Stephen Quinn, CEO and co-founder of Jobbio, on how tech entrepreneurs can boost inbound hiring.

The days of companies spending thousands of pounds to actively look for candidates to fill in open roles are numbered. The future of hiring is reversing this process flow and getting the candidates to come to you, allowing your company to create its own talent pool it can turn to every time a role opens up. This is what Inbound Hiring aims to achieve and this is why it is here to stay.

To those foreign to the concept, Inbound Hiring consists of creating targeted and branded content aimed at strengthening your employer brand to attract candidates as well as retain current employees.

Employer branding really is the future of talent acquisition as job seekers are jaded by the traditional ways of recruiting. Candidates want to feel in control of their career trajectories and in order to do so, they need to have as much information on the company and its culture as possible. Recruitment efforts that combine unique, value-adding content offering insight into the people behind the job titles have proven to be the most effective.

Inbound Hiring has become an ally especially to SMEs that, by using its strategies to create authentic content showcasing their mission and culture, are now able to compete with larger companies for top talent. Research has shown that 82% of people would not take a job at a company with a poor reputation and more than 50% would take a lower wage at a company with a strong employer brand. Candidates are increasingly looking for greater autonomy and freedom in their roles and this is where Inbound Hiring comes into play.

A large part of Inbound Hiring is to promote your company’s brand so candidates know who you are, what you do, what the culture is all about and the opportunities you provide. This can be done in many ways, such as through your careers site, your social media channels, blog posts, careers fairs, events relevant to your industry, etc.

If you are feeling a bit lost, here are a few simple steps you can take to boost Inbound Hiring now and in the future.

Come up with a strategy

The goal of Inbound Hiring is to build a community around your brand and create a pool of talent that one day might be interested in working for your company. So the first question you should ask yourself is: what kind of candidates you want to attract? What qualifications do they have? What makes them tick?

Create your candidate persona and develop your strategy around it –what kind of content would they be more interested in? Identify their needs and take that into consideration when you are writing job descriptions for the positions you are trying to recruit for.

Don’t forget to think about your company culture and how it ties in together with the talent you want to attract. How can they benefit from working for you?

Create compelling content

What makes your company a great place to work? Identify your strengths and work on amplifying them in your content strategy.  Create content that is engaging and take advantage of images and videos when introducing your company and its culture to job seekers. Really give them a reason to put your company in their list of “dream places to work for”.

Don’t forget to write articles and blog posts following SEO guidelines to make it easier for potential candidates to find you when they are looking for their next career move.

Invest in social

Social media is your friend when putting an Inbound Hiring strategy in place. Take the most out of it as you can, not only to showcase your content but also to actively engage with your audience.

Make it easier for candidates to contact you and answer questions they might have. The same should be applied to the application process –it should be seamless and easy to follow.

Have an ‘offline’ strategy in place

Your Inbound Hiring strategy should not be limited to the internet. Work on ‘offline’ events as well. Attend meetups, networking and career events and wherever possible join relevant industry discussions on and offline.

Put some thought into speaking at conferences and events –you can easily do that by sponsoring a meeting of a relevant group within your industry in exchange of a few minutes in front of the crowd to explain what your company does and what kind of employees you are looking for.

Invest in employee advocacy

Employee advocacy is also an incredible tool for recruiting new hires. Encourage your existing staff to talk about life within your business and promote your culture, values and mission on their own professional networks.

Educate your current employees on the importance of expanding the team together so that they’re invested in the process. Candidates are twice as likely to trust a testimonial from a potential team member than a CEO or founder.

Once your Inbound Hiring strategy is ready you will be able to start building your company’s own talent pool of applicants that you can use whenever you need to fill a role that’s recently opened up, saving you time and money.