Ryan Bonnici on Inbound Recruiting and Transparent Culture

@RyanBonnici | #HRSummitSG | @HubSpot
TRANSPARENT
From:
THE RISE OF THE
ORGANISATION

I’m @ryanbonnici
This is #HRSummitSG
Hi!

In case you aren’t familiar with HubSpot:
Strangers Visitors
SEO
Blog
Keywords
ATTRACT

Strangers LeadsVisitors
SEO
Blog
Keywords
ATTRACT
Smart Forms
Calls-to-Action
Landing Pages
CONVERT

Strangers LeadsVisitors Customers
SEO
Blog
Keywords
ATTRACT
Smart Forms
Calls-to-Action
Landing Pages
CONVERT
Free CRM
Lead Scoring
Email Nurturing
CLOSE

Strangers LeadsVisitors Customers
SEO
Blog
Keywords
ATTRACT
Promoters
Smart Forms
Calls-to-Action
Landing Pages
CONVERT
Free CRM
Lead Scoring
Email Nurturing
CLOSE
Surveys
Smart Content
Social Monitoring
DELIGHT

Our mission is
to create the playbook  
for how 21st century
companies sell and market
But…

Our mission is
to also model what a  
21st century company  
should look today.
A big part of that is  
hiring and culture.

TODAY’S  
AGENDA!

On that, we’ll first look at
inbound
recruiting
as creating culture  
starts before day one

On that, we’ll first look at
inbound
recruiting
and, secondly look at
transparency 
& culture
as creating culture  
starts before day one
as strengthening culture  
requires ongoing effort

RECRUITING?
INBOUND
But what is

INBOUND MARKETING.
We gotta start with

VS
OUTBOUND 
MARKETING
INBOUND 
MARKETING

THEN
• Advertisers had all the control.
• Consumers were bombarded 
with ads & pamphlets trying 
to sell them many products.
• While they didn’t like this, 
they couldn’t do anything  
about it.

NOW
• The buyer is in control 
and has much more power.
• They have all the tools at  
their disposal to do their  
own research.
• They’re able to make  
their own decision on your 
product / service without you.

BROKEN
The old marketing playbook is
are on do  
not call lists
direct mail is 
never opened
unsubscribe 
from email
skip  
TV ads
48%20%91%83%

The biggest problem 
with the old playbook is that
it fights for people’s attention
by interrupting them.
Seth Godin (1998!)
“

ATTRA TING
ATTENTIONis cheaper than renting it

Blogs
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
Software /
Tools
Some types of content you can create to  
attract people to your business include:

DISRUPTED TOO!=
HR & RECRUITMENT

VS
OUTBOUND 
RECRUITING
INBOUND 
RECRUITING

THEN
• Businesses posted an advert  
& interested parties applied.
• Job seekers were bombarded 
with job ads & pamphlets.
• This wasn’t the easiest process
for job seekers, but it was the
only system available.

NOW
• Recruiters are finding it more
difficult to source remarkable
talent.
• Candidates are able to make
their own decisions with less
input from a recruiter.
• The job seeker has more
control and power than before.

ATTRA T
BETTER CANDIDATES
before they’re even looking.

Total blog posts
%LeadGrowth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
MORE CONTENT =  
MORE CANDIDATES

BEGIN?
WESHALL

INBOUND RECRUITING
First we’ll look at

Post & Pray Recruiting1.
There are 3 stages of recruiting,
Referral-Centric Recruiting2.
Inbound Recruiting3.

RECRUITING
POST & PRAY
1

This is what most companies do:
WE ARE 
HIRING 1. They setup their business
2. They post on job boards
3. They pray for candidates

Post and Pray only looks  
at the applicant market –  
 
People looking for jobs.

This makes up 
only 15% 
of the market.
TOP 85%
They’re neglecting the
of passive job seekers

RECRUITING
REFERRAL CENTRIC
2

Referral-centric businesses are
better than those which post-
and-pray because they are
supported by direct sourcing.

They use incentives to
drive the referral network
and assist direct sourcing.

They have invested in
an in-house team.

This team hunt &
dislodge top candidates
who are normally happy
where they are.
And reduces agency fees!

They do recruiting events:
Their own and they 
sponsor industry events.

