Inbound Marketing for Recruitment

Webinar (Feb 2017)

sixandflow.com

Agenda1. Who are Six & Flow?2. What is inbound marketing?3. Inbound for recruitment4. 5 takeaways

sixandflow.com

Richard Wood

sixandflow.com

Managing Director of Six & Flow

In marketing for 15+ years

Worked with both large and small brands across the globe

Massive believer in inbound marketing

Twitter: @richtwoodLinkedIn: /richardtempestwood/

You don’t have to be a client to talk inbound with me… Connect with me, drop me a line…

Who are Six & Flow?

sixandflow.com

sixandflow.com

Proudly Mancunian agency

sixandflow.com

What the hell is inbound?

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Whether you’re ready or not, marketing has already been

disrupted…

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People no longer want to be interrupted, broadcast to or

shouted at…

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Traditional marketing is broken…

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86%skip TV ads

91%unsubscribe from email

44%of direct mail is never opened

24mon the TPS register

To attract customers, marketers have to give them

something they love…

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Meet inbound…

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Inbound marketing is a holistic, data-driven approach

to marketing that attracts individuals to your brand and

converts them to lasting customers…

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What makes inbound different?

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vs

Traditional Inbound

SEOBloggingAttractionCustomer

centric

Cold CallingCold email

(spam)Interruptive adsMarketer centric

When you use inbound marketing, customers come

to you…

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Genuinely. That’s not bullsh*t.

(Although, admittedly it does sound like the kind of bullsh*t you’d hear from a marketer…)

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Inbound marketing turns strangers into customers and promoters of your business

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Inbound is all about content…

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Interactive tools

Photos and infographics

E-books and presentations

Videos and podcasts

Blogs

…and context

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Right content, right place, right time… Your marketing becomes relevant and helpful to your customers, not interruptive

Content

PlaceTime

It’s multi-channel by nature because you approach people

where they are, in the channels they want to

interact with you.

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The inbound funnel

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Get Traffic

Get Leads

Get Customers

Analyse

Create content, SEO your content, share and promote your content

Use calls-to-action to drive visitors to landing pages with forms. Visitors fill out forms and get whatever you’re offering and become leads

Send your leads automated emails to drive them along your buying cycle, provide your sales team with lead intelligence

Analyse your marketing campaigns success and determine where you can improve and optimise

Inbound is effective!

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54% more leads are generated through inbound

than outbound

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Inbound costs 61% less than outbound

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sixandflow.com

Blogs Social Media SEO Direct Mail Telemarketing PPC Trade Shows

52%

45%

38%34% 33%

28%

19%

Inbound marketing costs less than any outbound marketing channel

Inbound is the future of marketing…

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That’s great… but…

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Inbound for recruitment

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Two sides, one coin.

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& CandidatesClients

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Get Traffic

Get Leads

Get Customers

Analyse

Remember this?

Create content, SEO your content, share and promote your content

Use calls-to-action to drive visitors to landing pages with forms. Visitors fill out forms and get whatever you’re offering and become leads

Send your leads automated emails to drive them along your buying cycle, provide your sales team with lead intelligence

Analyse your marketing campaigns success and determine where you can improve and optimise

sixandflow.com

Awareness

Interest

Consideration

Selection

Finalist

Customer

Well it’s pretty similar…

Awareness

Interest

Consideration

Applicant

Offer

Hire

Customer Acquisition Funnel Talent Acquisition Funnel

How it works for customers is pretty obvious now right?

(…he says, hopefully…)

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But what about candidates…?

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The buyers/hires journey

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People becoming aware of needAttract

People once they have formed an interest

EngagePeople considering their options

Nurture People ready for selection processConvert

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Get Traffic

Get Leads

Get Customers

Analyse

A candidate example

Blogs and videos on changing roles, “climbing the ladder” etc

Downloadable guide (”average salaries in marketing – 2017”), private webinar etc

Automated emails – “here’s our latest podcast, guide, e-book”, “top 10 marketing roles we’re working this month…”

Analyse your marketing campaigns success and determine where you can improve and optimise

It’s about being helpful…

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They get to learn about you as an agency (and how you can help them find a role)

and you get to find out about them (and how they might fit

a role)

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You get to offer better candidates to your clients

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It’s a longer game…

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A lot of people look for jobs, but many don’t apply

Over 75% of professionals you want aren’t looking

(passive candidates)Your ideal candidates are

likely to be satisfied where they are now

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However…People change jobs 10-15

times throughout their careers

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And the best candidates are off the market within 10

days…

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People are twice as likely to accept emails if they have interacted with your brand

before

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And that’s where inbound comes in..

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There’s no cold calling or spamming…

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And the best part?We can do most of it for you…

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5 Takeaways1. Create Personas(http://www.makemypersona.com/)

2. Blogs(write for your personas, not for you)

3. Video(more engaging, easy to produce, can use it everywhere)

4. CTAs(If you’re attracting people in, why aren’t you converting them?)

5. Automation(your time is precious, marketing and sales automation is your friend)

sixandflow.com

Contact me

sixandflow.com

Twitter: @richtwoodLinkedIn: /richardtempestwood/

You don’t have to be a client to talk inbound with me… Connect with me, drop me a line…