Grow your business using inbound recruitment with Melanie GIlmore - Manchester HUG
Yeah, okay. Welcome to the hug. It's yeah, we've hosted them now for I think three or four years, The Manchester Hook and um we're excited to to do it again. So a quick introduction. I'm Molly. I used to be a
content marketer, but now I have turned into a marketing coordinator, so that means I'll do all the nice little events and things that we host and the hook falls under that. Um So the reason why we like doing the hug is basically it fits in with that with what we want to do. Our visions, our ethos of growing and learning enjoying together. So the hug is just a perfect example of how we can we can do that with you guys. Um So It's about 18 Europe. I won't go on too much about that, it's not about that, but we're an elite partner. Which means it helps
spark is what is basically saying you guys, you know what you're doing. So that's why we like to host the hook and and that's why we have two people from in house as well because we're experts just as much as anybody else's. So um less about us anyway, ignore all that and and the agenda today is just a small intro.
Um it's nice to see some new faces in here, especially with the new platform, it's meant it's been a bit difficult to transfer you all. Um but I'm hoping that we can try and get some more people. Um and then first of all, mel is going to kick us off with how Marxist can grow the business using inbound recruitment. Um She's been in this role now for a couple of years and she's got some insights you can share.
And then we got a quick Q and a and a five minute break break, and then on to paul on how to make the most of her spot, video and vidyard. So mel I'll pass it over to you, I'll stop sharing and you can get started. Thanks Marlowe. I've got a very good sell there. It is good, I'm proud of myself. So
first introduction. So of course my name is Mel this is my first hook talk. So Please be kind. I've been a digital 20 to just over three years in a couple of different roles, both working in the background and focus on the team. But really my main, the main parts of my role is employee experience and recruitment. Unfortunately for you, I'm coming from absolutely no previous marketing experience. So
when join additional 22 I really had to get my head around everything pretty quickly, everything from inbound marketing, hubspot, digital marketing so I could fit in and pretend I was one of the marketing team. But do for doing that. I've been able to work really closely with a team full of marketers where marketing is their world and have quickly been a messed into that and being partly in that world and also in the world of hitch arm recruitment has been really, really great and from that I've learned a lot of managed to put a lot of thought into the way that we recruit and see what works. So that's what I wanted to really share with you today. A few tips and ways of working
through inbound and applying that to our recruitment strategy to attract the best people. So hopefully you can listen to me waffling a little bit and you can don't need to make the mistakes that maybe I've made and you can go away with some really actionable stuff you can work on. If you're lucky enough to have a recruitment team, then there's probably a lot that you can share with them and work with them on. But
also there's a lot that you can just do as marketers as well. So a big one. Now we all talk about and we all focus on is the importance of sales and marketing teams being really aligned and working closely together.
But not too much about recruitment marketing, which when you think about that, that's pretty crazy. The most important thing about any business is the people and having the best people in the right fit. If your company is probably the most impactful thing that you could do for your business because it's the experience your clients get once they come on board and the fulfillment that you all get as a team while you're at work and it's having the right people that come up with great ideas. But then also put your ideas and their ideas into action as well.
When you think about the effort we put into attractive customers compared to candidates and employees, it can really, really be worlds apart. But don't worry, I'm not under any illusion that we should be forgetting sales of marketing. So I'm not saying that at all or that our course are the efforts that we put into marketing to our customers will be equal. But really the best thing about inbound recruitment, usually if you do some good work relatively consistent cost consistently whilst thinking strategically about it, it already tends to be a lot more than what your competitors are doing. So you don't really need to too much to stand out from the crowd, which is a really great plus.
Hopefully today you'll be able to go away and see the real value and the benefit of coming the time and the effort into inbound recruitments. You can reap the rewards of hiring the best people, which is definitely dickie benefit and that's all teams, not just the marketing team across the business that will impact your sales and the customer customer happiness and like I said, you're just enjoyment at work. Hopefully save some of your precious time as well, reducing numbers of meetings and random request from your recruitment team. I'm saying reduced, he's definitely not cancel out as as molly, definitely knows a lot of, a lot of what you can do is through up skilling your team and your recruitment team just to help them being able to do a little bit more independently.
And of course hopefully making you look good too as marketers and getting all important results, driving results up through conversions and science visits and social engagement. So we'll be talking about using your recruitment team through this, but if you don't have one, hopefully, like I said, you can still take some things the way that you can use and do yourself. I'm going to look at some learning opportunities for the team, kind of where to start with this process, how to use hubspot looking at forms and content and content ideas as well. We'll get you started and give you a good understanding the way we approach it as well.
