INBOUND 2015

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Using Inbound to Source,
Interview and Hire Talent
Learn how to leverage the inbound
methodology to find new employees
Patrick Biddiscombe
CEO, New Breed
@pbiddiscombe

2. ① Introduction to prescriptive growth
② About New Breed
③ Traditional recruiting is dead
④ Creating a talent acquisition funnel
⑤ Applicant persona development
⑥ Creating a culture code
⑦ Inbound recruitment process
⑧ Takeaways
AGENDA

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Introduction

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GROWTH.
Need to adopt a prescriptive growth
model–based on how fast you want to
grow, you can pinpoint when you need
to hire.

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Two funnels you need to fill
Leads Candidate leads

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Two funnels you need to fill
Generate as many
leads as possible
to meet revenue
goals.
Leads Candidate leads

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Two funnels you need to fill
Generate as many
leads as possible
to meet revenue
goals.
Generate the best
talent to help build
business and
deliver
Leads Candidate leads

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2 About New Breed

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52
Launched websites on the
HubSpot COS in 2014

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Our team has grown
exponentially!
• 18 new hires
• 20 intern hires
• 32 full-time employees

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We have 6 interns currently!

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Located in
Burlington, VT
Named one of the 10
most innovative tech
hubs in the US by Forbes
magazine.

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We live in a hub of exceptional colleges
Designer and
Developers
Copywriters Analytics and
Sales individuals

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3 Traditional recruiting is dead

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Over time, it has become less and less effective to invest time and resources into traditional
methods of recruiting, such as:
• Newspaper ads
• Recruiting agencies
• Job boards
• Word-of-mouth/referrals
The recruiting process has drastically changed

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But these methods
don’t work anymore

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Great people never
need to apply for a job.
Finding great salespeople requires a
passive recruiting strategy.
-Mark Roberge

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Rather, there are new and effective methods to recruit top talent to your company:
• Passive recruiting
• Inbound recruiting
• Social recruiting
The reThe recruiting process has drastically changed

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Passive recruiting

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Say one of your close friends has some type of relationship, have it be personal or
professional, with someone who seems to be a great fit for your company. You work with your
friend to connect you with this prospective employee. Over time, you slowly (and passively)
build a relationship, that can later be leveraged to recruit that person to your company.
Passive recruiting

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Inbound recruiting

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The process of helping potential new hires find your company often before they are even
looking to make a job change decision and then turning that early awareness into brand
preference and ultimately, into new hires.
Inbound recruiting

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Social recruiting

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Leveraging social media channels such as, Twitter, Facebook and LinkedIn to:
• Identify potential new hires
• Learn more about applicants
• Nurture them further from the application process
• Target (or retarget) using paid advertising options
• Have conversations with potential new hires
Social recruiting

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4 Creating a talent acquisition
funnel

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Growing your team
can be tough.
We all have talent acquisition growing
pains but the inbound methodology
can help scale your team.

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Build out your funnel for new hires and
interns, and most importantly always
keep your funnel full.
Leverage your inbound process
to grow your team

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5 Applicant persona
development

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Applicant persona
creation
As you do for customer
acquisition, you must create
a persona geared toward
your ideal employee.

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Ways to Score Candidates

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Get to know you.
Applicants should be able to articulate
what the company does.

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Be social with you.
Applicants should follow the company
across social media channels,
attending events, participate in the
same conversation.

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Fit culture code.
Applicants should read the culture
code prior to the interview and should
be able to ask questions about it.

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Know your industry.
Applicants should be well-versed (or at
least familiar) with the industry or
industries the company works within.

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Challenge you.
Companies like to see applicants ask
hard-hitting and specific questions
back to the interviewer.

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6 Creating a culture code

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• Define what it means to be Z, Y, and X at your organization
• Define what makes your organization unique from others
• Define the characteristics that you want every single employee to embody
A culture code can help you…

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① Be insanely driven to unify marketing + sales
② Innovate, educate & empower others
③ Question things & drive positive change
④ Embrace transparency, honesty & selflessness
⑤ Get sh*t done
⑥ Turn metrics into action
⑦ Be awesome
New Breed Culture Code

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But what if an employee doesn’t align with
your culture code?

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But what if an employee doesn’t align with
your culture code?
Fire them

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7 Inbound recruitment process

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① Top of the funnel: Recruitment sources
② Middle of the funnel: Form strategy
③ Bottom of the funnel: Interview process
④ New hire onboarding
Inbound recruitment process

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Always be
recruiting.

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The process of helping potential new hires find your company often before they are
even looking to make a job change decision and then turning that early awareness
into brand preference and ultimately, into new hires.
Inbound recruiting revisited:

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If your dream
hire was on your
website, would
you know?

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What if there was a
way to engage
potential hires and
learn more about
them before they
even applied?

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Top of the funnel

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• Employee referrals
• Local colleges and universities
• Internships
• HUG events focused on recruitment
• Top local tech companies (#Poaching)
• Hackathons
Recruitment sources

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Assign a recruiting
champion
This person needs to
exhibit exceptional sales
skills

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Middle of the funnel

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Form strategy
• Collect their resume
• Screen ahead of time
• Review level of due diligence
(Digital Body Language)
• Look at their digital presence

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Qualification
How do you qualify an applicant?

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Pay attention to
digital body language
Are they visiting the
website? Connecting on
social media? What are the
looking at on the site?

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Nurture
How do you nurture an applicant
further down the talent acquisition
funnel?

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Utilize email
communications
Leverage emails to
nurture applicants by
directing the to your blog.

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Bottom of the funnel

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Interview process
• 3 rounds of interviews
• 1 culture-focused
interview
• Non-leadership
interviews
• Group dinner interview

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Recruiting-focused
content offers
• Why we choose New
Breed
• What to expect on your
first day
• Take a look at our office

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Inbound Recruiting Example

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Inbound recruiting example
Thanks for requesting the New Breed Culture Code

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Inbound recruiting example

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Inbound recruiting example
Thanks for requesting the New Breed Culture Code

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Inbound recruiting example

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• Certifications before the start date
• Start of 1-on-1s right away
• SMART goal setting and BHAGs (Big Hairy Audacious Goals)
• Training plan past HubSpot’s
• Prepared to be an evangelist
New hire onboarding

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8 Key takeaways

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• Leverage inbound recruiting
• Get creative to find talent
• Develop a candidate persona
• Develop a culture code (not a quick win, but totally worth it)
• Create an application landing page/form & nurturing process
• Create an application workflow and route to HR
• Have an onboarding plan
Remember to…

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Thank you!