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INBOUND15
Using Inbound to Source,
Interview and Hire Talent
Learn how to leverage the inbound
methodology to find new emp...
① Introduction to prescriptive growth
② About New Breed
③ Traditional recruiting is dead
④ Creating a talent acquisition f...
INBOUND15
Introduction
INBOUND15
GROWTH.
Need to adopt a prescriptive growth
model–based on how fast you want
to grow, you can pinpoint when you
...
INBOUND15
Two funnels you need to fill
Leads Candidate leads
INBOUND15
Two funnels you need to fill
Generate as
many leads as
possible to meet
revenue goals.
Leads Candidate leads
INBOUND15
Two funnels you need to fill
Generate as
many leads as
possible to meet
revenue goals.
Generate the
best talent ...
INBOUND15
2 About New Breed
INBOUND15
52
Launched websites on the
HubSpot COS in 2014
INBOUND15
Our team has grown
exponentially!
• 18 new hires
• 20 intern hires
• 32 full-time
employees
INBOUND15
We have 6 interns currently!
INBOUND15
Located in
Burlington, VT
Named one of the 10
most innovative tech
hubs in the US by
Forbes magazine.
INBOUND15
We live in a hub of exceptional colleges
Designer
and
Developers
Copywriters Analytics and
Sales
individuals
INBOUND15
3 Traditional recruiting is
dead
INBOUND15
Over time, it has become less and less effective to invest time and resources into
traditional methods of recrui...
INBOUND15
But these methods
don’t work anymore
INBOUND15
Great people never
need to apply for a job.
Finding great salespeople requires a
passive recruiting strategy.
-M...
INBOUND15
Rather, there are new and effective methods to recruit top talent to your company:
• Passive recruiting
• Inboun...
INBOUND15
Passive recruiting
INBOUND15
Say one of your close friends has some type of relationship, have it be personal or
professional, with someone w...
INBOUND15
Inbound recruiting
INBOUND15
The process of helping potential new hires find your company often before they are even
looking to make a job ch...
INBOUND15
Social recruiting
INBOUND15
Leveraging social media channels such as, Twitter, Facebook and LinkedIn to:
• Identify potential new hires
• Le...
INBOUND15
4 Creating a talent
acquisition funnel
INBOUND15
Growing your team
can be tough.
We all have talent acquisition
growing pains but the inbound
methodology can hel...
INBOUND15
Build out your funnel for new hires
and interns, and most importantly
always keep your funnel full.
Leverage you...
INBOUND15
5 Applicant persona
development
INBOUND15
Applicant persona
creation
As you do for customer
acquisition, you must
create a persona geared
toward your idea...
INBOUND15
Ways to Score Candidates
INBOUND15
Get to know you.
Applicants should be able to
articulate what the company does.
INBOUND15
Be social with you.
Applicants should follow the
company across social media
channels, attending events,
partici...
INBOUND15
Fit culture code.
Applicants should read the culture
code prior to the interview and
should be able to ask quest...
INBOUND15
Know your industry.
Applicants should be well-versed (or
at least familiar) with the industry or
industries the ...
INBOUND15
Challenge you.
Companies like to see applicants
ask hard-hitting and specific
questions back to the interviewer.
INBOUND15
6 Creating a culture code
INBOUND15
• Define what it means to be Z, Y, and X at your organization
• Define what makes your organization unique from ...
INBOUND15
① Be insanely driven to unify marketing + sales
② Innovate, educate & empower others
③ Question things & drive p...
INBOUND15
But what if an employee doesn’t align with
your culture code?
INBOUND15
But what if an employee doesn’t align with
your culture code?
Fire them
INBOUND15
7 Inbound recruitment
process
INBOUND15
① Top of the funnel: Recruitment sources
② Middle of the funnel: Form strategy
③ Bottom of the funnel: Interview...
INBOUND15
Always be
recruiting.
INBOUND15
The process of helping potential new hires find your company often before they
are even looking to make a job ch...
#INBOUND15
If your dream
hire was on your
website, would
you know?
#INBOUND15
What if there was a
way to engage
potential hires and
learn more about
them before they
even applied?
INBOUND15
Top of the funnel
INBOUND15
• Employee referrals
• Local colleges and universities
• Internships
• HUG events focused on recruitment
• Top l...
INBOUND15
Assign a recruiting
champion
This person needs to
exhibit exceptional sales
skills
INBOUND15
Middle of the funnel
INBOUND15
Form strategy
• Collect their resume
• Screen ahead of time
• Review level of due
diligence (Digital Body
Langua...
INBOUND15
Qualification
How do you qualify an applicant?
INBOUND15
Pay attention to
digital body language
Are they visiting the
website? Connecting on
social media? What are
the l...
INBOUND15
Nurture
How do you nurture an applicant
further down the talent acquisition
funnel?
INBOUND15
Utilize email
communications
Leverage emails to
nurture applicants by
directing the to your
blog.
