INBOUND15

Using Inbound to Source, Interview and Hire TalentLearn how to leverage the inbound methodology to find new employeesPatrick Biddiscombe

CEO, New Breed@pbiddiscombe

① Introduction to prescriptive growth② About New Breed③ Traditional recruiting is dead④ Creating a talent acquisition funnel⑤ Applicant persona development⑥ Creating a culture code⑦ Inbound recruitment process⑧ Takeaways

AGENDA

INBOUND15

Introduction

INBOUND15

GROWTH.Need to adopt a prescriptive growth model–based on how fast you want to grow, you can pinpoint when you need to hire.

INBOUND15

Two funnels you need to fillLeads Candidate

leads

INBOUND15

Two funnels you need to fill

Generate as many leads as

possible to meet revenue

goals.

Leads Candidate leads

INBOUND15

Two funnels you need to fill

Generate as many leads as

possible to meet revenue

goals.

Generate the best talent to

help build business and

deliver

Leads Candidate leads

INBOUND15

2 About New Breed

INBOUND15

52Launched websites on the HubSpot COS in 2014

INBOUND15

Our team has grown exponentially!• 18 new hires• 20 intern hires• 32 full-time

employees

INBOUND15

We have 6 interns currently!

INBOUND15

Located in Burlington, VTNamed one of the 10 most innovative tech hubs in the US by Forbes magazine.

INBOUND15

We live in a hub of exceptional colleges

Designer and

Developers

Copywriters

Analytics and Sales

individuals

INBOUND15

3 Traditional recruiting is dead

INBOUND15

Over time, it has become less and less effective to invest time and resources into traditional methods of recruiting, such as:• Newspaper ads• Recruiting agencies• Job boards• Word-of-mouth/referrals

The recruiting process has drastically changed

INBOUND15

But these methods don’t work anymore

INBOUND15

Great people never need to apply for a job.Finding great salespeople requires a passive recruiting strategy.-Mark Roberge

INBOUND15

Rather, there are new and effective methods to recruit top talent to your company:• Passive recruiting• Inbound recruiting• Social recruiting

The reThe recruiting process has drastically changed

INBOUND15

Passive recruiting

INBOUND15

Say one of your close friends has some type of relationship, have it be personal or professional, with someone who seems to be a great fit for your company. You work with your friend to connect you with this prospective employee. Over time, you slowly (and passively) build a relationship, that can later be leveraged to recruit that person to your company.

Passive recruiting

INBOUND15

Inbound recruiting

INBOUND15

The process of helping potential new hires find your company often before they are even looking to make a job change decision and then turning that early awareness into brand preference and ultimately, into new hires.

Inbound recruiting

INBOUND15

Social recruiting

INBOUND15

Leveraging social media channels such as, Twitter, Facebook and LinkedIn to:• Identify potential new hires• Learn more about applicants• Nurture them further from the application process• Target (or retarget) using paid advertising options• Have conversations with potential new hires

Social recruiting

INBOUND15

4 Creating a talent acquisition funnel

INBOUND15

Growing your team can be tough.We all have talent acquisition growing pains but the inbound methodology can help scale your team.

INBOUND15

Build out your funnel for new hires and interns, and most importantly always keep your funnel full.

Leverage your inbound process to grow your team

INBOUND15

5 Applicant persona development

INBOUND15

Applicant persona creationAs you do for customer acquisition, you must create a persona geared toward your ideal employee.

INBOUND15

Ways to Score Candidates

INBOUND15

Get to know you.Applicants should be able to articulate what the company does.

INBOUND15

Be social with you.Applicants should follow the company across social media channels, attending events, participate in the same conversation.

INBOUND15

Fit culture code.Applicants should read the culture code prior to the interview and should be able to ask questions about it.

INBOUND15

Know your industry.Applicants should be well-versed (or at least familiar) with the industry or industries the company works within.

INBOUND15

Challenge you.Companies like to see applicants ask hard-hitting and specific questions back to the interviewer.

INBOUND15

6 Creating a culture code

INBOUND15

• Define what it means to be Z, Y, and X at your organization• Define what makes your organization unique from others• Define the characteristics that you want every single employee to

embody

A culture code can help you…

INBOUND15

① Be insanely driven to unify marketing + sales② Innovate, educate & empower others③ Question things & drive positive change④ Embrace transparency, honesty & selflessness⑤ Get sh*t done⑥ Turn metrics into action⑦ Be awesome

New Breed Culture Code

INBOUND15

But what if an employee doesn’t align with your culture code?

INBOUND15

But what if an employee doesn’t align with your culture code?

Fire them

INBOUND15

7 Inbound recruitment process

INBOUND15

① Top of the funnel: Recruitment sources② Middle of the funnel: Form strategy③ Bottom of the funnel: Interview process④ New hire onboarding

Inbound recruitment process

INBOUND15

Always be recruiting.

INBOUND15

The process of helping potential new hires find your company often before they are even looking to make a job change decision and then turning that early awareness into brand preference and ultimately, into new hires.

Inbound recruiting revisited:

#INBOUND15

If your dream hire was on your website, would you know?

#INBOUND15

What if there was a way to engage potential hires and learn more about them before they even applied?

INBOUND15

Top of the funnel

INBOUND15

• Employee referrals• Local colleges and universities• Internships• HUG events focused on recruitment• Top local tech companies (#Poaching)• Hackathons

Recruitment sources

INBOUND15

Assign a recruiting championThis person needs to exhibit exceptional sales skills

INBOUND15

Middle of the funnel

INBOUND15

Form strategy• Collect their resume• Screen ahead of time• Review level of due diligence

(Digital Body Language)• Look at their digital presence

INBOUND15

QualificationHow do you qualify an applicant?

INBOUND15

Pay attention to digital body languageAre they visiting the website? Connecting on social media? What are the looking at on the site?

INBOUND15

NurtureHow do you nurture an applicant further down the talent acquisition funnel?

INBOUND15

Utilize email communicationsLeverage emails to nurture applicants by directing the to your blog.

INBOUND15

Bottom of the funnel

INBOUND15

Interview process• 3 rounds of interviews• 1 culture-focused

interview• Non-leadership

interviews• Group dinner interview

INBOUND15

Recruiting-focused content offers• Why we choose New

Breed• What to expect on your

first day• Take a look at our office

INBOUND15

Inbound Recruiting Example

INBOUND15

Inbound recruiting exampleThanks for requesting the New Breed Culture Code

INBOUND15

Inbound recruiting example

INBOUND15

Inbound recruiting exampleThanks for requesting the New Breed Culture Code

INBOUND15

Inbound recruiting example

INBOUND15

• Certifications before the start date• Start of 1-on-1s right away• SMART goal setting and BHAGs (Big Hairy Audacious Goals)• Training plan past HubSpot’s• Prepared to be an evangelist

New hire onboarding

INBOUND15

8 Key takeaways

INBOUND15

• Leverage inbound recruiting• Get creative to find talent• Develop a candidate persona• Develop a culture code (not a quick win, but totally worth it)• Create an application landing page/form & nurturing process• Create an application workflow and route to HR• Have an onboarding plan

Remember to…

INBOUND15

Panel Discussion: Room 10811:45 AM – 12:30 PM

Tara RobertsonVP Marketing & Creative

ServicesTSL Marketing

Lisa McDermottVP Sales & Marketing

Stratus Interactive

INBOUND15

Thank you!