So first and foremost, if you are working with a recruitment team before anything, my best advice would be to get your recruitment team to complete the inbound or inbound market insert is an absolute basic, no matter who joins digital 22, no matter what role, we all complete these certs because everyone and every role can benefit from it. Obviously we've been in hopes by agency but especially think recruitment teams can learn a lot from it. It's a really good place to start to get your recruitment team um In the way of thinking getting out of the day to day over the recruitment demand and instead thinking a bit more like a strategic marketer and understanding that method behind it all made a huge difference for me as well. It will mean that making everything a little clearer few recruitment team, those things that just make sense to you or you just do naturally will have some explanation behind it and they can start seeing the world as a marketer and hopefully it'll take a bit of the work off you hope hope so. I've done a really good job of being able to explaining bull market in a really, really easy way that anybody can understand. So use
their resources, it's already done, they've always got really, really got really good hubspot blogs and with a lot of imam recruitment resources on there. So it's definitely worth taking a look at that you yourself and also the recruitment team. So I went back when I first started additional 20 to 1 of the first things that we did, which was the center of the thinking for me and the market as I was working out, working with is coming up with a persona and that's definitely together. It's really, really good place to start. If you haven't already got a candidate persona, please please do this. If
anything at all, this isn't a task for you to kind of go away and do and then present it to recruitment team, you as a marketer dot no, the candidates and their challenges the recruitment team, speaking to those people day in and day out. So lean on them, lean on their experience, um, what they know from their conversations, but also an internal team as well. They were once the candidate, you've recruited them to speak to them, doing the persona just as you would for a customer would give structure to you inbound recruitment strategies and gives somewhere to start and hopefully put them in bar learnings into action for your recruitment team. Again, guiding them into thinking like marketer and really do kind of get into the details into the nitty gritty just as you would do with your by persona. You can base it on a specific,
maybe a specific person in the team who's a great culture fit or maybe a blend of multiple people. The team, you are always going to get a duplicate of one person no matter how much you might try. So you and you want diversity in the team. So do consider and that and custom your net wide as well. We, the way we have approached it, we do have a generalist persona. Um, so
General Good fit for digital 22, but we have a couple of really specific ones for particular roles that more harder to fill roles as well. The really important things to think about when you're coming up to your persona is the challenger challenges your candidates are facing the types of things they're interested in and why they're looking on what they're looking for in a role. And then once you've got that, you'll be able to start thinking of the ways in which your business solve them and you want to document that as well and make sure that's really, really clear. Probably not the way that your recruitment, he may have thought about it before. So it's really, really important that you can get that down and you discussed that in your recruitment team, can really identify that and that's just asking questions to recruitment team, why do most people and they'll do it into you anyway. So it's what most people say, they are looking to leave their current role in interviews and why the candidate said they're interested in working at your company and what your team already love about working at your company and what do you think that your company offers that most others done or competitors done as well? And that's a really nice place to start.
That will obviously be the center of everything kind of do from there. So once you didn't at you coming to think about content. So some companies are in different situations, some companies start from zero sum are very little, some of tons having some can actually just make a huge difference to the candidate, the recruitment team, the experience. So if you already have some, it's worth doing a bit of a content audit together. So you can understand what you already have. Does anything need a little baby a little bit more love? Or can you utilize some content? You've already got a little bit better. You need to
maybe think about how we can tell our strategy around what you've already got, definitely think about doing that because generally the hard work is done for you there. If you can, if you can do that, one thing we had to really, really think about and figure out is what the tone was and that's something that is really important to think about because have you defined what the town is? Two candidates? Is it the same as your marketing message? Is it a little bit different? The Digital 22 it probably is more casual, is a bit more friendly, possibly less professional, but definitely not formal. We intend the aim is to speak to our candidates that we speak to each other in the office here today, Because they're the people that we want to attract and who will enjoy working at digital 22. and that's what you need to think about in terms of your business, Who are you trying to attract? And how do they want to be spoken to? Some industries will be a lot more formal and we'll need to keep that tone. But just having that conversation,
just being really, really clear and being able to be creative when you can, being able to be a bit more relaxed when you can. And it's exactly how you think about the way that you write content for your website, emails and social, which I'm sure you've all done a lot more than I have. Um but if Flacco's, it is more relaxed and that can wanting to become yourself, that can really be a barrier for your recruitment team that will have to overcome, which is something I definitely had to adjust to.