INBOUND15
Bottom of the funnel
INBOUND15
Interview process
• 3 rounds of interviews
• 1 culture-focused
interview
• Non-leadership
interviews
• Group din...
INBOUND15
Recruiting-focused
content offers
• Why we choose New
Breed
• What to expect on your
first day
• Take a look at ...
INBOUND15
Inbound Recruiting Example
INBOUND15
Inbound recruiting example
Thanks for requesting the New Breed Culture Code
INBOUND15
Inbound recruiting example
INBOUND15
Inbound recruiting example
Thanks for requesting the New Breed Culture Code
INBOUND15
Inbound recruiting example
INBOUND15
• Certifications before the start date
• Start of 1-on-1s right away
• SMART goal setting and BHAGs (Big Hairy A...
INBOUND15
8 Key takeaways
INBOUND15
• Leverage inbound recruiting
• Get creative to find talent
• Develop a candidate persona
• Develop a culture co...
INBOUND15
Panel Discussion: Room 108
11:45 AM – 12:30 PM
Tara Robertson
VP Marketing & Creative Services
TSL Marketing
Lis...
INBOUND15
Thank you!
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Using Inbound Marketing to Source Interview and Hire Talent

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Learn how to leverage the inbound methodology to find new employees. A presentation from New Breed Marketing CEO Patrick Biddiscombe, given at HubSpot's #INBOUND15 conference.

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Using Inbound Marketing to Source Interview and Hire Talent

  1. 1. INBOUND15 Using Inbound to Source, Interview and Hire Talent Learn how to leverage the inbound methodology to find new employees Patrick Biddiscombe CEO, New Breed @pbiddiscombe
  2. 2. ① Introduction to prescriptive growth ② About New Breed ③ Traditional recruiting is dead ④ Creating a talent acquisition funnel ⑤ Applicant persona development ⑥ Creating a culture code ⑦ Inbound recruitment process ⑧ Takeaways AGENDA
  3. 3. INBOUND15 Introduction
  4. 4. INBOUND15 GROWTH. Need to adopt a prescriptive growth model–based on how fast you want to grow, you can pinpoint when you need to hire.
  5. 5. INBOUND15 Two funnels you need to fill Leads Candidate leads
  6. 6. INBOUND15 Two funnels you need to fill Generate as many leads as possible to meet revenue goals. Leads Candidate leads
  7. 7. INBOUND15 Two funnels you need to fill Generate as many leads as possible to meet revenue goals. Generate the best talent to help build business and deliver Leads Candidate leads
  8. 8. INBOUND15 2 About New Breed
  9. 9. INBOUND15 52 Launched websites on the HubSpot COS in 2014
  10. 10. INBOUND15 Our team has grown exponentially! • 18 new hires • 20 intern hires • 32 full-time employees
  11. 11. INBOUND15 We have 6 interns currently!
  12. 12. INBOUND15 Located in Burlington, VT Named one of the 10 most innovative tech hubs in the US by Forbes magazine.
  13. 13. INBOUND15 We live in a hub of exceptional colleges Designer and Developers Copywriters Analytics and Sales individuals
  14. 14. INBOUND15 3 Traditional recruiting is dead
  15. 15. INBOUND15 Over time, it has become less and less effective to invest time and resources into traditional methods of recruiting, such as: • Newspaper ads • Recruiting agencies • Job boards • Word-of-mouth/referrals The recruiting process has drastically changed
  16. 16. INBOUND15 But these methods don’t work anymore
  17. 17. INBOUND15 Great people never need to apply for a job. Finding great salespeople requires a passive recruiting strategy. -Mark Roberge
  18. 18. INBOUND15 Rather, there are new and effective methods to recruit top talent to your company: • Passive recruiting • Inbound recruiting • Social recruiting The reThe recruiting process has drastically changed
  19. 19. INBOUND15 Passive recruiting
  20. 20. INBOUND15 Say one of your close friends has some type of relationship, have it be personal or professional, with someone who seems to be a great fit for your company. You work with your friend to connect you with this prospective employee. Over time, you slowly (and passively) build a relationship, that can later be leveraged to recruit that person to your company. Passive recruiting
  21. 21. INBOUND15 Inbound recruiting
  22. 22. INBOUND15 The process of helping potential new hires find your company often before they are even looking to make a job change decision and then turning that early awareness into brand preference and ultimately, into new hires. Inbound recruiting
  23. 23. INBOUND15 Social recruiting
  24. 24. INBOUND15 Leveraging social media channels such as, Twitter, Facebook and LinkedIn to: • Identify potential new hires • Learn more about applicants • Nurture them further from the application process • Target (or retarget) using paid advertising options • Have conversations with potential new hires Social recruiting
  25. 25. INBOUND15 4 Creating a talent acquisition funnel
  26. 26. INBOUND15 Growing your team can be tough. We all have talent acquisition growing pains but the inbound methodology can help scale your team.
