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Summary: Instead of using the normal techniques of going out looking for a suitable candidate, inbound recruiting focuses on methods that attract suitable candidates to an organization.
Inbound Recruiting
Inbound recruiting refers to the use of inbound marketing techniques to recruit new staff to an organization. Instead of using the normal techniques of going out looking for a suitable candidate, inbound recruiting focuses on methods that attract suitable candidates to an organization. Also called inbound hiring, these strategies focus on building a corporate brand and providing valuable experiences for potential hires.
How does inbound recruiting differ from traditional recruiting methods?
Traditional recruitment has an outbound focus. Recruiters typically create job postings designed to be broadcast to the widest audience possible via job boards, Google searches, and many other means. The fundamental concept in outbound recruiting is that if a business can simply get its job posting out to enough people, the ideal candidate will appear.
Some outbound recruiting is more targeted, with recruiters actively going out and looking for superior candidates, even targeting people already employed by the competition in similar positions. However, this is still an outward focus with the company having to reach out to find candidates.
Inbound marketing techniques inform inbound recruiting. They focus on building the company’s brand to interest candidates as well as building lasting relationships with people, which may pull them into the company’s applicant pool in the future. With inbound recruiting, a company will try to promote itself and its values clearly so that applicants are drawn toward the company if their values are shared. Inbound also provides as much information as possible for job-seekers so they feel welcome, interact with the company, and are encouraged to look for jobs within it.
To show the contrast between these concepts, in outbound recruiting, candidates update their profiles and resumes to attract interest. With inbound recruiting, the company keeps its website and social media pages fresh and updated to attract applicants to it.
What are the main components of an effective inbound recruiting strategy?
Most inbound recruiting strategies follow the format of inbound marketing strategies and even use the same kind of terminology. They compare the end goal of sales with the goal of hires in recruiting. Most successful strategies use the Attract, Engage, and Delight model as follows:
Attract
The first step is to attract strangers and let them know about the company using techniques like:
- Blogs: Frequent blog posts help a company build its presence and voice online. This content attracts applicants who are interested in subjects relevant to the company and
- Videos: Videos that show current staff talking about their jobs and even demonstrating a “day in the life” of employees can let potential applicants know what to expect when working with an employer.
- Social media presence: Social platforms give companies the opportunity to present their values and focus to potential applicants. Different platforms are more effective for reaching different cohorts, so most companies use multi-channel strategies to attract different applicant profiles.
- Search engine optimization (SEO) and keywords: Choosing specific keywords helps a company’s online material target specific cohorts. SEO improves the quality and relevance of content to ensure it reaches these targeted groups.
Engage
Converting visitors into potential leads is a major component of inbound marketing and involves engaging people using such tools as:
- Targeted emails: Emails giving information about the company’s actions and values, rather than products, can be directed to potential employees.
- Live chat opportunities: Offering the opportunity to chat about the employer can help potential candidates learn about what a company stands for. It can let these contacts ask specific questions and learn how they might fit into the company’s team and corporate culture.
- Events: Events like job fairs and presentations help a company put its brand forward to people who might be interested in becoming employees. They can give in-depth opportunities for discussion and interaction with current staff who can provide an accurate picture of the real employee experience.
Delight
Keeping current staff happy so they’ll support and recommend the employer is an integral part of a comprehensive inbound marketing strategy. This can involve:
- Reviews: Successfully recruited employees can be the best source of information for potential candidates. Encouraging them to post reviews of the company can legitimize the company’s online presence and build a strong reputation as an employer.
- Surveys: Asking for feedback from new hires can help to streamline and improve the recruitment process. This also gives employees a voice and lets them feel valued, which can increase their loyalty and help them become promoters of the company.