You're getting out of the habit of formal rat enough to be an informal hitch, our contracts and um, handbooks there today. So you need to learn to be able to actually have fun with writing and copyrighting, being creative when, where you actually can and that it actually is beneficial and that will be a challenge for most hitch our people. And I know that a lot of hitch, our people in history who I speak to, so are very formal and they find it difficult to write and maybe a little bit of a different time, but you can really help that working closely with the recruitment and her chart team. My best advice would be, don't take it on yourself just because you can, and you're good at copyrighting unless you have the time or you really, really want to, but ultimately you want them to be able to write in that tone. Um and the best way that we found that that works is through feedback loop. So
if you're confident writing, then sure them, you do write the first, maybe the first initial piece of content, show them how creative they can actually be, even just maybe having a bit of a laugh with it and then let them loose on it, give them feedback, repeat just so you can get a little bit more confident with it, I'd say as well, especially if this is out of their comfort zone or even out of your comfort zone. Look at, look for inspiration. Look for people in your industry who are doing a great job, job descriptions or copy on my website, look in your industry, but also outside of your industry, because there are really, really good companies, huge companies that are doing really good things with things like job descriptions, which really interesting. Once you've got that nailed, there is no stopping the potential of content. And that's from social and blogs and the way that your HR recruitment team, speak to your team internally and even email templates and interview confirmation. And just every written comes in between throughout the candidate process.
Hopefully it'll make potentially boring messages a lot more enjoyable to read and therefore get more engagement, which is kind of really, really what you want. Once you've got all that kind of figured out, and you do want to start thinking about ideas for content, I'm not going to talk through all of these, but I just thought I'd put them down if you wanted some ideas as a starting point. What we found is that as long as the content is relevant to your core values is the things that are important to you recognize the challenges of your persona and you're able to then you're generally able to reuse them in lots and lots of different ways for pretty long time as well. Just to give you kind a bit of an example of our situation. We are in a small town in the middle of lank lancashire, in the pretty much in the middle of nowhere pool of talent is pretty limited because we have very limited amount of agencies, local tours and out of them, not many people, not many of the agency's do exactly what we do. So we have to make sure that we attract Everybody, not just people in agencies, but people who work in in house marketing roles, who have really great skills that we want to make them all stuff. So,
and a lot of people in the team of digital 20 to actually have in house backgrounds. And when we spoke to them, We found a big question mark before joining Digital 22. Was there moving from in house to an agency which we wanted to, where we could kind of mitigate that for future candidates or based on that what we did. We we've now got a couple of blogs. So one called what it's like working at an agency and that's written best somebody in the team, um someone part of our recruitment strategy. But we've also got another one which I think is also really important, which wasn't written by a writer but it was written by somebody in the team called why why? Something like why wouldn't move back to an in house role.
And and Emily wrote that and that's from her perspective from moving from an in house role to an agency role because that was one of her concerns. And she wanted to have a got writing a blog which was amazing. I definitely try and encourage that across your teams.
No matter what team somebody sits in, no matter their experience in writing. We've had an apprentice write blogs before. It gives good content. It gives people a bit of an insight into the courtroom and what life is like a digital 22 natural life. Really easy because you don't have to create all the content as well.
But then we saw so much you can do blogging and social media about your culture and work life, there's literally no end, which is really good. And a huge thing for us is social, it's really, really important to us. We have a great team who got really great network so we need to double down on that. We need to be creating content natural content sometimes and also planned content that team want to share to their own personal networks get the most of that and they generally share it because it includes them or they've been, it's something that they have enjoyed or something that they want to share or something they've, It's really, really important. And so
when you can create content like that is really powerful because that reaches so much bigger than just sharing it on mine at work or just on a digital 22 pitch. And people often feel more confident just sharing content on places like linked in or instagram that's already been created rather than just writing the wrong post on top of the head. So just make it really, really easy for your team to be able to do that because the easier it is, the more likely you're gonna get, get them shares and get that reach. I missed that picture, so trying to make the most of content. Um, so I thought, I just mentioned here that we have now got a separate culture blog, It wasn't always like that, but having a separate blog has really, really worked for us Because digital 22 creates that so much content means that it's not getting mixed up, it means the candidate knows exactly where to go to when they want to know more about work in a digital 22 not just useful, hubspot inbound marketing resources, which the team are recreating regularly. I'm not taking this space from that which is probably um tomorrow customers and potential clients. I have my
own space that's dedicated to that and he really easy to time for the candidates and actually really, really good tip that I got from hubspot recruiting team about repurposing the content in other ways was and we found this really useful is to put it into things like interview preparation. So when we organ is an interview, we send an into your confirmation over with quite a few bits of content now because we've managed to get a bit of a backlog and we send over content which we think useful. So such as the core values and blog it means that they know are qualities before actually come into the interview. They can prep really well. We've got a blog called A Day In
the Life of the Content marketer. We've got a content marketer actually wrote that so I can share that with future content marketers before the interview so they can prepare really, really well. They know exactly what the role is. Um it improves the candidate experience, but I can also also actually share that before I have even spoke to them. If we're doing
kind of outreach on link 10, um all through email so they can get that inside. They know the role. They don't have to get on a call call with me to explain that. And again, using these on social media and exactly the same way I use the content through outrage on linked in when I'm speaking to potential future candidates, even if we're not hiring for the role right now, if I see somebody and they've got some really great experience and we can easily share this content by still keeping linked in messages really short because you want to keep them short because nobody's going to read a really long paragraph with you talking about the role in the business. So it means that anyone who has a little bit of a curiosity in them, they'll take a look at your blog and then they'll at least know that there's a lot of resources there and they'll know where that lives.
