Inbound Recruiting & Employer Branding

Companies are finding it increasingly difficult to find the technological talent they need to assume the digital transformation with guarantees. Therefore, new concepts are being implemented to favor the recruitment of experts, such as inbound recruiting and employer branding. In the following sections, we define both concepts and explain their main differences.

Inbound recruiting: what is it and how to implement it?

Through inbound recruiting, organizations build a positive brand image through content marketing (aimed at generating
engagement
among potential candidates). They emphasize their importance and culture, which attracts candidates to their environment. It could be said that the usual roles between employers and candidates are reversed, since the latter are the ones who find employers. This technique is aimed at passive job seekers, who are those who are already employed, but would like to opt for better opportunities in other companies. And it allows organizations to onboard tech talent more easily.

It offers many benefits, including:

• Increase accessibility. Content marketing drives the SEO relevance of an initiative. In this way, candidates can find them more easily, since their visibility is greater.
• It is not necessary to approach the candidates. Unlike what happens in outbound recruiting, there is no need to email, cold call or advertise jobs every time there is an opening in the organization. Rather, the candidates themselves visit the web regularly to stay updated.
• Rapid filling of vacant posts. Even if you’re not looking for employees in the present, inbound recruiting engages candidates and helps build strong relationships. This healthy bond allows them to come to recruitment calls, so that vacancies are filled immediately.

How to implement it?

Let’s see some basic points to implement this recruitment
modality
:

• Be proactive. To expand talent even before you need a candidate, you need to start attracting them to the organization today. It is about creating content to promote the employer brand and share it on company blogs and social networks.
• Get potential candidates. Now is the time to make these candidates passive. A good option, in this regard, is to optimize the careers page on the company’s website. You can also add calls to action on social media and other content.
• Engage. Once candidates have submitted their data, it’s time to connect them. It is possible to do it through email, or create an event to bring them together and seduce them even more. And apply other strategies to improve employee engagement.
• Customize. By having one-on-one conversations with promising candidates, you can know where they are in their career and what their motivations are. Most employers only send automated bulk emails. One way to stand out is to send a more personal message that includes details of the candidate’s professional history.
• Analyze. To keep track of all hiring marketing activity, it’s best to use a CRM. Thus, it is possible to find out who is really opening the emails and visiting the website: these are the most interested job seekers.
• Follow up. When someone is interested in a job, it’s a good idea to find out how they found the application process. This provides useful information about how the experience was on your part.

What is employer branding ?

More and more companies are working hard to attract top talent. There has been a significant shift in the job market, especially in technical positions, Now, hiring is driven by candidates.

When job seekers realize that the balance of power has shifted in their favor, they don’t base their hiring decisions solely on salary. What the company offers and what makes it stand out from the rest of its industry also contributes to attracting better candidates.

Job seekers have become more demanding with their decisions about where to work. They know what qualities they look for in an employer and their workplace. Therefore, companies must invest a lot of time and resources in creating an employer brand strategy to compete for top talent.

Simply put,
employer
branding is a company’s reputation, as seen in the eyes of employees and potential employees. It defines the company’s desirability as an employer and its ability to attract, hire, and retain great talent.

Main differences between employer branding and inbound recruiting

The most prominent difference is that the employer brand deals with limiting all the interactions of the candidate with the organization. On the other hand, inbound recruiting

only works in the first stage of the employee’s life cycle, that is, the recruitment phase. At this point, specific content is provided aimed at improving the perception that potential candidates have of the company.

In addition, inbound recruitment is rather a strategy that can be implemented or not. In any case, it is a strategic approach totally controlled by the organization. With regard to the employer brand, it is an image that is held anyway. And it cannot be controlled internally, but is the sum of all perceptions external to the company.

In short, inbound recruiting focuses on attracting candidates to the hiring process, while the employer brand is an image that is built on the reputation of the company. It should be noted that the implementation of these concepts is not always easy. In such cases, outsourcing services to a specialized technology consulting firm can bring in the additional workforce that can drive the development of the organization. At Pasiona Consulting we are always on the hunt for IT talent and offer job opportunities based on the skills of each candidate.