To be present at university fairs, to position the company, its products, and selected employees in social media - is that not enough to become attractive and attract candidates? The digital age is changing the rules of the game and shifting market power towards candidates and high potentials in the market.
With inbound recruiting, you can be targeted by your potential employees on the Internet - via Google, in social media, and on business platforms such as LinkedIn and Xing. With Inbound Recruiting, you address well-informed, active candidates and, of course, digital natives. With the help of time- and location-relevant content, inbound marketing repeatedly focuses attention on your own company and positions your company as an expert in a specific field - thus creating closeness and trust.
The customer in inbound marketing is the equivalent to the candidate when it comes to inbound recruiting. Relevant content for this persona can be compiled from existing material. These can be, for example, the following:
Get in touch with other departments such as marketing and PR. Existing studies or company information provide you with a valuable basis for your content marketing.
Read more tips and tricks on the subject of content marketing.
In the attraction phase of the inbound recruiting method, the main task is to attract attention. Through classical personnel marketing activities off and online your own company can be positioned and gain relevance. Important channels in the online area are for example:
Dedicate yourself to topics that are relevant and forward-looking for your industry and target group. Position yourself as an expert and thought leader.
Stay where your potential candidate is. Also give insights here and present employees in order to become approachable.
Make your company tangible. Describe your culture, your vision and exactly how an application process works for you.
Define keywords that will be used during the job search. Use them in blogs and job ads to be found by search engines.
In the connection phase of the inbound recruiting method, the potential candidate already knows the company and the offers. The first interactions with the company take place in order to find out more and to better assess whether the offer is also interesting. Use these to find out valuable information about the candidate:
A phone call, email or social media message describes this type of direct contact.
Buttons such as "View job profile now", "Apply now" or similar will bring visitors closer to your company and the vacancy.
If no concrete job is interesting yet or there is uncertainty, newsletters, events and trade fairs can be used. Make sure that insights of the staff are recorded on site and included in the process.
The landing page describes in detail what an applicant expects and when he or she is considered suitable. Be creative and use pictures or videos to present the job.
In the engagement phase of the inbound recruiting method, it is critical that you use the previously gained insights. Personalize communication with the promising candidate and stand out from the crowd.
As a rule, recruiting events and career fairs belong in the portfolio of a personnel marketer. Invite your high potentials to fairs and events in order to convince them personally on site. You can also get to know new prospective customers directly on site and record their contact data via tablet with your inbound marketing software (e.g. HubSpot). Afterwards you can supply the new potential candidates with further information with personalized email campaigns and thus build up a more intensive relationship.
In America, a live chat on the career page has long been part of the good tone. The chat gives potential candidates the chance to get in touch with you directly via the web in order to clarify open questions quickly and easily. Here you can convince candidates all along the line through direct communication and provide them with additional information.
In contrast to general newsletters, these specific e-mails target the individual information needs of the candidates. Candidates with an interest in IT or HR can be motivated by other topics than candidates for functions such as marketing or sales. Design the Candidate Journey as individually as possible.
Automate individual processes. Send High Potential candidates an individualized and well-designed e-mail directly after their registration. This email should be direct and personal. Use the information already obtained via software and make a positive experience with your employer brand possible. Give the feeling that you care personally and directly about each prospective customer.
A new employee is hired and enriches your company. However, the inbound recruiting method does not end there. In the Delight Phase, these employees should continue to be enthusiastic about the company. This strengthens the commitment of the employee and ensures that a positive image is conveyed to the outside - and considerably increases employer attractiveness.
In the orientation and familiarisation phase, continuous support is important. Make sure that the new employee gets any questions answered. In this way, he or she will be able to connect quickly and develop his or her full potential.
Demonstrate to employees through regular and structured feedback how their performance is in line with what they want. Appreciate special efforts and work beyond the requirements and thus strengthen commitment.
In order to guarantee progress, targeted talent management through further training is essential. Tailor suitable offers and promote the skills of entire departments. External consultants can also support the increase in competence.
Bring teams, departments and the entire company together. Shared goals, shared beliefs and exchange strengthen cohesion and performance.
With a sophisticated inbound recruiting strategy you will establish yourself as a pioneer in HR. Already considered a major topic in marketing today, inbound HR is still a rarity. Any form of interaction with shared content is recorded and evaluated by marketing automation software. No matter whether a retweet on Twitter, a Facebook like or a comment under the technical article on Xing - all this information is clearly displayed on a dashboard. If you position your company on a topic and report regularly on it, passive candidates will also be and remain in contact with you - and thus take a valuable step forward.
The following steps must be observed before potential candidates can be approached:
We are happy to support you with the selection of the right marketing automation software, the development of an inbound recruiting strategy, and the implementation of a content marketing strategy.
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