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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?
sixandflow.com
Whether you’re ready or not, marketing has already been
disrupted…
sixandflow.com
People no longer want to be interrupted, broadcast to or
shouted at…
sixandflow.com
Traditional marketing is broken…
sixandflow.com
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…
sixandflow.com
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
sixandflow.com
Inbound is all about content…
sixandflow.com
Interactive tools
Photos and infographics
E-books and presentations
Videos and podcasts
Blogs
…and context
sixandflow.com
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
sixandflow.com
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!
sixandflow.com
54% more leads are generated through inbound
than outbound
sixandflow.com
Inbound costs 61% less than outbound
sixandflow.com
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…
sixandflow.com
That’s great… but…
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Inbound for recruitment
sixandflow.com
Two sides, one coin.
sixandflow.com
& CandidatesClients
sixandflow.com
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…)
sixandflow.com
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…
sixandflow.com
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…
sixandflow.com
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…
sixandflow.com
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…
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