Using Inbound Marketing to Source Interview and Hire Talent
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Learn how to leverage the inbound methodology to find new employees. A presentation from New Breed Marketing CEO Patrick Biddiscombe, given at HubSpot's #INBOUND15 conference.
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Using Inbound Marketing to Source Interview and Hire Talent
- 1. INBOUND15 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
- 4. INBOUND15 GROWTH. Need to adopt a prescriptive growth model–based on how fast you want to grow, you can pinpoint when you need to hire.
- 5. INBOUND15 Two funnels you need to fill Leads Candidate leads
- 6. INBOUND15 Two funnels you need to fill Generate as many leads as possible to meet revenue goals. Leads Candidate leads
- 7. INBOUND15 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
- 8. INBOUND15 2 About New Breed
- 9. INBOUND15 52 Launched websites on the HubSpot COS in 2014
- 10. INBOUND15 Our team has grown exponentially! • 18 new hires • 20 intern hires • 32 full-time employees
- 11. INBOUND15 We have 6 interns currently!
- 12. INBOUND15 Located in Burlington, VT Named one of the 10 most innovative tech hubs in the US by Forbes magazine.
- 13. INBOUND15 We live in a hub of exceptional colleges Designer and Developers Copywriters Analytics and Sales individuals
- 14. INBOUND15 3 Traditional recruiting is dead
- 15. INBOUND15 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
- 16. INBOUND15 But these methods don’t work anymore
- 17. INBOUND15 Great people never need to apply for a job. Finding great salespeople requires a passive recruiting strategy. -Mark Roberge
- 18. INBOUND15 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
- 20. INBOUND15 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
- 22. INBOUND15 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
- 24. INBOUND15 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
- 25. INBOUND15 4 Creating a talent acquisition funnel
- 26. INBOUND15 Growing your team can be tough. We all have talent acquisition growing pains but the inbound methodology can help scale your team.
- 27. INBOUND15 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
- 29. INBOUND15 Applicant persona creation As you do for customer acquisition, you must create a persona geared toward your ideal employee.
- 30. INBOUND15 Ways to Score Candidates
- 31. INBOUND15 Get to know you. Applicants should be able to articulate what the company does.
- 32. INBOUND15 Be social with you. Applicants should follow the company across social media channels, attending events, participate in the same conversation.
- 33. INBOUND15 Fit culture code. Applicants should read the culture code prior to the interview and should be able to ask questions about it.
- 34. INBOUND15 Know your industry. Applicants should be well-versed (or at least familiar) with the industry or industries the company works within.
- 35. INBOUND15 Challenge you. Companies like to see applicants ask hard-hitting and specific questions back to the interviewer.
- 36. INBOUND15 6 Creating a culture code
- 37. INBOUND15 • 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…
- 38. INBOUND15 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
- 39. INBOUND15 But what if an employee doesn’t align with your culture code?
- 40. INBOUND15 But what if an employee doesn’t align with your culture code? Fire them
- 42. INBOUND15 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
- 44. INBOUND15 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:
- 45. #INBOUND15 If your dream hire was on your website, would you know?
- 46. #INBOUND15 What if there was a way to engage potential hires and learn more about them before they even applied?
- 47. INBOUND15 Top of the funnel
- 48. INBOUND15 • Employee referrals • Local colleges and universities • Internships • HUG events focused on recruitment • Top local tech companies (#Poaching) • Hackathons Recruitment sources
- 49. INBOUND15 Assign a recruiting champion This person needs to exhibit exceptional sales skills
- 50. INBOUND15 Middle of the funnel
- 51. INBOUND15 Form strategy • Collect their resume • Screen ahead of time • Review level of due diligence (Digital Body Language) • Look at their digital presence
- 52. INBOUND15 Qualification How do you qualify an applicant?
- 53. INBOUND15 Pay attention to digital body language Are they visiting the website? Connecting on social media? What are the looking at on the site?
- 54. INBOUND15 Nurture How do you nurture an applicant further down the talent acquisition funnel?
- 55. INBOUND15 Utilize email communications Leverage emails to nurture applicants by directing the to your blog.
- 56. INBOUND15 Bottom of the funnel
- 57. INBOUND15 Interview process • 3 rounds of interviews • 1 culture-focused interview • Non-leadership interviews • Group dinner interview
- 58. INBOUND15 Recruiting-focused content offers • Why we choose New Breed • What to expect on your first day • Take a look at our office
- 60. INBOUND15 Inbound recruiting example Thanks for requesting the New Breed Culture Code
- 62. INBOUND15 Inbound recruiting example Thanks for requesting the New Breed Culture Code
- 64. INBOUND15 • 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
- 66. INBOUND15 • 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…
- 67. INBOUND15 Panel Discussion: Room 108 11:45 AM – 12:30 PM Tara Robertson VP Marketing & Creative Services TSL Marketing Lisa McDermott VP Sales & Marketing Stratus Interactive
Notas do Editor
- Prescriptive growth
- Prescriptive growth