Deploy a Digital Recruiting Strategy on a Startup Budget
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The document outlines modern digital recruiting strategies focusing on inbound and outbound methodologies, highlighting the importance of understanding candidate personas. It emphasizes the use of digital platforms, community engagement, and creative messaging to attract and nurture talent effectively. Additionally, it presents case studies demonstrating innovative hiring techniques and the impact of marketing partnerships in recruitment.
Deploy a Digital Recruiting Strategy on a Startup Budget
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- 3. 3 What’s on Deck? The digital landscape The digital candidate Inbound vs outbound communication Methodology Inbound examples Outbound examples Questions Resources
- 4. 4 The Digital Recruiting Landscape THEN (5-10 years ago) NOW CAREERSJOB BOARD • Recruiting is one of the most difficult challenges companies face. • We’re nearing 100% digital (unless compliance issues) • Candidates may know more about you than you, them. • Social Media/Network Options galore IT’S DAUNTING & NOISEY! LET’S SOLVE FOR THAT.
- 5. 5 THE DIGITAL CANDIDATE • Who are they? • How do they behave? • Why do they make a decision? • Having any challenges?
- 6. 6 S AL LY Jr Marketing Persona I have had one job since graduating college, am still here after 1.5 years. I’d like a role and company where I feel good about the mission I support. I learn quickly and would like my next role to be with smart and friendly people. Oh, I must be able to advance quickly if I work hard. I have a resume, but only target companies I’m interested in. I need an 8K increase to change jobs. I don’t have a Twitter account and rarely look at LinkedIn. I mostly use Snapchat and Instagram. J O E DevOps Engineer Persona I mostly hang out at home with my computer; it’s fun for me. I am learning new languages like Chef, Hadoop, etc to keep my skills fresh. I’ve been playing with computers since age 11. I’m obsessed with scaling huge infrastructure systems. I’m happy as long as I’m challenged and don’t have a dumb manager. Oh, and I do NOT get on LinkedIn, nor do I like recruiters – especially when they call me at work. I will do my best to hide from all recruiters and either follow past leaders or see who is solving tough problems on HackerNews or Github. KEY MOTIVATORS Challenge, Social Impact, Flexibility, Money, Career Growth, Colleagues KEY MOTIVATORS Interesting Problems, Engineering Leadership, Individual Impact, Learning, Flexibility, Money The Candidate Persona
- 7. 7 RECRUITING FUNNEL Attract Post research, use the candidate persona to attract, meaningfully. Convert Engage Capture Attract Nurture Engage Keep their sight set on you by giving them something they want. Capture Get their info and make it simple. Nurture Continue communication, conversation so they remain engaged CONVERT Make them yours.
- 8. 8 OVERALL METHODOLGY Applied to inbound & outbound recruiting. INNOVATE BASED ON FINDINGS EXECUTE A/B TEST RESEARCH & PERSONA BUILD PIVOT AS NEEDED MEASURE IMPACT
- 9. 9Keep It Simple with a 60 / 40 Rule When budget is tight, this rule is right. Even when it’s not tight. INBOUND OUTBOUND 60% 40%
- 10. 10 THE IMPACT MATRIX How do you decide what to do with all the options? Let’s find out.
- 11. 11 47% of company recruiting departments are forging strong ties and partnering with marketing. – LinkedIn Survey
- 12. 12 Inbound Assets • Specialty sites • Careers page (30 second apply) • Job descriptions • Community Sites (Reddit, Quora, Slack) • Blog • Social media • Social Listening • Organic SEO • Backlinks • Email campaigns • Video • Webinars/online events • Podcasts • Community / marketing campaign • White papers • Influencers/influencer demo/blog • Live link on careers page • Infographics / Visual Content • Candidate Resources
- 13. 13Community Cultivation Lead CommunityCandidate THIS IS A BIG ONE Multiple platform tested - Channels developed: content strategy creation after learning about our audience via Practitioner Summit, social media, developer interaction, in-house advisory roles in-house and gained major influencer support. - Continually overachieve KPI’s > 173%/month - Constant cycle of community > hires or if they don’t fit, back into the community as active members Outcome: Created a 10,792 member developer community in 8 months. Team fully staffed. Total Cost: $7895.00
- 14. 14 Try Something New: Bland to Visual • Inputs: Video + Job Description <200 Words • Tools Used: Fiverr.com, Career site, Youtube, ATS • Outcome: 5 Sales Reps hired in 20 days Cost: $75.00 JOB DESCRIPTION: Millward Brown/Compete has an energetic and supportive biz dev team. As a bonus, we enjoy providing honest feedback PLUS give you insight into the good, bad, and ugly (say what?)! Uncapped $$, constant training, and no one barking at you to make 50 calls a day to hit quota (since we’re all adults). Looking forward to chatting. Compete.com/careers
- 15. 15 AN APP MEETS TWITTER THINK OUTSIDE THE BOX • Inputs: 10 second video posted on Twitter w/best hashtags to bring candidates to us. • Platforms Used: Twitter, GifX, Tagboard Outcome: Hired perfect person in 6 days with over 2500 views on YouTube. Total Cost for hire: $3.99
- 16. 16THROW SOME HACKATHONS Inputs: Microsite, Email campaigns, Event Platforms Used: Organic SEO, Email, Media coverage Outcome: Hired 18 Engineers in 4 months Cost for all hires: $499.00
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- 18. 18 Outbound Components • Direct sourcing • Calling direct • Candidate ambassadors • InMails • Email campaigns with no customization • Shout out to #FightSpam • Messaging for all the ^ above There is no perfect formula for the perfect email. Authentic and honest messaging works.
- 19. 19GET CREATIVE WITH YOUR MESSAGING CANDIDATE INFORMATION GUIDE CREATE PERSONALIZED VIDEOS It’s about them, not you. Give them what they want! No pic needed – use authentic messaging!
- 20. 20 Inputs: Microsite, Email campaigns, Event Platforms Used: Splashthat, Video, Angelist, Streak Outcome: Hired 16 Data Analysts that week. Cost for all hires: $225.00 Dear Ms. Burns, …..I’ve never felt so welcome at a company and before coming to XYZ, I was intimidated to interview with any company. You made it so easy by letting us meet the team first. Regardless of the outcome, I will never forget my experience with XYZ. I hope to work with XYZ, but I am happy to now know exactly what type of people I want to work with and feel much more confident about any choices I make. Thank you for setting me up with my “non-interview”. Sincerely, Candidate who joined 6/1/15 Outbound Events. Do it!
- 21. 21 QUESTIONS? Keep In Touch! Happy to share info, text, Gchat, Skype, Facebook, Snapchat…. You get the point! Icons take you to my online persona . Email: [email protected] Cell: 919.649.8756 Skype: marieburns2011
- 22. 22RESOURCES HUBSPOT MARKETING SPREADSHEETS BUILTVISION STRATEGY HELPER v3
Editor's Notes
- #6: After received digital application, candidates expect 48 response turnaround. Asking audience questions here. Keep cases handy in case.
- #8: Who has an inbound campaign?
- #10: Inbound / Outbound Definitions
- #16: https://tagboard.com/
- #18: We can’t forget about OUTBOUND!