In 2014, we launched 52 new websites. That's almost one website a week! If there's one thing we noticed along the way, it's that companies chronically underinvest in the recruiting side of their digital presence. It's time to think about your recruiting funnel in the same way you think of your marketing funnel. There's no better way to do this than by using your existing inbound marketing processes and methodologies to scale your hiring funnel. We like to call this inbound recruiting.
In this post, I lay out the key framework and processes that New Breed has used to grow its agency into one of HubSpot's premier Diamond-tier Agency Partners.
Using Inbound Recruiting to Source, Interview and Hire New Talent
The recruiting process of today has changed drastically. Over time, it's become less and less effective to invest resources into the more traditional avenues for recruitment:
- Newspaper ads
- Recruiting agencies
- Job boards
We've innovated our "recruitment" processes for attracting new clients - it's now highly data-driven, personalized and centered on the inbound marketing methodology. So why are we struggling to update how we market ourselves to attract new talent to our organizations? By using HubSpot to capture your recruiting information at the top of the funnel, you can nurture candidates through the funnel from applicants to new hires just as you would with sales leads.
The Inbound Recruitment Process
1. Top of Funnel: Recruitment Sources
This step involves helping your candidates find your company - often before they've even started looking for a new job - and then turning that early awareness into brand preference and, ultimately, new hires. Think about where you found your current organization or position and other sources of great potential candidates.
- Nearby colleges with relevant degree programs
- Paid ads on your existing social media accounts with great followers or engagement
- Referrals from your already great existing employees
2. Middle of Funnel: Form Strategy
Just as you plan your lead generation forms around the important pieces of information you need in order to successfully nurture a new contact, think strategically about you need to know about an applicant in order make a good hiring decision. Obviously, you'll want their resume and cover letter, but what are additional questions you could ask to ensure their qualification for the position or culture fit at your organization?
The second thing you need to consider in the MOFU stage is an applicant's digital body language and engagement with your organization:
- Are they visiting your website?
- Reading or downloading your content?
- Connecting with you on social media?
If you're going to invest time, energy and resources into recruiting an applicant, you want to ensure they're investing equal efforts into researching and getting excited about your opportunity.
3. Bottom of Funnel: Interview Process
After reviewing a potential hire's digital body language, the interview process is your next opportunity to prove or refute your initial findings. Here at New Breed, we do three rounds of interviewing, including a culture-focused interview and a group dinner interview. Our entire process is focused on fitting a potential hire to their ideal opportunity, not just the one they applied for - just as we work to fit our clients with the ideal solution to help them grow.
4. New Hire Onboarding
Lastly, we've worked extensively to implement a new hire onboarding program that sets our new hires up for success from day one. Our freshly updated onboarding program includes demonstrations of all of our service offerings, working time to complete necessary certifications and is accompanied by a project that provides hands-on experience implementing an inbound marketing strategy.
Now's the time to start leveraging an inbound recruiting strategy in order to better recruit and hire qualified candidates. If you need some help getting started, here's some suggested next steps:
- Get creative in finding your talent
- Develop an ideal candidate persona
- Create a culture code
- Have an onboarding plan
In 2017, New Breed used this same inbound recruiting framework to hire 17 new employees and more than 20 interns, while recognizing only a 4-percent rate in volunteer turnover. I'm a huge proponent of applying this inbound-first methodology to hiring and look forward to seeing how this emerging trend develops and grows over the coming months and years.
Here's the presentation for your reference. To download, visit here.
Topics: Inbound Marketing