This helps people
experience their culture.
Allows people to interact with their
employees, experience their working
environment, and ask any questions they
may have about what the culture is like.
jobs.hubspot.com

RECRUITING
INBOUND
3

Inbound-centric recruiting
companies are better than
referral-centric.
To get here you need to make a case  
to hire someone on your team to start 
creating remarkable recruitment content.
http://www.hubspot.com/jobs

would that person do?What

Creating a career website
that is rich in content.
This lets people know who we are,  
and why they may want to work for us.
Ensures both employer and employee are
on the same page culturally.
CAREER WEBSITE

@RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot

www.hubspot.com/jobs/
www.hubspot.com/jobs/locations/

@RyanBonnici | #HRSummitSG | @HubSpot@RyanBonnici | #HRSummitSG | @HubSpot
www.hubspot.com/jobs/locations/sydney

www.hubspot.com/jobs/locations/sydney

www.hubspot.com/jobs

google.com.au
Search Google or type URL

google.com.au
Search Google or type URLbest companies to work for in singapore
best companies to work for in singapore – Google Search
best companies to work for in singapore 2014
best companies to work for in singapore 2012
best insurance companies in singapore
best marketing companies in singapore

google.com.au
Search Google or type URLHow to get a pay rise?
How to get a pay rise? – Google Search
How to get a pay rise at work
How to get a pay rise at work from from your boss
How to get a pay rise uk
How to get a pay rise in an appraisal

google.com.au
Search Google or type URLhow to run a one on one
how to run a one on one? – Google Search
how to run a one on one meeting
how to run a one on one
how to run an effective one on one meeting
how to prepare for a one on one

google.com.au
Search Google or type URLhow to move from cmo to ceo
how to move from cmo to ceo – Google Search
how to become a chief executive officer
how to move between c-suite roles
how to become a chief operating officer
what skills does a ceo need

You need written content
around any topic your target
job seeker may search for.
You should also invest in  
interactive content.
http://www.hubspot.com/the-next-five

http://www.hubspot.com/the-next-five

Once people have  
found your content,
aim to create enough
value so they subscribe.
www.hubspot.com/jobs/move-on-up-blog/stigma-in-support

From there,
nurture them  
with relevant content,

From there,
nurture them  
so when they’re  
looking for a job,

From there,
nurture them  
so when they’re  
looking for a job,
they think of you.

Create a personalised  
web experience for them.
If they frequently visit similar blog
posts on your website, show them
content around that topic on their
next visit - automatically!

to leverage your employees  
to create content to attract new people.
The final piece of inbound recruiting is

This is something many companies find difficult.
Instead of just asking employees to  
create content, you need to create a
framework toolkit for them to use.

WE CREATE
• Blog post templates,
• Linkedin templates,
• Medium templates…
with
• Branding ideas to use,
• Tone of voice examples…
• & more!

Gamify your referral program
to motivate your employees
to generate more content  
and referrals - en masse.
This is a crucial part of the
inbound recruiting playbook.
https://wiki.hubspotcentral.com/LinkedIn+Blog+Post+Recruitment+Program

https://www.linkedin.com/pulse/why-australia-needs-...=prof-post

By doing so,
we’re able to like a team when we
need to fill a large number of new roles.
pulse

THE ROLE OF
Now we’ll look at
CULTURE AND
TRANSPARENCY

A set of shared beliefs,  
values and practice
WHAT’S
CULTURE?

OUR
CULTURE
CODE
the operating
system that
powers HubSpot.

CULTURE IS TO RECRUITING AS
PRODUCT IS TO MARKETING
Customers  
are more easily
attracted with a
great product.
Talented people
are more easily
attracted with a
great culture.
Click to tweet
this quote

CULTURE
HAPPENSWhether  
planned or not,
all companies
have a culture.
So why
not create
a culture
we love?

Click to tweet this quote
not just their happiness,  
but also their success.
SOLVE FOR THE CUSTOMER
SFTC
ACTUAL
SLIDE

This is something that is  
not only crucial to business
success.. but ensuring
you’re hiring the right kind
of people that have their  
heart in the right place.

you hire the right sales people that will not
sell products to people when the fit isn’t good.
1
This ensures

you hire the right customer service
people that want to help customers
through problems in the right way.
2
This ensures

when the executive team make a
decision, they always put the customer
at the heart of that decision.
3
This ensures

Power is  
now gained by  
sharing knowledge,
not hoarding it.