So, for me, thinking about hubspot now and the actual platform, there's probably two key ways your recruitment either do or could use hubspot to make the most of kind of their recruitment goals. And the first one I wanted to mention, which I have found has been really great, is using the hubspot CMS. Never in a million years did I think that I would be going near a website took data. I'd always kind of lean on developers or an agency or a marketer to make any updates at all, including adding jobs and updating content and updating job roles. And that could actually take days to get done when in reality what's happened with very, very little training, I can now do these things and as soon as I need them done in the moment, whenever I need them and whenever things or maybe raised by a candidate, I can make changes immediately. This makes my life a lot easier and not just my lives, but your lives as marketers, you're not having to jump on every tiny little thing that you recruitment team wants to do.
They actually have a bit of independence and they can manage that, them little bits of themselves and you don't, and rather than kind of disrupting, um pulling everybody off the work lords, the modules are really, really straightforward and so easy to use. I can add and remove things and once it's bill is anybody can make those small changes to make this happen. My advice would be, if you want your recruitment team to be able to make these little changes is create a selection of short how to videos just with screen sharing. We use Vidyard and it works really great. Anyone can use them, then anyone
in the recruitment team, they can follow it step by step, especially whilst working remotely. You've not got people around you and spice emails, less meetings, which we probably need um and we can share the information across the recruitment team. And if I don't add a new job for two months and I completely forget, then I can literally just go back to the how to video and step by step, make the changes as well. That's been a huge, huge timesaver frozen. I would recommend anyone who has got the website or page is that the recruitment team cannot get to really make the most of the easiness of the CMS, then the second one is contact contacts. Um, so if you have your applications of hopes platforms or you've got landing pages or any forms that just go straight to the recruitment um, team, you can obviously click that candidate information, which in the recruitment world is just as important as leads. We
really, really want to know who's going to the website, who's interested, who's looking at our stuff at the very minimum. You want to have a couple of forms for someone to reach out directly to your recruitment team. If they landed on your website, your coach page, you definitely want to know. So give them somewhere to go once they've seen or your great content you're gonna put out there and they want to work with you.
Um As I guess they're not always going to be roles which are suitable for them live, but you want to be able to have their details and curse and you do come live once you've got the details, you really really need to support your recruitment team of how they want to manage and organize those contacts depending on what the plan, what you want to do, what your recruitment team are using that for. Whether they want to go to straight to recruitment list. Obviously they do need to be separate from your general sales and marketing. Um If they want to complete that form and then they go straight to a recruitment list or you want it to be a little bit more specific and particular specific role is like we do and that's how we manage our context. For example, this was a hubspot form and this their experience was in content, so we put them in a recruit, a content marketer list and that means in the future if we're hoping for a content marketing we can send updates to that group rather than the full recruitment list, I would say doing it that way is a little bit more work and it definitely depends on what your goal is and what you'd like to do with your contacts depends obviously the way you're going to manage them.
And I've seen people do it where they just got one rule, it just goes to a recruitment list and then they send emails to everybody. Perfect. So I wanted to show you a couple of examples of what is on our website. Um, so this
is our website with the hubspot form for the general application, which is just first name, last name, email on number and CV and cover letter if you want to. What we have also done is try to have a few different forms of content. So just to try just trial and we've added videos and that's this video here with me and Andrew talking about the strategist role. What that role entails sometimes it can be quite difficult to get the role across in text and without kind of going on too much.
