The world of marketing for recruitment is changing at a rapid pace. Candidates are becoming less responsive to the pushy attitude that the industry is well-known for, and expect to be more nurtured during their journey. This can include everything from flexibility with interview availability to feedback upon rejection. With these things in mind, it's key to think about inbound marketing for recruitment as the perfect way for recruitment agencies to impress.
How does inbound marketing for recruitment work?
There are many ways that the inbound marketing approach can have a better impact than other traditional tactics used by recruiters.
In general, inbound marketing is all about catching the attention of your leads, and then nurturing them from that point on. Your inbound marketing efforts should be in place to show leads what they may be missing out on, and showing them how you are the right solution to this idea of lack. In the recruitment industry, this means helping candidates to secure the next step in their career, and aiding clients in filling job vacancies.
In recruitment, managing communications with candidates can be a time consuming task; one that too often gets pushed to the back burner. The recruitment industry is fast-paced and as a result, it can be difficult to spend time on the phone to right candidates at the right time.
That’s where inbound marketing for recruitment comes in.
How to utilise marketing automation for recruitment
When you work in recruitment, you know that once someone has shown interest in a job, they are more likely be willing to hear about other opportunities you may have.
Consistent and timely communication with candidates can give several messages. First, it shows that you value them as a customer–something isn’t always the case in recruitment.
Secondly, it keeps your agency in the forefront of their mind while they may not be actively searching for a new role. By emailing passive candidates who you may otherwise let slip your mind, you can update them on new roles that come in and increase your chances of filling the role should it catch someone’s eye. You also up your chances for referrals.
HubSpot allows users to set up workflows that send out automated emails to contact lists. This means you can send out regular content that you know leads will find useful.
For instance, you could use a simple contact form on your website that allows leads to identify the sector they work in. You could then set up an automated monthly round-up email of all the teaching roles you’re looking to fill to be sent out to all contacts who work in the education sector.
How lead nurturing can improve recruitment efforts
Inbound marketing for recruitment can also go beyond communications with passive candidates. What about improving your approach to active job seekers?
Candidates could be entered into bespoke workflows which share details of the job role they are applying for and send reminders leading up to the interview. These emails could include helpful blog posts on writing a great CV, answering interview questions or even dressing for success!
You could even send follow-up emails after their interview, so that even if you’re busy or out of the office, they feel cared for and in the loop.
HubSpot enables all this to be done automatically. Create emails that send the right information to the right people, set them to be sent at the right time, and know that candidates are well looked after and properly informed.
How to determine importance of inbound marketing in recruitment
Communication shouldn’t stop just because a candidate may have paused their job search. Whilst the amount of emails sent should decrease, it will still be beneficial to contact them on the odd occasion.
These emails don’t have to be job focused. They can also contain helpful information specific to the sector they work in, such as blog posts and industry news.
Whilst this information won’t help you place them straight away, it will help to maintain their relationship with your business. It will also keep you fresh in their minds so that when they do look to take the next step in their career, you are more likely to be considered.
HubSpot allows you to do all of this easily, showing that inbound marketing for recruitment agencies is the way forward! Interested in finding out more about HubSpot and how it can help your business? Then feel free to have a chat with us – we’re an Elite HubSpot partner agency.