • Print Media
  • CV Databases

Job boards remain extremely popular with job seekers as they offer a one stop shop for finding a job.

Posting jobs on job boards can allow recruiters to target suitable candidates based on location, experience and sector.

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.

As recruitment agencies compete for top talent, it has become increasingly necessary to use social media in talent acquisition. Indeed, over 90% of all recruiters now use social networking sites in their recruitment process.

Today, practically every ideal candidate, you consider for any position is on social media.

Facebook enjoys an active user base of over 2.19 billion. Twitter is popular for the ability to host job search chats and many millennials and Generation X demographic are active users of LinkedIn as a job hunting platform.

There are several social recruitment tools you can use that will help you do it fast and stress free:

Delighting your candidates

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.

As a recruitment consultant, you are in conversation with candidates on a daily basis whom are from a wide selection of backgrounds and industry specialities.

Each candidate typically requires a slightly different approach and varying levels of support. Whether that be building a CV, outlining key skills, how best to interview or guidance on the type of roles best suited to their experience and skills.

First of all, there are three types of candidates you need to consider for recruitment inbound marketing:

  • A candidate who is happy in their existing role.
  • A recently placed candidate.
  • A candidate who is actively searching.

How to know when a client is looking to hire

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.

But are you thinking about hiring a new candidate to the team?

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.

The types of content you can use to delight your client are:

  • Industry trends
  • Salary surveys
  • Changes to roles
  • GDPR and legal employment updates

If a client opens and clicks your e-marketing campaign on “6 Best Practice Interview Questions”- you can draw the conclusion that they are certainly thinking about making a hire.

How a CV building tool can be extremely powerful

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.

Imagine this.

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!

How to use your recruitment knowledge

At a minimum, blogging keeps you engaged with your own industry and service. Composing your thoughts into professional commentary on business-related topics will keep you continually thinking about inbound marketing best practice.

Reading other blogs for inspiration will also keep you in tune with the latest recruiting trends, and you’ll likely stumble across information from others that helps you in your own recruiting style.

Blogging encourages information sharing, and if you want to be ahead of the pack, throw yourself into this online community of recruitment thought leaders, don’t cut yourself off.

The articles you create are extremely valuable additions to your professional portfolio.

By generating relevant, compelling content aimed at your network and specific people within your recruitment industry, you will reap the the benefits of higher exposure online.

Finally, let’s not discount the message your blogging activity sends to potential employers. If you decide to move jobs yourself, what a great way to impress hiring managers – showing them your own written, published content demonstrating your expertise and beliefs.