Power is  
now gained by  
sharing knowledge,
not hoarding it.
We believe this
at HubSpot.
wholeheartedly

That’s why we
have an internal
wiki at HubSpot.
It’s where we share
all of our internal
information.

We have the  
most active wiki  
on the planet*
*Unverified claim
HubSpot Lore  
& Mythology
the funniest page  
on the wiki
“Strategic”  
topics
Management  
meeting  
deck
Board  
meeting  
deck
Financials
cash balance,  
burn-rate,  
P&L, etc.
Examples of things we share and discuss:

It’s where we brainstorm
about new products and
services as a company.

It acts as the one-source-
of truth for employees,  
spanning across all our
offices around the world.

New employees use this
tool to learn how we make
decisions as a company.
And in doing so, it  
shapes how they make
their own work decisions.

INFLUENCE SHOULD BE
INDEPENDENT OF HIERARCHY.
ACTUAL
SLIDE

New employees  
can see that the
person with the best
decision is the one
who’s idea is chosen.
Not whomever has
the most senior title.

Everyone has open
access to anyone
in the company.
It’s not an open
door policy. It’s a
no door policy.

HUBSPOT
SEATING HACK
• Many teams go through a
semi-random “seat shuffle”
every 3 months.
• It helps mix things up a bit.
• It also circumvents a lot of
office politics.
We hate politics
with the heat of
a thousand suns.

DEMOCRACYTRANSPARENCY =
Transparency is about being open, not making decisions by consensus.
We each have a voice, but not always a vote.

Our only real policy is…
GOODUSE
JUDGEMENT
ACTUAL
SLIDE

Social media policy.
Our policy on all of these
(and most other) things:
USE GOOD
JUDGEMENT
Work from home during a blizzard policy.
Travel policy.
Sick day policy.
Buy a round of drinks at an event policy.

Here’s the cheat sheet on good judgment:
INDIVIDUALCUSTOMER TEAM

RESULTS
The thing that matters most:
(i.e. are we making a positive impact?)
ACTUAL
SLIDE

RESULTS
matter more than
the number of
hours we work.

RESULTS
matter more than
where we
produce them.

RESULTS
matter more than
how much vacation
we take.

We make it clear what
values we value.
Yes “heart” is a bit cheesy. 
We’re a bit cheesy sometimes.
H
E
A
R
T
UMBLE
FFECTIVE
DAPTABLE
EMARKABLE
RANSPARENT

THIS HELPS MINIMISE APPLICANTS
THAT DON’T SHARE OUR CORE VALUES

1
Inbound recruiting  
proactively
attracts the  
most qualified
applicants
KEY TAKEAWAYS

1
proactively
attracts the  
most qualified
applicants
2
Culture is
to recruiting  
what product  
is to marketing
KEY TAKEAWAYS

3
Values must  
be acted on  
not just live  
on a wall in  
your lobby
1
proactively
attracts the  
most qualified
applicants
2
Culture is
to recruiting  
what product  
is to marketing
KEY TAKEAWAYS

If you focus on  
attracting the best talent
inbound
recruiting

If you focus on  
inbound
recruiting
and, build an open  
and honest environment
transparent 
culture

If you focus on  
inbound
recruiting
and, build an open  
and honest environment
transparent 
culture
you'll be setup  
for success

THANKS 
#HRSUMMITSG
PS: I really love open 
discussion and debate.

THANKS 
#HRSUMMITSG
PS: I really love open 
discussion and debate.
Tweet me @ryanbonnici

Ryan Bonnici on Inbound Recruiting and Transparent Culture

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Was ist angesagt?

Was ist angesagt? (20)

Andere mochten auch

Andere mochten auch (7)

Ähnlich wie Ryan Bonnici on Inbound Recruiting and Transparent Culture

Ähnlich wie Ryan Bonnici on Inbound Recruiting and Transparent Culture (20)

Mehr von Ryan Bonnici

Mehr von Ryan Bonnici (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Ryan Bonnici on Inbound Recruiting and Transparent Culture