People obviously enjoy watching videos a little bit more and we had really, really, really, really good feedback from that. So if there's a role that you do need to feel pretty often it's a growing team in your business, then it's definitely worth thinking about more about the content and then it's worthwhile doing a video. If it's one role that you probably high for every five years, probably not worth doing a video.
Here's a couple of examples. So in a few different a couple different forms on our website which just came to really just to reach out direct directly to me whether people are just interested in leaving the details for future updates or people want to send me a message options there to have the C. B. As well. Um It means that like I said if if the roll that they're looking for is it live right now they've still got somewhere to go. What we also have, which I thought would be just worth mentioning is we do have some gear to content. Um and that's again just focused on trying to get candidate information see who's going on to website and see who's kind of interested as well. There's definitely a time and place to use this.
And sometimes if you're reached out and linked in, I often use a direct link. So people are put off by having to put the details at any time reaching out to them for the very first time. It's probably better to use a direct link. But it's more important that because ultimately it's really, really more important that they read it because it's a really good resource and that's what I want. But generally if people are just browsing on the website, they're happy to put the details in to get that information.
Again, just another way to get and more candidate details. So I really, really wanted to put this one in there. Really, it's a really, really simple one and it was because it was such a huge time set of me and when I only set up actually last year, even though digital 20 to have used a lot longer, I only jumped on this bandwagon last year, which is probably one of my biggest regrets. And it's just a simple meeting link like the sales team would use, but so much of my time was zapped or engine calls with candidates for pre screens and now I've put this link within templates, it is within, I can put it into obviously linked in messages and they can just booked time that works for them, making making sure that their experiences a lot better. And me giving me a lot less adamant as well.
So if there's anything that you do or you recommend to your recruitment team, then I'd say just go away and do this because it will save so much time. And that could be any team I guess it doesn't need to be just your recruitment team. But if you've got recruitment team without this and they will probably love you if you put this in.
So I'll briefly touch on email marketing. I am pretty sure that everybody on this will know more about email marketing than I do. So like I said, I'll briefly do this. Um again, this is something that I've now, I've been using videos, people have sent me over videos on Vidyard and I can now do this myself using then my contact list song on hope spots. But how we approach it and email marketing is pretty simple and we just do it in two different ways.
One we do update some roles so that's generally specific. So if we are hiring for a content marketer we'll send that to our content marketing list, Keep it really specific to the relevant groups. Or we do a content roundups or any interesting content that we've written or created recently. An interesting news,
any updates just to keep people engaged who we've gotten the list definitely doesn't need to be often probably better than it is enough to often once a month, probably at the most. The goal is to keep them warm and engaged and keep you in their mind for when they are ready to move jobs. It's not something that they're going to decide at. Whim is obviously a huge decision to move a job. So you just want to make sure that when they do come to that decision, your friend of mind.
And then generally as you can see the emails have really good engagement or parents and definitely get all our responses from people, even if they're not looking or interested right now, people do tend to respond, which is which is great. I'm finally so out of everything we've spoken about today, I just wanted to make sure that you could at least go away with some few things that you could do in your business. So I put five things down, which I'd say are probably the best places to start. Probably the most important from my experience. And let's get the search done. I think that everybody can benefit from knowing the basics of inbound marketing, create a candidate persona. So,
you know why you're creating the content, um, decide and document document your tone of voice for recruitment, um, especially if you don't need to be as formal as what you are in your marketing messages, That can be a huge way to get your culture across, create some terrible content. Whether it's video on blogs and try and make sure that it's content that will stand the test of time means that you can reuse them on your own pages, you can, you can get your employees to share that and just make sure that it's obviously really, really relevant and something that your team do want to share. And finally, of course, start setting up for me to link was a really, really big one for me and a huge, huge time saver.
So that's everything. Thank you very much for listening and jumping on on a monday morning and listening to me waffle on. If anyone's got any questions, feel free to message me after this or any recruitment teams, Happy, happy for them you to pass on my name and I'm happy to have a chat with anybody. Thank you mom. I think as someone who went through the recruitment process, it's nice to like hear that, not that you hadn't put thought into it, but that there was like a strategy behind it and the marketing and now I'm on the other side of that and I helped the people in the team as well. It's been huge and just even having all of that content as a resource, you guys as candidates, but um, have that is a bit of a resource for me as well, has been great and we do, we have to think really proactively about our recruitment and what we're doing because we definitely want to stand down and ultimately a lot of people that we hire remark to saw things like really important to them as well.