INBOUND HIRING

OTime to complete: 5 hours over 2 weeks

This project will walk you through how to automate your hiring process to save time and find the right employees for your agency.

Completing these steps will allow you to:

  • Attract qualified candidates.
  • Improve the candidate experience.
  • Effectively screen applicants for potential fit.
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Step 1: Identify the type of candidate you need and what makes a qualified candidate
Learn how

To-do

  1. To find the best inbound marketer for your team, you first need to decide what that person needs to be able to achieve for your business. To think this through, write down both the behavioral traits that employee should show naturally and the specific skills he/she should have to be successful in the role.
  2. You should be able to answer the following questions for each job role:
    1. What will the new marketer's tasks and duties be, and what skill set do those tasks and duties require?
    2. What goals or challenges will the new marketer face? What qualities are necessary to achieve them?
    3. What type of individual skill set will best complement your team's existing skill set?
    4. Is the role best suited for a generalist or does the role require any specialized or technical skill set?

Example

Pro Tip

To take your inbound hiring strategy to the next level, dedicate the time and energy to create a Culture Code for your agency. This will help you identify the type of people that are successful at your agency, showcase what makes your organization unique from others, and help you market your agency by showing prospective candidates what it’s really like to work at your agency. Here are some examples of Culture Code’s: HubSpot and New Breed.

Step 2: Write a compelling job description
Learn how

To-do

  1. In a Google Doc, Evernote or Word Document (or wherever you create documents for your agency), write a job description that includes an overview of the role, an explanation of the job responsibilities, and any experience or educational requirements individuals in the role should have.

Example

Pro Tip

Think about your job description like marketing copy -- make the language compelling enough to earn the attention of your ideal candidates. But make sure you’re also clearly communicating the job responsibilities - 85% of candidates cite clearly defined job duties and responsibilities as the key item in job postings that impact their decision to apply.
Need some help writing your job descriptions?
Check out these 37 Pre-Written Marketing Job Descriptions.
Step 3: Create a job application form
Learn how

To-do

Before creating a new form for your job application page, you’ll want to create any custom properties you’d like to ask your applicants.

  1. Navigate to your Contacts settings.
  2. Create a new property group for “Job Applications”.
  3. Create a new custom contact property that allows applicants to upload their resume by using the field type, “File upload”. Label this property, “Upload your resume” and add it to the “Job Applications” contact property group.
  4. Create any additional custom properties you want to ask your applicants. For example:
    1. Ask for social media profiles, such as LinkedIn Profile and Twitter Profile, so that you can review their online presence
    2. Ask an open-ended question, such as “Why do you want this job and what makes you a good fit?” to learn more about the candidate

Now that you’ve created the custom properties you need, create a new form for your job application page.

  1. Navigate to your Forms tool.
  2. Create a new form and name this after the job you are posting.
  3. Include on the form all the questions you want your applicant to complete and make the fields required. For example:
    1. First Name
    2. Last Name
    3. City
    4. State
    5. Email
    6. Phone Number
    7. Resume
    8. Twitter Handle
    9. LinkedIn Profile
    10. Why do you want this job and what makes you a good fit?
  4. In the Options tab, include the email addresses of anyone who should be notified when someone submits this form. For example, a hiring manager, or yourself.
  5. Save the form. It will be used later as you build out the landing page for the open job position.
  

Example

Pro Tip

The questions you ask on your form can be a great way to screen candidates for qualities that are hard to distinguish through a resume - for example, the ability to problem solve and think on their feet. PCR Agency asks candidates to explain, in 150 words or less, “What’s your story?”, “If you could do anything, what would you do?” and “What are you geeking out about these days?”. They’ve found that asking these questions helps show a candidate's personality and their writing ability, which has been helpful in identifying the best possible candidates early on in the hiring process.
Learn how to create a form in HubSpot!
 
Step 4: Create a landing page for your job opening
Learn how

To-do

  1. Navigate to the Landing Pages tool.
  2. Create a new page and select an appropriate landing page template.
  3. Name the landing page and be sure it's consistent with your hiring campaign. Include "Landing Page" or "LP" at the beginning of the name to keep your pages organized.
  4. Write a clear, action-oriented header at the top of the landing page.
  5. Ensure there is no menu navigation or links on the page.
  6. Include the text you wrote for the job description in Step 2.
  7. Select the form that was created in Step 3. 
  8. A thank you page will be created in a future step. If it's already created, select the thank you page as the page that a person will be redirected to after submitting the form.
  

Example

Pro Tip

Enable social sharing on your landing page to help expand the reach of your job opportunity to appropriate candidates. You can encourage your employees to share your landing page with their network. Also, there’s a chance that a potential candidate lands on your job page but finds that the position isn’t an exact fit. If you allow sharing options, that first candidate might send it to someone he or she knows that would be a better fit for the role.
Learn how to create a landing page in HubSpot!
 
Step 5: Create a thank you page for your job opening
Learn how

To-do

  1. Navigate to the Landing Pages tool.
  2. Create a new page and select a thank you page template that is similar to the one you used when creating your landing page.
  3. Name the thank you page to be consistent with your hiring campaign and landing page. Include "Thank You" or "TYP" at the beginning of the page name to keep your pages organized.
  4. Thank them for applying and provide any details on the timeline or what to expect next.
    1. What else do you want them to see or read before they move further in the interview process?
    2. An intro video about the company? A culture code deck? Your blog?
  5. Publish the thank you page.
  6. Copy the thank you page URL. Go back to the landing page that was created in step 4.
  7. Make sure "Redirect to another page" is selected in the Form section and add the copied thank you page URL. 
  8. Publish the landing page.
  

