Remember the last time you made a large purchase? Did you research online to learn more about options and pricing? Or did you immediately engage with a salesperson?
If you’re like most Australians, you didn’t need a salesperson—according to research from Google and CEB, online content get customers 60% of the way through the sales process before engaging a salesperson. They are researching websites to learn about product features, reading reviews to learn more about other people’s experiences and looking at a myriad of content including video and social media to find out as much as they can about the product.
We’re seeing a similar trend with job search behavior. Our Talent Attraction Study uncovered that job seekers feel more confident in jobs they find and research themselves rather than ones presented by recruiters:
- 69% of employed adults say they would feel more confident that a job is the right fit for them if they picked the company and applied versus if a recruiter contacted them.
- 62% say they think they would be more successful in a job they found on their own versus one they got from a recruiter or company that contacted them.
- 79% agree that if a recruiter or friend proactively contacted them about a position, they would consider other available jobs as well (rather than only that specific position).
Does this trend indicate candidates prefer to find and apply to jobs themselves through inbound channels like job sites, or is it also suggesting a larger mismatch between how candidates want to communicate and what recruiters are doing to engage them?
This reinforces the importance for recruiters to create an inbound recruiting strategy to ensure they are capturing the best talent for their organisation.
How to develop an inbound, candidate-centric approach to guide your recruiting
Optimising your inbound strategy capitalises on the curiosities and search behaviours of the job seeker. Here are three candidate-centric inbound recruiting tactics that can help you attract high-quality, active candidates:
1. Performance-based job descriptions
When you think about posting a job and writing a job description, the first thing that comes to mind is a set of tasks the hire will perform: A copywriter will write copy, a brickmason will lay bricks and a retail sales associate will assist customers. Yes, these are the tasks the employee must complete, but they all lead to a desired outcome for the individual or business.
Performance-based job descriptions highlight how the responsibilities of the job will support larger objectives. For example, an entry-level marketing coordinator will support the business by driving new initiatives that will spread your company’s messages to audiences around the world. Performance-based job descriptions address the desires and motivations of job seekers and the type of impact they can have.
2. A clear vision of your target hires
Candidate personas are profiles of fictional people who illustrate the qualities and characteristics of ideal candidates and their job search habits. A thorough understanding of your ideal candidate helps focus your recruitment strategy and prevent mismatch. Research for your candidate persona can include analysis on current employees, prospective hires and others who might align with your ideal hire. Your findings will help you create relevant job content, including job titles, descriptions and the information on your career site and other employer branding channels.
3. Optimise your candidate experience for inbound talent
Great storytelling through a company’s job descriptions, career site and Company Page attracts job seekers to your employer brand, just as great storytelling through an ad attracts people to a consumer brand or product. Inbound candidates are actively comparing your company to similar organisations. Highlighting company differentiators like culture, benefits and events on your career site and other inbound channels will attract great talent who are passionate about finding the right fit.