“Inbound strategy” is a terminology mostly used in Marketing. It is the process of acquiring new customers organically through a combination of blogs, SEO, social media, and other content marketing strategies. In simple terms, inbound recruiting is the method of developing online content to attract and engage qualified candidates. Though it sounds more like a marketing task but since candidates today perform more in-depth research about their potential employers, recruiters must also think like digital content marketers in order to fill the recruiting pipeline.
Just as digital marketers capture and convert leads into sales with targeted content, creative recruiters can use the same tactics to grow and nurture their talent pool. In fact, research shows capturing job candidate leads and building relationships earlier in the recruiting process leads to larger talent pipelines.
Based on that concept, Inbound Recruiting requires the recruiters to generate attractive content and strategically publish them on various recruiting platforms to entice the candidates’ attention. These are the reasons why recruiters used Inbound Recruiting as an effective recruitment tool. Think of it this way: If you create valuable branded content, talent is more likely to seek you out.
How to implement Inbound Recruiting strategy for an organization?
There are 4 steps of implementing Inbound Recruiting program in your organization
Be proactive with your sourcing strategy
If your company has a traditional recruiting process, you can first look for candidates from the usual recruiting pages. The next step is to amplify up your game with great content about your company’s fringe benefits for the employees. Additionally, your company should have appealing job descriptions to help the candidates to understand what inside your workplace is like. And not just writing about the job and the benefits, there should also be content about your business, the culture, the people, etc. This way, even if the candidates do not have the needs for a new career during this time, you will be the first one they think of when the opportunity comes.
Tailor your messages before reaching out to candidates
A personal touch in the communication between the recruiter and the candidate can make your message stand out. The basic formula for any personalized message can begin with introducing yourself and your company, telling the candidates why they are “special”, and listing the reasons why they would enjoy working for the company. Hence, the candidates will have a good first impression of you because most of the emails they (and including us) have received are merely automated messages.
Check in with the candidates at different times
In truth, although you connected with the candidates, they are not ready for the job change. In this case, persistence pays off. Keep track of the candidates’ profiles to stay on top of their news, to see if their circumstances have changed. This action reveals that candidates know you have not forgotten about them, and thus, increases the chance they actually apply for a vacant spot in your team.
Devote your resource to the best performing candidate sources
Applying the inbound method into recruiting, measuring how well different candidate sources and recruiting content perform is also a critical aspect smart recruiters have to pay close attention to. There will be sources and platforms that outperform others. By teaming up with your marketing function to get these figures and data, you can proceed to allocate resources and invest in the best channels that guarantee the highest results.
Strategies of Inbound Recruiting
Recruiting through inbound channels is a lot like modern marketing. In staffing, this practice is evolving and maturing. It has changed the hiring landscape dramatically. In fact, it is improved the way candidates learn about recruiters, connect with them, and interact with them. Every recruitment team, just as any marketing group, will eventually develop their own best practices for inbound strategies. That said, here are the top three strategies that always prove effective.
Content creation forms the foundation of inbound recruitment marketing. Through blogs, ebooks, social media interactions, infographics, and other written resources, you can draw potential candidates to you. Content defines your brand and your abilities to an audience. The best part is that a robust content initiative saves you the time of emailing, calling and job board scraping. When you pique a person’s interests, he or she will come to you.
Search Engine Optimization (SEO)
Search engine marketing simplifies the way candidates discover your content. Although SEO is more technical and “behind-the-scenes” than publishing a great article, it should infuse every aspect of your writing. SEO involves striking the right balance between keywords, advertising and your postings to maximize the position of your content in rankings – whether those appear on job boards, social media or Internet searches.
Today’s candidates, pay little attention to content focused on the self-promotion or direct selling of a brand. They gravitate toward content that promises insight, advice, useful tools and guidance. You want to tell a story that intrigues your core audience and provides them resources to succeed. That might sound as though you’re giving away your secrets with no expectation of business in return. In fact, the opposite is true. By establishing yourself as an expert in your recruiting field – and a professional with a deep desire to help candidates – talent will turn to you as the recruiting agency that will best serve their career needs.
Important Reasons Why a Recruiter needs Inbound Recruiting
As talent gains power in its ability to be more selective, inbound recruiting will be the strategy that restores your competitive edge in hiring. Following are some of the important reasons why inbound strategy is important.
Through inbound recruiting, companies make themselves and their positions easier to find by drawing prospective candidates to their websites and other media. This is done by creating content that the target candidates find valuable and personally relevant. As a result of effective inbound recruiting strategies, companies publish content that their target candidates are searching for, so that they will discover the company, content, and information, and perceive the employer as a valuable resource. Because the digital age offers so many varied ways to engage job seekers, blasting a message out using traditional recruiting tactics is no longer effective. Inbound recruiting lets companies engage target candidates as employers by strategically polarizing and targeting the talent the company wants. The short version: Inbound recruiting makes it simpler for the candidates you want to hire to find you!
As a recruiter you must have the attention of your target candidates doesn’t mean that they’re going to consider applying. Inbound recruiting strategies ensure you don’t take for granted the candidates’ time and focus. While you have their attention, it’s important to turn their awareness into action. Inbound recruiting requires that you create content that helps drive job seekers’ consideration. To do this, a company should write stories, engage candidates on social media, and develop content that showcases why the company is a worthy employer. To be considered as an employer, companies must reveal that talent brand that truly exists there. Examples of inbound recruiting strategies that accomplish this include employee spotlights, company blogs, social media posts, and newsletters. These help you develop relationships with candidates so that they will think of you when they decide to look for and apply to a position. By giving an inside look at the experience of an employee at your company, you allow candidates to consider how well their career could align with your culture. The short version: Inbound recruiting helps candidates envision themselves in a position with your company!
Once a candidate considers you as an employer, it is up to you to foster that relationship. Positive candidate experience refers to the simplicity with which job seekers can become applicants and guides the perception they have of the company culture and hiring process. Even if a potential candidate doesn’t apply right away, by guiding them through the job seeking process and making it a positive experience, you’re increasing the chances that they will apply in the future. Because inbound recruiting has allowed your target audience to get to know you as an employer, it simplifies the decision making process by helping them determine if their values are aligned with your company’s and if your positions would be a good fit for them. Sophisticated job seekers no longer want to work for your company- they want to work with your company. Inbound recruiting ensures that you create an environment that welcomes the best-fitting candidates from the start. The short version: Inbound recruiting makes the decision simple because it lets candidates know when they are the right fit for your job and your culture!
New Recruiting strategy of New Age
In today’s workforce, the evolving role of recruiters is becoming even more pivotal. Candidates aren’t attracted, sourced and recruited the same way they were a decade ago. Modern talent have different motivators, more choices and greater leverage when considering jobs. The transactional tactics of matching skills, work experience and compensation to job descriptions no longer bear the same fruits. Top recruiters can exceed their goals and expectations by perfecting a content-rich marketing approach.