Example

Pro Tip

Your candidates want to know when they can expect to hear from you and what the next steps in the hiring process will be. Make sure to be as clear as possible about your expectations and give them additional resources, such as a video, blog post, or guide, to learn more about what it’s like to work at your company.
Learn how to create a thank you page in HubSpot!
 
Step 6: Create a follow up email for applicants
Learn how

To-do

  1. Navigate to the Email tool.
  2. Create a new email and keep the name of the email consistent with your hiring campaign.
  3. Determine the "From Name" and "From Email Address" that the recipients will see. This should come from the individual who is in charge of recruiting this role.
  4. Create your message subject. This could be something like, “Thank you for applying to our XYZ role”.
  5. Create the email body. This should confirm that you have received the candidate's application, set expectations about the next step in the process, and provide relevant links that you’d like to review in the meantime. This can include much of the same content as your thank you page.
  6. Send a test email to review your email. Make any necessary changes. 
  7. When your email is complete, save for automation within the “Recipients” tab of the Email tool.
  8. Click "Next" in the top right-hand corner, then “Save for Automation”.
  

Example

Pro Tip

Good communication is key to providing a positive candidate experience. 68% of candidates EXPECT to receive an automated email acknowledging that you have received their resume and application. Following up with your candidates not only improves their perception of your company but also gives you another chance to track and see how they interact with your agency to see how serious they are about the job.
Step 7: Create a smart list of contacts who apply for the job
Learn how

To-do

  1. Navigate to the Lists tool.
  2. Create a smart list of applicants who fill out the form on your landing page.
  

Example

Pro Tip

Don’t forget about your naming conventions! You can also create a “Job Applications” folder in your lists tool to help you organize these.
Learn how to create a list in HubSpot!
 
Step 8: Setup applicant workflow
Learn how

To-do

  1. Navigate to the Workflows tool.
  2. Create a new “standard” workflow and keep the naming consistent with the rest of your hiring campaign.
  3. For the starting criteria, automatically enroll members of the smart list you just created in step 7. 
  4. Add an action to send the automated email you created in Step 5.
  5. Once you’re ready, review and activate your workflow.
  

Example

Pro Tip

At a minimum, you should send an immediate email to candidates to confirm you have received their application. To take your automation a step further, consider adding these steps to your workflow: 1) Sending an internal email to your hiring manager to alert him/her they have a new candidate. and 2) Set a contact property, such as “Job Applicant” to be “True”.
Learn how to build a lead nurturing workflow in HubSpot!
 
Step 9: Promote job opportunity where your intended audience will find it
Learn how

To-do

Now that you’ve created your job description, set up the conversion path and the nurturing is set up, it’s time to promote your job opportunities to your intended audience.
  1. If you haven’t signed up for inbound.org, start by creating a free profile.
  2. Post your job on inbound.org by going to the jobs page and clicking, “Post a Job” in the top right-hand corner. 
  3. Complete the required information “About Your Job”. You can use the job description you created in step 2.
  4. Under the “How to Apply” section, choose “by application form”. This way, you can have your applicants complete your form on your landing page and get sent through the same nurturing. 
  5. Navigate to the Landing Pages tool.
  6. View the Landing Page you created in step 4. Copy and paste the landing page URL (make sure it’s the live URL not the preview URL) into the inbound.org field under “By application form”.
  7. Complete the required information under “Company Information”. 
  8. Fill out your payment information and post your job.
  9. LinkedIn is another platform you can post your job opportunity. To post your job on LinkedIn, follow these instructions.

Example

Pro Tip

If you're a Gold Tiered and above partner, you can post your job for free!
Step 10: Review applicants qualifications and how they engaged with your company
Learn how

To-do

Once you have candidates apply for your job, you’ll want to review their application in order to determine whether they move on in the hiring process, or if they aren’t a good fit.
  1. Navigate to your Forms tool and start by reviewing the form submission data.
    1. Look at their resume, does their past experience and skill set align with the job requirements?
    2. Read through the answers to any open-ended questions you included on the form. Does this fit with your company’s culture? Are they a good writer? 
  2. Review their Contact record in HubSpot to see if they are serious about the job and working for your company.
    1. Did they open and click through the follow up email you sent?
    2. Have they browsed through your website? If so, what pages were they looking at?
    3. Have they engaged with any other offers on your website
    4. Have they connected with you on social media?
  3. Look at the candidate’s digital presence.
    1. Are they active on social media channels?
    2. Do they have their own website or blog?
  4. If the candidate appears to have the right experience and skills, engaged with your website, and answered in ways that fit with your culture, take the next step in your interview process! Typically, this involves a phone call to learn more about the candidate and decide whether or not to schedule an in-person interview.
  

Example

Pro Tip

Don’t underestimate the impact a poor candidate experience can have. In fact, 65% of job seekers say they are less likely to buy from a company they didn’t hear back from after an interview. The bottom line here, over-communicate. As candidates move through the hiring process, make the effort to let them know if they will not be receiving an offer, and to go a step further, give them feedback on why they weren’t a good fit.
Finished this project? Schedule a call with your Channel Consultant to review!