  27. 27. INBOUND15 Build out your funnel for new hires and interns, and most importantly always keep your funnel full. Leverage your inbound process to grow your team
  28. 28. INBOUND15 5 Applicant persona development
  29. 29. INBOUND15 Applicant persona creation As you do for customer acquisition, you must create a persona geared toward your ideal employee.
  30. 30. INBOUND15 Ways to Score Candidates
  31. 31. INBOUND15 Get to know you. Applicants should be able to articulate what the company does.
  32. 32. INBOUND15 Be social with you. Applicants should follow the company across social media channels, attending events, participate in the same conversation.
  33. 33. INBOUND15 Fit culture code. Applicants should read the culture code prior to the interview and should be able to ask questions about it.
  34. 34. INBOUND15 Know your industry. Applicants should be well-versed (or at least familiar) with the industry or industries the company works within.
  35. 35. INBOUND15 Challenge you. Companies like to see applicants ask hard-hitting and specific questions back to the interviewer.
  36. 36. INBOUND15 6 Creating a culture code
  37. 37. INBOUND15 • Define what it means to be Z, Y, and X at your organization • Define what makes your organization unique from others • Define the characteristics that you want every single employee to embody A culture code can help you…
  38. 38. INBOUND15 ① Be insanely driven to unify marketing + sales ② Innovate, educate & empower others ③ Question things & drive positive change ④ Embrace transparency, honesty & selflessness ⑤ Get sh*t done ⑥ Turn metrics into action ⑦ Be awesome New Breed Culture Code
  39. 39. INBOUND15 But what if an employee doesn’t align with your culture code?
  40. 40. INBOUND15 But what if an employee doesn’t align with your culture code? Fire them
  41. 41. INBOUND15 7 Inbound recruitment process
  42. 42. INBOUND15 ① Top of the funnel: Recruitment sources ② Middle of the funnel: Form strategy ③ Bottom of the funnel: Interview process ④ New hire onboarding Inbound recruitment process
  43. 43. INBOUND15 Always be recruiting.
  44. 44. INBOUND15 The process of helping potential new hires find your company often before they are even looking to make a job change decision and then turning that early awareness into brand preference and ultimately, into new hires. Inbound recruiting revisited:
  45. 45. #INBOUND15 If your dream hire was on your website, would you know?
  46. 46. #INBOUND15 What if there was a way to engage potential hires and learn more about them before they even applied?
  47. 47. INBOUND15 Top of the funnel
  48. 48. INBOUND15 • Employee referrals • Local colleges and universities • Internships • HUG events focused on recruitment • Top local tech companies (#Poaching) • Hackathons Recruitment sources
  49. 49. INBOUND15 Assign a recruiting champion This person needs to exhibit exceptional sales skills
  50. 50. INBOUND15 Middle of the funnel
  51. 51. INBOUND15 Form strategy • Collect their resume • Screen ahead of time • Review level of due diligence (Digital Body Language) • Look at their digital presence
  52. 52. INBOUND15 Qualification How do you qualify an applicant?
  53. 53. INBOUND15 Pay attention to digital body language Are they visiting the website? Connecting on social media? What are the looking at on the site?
  54. 54. INBOUND15 Nurture How do you nurture an applicant further down the talent acquisition funnel?
  55. 55. INBOUND15 Utilize email communications Leverage emails to nurture applicants by directing the to your blog.
  56. 56. INBOUND15 Bottom of the funnel
  57. 57. INBOUND15 Interview process • 3 rounds of interviews • 1 culture-focused interview • Non-leadership interviews • Group dinner interview
  58. 58. INBOUND15 Recruiting-focused content offers • Why we choose New Breed • What to expect on your first day • Take a look at our office
  59. 59. INBOUND15 Inbound Recruiting Example
  60. 60. INBOUND15 Inbound recruiting example Thanks for requesting the New Breed Culture Code
  61. 61. INBOUND15 Inbound recruiting example
  62. 62. INBOUND15 Inbound recruiting example Thanks for requesting the New Breed Culture Code
  63. 63. INBOUND15 Inbound recruiting example
  64. 64. INBOUND15 • Certifications before the start date • Start of 1-on-1s right away • SMART goal setting and BHAGs (Big Hairy Audacious Goals) • Training plan past HubSpot’s • Prepared to be an evangelist New hire onboarding
  65. 65. INBOUND15 8 Key takeaways
  66. 66. INBOUND15 • Leverage inbound recruiting • Get creative to find talent • Develop a candidate persona • Develop a culture code (not a quick win, but totally worth it) • Create an application landing page/form & nurturing process • Create an application workflow and route to HR • Have an onboarding plan Remember to…
  67. 67. INBOUND15 Panel Discussion: Room 108 11:45 AM – 12:30 PM Tara Robertson VP Marketing & Creative Services TSL Marketing Lisa McDermott VP Sales & Marketing Stratus Interactive
  68. 68. INBOUND15 Thank you!

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