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When Recruiting Met Marketing: Inbound Recruiting


Today, there is no doubt that talent is scarce and companies that need to acquire and hire it must compete in a new, changing ambience with new global talent networks and new technological trends. According to Deloitte's latest report on the World Human Capital Trends 2017, attracting the best talent is still one of the key issues and concerns for managers and organizations worldwide.

Recruitment methodologies used so far by many companies are based on publishing vacancies in different employment portals or through professional RRSS. However they do so, without having any prior contact with potential candidates, and above of all, without knowing if they will be the right ones for the vacancy. Such recruitment methodologies can often result in a waste of resources and time when the recruitment process doesn’t lead to actual hires for these vacancies.

This implies that talent recruitment, acquisition and access methods used so far are no longer as effective; HR professionals have to incorporate new techniques and approaches to attract the best talent. Under such circumstances, there’s been lots of buzz around a new trend emerging in the recruitment field called “inbound recruiting”.

The roots of this new methodology come from a marketing technique called inbound marketing (attract potential clients through valuable content in a non-intrusive manner). A good definition for this new concept applied to the HR field could be based on the adaptation of the one coined by the company, Hubspot, an expert in Inbound Marketing: "Inbound Recruiting is a technique that tries to create an exceptional candidate experience by conflating content strategies and marketing to help companies strengthen their employer brands and to interact with the best talent. By applying the inbound marketing technique to recruitment, organizations can connect with both active and non-active jobseekers, engage with them, and use their recruitment processes to deliver a unique experience."

Inbound recruiting disseminates the corporate image of companies through online marketing and social networking tools, such as: blogs, infographics, ebooks and videos among others. This way, potential candidates become aware of the company’s mission, vision, values and way of working among other issues. What’s the purpose? So that potential candidates have the company on “top of their mind” and desire to be part of it naturally, without pressure or intrusion. This is one way to attract talent to the companies.

Just as inbound marketing establishes different stages of the user's buying process; inbound recruiting defines four phases for recruiting a candidate.

The 4 phases to capture the perfect candidate are:

Phase 1: Attraction of traffic to our corporate website and in particular to our job portal describing our vacancies. To increase this traffic, it’s essential to use strategies, such as: employer branding, generation of valuable content, use of social networks, and multichannel broadcasting. We strive to present our corporate culture, develop our value proposition, and disseminate it to position ourselves as an attractive and inspiring company that favours the candidate’s professional development.

Phase 2: Conversion of traffic into potential candidates. This will be achieved through, among others, publishing compellingly written job offers with a full description for the position, arguments to convince candidates as to why they should participate in the recruitment process, the company benefits, prerequisites, etc. It will also be extremely important that the information required is as simple as possible. It is also vital that the corporate website, forms and job sites comply with the requirement for mobile responsiveness, i.e. content display is adapted to different mobile devices.

Phase 3: Hiring candidates that we have managed to attract must be done quickly and effectively. This stage is crucial. We must maintain constant communication with the candidate to avoid him or her applying to other open processes in the market. We must also have an HR technology solution to walk us throughout the process.

Phase 4: In this last stage we will try to entice candidates or earn their loyalty. If all previous phases worked out well and the potential candidates had a good experience throughout the entire recruitment process, then these candidates will become influencers for our company, recommending us to other potential new candidates. To achieve this, we can implement surveys, employee referral programmes.

The way candidates relate to companies and new technologies have been displacing traditional recruitment methods. So then, will this new trend be the key to finding the best talent?

Development Plans Meta4

Editorial HR

Meta4, with 1,300 customers in 100 countries, manages more than 18 million people worldwide. The company’s R&D&I center located in Spain (Madrid) develops HR applications capable of meeting local and global needs of all types of organizations. The editorial team is made up of professionals with over 15 years of experience in the HR technology field.

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