Recruitment and Marketing have long been on a collision course, and today many of the techniques and frameworks that marketers rely upon have increasing relevance in the recruitment space. Join Leela Srinivasan, Chief Marketing Officer at Lever, for a hands-on crash course in infusing your recruiting strategy with marketing best practices. We’ll cover concepts like personas and value prop development, driving awareness and consideration, attracting inbound candidates, and advocacy marketing.

1. Marketing Hacks for Recruitment Teams
Leela Srinivasan
CMO, Lever
@leelasrin
@lever
www.lever.co

2. Hiring remains hard; candidates are customers
Source: MRINetwork, May 2016

3. Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Your prospect knows who you are
Your prospect is actively thinking about choosing you
Your prospect becomes a customer!
Your customer stays a customer and feels good about it
Your customer is out telling the world how great you are
The marketing funnel...works pretty well for recruiting

4. The marketing funnel...works pretty well for recruiting
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Your candidate knows who you are
Your candidate is actively thinking about choosing you
Your candidate becomes an employee!
Your employee stays an employee and feels good about it
Your employee is out telling the world how great you are

5. Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop,
get it out there

6. Employee connections on LinkedIn beat
Company Page followers by a mile
18x
“I used to think being a woman
in tech meant simply accepting
aggressive workplaces… At
Lever, I am thrilled to be an
integral piece of a diverse,
inclusive, engaged, and
impassioned team.”

7. Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop,
get it out there
Use inbound (recruitment) marketing to pull the right
candidates further into your funnel

8. Think low-budget breadcrumbs
Video at https://www.youtube.com/watch?v=BZwsOJ7oFGs&feature=youtu.be

9. Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop,
get it out there
Use inbound (recruitment) marketing to pull the right
candidates further into your funnel
Think about how to surprise and delight from the
moment they sign

10. It’s literally never too early to plant
advocacy seeds
Blog post on Lever GIFs: https://www.lever.co/blog/an-unforgettable-welcome-for-your-new-hire
Includes link to site where you, too, can start making free GIFs

11. Marketing recruitment examples
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Define target audience (personas), develop value prop,
get it out there
Use inbound (recruitment) marketing to pull the right
candidates further into your funnel
Think about how to surprise and delight from the
moment they sign
Empower and encourage authentic sharing of your
employee experience

12. Create a virtuous cycle, authentically

13. ...and then there’s
measurement.

14. #DashboardsFTW

15. Other stuff we’re both thinking about
● Recycling warm leads // talent pools
● Tagging and segmentation
● NPS
● Humanization/ personalization
● Lifecycle experience
● RELATIONSHIPS

16. Your turn
Awareness
Consideration
Conversion
Loyalty/ retention
Advocacy
Measurement
1. Grab a partner
2. Draw a funnel
3. Come up with 1-3
things you could try
4. Think through how
you might measure,
test and learn your
way to better results

17. IN CLOSING…
Get to know your Head of
Marketing, really well.
Thanks for coming!
More recruitment ideas at lever.co/blog
See our case study at hros.co