This document discusses using marketing automation to improve the candidate experience and recruitment funnel. It begins with an overview of marketing automation and recruitment automation. It then discusses the fundamentals of inbound recruiting including defining an inbound tool stack, creating candidate personas, and mapping the candidate journey. The document provides examples of a candidate awareness stage, consideration stage, and decision stage. It then walks through several funnels that can be used as part of an inbound recruiting strategy, including a career webinar funnel, mini-class education funnel, survey and engagement funnel, lead magnet content funnel, and talent community content funnel. It concludes by inviting questions.
4. GR8 People is a single experience
for talent acquisition professionals
that brings CRM, recruitment
marketing, hiring and onboarding
together.
5. HERE'S THE PLAN
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14. A Limited Approach
Based on scheduled emails, delays,
or actions - basic tracking like opens
and clicks.
Prospect Centric
Uses information about the prospect
to deliver relevant information when
they need it. ie. want it.
Inbound Marketing
(Recruiting)
Traditional
Marketing
15. FUNDAMENTALS
OF INBOUND
RECRUITING
INBOUND TOOL
STACK
What tech is essential to
define, build, and
execute efficiently?
CANDIDATE
PERSONAS
Who cares about your
message?
What do they want?
CANDIDATE
JOURNEY
What steps will the
candidate take in your
recruitment process?
YOUR
COMPANY
What's the culture?
What's vision?
What's the mission?
17. CANDIDATE PERSONAS
A prospect profile defines a category of
people that you attract or want to
attract. Within that category are
subcategories called personas.
18. Persona Detail Sample question to ask
Role
Company / Organization
Goals
Challenges
Satisfaction
What is your job title? Role?
What industry does your
company work/is your role in?
What are you looking to
accomplish?
What are you biggest
challenges?
How do achieve satisfaction?
What motives you to do
great?
19. Who is your buyer? What do
they do? How do they act?
What do they love? What do
they hate?
THINK ABOUT THIS
DON'T OVERTHINK YOUR PERSONA'S
20. Background
Basic details about persona's role and as much relevant background info
as you can find.
Demographics
Gender, age, location, income if relevant
Goals
What is your persona's goals? Understand what they want.
Challenges
What is their biggest challenge keeping them from succeeding?
How can we help?
How can you solve your persona's problem to achieve their career goals?
Objections
What are the most common objections your candidate will present during
the courting / recruiting process?
22. I AM A CANDIDATE AWARE THAT I HAVE
A FRUSTRATION
Awareness
Stage
I need to improve ________________________________________
I need to change jobs because _______________________________
I dislike my current job because ______________________________
I need to learn more about ___________________________________
I like a role that I am able to __________________________________
Your prospect is expressing a need. They
are in the "research" phase of their
problem / frustration.
23. Consideration
Stage
What resources are available to help me ______________________________________
What skills do I need to increase my role in ____________________________________
What are my options as a job seeker in the industry _____________________________
What growth opportunities exist in ____________ area in the __________ Industry?
Your prospect is considering a career
change. They haven't selected a
company or a role.
I AM A CANDIDATE CONSIDERING
SOLUTIONS FOR MY FRUSTRATION
24. Decision
Stage
I need details on the salary and bonus structure being offered for __________________
I need to understand the benefits for ______________________________________
I need evidence that ____________________________________________________
I need assurance that _____________________________________________________
Your prospect has determined they are
ready to make a move and they need to
hear the final details.
I AM A CANDIDATE THAT IS READY TO
MAKE A MOVE TO A NEW ROLE