Top 5 strategies to ace inbound recruitment

At a time when the unemployment rate is low and the job market is becoming increasingly candidate-driven, organizations can no longer rely on simply posting their job openings in different channels and expecting top talent to apply organically. Such traditional recruitment strategies are falling short, as the best candidates aren't actively scrolling through job boards. Holding on to the same old approach means forever struggling with costly job ads, endless cold emails, and a stack of resumes that don’t quite fit.

According to a recent statistic, about 75% of candidates research the company's culture, reputation, and brand image before applying. This is where inbound recruitment plays a significant role. Organizations need to attract talented candidates instead of chasing them. To do so, they have to position themselves as a great place to work. If you're wondering how to adopt these inbound strategies, here's a quick guide to help you get started:

Tip #1: Take steps to improve your employer brand

Employer branding is key to differentiating your organization from competitors. A positive employer brand highlights your company culture, mission, vision, and values, all of which contribute to a favorable place to work. Start by reviewing your company culture and values: Are they still relevant? Are they being lived out day to day? This evaluation will help you understand your ideal candidates, their motivations, values, and preferred workplace environment. As a result, you'll be able to develop branding that resonates with your ideal candidates and addresses what matters to them.

Once you're clear on this, make use of the right channels—including social media, websites, blogs, videos, and more—to spotlight your values, culture, purpose, people, and benefits. Gather feedback from your existing employees to understand what they love the most about working for your organization and publicize it. Most importantly, ensure that each of your processes, from job descriptions and interview process to onboarding, reflect your organization's culture and values. Keep improving your messaging as you go so that you evolve alongside potential candidates.

Tip #2: Focus on your career page

A well-crafted career page is the core of an inbound recruitment strategy; potential candidates often land there when evaluating whether they could see themselves working for your organization. Draft a clear employer value proposition that shows candidates what you offer in terms of compensation, career development, and purpose in exchange for their time, skills, and energy. Use employee videos and quotes to highlight authentic experiences at your organization and build credibility. You can also feature pictures and day-in-my-life videos that showcase what happens behind the scenes at your workplace. List your job openings with detailed, transparent, and inclusive job descriptions. Tell candidates what success looks like in the role, who they’ll work with, and what to expect during the hiring process. Above all, keep the application process simple.

Tip #3: Personalize every candidate touchpoint

To provide a personalized experience, segment candidates based on their skills, experience, career goals, roles, and other related factors. This will help you focus on your target audience and offer a tailored experience that addresses their pain points, preferences, and motivations. For instance, what a senior sales director prefers from their organization can be extremely different from what a campus hire is looking for. Figure out which channels your target audience is most active in, and draft job descriptions for those channels that directly address their preferences. Ensure the job description speaks to them by highlighting their values. For instance, recent graduates may value career growth opportunities, whereas middle-level managers may look for autonomy and stability. While reading the job description, they should be able to imagine themselves in the role.

Additionally, it's best to personalize every communication that goes out from your organization. Encourage managers to stay friendly and respectful during the interview process. Further, be sure to provide personalized feedback to candidates that'll help them improve, especially when they don't get the role. You can also send out candidate-specific surveys that'll help you improve your interview process.

Tip #4: Use search engine optimization to be seen

Search engine optimization (SEO) is a powerful way to attract top talent and passive candidates without having to spend on paid advertisements. When your SEO strategy is on point, there's a significantly higher chance that your job openings and employer branding content will be discovered by those whose skills, experience, and aspirations align with your hiring needs.

To get started, conduct thorough keyword research to identify the terms your ideal candidates are actively searching for. These insights will help you optimize your job descriptions and career page so they rank higher in search results. Ensure that your job titles, descriptions, and location-based content reflect those keywords accurately as well. 

For even better results, create dedicated landing pages for each role or keyword you're targeting. Include relevant meta titles and meta descriptions too. Adding frequently asked questions (FAQs) to your site can also boost organic visibility while providing helpful, relevant content that engages and informs your target audience. Since most of your candidates will use mobile devices to search for job openings, craft a mobile-friendly site with responsive design and simple navigation.

Tip #5: Build a powerful candidate community

A candidate community brings long-term benefits to your inbound recruitment strategy. It creates a talent pool of potential candidates who are aware of your brand and who choose to be a part of your community because your values, culture, and mission align with theirs. This means you don't have to spend your time searching for the right culture fit—they're already in your orbit. They may even refer other suitable candidates to your organization.

Social media is one of the easiest yet most effective places to start your community. Make it a point to showcase your culture and employer branding strategies regularly. You can also invite past candidates who were not hired to be a part of your talent community so that they can consider other suitable roles. Keep them engaged by sending out regular emails with content that is tailored to their interests and career goals. Maintain good relationships with your former candidates and build an alumni portal to post frequent updates about your organization.  

Wrapping up

Inbound recruitment is one of the most sustainable ways to attract top talent in a candidate-driven market. When you focus on improving your employer brand, crafting an engaging career page, personalizing candidate interactions, optimizing your visibility through SEO, and nurturing a strong candidate community, you'll be able to ace inbound recruitment and build long-lasting relationships with your candidates.