Using Inbound Marketing to Source Interview and Hire Talent

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Using Inbound to Source, Interview and Hire TalentLearn how to leverage the inbound methodology to find new employeesPatrick Biddiscombe

CEO, New Breed@pbiddiscombe

① Introduction to prescriptive growth② About New Breed③ Traditional recruiting is dead④ Creating a talent acquisition funnel⑤ Applicant persona development⑥ Creating a culture code⑦ Inbound recruitment process⑧ Takeaways

AGENDA

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Introduction

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GROWTH.Need to adopt a prescriptive growth model–based on how fast you want to grow, you can pinpoint when you need to hire.

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Two funnels you need to fillLeads Candidate

leads

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Two funnels you need to fill

Generate as many leads as

possible to meet revenue

goals.

Leads Candidate leads

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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

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2 About New Breed

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52Launched websites on the HubSpot COS in 2014

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Our team has grown exponentially!• 18 new hires• 20 intern hires• 32 full-time

employees

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We have 6 interns currently!

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Located in Burlington, VTNamed one of the 10 most innovative tech hubs in the US by Forbes magazine.

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We live in a hub of exceptional colleges

Designer and

Developers

Copywriters

Analytics and Sales

individuals

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3 Traditional recruiting is dead

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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

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But these methods don’t work anymore

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Great people never need to apply for a job.Finding great salespeople requires a passive recruiting strategy.-Mark Roberge

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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

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Passive recruiting

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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

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Inbound recruiting

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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

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Social recruiting

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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

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4 Creating a talent acquisition funnel

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Growing your team can be tough.We all have talent acquisition growing pains but the inbound methodology can help scale your team.

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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

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5 Applicant persona development

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Applicant persona creationAs you do for customer acquisition, you must create a persona geared toward your ideal employee.

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Ways to Score Candidates

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Get to know you.Applicants should be able to articulate what the company does.

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Be social with you.Applicants should follow the company across social media channels, attending events, participate in the same conversation.

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Fit culture code.Applicants should read the culture code prior to the interview and should be able to ask questions about it.

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Know your industry.Applicants should be well-versed (or at least familiar) with the industry or industries the company works within.

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Challenge you.Companies like to see applicants ask hard-hitting and specific questions back to the interviewer.

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6 Creating a culture code

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• 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…

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① Be insanely driven to unify marketing + sales② Innovate, educate & empower others③ Question things & drive positive change④ Embrace transparency, honesty & selflessness⑤ Get sh*t done⑥ Turn metrics into action⑦ Be awesome

New Breed Culture Code

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But what if an employee doesn’t align with your culture code?

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But what if an employee doesn’t align with your culture code?

Fire them

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7 Inbound recruitment process

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① Top of the funnel: Recruitment sources② Middle of the funnel: Form strategy③ Bottom of the funnel: Interview process④ New hire onboarding

Inbound recruitment process

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Always be recruiting.

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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:

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If your dream hire was on your website, would you know?

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What if there was a way to engage potential hires and learn more about them before they even applied?

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Top of the funnel

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• Employee referrals• Local colleges and universities• Internships• HUG events focused on recruitment• Top local tech companies (#Poaching)• Hackathons

Recruitment sources

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Assign a recruiting championThis person needs to exhibit exceptional sales skills

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Middle of the funnel

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Form strategy• Collect their resume• Screen ahead of time• Review level of due diligence

(Digital Body Language)• Look at their digital presence

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QualificationHow do you qualify an applicant?

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Pay attention to digital body languageAre they visiting the website? Connecting on social media? What are the looking at on the site?

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NurtureHow do you nurture an applicant further down the talent acquisition funnel?

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Utilize email communicationsLeverage emails to nurture applicants by directing the to your blog.

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Bottom of the funnel

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Interview process• 3 rounds of interviews• 1 culture-focused

interview• Non-leadership

interviews• Group dinner interview

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Recruiting-focused content offers• Why we choose New

Breed• What to expect on your

first day• Take a look at our office

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Inbound Recruiting Example

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Inbound recruiting exampleThanks for requesting the New Breed Culture Code

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Inbound recruiting example

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Inbound recruiting exampleThanks for requesting the New Breed Culture Code

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Inbound recruiting example

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• 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

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8 Key takeaways

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• 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…

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Panel Discussion: Room 10811:45 AM – 12:30 PM

Tara RobertsonVP Marketing & Creative

ServicesTSL Marketing

Lisa McDermottVP Sales & Marketing

Stratus Interactive

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Thank you!