1

2

3What’s on Deck?

The digital landscape

The digital candidate

Inbound vs outbound communication

Methodology

Inbound examples

Outbound examples

Questions

Resources

4The Digital Recruiting Landscape

THEN (5-10 years ago) NOW

CAREERSJOB BOARD

• Recruiting is one of the most difficult

challenges companies face.

• We’re nearing 100% digital (unless

compliance issues)

• Candidates may know more about

you than you, them.

• Social Media/Network Options galore

IT’S DAUNTING & NOISEY!

LET’S SOLVE FOR THAT.

5

THE DIGITAL CANDIDATE

• Who are they?

• How do they behave?

• Why do they make a decision?

• Having any challenges?

6

S AL LY

Jr Marketing

Persona

I have had one job since graduating

college, am still here after 1.5

years. I’d like a role and company

where I feel good about the mission

I support. I learn quickly and would

like my next role to be with smart

and friendly people. Oh, I must be

able to advance quickly if I work

hard. I have a resume, but only

target companies I’m interested in. I

need an 8K increase to change

jobs. I don’t have a Twitter account

and rarely look at LinkedIn. I mostly

use Snapchat and Instagram.

J O E

DevOps Engineer

Persona

I mostly hang out at home with my

computer; it’s fun for me. I am learning new

languages like Chef, Hadoop, etc to keep

my skills fresh. I’ve been playing with

computers since age 11. I’m obsessed with

scaling huge infrastructure systems. I’m

happy as long as I’m challenged and don’t

have a dumb manager. Oh, and I do NOT

get on LinkedIn, nor do I like recruiters –

especially when they call me at work. I will

do my best to hide from all recruiters and

either follow past leaders or see who is

solving tough problems on HackerNews or

Github.

KEY MOTIVATORS

Challenge, Social Impact,

Flexibility, Money,

Career Growth, Colleagues

KEY MOTIVATORSInteresting Problems,

Engineering Leadership,

Individual Impact, Learning,

Flexibility, Money

The Candidate

Persona

7RECRUITING

FUNNEL

AttractPost research, use the

candidate persona to

attract, meaningfully.

Convert

Engage

Capture

Attract

Nurture

EngageKeep their sight set on

you by giving them

something they want.

CaptureGet their info and make

it simple.

NurtureContinue communication,

conversation so they

remain engaged

CONVERTMake them yours.

8

OVERALL METHODOLGYApplied to inbound & outbound recruiting.

INNOVATE BASED

ON FINDINGS

EXECUTE

A/B TEST

RESEARCH &

PERSONA BUILD

PIVOT AS

NEEDED

MEASURE

IMPACT

9Keep It Simple with a 60 / 40 Rule

When budget is tight, this rule is right. Even when it’s not tight.

INBOUND OUTBOUND

60% 40%

10

THE IMPACT MATRIX

How do you decide

what to do with all the

options?

Let’s find out.

11

47% of company recruiting departments are forging strong ties and partnering with marketing.

– LinkedIn Survey

12

Inbound Assets

• Specialty sites

• Careers page (30 second apply)

• Job descriptions

• Community Sites (Reddit, Quora, Slack)

• Blog

• Social media

• Social Listening

• Organic SEO

• Backlinks

• Email campaigns

• Video

• Webinars/online events

• Podcasts

• Community / marketing campaigns

• White papers

• Influencers/influencer demo/blog

• Live link on careers page

• Infographics / Visual Content

• Candidate Resources

13Community Cultivation

Lead

CommunityCandidate

THIS IS A BIG ONE

Multiple platform tested- Channels developed: content strategy creation after learning about our audience via Practitioner Summit, social media, developer interaction, in-house advisory roles in-house and gained major influencer support. - Continually overachieve KPI’s > 173%/month- Constant cycle of community > hires or if they don’t fit, back into the community as active membersOutcome: Created a 10,792 member developer community in 8 months.Team fully staffed.Total Cost: $7895.00

14Try Something New: Bland to Visual

• Inputs:

Video + Job Description <200 Words

• Tools Used:

Fiverr.com, Career site, Youtube, ATS

• Outcome: 5 Sales Reps hired in 20 days

Cost: $75.00

JOB DESCRIPTION: Millward Brown/Compete has an energetic and supportive biz dev team. As a bonus, we enjoy providing honest feedback PLUS give you insight into the good, bad, and ugly (say what?)! Uncapped $$, constant training, and no one barking at you to make 50 calls aday to hit quota (since we’re all adults). Looking forward to chatting. Compete.com/careers

15

AN APP MEETS TWITTER

THINK OUTSIDE THE BOX

• Inputs: 10 second video posted on Twitter

w/best hashtags to bring candidates to us.

• Platforms Used:

Twitter, GifX, Tagboard

Outcome: Hired perfect person in 6 days

with over 2500 views on YouTube.

Total Cost for hire: $3.99

16THROW SOME HACKATHONS

Inputs:

Microsite, Email

campaigns, Event

Platforms Used:

Organic SEO, Email,

Media coverage

Outcome:

Hired 18 Engineers in

4 months

Cost for all hires:

$499.00

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18

Outbound Components

• Direct sourcing

• Calling direct

• Candidate ambassadors

• InMails

• Email campaigns with no customization

• Shout out to #FightSpam

• Messaging for all the ^ above

There is no perfect formula for the perfect

email. Authentic and honest messaging

works.

19GET CREATIVE WITH YOUR MESSAGING

CANDIDATE INFORMATION GUIDE CREATE PERSONALIZED VIDEOS

It’s about them, not you. Give them what they want!

No pic needed – use authentic messaging!

20

Inputs: Microsite, Email campaigns, Event

Platforms Used: Splashthat, Video, Angelist, Streak

Outcome: Hired 16 Data Analysts that week.

Cost for all hires: $225.00

Dear Ms. Burns, …..I’ve never felt so welcome at a company and before coming to XYZ, I was intimidated to interview with any company. You made it so easy by letting us meet the team first. Regardless of the outcome, I will never forget my experience with XYZ. I hope to work with XYZ, but I am happy to now know exactly what type of people I want to work with and feel much more confident about any choices I make. Thank you for setting me up with my “non-interview”. Sincerely, Candidate who joined 6/1/15

Outbound Events. Do it!

21QUESTIONS?

Keep In Touch!Happy to share info, text, Gchat, Skype,

Facebook, Snapchat….

You get the point!

I cons take you to my on l ine persona .

Email : marie@talentamp. io

Cell : 919.649.8756

Skype: marieburns2011

22RESOURCES

HUBSPOT MARKETING SPREADSHEETS BUILTVISION STRATEGY HELPER v3