Inbound Recruiting: the Candidate and Employee Experience
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Marketers have focused on the customer experience. It's time to focus on the employer brand. Without people, you don't have a product. Learn why the employer brand is so important and how to let your people and culture tell a real story that goes beyond the job.
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Inbound Recruiting: the Candidate and Employee Experience
- 1. #INBOUND17#INBOUND17 I N B O U N D R E C R U I T I N G Y O U R C A N D I D A T E A N D E M P L O Y E E E X P E R I E N C E Lane Sutton @LaneSutton
- 3. #INBOUND17 1. WHY 2. WHAT 3. HOW 4. ACTION ITEMS 5. Q&A AGENDA @LaneSutton
- 4. #INBOUND17 We’re at a marketing event. Let’s talk recruiting. Inbound works across the modern org, beyond marketing & sales. Marketing is to sales as marketing is to recruiting. @LaneSutton
- 5. #INBOUND17 People are your most important asset @LaneSutton
- 11. #INBOUND17 M A K E I T E A S Y T O A P P L Y @LaneSutton
- 12. #INBOUND17 • Glassdoor • Social media • Referrals & WOM OUTBOUND I NBOUND • Job ads • Job boards • Staffing agencies • Cold emails or InMail @LaneSutton You contact them They find you
- 14. #INBOUND17
- 15. #INBOUND17 1. Show graph 2. And why they leave REASONS CANDI DATES APPLY LinkedIn Talent Report, 2015 @LaneSutton
- 17. #INBOUND17 The story you want to tell Simon Sinek @LaneSutton
- 18. #INBOUND17 Let culture and your people tell the story. @LaneSutton
- 19. #INBOUND17 M Y M O M W O R K S A T G E
- 20. #INBOUND17 ”People will forget what you did, but people will never forget how you made them feel.” M A Y A A N G E L O U ^^ that’s brand + experience. @LaneSutton
- 21. #INBOUND17 Not just a job, it’s someone’s career. A career changes someone’s life. @LaneSutton
- 22. #INBOUND17 Your candidates = your consumers. 18% of rejected candidates were customers. 6% of applicants switched. Lost $5.5 million in revenue. @LaneSutton V I R G I N M E D I A , H R O S C A S E S T U D Y
- 24. #INBOUND17 Culture is why they come and why they stay. Happier employees spread to happier candidates and customers. @LaneSutton
- 27. #INBOUND17 It’s not just the millennials. It’s called adapting to the changing talent market. @LaneSutton
- 28. #INBOUND17 Future of work The gig economy Remote work Work anytime/anywhere Artificial intelligence Coworking spaces, less offices No meeting or email culture Less management: Holacracy
- 30. #INBOUND17 Job seekers are savvy They see through the fluff. They’re checking Glassdoor. @LaneSutton
- 31. #INBOUND17 75% L I N K E D I N of job seekers consider a company’s employer brand before applying. @LaneSutton
- 35. #INBOUND17 Recruiting Marketing Hire the best talent External Common business goal Passive to active Attract candidates Convert to hires Supports the entire company PEOPLE Attract prospects Convert to leads & customers Supports sales REVENUE @LaneSutton
- 36. #INBOUND17 Many brands. Differentiate. Masterbrand, corporate, or consumer brand Sub-brands or subsidiaries Product brand Employer brand @LaneSutton
- 37. #INBOUND17 ALIGNMENT Stay on Brand @LaneSutton Consumer & Employer Brand
- 42. #INBOUND17 • Need: a job • Checks job boards (Indeed)Awareness • Identifies companies of interest • Visits careers site & JDsConsideration • Researches company, Glassdoor reviews, and EB Interest • ATS + CRM ApplicationApply • Interview candidate • EmailsSelect • Offer Hire • Employee ambassadors • Strong culture & NPS • Referrals Retain Advocacy
- 43. #INBOUND17 • Quality of candidate • Source of candidate • Ultimately time to hire or cost per hire • Campaign KPIs • Social engagement • Careers site traffic • eNPS METRI CS @LaneSutton
- 44. #INBOUND17 PERSONAS Engineer Evan • 1-5 years of experience • Interests: engineering, UX, product management, CS Club • Channels: Medium, dev blogs, Stack Overflow, • Companies: SaaS • Motivations • Goals • Skills @LaneSutton
- 45. #INBOUND17 Mapping the candidate experience @LaneSutton
- 46. #INBOUND17 Spotlight your employees Candidates want real stories from real people. @LaneSutton
- 47. #INBOUND17 Personalize your messaging Don’t sound like a robot. @LaneSutton
- 49. #INBOUND17 Respond to reviews! You would on TripAdvisor, why not on Glassdoor? @LaneSutton
- 50. #INBOUND17 INGREDIENTS • Values, attitudes, and opinions • Culture • Personas • Content • Audience • Tech: ATS/CRM
- 51. #INBOUND17 • Define your culture, values, & EVP. • Know your personas. • Nurture your candidates, keep ‘em warm. • Align and meet with marketing regularly. Share resources. • Interview your employees and share their stories. Video • Go live on the right channels. Start organic & free. • Share useful and human content. • Respond to reviews. • Train your recruiters and hiring teams to build their brand & social. • Determine KPIs. Test and repeat. T H E H O W . Y O U R A C T I O N I T E M S @LaneSutton
- 52. #INBOUND17 • Employment Branding Forum group on Facebook where we geek out • #EBchat on Twitter • HR Open Source, HROS.co • Association of Talent Acquisition Professionals • Resonate podcast and “In the Pipeline” from Clinch • ERE and RecruitingDaily RESOURCES @LaneSutton
- 54. #INBOUND17#INBOUND17 T H A N K Y O U
Notes de l'éditeur
- This is my 5th INBOUND conference. That’s why it’s an honor to be speaking up here with my peers. Guess my first job? HubSpot! I got to be the voice of HubSpot on social media for a few months. Why I made the move from marketing into recruiting? Happened by accident. I saw the opportunity in HR to do something different. HR is 10 years behind. I’m a marketer by trade. I just happen to market for recruiting.
