HR Marketing and Inbound recruiting

Do you spend all your time contacting candidates in order to qualify them and propose an interview ? Has your recruitment been done in the same way since the 90sn? At this point, you’re probably feeling disenchanted with the process. It’s time to consider RH marketing and Inbound recruitment !

Imagine having a position to fill and simply looking through your pile of available candidates; it would probably make your job much easier ! You could then spend more time retaining your current employees rather than continuously searching for new ones.

Does this seem too good to be true ? Your marketing and sales colleagues are probably already doing it…

A Tried-and-True strategy

In sales, you can find a list of potential clients with interesting criteria for your enterprise and call them one after another to sell your product or service to them. In many cases, your potential client isn’t in the research process at all and will not be receptive to your offer.

Ideally, we should be able to know who, within your list, is currently in the research process. A more intelligent strategy is necessary, and this is why Inbound Marketing came to be. The goal is to identify candidates who are in the research process in order to target them and significantly increase your chances of success.

Using your skills for human resources

The skills learned for sales and marketing can also be used for recruitment. The principles of Inbound HR are based on the learning acquired through Inbound marketing with a few term modifications. Potential clients become potential candidates and the brand image becomes the employer brand… Rather than educating your visitors on the problems that your offer can help them resolve, they need to be educated on the discomfort they are feeling in their current situation with their employer.

Inbound HR : How to get there

The right quantity of relevant content

Have a good content strategy that allows you to position yourself on important keywords. Don’t be afraid to ask your colleagues to participate in your recruitment blog ; they are your best ambassadors. Dedicate one of your social media platforms (or certain posts) to showcasing your employer brand.

A strong employer brand

Build an employer brand that your employees can be proud of. They will promote it for you if you give them occasions or events that they can share on their own social media platforms. You employer brand must be felt in everything that you do. You can’t tell candidates that expertise is a key value of your enterprise and not offer them the opportunity to improve their skills once they are employees. This practice will create cognitive dissonance (like buyer’s remorse) and will make them question their decision to come and work for your enterprise. It is always better to exceed expectations (like in sales) if you want to create employees who are satisfied with their choices.

An adapted conversion strategy

The personalization of your content is crucial because you are probably recruiting for different positions. The more relevant your content is for the reader, the more interested they will be by your offer. The process to go through in order to apply to be a programmer must be different than the process to apply to be a vice-president. They have different motivations and are probably looking for different benefits in a job.

Performant tools

Having the best tools will allow you to stand out and achieve maximum results. Whether it is for your blog, landing pages, newsletter, forms, or following up on your calls to action, make sure that your tools aren’t making the task more difficult for you. Tools that are too complicated are often one of the reasons that strategies aren’t executed properly. Your tools have to work together and provide useful statistics to help you improve.

Follow-up

It is crucial to continuously optimize what we are doing in Inbound HR as it is impossible to know everything from the start. As you progress, you will get to know each of your personas better, what motivates them, and how to talk to them. Don’t hesitate to revise your content, forms, and any other part of the process.