As recruiters, we always try to think long-term. We work hard to nurture a candidate pipeline and hope that those who make it through the hiring process will stay the course. But while a solid pool of candidates to draw from is essential, sourcing those candidates can be time-consuming. What we need is a way to make candidates come to us, and that’s where inbound recruitment comes into play.
The death of the jobs board
Does anyone even visit jobs boards anymore?
Okay perhaps things aren’t that bad, but there’s some truth to the assertion that the traditional jobs board is dead in the water. These days, if someone wants a change of workplace scenery, all it takes is a slight LinkedIn profile edit before the recruiters come calling.
So as you can imagine, no longer is it acceptable to place an ad on a jobs board and wait for it to start raining high-quality candidates. With the best talent often found among passive candidates, it just doesn’t work that way. In fact, following this practice alone could see you ‘burn out’ your resume screening software with the masses of unqualified candidates that needlessly apply.
Add to that the fact that only 14% of candidates hired through jobs boards stay for three or more years and you can see where we’re going with this.
While the traditional ‘post a job and wait’ method still may result in a quality find, it lost its place as the most effective recruitment practice quite some time ago. The short game that is reactive recruitment has been shelved with a long-term proactive approach taking its place.
And its star player is inbound recruitment.
But why inbound?
Outbound recruitment will always play a critical role in how we recruit and when done right can uncover the perfect candidate, but it’s not enough to focus on this method alone.
Ideally, you want your candidates to know about the brand before there’s a role available. You want them to want to work for you before you even speak to them and that’s where inbound recruitment shows its true value.
Much like inbound marketing where a company creates a positive brand image through its content marketing efforts, inbound recruitment looks to do the same.
By employing inbound recruitment strategies to inform, educate, and interact with passive candidates, a company can build a substantial candidate pool within its audience and followers for very little investment.
As we said, it’s a more long-term approach than traditional methods, but if carried out consistently, one that has the power to eliminate candidate shortages and dramatically accelerate a company’s time to hire.
The key aspects of inbound recruitment
Is it just a case of ‘create the content and they will come?’
There’s a little more to inbound recruitment than churning out articles, videos, and social media posts ad nauseam. But if you check all the boxes below, then you’re on the right track.
Content that reflects your culture
A company or brand needs a voice, and once your marketing department has identified that voice, it’s important that this is reflected in all of your digital material and content. Most importantly though is the fact that this voice must be a true representation of the company’s work culture. There’s no point in having a playful brand voice if your CEO expects a regimental-like work ethic in the office.
Incredibly, only 19% of employees agree that how their employer portrays itself publicly accurately represents what it’s like to work there. Clearly there’s a disconnect between how the brand wants to be seen and the actual culture of the workplace. This is why turning successful candidates into brand ambassadors as soon as possible is vital, but more on that later.
The content that the company creates and shares on social media should have two audiences in mind; the business prospect and the potential candidate. Some companies struggle with this, and so have separate channels for each audience both of which may have contrasting content styles.
Ideally, there will be one consistent message that potential candidates should be able to take from the majority of your online content. And that message should be that this is a company that values its employees, and rewards them for their efforts.
And if you need any further proof that content highlighting a positive employer brand is a good idea then think on this. 84% of working professionals will consider leaving their job if another company (that’s you) has a better reputation while 88% of millennials believe that company culture is important.
Still need more convincing? How about the fact that a strong employer brand leads to 50% more qualified candidates.
So in essence, what we’re saying is:
Content with positive culture message + passive candidates = happy days for you.
Easily accessible across multiple channels
Your ideal candidates, particularly the passive ones don’t all hang out in the same social media cafe drinking from the same coffee pot. They’re an eclectic bunch with different tastes, and so you need to meet them where they feel most comfortable.
It’s up to you to make your content easily accessible extending your reach beyond the company blog to include multiple platforms such as LinkedIn, Facebook, Twitter, and possibly even Instagram.
You want your potential hires to eventually come to you, but at the outset, you need to make learning about you as simple and convenient as possible.
An engaging relationship
Highlighting your work culture and the positive brand image of the company is a great start, but it’s crucial that you take it a step further as soon as possible. Engage with those who have reacted to your content or who have themselves taken the first tentative steps to create a relationship.
When someone shows an interest in the company they become a potential candidate and cultivating that interest is key to inspiring them to take action. Do this by reaching out to warm leads with information on your work culture or by sharing links to content that highlights the positive aspects of working within your company.
A positive candidate experience
The final piece of your inbound recruitment puzzle is possibly the most important as it has the power to undo all of your previous hard work and it’s all about how you treat your candidates.
Did you know that 60% of candidates say that they had a poor candidate experience and that 72% of them have shared their negative experience online?
So what would happen if your candidates had a wonderfully positive experience that included a swift onboarding process? It’s highly likely that those successful candidates would share their experience online and in the process become your biggest brand ambassadors.
Social proof is a massive part of business, and this is particularly true of the recruitment industry. Make your hiring and onboarding process seamless, rewarding, and above all else, enjoyable so that your successful hires will shout it from the rooftops encouraging more potential candidates to take the plunge.
Recruitment is an ever-changing landscape, and unless we stay on top of things, it’s quite easy to find ourselves lost in the wilderness. While traditional recruitment methods still bear the occasional ripe fruit, it’s extremely important to move with the times and adapt with your potential candidates’ behaviour in mind. So if inbound recruitment isn’t part of your current process, then it’s time to consider making some changes.
Remember though that recruitment should be a healthy balance of both inbound and outbound sourcing, and when it comes to outbound, we’d love to help you out. If you’d like to learn more about how vsource can source the best talent for your candidate pipeline, then book your free no obligation demo today.