- Who here works in recruiting? How about marketing? How many of you have an employer brand? Answer is: you all do, just not formalized Raise your hand if you work in HR or recruiting? you’re all here because you care about hiring exceptional talent.
- People before product or process.
- What people think of HR. Let’s just say the reputation’s not the best.
- YIKES!
- HR is 10 years behind. Time we take action and bring the inbound movement to a dated function Follows the status quo, slow to adopt, hires the same people.
- The black hole No follow up after applying
- Job application, job description, interviews, email, phone call Your candidates are a referral source and may/may not tell friends to apply. Consider CandE from first touchpoint until the last or throughout their journey. Measure NPS!
- Most forget to retain.
- In boston: HubSpot, TripAdvisor, Wayfair, Cimpress, the local pillar companies In industry/tech: Google, the major social networks, vs. the startup Who would you choose? Same industry, same job, comparable comp. Different reasons. Stiff suit & tie HR runs in a silo and doesn’t really talk to marketing Turn passive candidates into active Recruiting is transactional, especially agencies HR gets a bad reputation… candidates don’t want to talk to recruiters Another InMail or spam sourcing email, really? Find #FightSpam FB group for a laugh. The war for talent is now more competitive than ever The Big 4 accounting firms Tech: the social networks and Google Boston: HubSpot, TripAdvisor, Wayfair, and Cimpress So what does it come down to? People & culture Opportunity Compensation, perks, and benefits ENTER the Employer Brand!
- My Mom Works at GE
- We focus on customer experience. What about candidate experience? HR treats some candidates like crap. What they don’t realize is that could mean losing a customer or referral. 18% of Virgin Media’s applicants were also customers and 6% who were rejected canceled their service. That cost them $5 million.
- Epic fail for United’s consumer brand. Impacts employer brand. People don’t want to work for a bad brand and airlines are tough as it is.
- Different for every company Culture is why they come and why they stay. HubSpot culture code on SlideShare A company’s personality, DNA, and feel of the people, work, environment, and fun Culture is NOT ping pong tables and nap rooms. Those are perks. Salesforce Ohana and volunteering/philanthropy culture
- This is not culture. These are perks. Perks are nice, but doesn’t make someone stay at a company. What it does is shows you are a fun, casual workplace. Candidates don’t dream of working for a company with ping pong tables. They dream of a company with purpose and making an impact.
- Hire employees who embody these values. Lovable brand, service first. Read the book Delivering Happiness by their CEO Tony Hsieh. Tried Holacracy. Parties around the office.
- No need to change your strategy to specifically meet millennials.
- Earned, owned, and paid media channels
- Most forget to retain.
- Candidates or leads
- Marketing meets with recruiting Recruiting does its own thing Who owns brand? Marketing so marketing should care! You want your customer experience to meet your candidate experience expectations and feel EB gone bad, rogue
- Don’t forget your internal. We focus on external so much. This is the retention piece.
- Candidate experience survey What touchpoints do they have?
- More than a testimonial. It’s something they can point to and proudly say “I Built This.” F2F interviews with employees from each department and level from intern up to C-level. Real stories,
- We’ve all gotten the “Hi firstname” mistake of personalizing emails or the blind sales email. Don’t be that recruiter. Read their profile briefly and craft something personal.
- 54% open rate, 11% click rate, new apps Goal: AWARENESS and testing a new channel General company update, news, hot jobs, fun/culture photos, and felt personal Sent via HubSpot!